Breaking into The Adult Marketing & Web Development Business - Updated 10/05/2009

Recently, I’ve received a lot of questions about delving into the adult marketing via Twitter and Facebook; the questions I am asked most are:

1. Is there good money in it?
2. Is it hard to do?
3. What do you do?
4. How do you develop a clientele?

The simple answers are:

1. There can be, if you do it correctly, it’s just like any business.
2. Yes, it is hard to do. Just like any business
3. I do the same thing you do for mainstream clients.
4. You develop clientele just like you do any business.

These questions are just the icing on the cake, what “inquiring marketing minds” actually pondering and asking is how to penetrate the adult industry and creating a successful business. They want to know if it can it worth the time and effort. Well, guess what? Any smart, determined marketer or developer can create a successful adult business, but they have to have a strategic plan to do so.

Here are my tips for deciding if you should start an adult marketing company:

Tip #1: Don’t approach the adult industry like it’s some secret Illuminati society that must be infiltrated. There are multiple ways to enter it: networking, emailing, trade shows, etc. It’s the same as any industry; it takes time and a targeted, strategic approach. Pick on that is most comfortable for you and go from there. For you online types, my next suggestion in perfect!

Tip #2: Set up an alternate Twitter nd start following adult entertainers, designers and other professionals that look interesting (@AudaciaRay, @VictoriaLane, @DarkGracie, @MasterRobyn, @Mindchaotica, @KimberleeCline and @PBVixen are a must). Start reading blogs, looking at web sites, check links and slowly start to comment. Just like it takes a website about six months to fully integrate into the Google sandbox and be allowed to play, it is the same for any new person in the adult scene. When you find something that tickles your fancy, proceed to Tip #3!

Insider Tip #3: Find something interesting? Go Google the crap out the thing that made you go – “OH!” and start studying it. Need inspiration? Check my side links, I put the stuff I really like there. Find a niche that works for you and start there, then grow.

Chris Brogan wrote an article on “50 Ways To Use Twitter For Business“, But it got me thinking, what are best uses of Twitter for adult business and who should adult business tweeters connect with?

Twitter Basics

• Open a twitter account and use Twitter Search to see what people are saying about your name, your competitor’s names and key words that relate to your industry.
• Make sure you have a photo - no one wants to follow a faceless person, it shows LAZINESS.
• Dialog and interact, don’t just spam the crap out of your followers and with blog postings. Engage in meaningful discussions and funny comments.
• Talk about things in your industry. No, I don’t care what dildo was up Tera’s ass, talk about trends and new media outlets, etc. Also comment on industries that might be complimentary to what you are doing.
• No pushing and shoving. Again, don’t blast your content, photos and videos all the time. You will lose followers.
• Be Human and talk about YOU. People like knowing about people.

What to Tweet About

• Write about what you are currently involved in, reading or find engaging. Again, people like humanity and personality.
• If you own and adult related site, have your talent tweeting. Get them blackberries and iphones, let them tweet about their lives and things going on with them. Leverage your employees to drive traffic to your site. Share the human side of your company. If you’re bothering to tweet, it means you believe social media has value for human connections.
• Ask questions about direction, marketing or content. Twitter is GREAT for getting opinions.
• Follow interesting people. If you find someone who tweets interesting things, see who she follows, and follow her.

Tweeting Etiquette

• You don’t have to reply to every @ tweet directed to you (try to reply to some, but don’t feel guilty).
• Use direct messages for 1-to-1 conversations if you feel there’s no value to Twitter at large to hear the conversation. No one cares about your dog and cat.
• Use Tweetdeck and Twhirl to manage Twitter.
• Shorten URLS with TinyURL .
• If someone doesn’t like what you say, they can unfollow you. Let them go, they are replaced by three who love you.
• Commenting on others’ tweets, and retweeting what others have posted is a great way to build community.

