Positioning for Affiliate Sites

I’ve been studying positioning in marketing for quite some time. My first exposure to it was learning about April Dunford and her book, Obviously Awesome. 

The next great marketing book that was recommended to me was Stand The F*ck Out by Louis Grenier.

One moment, it is time for some shameless marketing which is shoutout to StatsDrone and FTDx for being sponsors of this newsletter. Join our Beehiiv newletter too, it is the exact same but IYKYK.

I then had the fortune to have Louis Grenier on as a guest on the Affiliate BI podcast and he was amazing.

I even added his episode to my Best Business Podcasts 2025 playlist.

Forget doubling down on marketing, let’s triple it up as I’ve just recorded VALENTINA DIACO and I got to ask her a similar question on positioning for affiliate sites. 

Valentina had this quick comment to say on positioning for affiliate sites

Positioning for B2B companies

I’ll be honest, I wasn’t studying positioning to be helpful for affiliate sites, I was doing it so we could achieve our marketing and sales goals of StatsDrone. I guess you could say we are trying to help affiliates by getting more customers but my market research was to help StatsDrone.

Anytime I study anything in B2B and SaaS, I often realize there are a lot of ways of applying the lessons from B2B into affiliation. 

So this is why I went down the April Dunford and Louis Grenier rabbit hole of positioning.

I always like to ask my podcast guests questions of their expertise and how it translates into affiliate sites.

Positioning for your affiliate marketing sites

The truth is, with a lot of sites that are dropping in search traffic, their position I think is not defined nor is it clear.

I’ll have a look at a few iGaming affiliate sites and talk about what I think their positioning is or could be.

NJ.Bet

Domain

The domain itself gives you an idea of what they are about.

Design impression

I don’t think the design is that great. There is quality work in the design but the dark mode nature I think doesn’t work with the hero image.

The hero image itself is your cliche gambling imagery so I think this makes the site look less bespoke. 

Positioning and Marketing message

I’m not inspired by this. Sounds like it is SEO optimized which according to Ahrefs, they seem to be doing well in terms of search traffic. So hard to say this is not done right. 

BonusFinder

This site sold to the Gambling.com group a few years ago for a cool €60m so it is probably a decent site to reference.

Domain

BonusFinder.com is a great name, sounds like it is a helpful site. 

Design impression

I think the design is ok but I was a big fan of the previous design which maybe was good or not, I don’t know. It just seems like the site did what the name said it would do: help you find bonuses. 

Positioning and Marketing message

I think the domain is part of the positioning and the old tagline I felt was on point:

Now the tagline is

I’m just not inspired.

Bonus.com

Domain

I’m for and against this domain.

I’m against it because I think domains like casino, poker, slots (.com) have just sold for great money but never really became memorable. 

My point: would you rather have pokerstars.com or poker.com or casino.com or casino.org? 

Now the thing that should work well for this domain is people don’t call the site Bonus, they call it Bonus.com just like Gambling.com. Everytime I write Gambling.com I am often removing the link. 

Design impression

I don’t feel quite sold on this design in terms of marketing and positioning. It just looks like another iGaming affiliate site and I don’t think that should be done anymore. 

Positioning and Marketing message

Here is the main message and text on the homepage: 

I’m not sold on this either. I’d say it checks off the keyword box for SEO but the memories of it are faint.

CasinoWizard

Domain

I think the domain sounds like another affiliate site. Personally I’d want something that has slots or RTP in the name or maybe even house edge related content. 

Design impression

I think the design is ok but it doesn’t support the core message. 

Positioning and Marketing message

I think the concept of the site has built in great positioning. I think the wording could reflect that and the design and domain could reflect in that too. 

Being memorable

This isn’t an easy thing to do but when I look at the last set of examples, here is what stands out when I think about those sites:

1. NJ.bet - Great domain, know what they are about

2. BonusFinder.com - still like the name of the site, it sounds useful

3. Bonus.com - I think the domain has potential but the site needs more value or design for me to remember it

4. CasinoWizard.com - the best RTP values for players is memorable but I think it isn’t intuitive based on the name, domain and initial design. 

Always be marketing

Affiliate marketing has been insanely easy for a long time and I think we are now moving into the actual marketing phase of the industry.

Trying to do marketing for a SaaS company is a big challenge so I’d imagine that doing it for an affiliate site will be just as challenging. 

Marketing can include $0 budgets that could have immense results or cost significant money and deliver a bunch of zeroes. 

As Louis Grenier says in marketing, you should be using data and of course he thinks you should Stand The F*ck Out!

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