Is the Affiliate Program You’re Considering Ethical?

affiliate programs

There are affiliate-marketing programs on every corner; some from new organizations and others from more established entities.

Regardless of which route you’re considering, there’s a ton of money to be made if you conduct your due diligence before making a selection.

How to Evaluate Affiliate-Marketing Programs

1. Does the company offer a trial period?

No one likes being pressured into any form of agreement since it is usually followed by deeply embedded regret. So if you’re strongly considering an affiliate-marketing program, don’t make a serious commitment until you’re absolutely certain.

The program administrator should be willing to give you a virtual tour of what it entails and an inside look into the benefits you can derive to help you reach a decision.

2. Is a specific user need addressed by the product or service?

As the old phrase says, features tell but benefits sell.

What particular benefit or solution are the products or services offering? If you’re unable to pinpoint an answer to this, your target market will have trouble as well. And there’s a strong chance sales will be meager.

3. Are affiliate marketers provided with tools for success?

It’s possible to have a wealth of knowledge about the offering, but it’s a tough sell when you don’t have the appropriate marketing materials, such as copy, social media links or digital ads at your disposal to boost promotion efforts.

4. Is the primary website fully functional?

Even if the affiliate program is irresistible, a website that’s quirky or difficult to navigate could severely reduce conversion rates.

5. Does the company have a stellar reputation?

Before you fall for the sales pitch, conduct your fair share of sleuthing because it’s the perception of potential customers that matters most. Pay attention to the online reviews and feel free to reach out to other affiliates with whom you have a relationship. If a bulk of the responses are positive, it’s highly likely you’ll also have a positive experience.

6. Do the numbers add up?

With commissions, don’t always go with the higher number. Conversion rates also matter. To illustrate:

  • Company A: 2% conversion rate, commission of $10,200 visitors
  • Company B: 6% conversion rate, commission of $5,200 visitors

Although Company A has the higher commission, you would only earn $40 versus $60 with Company B.

7. Are there stringent barriers to entry?

Do you have to actually have experience with the product or service, even if it’s only through training? If not, your testimonial and sales pitch won’t be coming from a sincere place as it’s clear money is the motive and not the well-being of the customer. This is an easy way to tarnish the reputation of the brand.

Affiliate Programs Worth Considering

Be selective with the affiliate programs you choose so that you can align your business with good brands, relevant products or services and have the right tools to properly manage them.

For example, choosing affiliate programs with well-known brands that offer a broad appeal to businesses and/or consumers will be easier to make a sale, but will typically have more confidence in the brand you are representing. You may also want to choose programs that give you a larger variety of products or services to promote – increasing opportunities for sales.

Here are some types of programs that are worth considering:

Programs Offering Value to Customers

You’ll have greater success when you market a products or services that offer clear value to the lives of individuals – and you can also feel good about it.

For example, offering LifeLock protection to your members or customers is definitely a perk worth considering. This organization is one of the most reputable and trusted brands in identity theft protection and you can . LifeLock displays a keen interest in their affiliates by equipping them with the knowledge and tools needed to succeed.

In addition to offering a personal consultation to evaluate the program, LifeLock’s Affinity Program has a toll-free number you can also call to ask general questions if you want to explore your options without feeling compelled to join. If you decide to take the next step, an application for consideration must be completed in order for LifeLock to determine if you’re a good fit for the affinity program.

Programs with Broad Product Selection

Customers want choice and selection from retailers… and a broader selection of products to choice from equates to more affiliate sales. The Amazon Associates Program is definitely becoming the go-to program for offering nearly any product available to purchase online. And what’s not to love about Amazon? It’s the premier shopping hub for online consumers and its affiliate program allows you to get a piece of the revenues generated by the #1 Internet retailer.

With programs like Amazon Prime that gives buyers free shipping, music downloads and streaming video for one low annual cost, buyers are finding that Amazon is the go-to online store for nearly anything they need to buy.

Once you’re granted approval to join the program, you’ll have the opportunity to earn between 1 and 10 percent in advertising fees generated from both the sale of advertised products and qualifying purchases.

Programs with Affiliate Management Services

Joining an affiliate management service will not only help you find a reputable affiliate program, but it will give you tools to manage multiple programs in one place. Typically there is no cost for publishers to use affiliate management services.

Popular choices include: Conversant (formerly Commission Junction), Share-A-Sale and Rakuten LinkShare.

Bottom line: if you do your homework and choose wisely, your wallet will thank you. And as with any advertising or promotional program, you’ll want to continually evaluate and optimize based on performance for your own business.

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Roy Rasmussen

Roy Rasmussen, co-author of "Publishing for Publicity," is a freelance copywriter who helps small businesses get more customers and make more sales. His specialty is helping experts reach their target market with a focused sales message. His most recent projects include books on cloud computing, small business management, sales, and business coaching.