educational

Marketing Adult: Part 1

When it comes to marketing our adult sites, products or services online, "It's not about Getting Traffic – It's about getting the Right Traffic." In this two part series, Jo Hawke will give us a crash course on the most effective ways to market our offerings. Enjoy!

You hear it all the time: "Get more traffic!" But what exactly does that mean to you, the adult Webmaster? It means that if you want to stay in business, you need to keep buyers interested in your stuff – and that means letting the buyers know that you have stuff to be interested in. This is called "marketing."

There are four competing Marketing Strategies in the Adult Industry.

  • The "Cheap and Plentiful" Marketing Strategy
  • The "Designer Glitz" Marketing Strategy
  • The "Sell-Sell-Sell" Marketing Strategy
  • The "Ground Zero" Target Marketing Strategy

The "Cheap and Plentiful" Marketing Strategy
"It's Porn – they'll buy it." This strategy assumes that everybody already wants it, so make it cheap and stick it in their faces until they buy it. This method of marketing centers on website replication and wide distribution. They make loads of cheap and fast, carbon-copy websites and scatter them across tons of different domain names. The idea being that the surfer couldn't possibly avoid spending money on their sites – because the sites are unavoidable. This is often combined with "we're cheaper" attitude. Think: The gas station on every corner.

The "Designer Glitz" Marketing Strategy
This is the "If you build it – they will come." philosophy based on the idea of the "superior product." The idea is that if you offer quality, you will get quality sales; riding on the assumption that if it's expensive, then that is what the buyer is looking for. These "designer" webmasters build one, or a small selection of massive, incredibly gorgeous and very expensive websites – with very expensive content. This also shows the: "We're prettier therefore we're obviously better" attitude that may in actuality, be far from the truth. Think: the really expensive designer grocery store.

The "Sell-Sell-Sell" Marketing Strategy
This advertising-heavy "Buy this NOW!" style believes that the surfers won't buy their smut – if they don't hammer them over the head with it. This webmaster initiates an aggressive selling and promotion effort such as spam and millions of pop-ups, to belabor viewers into making a purchase. Think: TV ads, plus radio ads, plus magazine ads, plus billboards.

These first three viewpoints focus on greed – the desire to convert a site into an overnight cash-cow and make a fast buck. The emphasis is on pushing what content they have to everybody they can reach, rather than finding out what market might actually be looking for their product.

These are a short-term outlooks that do make money fast – and go downhill from there. All three of these marketing strategies take aggressive, exhaustive and expensive selling and promotion programs to maintain profit levels.

The "Ground Zero" Target Marketing Strategy
"I have what you already want." This is a long-term plan designed around customer retention: if they know you have it they'll come back to you for more. The "Ground Zero" target marketing strategy focuses on the prospective buyers and their needs, rather than the webmaster's bank roll. The idea is to offer prospective viewers exactly what they are looking for. The trick is knowing: Who wants what you have?

The "Ground Zero" Target Marketing strategy rests on four pillars:

  • Seek - Identify the buyer for your specific content.
  • Adapt - Determine what that buyer is looking for – and provide for those needs.
  • Overcome - Integrate your marketing techniques.
  • Conquer - Make money – and keep making money.

Now that you have an understanding of the various types of marketing strategies, it's time to take a look at the steps for implementing your target marketing strategy. Stay tuned!

Copyright © 2024 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

opinion

To Cloud or Not to Cloud, That Is the Question

Let’s be honest. It just sounds way cooler to say your business is “in the cloud,” right? Buzzwords make everything sound chic and relevant. In fact, someone uninformed might even assume that any hosting that is not in the cloud is inferior. So what’s the truth?

Brad Mitchell ·
opinion

Upcoming Visa Price Changes to Registration, Transaction Fees

Visa is updating its fee structure. Effective April 1, both the card brand’s initial nonrefundable application fee and annual renewal fee will increase from $500 to $950. Visa is also introducing a fee of 10 cents for each transaction, and 10 basis points — 0.1% — on the payment volume of certain merchant accounts.

Jonathan Corona ·
opinion

Unpacking the New Digital Services Act

Do you hear the word “regulation” and get nervous? When it comes to the EU’s Digital Services Act (DSA), you shouldn’t worry. If you’re complying with the most up-to-date card brand regulations, you can breathe a sigh of relief.

Cathy Beardsley ·
opinion

The Perils of Relying on ChatGPT for Legal Advice

It surprised me how many people admitted that they had used ChatGPT or similar services either to draft legal documents or to provide legal advice. “Surprised” is probably an understatement of my reaction to learning about this, as “horrified” more accurately describes my emotional response.

Corey D. Silverstein ·
profile

WIA Profile: Holly Randall

If you’re one of the many regular listeners to Holly Randall’s celebrated podcast, you are already familiar with her charming intro spiel: “Hi, I’m Holly Randall and welcome to my podcast, ‘Holly Randall Unfiltered.’ This is the show about sex, the adult industry and the people in it.

Women In Adult ·
trends

What's Hot Now: Leading Content Players on Trending Genres, Monetization Strategies

The juggernaut creator economy hurtles along, fueled by ever-ascendant demand for personality-based authenticity and intimacy — yet any reports of the demise of the traditional paysite are greatly exaggerated.

Alejandro Freixes ·
opinion

An Ethical Approach to Global Tech Staffing

One thing my 24-year career as a technologist working to support the online adult entertainment industry has taught me about is the power of global staffing. Without a doubt, I have achieved significantly more business success as a direct result of hiring abroad.

Brad Mitchell ·
opinion

Finding the Right Payment Partner

Whenever I am talking with businesses that are just getting started, one particular question comes up a lot: “How do I get a merchant account?” It’s a simple question, but it has a complicated answer.

Jonathan Corona ·
opinion

The Taxman Cometh for Every Business

February may be the month of romance, but it is also a time when we need to think about something that inspires very little love: taxes. April is not far away, and the taxman is always waiting. This year, federal and most state income taxes are due Monday, April 15.

Cathy Beardsley ·
opinion

The Continuous Journey of Legal Compliance in Adult

The adult entertainment industry is teeming with opportunity but is also fraught with challenges, from anticipating consumer behavior to keeping up with technological innovation. The most labyrinthine of all challenges, however, is the world of legal compliance.

Corey D. Silverstein ·
Show More