Affiliate Marketing Tips

I've noticed something about how marketers talk about their "target audience." Most of them focus entirely on demographics and job titles. Examples: • "We target CMOs at mid-market SaaS companies" • "We're after operations directors at D2C brands" • "Our ideal customer is a millennial parent who makes $100K+" But the most effective marketers I know focus instead on: • Where their audience already pays attention • Specific problems their audience is actively trying to solve • The language their audience uses to describe their challenges Demographics might tell you who someone is, but they don't tell you what they care about or how to reach them. The next time you're defining your target audience, try starting with "People who are struggling with X."

After sending over a billion emails for 600+ brands… here are my 7 top tips for selecting the right audience. You can have the best email creative in the world — but if it lands in the wrong inbox, it won’t convert. Audience is everything. Here’s what we’ve learned at esbconnect after years of powering customer acquisition for brands like Tails.com | B Corp , AA Insurance and ASOS.com : 1. Target by behaviour, not just demographics Look for people who open, click, and act. Intent beats age and gender every time. 2. But… don’t always go for the obvious behaviour When Tails.com wanted to reach new pet owners, you'd assume targeting people engaging with pet brands would outperform, right? Wrong. They were being over-targeted. Instead, we found higher conversion by targeting segments engaging with health, home and subscription offers — less crowded and more curious. 3. Test broad, then narrow Start wide to understand what actually performs — then double down. Too niche too soon and you lose scale and surprise wins. 4. Layer in recency Someone who interacted with an email yesterday is more likely to convert than someone who did 3 weeks ago. Recency = relevance. 5. Don’t ignore ‘non-buyers’ Sometimes your best audience is one that’s never bought from the category — yet. Think curious, not converted. 6. Think beyond income — target by contextual wealth We’ve seen clients waste budget by targeting £100k+ earners assuming they’re affluent. But some of the wealthiest people are those on modest incomes with low outgoings — think high equity, long-term property owners with few financial ties. 7. Make it locally relevant A £1m house in London doesn’t signal the same wealth as it does in Scotland or Wales. Tailor your audience selection to geography and cost of living — precision wins. Audience strategy isn’t guesswork. It’s data, nuance, and constant testing. Want help finding your best segments? We’ve got 17 million opted-in UK profiles and years of experience to test with.

Niche audiences aren’t small; they’re specific, and specificity sells. Chasing broad audiences in digital publishing? You might as well shout into a crowded room. While generic content attracts clicks, it rarely builds loyalty or revenue. Niche audiences, however, like urban gardeners, retro gaming enthusiasts, or indie filmmakers, crave tailored expertise. By focusing on specificity, you turn casual readers into invested communities ready to engage, subscribe, and pay. A food blog targeting gluten-free vegan bakers might have a smaller audience than a general recipe site, but its readers are 3x more likely to buy recommended products. Why? ↳Distinct needs: They seek solutions that generic content can’t provide (e.g., “How to make vegan croissants without gluten”). ↳Trust: Specialised content positions you as the go-to expert (e.g., a newsletter for indie filmmakers reviewing budget 4K cameras). ↳Monetisation leverage: Advertisers and sponsors pay premiums to reach hyper-engaged audiences. Monetising Specificity: Real-world tactics ✅ Subscription models: An example is a newsletter for urban gardeners offering seasonal planting guides and exclusive seed discounts, which saw a 200% YoY subscriber increase. ✅ Affiliate marketing: Partner with brands your niche already loves (e.g., eco-friendly potting soil for organic gardeners). ✅ Sponsored content: A podcast for remote workers secured sponsorships from ergonomic chair brands and local coffee roasters. How to build a Niche-first strategy 1. Identify the niche: Uncover gaps using surveys or social listening tools. For example, a travel publisher discovered demand for “solo female travel in Southeast Asia” via Reddit forums. 2. Develop specialised content: Solve one problem exceptionally. For example, a YouTube channel for indie filmmakers creates budget lighting tutorials with under-$100 gear. 3. Engage the community: Host live Q&As or members-only forums. For example, a sustainability blog built a 5,000-member Discord group for sharing zero-waste hacks. 4. Test monetisation channels: Offer a paid webinar or niche affiliate guide before launching subscriptions. Here are the key takeaways for publishers 💡 Specialised content builds loyalty: Readers return because they can’t find your depth elsewhere. 💡 Diversified revenue follows engagement: Micro-audiences support subscriptions, affiliates, and ads. 💡 Competitive edge: Generic publishers can’t replicate your authority in a focused niche. Specificity isn’t a limitation; it’s your monetisation superpower. Is your content strategy niche-focused? Share your wins (or lessons learned) below. #DigitalPublishing #NicheMarketing #AudienceEngagement #ContentStrategy #Monetisation 

Marketers succeed when they put audiences first, not products. This shift transforms your entire strategy. Start by mapping where your audience already spends their time online. Identify specific problems they're actively trying to solve right now. Pay attention to the exact language they use to describe challenges. Try defining your audience as "people struggling with X" instead of demographics. This approach will naturally improve your content relevance and channel selection. Your messages will finally connect on a deeper level. The best campaigns don't showcase product features first. They demonstrate a deep understanding of the audience's pain points. They speak directly to the real problems they face daily. When you truly know your audience, marketing decisions become clearer. Your content resonates more authentically with the right people. This audience-first mindset is what separates good marketing from great.

