I want to start off by thanking Natalie, Tara, and all the ScoresCash crew for the terrific job they did in creating the NYCExpo. For a first time Webmaster gathering, the show was very well organized and the seminars were very informative.I want to start off by thanking Natalie, Tara, and all the ScoresCash crew for the terrific job they did in creating the NYCExpo. For a first time Webmaster gathering, the show was very well organized and the seminars were very informative. The show was attended by more of the experienced crew than by new Webmasters, and that allowed a higher level of conversations to continue. After talking to a couple of the newer Webmasters, I am sure they received more education then they could have imagined.

Two of the seminars on Friday, April 25th were:

Affiliate Programs, Sponsorship and Sales – Starting / promoting an affiliate program, taking advantage of resources and how to determine what programs work best for you.

Marketing and Advertising – Traffic, submitting to TGPs, email marketing, marketing paysites, geotargeting, keyword and search engine submission.

The two seminars were combined into one and the experienced panel consisted of Tony from PlatinumBucks.com, Ray from ScoresCash.com, Kaiser from AdultNetsurprise.com and was moderated by Aly from Python.com.

The forum started with how to get Webmasters to join your affiliate program. The answers were numerous, and the concurring advice was to do a combination of things starting with Kaiser’s recommendation to attend the smaller shows in order to better network with Webmasters. He then recommended that you need to create a “presence” in the industry by being on the boards, being of help to Webmasters and following up with them once you’ve made contact.

Tony agreed and also added that you needed to show your personality to separate yourself from others. Everyone concurred and stated that you should get a face behind your product. It’s not enough to promote from banners and boards, but you should be out networking so that people have someone they can go to with questions.

Kaiser then proceeded to explain that the best way to get the attention of Webmasters is to show them how to make money in the industry. By using your experience, and sharing that with others, you are making yourself a needed resource. Aly mentioned that, in addition, when you do meet Webmasters, you need to follow up. Too many people are unresponsive. It is imperative that you answer everyone’s emails and calls.

Tony recommended that you use ICQ, and stated that he tries to respond quickly. People appreciate when you can respond within 20 minutes and it goes a long way toward building a relationship.

Aly asked the important question of how to get people to join your programs. Tony answered with the idea that you should send emails with site conversions, post testimonials, and be creative, showing people making money with your program. Aly then added that you should create a newsletter and send it out regularly. As well, Tony added the importance of direct marketing, and Aly talked about the use of banners, mailers and other forms of marketing, suggesting that you use more than one method.

Ray added that they have a way of tracking sales with pin codes, which shows uniques and joins, and where they came from. It is important to show your Webmasters what works and to provide tools for them to do this.

Kaiser told the audience that they have gathered a large number of “opt-in” emails and that they send mailers to their clients with activities, ideas, and new products. He suggested that it is most effective when sent out with the right amount of information (not too much), and with very little in the way of pop-ups, or distracting banners. He also added that he runs a live program every day at noon P.S.T. and his clients know when and where to reach him. In regards to emails, he recommended that scripts work better than HTML, as there is a perception that anything too well designed tends to be construed as “pre-canned”, and not as personal. Ray added that it still comes back to personality in building these relationships, and Aly pointed out that the follow-up gives you the best bang for your buck.

It was also recommended that you should buy sponsor banners on the boards, which will give your programming a marketing boost as well as allowing you to talk about your program on the board without it being perceived as spam.

If you have a large program, Tony recommended that you use your sales people to be the buffer between the Webmasters and the program, and that they should be in direct communication with the Webmasters to field questions. Sales representatives also should be monitoring the boards to prevent a small issue from going rampant.

Aly then recommended sending out emails with the best converting sites. Tony added that they also pay a referral fee for bringing in other Webmasters. He felt that if the Webmasters were getting paid, they would represent you better.

It was mentioned that there are currently 220 industry chat boards, and that you have to know the personality of the board in order to do well. Know if it is a social board versus a newbie board, versus a serious Webmaster discussion board. These boards, it was agreed, will help you build relationships with your Webmasters, as will the Internet radio shows like Albumside with Dokk, or YNOT Bob’s Humpday Lunch Radio Show.

When on the boards, Aly felt it is not good business sense or profitable to “go off” on a Webmaster. There is nothing to be gained, and even more to lose. Too many people get involved in conversations that aren’t their business, and that you should only jump in if it is directly related to you and can be beneficial. Kaiser warned of people spending too much time chatting and not enough time working.

It was then suggested that at the Webmaster gatherings you should try to meet the people you don’t know, and not concentrate on the ones you do, or to hang with your own company’s employees. Most importantly, it was stated and agreed that it is a lot cheaper to keep a customer, than to get a new one, and that you should focus a lot of your attention on making sure they are satisfied.

This seminar truly highlighted the basics of promotion and reminded all of us of the traps we regularly fall into. I was glad to attend and I felt the speakers were correct in their thoughts. I thank them for being so forthright and candid with their ideas, and I look forward to talking with them in the future.

Craig Tant, VP Marketing for Mansites.com has been in the industry several years and is one of the former owners and VP of Sales for CCBill.com. Now in charge of marketing for one of the largest free gay AVS websites in the world, with one of the best conversion rates in the industry, he can be reached at craig@mansites.com.