Affiliation: the benefits of knowing your marketing persona

https://www.casaneo.io/fr/affiliation-marketing/LeThe concept of persona marketing is widespread in marketing. Popularized by the American developer Alan Cooper in 1999, it enables us to learn more about its target to meet its exact expectations.

Since its creation, this tool has been used by a number of companies for a variety of projects.Affiliation is one of them.

Why should you? And how to create a interesting and usable marketing persona ? We tell you everything.

Defining a marketing persona

As mentioned above, the concept of persona marketing is closely linked to the development of information technology. In fact, its inventor worked on software design that took the end-user into account. The aim was to put yourself in your target’s shoes to find out what they really want, so you can identify their desires and obstacles.

Obviously, this concept was quickly exported to marketing campaigns, which also requireknow more about the people you want to target. Surtout depuis qu’il est possible de créer des personalized campaigns involving the implementation of precise scenarios.

As you’re no doubt aware, in the early days, affiliation was limited to the use of promotional banners. Over time, this marketing lever has been modernized, offering new ways of reaching out directly to prospects and customers.

It has therefore become important to look at both the conversion tunnel and the marketing persona. La raison : bien que l’affiliation soit une performance marketing solution, targeting the right person with the right message is key to improving campaign ROI.

A marketing persona = a target to define

After theory, let’s turn to practice.

The more you work on your marketing personas, the more keys you’ll have to create high-performance affiliate campaigns. A marketing persona is actually a person we call

(You can use existing people as a basis if you wish). But that’s not all, because the form must include :

• Information related to gender, age, socio-professional category or geographic location ;
• The wants and needs of your persona in order to determine how your message might interest them;
• From scenarios involving this persona. Par exemple : usage des réseaux sociaux, découverte de votre produit par le biais d’un influenceur, utilisation de bons d’achat, lecture de guide shopping…

Of course, there’s no point in creating a marketing persona on a piece of paper that you won’t use again. The point is to think precisely about how to interest your target and encourage them to take the desired action (go to your site, buy your product, leave their contact details…). Each scenario created for each marketing persona will need to be tested and optimized according to the feedback observed.

Good to know: to create your marketing personas, you can use your first-party data (current customers, friends and family…) or second- or third-party data (provided they are qualified).

Persona marketing and a/B Testing

Now that you’ve created your marketing personas, it’s time to start experimenting.

To do this, we recommend using the method ofA/B Testing method, which allows you to confirm or refute your initial hypothesis. Let’s imagine, for example, that you want to use social networks to improve your site’s visibility

. Dans ce cas, vous pouvez émettre l’hypothèse que votre persona marketing utilisera Facebook, Instagram or LinkedIn. Vous pouvez aussi vous demander si votre cible préfère le textual content, images, podcasts and/or videos. Second example: you want to boost your sales

. Dans ce cas, contrairement au premier exemple qui se trouve plutôt en haut du tunnel de conversion, nous sommes ici en milieu voire bas de tunnel. Interrogez-vous donc sur le your marketing persona’s buying path. Où va-t-il chercher les informations sur les produits qui l’intéressent ? Apprécie-t-il les shopping guides ? Is he a fan of cashback or couponing ? Is it imperative for him to have a promotion to buy a product ?

Thanks to A/B testing and the possibility of obtaining extensive data on your campaigns, it’s easy to refine your messages and scenarios over time to achieve a better ROI.

Ask a specialist to help you create your marketing personas

As you can see, creating a marketing persona requires a great deal of and a great deal of insight into your business and your products. When it comes to the testing phase, you’ll need to use the right KPIs and regularly review your campaigns. To help you, at Casaneowe have chosen to offer our customers a dedicated interface with detailed detailed statistics

. Si besoin est, vous pouvez aussi profiter de l’accompagnement d’un dedicated account manager to help you set up effective affiliate programs or optimize existing ones.

Affiliation Marketing at your fingertips

THE KEYS TO MAKING THE MOST OF THIS BOOMING LEVER Download the guide!