In the world of entrepreneurship, success often comes from unexpected paths. Meet Alex, the founder of ‘Fin vs Fin’, a million-dollar affiliate marketing business. In this engaging interview, Alex shares his entrepreneurial journey, from working full-time to building a thriving online business. Let’s dive into how Alex turned a side hustle into a seven-figure enterprise with grit, strategy, and a bit of luck.
Website: https://finvsfin.com/
Alex Goldberg X (social): https://x.com/BergsOfGold
The Moment Everything Changed
Interviewer: “Hi Alex, thanks for having us! Tell me, how did it all start?”
Alex: “Thanks for coming! I started finvsfin.com back in 2018 as a side hustle while I was working full-time. My parents were entrepreneurs, so the idea of running my own business was always in the back of my mind. Initially, though, it was hard to see any success. I didn’t make a single dollar for months. But then one day, I discovered something about Google’s algorithm that changed everything.”
That “aha” moment came when Alex realized the potential in targeting low-competition, high-intent SEO keywords. He applied this insight to the content on his site, and suddenly, traffic started pouring in.
Juggling a Full-Time Job and Building a Side Business
Interviewer: “So, you were working full-time when you started. How did you manage to build a business alongside your job?”
Alex: “Yeah, that was tough. I realized that to truly succeed, I needed a job that allowed me to ‘clock out’ at 5 PM and focus on my side hustle. I was working in a fast-paced startup environment, and the demands of that made it hard to pursue my own business goals. But once I switched to a job with a more manageable schedule, I could dedicate evenings and weekends to ‘Fin vs Fin’.”
Alex’s story resonates with many aspiring entrepreneurs who struggle to balance a full-time job with side projects. His advice? Look for opportunities that give you room to work on your own ventures outside of your 9-to-5.
Identifying the Perfect Niche: Health and Wellness
Interviewer: “What gave you the idea for FinVersus? And why did you choose the health and wellness niche?”
Alex: “Originally, the idea was to compare fintech products, hence the name ‘Fin vs Fin’. But as I researched, I saw this massive rise in telemedicine and other health tech companies. I realized that there wasn’t much content online comparing these health services, which were getting huge venture capital backing. I knew people would need information to make informed decisions about medical products.”
This shift in focus was the turning point for Alex. By becoming one of the first sites to review telemedicine platforms, Fin vs Fin gained a significant SEO advantage. He targeted a growing niche with little competition, allowing his site to become an authority in the space.
The Road to Monetization: Partnering with Brands
Interviewer: “At what point did you start making money from the site?”
Alex: “It took about six months before I saw enough organic traffic to feel confident reaching out to brands. I didn’t know exactly how many sales I was driving, but I knew there was potential. My pitch was simple: ‘I’m already driving you traffic. Let’s work together and make it official.’ And that’s how the affiliate partnerships began.”
Alex emphasizes that success didn’t come overnight. He wrote the first 60 articles himself, learning WordPress along the way. Once the site gained traction, he began reaching out to brands directly, offering to drive customers to their products in exchange for a commission.
The First Big Paycheck: Replacing His Full-Time Income
Interviewer: “When did you know it was time to leave your full-time job and focus solely on FinVersus?”
Alex: “I didn’t feel comfortable quitting my job until Fin vs Fin was making as much as my salary, which was around $150,000 a year. It took about a year before I reached that point. But even then, I was cautious. I told myself, ‘If the site is still doing well in a year, then I’ll quit.’”
Many entrepreneurs face the dilemma of when to make the leap from side hustle to full-time business. Alex’s approach was cautious but smart—he waited until the business was financially stable before making the transition.
Key Strategies for Success in Affiliate Marketing
Interviewer: “What were some of the key strategies that helped you succeed in affiliate marketing?”
Alex: “It’s all about finding the right niche and focusing on long-tail keywords with low competition. In the early days, I was laser-focused on writing content that answered questions people were searching for, but that no one else had written about. That’s how you win in SEO—you meet the demand for information before anyone else does.”
Here’s a quick breakdown of Alex’s strategies:
- Niche Focus: Choose a niche with low competition and high growth potential.
- SEO Optimization: Target long-tail keywords that others aren’t covering.
- Brand Partnerships: Build relationships with brands and negotiate affiliate deals.
- Content Creation: Write high-quality, in-depth content that provides real value to users.
The Importance of a Partner: A Balancing Act
Interviewer: “You mentioned having a business partner at the start. How did that partnership work out?”
Alex: “Yeah, I started the business with a partner, but after a couple of years, we realized that our goals weren’t aligned. He wanted to keep it as a side hustle, but I saw the potential for something bigger. Ultimately, I bought him out. It was a tough decision, but necessary for the growth of the business.”
Partnerships can be both an asset and a challenge. For Alex, the decision to buy out his partner was a pivotal moment in the business’s evolution.
Scaling Up: A Portfolio of Affiliate Sites
Interviewer: “You didn’t stop with just Fin vs Fin. Tell me about your decision to create a portfolio of affiliate websites.”
Alex: “We now have about six sites in the portfolio, each focusing on a different niche. The reason for that is economies of scale—if I have a great partnership with a brand, I can feature them across multiple sites, which increases our revenue.”
Alex’s strategy of building multiple niche sites allows him to diversify his traffic sources and affiliate partnerships. This approach not only spreads the risk but also opens up new revenue streams.
Day in the Life of an Affiliate Marketer
Interviewer: “What does a typical day look like for you now that you’ve built this successful business?”
Alex: “I usually start my workday around 8:30 or 9 AM, with a weekly meeting to set the agenda. I also have calls with brands to discuss partnership expansions. In the afternoons, I focus on content review and ad campaigns. I stop working around 4 PM and spend time with my family. I try not to work on weekends, but I do spend a few hours in the evenings catching up on emails.”
What’s Next for Alex?
Interviewer: “What’s the future look like for you and Fin vs Fin?”
Alex: “I’m actually in the process of selling the business. I’ve built it to a point where it’s a valuable asset, and I’m ready for a new challenge. It’s important to understand your purpose for the business—is it just about lifestyle, or do you want to scale it up and sell? For me, I’m ready to exit and move on to the next chapter.”
Alex’s story is a reminder that every entrepreneur’s journey is different. For him, building and eventually selling his affiliate business was the goal, but for others, it might be about long-term growth or lifestyle.
Key Takeaways from Alex’s Success Story
- Start Small and Grow Slowly: Alex didn’t quit his job until his side hustle was making as much as his full-time salary.
- Find a Niche: He identified an under-served market in health and wellness, specifically telemedicine.
- SEO is King: Targeting long-tail keywords and creating high-quality content were crucial to his success.
- Build Partnerships: By forming direct relationships with brands, Alex created a sustainable business model.
- Diversify Your Revenue: Creating a portfolio of affiliate sites allowed Alex to scale up and increase his income.
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