Client Service in the Affiliate Channel

Great Service

When a company is deciding whether to launch a new affiliate program, change networks or renew an existing contract they will be presented with many promises and reasons as to why they should make a particular decision.  Networks will highlight their technology and get into the specifics of tracking sales, mobile and tablet traffic as well as customized reporting.

The client (or Advertiser) will be given a detailed walk through of the Network's user interface, weekly reporting examples and how they will have the power at their fingertips to upload text links, banner links and any dynamic content they choose.

All of this is important to an Advertiser and the team that will be representing the Advertiser and making decisions ought to feel 100% comfortable with what the Network capabilities are.  They might want to consider attending various industry events the Affiliate Networks put on as well to see how they represent themselves to the Publishers and Advertisers.

What is most important though - beyond the technical capabilities and size of the publisher network - is the client services the Network is able to deliver. Look, the truth is that the Advertiser is in a position of strength in contract negotiations. If you are an Advertiser know that you will get the rate you want. The two largest networks - Commission Junction and LinkShare - will undercut one another to secure your business.  The rates you will be offered are essentially giving the service away for free. They need your brand in their book of business because that allows them to leverage your logo in marketing materials, add you as an example to their being an expert in whatever vertical you align with and have one more win over the competition.

The biggest difference between an excellent program and an average program will come down to the client service the Network is providing and the team structure / support they are offering.   I plan on using this forum to get into the details of what client service should mean in the affiliate channel on a day-to-day level and from the top on down from a Network. 

But what you as an Advertiser should expect from your dirt cheap rates is an exceptional level of leadership and expertise via the team that has been put in place for your business to grow sales at the lowest possible cost. This means customized weekly reporting, outreach to Publishers communicating upcoming promotions and honest feedback on what is going right or wrong versus the competitive landscape.

If you're not getting this chances are there is another Network willing to promise more, deal with whatever frustrations you provide on a regular basis as the Advertiser and put in place the team that will have ample industry experience as well as client service experience to make sure you succeed in one of the most under appreciated marketing channels available.