Affiliate marketing is a rapidly growing field that can help brands in virtually any industry generate more engagement and sales. Brand trust is a critical element in generating sales, and affiliate marketing gives you the opportunity to tap into an existing audience and take advantage of their trust in the influencer.
In this article, we’ll cover some of the most important advantages of affiliate marketing for omnichannel marketing in 2021. We’ll also offer some tips to help you leverage your affiliates more effectively and grow your brand through affiliate marketing as well as a variety of other channels.
1. Affiliates can help you reach new audiences
Lead identification is a vital element of the sales cycle, and targeting the right customers will help you make better use of your marketing budget. Affiliates offer ready-made audiences that are already invested in their content.
Furthermore, if you work with an affiliate who creates content that’s relevant to your brand, you’ll be connecting with an audience that has a high likelihood of conversion.
If you’re selling clothing, for example, working with a fashion influencer will give you the opportunity to market to customers who are interested in clothes and ready to buy based on the influencer’s recommendation.
With that in mind, affiliate marketing is highly effective when it comes to building your audience while carefully targeting your campaigns. Taking advantage of the audience’s existing trust can help you push leads through the sales cycle more quickly.
In other words, affiliate leads are often already warm through their engagement with the influencer, so you won’t have to spend as much time or money convincing them to pay for your products or services.
2. Affiliate marketing lets you pay for what you need
Affiliates typically work for a commission rather than a flat fee, and marketers have some control over the payment structure. For example, some affiliates work for a certain percentage of each sale they generate. In that case, you’ll only pay for successful conversions, so there’s no risk of overpaying for poor results.
On the other hand, other affiliate programs pay out based on clicks or other actions such as subscriptions or downloads. Whatever your target is, you can work with your affiliates accordingly and ensure that you pay for the right result.
This arrangement is often mutually beneficial for the affiliate and the client – affiliates earn more money from successful content, and clients take on less risk by only paying for results.
In addition to kickbacks for the affiliate, some brands offer discounts or other gifts to customers who place an order through an affiliate link. For example, you might offer 10% off when a new lead makes their first purchase with an affiliate link. In the long run, these perks are a small price to pay in exchange for the benefits of acquiring a new customer.
3. Affiliates generate traffic and sales on their own
Digital marketing is extraordinarily complicated, and it can be time-and resource-intensive even with tools to automate the process. On the other hand, affiliate marketers do their work independently, giving you a consistent stream of leads without having to spend any additional time on each campaign.
While affiliate marketers can’t replace an internal marketing team, they can take some pressure off your marketing staff when it comes to lead generation and customer acquisition. In turn, this will free up more time to focus on other areas of each campaign and consistently optimize every aspect of your approach to digital marketing.
4. Affiliates meet users where they are
Paid ads have a role to play in digital marketing, but organic content meets internet users where they are, and it isn’t as obviously promotional. Even though you’re paying the affiliate for their work, it doesn’t appear as an ad to their audience – instead, it shows up in their normal feed like any other post.
While you can develop an organic online presence and be visible on search engines over time, affiliate marketing lets you tap into an existing presence that has already cultivated that level of engagement.
High-authority affiliates in your niche already have an audience that trusts them and has a high likelihood of being interested in your products or services.
Customers may also perceive an affiliate discount as more valuable or exclusive than a discount that’s advertised openly on your website or social media channels. In many cases, they’ll feel more motivated to buy if they think they’re getting a deal that isn’t available to the average customer.
5. Affiliate marketers give you valuable information
Data is a crucial element of contemporary digital marketing, and affiliate marketers can give your team valuable insights into your audience’s habits and preferences. Actions taken through an affiliate link are closely tracked, and you can see exactly how leads are entering your sales funnel, engaging with your brand, and finally being convinced to make a purchase.
Over time, this information will help you understand what motivates your customers to buy your products and how you can build marketing campaigns that respond to their desires.
Furthermore, you can generate this information without taking on too much risk to your bottom line, since affiliates use their own strategies, and you only have to pay them for concrete results.
Seeing affiliates in action could also give you new ideas on how to interact with your customers and gain more of their trust. Understanding your customers is fundamental for both lead acquisition and customer retention. And working with affiliates can give you a new perspective on your audience.
Affiliate marketing is becoming more common in a variety of fields. As a result, omnichannel marketing strategies that fail to leverage the power of affiliates won't generate the highest possible traffic, engagement, and sales. These are just a few of the countless benefits that affiliates can offer.
Do you have questions about omnichannel marketing and working with affiliates? Let us know in the comments!