Creating an affiliate program to market your online business

If you're an online content creator who creates information products (like courses) or offers services like coaching and membership communities, have you ever considered establishing an affiliate program that allows you to pay others a commission for recommending your products and services?

Many of us who have online businesses have been utilizing affiliate relationships as an ongoing source of revenue for quite some time.  Even before you begin developing and selling products and services of your own, you can make a healthy income online through affiliate relationships with companies you trust.

On a monthly basis, I receive income from multiple affiliates.  Amazon pays me affiliate commissions when I recommend their products.  Kajabi pays me affiliate commissions when I recommend their software.  Most companies that operate online have some sort of affiliate program that will allow you to earn an income by endorsing their services.  In some cases, it may become some of the easiest money you ever earn, especially if the companies you work with are generous with their commissions.

As someone who receives financial benefits from my affiliate relationships, and can testify to how effective those programs can be, I knew I wanted to incorporate an affiliate structure into my business, Platform Launchers, when I established it back in 2021.  I decided that I liked the idea of paying others for recommending my products and services more than I liked the idea of paying for traditional advertising.  So, from the inception of my business, I have had an affiliate program in place.

But how much should you pay your affiliates if you choose to incorporate a program like this into your business structure?

The most common affiliate percentage I see in the world of online business is 10%.  That's the typical commission many people choose to pay when an affiliate recommends them to a new client.  10% is pretty good, but because I believe in abundant generosity, I decided to double that and then some.  For example, when an affiliate recommends my membership community to someone else, I pay that affiliate a 20% commission.  But since the membership is a program that's billed monthly, I pay affiliates 20% every single month for as long as the person they recommended remains a member.

Would you be willing to do something like that?  Some people aren't willing to pay commissions to those who endorse them, and that's certainly their prerogative, but I honestly think that's a shortsighted decision.  By being generous to your affiliates when they recommend your courses, memberships, or coaching, you'll sew seeds of generosity into the overall culture of the business you're building.  

From personal experience, I can testify that I do not regret operating with what's typically called an "abundance mindset."  It's a happier way to live, and I take particular delight in the privilege I'm given to bless others who have also chosen to bless me.  My life and my businesses thrive when I incorporate this perspective into what I'm doing.  As a Christian, I also consider this practice to be healthy from a spiritual standpoint as well.

If this is something you'd be willing to incorporate into your business structure, please allow me to offer a few helpful suggestions that will help you set something like this up the right way.

Step 1: Define Your Goals and Structure

Before launching an affiliate program, it's crucial to establish clear goals. Consider the following questions:

•  What do you hope to achieve? (Increased sales, brand awareness, or new customer acquisition?)
•  What products or services will be included in the program?
•  What type of affiliates do you want to attract? (Influencers, bloggers, niche experts, etc.)

Once your goals are clear, decide on the program structure:

•  Commission Model: Choose between a fixed-rate commission per sale, a percentage-based commission, or a hybrid model.
•  Payment Threshold: Determine the minimum earnings required before an affiliate can withdraw funds.
•  Multi-Tier Commissions: Decide if you want to incentivize affiliates to recruit other affiliates for additional earnings.

Step 2: Choose the Right Affiliate Tracking Software

An effective affiliate program requires robust tracking software to monitor clicks, sales, and commissions. Here are some popular options:

•  Third-Party Networks: Platforms like ShareASale, CJ Affiliate, and Rakuten handle tracking, reporting, and payments.
•  Standalone Software: Programs like Post Affiliate Pro, Tapfiliate, and Refersion allow more customization and control.
•  E-Commerce Platform Integrations: Shopify, WooCommerce, and BigCommerce have built-in or third-party affiliate plugins for easy setup.

Choose software that aligns with your budget, technical capabilities, and business needs.

Step 3: Set Up Affiliate Guidelines and Policies

Clear guidelines ensure transparency and maintain brand integrity. Your affiliate program should outline:

•  Rules on Advertising: Specify whether affiliates can use paid ads, SEO, email marketing, or social media.
•  Branding Guidelines: Provide logos, banners, and messaging instructions to maintain consistency.
•  Prohibited Activities: State what is not allowed, such as misleading claims or bidding on branded keywords.
•  Payment Terms: Define payout frequency (weekly, bi-weekly, or monthly) and payment methods (PayPal, bank transfer, etc.).

Step 4: Recruit and Onboard Affiliates

A successful affiliate program depends on recruiting quality partners. 

Here’s how to attract affiliates:

•  Leverage Your Customer Base: Encourage satisfied customers to join as affiliates.
•  Reach Out to Influencers and Bloggers: Identify industry-related content creators and offer them affiliate partnerships.
•  Use Affiliate Directories: Submit your program to directories like Affpaying or OfferVault to increase visibility.
•  Promote on Your Website: Create a dedicated landing page explaining the program’s benefits and sign-up process.

Once recruited, onboard affiliates effectively by providing:

•  A step-by-step guide on how to use the affiliate dashboard.
•  Marketing materials such as banners, templates, and product descriptions.
•  Regular communication through newsletters or exclusive affiliate webinars.

Step 5: Maintain Strong Relationships with Affiliates

Affiliates are business partners, and fostering long-term relationships is key to success. Keep them engaged by:

•  Offering Regular Incentives: Run seasonal promotions or bonuses for top-performing affiliates.
•  Providing Timely Support: Answer questions promptly and offer troubleshooting assistance.
•  Engaging with a Community: Create a private group or forum for affiliates to network and share tips.
•  Recognizing and Rewarding Efforts: Highlight high-performing affiliates on your website or social media.

Wrapping Up...

An affiliate program is a cost-effective way to drive sales and expand your online business. By defining clear goals, choosing the right software, recruiting quality affiliates, and continuously optimizing the program, you can create a sustainable and lucrative marketing channel. With time and effort, your affiliate network can become a powerful asset for your brand’s growth and long-term success.

© John Stange, 2025