Episode Summary: Always Be Testing #89 – Beyond Coupon Sites: Diversifying Your Affiliate Marketing Strategy with Ryan Fitzgerald

Podcast Information:

• Title: Always Be Testing
• Host: Ty DeGrange
• Guest: Ryan Fitzgerald, Head of SME Sales at Awin Global
• Release Date: June 16, 2025
• Description: A deep dive into growth, performance marketing, customer acquisition, paid media, and affiliate marketing with industry experts.

Introduction

In Episode #89 of the "Always Be Testing" podcast, host Ty DeGrange welcomes Ryan Fitzgerald, the Head of SME Sales at Awin Global, to discuss the evolving landscape of affiliate marketing. Ryan brings extensive expertise from both agency and network perspectives, offering valuable insights into diversifying affiliate strategies beyond traditional coupon and cashback sites.

Notable Quote:

• Ryan Fitzgerald [00:00]: "Foreign."

Diversifying Affiliate Marketing Strategies

Ryan emphasizes the importance of broadening affiliate partnerships beyond conventional coupon and cashback sites to build brand equity and drive revenue growth. He advises SMEs to engage with a variety of publishers to establish robust brand presence.

Key Points:

• Brand Equity: Building brand equity through diverse publisher relationships is crucial for long-term success.
• Diverse Publishers: Including podcasters, content creators, and influencers can significantly enhance brand visibility.
• Initial Diversification: Starting with a wide range of publishers allows brands to scale and refine their affiliate strategies over time.

Notable Quotes:

• Ryan Fitzgerald [01:33]: "Creating relationships with all types, including the cashback and coupon sites, especially initially, is a great way to grow that brand equity and, of course, revenue."
• Ty DeGrange [03:14]: "Being open-minded about that is really an interesting idea that I don't think even savvy affiliate marketers get caught up in."

Awin Global Overview

Ryan provides an overview of Awin Global, highlighting its 25-year legacy in the affiliate marketing space. Awin serves over 21,000 advertisers globally, with strong footholds in Europe, North America, APAC, and Latin America.

Key Points:

• Legacy and Growth: Awin has evolved over 25 years to become one of the largest affiliate networks worldwide.
• Global Presence: Extensive reach across multiple regions enhances Awin’s ability to support diverse markets.
• Continuous Evolution: Awin focuses on adapting and leading the evolution of affiliate marketing channels.

Notable Quotes:

• Ryan Fitzgerald [06:38]: "We've actually been in the affiliate space now for our 25th year, which is crazy to believe, but in that time we've built ourselves up to frankly be one of the largest globally."
• Ryan Fitzgerald [07:56]: "We're never happy with what we have because frankly we know that this is an evolving marketing channel and we want to do everything we can to evolve with it."

Leadership and Company Culture

Ryan discusses Awin’s pro-partner culture, emphasizing the importance of publishers and affiliates as the lifeblood of the ecosystem. He highlights Awin’s commitment to supporting both publishers and advertisers through user-friendly platforms and meaningful relationships.

Key Points:

• Pro-Partner Approach: Awin prioritizes the needs of publishers, ensuring they receive appropriate support and tools.
• Usability Focus: The platform is designed to be intuitive, making it easier for publishers to collaborate with advertisers.
• Relationship Building: Strong, mutually beneficial relationships are at the core of Awin’s strategy.

Notable Quotes:

• Ryan Fitzgerald [08:59]: "We make sure that publishers get what's due. And for advertisers, you don't want to bite the hand that feeds you."
• Ryan Fitzgerald [10:06]: "We're creating more meaningful relationships for everybody, including the publishers."

Sales and Team Management

In his role, Ryan focuses on growth through new customer acquisition, particularly targeting small to medium-sized businesses (SMEs) globally. He emphasizes a consultative sales approach, educating clients about the benefits and mechanics of affiliate marketing.

Key Points:

• Consultative Approach: Educating advertisers is a major component of the sales strategy.
• Team Development: Ryan invests in mentoring his team to ensure they can effectively communicate and educate clients.
• Success Measurements: The success of Ryan’s team is directly tied to their ability to empower and advance within the organization.

Notable Quotes:

• Ryan Fitzgerald [10:54]: "80% of my team's job is to educate and talk people into affiliate marketing."
• Ryan Fitzgerald [12:48]: "My success is directly related to the success of my team."

Upcoming Initiatives: ShareASale Upgrade

Ryan shares exciting developments regarding Awin’s integration with ShareASale. This upgrade aims to provide ShareASale clients with enhanced reporting, robust commissioning options, and improved usability without additional costs.

