In the dynamic realm of affiliate marketing, the journey with certified B-Corporations demands a unique understanding and strategic finesse. We recognize that B-Corps require distinct attention due to their commitment to social and environmental responsibility. With industry experience dating back to 2001, we have honed our skills to not only navigate the common challenges of affiliate marketing but also to tailor our approach to empower B-Corps within this space.
The Challenge: Navigating the Complexities of Affiliate Marketing for B-Corps
For many companies, affiliate marketing is an appealing revenue-generating channel with an efficient return on ad spend (ROAS). However, apprehensions often arise due to concerns about potential bad actors in the affiliate marketing space. Fraudulent activities and lower-quality traffic can cast a shadow on the otherwise lucrative prospects of affiliate marketing. Moreover, the prevalence of cashback/loyalty affiliates and deal and coupon affiliate sites raises worries about the potential impact on brand alignment. These challenges are magnified when working with B-Corps, which emphasizes ethical and sustainable business practices. Addressing these concerns required a thoughtful strategy and a deep understanding of the affiliate marketing landscape.
The Solution: Tailoring Solutions for B-Corp Success
Leveraging our extensive experience, we approached the challenge with a nuanced strategy. Recognizing the importance of maintaining brand-safe partnerships while scaling the affiliate program for our B-Corp client, we adopted a customer-centric perspective. The key question guiding our decisions was whether our client’s customers would support the partnerships forged. By aligning partnerships with the values of the client’s customer base, we aimed to create collaborations that not only drive sales but also resonate positively with the target audience.
Our main strategy focused on a full-funnel approach, incorporating influencer campaigns, Connected TV campaigns, content commerce sites, blog, and niche vertical sites, employee benefits networks, and more. This approach ensured that the partnerships created were diverse and aligned with the brand values, thereby mitigating concerns about potential negative impacts on the brand image.
Results: Driving Growth and Impact
Our tailored strategy yielded impressive results across various key performance indicators:
- Affiliate partner list growth: +105%
- Active affiliate partners driving traffic: +80%
- Affiliate partners driving sales for the brand: +73%
- Performance PR coverage growth: +95% year-over-year
- Revenue growth: +40% year-over-year
- Traffic growth: +38% year-over-year
- Average order value and new customer volume growth: +10-15% year-over-year
This comprehensive approach not only addressed the initial challenges but also positioned the affiliate program as a significant driver of growth for our B-Corp client. By embracing diverse partnerships and aligning them with the values of the customer base, we not only ensured brand safety but also fostered sustainable and impactful growth in the affiliate marketing space.
About eAccountable
eAccountable is a digital marketing agency headquartered in Denver, Colorado. For more than two decades, online retailers have partnered with us to increase revenue, acquire new customers, and build brand loyalty. Through an integrated omnichannel digital marketing approach, we have helped clients across many industries recognize quick and extremely profitable results.
If you’re interested in learning more about how eAccountable can help you optimize your affiliate channel and maximize your return on ad spend, drop us a line.