AFFILIATE MARKETING
WHAT IS AFFILIATE MARKETING?
A way for brands to reach customers through partners and reward those partners for the results they generate.
1. Affiliate puts your ad on their website
2. Consumer clicks and converts
3. Conversions are tracked
4. You get a sale, affiliate gets a commission
Imagine a customer reading a product review, watching a creator’s recommendation or comparing products on a website. They follow a link to your brand and make a purchase. If that visit is tracked and the sale meets your programme’s terms, the partner earns an agreed commission.
That partner is an affiliate. Your affiliate programme is the structure that brings the partners, tracking, commissions and rules together. An affiliate network or platform helps manage those connections and record the activity.
For brands, it’s a way to build a network of people and businesses that help introduce, recommend and sell your products.
HOW IT WORKS
FROM INTRODUCTION TO SALE
01
Agree the partnership
Choose relevant partners and agree what they can promote, how activity is tracked and when they earn commission.
02
Reach their audience
The partner shares your brand through content, recommendations, comparison listings or relevant offers.
03
Track and reward results
A customer follows a tracked link and buys. Eligible sales are checked against your terms before commission is approved.
HOW IT COULD BENFIT YOUR BRAND
MORE WAYS OF REACHING THE RIGHT CUSTOMERS.
Reach new audiences
Partners can introduce your products to people who may not already know your brand, through the websites and creators they follow.
Connect spend with results
Sales-based commissions link partner rewards to eligible purchases. Platform fees and paid placements also need to be included when assessing the total cost.
Build trust and consideration
Useful reviews, guides and recommendations help customers understand your products and decide whether they are right for them.
Grow with a varied partner mix
Different partners support different stages of a purchase. A balanced programme can combine brand discovery with activity that helps customers buy.
THE PARTNER MIX
AFFILIATES COME IN MANY DIFFERENT FORMS.
The best mix depends on your brand, your customers and the role each partner can play.
Content & bloggers
Editorial sites and blogs introduce products through reviews, buying guides and features that build awareness and help people decide.
Cashback partners
These platforms share part of their commission with customers as a reward for buying. Their value needs to be assessed alongside cost and behaviour.
Creators & influencers
Creators recommend products to their social audiences through videos, posts and other content, with links that can track referred sales.
Voucher & deal sites
Partners that promote offers and savings. Clear rules help control discounting and keep promotions aligned with your brand and margins.
Closed user groups
Membership platforms offer benefits to verified audiences, such as students, healthcare workers or employees. Offers can be tailored to those groups.
Comparison & shopping
Comparison sites and Comparison Shopping Services (CSS) help shoppers discover or compare products. The setup and payment model vary by partner.
MAKING IT WORK
A SUCCESSFUL PROGRAMME NEEDS ACTIVE MANAGEMENT.
Affiliate marketing is not a case of switching on a platform and waiting for sales.
Partners need a reason to promote your brand, clear information and ongoing support. Tracking, commissions and campaigns also need regular attention.
It is not automatically risk-free, and a tracked sale does not prove that you gained an extra sale. A strong programme considers partner quality, customer acquisition, margins and the evidence of additional demand.
That’s where Shadowfax comes in: shaping the strategy, recruiting suitable partners and managing activity around your commercial goals.