Awin gives you access to a wide variety of partner types, each offering unique value to your affiliate marketing strategy. If you’re unsure how each type fits into your program, or why you should work with them, this guide will help you understand their strengths and how to use them effectively.
Why a diverse partner mix matters
Working with a range of partner types helps you:
Test different strategies and offer formats
Reach broader audiences
Build a more resilient and scalable program
A balanced mix ensures you’re not relying too heavily on one type of partner and gives you flexibility to adapt as your goals evolve.
Start with your strategy
Before diving into partnerships, take time to define your:
Business goals (e.g., brand awareness, new customer acquisition, product launches, increasing AOV)
Budget and margins
Brand values and ambitions
Role of affiliate marketing in your wider marketing plan
Understanding these will help you choose the right partner types and set appropriate commission structures.
Keep an eye on competitors
Monitor what your competitors are doing:
What promotions and incentives are they offering?
What product info are they sharing with partners?
Where are they appearing?
This insight can help shape your own strategy and identify gaps or opportunities.
How different partner types support your goals
Here’s how various partner types can align with your objectives:
Cashback sites - Great for driving volume and boosting brand awareness.
Social media and influencers - Ideal for launching new products and building a loyal customer base.
Voucher and discount sites - Help increase average order value by promoting offers that encourage larger baskets.
Closed user groups and loyalty platforms - Perfect for targeting niche audiences like students or NHS workers with exclusive deals.
CSS (Comparison Shopping Services) partners - Extend your reach on Google Shopping, especially for long-tail products. They handle the setup, making it a cost-effective way to tap into this channel.
Discovering the right partners
Use the Partner Discovery page to explore all available partners - publishers, tech partners, influencers, and brand collaborators.
This tool:
Saves time by centralizing partner search.
Offers deep links to dedicated directories.
Helps you quickly find partners that match your goals.