These scenarios lead to the following question: if tomorrow you were not able to make money online the exact way you do
today, how would you be impacted? What would you do?
Well, you could throw in the towel, protest on affiliate message boards, or (in the case of a Google change) sift through
the trash receptacles at Google headquarters to find evidence of the new search algorithm. Commission Junction recommends
you don’t waste your time doing this.
Here's a better option: capitalize on the opportunity that comes on the cusp of change. Look, we’ve all faced some
uncomfortable and inevitable changes in online marketing. But we, as affiliate marketers, have always unearthed new money-making
opportunities in every change.
For instance, when paid search was first introduced, many natural search publishers feared that their activities would
become worthless. If someone could go and “buy” a spot in search engine listings, then would SEO (search engine
optimization or “natural search”) have any use? In reality, there turned out to be a market for both paid and
natural search, which included new and very lucrative opportunities for publishers to diversify into activities like search
arbitrage (see "paid search" below for an explanation).
Diversification — keep your eggs in different baskets
The best way to ready yourself for change is through diversification. "Diversification" is just a fancy way of saying "mixing
it up" or "varying." Diversify your promotional activities enough so that, no matter what beyond-your-control events happened
online, your affiliate income would not be 100% at risk. Look for other affiliate business models (promotional methods) that
could supplement your current model to fill in income gaps if your current model became less effective.
Here are just a few of the models you could diversify into: content and comparison sites, search marketing, email marketing,
incentive/reward sites, and portals. Commission Junction's most successful publishers use a combination of models. Below are
some tips for adding a model to your mix.
Content and comparison sites. No matter what the trend, the most reliable way to diversify will always be this:
create strong content!
Search engines and customers love relevant, content-rich landing pages, and Web sites loaded with strong product descriptions
and educational tips. How do you start creating a content-rich site? Log in to your CJ Account Manager™ or the BFAST®
Partner Gateway, and search for an appealing category. Then, identify its relevant keywords — the links between you
and what your customer is actively searching for.
"Your keyword list is gold!" exclaims James Martell, author of the popular Affiliate Marketer's Handbook. "You should begin
every Web site project with a 200-400 word keyword list before starting any construction," he says. Then build one complete
product page optimized to each keyword. Use a site like wordtracker.com or an advertiser's Web page to compile a list of relevant
words.
If writing is not your strength, consider outsourcing content creation to eager college students, contractors or sites
like www.elance.com, or InfoSearch.
Search Engine Optimization (SEO) for natural placement. In addition to the search placement benefits of strong content,
learn other techniques for getting good site rankings. Even if you outsource SEO, you'll be better able to evaluate which
third-party providers are legitimate by knowing the basics. James Martell, for instance, optimizes his keyword-based pages
by putting a primary and secondary keyword once in the title, once in the first paragraph and then variations of them 24-36
times throughout each 300-word article. This strategy, combined with cross-linking relevant pages on a site, can increase
the content a search engine spider crawls for on your domain.
Paid Search. Search arbitrage is the profit you make from the difference between what you have to pay for a keyword
and the commission you earn when a user performs a click-through to the advertiser via the keyword and generates a sale or
lead. You can also use paid search to drive traffic to your own high-conversion landing pages or relevant Web site.
Though Google and Yahoo! host the largest paid search programs, there are many smaller sites to consider including Search123,
Looksmart, Kanoodle and FindWhat. Many times premium placement on these sites costs less because of reduced bidding competition,
and so as long as they offer you sufficiently high traffic levels, they can offer strong value.
Email marketing. If you don't already, start collecting opt-in email addresses for future email or newsletter marketing.
Think of how you might enhance a product-based Web site with regular "top seller" emails or educational newsletters. You might
also email current customers related-product suggestions, new product or accessory releases, or repurchase reminders for consumables
bought on a regular basis (like copy paper and ink cartridges).
Any of the above diversification strategies can reduce the downside of change. And even if change comes, we affiliate marketers
will continue to earn respect and pay checks the same way we always have — by blazing new trails and taking advantage
of the opportunities that arise each time the rules of the game are reinvented.
