I love marketing. Developing and implementing a business marketing strategy is one aspect to business ownership that I thoroughly enjoy. It allows my creative side to come alive. To me, the creative aspect to marketing is like a blank canvas where I get to create whatever I want.  I think of marketing like baking a cake… it requires a recipe of many ingredients that all come together synergistically in order to create one delicious item.  If one aspect (ingredient) of your recipe is off, or doesn’t “mesh” well with the other components, the success of your business will be off. 

I was very involved in the marketing of my first business. I handled the majority of my marketing efforts and what I didn’t handle I hired other professionals to help.  I am of the opinion that marketing in any business is a massive component to your success.  I believe successfully marketing your business, whether online or offline, is what separates a successful business from a mediocre one.  Your marketing represents you and your product to your audience.  Your marketing is what determines the audience’s perception of not only you, but your business.  The better you become at marketing, the more you start paying attention to details that may otherwise be perceived as insignificant. Big components matter to your marketing as well as the little pieces, too.  A good marketer takes into account everything.

By no means am I a marketing expert. I have quite a bit of experience marketing but I’m no expert. There are a tremendous amount of books on the topic, and many experts develop entire businesses around helping others with their marketing strategy and implementation, so I won’t presume to act as though this one blog post will be all you need for your marketing knowledge. I’m simply hoping to skim the surface of a few basic concepts.

Marketing is how you present your product to the world (i.e. your customers).  In other words, it’s how you present yourself, your brand, or your product, in order to attract your ideal customer.  Marketing comes in the form of content you produce as well as the theme and tone how you present yourself or your product. I do believe some marketing aspects are quite obvious.  For example, I think we all can agree it may not make the most sense to have guns or knives as your logo of a child daycare facility. I’m sure we can all agree that would not only be awkward but highly inappropriate. (I know that example is a bit of a stretch, but you get my point).  However, there are some things that are not so obvious that are worth pointing out as you brainstorm your marketing plan. 


Depending on the type of business you have, online or offline, you will be marketing your business, whether intentionally or unintentionally. For the sake of this post, I’m going to focus on the very basics of marketing for your online affiliate marketing business.

As it relates to your online business, marketing includes everything from the design, or theme, of your blog, to your color scheme, and even what name or tagline you use in your social media. Marketing also includes the content in your social media videos and how you present yourself.  Marketing can be written, visual, or verbal (i.e. it’s both spoken and unspoken). It’s anything that represents you or your brand.  It shapes the message you want your customer to know about your product/business.  This is how your clients perceive you and subconsciously, they are making the decision whether or not they want to 1.) engage with you further, or ideally  2.) do business with you.  

Early in your business brainstorming, you’ll be determining your marketing strategy.  There will be some part of this strategic planning that you’ll be deciding upon without realizing it’s apart of your marketing. This is where the marketing discussion becomes important: it’s important to realize certain aspects play into your marketing. 

Here are a few things to think about as you’re planning your business strategy and marketing:

Consistency in terms of your business marketing comes not only in the form of your message, but the look and feel of your brand or logo, as well as the name you choose for your social handles and your website domain. 

Consistency reinforces repetition, and people tend to pursue businesses that they recognize. 

This is where a lot of people may get confused and lost along the way, leading their audience or potential customers to become confused as well.  While the delivery of your message can (and should) change, the purpose and meaning of your message never changes. In other words, as you brainstorm the reasons why you’re wanting to develop this business (i.e. your “why”) you will always revert back to this in the meaning behind your message. If you’re unclear or unsure of your message, then your audience will be, too.  As it relates to affiliate marketing, are you planning to assist your audience in their affiliate marketing journey, or are you simply talking about affiliate marketing because it’s an interesting topic? Consistency in your message is critical. 

And it’s okay to repeat yourself.  Don’t assume that every single person remembers ever single thing you say (or write), therefore; it only makes sense to repeat yourself many times when it comes to your the main purpose of your business.

How many fast food chains have red in their logo? How many restaurants have red decor? As you’re thinking about the answer to this, you’ll start to realize that answer is a large number, or the majority of fast food chains and restaurants are associated with the color red because it is known to invoke thoughts or feelings of hunger. This isn’t by accident, it’s all very intentional. 

Colors and color schemes play a large role in your marketing.  For example, does your website theme and color scheme represent the feel you want to elicit from your audience?  Are the colors soft and calming, or are they vibrant and exciting?  Does your color scheme tend to attract a certain gender, or is it gender neutral? Do you carry over the color scheme from your website to your social media channels?  Are there aspects of your website design that are repeated throughout, or maybe are these aspects carried over in some form to your social media channels? 

