Affiliate marketing has become a business niche itself. And a popular one at that. Why is this the case? Because many people want to be e-commerce entrepreneurs but do not want to produce a product or a service to sell. Instead, they can sell other people’s products or services and collect commissions with little-to-no investment.
Just how large is this economic sector? Here are a few stats:
- Today, the sector is worth $12+ billion
- It is expected to grow by about 10% annually through 2022
- 81% of online brands use affiliate marketing
- The most popular consumer products are fashion, sports and outdoor equipment/supplies, and health and wellness.
- A 1% conversion rate is considered good
One of the challenges for affiliate marketers is the tough competition in this sector. Now, so many people are involved in affiliate marketing that it will take doing something unique to “rise to the top.”
That something unique will be content – content that grabs attention engages the target audience, and drives them to make purchases.
Why is Copywriting So Important?
You may not be marketing your own products, but you do understand that no money is made until someone buys something. And, of course, as an affiliate marketer, you also understand that many others are selling the same products or services. Your job is to persuade consumers to buy from you. You do that by having marketing content that piques interest and curiosity, creates an emotional need, and then triggers a conversion.
Great copywriting will boost your SEO. When consumers conduct searches via Google, you want your page for that product to rank well. The right copy will do that for you.
Great copy provides a great user experience. Consumers will get valuable information and enjoy the process of getting it. That enjoyment comes from a piece that educates, perhaps entertains, and inspires.
In short, a unique and compelling copy brings you to the surface of the oceans of content out there. Here are five tips that can do just that. These are a good start, although there are plenty of other strategies you can eventually incorporate.
1. Grab Attention with Compelling Headlines
Whether it is a product page, a blog article, or a social media post, your headline is the first thing a consumer sees. If it does not immediately engage, you are “dead in the water.” Journalists know this, and that is why they spend as much time on their headlines as they do the article that follows.
Even academic writers understand this. We recommend you read some examples of headlines that are attention-grabbing. Besides, you can use some tools to analyze your headlines for such elements as emotional appeal. Co-Schedule has an excellent headline analyzer, although there are others too.
2. Keywords are Critical
Do not write any copy until you have identified the keywords to be used for each product or service you market. And here’s the thing about keywords. They are continually evolving as searchers provide longer and more detailed search terms. Your task is to research the most popular search terms and get them into your content, especially your meta-descriptions for your pages and a few times throughout your copy.
There are a lot of free keyword search tools, as well as some that are fee-based. And this is not a one-time task. The most popular keywords do evolve, and you will have to stay on top of these changes and manage those keywords well.
3. Language Style and Tone Must Be Impactful
What does this mean? It means you must write for your target audience. If your marketing is all within the same niche of product or services, then you have a single target audience to create copy for. If you are marketing in several and unrelated niches, you will face the task of creating copy for each of those audiences.
You will need to research those audiences, their demographics, values, and needs for which your products/services provide a solution. You will need to know where they hang out online and “catch” them there.
Your language style and tone must be a “match” for each audience. What language would you use for selling games to a 20-year-old? High-end jewelry to an older Millennial or Baby Boomer? Energy protein products to athletes? For each audience, write the copy that will resonate with it in terms of vocabulary, phraseology, and such. For example, you can be a bit irreverent and “snarky” with a young person, but not with a senior citizen or a wealthy sophisticate looking at Cartier jewelry.
For this reason, you will need to develop and design separate pages for each product or service, or product or service group that you are marketing.
You may not know your potential customers by name, but you do know them as specific groups. When you can establish a personal “connection” with them through your copy, you have established a relationship.
How do you do this? You present a copy that resonates with them on an emotional level. That might be using current customers as “brand ambassadors” – people to whom they can relate on an emotional level. It might be creating a copy that shows your understanding of their values and needs. Consider a couple of examples:
- Millennials and Gen Zer’s are focused on doing business with brands that value diversity and social responsibility. How does a brand you represent meet those “demands?”
- Most humans have a desire to “do good” in some way. Maybe a brand you represent is heavily involved in charitable activities or has a “giving” program. Brands like Toms Shoes and Headbands of Hope have a one-for-one giving program. Focus on these things in your content.
Solve Your Customers’ Problems
Consumers search for products or services because they have a problem to solve. Sometimes this is called a “pain point.” If you know your audience, you also know what these problems are.
Let’s take a simple example. One of your AM products/services is a meal delivery service. Who is that audience, and what is its problem? Chances are that the audience consists of busy career professionals who don’t have or want to take the time to prepare a dinner meal every night. And yet, going out for dinner is not an option – they are tired after a day’s work, and they have children at home who have homework or other activity responsibilities. These consumers want to know that they can quickly prepare a healthy meal for their families and feel good about that. This is the basis for your copywriting to market this product/service.
To repeat, as an affiliate marketer, you don’t make any money until something is sold. And, given the growth in this sector of the economy, you have plenty of competition. What will set you apart from the crowd is the copy you create. Use these five tips, and the chances of your copy “rising to the top” will be much greater.