This document provides tips and strategies for promoting ecommerce products through advertising and online communities. It discusses allocating marketing budgets across multiple tactics like Google ads, conferences, reviews/giveaways, and forum marketing. Specific tactics covered include using reviews and giveaways to get products in front of customers, setting up contests to build email lists and drive sales, and using sponsorships for long-term brand building. Templates are provided for outreach emails to bloggers and for following up on product reviews.
2. About
Darren
DeMatas
Darren
DeMatas
has
an
MBA
in
Internet
Marke4ng,
but
hangs
his
hat
on
a
decade
of
experience
making
retail
brands
profitable.
He’s
marketed
global
Fortune
500
companies
and
small
1-‐man
ecommerce
niche
brands.
He
is
a
Chris4an
that
some4mes
mixes
business
with
pleasure
:)
• Copyblogger
Cer4fied
Content
Marketer
• Google
AdWord
Cer4fied.
Keyword
Research
101
2
3. The
Biggest
Budget
Mistake
Is
PuRng
All
Your
Eggs
In
One
Basket
3
Product
Marke4ng
101
4. A
Typical
Marke4ng
Budget
77%
4%
2%
17%
Google
Conferences
Misc
Social
Media
Product
Marke4ng
101
4
5. Even
If
You
Are
Doing
It
Right,
Once
The
Money
Stops…
So
Will
Traffic
and
Sales
5
Product
Marke4ng
101
6. MARKETING
BUDGET
101
How
to
build
long
term
traffic,
sales
and
brand
recogni4on.
6
Product
Marke4ng
101
7. Mix
it
Up!
33%
7%
20%
27%
13%
Google
Conferences
Sponsorships
Reviews/Giveaways
Forum
Marke4ng
Product
Marke4ng
101
7
8. This
Works
Becer
Because
① Budget
is
Reallocated,
Not
Increased
② Tac4cs
Have
A
Long
Term
Effect
③ Quickly
Understand
Best
Channel
④ Allows
You
To
Connect
Directly
To
Buyers
Product
Marke4ng
101
8
10. REVIEWS
AND
GIVEAWAYS
Get
Your
Products
In
Front
of
Customers
10
Product
Marke4ng
101
11. A
Quick
Step
Process
For
Product
Promo4on
1. Find
Niche
Sites
That
Do
Reviews
2. Evaluate
Site
(Follow/No
Follow)
3. Use
BuzzStream
To
Collect
Contact
Info
4. Create
a
Hybrid
Template
5. Follow
Up
Prospect
Qualify
Email
Outreach
Follow
Up
Product
Marke4ng
101
11
12. Pro
Tip:
Use
SEMRush
To
Benchmark
Traffic
Product
Marke4ng
101
12
13. Pro
Tip:
Don’t
Exclude
No
Follow
/
Paid
Links
Product
Marke4ng
101
13
For
Super
High
Traffic
Sites
Paid
“No
Follow”
Links
Are
Worth
it
All
external
links
are
“no
follow”
15. Email
Template:
Find
Review
Blogger
and
Reach
Out
Subject:
Want
To
Check
Out
and
Review
[PRODUCT
NAME]?
Hey
[First
Name]
In
reading
your
review
on
[YOUR
PAGE
URL],
I
couldn't
help
but
wonder
if
you
would
be
interested
in
reviewing
[MY
PRODUCT].
We’d
be
more
than
happy
to
provide
you
with
one
to
make
that
possible
(we
could
even
provide
an
extra
to
giveaway
to
your
readers
if
you
end
up
liking
it).
Check
out
the
[DESIRED
ANCHOR
TEXT}:
XXX.com
We
will
help
drive
traffic
to
your
website
by
promo4ng
the
post
on
our
social
media
sites
(we
have
X
followers
and
men4oning
it
on
the
several
online
forums
that
we
are
ac4ve
in.
All
we
ask
in
return
is
a
men4on
to
our
website
and
a
complete,
honest
review,
like
you
did
on
[YOUR
PAGE
URL]
Didn’t
know
if
it
was
worth
your
while,
but
if
it
is,
I
can
get
one
in
the
mail
for
you
within
a
couple
of
days.
