Diversification has long been a crucial business strategy. Putting all your eggs in one basket is rarely the way to go. Even when I started in affiliate marketing in 2006, the importance of diversifying your partner mix was a central theme. While the idea isn’t new, its relevance has only grown as the business landscape evolves.
One of the main reasons diversification remains at the forefront is that it allows brands to adapt to shifting conditions—whether it’s changes in consumer behavior, regulatory updates, or the evolving platforms of key players like Google. These factors have only heightened the need for brands to diversify their affiliate programs, ensuring they can handle these changes while continuing to drive growth.
Why Diversification Matters More Than Ever
The core idea behind diversification is simple: You want to work with various partners to ensure your program is robust and positioned for growth. At a basic level, this means ensuring that your brand has a presence throughout the entire customer journey—from top-of-funnel awareness to bottom-of-funnel conversions. By engaging different types of partners, you can capture consumers at every stage.
The “why” behind diversification has shifted over the years. Previously, the focus was mainly on increasing reach and spreading out your efforts to avoid relying too heavily on any one type of partner. Today, it’s about so much more. Diversification helps safeguard your program against changes in the broader landscape, such as algorithm updates or regulatory changes, which can negatively impact certain publishers.
For example, some of Google’s recent changes to its platform have affected how publishers promote brands. This directly impacts affiliate programs, and brands that rely too heavily on a single type of publisher—like influencers or content sites—can see their growth stall. The solution? Expanding your partner mix to include new, innovative partner categories that can help you navigate these challenges.
Growth Through a Diverse Partner Mix
At its core, diversification is about growth. You will hit a ceiling if you work only with one type of publisher. There’s only so much that a single partner category can do for your program. Adding new partner categories—whether influencers, tech partners, or content publishers—creates opportunities to reach new audiences and scale your program in ways that weren’t possible before.
Take influencers, for example. They’ve always been a desirable partner type, but even with that vertical, there’s room to diversify. Over the last year, we’ve seen the emergence of tech partners who work directly with brands, finding creative ways to leverage influencers to promote products. This is a form of diversification within a partner category—one that allows brands to stay fresh and adaptable.
Additionally, as consumer behavior changes, brands need to innovate. The shift from brick-and-mortar shopping to online is a prime example. As more consumers turn to e-commerce, brands must find new ways to engage with these shoppers. That’s where a diversified partner mix comes in. By working with various partners—from content publishers to coupon and deal sites—you ensure your brand is promoted across various touchpoints, increasing your chances of capturing new customers or even new customer attention.
Mitigating Risk with Diversification
Beyond growth, diversification also helps reduce risk. If your affiliate program is overly reliant on one or two partners, you’re putting your revenue at risk. If something happens to those partners—if they go out of business or their performance declines—your entire program suffers. But by spreading your efforts across multiple partner types, you create a safety net. You’re less vulnerable to disruptions, and your program is naturally more adaptable to changes in the market.
This is especially important today, given the current state of compliance and regulation. We’ve seen shifts in how publishers track conversions, and brands that rely heavily on a few key players may find themselves in trouble if those publishers struggle to adapt. Diversification ensures that you’re not putting all your eggs in one basket.
Innovation Through Diversification
Another critical aspect of diversification is that it encourages innovation. If you’re only working with a limited number of partners, you’re missing out on new, innovative ways to promote your brand. By diversifying your partner mix, you open the door to working with emerging partners who can bring fresh ideas.
One great example is the rise of “Buy Now, Pay Later” (BNPL) partners. This category wasn’t as well known even just a few years ago, but it’s quickly become a powerful tool for brands looking to capture new customers. BNPL partners have driven brand growth by offering consumers more flexible payment options. By including these partners in your mix, you’re tapping into a rapidly growing trend and staying ahead of the curve.
Diversification as a Strategy Shaper
Ultimately, diversification isn’t just about avoiding risk—it’s a strategy shaper. It forces brands to think creatively, explore new opportunities, and stay nimble in a fast-changing landscape. Whether it’s expanding into new verticals, experimenting with emerging partner types, or simply ensuring that your program is built for long-term success, diversification is key.
For any brand looking to succeed in partnership marketing, a diverse mix of partners should be at the core of their strategy. It’s not just about growth—it’s about staying relevant, adaptable, and ready for whatever comes next.
For more information on how to best diversify your partnership program, reach out to us here.
This article originally published on Retailistmag.com on 4/8/25.