For example, take my Lauren Millman Online logo.  The colors and the logo design is meant to be fun, vibrant, and artistic. Blues and greens are calming colors, and the pop of hot pink brings out my inner “spunk,” my artistic fun side.  I aim to use the same font in my graphics repeatedly throughout the site when I can.  I’m looking to attract into my world a very specific person into my world, and one component of that ideal audience resonates with the fun, artistic, and vibrant nature of my design. You’ll notice my color and logos are “cross-pollinated” throughout my website, my social channels, and in my email design. This was all very intentional. I’m a firm believer that your colors, theme, and branding should all reflect not only your personality, but your message and purpose.

I am aware that many people don’t share my opinion when it comes to branding via your domain name and social media handles.  I’m a fan of obtaining the same names across your social channels as you do for your domain name, if at all possible. Yes, I am aware that this isn’t always possible, sometimes there are factors our of our control that prevent this. However, as you’re brainstorming your domain and social media handles, I would encourage you to take the time to consider the full picture of how all your tools are linked before creating them. For example, when I was setting up my online business, I narrowed it down to two choices: Profit Gumptionista, and Lauren Millman Online (for the sake of this post, I won’t go into what a Gumptionista is, I don’t think you’re ready for that quite yet).  As I was mapping out my “online world,” I went through every social media channel as well as a domain search to determine what domain I could purchase that would mimic each of my social channels. I ended up choosing Lauren Millman Online, namely because my marketing plan revolves around my name and my message is centered around my affiliate marketing journey. This also leaves wiggle room for change, as it doesn’t narrow down my online business too specifically, should I find the need to tweak my direction in the future.

Another reason I decided against Profit Gumptionista is because my strategy currently is centered around my journey to making money, and currently I have not received a profit yet in this business. Although that’s where I’m undeniably heading, to use the term Profit Gumtionista from Day One seemed a little incongruent with me, especially in the beginning, before the profits roll in. 

Some people choose to go with their name as their domain and social handles, while others use a catch saying or phrase as their domain.  Most anyone you ask will likely give you a different opinion why one option is better than the other. I don’t think there’s a right or wrong answer here, just more of a preference. As mentioned before, I had the opportunity to choose between a label I had given myself or using my name. In the end, I thought it made more sense to go with my name, but I could have made Profit Gumptionista work if I had to. I reserve the right to use it later down the line, perhaps as a new business idea emerges, should my direction change course.

Regardless if you choose your name or a saying for your domain and social handles, it’s important to be crystal clear in the purpose. Me personally, if I’m not clear from the website domain or the social handle what the business purpose is, I’m not usually sticking around too long to find out. 

Lastly, whatever you choose, is it easy to remember? Will it be easily recognizable when your audience sees it for a second, third, or fourth time?  If someone sees your content first on TIkTok, then later on YouTube, will they recognize it as being from the same creator (you)? This was another reason why I chose my name as my business: I tend to remember people’s names more than I do a catchy saying.  

Just a word of caution about your domain and social media handles: before you make any decision, make sure your domain name and social media handles are available before you start purchasing or setting up your accounts or website. 

Sometimes the tone of your content is a serious one, and sometimes it’s not. Sometimes the tone of your entire business is serious, or maybe the opposite. Or, you may have a little of both: serious at times, and lighter at other times. This is fine; however, I would recommend being very clear and specific about this with your content.  On social media, for example, there’s a time and a place for a discussion about a serious topic, just like there’s a time and a place for producing a more fun, whimsical post. You don’t have to be all one way or the other, just as long as your tone matches your message. If you’re discussing a very serious matter, please don’t jump around and show me your dance moves.  If your tone doesn’t match your message, this could be confusing to your audience. A confused audience doesn’t stick around too long.

Let me give you an example of something that, in my opinion, is a very confusing tone fail. I live in metro Atlanta and along a major highway that runs north of the city, there’s a billboard that absolutely drives me bonkers. This billboard pictures an attorney that specializes in motor vehicle accident cases. The billboard shows a picture of a car accident in the background and in the forefront stands the attorney, arms crossed, with a huge smile on his face. This billboard advertisement bothers me every time I drive by it. Let me explain: If you were involved in a motor vehicle accident, a bad one at that (as depicted by the billboard), I doubt you’re smiling about it.  In fact, I may venture to say it may be one of the worst days of your life, especially if you or someone you know were injured as a result (as depicted by the billboard background).  All I can think about when I see this billboard is, “why is this guy smiling at a very unhappy situation?”  I want to say to the attorney, “Seriously? Why are you smiling? This isn’t funny.”  Here’s the attorney, all smiles, standing in front of this accident. 

To me, this advertisement represents two very contrasting emotions, and therefore it’s confusing. I am confident he wouldn’t be laughing if I called him and spoke to him on the phone about my car accident, but from his billboard, he’s smiling at me now. I know this example is a stretch, but this is one example of what I perceive as poor advertising, and therefore poor marketing. If your message doesn’t match your tone, you confuse your audience, and a confused audience is an annoyed audience. 

