What is a Super Publisher and How Do I Become One?

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The web definition of a super affiliate is “an affiliate capable of generating a significant percentage of an affiliate program's activity.”

I disagree! A super affiliate has so many more strings to their bow than just generating big revenues. A super affiliate has many traits and to suggest that revenue is the only important factor is naïve; some of the other factors that can make an affiliate super are outlined below. Be aware though, this is not an exhaustive list but can certainly help you on your way!

Reliability: Networks and merchants love an affiliate that they can rely on to pick up the phone, answer emails (or msn) and be responsive to new opportunities. It helps to create a great working relationship and ensures that you’re seen as a “go-to” affiliate and can result in you getting sneak previews for the latest hot deals.

Flexibility: You don’t have to be a contortionist but being able to turn around last minute opportunities is incredibly helpful. It’s not uncommon for an advertiser to inform affiliates that they’re having a one day sale starting tomorrow morning.

Opportunities like this are best served with blogs, Facebook, Twitter and other forms of social media. Flexibility can help you to keep your content fresh (great for SEO and for your users) as well as ensuring you become a preferred partner to merchants.

Proactivity: A fundamental difference between a standard affiliate and a super affiliate is their approach. A super affiliate is proactive and will regularly be in touch (either through the network account manager or directly) with their top merchants. It is likely that a super affiliate will approach merchants with new opportunities; often looking for increased commission or exclusive codes. This is instead of being reactive and waiting for the next sale or great deal to be released by the merchant. Typically, a super affiliate will carry the ethos “don’t ask and you don’t get”.

Innovation: One of the greatest things about affiliate marketing is the constant innovation within the industry. A super affiliate is likely to position themselves as a market leader in their field by coming up with new ideas and new opportunities. Beyond the usual emails or site-wide opportunities, a super affiliate could develop new technologies, create new marketing methods (embracing behavioural re-targeting for example) as well as finding new ways to engage with their user base.

Personable: Affiliate marketing is a very social industry. I feel confident in saying that numerous partnerships between merchants, affiliates or networks have developed during social events. These vary from black tie events, the IAB meetings and naturally, the pub! Making friends within the industry can go a long way to helping your business. There are undoubtedly some merchants who consider their super affiliates to be the ones who can last the distance with them on a heavy night out (I won’t name any names!)

There are other factors that can help you to become a super affiliate and the single most important element is to do the basics and to do them very well. Everyone is a super affiliate in the making and so if you have the time, you now have the know-how!

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