If your affiliate program isn't global, you're not just missing out on growth—you're actively forfeiting market share to hungrier competitors.
But let's be clear: Global expansion done poorly is worse than no expansion.
A half-hearted attempt will leave your SaaS business with a fractured, unprofitable mess.
We want you to be able to celebrate a successful international expansion, so we've gathered a list of to-dos when formulating your global affiliate program strategies. Here's how to expand your affiliate program across borders.
1. Research The Local Market Thoroughly
Many assumptions exist about how 'things go' in other countries, especially in an online space like affiliate management. How different can it be?
Well, it can be pretty different. For instance, Germany has its own version of LinkedIn, named XING. It's just one of the things you could (and should) unveil when researching the local market.
That's why market research should be at the top of your to-do list in your affiliate marketing expansion plan. Here's how to find the nuances that make each market unique.
What to investigate:
- Cultural norms: Understand the cultural context of doing business in other countries. Does directness translate to rudeness? Is it cool to mention income numbers? Don't make assumptions; learn the rules.
- Economic landscape: Don't insult your potential affiliates with low-ball commissions, but at the same time, don't go into financial ruin by offering way beyond what's considered normal in a country. Understand the local economy and adjust your incentives accordingly. A good starting point is what competitors offer. An even better one is talking directly to affiliates in the market.
- Consumer behavior: What drives people in this particular country to join an affiliate program? How is it perceived? How do they get to the decision to become an affiliate?
- Digital habits: Where do they hang out online? Is there a local version of LinkedIn? You never know.
- Legal and compliance: Get expert advice to avoid being caught off guard by data privacy laws, tax regulations, or disclosure requirements. Ignorance isn't an excuse.
Must-have data before expanding your affiliate program internationally:
- Competitor analysis: Know who your competitors will be, how their international affiliate marketing programs work, and what affiliates think of them.
- Keyword research: Understand the language your target audience uses when searching for SaaS products and affiliate marketing programs. This informs your SEO and content strategy. (Keywords often don’t directly translate across countries, so don't skip this step.)
- Social listening: Monitor online conversations related to your industry and brand. This will give you insights into customer sentiment and identify emerging trends.
Pro Tip: Discover 6 creative ways to promote your affiliate program beyond social media marketing.
2. Localize Everything, Not Just the Words You Use
A great translation of your landing page and content is absolutely essential, but it is only one element of localization.
Everything from visuals to payment methods has to feel like home to your new audience.
- Language and tone: Work with localization experts who understand the local tone, humor, and inside jokes.
- Visuals: A picture isn’t worth a thousand words if it’s culturally tone-deaf. Make sure your visuals resonate with local cultures and values. Even colors can have different meanings.
- Payments: People want to get paid their way, in their currency, through a platform they trust. Don't expect them to adapt to your affiliate payment methods, but meet them where they are.
Other things you should keep in mind during affiliate marketing localization:
- Holidays and events: To show you understand the market, align all your content and promotions with local holidays and cultural events.
- Seasonal trends: What's the weather like in your newest target country? It might seem like a futile detail, but the seasons do affect consumer behavior throughout the year. Adapt your messaging and offers accordingly.
3. Tailor Your Commission Structures To Fit the Market
The affiliate program in your home market might be more developed and thriving with a diversified commission structure. Before you copy and paste that elsewhere, find out what is most common and what your target affiliates are looking for. Here are some tips:
- Adjust to local expectations: What’s considered generous in one country might be seen as stingy in another.
- Performance-based incentives: If it fits the market, consider working with bonuses or some types of incentives.
- Stay agile: The world changes fast, and affiliates learn something new every day. Your commission structures should be flexible enough to pivot when necessary.
Troubles deciding how much to pay your affiliates?
This guide to affiliate compensation can help.
4. Segment Your SaaS Affiliate Programs Beyond Locations
When expanding your affiliate program internationally, avoid a scattergun approach. Instead, target specific markets with precision. Every move should be intentional, not based on mere speculation.
