Why affiliate marketing is the secret weapon you're probably sleeping on

Affiliate marketing has a bit of a reputation (sounds like my type lmfao.)

A few, actually. Some people think it’s just promo codes and shady cashback sites. Others think it’s stuck in 2012. Most just don’t think about it at all. And that's a shame, because affiliate is one of the most powerful, flexible, underutilised tools in the whole damn marketing arsenal.

Whether you’re trying to get your brand out there, turn browsers into buyers, or squeeze more juice out of your loyalty strategy, there’s an affiliate for that. It’s not a channel. It’s an ecosystem. And if you only use it for end-of-funnel discount codes, that’s like using a Swiss Army knife to stir your oat milk latte. Cute, kinda chic, but tragic nonetheless.

1. Want awareness? Affiliates know discovery. 

Influencers. Content creators. Publishers. TikTok girlies with a ring light and a dream. These partners live at the top of the funnel. They know how to build trust, spark interest, and drive the kind of traffic that doesn’t just bounce after 3 seconds. Plus, they talk to their audiences like actual humans, not like a brand trying to go viral on Threads.

Try this: Test a paid placement with a niche publisher, or set up a performance-based collab with a creator who genuinely vibes with your product. You only pay when they drive results. This is not your standard awareness spend.

2. Want conversions? Tech affiliates are built for it. 

We’re in our optimisation era, bestie! Today’s affiliate mix includes tech partners that help turn maybe-shoppers into yes-shoppers through slick, on-site magic. Think dynamic overlays, real-time nudges, cart abandon pop-ups: basically the digital equivalent of a helpful retail assistant (minus the awkward hovering).

Try this: Explore tech affiliates that offer tools like personalised product feeds or urgency messaging. Many work on a pay-per-performance model, which means no conversions = no spend. Your CFO will love it. You’ll pretend you knew about it all along.

3. Want loyalty and new audiences? Partner up.

This is where things get juicy. Referral partners let your existing customers spread the good word (hello, word-of-mouth 2.0). Meanwhile, brand-to-brand partnerships, sometimes called retail media, let you sneak your offer into another brand’s order confirmation emails, loyalty comms, or thank-you pages.

Try this: Run a co-promo with a brand that shares your audience but not your category. Bonus points if you can both offer a discount or exclusive deal, something that feels like a reward, not a sell.

Affiliate isn’t just one tactic. It’s a whole universe of possibilities that spans the entire customer journey.

Awareness, consideration, conversion, retention… it’s all there, waiting for you to actually use it. The best part is it's performance-based, which means you only spend when it works. A dream, right?

So here’s where to start:

• Audit your current affiliate setup. If it’s all coupons and cashback, it’s time to expand.

• Chat to your affiliate network or platform about broadening your mix.

• Set goals by funnel stage, then find the right partners for each one.

Affiliate marketing isn’t just for DTC marketers. It’s a legit growth engine, built on partnerships, not promises. And if you’re not using it, or only using one tiny slice, you’re missing out on reach, revenue, and relevance.

So, partner smart. And stop sleeping on one of your most powerful performance channels!

-Sophie Randell, Writer