Table of Contents
Are you ready to dive into the dynamic world of affiliate marketing? “What is an Affiliate Program really about?” you may ask. This blog post will not only answer that question but also guide you through the six phenomenal benefits that come along with it. Whether you're a business mogul looking for a fresh marketing tactic or a budding entrepreneur trying to navigate the digital marketplace, understanding the power of affiliate programs could be your golden ticket. So, fasten your seatbelts as we embark on this enlightening journey, unraveling the impressive potential of affiliate marketing. Let's get started!
What is an affiliate program?
In simple terms, an affiliate program is a performance-based marketing strategy where a business rewards affiliates for each customer brought by the affiliate's marketing efforts. It's a win-win scenario where both parties reap significant benefits.
Now that we've defined what is an affiliate program, let's explore its incredible advantages. The six benefits range from cost-effectiveness, and scalability, to broadening your audience reach and beyond. These benefits make affiliate programs a popular choice for businesses looking to expand their market presence and increase revenue.
Whether you're a seasoned marketer or a novice business owner, understand what is an affiliate program? and its potential benefits can be a game-changer in your marketing strategy. Stay tuned as we unravel these benefits and provide you with insightful tips on how to maximize the potential of affiliate programs. This blog will serve as your comprehensive guide to grasping what an affiliate program really is about.
The basics of affiliate programs.
Affiliate programs, often referred to as ‘affiliate marketing‘, are a performance-based marketing strategy that has taken the digital world by storm. But what is an affiliate program really about? Let's delve deeper into its intricacies.
In layman's terms, an affiliate program is a business arrangement where an online retailer pays a commission to an ‘affiliate' (external website or marketer) for traffic or sales generated from its referrals. The process is fairly straightforward: the affiliate promotes a product or service using a unique link. When a customer uses this link to purchase the product or service, the affiliate earns a commission.
Here's how it works:
- Merchant or advertiser: This is the company that owns the product or service. They created the affiliate program to encourage affiliates to promote their offerings.
- Affiliate or publisher: The affiliate promotes the merchant’s products or services on their platform – this could be a blog, social media account, or email marketing campaign. They use a unique tracking link provided by the merchant.
- Customer: The customer is the final piece of the puzzle. When they click on the affiliate link and make a purchase, the affiliate earns a commission.
- Affiliate network: While not always involved, an affiliate network serves as an intermediary between the merchant and the affiliate. It provides tracking technology, and reporting tools and manages payment processing.
The importance of affiliate programs in modern marketing strategies cannot be overstated; let's explore six compelling reasons why they're an invaluable tool in today's digital landscape.
The evolution of affiliate programs.
Affiliate program, a now multi-billion dollar revenue stream, has had an interesting and transformative journey since its inception. The concept of affiliate marketing on the Internet was first conceived, put into practice, and patented by William J. Tobin in 1989, making him the world's first Internet marketer.
However, it wasn't until 1996 that affiliate solution providers formally came into being with the launch of LinkShare and Be Free. Amazon also played a crucial role in popularizing affiliate programs in the 1990s with their Associates Program, which allowed individuals to sign up and offer links on their websites.
In 1998, the first affiliate marketing networks were launched to the public, providing a platform for affiliate marketers to thrive. By 2009, the viability of affiliate marketing as a business model was well-acknowledged, leading to the founding of incredible agencies like Ebove and Beyond.
Over the past two decades, affiliate marketing has mostly been under the radar but has grown into a substantial industry. Today, it continues to evolve, offering a rich and varied history for those ready to be a part of it.
So, despite being less than 25 years old, affiliate marketing has already made significant strides. From its humble beginnings to becoming an essential part of consumer PR, the evolution of affiliate marketing is a testament to the power of innovative, internet-based business models.
How affiliate program has changed over the years.
Affiliate programs have significantly evolved over the years, adapting to changes in technology, consumer behavior, and digital marketing trends. Originally, affiliate marketing was a simple system where affiliates earned commissions by referring customers to businesses.
Over time, the definition of what is an affiliate program about has expanded. It's no longer just about referrals. Today, affiliates use various digital marketing strategies such as:
- Content marketing: This strategy involves creating and distributing valuable, relevant, and consistent content to attract and engage a clearly defined audience, with the ultimate aim of driving profitable customer action. Content can come in many forms, like blog posts, videos, infographics, podcasts, and more. The key is to provide value to your audience, helping to build trust and authority with them.