To optimize your programs in each country, segment them strategically.
Geographic segmentation is a logical starting point when managing multiple affiliate programs. However, for greater accuracy, consider more granular divisions.
For example, some regions have multiple languages.
Segmenting based on language can gather more precise performance data.
5. Global Tracking for Granular Insights
International affiliate marketing means more data and complexity. You're dealing with multiple currencies, time zones, languages, and cultural nuances.
If you’re not tracking the right metrics, you’re flying blind. Here's how you can make this a little easier on yourself.
- Track the same metrics in every market: Just because a new market you enter might be smaller or just an experiment, doesn't mean you shouldn't double down on data. Gather insights for the long term, and start by collecting the same data right away so you can make clear comparisons.
- Choose global affiliate management software: To streamline your international affiliate marketing efforts, choose software that seamlessly operates in all target markets. This eliminates the need for your team to switch between different platforms constantly. For example, Rewardful offers flexible customization, ensuring your affiliate marketing strategies remain effective regardless of the geographic region.
- Focus on fraud detection: International expansion opens the door to potential fraud attempts. An automated tracking system helps you identify suspicious activity and protect your program's integrity.
Pro tip: Learn how to detect and prevent affiliate fraud to secure revenue streams.
Benchmarking Across Borders
What is all that data telling you? To get the real answer, make sure that you specify what data applies where:
- Local vs. global KPIs: When managing multiple affiliate programs, don't assume that what works in one market will automatically translate to another. That goes for tactics and goals. Set realistic regional benchmarks based on local factors like competition, economic conditions, and consumer behavior.
- Regular reviews: Conduct periodic performance reviews to identify trends, spot opportunities, and address underperforming areas.
- Translate learnings: If you see that something works in one market, you can do a small-scale test to find out whether or not it would also work elsewhere.
Related: Not sure what metrics to track?
Start with these 10+ essential affiliate marketing metrics.
6. Leverage Local Expertise for Insider Tips
Your best allies in a new market are the people who know it better than you ever could—local affiliates.
Speaking to them through surveys, focus groups or even individual interviews will give you boatloads of information, and you immediately start building relationships.
- Recruit local talent: Local affiliates bring local knowledge. They know the influencers, the trends, and the unspoken rules. Try to get them on your team.
- Tailored (not just translated) training: A translated version of your existing training materials won’t always cut it. Create region-specific onboarding and ongoing support to keep your affiliates in the game.
- Stay connected: Keep the lines of communication open in all the markets you operate in. Regular check-ins and updates are key to keeping your affiliates engaged and your team informed.
7. Get ahead of Legal and Compliance Challenges
International markets have their own rules.
Make sure you consult the right resources and right people to know how to safely and legally expand your affiliate program.
Here are just a few factors to keep in mind:
- Data privacy laws: Like GDRP for Europe, there may be local regulations that you must follow. Failure to comply could cost you more than just fines—it could cost you your reputation.
- Tax obligations: Different countries have different tax laws. Know what you’re responsible for, and make sure your affiliates do, too.
- Disclosure requirements: In some places, affiliates must be transparent about their relationships with you. Make sure they follow the agreed rules.
8. Build a Support System That Scales
As your program grows, so will the demands on your support team. You need a system that can handle it.
That means:
- Localized support: Offer local language support. It’s not just polite; it’s essential for effective communication.
- Round-the-clock availability: If your affiliates aren’t all in the same time zone, ideally, your support team shouldn’t be either. At the very least, communicate clearly how long a response might take based on timezone limitations.
- 24/7 resource center: Create a go-to hub for all your affiliates in case they need quick DIY support. Make sure it has everything they need to succeed and is tailored to each market.
Build Your Brand Across the Globe With Rewardful
Expanding your affiliate program internationally is an opportunity to dominate new markets. But to do it right, you need the right strategies, the right tools, and the right partners.
Rewardful is here to help you scale your affiliate program globally, with the features and support you need to succeed.
Check out Rewardful’s pricing and start building your global affiliate empire.
