Summary
CHALLENGE
- Wanted to expand their reach through affiliate marketing.
- Found managing an affiliate program harder than expected.
- Needed an effective solution to set up and run the program.
SOLUTION
- Set up the program quickly using UpPromote’s guides and 24/7 support.
- Recruited loyal customers who already loved the products as affiliates.
- Segmented affiliates into professional (coupons) and general (store credit) groups.
- Attracted more partners via the UpPromote Marketplace and social media.
RESULTS
- Built a base of nearly 200 quality affiliates.
- Distributed commissions more efficiently by segmenting partners.
- Supported affiliates through in-app chat instead of individual emails.
LESSONS
- Recruit affiliates from customers who already love your product.
- Segment affiliates and reward each group in the way that fits.
- Use UpPromote marketplace to recruit affiliates
- Nurture affiliates so they stay longer and sell more.
Soul Insole makes a foot care device that relieves pressure and pain, helping people walk with ease. The company has helped over 100,000 people a year manage their foot issues.
It was founded by Laina Gossman, a kinesiologist and biomechanist who created custom orthotics at a San Diego shoe store before starting the company to make foot-pain relief more accessible.
Why did Soul Insole struggle with affiliate marketing at first?
As a foot-care brand, Soul Insole wanted to expand their reach through affiliate marketing. But it soon found that managing an affiliate program was harder than expected.
Looking for an effective solution, the brand turned to UpPromote.
I thought UpPromote would be great as we could use their affiliate model for success when we began to build an affiliate program. And it truly is
Laina Gossman, CEO of Soul Insole
Soul Insole also had a natural pool of recruits: customers who already loved their products and could spread the word as affiliates.
How did Soul Insole build and structure their affiliate program?
Soul Insole got the program running fast, then organized their partners so each one was rewarded in the way that fit.
Build a team from customers who love the product
With UpPromote, Soul Insole set up their program quickly. The interface, built-in tooltips, tutorials, and YouTube guides made setup straightforward, backed by 24/7 support.
We had no problems setting up an affiliate network because UpPromote guided us through the process in a few super simple stages… I would reach the support team who directed me immediately
Laina Gossman, CEO of Soul Insole
The brand started with their loyal customers, inviting the people who already loved the product to promote it.
Segment professional and general affiliates
Soul Insole now has nearly 200 quality affiliates, activating only the partners that fit the program. It splits them into two groups.
Professional affiliates get manually assigned coupon codes to share with their audience; UpPromote tracks referred orders and notifies the brand so commissions are paid.
General affiliates don’t receive coupons. Instead, they earn store credit on a successful referral, which also nudges them to buy more and recommend others.
Splitting partners this way made Soul Insole’s commission spending more efficient and appropriate.
How does Soul Insole attract and support their affiliates?
Beyond setup, Soul Insole works to bring in more partners and keep the ones it has active.
Attract more affiliates with higher commissions
To grow the network, Soul Insole offers generous commissions; the higher the rate, the more partners it can recruit.
It spreads the word through the UpPromote Marketplace and social media, drawing a diverse group of motivated affiliates.
Casting a wide net through those channels keeps new partners coming into the program.
Support affiliates to keep them engaged
Soul Insole uses UpPromote’s in-app chat to talk with affiliates directly, instead of sending individual emails.
It also sends product samples and helps partners build promotional content, letting them use images and text from the website and sharing more details on request.
I believe many merchants like us overlook this vital point: to nurture your affiliates, so they stay longer and bring in more sales
Laina Gossman, CEO of Soul Insole
That focus on support is what keeps Soul Insole’s affiliates engaged over time.
What has Soul Insole’s program achieved?
Soul Insole built a base of nearly 200 quality affiliates, activating only the partners that fit their program.
Segmenting professional and general affiliates kept commission spending efficient, and running the whole program through one platform made affiliate marketing feel effortless for the team.