Once you decide upon your content and how you’re going to get your message to your audience, it’s important to make sure your message is crystal clear. Does your audience know what the purpose of your content is? If they engage with you, do they know what they are receiving on your email list? Do they know what to expect if they follow you on your social media channels?  Remember what I mentioned before: the delivery of your message changes, but the message never does. Your audience should remain clear what they will be receiving from you.

I developed an entire video training series for my chiropractic coaching program where I explain in detail that every patient is not for every chiropractor.  While I won’t bore you with those course details, I make the argument that conversely, every doctor is not for every patient. Whether it be personality differences, personal clinical preference, chiropractic technique method, not every doctor is for every patient.  And that’s a good thing too, because every doctor couldn’t physically see everyone in their community.  How does this relate to affiliate marketing and your online business? The exact same: every single person that comes across your content is not your ideal customer.  Therefore, instead of focusing on trying to attract every person that crosses your path into your world, focus on attracting your ideal client into your world. These are the people that will resonate with your message and can relate to your story the most. These are the ones that will flourish with your guidance and gain the most from your message.

Not every person will like what you have to say or how you say it. I am fully aware there are many that don’t resonate with my message or the delivery of my message, and that’s perfectly okay! I aim to attract those into my world who resonate with me and my message and who can benefit from what I have to offer. I focus my energy on those people because these are my ideal audience.  I worry very little about the ones who aren’t interested. I recommend being okay with not being liked by everyone.  Knowing who you are and being confident in your unique message is what will serve your audience… that very unique audience that wants to hear what you have to say.


I know these details might seem like a lot to take in, and I agree with you: they are. Marketing may not come second nature to most people. As with anything, sometimes it just takes a change in perspective to view things in a different light. 

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26 thoughts on “Marketing for Affiliate Marketing”

  1. Yes! I actually do feel calmer when I look at your logo. That’s why!!! I’ve said from day 1, I love your logo and now I know why!
    I think I over think and over complicate everything. This blog post has taught me to take a little minute and make sure my message is clear.
    Thank you so much Lauren, this is definitely one to save and look back at when I get overwhelmed again.

    1. Lauren Millman

      Aw, thank you Sarah! If I had to guess, yes.. I’m sure you overthink more than you should…. but that just means we are just alike! Truly I do the same… I think it’s the mark of someone great, wouldn’t you agree?

  2. Great information on the importance of branding and the details that go into it. I like how you broke down your logo, and how you discussed how to came to it vs. other options.

  3. Kate Loving Shenk

    Marketing with kindness is a winning approach to all things including business, as SmartyG said in her blog post, today. The attorney smiling in the foreground of a serious car crash spells GREED, the one thing American Society has become proficient in.
    Color schemes such as yours is appealing to the eye and draws the people to you who are right for you. No doubt that is the true meaning of smart marketing!
    Well done!

    1. Lauren Millman

      Thank you Kate! I do agree that what you (meaning “me”) like is ultimately who you end up attracting. That’s how like attracts like! Completely agree!

  4. Lauren, an epic blog as usual. Well done. Thank you. There’s loads to unpack here but the thing I’d like to talk about is your logo. Being completely honest with you when I first saw it, I just thought it’s a nice graphic with some coloured brush strokes. But when you broke it down and pointed to each part of it, (by the way, what software did you use to create the graphic and also what did you use to write and point at it ?)and explained what they all meant that brought immense amount of value to your logo. You should’ve done a whole blog just on your logo. Even though my one has a lot of meaning it’s a bit bland and boring and I’m thinking of enhancing it. I did ask my audience what they thought it was and most of them got it right. However, as time goes on I will improve things. Well done carry on doing what you’re doing. It’s amazing , thanks, Atif

    1. Lauren Millman

      Hi Atif, I don’t think your logo is bland or boring AT ALL! Actually… if you really want to break it down, the simplistic nature of your logo is ACTUALLY branding you as well! The simplistic nature.. the black and the white is what stands out and makes it nice, contemporary, and memorable. So, I wouldn’t change a thing. 🙂

      I used Canva to create all of my graphics, including my logo.

  5. Once again, Another valuable and well written post with helpful content! The idea of tone is something I had not seriously considered. I have always known the importance of it but had not placed much attention on how one can be perceived without seriously considering the message behind the message that is being delivered. I also appreciate how you incorporated “you” (not just your name) in the logo. You have motivated me to work on mine, but I am not sure where to start. What system or program did you use to create your logo? Each one of your posts builds upon the last. I look forward to the next one…Have a great week!
    Ernie recently posted…SmoothiesMy Profile

    1. Lauren Millman

      Hi Ernie, I used Canva to create my logo. I started playing around with Canva back with my first business, creating posters and such… then when I started the online stuff, it grew to much more. I love Canva!

      I’m glad you found beneficial!