Twitter Pros & Cons

• Twitter takes up time. - Please! You can engage in twitter as much, or not as much, as you like.
• Twitter takes you away from other productive work. I have made some of my best business deals because of Twitter - making money and growing is productive!
• There are other ways to do this. Yes, but PLURK sucks!
• Twitter doesn’t apply to the adult industry. Twitter’s only a few million people (only). And you know what, they buy sex toys, see videos, are interested in mainstream marketing, etc.
• Twitter doesn’t replace direct email marketing. Ummm - Twitter is real time. If you send out one adult related link to a file or video, it will be downloaded 20,000 times in ONE DAY. Put that out to millions who may have not seen it and ummm - get where I am going? But make sure it’s somewhat tasteful.
• Twitter opens you up to more criticism and griping. If you hear what is wrong, you can avoid making those mistakes! Or you can discover how wrong they are and realize what you are doing is right. If you are using Twitter to only promote prostitution and trying to drive sales to your pay site, you are going to fail. Twitter should be used to ENLIGHTEN, SHARE & ENGAGE. Not just with mainstream audiences, but with other adult personalities. The adult industry can be lonely & isolating place.
• Twitter breaks news faster than other sources, often (especially if the news impacts online denizens).- Damn skippy. It’s a viral as viral can get.
• Twitter brings great minds together, and gives you daily opportunities to learn (if you look for it, and/or if you follow the right folks). My twitter is a mix of adult, mainstream adult and mainstream marketers, mixed in with people I just like. I get all kinds of info and ideas from comparing opinions and trends. Twitter is instant market research.
• Twitter helps with business development, if your prospects are online (mine are). I have monetized Twitter for my writing and marketing services. I’ve also used it to connect with other adult business ventures. It’s been successful. But again, it’s for the right reasons, not simply to make a quick buck or as a tool in black hat SEO techniques.

Sites I Have Found On Twitter I Love

1. http://www.beautifulrebecca.com/
2. http://www.melissagira.com
3. http://wakingvixen.com
4. http://dolorem.com
5. http://omgomgomfg.com

Guest Post By AV Flox via BlogHER:

“Did you know that 71 percent of guys would rather have great sex occasionally than not-so-hot sex all the time?” Simone asked me, paging through the February issue of Cosmopolitan.

“Let me see that,” I said, reaching out and scanning the cover of the magazine. “I’m writing an article about how to improve our sex lives.”

Simone turned a page, “well, if anyone can write that, it’s you.”

“Actually…” I started, but I trailed off. The truth is that I need a guide more than anyone.

“I have a theory that the longer we’re exposed to a stimulus, the higher the tolerance, and the less able said stimulus is to engender the effect it once did,” I said, lighting a cigarette.

Simone looked at me for a moment, then smiled, “what?”

In preparation for this piece I did a little crowdsourcing on Twitter, asking over the course of several weeks what people thought was an essential component to good sex. The answer, seven times out of ten was: intimacy.

“Really?” I asked myself over and over as the direct messages and e-mails poured in. It just didn’t jive.

“When I think about dynamite sex, I don’t think about intimacy,” I told my friend Sugar during one of our late night discussions on the phone. “Am I stunted? Do you think about it?”

“Hell no,” she replied. “I just want to be thrown against a wall and devoured.”

BE DESIRED

Sugar and I are in line with Marta Meana, a professor of psychology at the University of Nevada at Las Vegas and who has been studying sexology since the 1990s. Meana also disagrees intimacy is the ultimate aphrodisiac.

In a piece on the New York Times Magazine by Daniel Bergner, author of The Other Side of Desire, Meana emphasizes the role of being desired and the inherent narcissism in women’s sexuality, which she has gleaned from her laboratory and qualitative research, as well as her clinical work. Desire, she concludes, has “little to do with building better relationships,” or with fostering communication between partners.

“Female desire is not governed by the relational factors that, we like to think, rule women’s sexuality as opposed to men’s,” Meana told Bergner. “Really, women’s desire is not relational, it’s narcissistic.”

She is basically saying that women’s desire is dominated by the wish to be the object of erotic admiration and sexual need. That’s not to say women don’t want closeness and longevity—they do. But according to Meana, to imagine that these things are the catalysts of desire is incorrect.

