The Long Tale

Traditionally, affiliate programs have relied on large publishers to drive the bulk of their sales. And while the revenue driven by larger publishers is essential to a program’s health, there are risks in dependence without diversification. Progressive advertisers and networks know that focusing on more than just top-tier players is essential to growth.

This is where niche and lower volume sites come in. While these sites, referred to as the long tail, may not individually drive the same traffic as larger publishers, a critical mass of publishers can add up quickly. So how can advertisers and long-tail publishers work together for the benefit of all? Here are some approaches for both sides to consider.

 

 1. Advertisers: Proactively recruit niche publishers

An initial hurdle for advertisers is figuring out how to efficiently attract new long-tail partners. Proactive recruitment already takes plenty of time and effort, and can be discouraging when a program manager is used to the more immediate return on investment of larger publishers. Advertisers should keep in mind that enlisting new, smaller partners will be more time-consuming, viewing the pursuit as a marathon rather than a sprint.

The first recruitment step is determining the kinds of publishers you want to work with, based on your program strategy and strengths. Are there specific areas in product selection or pricing in which you excel? Seek out publishers in these hyper-targeted segments – the “sub-sub-categories.” A personalized, laser-focused message and recruiting strategy tells each publisher that you understand their niche, and you can provide something that others cannot.

 2. Advertisers: Simplify the onboarding process

Next, review your application and onboarding process. Is your application straightforward, without any confusion or barriers to entry? Ensure the approval requirements and policies are clearly communicated, providing a simple value proposition up front. Your onboarding process should then be equally painless and personalized, including relevant sample scenarios, links and tools to get long-tail publishers up to speed quickly.

 3. Advertisers: Identify your most relevant tools

Congratulations, your targeted recruitment efforts and straightforward onboarding processes have paid off! Now what? Your next challenge is to make sure your long-tail publishers have the proper tools and knowledge to promote your program. These publishers may be less experienced in affiliate marketing or even web development, with fewer people and technology resources. How can you help to make sure these unique needs are met?

First, dive deep into your current program: Audit your tools and education. How do, or should, these offerings work for smaller players? Because long-tail publishers might not have the advanced technical capacity, tools with simple code or data feeds are essential. Quick and clear set-up instructions, as well as dedicated support to answer any questions, will help make sure your partners are set up for success.

 4. Advertisers: Provide considerate compensation

Long-tail publishers tend to be more concerned about providing the “right” content for their audience rather than chasing the most aggressive payout.  If you can provide publishers with a way to find products and content more easily, your efforts may trump that of a higher-paying competitor with difficult product surfacing capabilities. Niche publishers have built their reputation and following by serving as an authority on their topic, and are less likely to place primary emphasis on monetizing traffic.

 The role of the long-tail publisher
As in any relationship, it takes effort on both ends of the line to achieve success. If you’re a long-tail publisher who would like to join a specific program, there are ways to proactively approach it. The first step is to research programs to determine your best fit. Look into each program’s strengths and weaknesses, and how they’ve worked for similar business models or categories.

When you identify a match, be ready to promote your strengths, making your case for why advertisers should be eager to work with you. Can you help them reach untapped audiences? This is a huge selling point. Know your strengths, and be willing to suggest and try unique partnership opportunities – even if it’s not the way an advertiser has traditionally done business. New ideas are always welcome in this market, and while it can be tough for larger programs to test and adapt, long-tail publishers excel at being nimble.

 As with any other relationship, two-way communication is vital. If all parties are actively exploring new ways to enhance the partnership, all will benefit from the strength of these new long-tail relationships that are supporting the program.

John Toskey is the interim director of eBay Partner Network. He has more than 15 years of experience in online merchandising, marketing and strategy with Internet Retailer Top 100 merchants. To learn more about eBay Partner Network, please visit ebaypartnernetwork.com.