For many of us, the pandemic situation of 2020 has replaced the daily office commute with zoom conferences. But working from home has inspired some to consider alternatives to the daily grind, with more and more individuals looking into running their own businesses. With online dating becoming one of the most popular leisure activities of the modern era, a dating site could be an ideal subject for any budding entrepreneur. Here are three crucial marketing steps you will need to take before launching this type of online enterprise.
Strategic positioning
In the context of the marketing steps you must take, strategic positioning is crucial. This is all about establishing the particular aspect of an already crowded marketplace you will be targeting with your dating service. Where you choose to position your website will underline your potential for success. Here the key questions you have to keep repeating, mantra-like, are which customers are you keen to attract, and what reasons would they have for choosing your site over your competitors? Are you going to focus on casual encounters or something longer-term? Do you see your site falling within the remit of generic sites with various sub-headings, or are you going to drill-down to a particular niche area of interest for people with specific orientations or tastes?
Introducing your brand
If the background to your startup is a major step to factor into your marketing strategy, an equally important one might be described as the elements that will form the foreground: your brand. In an industry that seems already cluttered with options, any new ventures will need to stand out. Your branding will encompass many integral parts of your operation, from the name of your startup to the logo you populate your webpages with, through to graphic design decisions like color schemes and font styles. This stage will require a lot of research into providing the most innovative solutions. Which logos are likely to catch the eye of prospective customers? Be as creative as possible in these early stages – once you commit to this brand it will be difficult to change course further down the line.
Web presence
Maintaining a strong handle on your web presence will also be vital to the success of your business. The successful launch of a dating site is dependent on strategic positioning and brand, but also the platform itself. The page design, site layout, navigation, integration of images, and financial systems must be all be robust and tested to guarantee a positive customer experience. Before going live, your marketing strategy should account for testers being given login permission to the ‘development version’ of your site, allowing them to spend time finding their way around. If there are issues with navigation or links not working, these must be ironed out before you launch. In blueprinting the basic components it would be worth looking upon your website as more than just a place where singles will be able to interact. Aim to be providing a rich array of functionality for customers. Incorporate interactivity – forums, chat rooms. Link to social media outlets. Design for access from different sources – desktop, smartphone, or tablet. Ensure your content is compelling and seeded with relevant keywords.
It might seem as if all these details add up to marketing a dating startup being a fairly complicated process. But the beauty of online businesses is you are never starting from scratch. You can tap into a wealth of advice from developers who have already launched successful businesses. Collaborate with this online community, pick up pointers, then adapt.