“It’s wrong to think that because relationships are what women choose they’re the primary source of women’s desire,” Meana said. For women, “being desired is the orgasm.”

“How do you make yourself desired?” I asked my friends the following night over drinks at The Standard Downtown.

“Can I tell you?” my friend Tess asked, leaning in. “I like to dress up like a hooker and walk by construction sites. Instant desire.”

“Ew!” Sabrina exclaimed, laughing. “Girl, you’re a freak.”

“What? You leave your windows open when you change in case your hot neighbor is home!”

“Mmm,” Sabrina said. “He’s so hot.”

“Does he watch you?” I asked.

“Sometimes.”

“I like to dress myself in the sluttiest lingerie when no one is home,” I confessed. “There’s stuff I have that my husband has never even seen—not because he wouldn’t like it, but because it’s for me. I wear these things while I work. I love taking a client’s call in nothing but garters, a hat and stilettos.”

“Does desire require an audience?” Sabrina mused.

“You can be your own audience,” Tess said. “And if not, there’s always the internet.”

Read the rest of this entry »

Getting back into writing and getting caught up on what I’ve missed/not read, I jumped over to Melissa Gira’s website. She been busy writing and producing the wonderful things she so amazingly good at discussing. I was actually surprised to find an article of hers on The Frisky. I really like the Frisky, the content is interesting and I love the design and functionality. I’ve viewed it as conservative when it comes to sex - you know, the vanilla/mainstream side. And for the most point it is. But they have the wonderful Gira blogging. For give me Melissa for being so Web 1.0 on this.

It’s funny, I ended my blog posts in October talking about a post that Gira wrote, and I start with one.

Melissa: You made me smile at this, as I read, I had flashes of the ex-boyfriends I’ve had (damn the trail is long) who stalk my twitter and my Facebook for updates - to the point you ban them off Facebook.

Lesson: Twitterstalking and using social media to follow your ex-girlfriends, ex-boyfriends, clients, ex-pornstar you were involved with is not healthy. It’s time to move on. Here is a great article on HOW.

The Frisky: When Blogs Cry - How To Break Up Online

Cancel, unsubscribe, unfollow. Sort out how you want to react to the breakup only after you’ve canceled the relationship, unsubscribed from her Tumblr, or blocked him from Twitter. To undo a relationship that made it online in any form—whether you’ve got photos together all over MySpace or earned your own tag on Gawker—requires investing as much shared exposure as you put in. Make a cold calculation: in my case, that meant reframing a year-and-a-half long affair, across half a dozen online networks, and doing it in just a few days.  This condenses everything: how much it hurts, how fast you have to react.  You had weeks or months to attach to one another’s blogs, profiles, and endearingly staged snapshots.  Now you have to delete or address it all, all at once.

We live in public. Those of us who document even a small part of our lives online hit that moment when we realize our audience isn’t just our friends: they’re more like fans. Any girl whose kept a LiveJournal or posted photos of her shoes to it has felt this. In talking about your breakup, you’re addressing those “friends,” not your ex—and if your ex has an online footprint equal to or greater than yours?  Take charge of your own reputation by telling your story—even if that’s to say you’re going to keep it discreet.

Focus, and cause no collateral damage. The heart’s built-in amnesia – time healing all wounds – is not going to guide your sense of judgment in an online breakup. What will give you resilience later is to tell only your own side now, even if that self-imposed silence aches. The one thing I’d take back from my breakup-blogging is a reference to the sex life of someone close to my ex. But addressing the woman who named me in her own screeds against my ex, after those became the subject of comment for our mutual friends? That not only felt fair, but necessary.  In the case of involving those outside the breakup: only expose what you absolutely need to, and only about those equally desperate for the attention.

A pre-emptive makeup? The strange thing is, it really wasn’t hard to read what strangers—who had no interest in my relationship when it was going well—had to say when I was torching it in their RSS reader. It was easy, and easy to obsess on having the crowd vet “what it all meant.” By the time my ex and I reconciled – and screwed, and cried – the worst things we could’ve said to one another had already been said, in front of an audience. Their reblogged attention was gratifying just long enough for us to figure out how little we needed them to make sense of our relationship ourselves.

