Business-to-Business Internet Marketing, Fourth Edition - Lifecycle ...

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256 BUSINESS-TO-BUSINESS INTERNET MARKETING 3. Select programs that meet your Web site visitors’ needs. Narrow down your selection to a few affiliate programs that you feel best fit with your site. Typically, your affiliate program will be more successful if the sponsor’s products or services are complementary to your own. As in the earlier example of selecting specific books from Amazon.com that might be of interest to a site visitor, you should think about drawing a relationship between the sponsor’s offerings and your site. Why do visitors come to your site, and what are they looking for? If the sponsor’s affiliate program helps to answer these questions and support the theme of your site or the business you are in, then it is probably a good fit. 4. Test one program. You will probably be tempted to add several affiliate programs to your site. If you are new to affiliate marketing, however, you may want to approach it conservatively and test one program first. It is important to understand how affiliate marketing works and to see if your visitors will be receptive to it. You also need to make a commitment to the affiliate program, promoting it on your site and keeping the information relating to the program fresh. 5. Continuously evaluate the program and add other programs selectively. Keep a close eye on how well the affiliate program is working. Evaluate the sponsor’s service and make sure your visitors are satisfied. Determine if you are getting what you anticipated out of the program. Once you are comfortable with the concept of affiliate marketing, you could consider adding other programs to your site, but do so selectively. Typically, it is not productive to add multiple affiliate programs in the same category, for example. Make a commitment to one bookseller, or one computer products vendor. Otherwise, you may be offering your visitors too many choices and that could dilute overall ordering from your site. Affiliate programs should enhance your site, not take away from its effectiveness. If you fill your site with too many affiliate programs, your visitors may perceive that you are more interested in making money than servicing their needs.
Developing Internet Partnerships 257 Guidelines for Creating Your Own Affiliate Program If you are interested in creating your own affiliate program, you will have a different perspective. Here our guidelines for such an undertaking. Establish an E-commerce Operation First Although some affiliate programs share leads rather than revenue, the vast majority of affiliate programs are e-commerce programs. Do not even try to institute an affiliate program unless you already have a successful e-commerce operation or you are willing to make the investment in such an operation. If your objective is to fuel your e-commerce effort with affiliate marketing, you probably should consider a packaged solution or an affiliate marketing service provider. Here are some of the leading providers of affiliate marketing programs. BeFree (www.befree.com) BeFree had over 2,800,000 affiliates signed up for some 200 merchants just one month after its November 1999 IPO was filed. BeFree merchant clients establish virtual storefronts on affiliate sites, targeting specific merchandise to complement both the merchant and affiliate Web sites. BeFree’s customers include America Online, Compaq, Gateway, Hewlett-Packard, and IBM. ClickTrade (www.clicktrade.com) ClickTrade targets small businesses and operates as part of Microsoft bCentral (www.bcentral.com). ClickTrade encourages small businesses to sign up as merchants in its Revenue Avenue area, a directory of over 7,000 affiliate programs that includes over 120,000 affiliates. Commission Junction (www.cj.com) Commission Junction is an affiliate marketing ASP that provides a turnkey solution for managing revenue sharing relationships. Commission Junction provides a network of more than 1,500 merchants and 350,000 content sites with affiliate marketing, management, recruiting, and administrative services on demand. Participating merchants include eBay, Excite, HotJobs.com, Intranets.com, and Telocity.
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BUSINESS-TO-BUSINESS INTERNET MARKE
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BUSINESS-TO-BUSINESS INTERNET MARKE
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Publisher: Jim Hoskins Manager of F
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Acknowledgments For helping me crea
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Table of Contents Table of Contents
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Table of Contents xi Automated E-ma
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Table of Contents xiii Real Estate
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Table of Contents xv Maintaining On
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Table of Contents xvii Office.com (
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Table of Contents xix DellHost ....
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About This Book About This Book xxi
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Introduction The original edition o
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sively. Large businesses are moving
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101 Ways to Promote Your Web Site,
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