In the ever-evolving digital landscape, the synergy between affiliate marketing and PR has become a game-changer for brands seeking to boost their performance. Jaclyne Franciscone, Chief Strategy Officer at LaRue, shares tips for developing an affiliate strategy that can enhance traditional PR and open doors to new audiences, plus how to know when the time is right for your brand or client to deploy this popular program.
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Affiliate marketing has been around for over two decades, but more recently, brands have taken note of the power of combining public relations (PR) and affiliate marketing strategies to drive performance. Affiliate marketing is when a publisher, blog, content partner, or loyalty site promotes your product in exchange for a commission on sales generated through the coverage. In the evolving e-commerce and digital landscape, PR agencies need to become familiar with affiliate marketing. A synergistic approach with both channels will enhance traditional PR opportunities, offer clients metrics for realized coverage, and reach new audiences. LaRue is a full-service PR and affiliate marketing agency that has perfected this approach and is often sought after by brands to see if their business is ready to succeed in this arena. We focus on a few key factors when considering taking on an affiliate client.
Awareness
PR is about increasing visibility, but the client must have brand awareness to build a cohesive PR and affiliate marketing strategy successfully. Your company can grow brand awareness through PR coverage, social media, and connecting with loyal customers. A small but mighty product business with robust sales and brand recognition will entice prospective affiliates to partner with you.
Clear Value Proposition
Similar to PR, for affiliate marketing to work effectively, you must have clear brand positioning and messaging that supports what sets you apart from competitors. The media is inundated with pitches for new partnerships. To stand out, brands should have a compelling point of view, a product or service that solves a problem, and a brand personality that consumers find approachable.
Long-Term Strategy
Affiliate marketing has a low barrier to entry, which is why some marketers choose it over other channels. Still, it’s essential to understand that it’s a long-term strategy. Some partnerships may offer a return on investment within the first three months, while others may take a year to see incremental growth. While PR coverage can happen overnight, more often, it takes time to seed a story and lay the groundwork for a strong campaign.
Website Considerations
To make a leap into affiliate marketing, you’ll want to consider a few things about your website, like the quantity and quality of your traffic and how strong your conversion rate is. Including other channels like PR, social media, and paid search in your marketing mix can boost your website traffic and accelerate your affiliate program's growth. Considering these factors will help you set achievable KPIs before launching a program.
When considering affiliate marketing, the first step is determining if it’s right for your brand. The next step, choosing the agency, is equally important. The lines between traditional editorial PR and affiliate commerce content are blurred. Top-tier content publishers consider affiliate marketing when deciding what products and brands to promote, which means it’s vital to have an agency partner who will help you navigate both channels. A comprehensive PR and affiliate marketing strategy can help significantly enhance a brand's image and accelerate its path to success.
