Hello?  Hello? Is there anyone out there? Merchants… it’s me, Kirsty!

Despite all the networks, talented agency types, and in-house affiliate managers there still seems to be an issue with communication between us Jupiterites and the Martians who we work for. Somewhat puzzling, because lots of people seem to be shouting about their affiliate programmes. What I don’t understand is why do I never seem to hear the right ones?!?!

It’s Like Being Single Again…

Lingerie site owner with GSOH, ample traffic assets, and penchant for selling copious amounts of knickers.

Seeks like minded underwear or hosiery merchant for underwear fun and long term relationship. Reply to PO Box 157, Jupiter.

A few years ago I’d wondered at the lack of approaches by merchants, but put it down to not having quality content sites.  However, having remedied this in recent years I still find the number of “do you think you might be able to feature us on your site” type approaches surprisingly disappointing.

I’m not saying such approaches are non existent.  As a good example of sods law two nice agency people have approached me with very interesting undies sites in the last week. However lets not let the facts get in the way of a good rant here – I still find it surprising that this doesn’t happen more often, particularly given that I now have nice content sites in several niches.

So What’s The Issue?

There could be several reasons why merchants aren’t flooding me with requests to promote them and prostrating themselves at my bejewelled affiliate feet: -

• I don’t have bejewelled feet, and if I did merchants most probably wouldn’t grovel at them. Bummer. Still, a few free bras or the odd box of chocolates wouldn’t go amiss.
• People don’t do “Affiliate Research” any more because we’re rude buggers and don’t respond, thus making such pursuits an unproductive waste of time.
• The best use of management resources is targeting the 5% of affiliates that’ll drive 85% of your sales. Big sites such as MyVoucherCodes.co.uk can drive massive volumes.
• My location – maybe face to face networking is where the red hot merchant action is at. Australia makes it difficult for me to meet people over a nice beverage or ten.
• Too many merchants view affiliate marketing and management as a “passive” process. Build a programme and they will come. Which, of course, they quite often don’t. Said merchants then throw in their programme and tell anyone who’ll listen that “affiliate marketing is shite, and doesn’t work.”

Perhaps what it comes down to is that affiliate marketing is a lot of work, and the online nature of the industry, combined with the problems of attempting to manage and communicate with a large pool of business partners (many of whom aren’t available during business hours), means we get shoved on the “too hard” pile. Overall though, I think my 85:5 rule point above is probably very close to the mark.

The Solution?

Hah, I’m backing away from this one!  Too big a question for this affiliate blogger to answer without descending into utter conjecture and upsetting people who spend their entire working lives trying to look after us affiliates. Technology driven solutions such as Affiliate Window’s catchily named “Darwin” affiliate admin area may help considerably.

And Of Course, It’s A Two Way Street…

I’m also aware that this is my business and it’s my responsibility to build it and find new people to partner with on my own.  Maybe merchants prostrating themsleves at my feet, or even finding out about me before I start sending them sales is just a romanticised pipe dream.

• What Size Of Affiliate Site & Effective Content? Ask Kirsty
• Why Affiliates Need To Be Better Than Merchants
• Meet The Real Affiliates – Where Are They Now? Ray Theakston