Monday, 10 January 2011

Affiliate Marketing–Getting the Creative Right


Chris Colour for Online Fashion BusinessAs an affiliate marketeer at I am frequently turned away from merchants who I would otherwise be interested in promoting due to their creative – the banners which they hope and expect I will display on my site.

Now you may consider me overly fussy, but there’s a particular image I want to portray which matches that of its visitor base and if a banner does not match what I’m looking for the merchant does not get the exposure.

It’s impossible to please everyone, undoubtedly, but the most important rule here, if you are a merchant, is that you should try.  You only have to look at the most successful affiliate merchants to see that they offer something for everyone, from the smallest button to leaderboards and everything in between.  Rushing in with a few small, unattractive creatives will get you nowhere fast and you may wonder why you get no clicks.  At least give your website a chance to convert by enticing potential customers to click through.

The other rule about affiliate creative is to be timely.  We want your Christmas banners well before Christmas, your sale banners when your sale starts (not after Christmas because you haven’t bothered to do them before although everyone else is well on sale) and your new season’s banners in time for the new season.

Affiliate marketing takes a great deal of work, and merchants should be making it as easy as possible for advertisers to promote them.  Yes you need to think about the design of your creative.  Yes you need to offer as much choice as possible.  Yes you should try and build a relationship with your most successful advertisers. 

You need to look at your banners as advertisements for your business and ask yourself if you would look at them or click on them before you send them anywhere.  If the answer is no, try again.  This one is worth doing properly or not at all. 

If you’d like any help or if you’re considering whether or not affiliate marketing is for you, please contact me at

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