Affiliate Marketing Secrets for Independent Retailers with Wade Tonkin

Rooted in Retail

Affiliate marketing isn't just for the big players. It's a powerful tool that can help grow your e-commerce business and open doors to new revenue streams without the hassle of more inventory. But if you're new to the concept or unsure if it's right for you, don't worry.

Today, I'm joined by Wade Tonkin, a seasoned expert with over 25 years in the affiliate marketing world. As the Director of Global Affiliate Marketing at Fanatics, he's been at the forefront of managing affiliate programs for some of the biggest brands in sports.

His wealth of knowledge makes him the perfect guide for our journey into the world of affiliate marketing. Throughout this episode, we'll explore the fundamentals of affiliate marketing, its benefits for your business, and practical steps you can take to integrate it into your operations.

From building relationships with content creators to navigating regulatory requirements, Wade guides us through this channel to make more money and expand your brand. I'm truly excited about this conversation because it opens up a whole new realm of possibilities for independent retailers like yourself.

[0:00]: Welcoming Wade Tonkin

[03:46] Wade's journey into affiliate marketing 26 years ago

[07:29] What affiliate marketing is and how it works for indie retailers

[07:54] How can independent retailers effectively tap into affiliate marketing to drive traffic and sales?

[16:18] What's the best way for retailers to get others to sell their products through an affiliate program?

[19:27] Why there is crossover in the influencer and affiliate spaces

[21:25] What are the core principles for a successful affiliate program that independent retailers can implement, even without the resources of larger corporations?

[27:15] How does Fanatics establish and nurture relationships with affiliates, and how can independent retailers replicate this strategy at a suitable scale for their business?

[37:45] How has affiliate marketing changed as online retail has evolved, and what trends should independent retailers get ready for?

[43:50] How a diverse affiliate marketing strategy can empower independent retailers to thrive in a market dominated by giants like Amazon

[46:14] Wade's resilience round
Links:

Join the Rooted in Retail Facebook Group to join the conversation - https://www.facebook.com/groups/1554376645049921
Get access to all the amazing resources mentioned in this episode in our show notes - https://www.crystalmediaco.com/episodes/affiliate-marketing-secrets-for-independent-retailers-with-wade-tonkin/
Join the Rooted in Retail Facebook Group to continue the conversation - https://www.facebook.com/groups/rootedinretail
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Chapters

1. Welcome Wade Tonkin! (00:00:00)

2. Wade's journey into affiliate marketing 26 years ago (00:03:46)

3. What affiliate marketing is and how it works for indie retailers (00:07:29)

4. How can independent retailers effectively tap into affiliate marketing to drive traffic and sales? (00:07:54)

5. What's the best way for retailers to get others to sell their products through an affiliate program? (00:16:18)

6. Why there is crossover in the influencer and affiliate spaces (00:19:27)

7. What are the core principles for a successful affiliate program that independent retailers can implement, even without the resources of larger corporations? (00:21:25)

8. How does Fanatics establish and nurture relationships with affiliates, and how can independent retailers replicate this strategy at a suitable scale for their business? (00:27:15)

9. How has affiliate marketing changed as online retail has evolved, and what trends should independent retailers get ready for? (00:37:45)

10. How a diverse affiliate marketing strategy can empower independent retailers to thrive in a market dominated by giants like Amazon (00:43:50)

11. Wade's resilience round (00:46:14)

12. Best business book (00:46:21)

13. Best retail technology (00:47:09)

14. How do you keep up with the ever changing retail landscape? (00:47:39)

15. If you had to start your career all over again, what's one thing you do differently? (00:49:34)

16. What do you think the future of independent retail looks like? (00:50:44)