Can Small Businesses Keep Afloat in the New Affiliate Marketing? – Tricia Meyer
by Tricia
My posts may include paid links for which I earn a commission.
As PMA Executive Director, I am thrilled to witness the growth of affiliate marketing year over year. More merchants are embracing it, and traditional media is finding creative ways to integrate it. However, while the pond keeps expanding, my small affiliate business remains the same size. Despite being content with my "lifestyle business" and its flexibility, I can’t help but wonder how much longer it can stay competitive.
If you know me, you’re aware of my optimistic outlook, or as some might say, wearing rose-colored glasses. Today, I want to share tips on how small businesses like yours—whether you’re an OG OPM, a hobby blogger, or any other affiliate marketing entrepreneur—can thrive in the ever-evolving landscape of affiliate marketing.
Understand There Is Room for Everyone
Affiliate marketing is booming, and there’s ample space for all of us. With billions of consumers worldwide spending on countless products and services, there’s always a place for another affiliate marketer. The key? Find your unique angle. Just as every business offers something slightly different, so can you. Focus on your distinct niche and cater to a smaller target audience.
Have a Niche Within a Niche
Take Sunshine Rewards, for example, a cashback site that focuses on Disney deals. We won’t ever rival the big venture capital-backed cash back sites, but we have our own dedicated community—Disney enthusiasts like us! You can apply this principle to any niche: be a travel site catering to those who prefer road trips over flights or a craft site aimed at beginners.
You don’t need to be everything to everyone; find your specific target audience and become their go-to resource.
Get Personal with Your Customers
Building a personal connection with customers is invaluable. As I’ve discovered, sharing personal touches like family vacation pictures on my cashback site generates more engagement than any other content. My members recognize me, connect with me, and trust me—a bond that cannot be replicated at scale.
Be Realistic with Your Goals
Set realistic goals for your business to achieve them effectively. It’s impractical to expect the same compensation as large publishers, so be honest about your traffic and membership size. Utilize available data and resources to understand what’s feasible and work towards achievable milestones.
Like Attracts Like
If you’re a small merchant looking to build your affiliate program: Collaborate with smaller but willing publishers.
For small niche publishers: Connect with small merchants desperate for quality traffic.
Small agencies: Partner with both small merchants and smaller publishers in need of support.
Remember, the world of commerce doesn’t operate on a level playing field, so seek out businesses similar to yours to explore mutually beneficial opportunities.