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<\/a><\/p>\nAffiliate programs combine the power of social proof with the prominence of digital media and online shopping to expand brand reach and drive new revenue. Businesses in every industry, B2B or B2C, can enjoy this, and they\u2019re willing to pay generously for it. In fact, eMarketer predicts affiliate marketing<\/a> spending will hit 13.2 billion this year in the US alone.<\/p>\n Because of this, affiliate marketing is one of the best ways to make money from content<\/a> you already create (whether you\u2018re a creator, thought leader, or even a business). But as a marketer who has used affiliate programs myself, I know there\u2019s a lot to choose from.<\/p>\n In this article, we\u2019ll make it easier by discussing the different types of affiliate programs, what to look for in an affiliate program, how to be a good affiliate partner, and what are the best affiliate programs to join for your brand and bank account.<\/p>\n Table of Contents<\/strong><\/p>\n <\/a> <\/p>\n <\/p>\n <\/p>\n For example, a retailer may partner with sites like Wirecutter<\/a> to drive<\/span> sales.<\/p>\n Wirecutter is a New York Times company that recommends products to shoppers through reviews and other editorial content and earns commission through its affiliate relationships.<\/p>\n This arrangement may make consumers suspicious about how genuine Wirecutter\u2019s recommendations are. But it only earns money when a reader buys and keeps a product (in other words, doesn’t return it). The site gets nothing out of recommending products you won\u2019t like, so audiences can trust they truly stand behind the ones it promotes.<\/p>\n Read: <\/strong>Affiliate Marketing for Beginners: What You Need to Know<\/a><\/strong><\/p>\n <\/a> <\/p>\n An affiliate partner is the creator, influencer, or business that works with a company and earns commissions for promoting the company’s products or services.<\/p>\n While there are several kinds of affiliate programs and partnerships, they\u2019re all beneficial so long as both the company and affiliate deliver on their ends of the bargain. But, how can you make sure you\u2019re a good partner for brands? I chatted with an inside expert to help lead the way.<\/p>\n <\/a> <\/p>\n Nancy Harnett, Head of Global Partnerships at HubSpot<\/a>, leads affiliate, forum, and offsite AEO programs for our company.<\/p>\n She believes an excellent affiliate partner is someone who’s committed to mutual growth,<\/strong> has a proven track record<\/strong> of driving high-quality leads or sales, and prioritizes transparent communication<\/strong>.<\/p>\n \u201cAt HubSpot, we value someone who aligns closely with our brand values, understands our target audience, and brings valuable expertise and resources to the table,\u201d Harnett says. “Remember, a great affiliate partner is not just a promoter but a trusted extension of a brand\u2018s marketing team.”<\/p>\n Lastly, Lauren Parker<\/a>,<\/span> an affiliate marketing manager here at HubSpot, stresses the importance of versatility and adaptability,<\/span> especially in the age of AI. <\/p>\n “AI is reshaping how audiences discover brands, creating both disruption and opportunity for affiliate partners, including creators and influencers. Those who stay adaptable and diversify their traffic sources will be better positioned to grow their visibility and turn shifting discovery trends into a competitive advantage,” she says. <\/p>\n <\/a> <\/p>\n Affiliates make money by essentially referring business back to a brand. In exchange, they receive some sort of compensation, typically a percentage of the sale value in the form of a commission.<\/p>\n This concept has been around for years \u2014 think about the referral deals at car dealerships or professional services. But you can\u2019t just go by word-of-mouth online. Instead, most modern affiliate programs track purchases through a personalized link or promo code.<\/p>\n Many affiliates share these assets on their social media profiles, and in their content. (i.e. a YouTube video description, a link sticker in an Instagram story, a mention in a caption on Facebook, in an email newsletter, or in a blog article<\/a>).<\/p>\n Some affiliates even create a website<\/a>, Facebook Group, or use platforms like LTK<\/a> to house all of their product recommendations and links in one easy place to direct people.<\/p>\n Whatever their medium, the goal is to educate people on their partner and get them to make a purchase. HubSpot has tools (free and paid) to help.