Why small businesses and startups are using affiliate marketing to find their next customer – TechCrunch


Every business, from the biggest brand to the smallest startup, needs a digital marketing strategy.

This fact has only grown, with online sales increasing nearly 50% in 2020. As stores closed due to ongoing closures – leaving people with no choice but to buy online. online – online shopping has skyrocketed and consumers of all ages and walks of life have become on the Internet.

Established retailers with stylish online stores could benefit from this revolution, but that didn’t mean it was bad news for small businesses, as the data showed consumers were just as eager to shop locally.

A recent survey found that nearly half had purchased online from neighborhood businesses during the pandemic. And Barclaycard research indicates the trend is set to continue, with more than 90% of people who have shopped locally saying they will continue to do so as life returns to normal.

If you are a small business, this is an obvious relief. But just because shoppers want to buy what you are selling, doesn’t mean they always know where to go online to find your products.

If you’re strapped for time, the wide variety of solutions companies offer to help you connect with your next customer can seem overwhelming.

So where should you invest your time, energy and marketing budgets to ensure the best value for money and help you ride the wave of interest in online shopping? Affiliate and partner marketing.

Simply put, affiliate or partnership marketing allows you, as a business selling something, to work with individual affiliates who promote what you are selling to their audience.

These audiences will be different depending on who the affiliate is. And there is no such thing as a standard affiliate, with a wide range of channels ranging from Google AdWords, paid listings and display advertising to influencers, bloggers, price comparison and incentive platforms like web sites. coupon or cashback code.

This type of performance-based marketing opens up a whole new world for many businesses, helping you find your next customer and pay only for the results (not the risk).

We consider it to be one of the best kept secrets in online marketing.

There are a range of low cost options to choose from when creating an affiliate marketing program that complements your other online marketing activities. Here has Awin We are proud to support the growth of small businesses and startups with affiliate marketing for over 20 years.

Accessible to anyone with an online store, Awin offers a variety of solutions based on the three principles of automation, ease of use and low risk.

With a quick and easy setup, backed by comprehensive training materials guiding advertisers through their affiliate journey, Awin offers brands the perfect affiliate marketing solution and allows these businesses to flexibly manage any their online relationships with a tracking and payment platform – the tools, the confidence, and the ability to unlock digital marketing when you may need it most.

Don’t believe us? Let’s take a look at a startup’s success story of running an affiliate program with Awin.

A small business we work with created a revolutionary platform in 2014 to support independent stores and small retailers struggling to cope with the era of big business and e-commerce.

Its marketplace provided an online space where these small stores could promote their businesses and the unique products they sold to audiences around the world. With the onset of COVID-19 in 2020, the proposition has become even more attractive as many homeowners have had to temporarily close physical stores.

With hundreds of retailers having since joined the platform and over 50,000 products available to customers, this company quickly established a diverse catalog of products for sale that were distinct and appealing to consumers missing their favorite local stores.

Its co-founders quickly recognized the value digital marketing would play in driving traffic to their market and set out to establish a presence in the typical channels of PPC, SEO, paid social marketing, and direct marketing.

Affiliate marketing was also a key consideration for them and Awin provided a way to experience the channel for the first time. “Awin has always been on our radar as a network within the chain that we wanted to try,” they said. “Their offer helped us get set up at minimal cost and the program started to grow at a good pace. “

The implementation of the program took little effort despite being a self-service offering, their developer being able to independently navigate the onboarding process through a straightforward process. . “The whole Awin platform is really user friendly, which is a plus for anyone starting a new program and can communicate with affiliates, and finding new partners and opportunities is also a big advantage. “

The time and effort the team put into identifying the right partners has been critical to the success of this startup’s affiliate program since its inception. “We spend a lot of time looking at recruiting,” the founders explained, “building new affiliate relationships and gaining visibility. With the top performing affiliates, we book activity on a quarterly basis, which we then constantly expand as the business embarks on its first affiliate program. We have experienced strong growth in recent months as we are constantly looking for new partnerships.

Cultivating partnerships is not the only aspect of his program in which he has invested, however. “We regularly invest in UX changes that have doubled the website conversion rate over the past six months. Affiliate marketing is now an integral part of our ecommerce strategy and these investments in increasing our conversion rate obviously increase the conversion rate of our affiliates, which we aim to double again over the next 12 months. , as well as the number of products we sell.

And thanks to the continued investment in its affiliate partners and marketplace platform, this small business has seen huge rewards from this effort.

Affiliate marketing partnerships have now become the primary source of sales for the business, accounting for around 26% of monthly sales on average and generating a return of around $ 30 for every dollar invested in the channel.

In addition, affiliate traffic converts at almost 3% which makes the program extremely attractive to partners.

Are you ready to get started in affiliate and partnership marketing? Join Awin today.

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