In mid-September, the beautiful Melissa Gira, wrote a piece about me in Valley Wag. It was called “Porn Marketer teaches you how to use Twitter”. I laughed at myself. Porn marketer I didn’t know I could get that title.  Thanks Melissa, I love it.

Since then, Melissa’s column was cut and I wanted to vocalize my dismay, it is really a shame. I only read Valley Wag because of Melissa. It drew me in to exploring the rest of the website. My link to her column will remain in my “Fix List”.

Many publications cut their sex columnists - supposedly because of the economic state and needing to tighten budgets, cut the fat.

My initial reaction was “Big Mistake”.

Sex is just as comforting, distracting and fulfilling as the macroni and cheese, good books or  reading the latest “stay positive” article. Mainstream Sex, ALT sex and even Kink Sex are just as relevant as anything else that could be published.

You had brilliant minds working hard to add value to their media outlets (Audacia Ray, Regina Lynn, Tristan Taoromino).

My Questions: Do they feel it was an easy line item to help their bottom line or did they did it to change public perception of brand in the midst of the economic crisis and political changes?

I would interested to see if there are positive effects after excluding the sexual voices that provided knowledge and education to their mainstream audiences; I think Valley Wag, Village Voice and Wired will find many drawbacks to hasty decisions.

I was working on my Tumblr a few weeks and came across this post from Melissa Gira. I chuckled a bit, I have been thinking about public perception <of me> as a writer/blogger/character and I read this:

This is not a compliment.

On that same thread: I’m tangling hard with this notion of public persona. That for whatever reason, writing about sex gives some people the idea that you are available sexually to them (this is not new, this is something I’ve noticed a long time ago). But this being commonly understood as a consumable girl is hitting a breaking point for me. Does it mean I can’t flirt-for-real in public spaces without being perceived as buying into a role, without agreeing with that being pegged as The Sex Girl?

I was never that girl. I never played against my own intelligence to make men comfortable around me. I come on strong by being open, not teasing. I don’t look for strength in men’s eyes that way. As temporarily delightful as cocktail conversation may be — until our cabs come — I get my real and lasting courage from my own vulnerability. I can only trust my sense of worth to be safe with those unafraid to love me, not someone who finds me amusing five minutes at a time.

This is the year of being smart about being seen.

Thank you Melissa. You said what I was looking for.

I don’t know why men (yes, it is men only - never women) think because we write about sex, marketing sex, sex & society et al., that we are available. I was astonished to find how many mainstream, social media/SEO men would contact me via Twitter or Facebook to see if we could have “drinks”. I was excited at first, “Wow - mainstream people take note of my work and wanting to meet!”

Uh, I realized that “coffee” was not their intention, it was can I get a free piece of ass and someone to support me. This progressed into another interesting phenomena: When I would attend webinar  as “Callie” that I would receive emails from employees of the companies that hosted the webinar. Again, I thought it was about the company itself, but it wasn’t. The only thing it was about was their employee’s side adult businesses, or should I say - wanna be businesses. It prompted the series I wrote on being an ethical marketer. I’ve learned some valuable lessons.

So now I can say - No, you will not fuck me and no, I am not gonna teach you to be an adult marketer for free. You will PAY ME - for marketing consulting, not for sex that is.

I’ve spent the last couple of weeks rethinking our business model and direction based Melissa’s comment about being smart about being seen. So you will see me again, just in different directions and areas. Looking forward to engaging conversations again.

Callie

New Twitter: http://www.twitter.com/AdultMarketing

Adult clients/business are embracing social media (hopefully I have something to do with that) and are finding creative ways to engage with their customers through Facebook and Twitter. They are also starting to use LinkedIn to expand their professional networks in lateral and vertical markets. And that is exciting. This month alone, my professional LinkedIn has grown by 25 contacts!

