Choosing The Right Publishers For Your Brand

When you’re considering an affiliate marketing strategy, it can be easy to end up tempted to work with all kinds of publishers to drive traffic and boost sales. While you might think this is a foolproof strategy, it can be pretty damaging. Rather than apply to all kinds of programs and blindly accepting all publishers on to your program, you really ought to be selective. Partnering with the right publishers can go a long way when it comes to the success of your affiliate program. So, in our latest post, we’re breaking down everything you need to know about making the right choice. 

At Converzion, we separate publishers into seven key categories, three of which are content-based. To get started, we’re going to break these down. 

Content affiliates

Magazine editorial sites 

Magazine editorial sites refer to the sites that are established, with high levels of traffic. From Cosmopolitan to GQ, these kinds of publishers can offer exposure that will reach millions, although it won’t come cheap. With that said, a lot of magazine sites have affiliate programs that will feature on a particular section of their website, linking into editorial where possible. 

Influencers & bloggers 

Influencer and bloggers can be an essential part of your affiliate program when you select the right ones. Most influencers and bloggers will drive traffic and sales through their website and social media. If you have a popular brand, they’ll often come flocking to apply to your program and become a publisher. 

Niche sites 

Last but not least are niche sites. These can be a godsend if you’re in search of an engaged audience within your target market. For example, there’s no better place to promote your cycling products than on a website dedicated to cycling. 

Non-content focused affiliates

Voucher codes sites 

Discount sites are the types of publishers that purely exist to give shoppers the latest verified discount codes such as my voucher codes, voucher cloud and Groupon. While it’s relatively straightforward to get accepted on to these programs, securing additional exposure can come with a pretty hefty price tag. 

Incentive publishers 

Incentive publishers refer to cashback and loyalty sides such as Quidco and top cashback. Again, these programs are pretty easy to get accepted on to. 

Closed networks

Closed networks offer deals and discounts to select customers within their groups. These groups can range from a few thousand members to millions of members and will allow brands to target new customer demographics.

Tech affiliates

Tech affiliates will allow brands to utilise software without any upfront or monthly fixed costs to drive sales. They use this technology to convert both new and returning customers, customers who have items in their basket but don’t reach the checkout and those who have made a purchase and can ‘refer a friend.’

Now that you’re aware of the seven core publishers, you can narrow down the types of affiliates you’d like to have on your program. Once you’ve done that there are several questions you have to ask yourself about each. 

  • Does this publisher align with our brand and its values? 
  • Does it fit within our niche or the interested of our target audience? 
  • Will this publisher add value to the brand we’re trying to build? 

If the answer to any of these questions is no, then you categorically should not choose not to work with that publisher. It’s so vital that you remember that the publishers you work with can sometimes be your audiences first contact with your brand. Therefore, if they’re not the right fit, it can be damaging. 

Finding publishers 

When it comes to finding the publishers for you, there are a number of different approaches you can take. From looking at competitor brands to hand-picking the publishers you’d like to work with, there are plenty of ways of finding the perfect fit. 

If this all seems like it’s out of your comfort zone, don’t panic. Here at Converzion Digital, we take care of your complete affiliate strategy. From selecting publishers to converting customers and everything in between, you’ll be in good hands with us. Get in touch to find out more.