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’m thrilled to witness the growth of affiliate marketing. Year after year, we see more merchants embracing it and traditional media integrating it. However, while the pond keeps expanding, I, as a small affiliate, maintain the same size. I enjoy my "lifestyle business" and its flexibility, but I can’t help wondering how much longer my 17-year-old venture can stay competitive.
If you know me, you know I’m an optimist with rose-colored glasses. Today, I want to share tips on how small businesses can thrive in affiliate marketing. Whether you’re an OG OPM, a hobby blogger, or any other niche player, I’ve got your back!
Understand There’s Room for Everyone
Affiliate marketing is booming, and there’s ample space for everyone. With billions of consumers worldwide spending money on countless items and services—from local mom-and-pop diners to national chains like Applebees—there’s always a place for unique offerings. Focus on differentiating yourself.
Have a Niche Within a Niche
Take Sunshine Rewards, for instance, a cashback site that caters specifically to Disney enthusiasts. We may never compete with venture capital-backed giants, but we offer something unique: Disney deals, pictures, and gift cards.
You can be a travel site catering to those who hate flying or a craft site aimed at terrible crafts people. You don’t have to be everything to everyone; focus on being everything for a smaller, targeted audience.
Get Personal with Your Customers
As mentioned, I personalize my content by sharing Disney vacation pictures on my cashback site, and it resonates with members. They know me, follow my family’s journey, and we build relationships.
Be Realistic with Your Goals
It’s unrealistic to demand the same compensation as large publishers. Be honest about your audience size and traffic, set achievable goals, and leverage available data and resources to determine what’s feasible.
Like Attracts Like
If you’re a small merchant, collaborate with smaller but willing publishers. Niche publishers, likewise, can find value in working with small agencies or merchants. Remember, commerce isn’t just about big dogs; there’s a place for everyone.