Key Points:

• Seamless Integration: The upgrade ensures a smooth transition for ShareASale clients to Awin’s advanced platform.
• Enhanced Features: Improved reporting and commissioning options are key benefits of the upgrade.
• Publisher Support: Automated link changes minimize disruption for publishers.

Notable Quotes:

• Ryan Fitzgerald [15:59]: "We're essentially giving ShareASale clients direct access to the Awin technology where they're going to get better reporting and more robust commissioning options."
• Ryan Fitzgerald [18:04]: "We're not charging more money; they're getting more for the same amount they were paying with ShareASale. So it's a win, win, win for everybody."

Technology and Tracking in Affiliate Marketing

Ryan delves into the advancements in tracking and attribution within affiliate marketing. He underscores the importance of understanding the consumer's path across multiple channels and enhancing transparency in transactions.

Key Points:

• Attribution Intelligence: Moving beyond last-click attribution to recognize the influence of multiple marketing channels.
• Transparency: Providing clear visibility into how affiliate activities interact with other marketing efforts.
• Data Utilization: Leveraging data to create meaningful insights and improve marketing strategies.

Notable Quotes:

• Ryan Fitzgerald [20:43]: "The whole idea of attribution is sort of grown more into intelligence and creating more of an identity for each one of those transactions."
• Ryan Fitzgerald [22:40]: "Intelligence of knowing how Awin interacts with these other channels is super, super important."

Education and Addressing Misconceptions

Ryan discusses common misconceptions about affiliate marketing, particularly among smaller businesses. He stresses the necessity of time and resources for successful affiliate programs and advocates for a committed, long-term approach.

Key Points:

• Commitment Required: Affiliate marketing is not a "set it and forget it" channel; it requires ongoing effort and investment.
• Long-Term Perspective: Success typically materializes over a 6 to 18-month period.
• Role of Agencies: Partnering with agencies can enhance program effectiveness through professional management and expertise.

Notable Quotes:

• Ryan Fitzgerald [27:55]: "This is not a set it and forget it channel. Time and effort are your best friends."
• Ryan Fitzgerald [29:10]: "If you're not putting the ideal amount of time and resources, you don't do well."

Book and Personal Recommendations

Towards the end of the episode, Ryan shares his personal interests, including his love for classic literature and his favorite books on leadership and management. He also recommends "Rookie of the Year" as a favorite baseball movie.

Key Points:

• Literature Interests: Enjoys classics like "1984" and "To Kill a Mockingbird."
• Business Readings: Favors Simon Sinek’s works, particularly "Find Your Why."
• Personal Leisure: Enjoys watching sports, particularly baseball, and spending quality time with family.

Notable Quotes:

• Ryan Fitzgerald [33:15]: "I'm a big Simon Sinek fan. 'Find Your Why' is one of my favorite books when it comes to what I do."
• Ryan Fitzgerald [37:17]: "Bull Durham is my favorite, but Phil to Dreams is up there."

Parenting Advice

Ryan offers heartfelt advice to fathers, emphasizing the importance of making time for partners and living in the moment with their children.

Key Points:

• Prioritize Relationships: Maintain strong connections with partners amidst the busyness of parenting.
• Live in the Moment: Cherish and engage fully in everyday moments with children.
• Work-Life Balance: Utilize resources like babysitters to ensure quality family time.

Notable Quotes:

• Ryan Fitzgerald [39:40]: "Always make time for your partner... live in the moment because it's never going to be like that ever again."

Conclusion

The episode concludes with Ryan sharing how listeners can connect with him through LinkedIn or his website, offering further assistance in affiliate marketing.

Notable Quotes:

• Ryan Fitzgerald [40:54]: "If you have questions about Awin or need advice around affiliate marketing, I'm happy to assist."

Final Thoughts

Episode #89 of "Always Be Testing" offers a comprehensive exploration of modern affiliate marketing strategies, underpinned by Ryan Fitzgerald’s extensive experience. From diversifying partnerships to leveraging technology and fostering strong team dynamics, listeners gain valuable insights into optimizing their affiliate programs for sustainable growth. Additionally, Ryan’s personal anecdotes and advice provide a relatable and enriching layer to the professional discourse.

For those looking to enhance their understanding of affiliate marketing or seeking guidance on implementing effective strategies, this episode serves as an indispensable resource.

Connect with Ryan Fitzgerald:

• LinkedIn: Ryan Fitzgerald
• Email: RyanFitzgerald@awin.com
• Website: RyanFitzgeraldAwin.com