<\/p>\n If you\u2019re exploring affiliate programs and affiliate marketing, use HubSpot\u2019s Content Hub<\/a><\/strong> to set up a blog and <\/strong>build and maintain your website<\/a><\/strong>,<\/strong> and Marketing Hub<\/a><\/strong> to send emails and publish content to Instagram, Facebook, YouTube, LinkedIn, and X (formerly Twitter).<\/p>\n Content Hub users can also turn to the included Content Remix<\/a><\/strong> tool to repurpose content for different platforms or media.<\/p>\n Sounds like a pretty nice deal, right? Create content and make money? It can be, but only if the affiliate program is a good fit for you.<\/p>\n <\/a> <\/p>\n Affiliate programs can vary widely from brand to brand. With thousands available, knowing how to evaluate them is half the battle. Here are the seven key criteria I recommend considering before signing up for any affiliate program:<\/p>\n Commission rates typically range from 5% to 30% on average<\/a>, but high-ticket and SaaS programs can reach 20\u201350%. There are three main variations to know:<\/p>\n Make sure that the commission is equal to the amount of work you put in, but also don’t mindlessly chase the highest return. A 50% commission on a $10 product is less valuable than a 20% commission on a $300\/month SaaS subscription.<\/p>\n Plus, regardless of the commission, the products and brands you share align with your own personal brand, but we\u2019ll get into that in a few points.<\/p>\n A partnership can only be successful if each partner is direct and clear about what they need and expect from each other. You need to know exactly what you\u2019re getting yourself into, right?<\/p>\n That means having clarity on things like:<\/p>\n “At HubSpot, we like to establish clear expectations and mutually agreed-upon goals from the start. We also share regular updates, insights, metrics, and data.\u201d explains Harnett.<\/p>\n A good affiliate program provides support and is easy to reach when you need them. If something is unclear, you\u2019ll have a contact or resource to consult, as each partner wants<\/em> the other to succeed.<\/p>\n Harnett echoes this saying \u201cWe provide affiliate partners with the necessary tools, resources, and support to succeed, and maintain open communication lines. This has been a big win for us and our program.”<\/p>\n When working with a tracking URL, cookie life determines how long after a click you can still earn credit for a sale. This matters more than most beginners realize.<\/p>\n Amazon Associates, for example, has only a 24-hour cookie window \u2014 meaning if someone clicks your link on Monday and buys on Wednesday, you earn nothing. By contrast, programs like Semrush offer 120-day cookies, giving you four full months to earn credit.<\/p>\n This makes sense considering the typical length of the buyer\u2019s journey on these sites and the size of the purchases. That said, when comparing programs, look for cookie durations that are realistic and consistent with the scale of the purchase. In general, 30 days or longer is a good benchmark to aim for.<\/p>\n Before joining an affiliate program, check:<\/p>\n Be clear on the terms and make sure they work for you. The last thing you want is to put hard work into creating content and winning sales only to not get compensated.<\/p>\n This one is non-negotiable. Promoting a bad product, or a brand your audience shouldn\u2019t trust, will hurt both your conversions and your credibility.<\/p>\n I mean, I wouldn\u2019t trust someone who knowingly sold me something subpar, and I\u2019m sure you wouldn\u2019t either. And while you may make a quick buck, being dishonest with a hard-earned audience can put their long-term trust and loyalty at risk.<\/p>\n via GIPHY<\/a><\/p>\n<\/p><\/div>\n<\/div>\n <\/p>\n Before joining any program, actually test the product (or at a minimum, research it thoroughly). Ask yourself: Would I use this myself? Would I recommend it to a friend? If the answer is no, move on. Over 80% of brands<\/a> now use affiliate marketing, so you have plenty of reputable options to choose from. Don\u2019t settle.<\/p>\n Renowned teach leaders like Steve Jobs have said \u201cHire smart people get out of their way.\u201d This rings true for affiliate programs, too. A good affiliate program gives you the tools you need to succeed and deliver what they want, but doesn’t control how you do it.<\/p>\n \u201cAffiliates want someone who trusts their expertise and gives them creative freedom,\u201d Harnett continues.