- Social media promotion: Social media platforms like Facebook, Instagram, Twitter, and LinkedIn are powerful tools for promoting businesses. They offer opportunities for businesses to connect directly with their customers, share updates, and promote products or services. Successful social media promotion often involves engaging with followers, sharing relevant content, and leveraging paid advertising options.
- Email marketing: Email marketing is a direct form of marketing that uses email to promote products or services. It's a way to reach consumers directly at a relatively low cost and provides one of the highest returns on investment of any marketing strategy. Effective email marketing campaigns should be well-designed, personalized, and provide value to the recipient.
- Search Engine Optimization (SEO): SEO is the practice of optimizing your online content so that a search engine likes to show it as a top result for searches of a certain keyword. It's essential for getting your web pages to rank higher on search engines like Google. SEO involves strategies such as using relevant keywords, improving site speed, creating quality backlinks, and ensuring mobile-friendliness.
6 amazing benefits of affiliate programs.
Benefit 1: Cost-effective marketing strategy.
Affiliate programs are an incredibly cost-effective marketing solution for businesses of all sizes. Rather than pouring funds into broad, sometimes ineffective advertising campaigns, affiliate programs allow companies to pay only for the results they see. This performance-based marketing strategy involves a business rewarding one or more affiliates for each visitor or customer brought about by the affiliate's own marketing efforts. The primary advantage here is that businesses can control their costs by paying only for conversions, be it a lead, sale, or click, depending on the agreed-upon model. This ensures a direct return on investment, as every dollar spent directly contributes to desired outcomes.
Additionally, affiliate programs help businesses reach new audiences that they may not have been able to tap into otherwise. Affiliates often have a niche and dedicated following, and their endorsement can significantly boost a product's visibility and credibility. In essence, affiliate programs offer a high-reward, low-risk solution for businesses looking to expand their reach, increase sales, and do so in a financially efficient manner.
Some of the successful affiliate marketing programs.
- Amazon associates program: Amazon runs one of the most successful affiliate marketing programs. Affiliates promote a product on their platform, and when a customer clicks through and makes a purchase, the affiliate earns a commission. This program has been hugely beneficial to Amazon as it enables them to reach a broader audience without the need for direct advertising. It is estimated that up to 10% of Amazon's revenue comes from its affiliate program.
- Bluehost affiliate program: Bluehost, a web hosting company, has an affiliate program that pays out over $5 million annually to affiliates. This program has helped Bluehost attract new customers and grow its business without investing heavily in traditional advertising methods.
- Shopify affiliate program: Shopify‘s affiliate program has also been a resounding success. By offering generous commissions to bloggers, influencers, and publishers who refer new merchants to their e-commerce platform, Shopify has been able to significantly expand its user base and increase its market share.
These examples demonstrate how affiliate programs can provide a cost-effective marketing solution by leveraging the audiences and influence of affiliates to drive sales and growth.
Benefit 2: Performance-based rewards.
Unlike traditional advertising where businesses pay upfront without any guarantee of results, affiliate programs operate on a commission-based system. Affiliates, such as bloggers or influencers, promote a company's products or services. When a customer makes a purchase using the affiliate's unique referral link, the affiliate earns a commission from the sale. This model ensures that businesses only pay when there is a confirmed sale, making it a cost-effective and result-oriented approach.
The performance-based nature of affiliate programs not only minimizes financial risks for businesses but also incentivizes affiliates to put their best efforts into promoting the products, creating a win-win situation for both parties. Thus, affiliate programs are effectively leveraging the digital space to drive sales through performance-based rewards.
Some of the successful affiliates have capitalized on this model.
- The Barbecue Lab: This affiliate utilizes a traditional model of affiliate marketing by reviewing and promoting home barbecue grills. The platform provides value to its audience through comprehensive reviews and earns commissions on product sales generated through referral links.
- Amazon Associates: This is one of the most successful affiliate programs with over 900,000 affiliates. Affiliates range from individual bloggers to large corporations, all leveraging Amazon's vast product catalog to earn commissions.
- ShareASale: Another successful affiliate program, ShareASale boasts over 700,000 affiliates. It offers a wide range of products for promotion, providing numerous opportunities for affiliates to earn commissions.
