A decent video and explanation of running the 'DIY' route.
This is a video of a “Promoting your software” talk I did at ESWC 2011. In it I discuss my experiences attempting to try every form of promotion known to man including: SEO, Google Adwords, magazine ads, affiliates, Facebook ads and hanging out in wedding forums using a female pseudonym. With real data! You can’t read the slide text in the video, but I have included the slides below