If your content feels off… You're probably making this mistake: Trying to speak to everyone. → It lacks focus → It sounds generic → It attracts the wrong crowd Clarity is what grabs attention. (and keeps it) Here’s how to find your niche and make your content click ↓ 1. Identify your expertise Start with what sets you apart. Don’t define yourself by what you’re called. Define yourself by what you do best. What do people always ask you for? What problems do you solve without breaking a sweat? You don’t need to be good at everything. Just known for one thing that matters. 2. Clarify your audience You can’t serve everyone and you shouldn’t. So ask: Who gets the most value from what you do? Think about the roles, industries or personalities you genuinely enjoy working with. The people who “get it” when you speak? That’s your crowd. 3. Define the problem Great content solves real problems. So dig into what your audience is struggling with. What keeps them stuck? What do they want but can’t seem to get? What’s draining their time, money, or motivation? If you don’t know → ask Or reflect on the clients who needed you most. 4. Describe your solution Now make your value crystal clear. What result do you deliver and how? Share your method, your perspective, your process. Explain why your way works. And why it works better than other options. 5. Test and refine You don’t need a perfect niche. You need a clear starting point. Post about the real problems your audience faces. Break down how you solve them. Notice what content pulls people in. Because when you're clear on who you help and how: Your message lands. Your content connects. And the right people start showing up. P.S. Useful? Repost to help your network ♻️

Unpopular opinion… If your clients aren’t on LinkedIn, you don’t need to be here. Seriously… If you’re in B2C selling hair products... Or your audience lives entirely on Instagram or TikTok… Don’t waste time. But if your audience is on LinkedIn? This platform is a goldmine… And you’re probably overcomplicating it. I learned this the hard way…. I was posting random tips, hoping “awareness” would somehow turn into leads. It didn’t. When I stopped guessing and built a focused system around…. Who I actually wanted to reach, everything changed. Here’s exactly how I’d do it again today: Step 1: Go deeper than just “who is my audience?” Most people stop at... “I target CEOs” or “I target marketing managers.” That’s surface level. You need to map the person, not the title. Ask: Who exactly are they? → Not just job title = industry, role, seniority, mindset. What’s their day actually like? → What meetings fill their calendar? → Who pressures them? → What decisions stress them? What’s the #1 problem that keeps them stuck? → Not a vague “they want more revenue.” → What’s the specific pain? What have they already tried that failed? → Knowing their failed attempts helps you position yourself as different. What do they secretly want? → Not just business wins. → Do they want to look good to their boss? → Do they want to save time? → Finally hit that promotion? Where do they spend attention? → Are they scrolling industry news? → Following niche creators? → Lurking in comment sections? Step 2: Build a precise list like a sniper… Once you know them deeply, translate it into exact filters on Sales Navigator. Here’s how… Industry: → Narrow to the specific verticals where your solution really hits hardest Company size: → Don’t target “everyone.” → Choose the size where you know you can deliver the most value. Seniority: → Are you talking to the decision maker? → Or the influencer who introduces you to the decision maker? Geography: → Remove markets you can’t or don’t want to serve. Step 3: Create content like a mirror… Most people post about themselves. You post about your audience’s reality. Write about: → The exact problems you uncovered in step 1 (make them feel seen) → The dream outcomes they secretly want → The mistakes you see people like them making → The lessons you’ve learned helping people in their shoes → The shifts in thinking they need to go from stuck → solved And show proof… Screenshots, mini case studies, behind-the-scenes of how you solve problems. Your content shouldn’t sound like marketing. It should feel like someone just opened your journal. Most overcomplicate LinkedIn... But when you strip it down, it’s simple… → Know them better than anyone else. → Talk about their world, not yours. → Show up daily in small, deliberate ways. → Build trust before you ever ask for anything. That’s it. P.S. Step 4-6 in pinned comments :)

Ever used “Personas” to define your target audience? Take a look at this demographic profile: – Male – 50+ – Married – Has children – Lives in a luxury home – Wealthy & famous – Runs global brands / partnerships – Constant media attention On paper, this persona perfectly describes both Elon Musk and David Beckham. But would you use the same marketing strategy to sell to the CEO-visionary of Tesla/SpaceX and the world’s most polished athlete-brand icon? Probably not. One is powered by contrarian futurism and “break the rules” energy. The other is built on taste, tradition, and mass-market trust. → This is why demographics alone are a trap. Instead of just looking at age and income, base your target audience on:    - Psychographics  - Pain Points  - Aspiration  - Buying Triggers Stop marketing to a “spreadsheet.” Start marketing to a human.

