This week, I've been putting together a new "cold leads funnel" designed to promote a particular series of products.

So I thought I'd talk a little bit about this and how you can use it in your affiliate marketing efforts.

What is a "Cold Lead?"

A cold lead is basically a lead who doesn't know, like, or trust you. Usually, such leads come from paid traffic - pay-per-click, solo ads, and so on.

This is in contrast to "warm leads", who are engaged followers, members, subscribers on your social media or email list, and/or past proven buyers.

One of the biggest mistakes made by new affiliate marketers - and the fastest way to lose money - is to drive cold leads straight to an affiliate offer.

You might get lucky with the odd sale, but at most, you will break even on your ad spend.

Instead, you first need to "warm up" your leads so they are more prepared to buy.

This is what a "funnel" is designed to do.

I'll try to explain, as briefly as I can, one way in which you can do this.

Step 1 - Determine the Theme of Your Offer

First, you need to decide which product you are going to promote - the thing you want your leads to buy so you earn a commission.

Once you have settled on a candidate, determine the theme of the product - what problem is it solving, and who is it aimed at?

That's your starting point.

Step 2 - Capture Leads on Your Email List

When driving any form of cold traffic, you first want to capture them on your email list. That way, you can send them emails in order to build a relationship with them.

However, people won't just sign up for your email list for nothing - they need an incentive.

Very occasionally, an affiliate offer itself can serve as the incentive - but only if it is especially compelling.

"Free Pizza Forever", for instance, practically sells itself, and you would have no problem sending your subscribers directly to that offer.

Most of the time, however, you'll need an intermediate step. This is called a "lead magnet".

Step 3 - Crafting Your Lead Magnet

A lead magnet is a short, free product that you offer to cold leads in return for them signing up to your email list.

The lead magnet serves a dual purpose:

• To entice prospects to opt-in to your email list; and
• To educate those prospects on the theme of your affiliate offer.

As such, the subject matter of the lead magnet needs to be related to the theme of your offer.

So if, for instance, the affiliate offer is a comprehensive weight loss plan aimed at busy people, your lead magnet could be something like "Ten Ways to Lose Weight When You're Pressed for Time."

The lead magnet needs to be short and simple - a 10-20 page eBook is fine.

The absolute sweet spot is that the lead magnet both solves a problem in its own right but also leaves the reader hungry for the affiliate offer.

If you can kill both birds with one stone, you are a master marketer.

Step 4 - Your Opt-In Page

The opt-in page, or squeeze page, is where you entice the leads to sign up.

The squeeze page needs to be very simple, consisting of only four elements:

• Solid background
• Enticing headline
• Opt-in form (or button that opens an opt-in form)
• The word "free" used at least once in either the headline and/or the button.

That is it!

Do not go adding video or fancy graphics; you want to give the visitor no reason whatsoever to linger. (Even accomplished marketers screw this up!)

Step 5 - Deliver Your Lead Magnet

Once leads have opted in to your email list, deliver them your lead magnet via email.

As they consume the lead magnet, you are "warming them up" on the theme of the affiliate offer.

The conclusion of the lead magnet is where you link to your affiliate offer. As a result of everything you have taught them, you are far more likely to convert your leads into buyers at this point.

Further, you should monetize the lead magnet with other helpful products and services so you can make some extra income.

Step 6 - Send Follow Up Emails

This may be the most important step.

The first few follow-up emails you send the leads (once daily is fine) should remind them to check out the lead magnet.

The remainder should promote the affiliate offer.

Even if a lead doesn't buy this particular offer, they are now on your email list. 

That means you can promote further offers to them in the future.

Conclusion

That is the bare bones of a cold leads funnel.

There are other things you can do, such as add a One-Time-Offer (OTO) before a subscriber gains access to the lead magnet, or promise exclusive bonus products to any lead who purchases the main affiliate offer.

The latter, in particular, can cause sales to skyrocket.

You can also extend the funnel with additional affiliate offers. 

So, for instance, your lead magnet could link to an inexpensive product; once the leads buy that product, you promote a mid-ticket offer, then a high-ticket offer, and so on.

All of that, however, is detail. 

I suggest sticking to the basics when you are getting started:

Capture the leads, educate them on the theme of your affiliate offer, and then direct them to the offer.

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