It would be no exaggeration to declare online dating has become an era-defining phenomenon. The first commercial site was launched in the mid-1990s, immediately becoming unfairly saddled as being a platform for those singles who couldn’t connect in the real world! If you’ve been drawn to the idea of launching such a venture, here are the crucial five steps you need to be aware of where promotion is concerned.
Focus on your niche
Over the past years, digital dating has evolved into a multi-billion dollar industry, with one-in-three of today’s relationships being instigated via a dating site or app. One of the most important aspects of marketing is to focus on the particular customer base your app or site is targeting. Online dating has evolved to cover such a variety of bases that potential clients will tend to be looking for a particular type of relationship. Rather than popping ‘online dating’ into a search engine, they are more likely to be specific, referring to ‘gay dating,’ ‘local dating,’ and so on. Whatever topic forms your platform’s overriding theme, base your keywords and articles around this.
Reward loyal customers
Another excellent promotional tip is ensuring your key customers remain incentivized. A straightforward way to do this is to dangle the carrot of rewards for their loyalty. Create a tiered membership system that establishes clear lines of differentiation between those who have taken advantage of the free services offered by your site or app, and those who subscribe. Within the subscription plan, charge cheaper rates for those taking out the longest payment plans. In marketing terms, you can make sure these users are granted the appropriate recognition, perhaps by referring to them as ‘premium’ or VIP customers.
Harness existing networks
One of the most notable aspects of the Internet that there is never any need for newcomers to the scene to attempt to reinvent the wheel. There will already be an extensive customer network waiting to be tapped into if you can harness platforms currently attracting users whose profiles might overlap with the type of customer you are looking for. This is particularly the case where social media is concerned. If you can identify aspects of your dating site that would be attractive to social media users, then ensure your pages are seeded with appropriate icons to allow reciprocal links. Use the free advertising nature of Facebook and Twitter to encourage people to share their stories of dating success.
Inject a fun element
Another marketing ploy worth consideration would be looking into areas where your dating resource might crossover into technology offered by the gaming industry. So rather than focusing on the traditional model of a combination of blocks of text interspersed with images, pay some attention to the ways gaming websites hook customers with interactive content, and emoji-rich content. There are all sorts of eye-catching ways to guarantee your customers remain captivated by your contact, and will continue to see what’s on offer.
Be mindful of SEO strategies
Search engine optimization is the lifeblood of the Internet, regardless of whether you’re operating a dating site or any other type of enterprise. People won’t visit your platform if they can’t find it when they utilize a search engine. Not only do you need to ensure your venture subscribes to keyword principles, as well as conducting regular web traffic analysis to assess which words and phrases your customers are using to find you, but you’ll also need to be mindful of modern search methods. Optimize for the increasing numbers of web users who are conducting voice searches.
