Affiliate Marketing Demographic Research Guide (Identify Your Audience)

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One of the first steps in creating a successful affiliate marketing campaign is understanding your audience. Without targeting the right people, you will ultimately be wasting time or money in your endeavors. In this article I am going to break down how to identify the correct demographic to market to as an affiliate.

To identify the right demographic information for your audience as an affiliate marketer, you can run an ads campaign to gather data. You can also do this for free through the use of content marketing paired with Google Analytics, although it will take some time for your content to generate traffic. Once you have had a decent volume of visitors or conversions, you can look through the data to see the age, gender, location, etc. of the prospects that converted the most and for the lowest cost. You can then use the data you have mined to lower the cost and increase the effectiveness of your promotions. For example, you can narrow your targeting with pay per click advertising to avoid spending money on people that are not a good fit for your offer.

Why You Need To Know Demographics

You don’t want to spend money showing your ads to the wrong people who ultimately will not buy the product you are trying to promote. Knowing your prospects is key to success as an affiliate. When you have a detailed understanding of who they are, it is easier to filter out people who are not a good fit and speak directly to those who are. You do not want to attract people that won’t end up buying or will immediately refund/chargeback their purchases because they didn’t like the offer.


Creating A Customer Avatar

One of the easiest ways to get a rough estimate of who your target audience is without spending money to test the waters is to build out a customer avatar. A customer avatar is a detailed persona of who your customers actually are. Because you are an affiliate, these are going to be buyers for the offer you are promoting.

Customer Avatar

Putting Yourself In Their Shoes

You need to identify specifically who the product you are promoting is a good fit for. What challenges or obstacles do the people face who would buy something like this specifically to solve…? It is crucial that you understand their pain points and struggles.

For example, if I was selling a walking desk, I would be targeting people that most likely own a treadmill. Most likely, this is something they recently purchased to exercise while they work. They did not realize that their current desk setup had a height discrepancy. 

Because of this, they had to bend over to type which hurt their back while they got work done for an extended period of time. Furthermore, they are looking down at their monitors which also adds strain to their neck. They bought a treadmill to solve one problem, only for two more to emerge. They are feeling frustrated and are aching. 

A walking desk would eliminate these issues for them. First of all, it would solve the height difference for both the keyboard, mouse, and monitor. As a result, they would not be straining their necks or backs. When you put yourself in a potential customer’s shoes like this, it becomes very easy to then identify where they are both online and in their buyer journey.

Putting Yourself In Customer Shoes

The demographic for these buyers is pretty broad in terms of age and gender. They are probably around 25 to 35 years old, and will probably be female. Why, you ask? A quick search for portable treadmills that fit under desks on Amazon showcases that all the people in the product pictures are women. 

While there can be underlyers, you should always go with the majority to have the best result with your marketing. It is important to remember that you cannot be everything for everyone, and that affiliate marketing is a business. Highly targeted marketing will perform better and cost you less as well.

Finding Where They Congregate

Most of the time, your prospects will self-identify themselves very openly online. The key to successful affiliate promotions is understanding where these people congregate online, and then capturing them in these places. This is easily done with pay per click advertising and paid traffic in general.

Going back to our example, these people would most likely be searching Google and Amazon for phrases like “standing desk” or “walking desk”. They are clearly identifying what they are interested in purchasing based on their searches. You can run a paid advertisement here to easily capture them and send them to where you want to go.

Audience Congregating

Gathering Real Data

Besides just brainstorming and attempting to go through the buyer journey yourself, you can also use paid ads to gather real world data quickly. You can create a landing page with a lead magnet related to your offer, and run paid traffic to it to see what demographic is resulting in cheaper conversions. You can even take this a step further and have a low ticket offer after they opt-in. You can then see who is buying more.

Sometimes cheaper lead opt-ins does not mean these same people would be more likely to buy. You will want to test both to find an average between the cheapest demographic that is opting in, that is also buying the most. That is the secret to finding the best group of people for your affiliate promotions, especially if you are running with paid traffic.

Gathering Data

The Content Method

There are many people who do not have money to spend on paid traffic, or simply prefer to run with free traffic instead. Luckily, there are still many ways to gather demographic information without having to spend a dime. One of the best ways to do this is by publishing content.

You can use analytics tools to determine who specifically is interacting and engaging with your content. While creating content does take time, it doesn’t require a monetary investment like paid traffic does. You can bootstrap your way to an effective affiliate campaign from scratch. The content you create will also start to capture an audience for you to promote to later on as well.



Publishing content on your own website is one of the easiest ways to begin to capture data and get some traffic as well. You can write a blog post relating to the product you are promoting, and can siphon traffic from search engines to your website. 

If you don’t believe blogging is powerful, or are in one of the camps who believe that blogging is dead, then ask yourself why you are reading this article right now. Having your own website gives you a tremendous advantage in that you can create content focused around a specific keyword people are searching for and can then see who the majority is that shows up. When people have a problem or a question, they most often go to Google. This is a perfect setup for gathering accurate information on who your demographic is. 


You can then use Google Analytics to see who your visitors are. It is important to note you will need to set up privacy policy and terms of use pages on your website, as well as ensure you are GDPR compliant to maintain the best legal practices. 


Another great option for gathering days on your audience is YouTube. The fact remains that videos engage people far more than text or images. YouTube is the world’s second largest search engine, right after Google.

One of the major advantages to YouTube is that you can often rank faster opposed to blogging. The reason for this is that Google owns YouTube, and because you are publishing content on their platform they are immediately aware it exists. With having a website/blog, Google has to crawl and find all of your content before it can be indexed and ranked in the search results. 


Despite this, I know that there are many people who are intimidated of being on camera. Not everyone is cut out to put their face out there, and I totally understand that. In that case, blogging may be a better option for you.

Social Media

Social media is always an option as well. You can join Facebook groups and see who the most active members are. This is a quick way that doesn’t require as much time investment to gauge who is interested in products in your niche. Keep in mind that buyers may be different than these people however, and that you may miss the mark by trying to find demographic information this way.

Social Media


The only way to know for certain who the best people to target are, is to gather analytics and data by working with real traffic. Buyers will behave in certain patterns on their journey, and you can capitalize on this by capturing them when they are searching the web. You can then analyze the data and see who exactly these people are. From there, you can quickly identify where they congregate or how to target them online. By thinking ahead, brainstorming, gathering data, and being strategic, you separate yourself from most amateur affiliates and will see great results with your campaigns.


Want To Get Started With Affiliate Marketing?

Be sure to check out my free affiliate marketing course with a $300 case study included. In this course I sit down with a complete beginner and get him to his first $300 in affiliate commissions on camera. This is a great free resource to help you get started in the right direction.

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