YOUR
SIGNATURE
Product
Marke4ng
101
15
16. Email
Template:
Follow
Up
Subject:
Looking
Forward
To
The
[PRODUCT
NAME]
Review!
Hey
NAME
I
just
wanted
to
make
sure
that
you
got
the
[PRODUCT
NAME]
and
check
in
see
if
you
had
any
ques4ons
about
it.
Let
me
know
when
the
review
goes
live
so
I
can
get
to
work
promo4ng
it.
[SIGNATURE]
Product
Marke4ng
101
16
17. CONTESTS
How
to
use
contests
to
amplify
your
product
reach
and
execute
a
sale.
17
Product
Marke4ng
101
18. How
To
Set
Up
Contests
That
Work
① Choose
A
Profitable
Product
② Own
Contest
Plazorm
③ Announce
Winner
On
Page
④ Email
Special
Offer
⑤ Remarke4ng
Product
Marke4ng
101
18
19. Pro
Tip:
Use
Contests
To
Build
Email
List
Product
Marke4ng
101
19
Focus
On
Email,
But
Mix
In
Other
Opt
Ins
Go
beyond
the
simple
“opt-‐in.”
Ex)
Best
comment
wins.
20. Pro
Tip:
Add
Product
Video
Product
Marke4ng
101
20
Contest
pages
are
the
perfect
place
for
videos.
Write
a
long
form
descrip4on
on
YouTube
21. SPONSORSHIPS
A
Quick
Start
Guide
To
Long
Term
Brand
Building
21
Product
Marke4ng
101
22. The
Three
Step
Process
To
Building
Trusted
Links
① Look
For
Clubs,
Associa4ons,
Causes,
Events
② Qualify
Prospects
③ Email
Outreach
Product
Marke4ng
101
22
23. Pro
Tip:
Focus
On
Brand
Fit,
Then
Page
Authority
Product
Marke4ng
101
23
Focus
on
Brand
Fit,
Then
Page
Authority
24. Pro
Tip:
Reverse
Engineer
Big
Brands
Within
Your
Niche
Product
Marke4ng
101
24
Look
At
.GOV
and
.EDU
MIT
linking
to
Whole
Foods
25. Pro
Tip:
Make
Sure
Links
Pass
PageRank
Product
Marke4ng
101
25
“Do
Follow”
26. Sample
Email
Subject:
Is
[WEBSITE
NAME]
Looking
for
New
Sponsors?
Hi
[Name]
I’m
researching
sponsorship
opportuni4es
for
our
small
[MY
NICHE]
company
I
came
across
your
page:
[YOUR
SPONSORSHIP
PAGE
URL].
Are
you
looking
for
new
sponsors?
If
so,
please
send
me
some
informa4on
about
how
we
can
get
involved.
Thanks
in
advance!
[MY
WEBSITE
URL]
All
the
Best,
-‐Darren
Im
Not
Worried
About
Google
At
All
Product
Marke4ng
101
26
27. FORUMS
How
To
Use
Forums
To
Get
Links
and
Traffic
At
Will
27
Product
Marke4ng
101
28. Why
Niche
Forums?
① Online
Hangout
For
Interests
Groups
② Build
Trust
With
Community
③ Drive
Targeted
Traffic
To
Product
Page
④ Dedicated
Subforums
For
Sponsors
Product
Marke4ng
101
28
29. Forums
101
① Find
Forums
– Niche
“sponsor
forums”
inurl:forum
② Find
And
Read
Rules
ASAP
③ Join
Conversa4ons
④ Subscribe
To
Threads
You
Par4cipate
In
⑤ Link
A}er
You
Gain
Trust
Product
Marke4ng
101
29
30. Pro
Tip:
You
Can
Control
Anchor
Text
On
Sponsored
Subforums
Product
Marke4ng
101
30
Pay
For
A
Business
Sub-‐forum
32. Why
Radio?