These examples demonstrate that various individuals and businesses have successfully capitalized on the performance-based affiliate marketing model to create profitable ventures.
Benefit 3: Broaden market reach.
Affiliate programs can be a highly effective way for businesses to broaden their market reach.
- Access to Diverse Audiences: Affiliates often have their own unique and dedicated audiences. By partnering with affiliates, businesses can tap into these established communities and expose their products or services to potential customers who may not have been reachable through traditional marketing methods.
- Global Reach: With affiliate marketing, geographical boundaries become irrelevant. Affiliates can promote your products or services globally, allowing your business to penetrate markets you might not have had the resources to reach otherwise.
- Niche Marketing: Affiliates often focus on specific niches, which can be incredibly beneficial for businesses. For instance, a business selling vegan skincare products could partner with an affiliate who runs a popular vegan lifestyle blog. This would ensure that the business's products are being directly marketed to a highly relevant and engaged audience.
- Cost-Effective Expansion: Traditional market expansion can be costly and time-consuming. However, with affiliate marketing, businesses can broaden their reach more cost-effectively. Since affiliates are only paid a commission once a sale is made, businesses can avoid the high upfront costs often associated with other forms of marketing.
Affiliate programs can offer businesses a cost-effective and efficient method to broaden their market reach, access diverse audiences, and potentially increase sales and revenue.
The power of affiliate marketing in broadening market reach.
There are several case studies that illustrate the benefits of affiliate programs in broadening market reach. Here are a few examples:
- Bitcoin, Blockchain, and Fintech: This case study highlights how a firm set up in 2014 used blockchain technology to showcase Irish products on the global stage. The company leveraged affiliate marketing to expand its reach and penetrate new markets.
- SMEs and Industry 4.0: The study presents two case studies that exhibit the range of previously hidden opportunities for a company to reap the full benefits of digitalization, including affiliate marketing. By partnering with affiliates, these SMEs were able to extend their reach and tap into new customer bases.
- Renaturing cities using a regionally-focused biodiversity-led multifunctional benefits approach to urban green infrastructure: This paper presents preliminary data from three case studies that explore how urban green infrastructure can provide social benefits. Similar to this, businesses can use affiliate marketing to promote their products or services, providing benefits to a wider audience and expanding their market reach.
These case studies demonstrate that businesses from various sectors have successfully used affiliate programs to broaden their market reach and effectively engage with new audiences.
Benefit 4: Seamless tracking and management.
Affiliate programs often provide businesses with robust tracking and management tools, making it easier to monitor and optimize their affiliate marketing efforts.
- Real-time tracking: Many affiliate programs offer real-time tracking, allowing businesses to see exactly when a click or sale takes place. This immediate feedback can be instrumental in making quick adjustments to marketing strategies.
- Detailed analytics: Affiliate marketing platforms usually provide comprehensive analytics. This can include information on clicks, conversions, return on investment (ROI), and more. These insights can help businesses understand what's working and what's not, enabling them to make data-driven decisions.
- Affiliate management: Affiliate programs often include tools for managing affiliates. This can involve everything from approving new affiliates to communicating with existing ones. Some platforms even allow businesses to segment their affiliates based on performance, which can help in tailoring specific strategies for different groups.
- Automated payouts: Handling payouts manually can be time-consuming. Fortunately, most affiliate programs automate this process, ensuring that affiliates are paid accurately and on time.
- Fraud detection: Some affiliate programs come with built-in fraud detection systems. These systems can identify suspicious activity, helping protect businesses from fraudulent transactions.
Overall, the tracking and management tools provided by affiliate programs can simplify the process of running an affiliate marketing campaign. They offer real-time data and insights, automate tedious tasks, and provide mechanisms for managing relationships with affiliates, all of which contribute to a more efficient and effective affiliate marketing strategy.
Benefit 5: Boosts brand reputation and awareness.
Affiliate programs are a powerful tool for enhancing brand reputation and increasing brand awareness. In essence, an affiliate program is a marketing strategy where affiliates – individuals or companies – promote a business's products or services. When these affiliates are reputable and have a strong following, their endorsement can significantly improve the brand's reputation.
- Credibility enhancement: Affiliates, especially those with a significant following, bring their own credibility to a brand. Their endorsement can boost the reputation of the brand they're promoting.
