Stagnant affiliates are an ongoing problem of the vast majority of affiliate programs out there. Not that the inactive affiliates themselves pose the problem. It is the very fact that they are aboard the program, but not doing much that makes many CMOs and CEOs scratch their heads. There is also an inherent paradox to this situation; as affiliates only join the programs that they themselves want to join (there is no way for us to make these independent marketers sign up). Why, then, only 10% of your affiliates (or less!) are responsible for 90% of clicks and conversions driven by your affiliate program? Could it be because you are not devoting attention to affiliate activation?
To make things as easily digestible as possible I have created the below infographic — to help you start supporting affiliate activation in your program(s). As you will see, each of the elaborations start with an action verb (educate, motivate, equip, maintain). The four ways are also easy-to-remember as a RITS mnemonic, where every letter stands for a way to aid affiliate activation: via Resources, Incentives, Tools, and Support. Here is the infographic (and you may find more of my thoughts on this on page 17 of the newest issue of FeedFront Magazine):
Feel free to share this graphic as well as chime in with your thoughts on affiliate activation (via the “Comments” area under this post).