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

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260 BUSINESS-TO-BUSINESS INTERNET MARKETING of Web site owners become your affiliates, it is unlikely you will be able to screen them all and get to know them individually. That is why a legal agreement is absolutely essential. Before you accept affiliates, they should be required to accept the terms of your agreement. The agreement should include, among other things, a discussion of the business relationship you are establishing, your stand on ethics, terms of payment, and conditions of cancellation. You will probably want some language in the agreement that protects you and your site against fraud, unethical practices, and use of your program in association with any illegal or objectionable business activity. Service Your Affiliates After your program is up and running, keep your affiliates informed via e-mail and by posting information on a special affiliates’ page on your Web site. Report activity to affiliates on a regular basis, and be sure to issue payments promptly. Ask your affiliates for feedback on how you can make your program better and what you can do to improve service. Affiliates are not only a valuable source of revenue, they can also refer other affiliates to you and help you keep your finger on the pulse of Internet buyers. Make a Long-term Commitment to Affiliate Marketing After you are in the affiliate marketing business, look at it as a business, not just a marketing program. As a major distribution channel for your product or service, your affiliates are as important a channel as distributors, resellers, retailers, or a direct sales force. Do not underestimate the care and attention affiliates will require. You will need to consider an ongoing program of affiliate acquisition and retention, just as you would with prospects and customers. You will need to police your network as best you can to make sure that affiliates are legitimate and that they are playing by the rules. You will want to work out the details of building and maintaining relationships with your affiliate community. Of course, you will also need to have a solid structure for standard affiliate reporting (both internal and reports to affiliates) and affiliate compensation.
Examples of B-to-B Affiliate Programs Developing Internet Partnerships 261 Visit the two sites mentioned earlier, Associate-It and Refer-It, for an updated listing of affiliate programs. Here are some examples of b-to-b affiliate programs. BuyTELCO.com (www.buytelco.com) BuyTELCO is a clearing house for companies to purchase telephone services, selling everything from Internet access and frame relay circuits to long distance and DSL. BuyTELCO has an affiliate program that lets affiliates decide what’s best for their sites. They can link directly to the BuyTELCO home page, with access to the entire site, or only to those sections of the site that are of most interest to their customers. Affiliates create their own BuyTELCO store and earn commissions on the items they stock there. BuyTELCO also offers PartnerPlace, a program that allows system integrators and VARs to set up a telecom back office, or private extranet, that can be offered to customers. GE Express (www.geexpress.com) GE Express is a service that provides a single source for spare and replacement parts for major manufacturers’ computers and related equipment. The company maintains a large inventory of quality parts and also provides a parts identification and hard-to-find sourcing service. Affiliates can earn a 3% commission on all orders placed from an affiliate site. GE Express pays commission as long as the purchase transaction is completed within 45 days of the referral. HP Garage Affiliate Network (www.hp.com/solutions1/garage/ affiliates/index.html) This is not an affiliate marketing program in the true sense, but it is included because of its unique attributes. Basically, the HP Garage Affiliate Network puts small startups who use HP products in touch with companies who can offer them business services and expertise. Service categories include customer support, human resources, IT facility services, market research, mobile solutions, and public relations. Enews (www.enews.com) Enews (Figure 9.1) offers online subscriptions to over 100,000 magazines, newsletters, and newspapers. Enews sponsors Newsstand Net-
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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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