  6. GREAT job, Lauren! I love how you explain the many facets of a marketing strategy. There are so many intricate parts to think about when putting yourself out there. Marketing can be tricky, and you want to be able to convey yourself or your product in a way that gets their attention. Each component is important by themselves and when married together, can make or break a marketing campaign. Well Done!!

  7. Alison Blaire

    As always, your post is filled with such great information, thank you for sharing! I completely agree with the importance of consistency in branding to establish recognition and trust with your audience. Creating a clear message and good content that resonates with your audience are crucial and really hard to do. I just found out about TikTok’s content creation feature, and I think this will really help in knowing what content your audience is looking for!!!! Look forward to reading your next blog post.

    1. Lauren Millman

      Oh wow! I don’t know much about the TikTok Creation Feature! I’m going to have to look into that! Thank you for sharing! It sure sounds incredibly beneficial!

  8. Meredith Moore

    Hi Lauren,
    The first time I saw your website and the layout I thought OMG!! That’s what I want! You remind me of my sister with your creativity. You’reso creativethe way she is…. The colors, the format and everything looks so nice. It definitely makes a difference when you’re trying to create a certain kind of brand. You have done a great job! Thank you for this great post!
    Meredith Moore recently posted…Crafting And Completing My Link Tree & Venturing into Social MediaMy Profile

  9. Lauren,

    I wish someone would have knocked me beside the head and told me how important marketing was to a business. It would have been nice to have had some point out these things, it would have save me a lot of time and money.

    It wasn’t until I closed a few businesses that I started annualizing why they did not take off. What I discovered is that I knew nothing about marketing and it was killing my businesses.

    If you are someone reading this, I encourage you to read this post several times. Without marketing you have not business.
    Thanks for sharing.
    CJ recently posted…Unlocking The Mystery of Domains: A Beginner’s Guide, Part 1 of 2My Profile

    1. Lauren Millman

      Wow! Thank you CJ! I agree with you and unfortunately… too many of us have learned all too late the importance of marketing, but sometimes too late.

  10. Great Post Lauren,

    interesting way to look at things. Especially your logo. Love it. There is a lot here to take in. I might have to save this one and reread it over again.

    Thanks for the great info.

    1. Lauren Millman

      Sandy, you found my little secret to many of the blogs I read… I have to reread them several times! haha. Thank you for the kind words, I appreciate it!

  11. Hi Lauren, yes it is a lot.
    To be honest I never thought about my logo and branding that much.
    Probably because I wanted to get things done. Start now make it perfect later approach.
    I know people spend a lot of time figuring out logos etc but in my opinion, most people do not care about it. Would an ugly logo stop me from buying good products behind it, probably not. Do you remember the first logo of Amazon sprayed in Jeffs’s garage 🙂
    You are right, marketing is everything in business. You might have the best product in the world, but if no one knows about it, it won’t sell.

    1. Lauren Millman

      You make a good point, Tom.

      And while I certainly won’t remember the first Amazon logo in the garage…. I can guarantee you I recognize it now…. so much so they don’t even need words, just an arrow.

  12. Eleanor Hope

    Ahh, I can see that I have been looking at ‘marketing’ the wrong way around! I have viewed marketing as something I have to do and that is not the best way to view it.

    Like you, I do enjoy the creativity of it and I do like it when it comes together so that is creative!! Did not consider that.

    I think you are an expert as you probably know more than many others. Your previous experience in your own business has given you the confidence to know what you do like and don’t that is something.

    For myself, I would probably have to try something and then may like it or not but may not be able to say why or why not.

    This I will take to heart.
    “I believe successfully marketing your business, whether online or offline, is what separates a successful business from a mediocre one”

    I am working on my consistency as I want all my material to match and as you say ‘the brand’ needs to be recognizable wherever you see it on your website or social media.

    There is a lot that I need to learn & certainly need a ‘marketing strategy’ but I do love your idea that,

    “as you brainstorm the reasons why you want to develop this business (i.e. your “why”) you will always revert back to this in the meaning behind your message”.

    Although I don’t know much I can relate to the contradiction of the billboard of a smiling man attorney promoting his services to people that have been in car accidents!!

    I love that you are passionate about marketing and that has made me review how I view it and now I can say that there are many things that I do like.

    Thank you for awakening that spark!!

    1. Lauren Millman

      WOW!! ELEANOR!! Thank you for the kind words.. and spotlighting the components of the post that resonated with you! (You never know what really reaches someone, so thanks for sharing). I’m so glad this allowed something to awaken within you, mission accomplished! 🙂

  13. Sherri Pulcino

    Your post on marketing was super informative! It’s clear you’re passionate about it. There are indeed so many factors to consider when marketing a business. The points about consistency and finding your ideal audience really hit home for me. I’ll definitely keep in mind to channel my energy towards connecting with people who resonate with me. Thanks for the great insights!


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