- Extended reach: Affiliates often have diverse and broad audiences. By collaborating with affiliates, brands can reach new demographics and markets that were previously inaccessible, thereby increasing brand awareness.
- Cost-effective promotion: Affiliate marketing is performance-based. Brands only pay when a sale is made, making it a cost-effective way of promoting products and services, reaching new customers, and increasing brand awareness.
- Consistent brand exposure: Affiliates continuously promote the brand across different platforms, ensuring regular and consistent exposure. This repeated visibility helps to embed the brand in the minds of potential customers, enhancing brand recognition.
- Trust building: Positive reviews and promotions by affiliates build trust among their audience towards the brand. This trust translates into a better brand reputation and increased customer loyalty.
By leveraging these advantages, affiliate programs can play a pivotal role in shaping public perception and increasing the visibility of a brand.
Enhancing brand reputation and awareness through affiliate programs.
Affiliate programs have become an effective strategy for businesses to expand their reach, enhance brand reputation, and increase brand awareness. Here are three examples illustrating how renowned brands have utilized these programs to achieve these goals.
- Sephora's Beauty Affiliate Program: Sephora, a renowned beauty retailer, collaborates with beauty bloggers and influencers through its affiliate program. These affiliates create content around Sephora's products, introducing them to a wide audience of beauty enthusiasts. This not only increases Sephora's brand awareness but also boosts its reputation as a go-to destination for high-quality beauty products, as it's endorsed by trusted beauty experts.
- Nike's Affiliate Program: Nike collaborates with affiliates who have a strong reach within the sports and fitness industry. These affiliates, ranging from fitness influencers to sports bloggers, promote Nike products, helping the brand reach a larger audience. The positive reviews and experiences shared by these affiliates enhance Nike's reputation as a high-quality sports equipment and apparel provider.
- Grammarly's Affiliate Program: Grammarly, an online grammar-checking tool, has a successful affiliate program that includes bloggers, content creators, and educators. By providing useful content about Grammarly's features and benefits, these affiliates help increase brand awareness. Their endorsement also strengthens Grammarly's reputation as an effective and reliable writing tool.
Benefit 6: Scalability
How can businesses expand their reach and grow without significantly increasing their marketing budget? How can they ensure their marketing efforts yield a guaranteed ROI? One compelling answer to these questions is affiliate marketing programs.
Operating on a performance-based model, affiliate programs pay out only when specific actions, such as a sale or a lead, are achieved. This structure not only minimizes financial risk but also provides a solid return on investment.
But how does this increase scalability? Affiliate marketing opens up access to a diverse network of affiliates, each with its unique audience. This broadens a business's reach into new market segments without the need for intensive market research or trial-and-error approaches.
Affiliates also act as brand ambassadors, promoting your products or services to their followers. This organic, word-of-mouth marketing often leads to higher conversion rates, building trust and credibility among potential customers.
Furthermore, affiliate programs offer cost-effective scalability. Businesses can control their expenditure by setting commission rates and caps, and with affiliates handling much of the marketing, companies can redirect resources toward product improvement or customer service. In essence, affiliate programs provide a scalable, ROI-guaranteed, and cost-effective growth strategy.
How Uber, Airbnb, and TripAdvisor leveraged affiliate programs for growth
Here are some of the businesses that have scaled successfully through affiliate programs.
- Uber: The ride-hailing giant has used its affiliate program to grow exponentially. Uber's affiliate program incentivizes affiliates by offering them a reward for every new rider they refer to the platform. This approach has helped Uber expand its user base significantly and enter new markets with minimal marketing expenditure.
- Airbnb: The home-sharing platform has also leveraged affiliate marketing to scale up. Airbnb's affiliate program allows affiliates to earn a commission for every booking they drive to the platform. This strategy has not only increased Airbnb's visibility but also contributed to its rapid growth across the globe.
- TripAdvisor: Known by travelers and affiliate marketers worldwide, TripAdvisor runs one of the most lucrative affiliate marketing programs. This strategy has helped them reach millions of users globally, proving the effectiveness of affiliate programs in driving business growth.
Challenges in affiliate marketing.
While affiliate marketing offers numerous benefits such as a potential for high income, freedom to work from anywhere, and the ability to generate passive income, it's not without its challenges. As with any business venture, success requires understanding and navigating various hurdles. Let's delve into the five key challenges you might face in affiliate marketing and discuss how to overcome them.
