 Protecting Your Brand Online
When you have hundreds of affiliates joining your program it can seem like less trouble just to give them automatic approval. After all, does it really matter if your banner is out there on lots of non-performing websites?
Perhaps not - if sales are the only thing that matters.
But for businesses who have spent a lot of effort building their brands and reputation, the idea of a sales team given total freedom to do and say whatever they want to get commission would be out of the question. An unmonitored affiliate program is just that.
For example...
- You can build your image as high quality, and have an affiliate undermine that by promoting your products as "cheap" simply to get that click-thru and cookie set.
- For sites aimed at the adult market, you might decide where on that spectrum you fit and only want your name and banners associated with sites that fit within your target.
- Your advertisements appearing on popups produced by adware or in spam emails could be a marketing, and possibly legal, nightmare.
So, setting aside some time to determine your own terms and conditions, checking affiliate applications and approving only those who fit within your guidelines can pay off.
Your affiliate network should give you the tools to do this - but it's your job to decide what degree of control is needed for your particular business.
Quick Check: Search for your name on search engines. Your site should appear as the top organic (unpaid) result - if not, talk to your web developer.
Look around the screen to see what else is there.
Is there a brandbidding affiliate?
Check the paid advertisements to see how affiliate advertisements are describing your products or services.
Now look down the page, perhaps the first two or three pages. Are there affiliate sites there? Are they promoting you positively? Are all discounts and coupons advertised real and up-to-date? Are they using your content to promote you or for other purposes?
If you see anything you are not happy with, you need to check the terms and conditions of your affiliate program and revise them if necessary to protect yourself and your brand.
Posted by Gayle at February 27, 2008 11:30 PM
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