Affiliate program management isn't something that you can just wander into and be successful. It takes tons of planning, plenty of preparation, and the right connections to keep a successful program operating at peak capacity. And while you probably already know this, and affiliate management companies definitely know this, then why do so many companies still struggle with affiliate marketing?

The answer is that they don't stick to the plan! So often companies focus on the most exciting parts first, in a sort of "fire, ready, aim" strategy and before they know it, they're analyzing the rubble of a failed program rather than planning its launch. It takes the right partner to reinforce the importance of the process so that you can come out on top!

Here's how a good affiliate management program should begin:

Assess Goals and Objectives: As Lao Tzu once said, the journey of a thousand miles begins with one step. We couldn't agree more! Getting started sometimes, well, takes just getting started! They'll walk you through your business goals and objectives and pose some questions that most agencies miss, like whether affiliate marketing is the right way to get you to your goals! If it is, they'll help you define your objectives and milestones along the way to make sure it's all successful.

Perform competitor analysis: If you were the only company in your industry, affiliate marketing might be as easy as shooting fish in a barrel. For better or for worse however, you're fishing in a thrashing ocean of competitors! Your agency will help you do an analysis of what your competitors are doing well or poorly and identify the best strategy for you, given what everyone else is doing.

Select affiliate networks: Now that you and your affiliate marketing agency have gotten to know each other, they should have a pretty good sense of the types of affiliates and networks that you want to surround yourself with. They'll match you up with like-minded organizations who are enthusiastic about your brand and experienced in your industry.

Develop program structure: Once all of the pieces are there your agency can start to plug them together. Which affiliate networks are best? What's the compensation structure and how do they best incentivize them? What limitations should they enforce? Together you will cement the plan and then implement it.

Ongoing tracking, analysis, and strategy: Having taken the first step, you're on to the next nine-hundred and ninety-nine! This journey of a thousand steps doesn't require anything extraordinary from you the customer, but it does require your outsourced affiliate management partner to not just hand over the keys and say, "good luck!" but to stay the course to provide you with updates and actionable data in easy to access reports.

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