Challenge #1: Maintaining ethical practices.
It's essential to maintain transparency with your audience about the affiliate relationships you have. Overcoming this involves disclosing your affiliate links and ensuring that the products or services you promote are of high quality and genuinely beneficial to your audience.
Challenge #2: Setting up correct tracking.
Proper affiliate link tracking is crucial for accurate commission attribution. This can be challenging due to technical issues or human error. To overcome this, use reliable affiliate marketing software or platforms that provide robust tracking tools.
Challenge #3: Finding the right products to promote.
Choosing unsuitable products can lead to low conversion rates. To tackle this, conduct thorough market research to understand what your audience needs and wants. Align these findings with products that you genuinely believe in.
Challenge #4: Generating traffic.
Without a consistent stream of traffic, it's unlikely that you'll generate many sales. Effective SEO practices, regular high-quality content creation, and leveraging social media can help to increase visibility and attract more visitors to your site.
Challenge #5: Maintaining engagement.
Keeping your audience engaged and interested in your content can be challenging. To overcome this, create valuable and relevant content regularly. Engage with your audience through comments, emails, and social media to keep them invested in your brand.
Remember, success in affiliate marketing doesn't happen overnight. It requires patience, consistency, and continuous learning and adaptation.
How to choose an affiliate program.
After understanding the complexities and challenges that come with affiliate marketing, the next step is to make informed decisions. One of the most pivotal choices you'll make is selecting an appropriate affiliate program to join. As we transition from discussing problems to solutions, let's delve into how to choose an affiliate program that best fits your needs and objectives.
Here are some key factors to consider:
a. Commission rates.
This is perhaps one of the most important factors to consider. The commission rate determines how much you'll earn from each sale made through your referral link. Some programs offer a high commission rate, often up to 50% or more, while others may offer a lower rate. It's crucial to balance the potential earnings from high commission rates with other factors like the quality and relevance of the products you're promoting. Additionally, consider whether the program offers a one-time commission or recurring commission for subscription-based products.
b. Product relevance:
The products or services you promote as an affiliate should be directly relevant to your content and your audience. If the product doesn't align with what your audience expects from your platform, it will be difficult to convince them to make a purchase. For instance, if you run a fitness blog, an affiliate program for gym equipment, fitness courses, or health supplements would be more suitable than one for gardening tools. Always remember, that relevance can drive conversions.
c. Brand reputation.
Your affiliate partnerships can reflect on your own brand. Partnering with a reputable brand not only boosts your credibility but also makes it easier to sell to your audience. Research the brand's reputation, read customer reviews, and ensure they deliver quality products or services. A brand that is well-liked by customers will be easier to promote and can lead to higher conversion rates.
d. Cookie duration.
Cookie duration can play a significant role in your affiliate earnings. This refers to the period during which the affiliate program tracks the activity of a user who has clicked on your affiliate link. If a user makes a purchase within this period, you earn a commission. Some programs offer long cookie durations (60 days or more), while others might offer shorter durations. Longer cookie durations are generally better because they give the customer more time to make a purchase.
e. Payment terms.
Understanding the payment terms of an affiliate program is crucial. Some programs pay monthly, while others might have a different schedule. Check if there is a minimum payout threshold and how the program makes payments (e.g., bank transfer, PayPal). Being clear about these terms can help you manage your cash flow effectively.
Good affiliate programs offer excellent support to their affiliates. This can include promotional materials like banners and ad copy, regular updates on new products or promotions, and a dedicated affiliate manager to help you with any issues. The level of support can significantly impact your success as an affiliate marketer, so choose a program that offers comprehensive assistance.
By keeping these factors in mind, you can select an affiliate program that not only aligns with your business goals but also provides a valuable resource for your audience.
What is an affiliate program example?
An example of an affiliate program is the Amazon Associates Program. In this program, bloggers, influencers, or website owners promote products from Amazon on their platforms. When their audience purchases the Amazon products through the provided links, the affiliate earns a commission.
How to start affiliate marketing for beginners?
Starting affiliate marketing for beginners involves a few key steps. First, it's crucial to choose a niche that aligns with your interests and expertise. Next, decide on a content platform where you'll promote your affiliate products, such as a blog or social media. Finally, join an affiliate program that offers products or services in your chosen niche. These programs will provide you with special links to share, and you'll earn a commission for every sale made through your link.
