Talking with…affiliate marketing guru Shawn Collins

In the early days of e-commerce, affiliate programs were seen as a top priority for many online retailers. But as time went on, revelations concerning online fraud, spamming, and sketchy search engine practices gave affiliate programs a bad name. Recently, these programs have enjoyed new life with the implementation of social media tools, but the question remains: Are affiliate programs an important part of a successful online marketing mix, or are they simply a way to generate sales at the expense of your brand and margins?

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In advance of Shop.org’s upcoming webinar on successful strategies for today’s affiliate marketing programs, we asked affiliate guru Shawn Collins to share his thoughts on the ever-changing role this type of marketing plays in a constantly evolving medium, who’s who (and successful) in the affiliate marketing space and a few tried and true tips to help jump start any affiliate program. Read on for Collins’ insightful answers.

During Shop.org’s Online Marketing Month, you’ll be moderating a session on 7 Steps for a Successful Affiliate Program in 2011. What’s different now compared with affiliate programs a year ago?

Affiliates are constantly innovating. There has been an increased usage of pay-per-call, as well as incorporating video and mobile apps by affiliates.

You’ve composed several resources for newbies and non-retailers on how to earn money as affiliate marketers. Any tips for retailers on how to take advantage of outside sources who are essentially doing their marketing for them?

Retailers should think of their affiliates as their extended sales force, and provide them with the tools and information they need to properly market the company. Just as you would give an employee resources and guidance to succeed with your company, provide the affiliates with a guide to effectively promote your company with details such as your best sellers, target demographic, etc.

Which retail brands are getting affiliate marketing right? Is there a commonality between those brands that signal successful strategies?

Amazon, Buy.com, and Zappos have all been effective and successful for a long time with their affiliates programs, because they have invested in those programs with staffing and tools to foster relationships with affiliates and provide them with the resources they need. The companies that treat affiliate marketing as an investment, rather than an expense, are the ones that excel.

How has the impact of social media changed affiliate marketing?

Social media has opened up affiliate marketing for more people to participate, but some of it has been one-dimensional and junky. Affiliates should serve some purpose, whether it is to compare products, provide insightful reviews, or some other value proposition. When an affiliate just drops an affiliate link on Twitter, they are adding clutter. I wish affiliate programs and networks wouldn’t encourage that sort of tactic. But social media has also brought all sorts of innovations and ways to effectively target an audience, too.

What are best practices for retailers to balance internal SEO efforts with affiliates that may also play in the same space?

The most important thing is to have very clear policies, and to know how affiliates are promoting the company. There is no black and white when it comes to the best policies. Some companies are willing to allow affiliates to use their brands in title tags, domains, etc., while others impose restrictions on this sort of behavior. In the end, it’s most important to only grow an affiliate program to the point where you know who’s who and what they’re doing.

What are some strategies to drive affiliate performance besides deals and coupons?

Some that I have personally done are text product reviews, video product reviews, offline marketing with postcards, paid search, and relevant text links in original content. I am planning to break into the use of product data feeds with original content and mobile apps this year.

What types of technologies do you use for your own affiliate efforts?

My affiliate sites are all in WordPress these days. I started out writing the HTML for all of my sites, but switched to WordPress in recent years to better scale up my number of sites. I also build email lists, create videos, and drive traffic via social networking sites.

If you weren’t an affiliate marketer, what would you do for a living?

The basis for all of my affiliate sites is original content that I create. I love writing, and still have plans to knock out the “great American novel” at some point. I think I would be a newspaper writer if affiliate marketing didn’t come along, and maybe I still will at some point.