Many of them have asked me, “How do I integrate my social media into my current site/blog? I don’t want to just LINK to my profile, I want to make it all interactive.” Especially as it relates to Facebook.

Note: More and more adult bloggers & business owners are moving to Wordpress for their blogging platform because of simplicity it provides as a content management system.

So I am doing my usual wordpress hunting for better than semi-sweet articles on the latest and greatest wordpress “addie thingies,” aka plugins/widgets, and I found The Fatty Talks by Adam Hirsch. Okay, the name alone cracks me up. I like what Mr. Hirsch posted as the best plugins/widgets for embedding facebook to your wordpress blog.

WORDPRESS.COM ON FACEBOOK:

WordPress - Create a Wordpress.com account AND access your account from directly in Facebook. Publishes from Wordpress.com accounts into Facebook News Feeds, Mini-Feeds and adds a box in your profile that is customizable.

• Sorry, I hate it, not a very good thing, only works for like 12% of people.

WORDPRESS.ORG ON FACEBOOK:

WordBook - This plugin essentially allows you to cross-post to your Facebook account directly from your WordPress blog.

• It’s nifty and works really well. You can just import the RSS Feed from your Wordpress blog to Facebook though.

FACEBOOK ON WORDPRESS.ORG

Facebook Photos for Wordpress Plugin - by TanTan Noodles  - “This WordPress

plugin provides easy access to your Facebook photos by allowing you to easily post them to your blog. After you have linked the plugin to your Facebook account, photos you upload to Facebook will automatically show up in a convenient ‘Photos’ tab in your WordPress powered blog (see screenshot below). You can choose to use either small, medium, or large sized versions of your photos.”

• It really cool if you are anti-Flickr. But Flickr has an automatic integration widget for the free .Wordpress.com blogs. Get the Flickr on, even if it is Yahoo. Yahoo is anti-adult as most of  us know, but we will still use Flickr and Upcoming because they are cool.

WordPress Fotobook - Fotobook is a WordPress plugin that will link to your Facebook account and import all of your photo albums into a page on your Wordpress installation.

• Works very well, especial for the new user. Nothing all that special, see notes above.

Display in Facebook Live Users and and Latest Posts -  Lester Chan created his own plugin for his Gamerz blog, however, he is offering the source code.

• It’s really cool. If you have the skills, get this.

StatusPress - Plugin that takes your Facebook status updates and puts them onto your WordPress blog

• Another one the works out of the box, but is very twitter like. Use Twitter Tools if you are into micro-blogging. And use the first version, all the later versions give me issues of one kind or another. They are fixable, but problematic.

Add To Facebook Plugin - Adds to the bottom of every post an “add to Facebook” link

• Ummm, just use ShareThis, or Social Bookmarking, unless you ONLY want the Facebook add button. But why would you do that?

Thanks Mr. Hirsch for the outline. Loving it.

I was reading Marketing Prof’s Daily Fix (what can’t you find on twitter?) and was surprised on how much his posting on Dirty Leaders are Good, Sometimes corresponded to the book I am currently reading (see below).

Steve Woodruff states, “There’s a price to pay for rising above the crowd and seeking to lead. You become a target. Dirt bombs and mudballs find their way into your orbit, because if you win, someone else loses. And that happens in business as well. If you are a thought leader, or a dominant player in the marketplace, or an innovative competitor creating disruption, one of the spoils of success is that you’ll be attacked. Perhaps you’ve actually earned the opprobrium of your detractors by wrong or ruthless business practices (that kind of dirty leader isn’t good!), but perhaps your character is being publicly assassinated simply because of jealousy or hatred. It’s hard to break new ground or expand into new fields without stirring up some soil. One way or another, few leaders escape getting dirtied. It comes with the territory - the territory of success!”

All I can say is, AMEN! It’s the truth! If you are trying something new or taking a different approach, don’t be afraid to do it and don’t be afraid of the mud that is going to be slung your way. What Steve is talking about are the Laws of Attraction, Forgiveness and Karma. And how positive action and non-resistance will help any individual achieve our wildest dreams and goals (read Florence Shinn if you need more).