What are some popular affiliate programs or networks?
Some of the most popular affiliate programs or networks include Amazon Associates, which allows affiliates to earn commissions by promoting millions of products. Another is CJ Affiliate (formerly Commission Junction), renowned for its wide variety of advertisers. Additionally, ShareASale is a highly respected network with a diverse range of niche products to promote, and ClickBank is popular for digital products and offers high commission rates.
Are there any costs associated with joining an affiliate program?
While joining an affiliate program is typically free, there could be indirect costs involved. These can include the cost of setting up and maintaining your own website or blog where you'll promote affiliate products. Additionally, you may also incur expenses for marketing and advertising to drive traffic to your site. However, it's important to note that commission rates for affiliates typically range from 10%-25% depending on the program, and some tools or platforms used in affiliate marketing could have monthly fees that start from around $99
How do I promote affiliate products or services?
Promoting affiliate products or services effectively often involves creating high-quality content where you can incorporate affiliate links, such as blog posts, reviews, or tutorials about the product or service. Social media platforms can also be utilized to reach a wider audience by posting engaging content with embedded affiliate links. Additionally, email marketing is an effective strategy, where you can send newsletters containing affiliate links and product information to subscribers.
What is the difference between affiliate marketing and multi-level marketing (MLM)?
Affiliate marketing is a process where an affiliate earns a commission for marketing another company's products or services, typically through their own website or blog. The affiliate only earns when their referral leads to a sale. On the other hand, multi-level marketing (MLM) involves selling a company's products directly to end consumers while also encouraging them to become distributors themselves. In MLM, individuals earn through their own sales as well as sales made by their network of recruited distributors.
Is it possible to make a full-time income through affiliate marketing?
Yes, it is possible to make a full-time income through affiliate marketing. However, it requires consistent effort, time, and strategic planning to build a successful affiliate marketing business. The income can vary greatly depending on the products you promote, the commission structures, and how effectively you market those products to your audience.
Wrap it up, Dustin.
As we wrap up our discussion on “What Is an Affiliate Program,” it's evident that these programs can serve as a powerful tool for both businesses and marketers alike. They offer the potential for significant monetary gains and can be instrumental in expanding brand visibility. The allure of affiliate programs lies in their ability to create additional revenue streams, which explains their enduring popularity and prevalence in the digital marketing landscape.
For digital marketers and small business owners, integrating an affiliate program into your marketing strategy can yield both immediate and long-term benefits. In the short term, you could see an uptick in sales as your products or services are promoted by affiliates to their audiences. Over time, this increased exposure can boost brand awareness and loyalty, translating into sustained growth for your business.
However, success with affiliate programs doesn't come without effort. It requires diligence, perseverance, and strategic planning. You need to carefully select products that align with your brand and resonate with your audience. You also need to continually monitor and optimize your affiliate marketing efforts, adapting to changes in market trends and consumer behavior.
In your quest to find the right affiliate program, don't rush the process. Take the time to thoroughly research potential programs and ask critical questions. Consider factors like commission rates, cookie duration, and the level of support provided by the program. Remember, the best affiliate program for you will depend on your specific circumstances and goals.
As the realm of affiliate marketing continues to evolve, staying informed about current trends is crucial. This knowledge will allow you to identify new opportunities and make the most of your affiliate marketing efforts.
So, is an affiliate program right for you? If you're willing to put in the work and navigate the challenges, the answer could very well be a resounding “yes.” An affiliate program could provide the perfect platform to supplement your income, grow your brand, and engage with a broader audience.
In conclusion, understanding “What Is an Affiliate Program” is just the beginning. The real journey begins when you dive in, start experimenting with different programs, and learn what works best for your unique situation. As with any venture, there will be challenges along the way, but the potential rewards make the journey worthwhile.
To know more about affiliate marketing and how it can transform your business, visit our website at https://performancemarketingmanager.com/.
AFFILIATE MARKETING CONSULTANT
Dustin Howes is a partnership nerd spreading the good word about performance marketing. He is the chief coach at performancemarketingmanager.com and is dedicated to helping companies grow their performance marketing channels. He also provides affiliate manager training and private consultations, helping companies find the right solution for their budget.
Find out more about Dustin here.