MARKETING BREAKDOWN:

As you can imagine ripping numbers like this requires systems and diversified
marketing angles. So I'm going to break down everything I'll be running and how.

1. Paid ads. This will be our largest spend. Right now I'm spending about 15k a
day on ads, but this will grow with time.

A: Budget break down:

60% of budget is running on fb

35% on Tiktok

5% google

B: What's working:

Tiktok: Name of the game is CBO's. Run about 5 ad sets per CBO. broad targeting The
key is to not let it run too long without checking in on it, turning off ad sets that don't
work and duplicating ad sets that are working well. Do this EVERY day. Leave comments
on and have a VA delete bad comments and pin good ones (this is very very important)

Facebook: Advantage plus with cost caps set at .8x AOV. Statistics working as well as
video. 1 ad set per campaign, broad targeting.

I’ve noticed that Facebook and Tiktok perform much differently. Facebook likes to get
into a grove and stay in that grove. It’s like a ball rolling down a hill, once it gets
momentum it’s good on it’s own (don’t touch it). I’ve noticed making tweaks like adding
creatives, editing targeting or raising or lowering the cost cap can throw everything out
of wack. Tiktok on the other hand likes to be touched, and rewards changes constantly.
You need to be duplicating every day inside of Tiktok campaigns.

For both platforms creatives are KING. We’ll talk about them later on.
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2. Influencer Marketing. We'll spend around 500-1k a day on influencer

marketing. This is much lower than our other spends, but results are ridiculous.

A: Basic strategy: VA reaches out to 100's of influencers each day. She reaches out to
influencers that make good content, have real fan bases, and get 100k plus median
views.

We negotiate like crazy, aiming to pay a 1 dollar cpm. So if they get 100k average views
we try and pay 100 dollars. We close multiple of these deals a day. Then when it comes
to content, we give the influencers exact videos to copy that have previously went viral
they copy the video, and have a high likelihood of going viral again.

We get ownership rights to the video, and therefore get a free video.

So NOW, i've gotten 100k views or more on a video from real fans, and ownership to run
that video WHEREVER I want, all for 100 bucks.

B: Creatives for influencers: DO NOT GIVE INFLUENCERS CREATIVE FREEDOM. I will

repeat. DO NOT GIVE INFLUENCERS CREATIVE FREEDOM.

When I started running influencer marketing 3 years ago, I gave my influencers creative
freedom. I would say "Just give me a video you think is good". Influencers don't know
your brand, what sells your brand, and sometimes they won't even know how to
pronounce your brand name (yeah tons of them would read my name completely wrong
in a video).

I realized you need to give influencers something to copy EXACTLY, word for word,
scene for scene, in order to get a good result.

So make some videos yourself or get an in house creator or write out a very specific
script with examples and find an influencer who is very talented with content creation to
start. Once you have a few concepts that perform well organically then send those
videos out to be copied exactly.

Selling products through influencers: Views are one thing and sales are another. You
need to float on the line of selling, but not selling too much where it’s an ad. When
people see what they think is an ad, they scroll.

a. Caption: if I was tabschocolate.com for example, my caption would be

something related to the video, but also tagging tabs. For example, “Jesus @tabs
😳I thought this wasn’t gonna work” would be a good caption. NOT, use discount
code blah blah blah.
b. Somewhere towards the end of the video have the influencer mention the brand
name with text to speech. For example, “these special chocolates are from
@tabs”. I stay away from them saying the website name because again it makes
it look like an ad.
c. Set up a deal where the influencer need to respond to comments asking about
the product. If your video is good and you have a good account, LOTS of people
will ask about the product. Make the terms of the deal say they need to respond
to these questions. Why them and not you? More genuine and again doesn’t
seem like an ad.

If you want to understand the exact strategy I've used to get ownership of over 1,000
creatives and 170 million views check out my influencer marketing course. I've broken
it down to a SCIENCE.

Course link: https://mattepstein.gumroad.com/l/hyeka

3. Meme page ads: Spending around 1k per day will raise it up to 4-5.

Meme pages are simple, take your most viral videos, toss them into meme format and
run them on pages. Just dm the page, and get the deal.
Or use a meme page media buyer like I do who will get better deals and help you
through the whole process. If you have a lot fo viral content want to be connected reply
to this email.

4. Email Marketing: (basically free)

Obviously you need your flows set up and optomized your pop up ect. Im going to talk
about what we are doing for campaigns.

A: Mystery Discounts: Mystery discounts are awesome for emails because it makes the
customer curious as to what the discount percentage will be. We use a mystery
discount code thats names around the sale. For example we'll make it Valentine one
week, then FEB14 another week ect. We'll change these discounts slightly from between
10-20% off.

B: Showing UGC: We've been adding videos to our emails, the key? When they click on
the email they have to go to a landing page to watch the video. On the landing page we
try to get them to click to the product page. We've seen these emails perform much
better than our others.