<\/p>\n At HubSpot, we regularly look at how well the partnership is doing and make smart decisions to improve it. We listen to what people think, address any problems quickly, and work together to find solutions.<\/p>\n So if you’re an affiliate partner and you feel like the brand doesn\u2019t trust your process or is trying to control your workflow, it could be time to rethink that relationship.<\/p>\n Last, but certainly not least, seek brands and products that truly align with your<\/em> brand. That means products that are relevant to your niche and audience, and organizations that share your values.<\/p>\n For instance, pushing a B2B project management SaaS wouldn\u2019t make sense if your content is typically focused on food and cocktails. Or if you\u2019re an advocate for sustainability, it wouldn\u2019t make sense to partner with a brand known for producing fast fashion.<\/p>\n Again, research thoroughly.<\/p>\n A great affiliate partnership is like a great marriage; your interests, investment, values, and visions for the future all align and you\u2019re ready to work together to achieve mutual success.<\/p>\n Sometimes alignment comes back to the type of affiliate program you\u2019re engaging in.<\/p>\n <\/a> <\/p>\n There are many types of affiliate programs out there, but some are designed more for corporate partners. So, I\u2019m going to focus on the ones that even individual creators, influencers, or smaller or newer companies can participate in.<\/p>\n Pro Tip:<\/strong> Each \u201ctype\u201d is really more of a different tactic or strategy an affiliate might use to reach their audience. That said, a lot of brand programs allow (and even want) their partners to use more than one. Different brands may even need<\/em> them to reach their audiences, so don\u2019t be afraid to experiment.<\/p>\n Search affiliates, as the name suggests, earn by running paid ads<\/a> (like Google Ads, Facebook Ads) to drive traffic to their affiliate links and offers.<\/p>\n For example, a search affiliate might bid on keywords like the best CRM software. This would send people to a review page with their affiliate link. If a visitor reads it, is wowed and registers an account, the search affiliate gets a commission.<\/p>\n Search affiliate programs are a higher risk as you’re spending money to make money, but the exposure you can get is also a higher reward.<\/p>\n Skilled search affiliates can reap significant ROI when they nail the right offer\/keyword combination. But that said, this is indeed best reserved for experienced marketers with a strong grasp of PPC and ROI.<\/p>\n Note:<\/strong> This is tactic that anyone with a unique affiliate link can use regardless of the format of their specific affiliate program (terms permitting). Check the terms of your agreement before doing this. Some programs, like Cheapflightfares<\/a>, prohibit this:<\/p>\n Source<\/em><\/a><\/p>\n Influencer programs, probably needless to say, are the most popular type of affiliate program these days.<\/p>\n If you have an engaged audience on YouTube<\/a>, Instagram, TikTok, or a blog, influencer-style affiliate programs are your sweet spot as you can capitalize on the content you\u2019re already creating and the engagement you already have.<\/p>\n Brands either pay you to feature their products naturally in your content or perhaps \u201cgift\u201d you a product to review honestly or post about to your audience. A food blogger, for example, might promote a kitchen gadget or a finance creator might recommend a budgeting app.<\/p>\n Commission ranges vary widely depending on the brand and industry, but here are some averages according to Referral Rock<\/a>:<\/p>\n\n
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<\/p>\nWhat is an affiliate partner<\/em>?<\/h2>\n
What makes a good affiliate partner?<\/h2>\n
How do affiliates make money?<\/h2>\n
What to Look for in Affiliate Programs<\/h2>\n
1. Commission Structure<\/h3>\n
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2. Clear Expectations & Communication<\/h3>\n
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3. Cookie Duration<\/h3>\n
4. Payment Terms<\/h3>\n
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5. Product Quality and Brand Reputation<\/h3>\n
6. Autonomy<\/h3>\n
7. Brand Alignment<\/h3>\n
Types of Affiliate Programs<\/h2>\n
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<\/p>\nSearch Affiliates<\/h3>\n
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<\/p>\nInfluencer Programs<\/h3>\n
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