How affiliate marketing can enhance influencer marketing

Influencer marketing has grown in popularity and become significantly more mainstream over the past 12 months, with Google reporting an increase of 325% in searches for ‘influencer marketing’ over the time period.

According to an article from eConsultancy, only 29% of influencers are using affiliate tracking links. While some inroads have been made into connecting the worlds of influencer marketing and affiliate marketing, it’s clearly not something that has yet taken a real foothold in the influencer consciousness. The question is why.

The commercial model for influencers is much more appealing as it offers a guaranteed sum of money, while the affiliate model is based on performance: a last-click model that requires an influencer to have initiated the final click in a consumer’s journey to purchase. However, there is an argument that influencer commercials are also based on performance: if an influencer is unable to deliver the campaign goals, brands will become less willing to agree to fixed fees.

Affiliate marketing is a complex channel because of its access to data and measurable results. Because of this complexity, there needs to be an improvement in affiliate industry awareness and education for influencers, starting within the industry itself. Below, we outline why influencers should use affiliate marketing:

Build stronger merchant relationships through ROI

In contrast to other marketing channels, the affiliate marketing is a low-risk marketing strategy with the potential of high ROI. In fact in a recent report on the industry, PWC found that an affiliate channel generates about $20 for approximately every dollar spent.

What does this have to do with influencers? Success is often measured by revenue generated in performance marketing. If an influencer is already proving to provide a strong performance when it comes to brand awareness and increasing engagement, the ability to drive sales and revenue for brands demonstrates an extra layer of value to the marketing mix.

Build a new revenue stream

Over a short period of time, influencer marketing has skyrocketed and brands are increasing their spend, but the affiliate marketing industry offers an opportunity to incorporate a new stream of income alongside current activities. Affiliate marketing is simple to use and offers a range of technology that can help maximize your relationships. Tracking links direct users to specific pages such as a back-to-school promotion, favorite brands, or the latest product you purchased. There are so many ways to promote your latest finds and favorite products with affiliate marketing and the tools within the affiliate network.

There are a number of ways to promote merchants using tracking links through an affiliate marketing network:

• Complement an existing campaign: If you’re running a campaign for fashion retailer X posting content and stories and if you include to buy the products you’re promoting, the consumer is able to view and purchase the item directly. Ensure these links are all tracked affiliate links, and any subsequent purchase can be attributed back to your promotional efforts and a commission can be rewarded accordingly. The tracking links will also record clicks – another layer to reporting on interactions and insights on a customer’s path to purchase.

• Link to a your favorite product or brand: Share with your followers your recent buys by posting a story or writing a blog post and adding a shoppable link. With any affiliate activity, make sure you’re following disclosure guidelines and being transparent about receiving commission for affiliate links.

Build stronger merchant relationships through ROI

In contrast to other marketing channels, the affiliate marketing is a low-risk marketing strategy with the potential of high ROI. In fact in a recent report on the industry, PWC found that an affiliate channel generates about $20 for approximately every dollar spent.

What does this have to do with influencers? Success is often measured by revenue generated in performance marketing. If an influencer is already proving to provide a strong performance when it comes to brand awareness and increasing engagement, the ability to drive sales and revenue for brands demonstrates an extra layer of value to the marketing mix.

Work with new methods using innovative technology

Affiliate marketing offers a range of technology and tracking options for influencers to work within the online marketing space. ShareASale offers tools and methods to make it easier for merchants to connect with all types of influencers. Our offline tracking and exclusive coupon tools allow affiliates and influencers to be allocated individual codes, specific to their efforts and their audience. Tied to their specific influencer account, they are able to share across any platform, even verbally on a podcast, and receive credit for any resulting sale.

Connect with thousands of merchants quickly and easily

The affiliate industry has grown substantially since its inception, with an increase in spend across the channel of 15.1% YOY in 2017. It is now possible to find affiliate programs for most household brands and smaller retailers across all sectors. By joining an affiliate network – or networks – a publisher instantly has access to thousands of advertisers, whom you can contact and discuss opportunities and features with through a range of mediums.  Networks aim to facilitate these relationships and make communication, optimization and promotion for affiliates and influencers as simple and easy as possible.

Work with ShareASale

With over 5,200 merchant programs and 18 years of affiliate experience, ShareASale is ready to help influencers take their first steps into the world of affiliate marketing.

The ShareASale platform allows you to easily find relevant partners, create trackable affiliate links for your social media channels and website, and see real-time reporting for all your campaigns. You can view different in-depth reports and important metrics such as clicks, conversation rates, number of sales, and more. Within your affiliate account you’ll have the opportunity to promote exclusive brands, deals, and creative inventory.

Get started now by going to ShareASale.com, and clicking on Affiliate Sign Up. Once approved onto the ShareASale network, you will have full control to choose which merchant(s) you would like to work with. Each merchant has a different criteria, so be sure to fill out each application carefully, highlighting how you would cater to the merchant’s target audience by promoting their products or services. Once approved, you can start promoting with their affiliate links.

For more information or questions about the ShareASale platform, please contact our affiliate development team.