Speaking to everyone is speaking to no one. Use this guide to find your target audience: Most creators talk broadly to try and serve everyone. The result? They end up resonating with no one. Here’s a 5-step process to define your ICP: 1. Who Are They? (Demographics & Job Titles) You need to know who you’re talking to. Ask yourself: • What industry are they in? • What’s their job title? • What company size do they work at? • Where are they located? 2. What Are Their Biggest Pain Points? Your content should solve their biggest problems. Ask yourself: • What challenges do they face daily? • What’s holding them back from success? • What mistakes are they making? 3. What Do They Want to Achieve? People follow those who help them get results. Ask yourself: • What is their ultimate goal? • What are they willing to pay for? • What does success look like to them? 4. Where Do They Spend Their Time? To reach them, you need to know where they are. Ask yourself: • Which industry leaders do they follow? • What topics do they engage with? 5. What Are Their Buying Behaviors? Understand how they make purchase decisions. Ask yourself: • Do they have a budget for your service? • Have they worked with competitors before? • What kind of offers appeal to them? Most people struggle to grow because they’re speaking to everyone. Speak to your ICP and your content becomes impactful.

Are you reaching the right audience? You can have the most brilliant message, the most eye-catching visuals, and the most optimized media plan, but if it's landing on the wrong audience, it won't convert. Audience. Creative. Channel. The trifecta of every marketing campaign. But if you ask me what matters most, audience, every time. As we head into Q4, many marketers are being asked to drive more and deliver more, often without additional budget or even a reduced budget. If this is the case for you, or if you find your campaigns are not delivering what you need, it's often tempting to jump straight to a new message and new creative. But before you do that, you need to ask yourself: Are you reaching the right audience? We have all seen it: 💠 A B2B Saas message shown to a consumer 💠 A dog food ad served to a cat owner 💠 A home for sale advertised to someone looking for an apartment All great creatives. All strong messages. Wrong audience. No Results. Don't let yourself be tempted by the cheap CPM trap. If the audience isn't aligned with your goals and target, you're not saving money; you're wasting it. It's often a fine balance between the board audience and the right audience. If you are working with partners that offer broad or mixed audiences, ask the hard questions: ✅ How do they segment their audiences ✅ What percent of their audience is truly your target ✅ How fresh is their data? Recency matters! ✅ Will they provide post-campaign reporting to understand how much of your target saw your ad? This is where precision matters. The best campaigns start with clarity on who they're trying to reach. Everything else, including creative, channel, message, and conversions, flows from that. As marketers, we know the power of great storytelling. But the story only works if it's told to the right audience. Want to finish the year strong? Start with your audience.

The one thing every brand wants to nail? Who their audience actually is. But here’s the funny thing—most brands aren’t even talking to their real audience. Instead, they’re speaking to their aspirational audience—the customer they wish was buying their product. Meanwhile, their actual audience? Ghosted. Ignored. Most social listening tools will tell you the basics—age, location, job title, maybe even if they consider themselves an "artist" or "entrepreneur." They won’t tell you: ➝ What brands they swear by and recommend to friends ➝ What cultural moments shape their opinions ➝ What problems they’re actively trying to solve so how do you find them—without an overpriced dashboard? .. follow the digital breadcrumbs. ✨Find Their Communities, Not Just Their Demographics✨ Your audience isn’t just a broad age group or interest category—they’re part of niche digital communities where they share opinions, frustrations, and unfiltered thoughts. ➝ Are they Millennial Moms in Facebook groups debating organic vs. sugar-packed toddler snacks? ➝ Are they Dad Gamers fighting in Reddit threads about whether PC gaming is still elite? ➝ Are they Side Hustlers doom-scrolling finance threads on X and wondering why they aren’t millionaires yet? If you’re not in their real spaces, you’re just screaming into the void and hoping for an echo. ✨Follow the Digital Breadcrumbs—But Go Deeper✨ Your audience is already telling you who they are—just not in a way that a fancy tool can pick up. ➝ Track what they’re saving, not just liking – Liking is cute, but saving means intent. It’s what they plan to buy, try, or act on later. ➝ See what’s organically popping in their circles – Not your brand’s content. What’s resonating in their favorite communities, even from smaller creators? ➝ Find patterns in their complaints – Search “I wish [industry] would…” or “I hate when [brand] does…” on Twitter, Reddit, and TikTok. It’s a goldmine of unfiltered feedback. ➝ Watch how they self-identify – Do they call themselves “frugal moms,” “skincare junkies,” “hustle culture survivors”? Your brand messaging should match how they see themselves. ➝ Pay attention to how they react to industry drama – A competitor just made a controversial move? A trend took an unexpected turn? Their reactions reveal what they actually care about. Yes, This Sounds Like a Lot—But Try This Instead Next time you’re brainstorming content, try this Aspirational Audience vs. Actual Audience Exercise: 1️⃣ . Write down who you think your audience is. 2️⃣ Now, look at your actual audience. Who’s clicking? Who’s buying? Who’s tagging you in posts? Do they match? 3️⃣ If there’s a disconnect, congrats—you’ve been marketing to an audience that doesn’t exist for you. Time to pivot. Because at the end of the day, you don’t need a $10K tool to understand your audience. You just need actually to listen to the people who are already talking.