As PMA Executive Director
I LOVE seeing the growth of affiliate marketing. With every passing year, we witness more merchants embracing it and traditional media integrating it into their strategies. However, as a small affiliate, the industry keeps expanding while my size remains constant. I’m content with my "lifestyle business" and its flexibility, but I can’t help wondering how much longer my 17-year-old venture can remain competitive.
If you know me, you’re aware that I’m an optimist with a rosy outlook. Today, I want to share tips on how small businesses can thrive in affiliate marketing, whether you’re an OG OPM, a hobby blogger, or any other niche player.
Understand There’s Room for Everyone
From the outset, remember that affiliate marketing is vast and expanding. There’s ample space for all of us, with countless consumers worldwide making purchases daily! Consider this: why did you choose Applebees over your local mom-and-pop diner? Because every business offers something unique. Focus on what makes your business stand out.
Have a Niche Within a Niche
Sunshine Rewards is a cashback site, but we’ll never rival the big venture capital-backed sites. What sets us apart? We cater to Disney enthusiasts. We post Disney pictures and offer Disney gift cards as rewards. (Please, Disney, no shutdowns!)
You can be a travel site focused on those who dislike flying or a craft site aimed at less skilled crafts people. You don’t need to be everything to everyone; find your specific target audience and excel within that niche.
Get Personal with Your Customers
As mentioned, I share Disney vacation pictures on my cashback site, and these posts receive more engagement than any others. My members recognize me, and I get to know them. Be genuine and build relationships with your audience.
Be Realistic with Your Goals
It would be unrealistic for me to demand the same payment terms as major publishers. I set achievable goals based on my site’s size and traffic. While I strive for bigger brands, I use data and resources to understand what’s feasible.
Like Attracts Like
If you’re a small merchant, collaborate with smaller publishers. If you’re a niche publisher, partner with small merchants seeking relevant traffic. If you’re an agency, work with both small merchants and publishers. Not everyone becomes a giant; build relationships within your peer group.
Leverage Your Network
This is crucial for me, and it’s what has kept my business going. Affiliate marketing thrives on relationships—with competitors, industry peers, and professional associations.