Working in the iGaming affiliate industry, there’s a bittersweet pill of truth you have to swallow: if you want to be successful and generate great conversions, all your efforts must be aligned to the liking of your audience; your end result and your revenue rates will depend on whether or not you have succeeded at this quest. 

As a newbie iGaming affiliate, you have an exciting challenge ahead of you. You have to work from scratch to build your reputation and establish yourself as an expert on the topic. This is how you’ll manage to build credibility and ensure your recommendation is honest, benevolent, and valuable. 

Many affiliate professionals neglect the importance of truly knowing their audience and using these insights to indulge them through content, special offers, and personalized deals. They base their business strategy on assumptions about their target groups or even worse – they mix their own interests with their audiences’.

But that’s just the tip of the iceberg when it comes to the reasons why audience-centric approach matters in the affiliate world. Let’s take a closer look.

1. Without an Audience, You Don’t Have a (Profitable) Business

You remember the old mind-boggling question: If the tree falls in the woods but there is no one there to witness it, did it make a sound?

I don’t mean to get too philosophical, but this applies to your affiliate business, too.

If you invest your time and effort in creating high quality content and designing amazing experiences that are likely to trigger conversions, does it really matter it if there’s no one to consume that content and get intrigued by it? A common mistake affiliates make is that they get carried away with the “get rich fast” hype and they skip a few crucial steps hoping they will spontaneously fall into place along the way.    

In order to earn revenue, you first have to work on

Affiliates who don’t have an engaged audience often fall into a trap of buying media every time they want to promote a certain offer. Needless to say, this doesn’t pay off and it beats the purpose of having an affiliate website in the first place.

Your audience is the key to your success, so make sure to replace your “instant-result-craving” mindset with the more comprehensive, strategic approach that will ensure steady margins in the long run.

2. Knowing Who You Are Trying to Reach Helps You Align All Your Efforts Right

Even though building up a respectable following seems like a pretty straightforward idea, there’s more to it than just pumping up social follower numbers and pageviews on your site. Instead of building A audience, your efforts should be focused on building THE audience.

You don’t want to have a group of people who just click on links and like your posts. No. The goal here is to develop an audience that’s actually interested in what you have to share, and it’s willing to act on your offer and buy what you’re selling.

Naturally, this requires a lot more work. 

The only way you can build engaged audiences is by understanding people’s pain points, interests, and providing them with the material that they’re searching for online.

Having a deeper understanding of the exact type of people who possess a high probability of buying what you’re selling will make it a lot easier for you to come up with cost-effective solutions on how to scale your affiliate marketing efforts and generate more quality players for your partner brand without spending a small fortune in the process. 

Before you spend a single dollar on promotion, be sure to first clearly define the benefits of the product and service you’re promoting, and then define the person that will want to buy what you have to offer. 

Understanding the specific needs of consumers is crucial to your success. A disconnect in communication between the brand and people can do a lot of harm to your business. It doesn’t really matter how good or engaging your offers might seem on their own: if you don’t do a good enough job of presenting them to your audience the right way, you won’t last very long in this insanely competitive game.  

The good thing is that in this day and age, you can easily learn a lot about your audience if you just listen. Understanding who your users are, what they like, what they dislike, where do they hang out online, where they educate themselves, which brands they trust, which brands they hate – can be incredibly useful. You can find  answers to all of these questions if you just participate in your community, chat with your relevant prospects online, and read about the latest trends in your industry.

3. Identify an Under-Served Market 

One of the biggest benefits to building up a tighter, more personal relationship with the people in a specific niche, comes down to identifying new, lucrative opportunities that you can easily pursue.

Let’s look at YouTube for an example. Even though it’s hard to imagine YouTube being anything else than a massively-successful video streaming service, but back in the day when the company was first founded, YouTube was envisioned as kind of a video-based dating service. The idea was to provide users with a platform where they could upload short videos describing their ideal partner, and browse for potential matches. 

Crazy, right?

The company even had a strange slogan: “Tune in, hook up”. After seeing the potential their platform has, and that people are more interested in using their product for a lot more than just dating, the company decided to pivot and go in a completely different direction, which we all know now worked great for them. 

YouTube is just the tip of the iceberg. There are many other brands like Slack, Yelp, and Groupon that listened to their audience and changed their business in order to serve a lucrative, untapped market. 

Even though these examples might look a bit extreme, the truth is: any business, of any size, can identify and under-served market, if they just listen to what people are saying. Rather than trying to follow what everyone else is doing and go head to head with much bigger players on their home court, you can adopt an alternative approach to business and focus on smaller, unreached parts of your market that allow you to carve out your offers in a unique and exciting way that will get people talking. 

Over to You

Thank you for taking the time to read this article in its entirety. We hope it helped you understand why affiliate marketers should care about their audience and invest in building steady and loyal following across the Web. In order to stay relevant in the game, affiliates should keep things simple and that their efforts directly align with their consumers. From the beginning stage of the funnel to its very last, you should make sure that all of your efforts are consumer-centric and in perfect with your targeted groups needs and desires.