Being ethical is what I founded my business upon. Providing my clients with solutions that people couldn’t/wouldn’t give them was my driving force. I am thankful for those I work with every day and I will continually do well by them.

Be Ethical, Be Legitimate. Anyone can work in adult marketing; there are many “designers, developers and marketers”. But I use those terms loosely because many “adult marketing companies” aren’t ethical. They under deliver, over charge and build websites on platforms that their client can’t understand, thereby making them slaves to the webmaster. When did the term adult become synonymous with the term idiot? Just because a client’s business is adult related, it doesn’t give their marketing team the right charge astronomical prices for third-rate service. Sooner or later, a client will speak up, vocalize their discontent and you will lose all your business.

Did you know? An individual adult entertainer usually makes $200,000 to $350,000 per year. A heavily marketed, niche adult website with creative, unique content can make up to $1 million per year. The average investment in marketing & publicity is about 15-20% of the gross income.

Being ethical and being legitimate is the first step in being successful.

Be More Than A Designer: Be A Developer, A Marketing Strategist, An Advisor and A Visionary. Anyone designing adult websites should be able to build just about anything. PHP, CSS, HTML, Java – I don’t care, you better know it and be able to do it well. I am not a designer, I am a marketing strategist; but my design team – Ope/Zig (the best) – can do anything a client needs them to do. They make it a point to test and demo all the adult related content management systems out there. By doing so, they know the best platform for any client site. If a client comes to us and loves what they have, we can work with it, but we work to improve it. If they don’t like it, they identify what isn’t working and develop several alternatives for them. If we have to, we will build what they want from scratch.

I strive to be more than designer, I strive to be a visionary. I not only create a site, I develop a strategy and a vision for the client. Now some clients aren’t ready for it, whether it’s a financial limitation or a mental step they aren’t to make yet, I make sure concept is there from day one. I visualize their BRAND and what it could be, even if they themselves don’t see it yet.

You have to ask yourself, “What is this company or individual’s five-year plan?” Next, work backwards from there. You are still building their brand, even if it’s an individual person and a name. You have to consider what would hurt that brand, what would dilute it and what would make it stronger. Throw in the average shelf life of adult name/product popularity and it’s some work!

If you have an idea that could be “The Next Step” and blow/transform their image into another lucrative income stream, you must present it to them, even if it’s risky. If you don’t present it, you are a bad marketer and don’t deserve their business. You need to be a visionary and an adviser because things in the adult market become tired quickly. It’s your duty to continually maximize their ROI; that’s what you are being paid for.

Have Standards and Integrity. This is where humanity comes in and I gotta get gritty. Our clients are people; treat them like people.

1. If you can’t get over nudity and provocative content, then this line work isn’t for you.
2. If you think you can use your status as an adult webmaster/marketer to try and meet adult professionals for your “personal” gain, then this line of work isn’t for you.
3. If you can’t imagine doing an online video series focused on selling couture sex toys and leveraging social media outlets like Twitter and Facebook to promote it and drive online sales – then EXIT STAGE LEFT.

What I Am Saying: Treat your adult clients like your corporate clients. Put all you know into practice and give them tangible results based on clear, ethical marketing practices. Make sure they have the proper tools to manage their content can do all the things they want to themselves. It allows you fill in the services that they fall short on and make you a more effective resource.

Play Nice With Others. There are great adult marketers out there. Play nice and make friends, you never know when you are going to need them. I keep in contact with the people I know have ethical standards and we trade and refer work whenever we need to. In fact, make sure you follow @PBVixen and @MasterRobyn on Twitter, these people have mad skills and I would work with them and for them anytime.

Many of use Twitter. And all who use it, become ADDICTED. And everyday - at least three times - we get the dreaded “Twitter is Over Capacity.” The Whale, fails. We proceed to beat our heads, scream and shout obscenities.

Like an addict & withdrawals, we are unpacifiable until the whale stops its fail and our Twitter returns.

Well, what happens when Hitler’s twitter fails (it’s supposed to be funny, not upsetting).

Click: HERE