Loyalty programs are a marketing strategy that aims to encourage customers to keep on shopping or use the services the business offers. It can be designed in different ways, but most of the time, repeating customers get a discount on the purchase being done or collect points that will allow them to get discounts on future purchases. 

They are commonly used in B2C businesses, and they have a great potential for B2B businesses too.

Working for an affiliate marketing agency that has in-house publishers, allows me to have direct contact with both publishers and advertisers and therefore a complete picture when it comes to lead generation.

In this article, I would like to deepen the topic on a loyalty program for B2B business,  share my opinion on how it changed my perceptions about campaigns, and what anyone can take from it. 

When a campaign does not convert well –  make it easier for the other people to send:

Naturally, working with various verticals, it is possible that campaigns don’t convert well. This was the case for one related to real estate, it was very difficult to generate leads, even if the campaign was sent on different occasions.
So what did the partner do? They decided to increase the CPL and implement a reward system: based on how many leads we had delivered they would have increased the CPL accordingly. 

This was a great example of customer experience, because the advertisers didn’t get mad, but did something to make the campaign more interesting to send. 

Competition between various affiliates – prizes for the 1st 2nd and 3rd place!

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This last example regards the igaming sector, and the campaigns we run are converting good. What the partners did, to push the publishers to send more, was creating a competition with prizes for the whole month of August. The more leads we manage to generate, the higher the chances to win the first prize. 

Concluding, if there is a chance, I’d recommend anyone to try to create such programs to see if the traffic improves!

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