Scaling a digital course business is one of the biggest challenges and opportunities para quem trabalha com co-produção. After validating a course through one or more live launches, it’s time to reach more people, increase sales, and grow consistently. One of the most effective ways to do this without multiplying your own workload is by implementing a solid affiliate strategy.
Affiliate marketing allows other people—often content creators, influencers, students, or professionals in your niche—to promote your course and earn a commission for each sale they generate. In a co-production model, it can exponentially expand your reach, especially when the course creator or the co-producer doesn’t have a large audience.
This article will guide you through how to set up and manage an affiliate strategy specifically tailored for co-produced digital courses, helping you scale without compromising quality or burning out.
Why Use Affiliate Marketing in Co-Production?
Affiliate marketing is particularly powerful in the co-production model for a few key reasons:
- You leverage other people’s audiences instead of relying only on your own
- You only pay for results, reducing upfront marketing costs
- You can build long-term brand visibility through trusted voices
- It allows both partners (expert and co-producer) to focus on improving the course while others help drive traffic
Most importantly, it works even if neither partner is a public figure or influencer—because affiliates can bring in the visibility you need.
Who Can Be an Affiliate?
Don’t assume affiliates must be influencers or big names. In fact, some of your best-performing affiliates may be closer than you think.
Ideal Affiliate Profiles:
- Former students who had good results with the course
- Niche content creators (YouTubers, bloggers, Instagram educators)
- Other course creators in complementary niches
- Professionals or consultants who serve your audience
- Micro-influencers with small but engaged followings
- Newsletter writers or podcasters
The best affiliates are those who:
- Already have trust with your ideal audience
- Understand the value of your course
- Can explain the transformation it offers
- Are consistent with their content creation
Step 1: Choose the Right Platform for Affiliate Management
First, you’ll need a platform that supports affiliate tracking and commission management. Popular platforms include:
- Hotmart: Extremely affiliate-friendly, with native tools
- Eduzz and Monetizze: Brazilian platforms with solid affiliate systems
- Kajabi: Offers affiliate capabilities for users on certain plans
- Teachable: Allows for simple affiliate tracking
- ThriveCart: Great for sales pages and checkout + affiliate setup
Choose one that allows:
- Unique tracking links
- Commission settings (fixed or percentage)
- Dashboard access for affiliates
- Cookie duration setup
- Bonus or prize campaigns
In most co-productions, the co-producer sets this up and manages it.
Step 2: Define Your Affiliate Program Structure
Before inviting anyone, define clear rules and rewards.
Key Points to Decide:
- Commission rate: 30–50% is standard for digital courses
- Cookie duration: 30 days is typical, but some go up to 90 days
- Payment schedule: When will affiliates receive payment? After how many days?
- Promotion materials: What content will you provide to help them sell?
- Refund policy: Will affiliate commissions be reversed if a student requests a refund?
Be transparent. Publish your terms in a dedicated page or document that affiliates agree to before starting.
Step 3: Prepare High-Converting Promotional Materials
Affiliates may love your course but struggle to promote it well. Make it easy for them by creating a resource pack.
Include:
- Social media post templates
- Email copy templates
- Blog post examples
- Course descriptions and benefits
- Testimonials
- Course images and mockups
- Swipe copy for WhatsApp or Telegram
Also provide:
- A private dashboard or Google Drive folder
- Instructions on how to customize the materials
- A suggested calendar for promoting
The more plug-and-play you make it, the more affiliates will actually promote.
Step 4: Recruit the Right Affiliates
Recruitment is an ongoing process. Start with people closest to you.
How to Find Affiliates:
- Ask your students directly: “Would you like to become an affiliate?”
- Reach out to professionals in adjacent niches
- Use social media DMs with personalized invitations
- Run a call-for-affiliates campaign via email or on your site
- Create a landing page with all affiliate info and application form
Personalize the invitation. Let them know why you think they’d be a great fit.
Example:
“Hi João, I’ve followed your podcast on business development, and I think your audience would benefit from our course on digital product creation. Would you be interested in promoting it as an affiliate? We offer 40% commissions and have a full promo kit ready.”
Step 5: Train and Motivate Your Affiliates
Once someone signs up as an affiliate, your job has just begun. Support them with:
Training:
- Quick video walkthroughs of the course
- Tutorials on how to use the affiliate platform
- Best practices on how to promote
Communication:
- Create an email list or WhatsApp group for affiliates
- Send updates about launch dates, bonuses, and new materials
- Encourage questions and celebrate results
Motivation:
- Run contests or challenges with rewards (e.g., “Top 3 sellers get bonus prizes”)
- Create a leaderboard to spark friendly competition
- Highlight successful affiliates in your community
The more engaged your affiliates feel, the more effort they’ll put in.
Step 6: Coordinate Launches with Affiliate Support
If you’re running a live launch, affiliates need to know your timeline and strategy.
Send them:
- Key launch dates
- Countdown sequences
- Webinars or live events they can promote
- Unique links and bonuses they can offer
You can even create custom bonuses for affiliates to give away (e.g., a 1-on-1 session, an extra resource, or a discount code).
Step 7: Track Performance and Optimize
Monitoring is essential. Use your platform’s analytics to track:
- Who’s sending the most traffic
- Conversion rates by affiliate
- Best-performing emails or creatives
Use this data to:
- Reward top affiliates
- Help underperforming affiliates improve
- Improve the overall funnel
Also, ask for feedback from affiliates on how to make the process smoother.
Step 8: Handle Payouts and Recognition
Make payments on time. Treat your affiliates like business partners.
- Automate payouts through your platform when possible
- Track and reverse commissions on refunds (only if in your terms)
- Send thank-you emails or small gifts to top performers
Recognition goes a long way. Even a simple “Congratulations on hitting 10 sales!” makes people feel seen and appreciated.
Step 9: Turn Affiliates into Ambassadors
The best affiliates don’t just promote once—they become part of your brand’s story.
Convert top performers into:
- Guest speakers or co-hosts on webinars
- Beta testers for new products
- Featured testimonials
- Partners in co-marketing campaigns
The deeper the relationship, the more natural and consistent their promotions will be.
Common Affiliate Mistakes to Avoid
- Not setting clear commission rules
- Ignoring affiliates after sign-up
- Making the process too technical or confusing
- Offering a low commission for a high-effort course
- Failing to track leads and conversions accurately
- Not paying on time
Treat your affiliate program like a launch of its own. Plan, promote, and manage it with care.
Final Thoughts: Grow With Others, Not Alone
Affiliate marketing is more than a growth strategy—it’s a collaboration model. It aligns perfectly with the spirit of co-production: building something great together.
When you empower the right people with the right tools, they amplify your message. They bring credibility, new reach, and consistent sales. And as your course gains traction, your co-production grows into a brand supported not just by you and the expert—but by an entire ecosystem of partners.
Create your affiliate system. Nurture it. Optimize it. And let others help you scale your impact.