What Brands Look for in an Affiliate Partner

More and more, retailers are turning to affiliates to act as an outside sales force for their products. They are realizing the strong impact that  influencers, bloggers, and content creators have in controlling viewer’s purchasing decisions. That being said, brands won’t work with just anyone. Bigger brands especially have a criteria that they look for in a successful affiliate partnership. As an affiliate, set yourself up for strong brand partnerships with these must-have characteristics.

Blog appearance and branding

The photography, the color scheme, and the general layout of your blog is going to be your first impression to the brand. Prove to them right away that your blog is a business, with strategy, and focus. If you don’t pay attention to your appearance, then a retailer’s products aren’t going to show up attractively on your site or social platform, which means viewers aren’t likely to proceed with a purchase – or worst case scenario, it might even turn them off from the product.

Niche

If your entire site is about health and fitness, a homeschooling brand probably wouldn’t be a good fit for either of you. A partnership should be mutually beneficial. The brands products should naturally fit into your promotional and blog strategy. 

While you may fit the niche of the retailer, it is also important to be sure that your voice and overall branding is also a match for the retailer. 

Consistency

What brands want to see is consistency in your work, especially in your posting. Regularly posting indicates that you take your blog seriously. Also, fresh content attracts both new and returning readers visiting your site. Having a strong blog community helps brands feel confident about your ability to drive sales and therefore, more willing to work with you.

Engagement

Especially looking at social media and blog comments, an engaged community is also going to be more likely to convert on the recommended products. Don’t get discouraged if your following isn’t in the hundreds of thousands. A blogger with only 2k followers and over 50% engagement is worth far more than one with 100k followers and none engaged. If a retailer’s goal is increased conversions, then looking at sheer numbers won’t give them a sound answer on who is going to drive sales. So, aim for a more quality audience who are active members of your blog community.

Previous brand experience

Using a media kit or a website page, share your past experience in working with brands. Share your website stats, big accomplishments, and characteristics. Think of this as a resume for your blog to help it get a “new job” with a retailer as a brand ambassador. 

Brands want to know that you are capable of collaborating with brands. Use this opportunity to sell a retailer on your blog and give them undeniable reasons why they should work with you.