Business Book Review
How to Build and Manage an Affiliate Program or Affiliate Network: The “Holy Bible” of Affiliate Programs and Networks Across All Industries
Author: Florin Simovici
Publication Date: October 13, 2024
Print length: 519 pages
Affiliate programs have been one of the most effective tools in the online marketing toolbox for many years. They can be a cost-effective, top driver of revenue for virtually any type of business across a wide range of product categories. Yet most affiliate programs never reach their full potential. The number one reason for this, in my experience, is mismanagement.
The issues can encompass the entire affiliate marketing process, from the software or network used to run the backend, to the people managing the affiliates themselves. The industry has grown to include better backend management practices and tech. What continues to be lacking is qualified affiliate program managers. It’s a job often assigned to whomever has time to take it on and do the basics. If you’re lucky, it will at least be someone in the marketing department.
Running a successful affiliate program takes much more than a bare minimum of knowledge and effort. Those most qualified are experienced with every aspect of the marketing strategy, as both an affiliate program manager and an affiliate marketer (publisher). But there’s a third perspective that’s rarely gained by first hand experience, and knowledge about it is just as rare: building an affiliate network.
This book is the perfect trifecta of knowledge, pulled from the experience of Florin Simovici. He speaks authoritatively about affiliate marketing as a publisher, program manager, and affiliate network founder. His book isn’t just the first one of its kind, but the only one of its kind.
I’ve been affiliate marketing for 25 years. Six of those years included building and managing an affiliate program. The combination of the two provides a unique perspective that gives me an edge. I know what affiliates need in order to give brands the conversions they’re expecting, for example. I also know their pain points and how to work with them to optimize campaigns. This book throws in a third perspective that amplifies the advantage: building and managing an affiliate network.
Synopsis
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In How to Build and Manage an Affiliate Program or Affiliate Network: The “Holy Bible” of Affiliate Programs and Networks Across All Industries, Florin Simovici begins by explaining the difference between an affiliate program and an affiliate network. Then, he dives right into what you need to know to start and run a successful affiliate program.
First, we learn how to start building an affiliate program, how to set up tracking, creating a website for it, publishing the first offers, onboarding new affiliates, understanding their needs, and educating them.
Second, we go into the management and maintenance of our affiliate program. We learn how to increase performance and help affiliates optimize their revenue. That takes us right into traffic/clicks and how to measure it, including fraud traffic. Gathering data and its analysis rounds out the lessons.
Building relationships with affiliates is a frequent challenge, but this book offers tips to help us on our way. Florin recommends offering the best support, as well as utilizing affiliate feedback to improve your program. Communication is key, which includes sending newsletters and following up with inactive affiliates. Build trust with transparency and always pay your affiliates on time.
Many companies still consider affiliate marketing to be some sort of side project, to be placed on the plate of someone responsible for digital marketing in general. In reality, it requires a dedicated expert if your affiliate program is to reach its full potential. The quick daily affiliate program checklist provided in this book acts as both a guide and a demonstration of just how much time and knowledge it takes to be successful. It reveals an entire strategy revolving only around affiliate marketing, as opposed to it being an afterthought or extra duty.
Finally, we step into the world of affiliate network management by learning how to onboard other advertisers. Tips for following up with advertisers and building awareness are included, along with suggestions for collaborating with other affiliate networks. Additionally, the author covers spam, scams, finances, statistical analysis, in-house traffic generation, and tips & tricks for industry tradeshows and building connections. You’ll find pertinent information to help you make decisions as well, such as costs and pros & cons.
I didn’t expect to find much that I didn’t already know, having worked in the industry for so long. However, I found the big picture approach showed me how I can utilize every tool available to build a better affiliate program and relationships with affiliates. I consider this to be invaluable as I pursue employment opportunities as an affiliate manager, and when I provide network guidance to our readers here.
This is an industry where marketers need to understand not only what works, but what the potential is. It’s difficult to maximize that potential when you don’t fully understand the roles of all players. This book delivers the experience you may be lacking, be it as an affiliate marketer, advertiser, or network owner.
Even if you don’t intend to start a network of your own, I suggest you read the chapters covering it. The additional perspective is truly beneficial as you develop & maintain your affiliate marketing strategy. Plus, each affiliate network has different levels of functionality and automation, so you may have to do some things manually on your own. By the end of this book, you’ll know and understand everything that is available to you at every level.
More Quick Thoughts
I enjoyed the ‘business casual’ tone of this book, the stories, larger font on white background, templates, and full colour illustrations throughout. It helped me stay focused on the content and fully grasp all of the concepts.
Besides the full coverage of every aspect and perspective of affiliate marketing, a primary source of value here is in the details. This isn’t the usual light & fluffy content you read online, not even close. Prepare yourself for a long trip through each topic and sub-topic, complete with step-by-step guides, examples and charts.
With so much information, I did miss having a table of contents to refer to. Perhaps future editions will include it. In the meantime, I’ll create my own because I’m certain I’ll reference it often.
The price of the book may surprise you, but there’s a great reason for that. It’s actually a fundraiser to help animal shelters rescue some of the many homeless pets in Romania. The value of having a consultant on your bookshelf is considerable. If you (or your affiliate manager) apply these actionable tips, it will certainly pay for itself. In fact, it could be one of the most profitable investments you’ve ever made.
About the Author
Florin Simovici is a co-founder and CEO of TrafficManager, a performance marketing network and affiliate tracking solution. Additionally, he is the co-founder and organizer of the Affiliate Expo Conference. He’s also COO of Payana, a payment platform. Florin has worked as an affiliate marketer, an affiliate program manager, and as an affiliate network user/owner/operator, all of which makes him the most well-rounded industry expert I’ve ever encountered.
Note his experience goes outside of the affiliate marketing world as well. He shares his marketing experience in many cross-over specialties too, from influencer marketing and A/B testing to building a team.
Recommendation
The affiliate marketing industry has needed this book for a long time, especially in the affiliate program management department. Most of us learned it in the trenches, without a guide. I’m convinced you won’t find a more complete book on the topic (I’ve looked). I wish I could give a copy to every affiliate manager I know, but I’ll have to be content with recommending it to them instead.
I highly recommend How to Build and Manage an Affiliate Program or Affiliate Network: The “Holy Bible” of Affiliate Programs and Networks Across All Industries by Florin Simovici to anyone responsible for affiliate program management, as well as those working in related departments. It’s a whole new level of expertise that’s sure to fine-tune your strategy into a well-oiled machine. This level of affiliate marketing expertise is a requirement, if it is to take its place as a top revenue generator for your business.
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Melody McKinnon is an internet entrepreneur with 25 years of experience in a wide range of online business models, backed by a formal business/marketing education and enhanced by training and mentorship. She has owned or managed both educational and ecommerce websites. Her book, 7 Recession Proof Online Businesses to Start From Home, is available from all major ebook retailers.
Melody has worked with many businesses in a multitude of capacities. She can often be found on CanadianDigitalMedia.com, CanadiansInternet.com, CanadianFamily.net, and AllNaturalPetCare.com, as well as other quality digital publications. Her content has earned reference links from highly-respected websites, magazines and university textbooks.
I wish all reviews were this thorough!! Especially when the book description isn’t detailed on Amazon and there isn’t a table of contents. I probably wouldn’t consider it without this description you’ve done. I haven’t bought it yet but I plan to soon. I want so many business books I have to list them and buy in order hahaha.
Does anyone have other great books to recommend especially about affiliate programs?
Rarely seen info for sure. I have to save up some pennies but I will surely purchase this book! Appreciate the heads up on it!
– Bently