In the second half of 2005 MoreNiche started the rebranding process, at the time MoreNiche and the internal products where within an old limited company (Total WebWorks LTD).

Andy and Darren decided Total WebWorks was the not the right brand name to take us forward as a company, they felt better brand recognition would help from a company point of view for example recruitment and from a customer support standpoint.

In the following two years (2005-2007) MoreNiche experienced a massive growth and the affiliates could notice this because of repetead purchases and refund and chargeback rates were down.

Mircea: What was the outcome of this massive growth and how did the internal infrastructure company infrastructure change?

Andy: Due to this success and the growing nature of our company we have since gone through a hive down process which has meant all of our entities are now sitting in their own companies.

MoreNiche for example was a trading name of Lativio LLP but is now fully owned by MoreNiche LTD. This hive down means each part of the business can be run as its own profit centre, this allows us to make better management decisions and also push the business individually.

M: What does Lativio LLP consist of today?

• MoreNiche LTD – Little explanation needed, MoreNiche.com, network software and affiliate base consist of the main assets within this company.
• Permenda LTD – This houses all of our PE products including SizeGenetics, PenisHealth and UltimateStretcher. Clare has recently taken on the challenge of marketing this company and increasing sales.
• Proactol LTD – The company Katie managers, marketing Proactol.com. Watch this space possible new weight loss opportunities coming soon.
• Slimming.com LTD – Currently under development but will become a large asset for the company and the affiliate network.
• Incubationor LTD – This houses all of our development projects, Darren spends a lot of his time here and this also houses LoveCentria.
• Soula LTD – Our web design and new media company, mainly targeting big corporate clients but also develop all of our group’s sites.
• Claritie – Our customer support team, also taking on more clients in order to expand and improve their service, these guys do a really amazing job.
• Sheerion LLP – This Company manages the gaming side of our business, including WassOnline, WassPoker and the casino promotions.

M: While doing some keyword research I found out that words like “Sizegenetics”, “Proactol” and “MoreNiche” get good searches monthly. How do you think these brands got so popular?

A: Brands do take both time and resource to develop, you can speed up the development of a brand by spending more money but ultimately it is a lengthy process, MoreNiche has been around for many years along with SizeGenetics and now Proactol.

By looking at long term goals and setting solid standards we ensure a long term brand awareness, we ensure that the websites convert and are updated regularly, this gives affiliates regular content and continue to push the brand.

MoreNiche likes to offer the highest payouts per product, this does not always mean the highest commissions but as our products convert well your traffic will make more money with MoreNiche than other networks. Ensuring high payouts and a solid history for paying this enables affiliates to market the products successfully.

With over 40,000 affiliates we can very quickly build up the brand of a product online, overnight we can take a new product and get thousands of links in Google, this is just not possible with any other form of advertising.

Sticking to our core values of advertising products that work and great customer service also means we have repeat purchases and good customer feedback which is also important online.

M: How do you think the MoreNiche affiliates can benefit from the popularity of these MoreNiche products?

A: The massive benefit with any product which has a strong brand is that people will like you quite rightly pointed out search for that brand, affiliate promoting products with strong brands have a higher chance of getting customers looking on their sites than products with low search volumes.

As an affiliate it is important that when people get into the buying stage of their research that your site recommends and promotes the product that they have concluded is the best, if you’re promoting something else it could confuse the consumer and set back their buying lifecycle.

It is important that all affiliates and the merchant sites are consistent in their marketing and suggestions, it is critical that people are suggesting Proactol for example as the best product in the marketing from the first moment the consumers start their search.

M: So, should we, as affiliates, just start targetting specific product keywords and still expect sales?

A: This is a very good question; a customer life includes 3 main stages, generic searching (weight loss), more specific searching (weight loss pill) and then brand searching (Proactol).

Due to the funnel effect of this searching the majority of the traffic is within the generic searching, if you manage to get a site listed well for generic keywords you will get a much higher level of traffic than you would for product only keywords. Targeting generic keywords is very competitive and difficult to rank for, most of the large authority sites are ranked well for these golden keywords.

Most affiliates will find most success targeting more specific keywords (longer tail keywords) for example ‘weight loss pills’ or ‘buy weight loss pills’, the volume for these keywords is less, however much higher than the product specific keywords.

I would not suggest people just target product only keywords as you miss out of the majority of the traffic, I also suggest people do all of the above to get the best results.

M: This year (2008) we’ve seen a lot of change in MoreNiche. The interface, tracking and design have all changed. What are your plans for the near future regarding this?

A: We have a very large list of new features to develop in the near future, a few examples are: Affiliate Rank Improvements (a more fun way of seeing how many more sales you need to “level up”), better connectivity between the forum & affiliates area (Only login once and access both), improved lead tracking, improved reporting and improving our hosted banner solution.

In regards to new merchants we have seen Aloeride come on board, a great addition to the current product range, and we can see an authority brand shaping. The ‘Aloe Vera’ market is a small niche online but the product is by far the best.

Moving forward it is our job to add merchants in an educated way; vetting merchants and doing solid market research is essential before accepting a merchant. I have recently done in-depth research on a potential new niche which looks very exciting for the program, watch this space!

We will continue to develop the weight loss niche and I am looking to add more weight loss products in the next quarter, each new product/niche that is adding will have a dedicated account manager either employed via MoreNiche or the product company, spending 100% of their time working for the network in marketing the product/niche.

There you have it! That’s the MoreNiche promise. All these reasons and tools available for you to just start promoting and keep going. Stay tuned for part IV which will be idealistic and down to Earth, at the same time.

And I have no idea how many parts the MoreNiche history will have; truth is, I like torturing Andy with questions! *evil laugh*

Got questions about MoreNiche yourself? Post below!