The best Publishers seek out Advertisers that offer reasonable, transparent contracts. Before you begin recruitment, double-check your Affiliate agreement to make sure it is fair; your contract should be very clear about when and how Publishers will be paid. Don't require that Publishers accrue a large sum of money in order to meet the "minimum payment level" and receive their check. Absurdly high minimum payouts will frustrate Publishers from the start. Track visitors with cookies so that your Publishers can receive credits for anyone who returns to your site to make a purchase within a reasonable amount of time (30-90 days). Such small concessions will increase potential Publishers' confidence in your organization.
You should also make sure to offer potential Publishers an attractive base pay rate. Publishers will often choose between competing advertisers by going with whoever pays more. If you want to attract the best Publishers, make sure your starting pay rate is worth their while. Some advertisers offer a "quick start bonus" to new recruits. Paying Publishers a higher commission during their first one or two months of advertising will encourage them to focus heavily on your organization and will help promote loyalty to your cause.
Your organizations' website can be a powerful tool to recruit Publishers. Your Affiliate Network will provide you with a link for Publisher signups. However, you must take responsibility for "selling" your Affiliate Program and letting potential Publishers know the details. Create a special section on your website that's aimed at recruiting the best Publishers available. Include in-depth information about your company, your pay rate, and the types of links, banners, and content you will provide. If you are running any special incentives for new recruits, be sure to mention it. You're likely to receive many applications from potential Publishers through your website; simply choose the ones that have the most potential and politely decline the rest.
As an example, March of Dimes has a webpage dedicated to affiliate recruitment. Included are a description of the program, sample banners, text links, the affiliate agreement, and a sign-up page.
Affiliate Program Directories
Affiliate Program directories such as Affiliates Directory (http://affiliatesdirectory.com), Affiliate Match (http://affiliatematch.com), and Affiliate Programs Directory (http://affiliate-programs-directory.com), allow advertisers to list their programs for potential Publishers' consideration. Some directories charge a fee for each listing; others allow you to list for free. Many organizations also choose to advertise their Affiliate Programs by putting out press releases on publicity sites like PRWeb.com or by purchasing Google AdWords. AffiliateAnnouncement (http://affiliateannouncement.com) is a paid service often used by new Advertisers to quickly publicize their new Affiliate Programs via directories, newsletters, forums, and press releases.
Invitations
Identify the top Publishers in your Affiliate Network and send them an email, personally inviting them to advertise for you. You may want to include a special incentive offer for the top Publishers who accept your invitation.
You can also find potential Affiliates by searching the internet for webmasters who operate websites in your niche and by browsing forums related to your topic. Consider purchasing a specialized software program that spiders the internet, identifies websites with your selected key phrases, and compiles a list of potential Publishers for your organization. Identify the top 5 to 10 percent of Publishers on the list and make them an offer thorough a phone call or email message.
Seek eNewsletter Publishers as well. Many of these Publishers can include your banner ads in newsletters that are distributed via email to thousands of loyal readers.