① Geographic
Targe4ng
② High
Domain
Authority
③ Addi4onal
Exposure
④ Low
Cost
– Links,
Social
Media,
Radio
Spots
from
PR7,
76DA
for
$50/mo
Product
Marke4ng
101
32
33. Quick
Step
Process
① Find
Local
Media
Outlets
With
Sponsors
– Niche
“radio”
OR
“news”
in4tle:“our
sponsors”
② Qualify
Sites
③ Reach
Out
④ Measure
Traffic
From
Geo
and
Referral
Product
Marke4ng
101
33
34. Pro
Tip:
The
Less
Links
On
A
Page
The
Becer
Product
Marke4ng
101
34
WAYYY
Too
Many
Links
35. Pro
Tip:
Make
Sure
They
Reach
Your
Demographic
Product
Marke4ng
101
35
Could
Your
Customer
Be
Listening?
Added
Benefit
37. Google
AdWords
Campaign
Types
That
I
Use
(Most)
① Search
Network
Only
Text
Ads
② Search
Remarke4ng
On
Search
Network
Only
③ Display
Remarke4ng
On
Display
Network
Only
④ Google
Shopping
Campaigns
Product
Marke4ng
101
37
39. Your
First
Campaign
On
Google
Search
Network
① Think
Of
It
As
A
Test
Campaign,
Limit
Budget
② Broad
Modified
Match
To
Find
Profitable
Keywords
③ +kids
+shoes
Will
Trigger
Your
Ad
For
– Leather
Shoes
For
Kids
– Nike
Shoes
For
Kids
④ 3
Ads
Per
Group
– 1
Without
DKI,
1
With
DKI,
1
Compe4tor
Knock
Off
Product
Marke4ng
101
39
40. Pro
Tip:
Use
SEMRush
To
See
Compe4tors
Proven
Ads/Keywords
Product
Marke4ng
101
40
41. Pro
Tip:
Use
Dynamic
Keyword
Inser4on
Product
Marke4ng
101
41
① {KeyWord:Chocolate}
② Replaces
the
above
with
the
search
term
③ Keyword
Must
Be
In
Ad
Group
42. Your
Money
Campaign
On
Google
Search
Network
① Exact
Match,
Conver4ng
Keywords
② ex
[Long
Tail
Keyword]
that
Converts
– Be
sure
to
add
this
as
a
nega4ve
keyword
to
the
test
campaign
③ Bring
Over
Best
Performing
Ads
④ Maintain
Small,
Super
Focused
Ad
Groups
– Consider
1
keyword
ad
groups
⑤ Tight
Control
Over
Keywords
and
Message
Product
Marke4ng
101
42
43. Why
Search
Remarke4ng?
① Conversion
Rates
Are
Much
Higher
② Capture
People
S4ll
In
Hunt
Mode
③ Website
Familiarity
④ Broader
Keywords
Product
Marke4ng
101
43
44. Common
Mistakes
With
Text
Based
Ads
① Search
Display
Network
② Poor
Control
Of
Nega4ve
Keywords
③ Having
A
Campaign
Dedicated
To
Tests
④ Monitoring
Performance
Product
Marke4ng
101
44
45. Why
Product
Lis4ngs
Ads
① Prominence
In
SERP
② Higher
CTR
Than
Text
③ Effec4ve
With
Physical
Products
Product
Marke4ng
101
45
46. Common
Mistakes
With
Product
Lis4ng
Ads
① Not
Breaking
Out
PLA
Bids
For
High
Margin
Products,
Segments
② Small,
Low
Quality
Images
③ Poor
Data
Feed
With
Inaccurate
Labels
Product
Marke4ng
101
46
47. Why
Display
Remarke4ng?
① Build
Brand
Recogni4on
At
Low
Cost
② Only
Pay
For
Click,
Not
Impression
③ Higher
Conversion
Rates
④ Target
Specific
Pages
With
Promo4ons
Product
Marke4ng
101
47
48. Common
Mistakes
With
Display
Remarke4ng
① Stagnant
Ads
② Uncapped
Frequency
Product
Marke4ng
101
48
49. Ques4ons?
Hit
me
up
at
darren@selfstartr.com
49
Product
Marke4ng
101