Revealing the best marketing strategy for dating sites in 5 steps When you are building your marketing strategy for a dating site, whether it is a virtual dating site or an erotic chat, casual dating with the most varied intentions, from dating to building a steady relationship or more ephemeral dates just for casual sex or extramarital affairs, you should keep in mind this simple fact: dating and marketing have a lot in common.

Revealing the Best Dating Site Marketing Strategy in 5 Steps 1

online dating how so?
First of all, both try to build a lasting relationship. Both require a similar courtship dance for two.

Even the keywords are identical: flirtation, attraction, engagement, and delight. But it goes much further: dating and marketing are rarely as simple as people think.

We had the privilege of working with some of the most successful dating sites in Brazil, such asencontros-casuais.com and sexocasual.net.br, and we spent hours in the end A/B testing all of our activities. We can testify without a doubt that creating marketing strategies for dating sites is difficult. Almost impossible, in fact.

But only almost.

How is it so difficult? At first glance, dating sites are very popular; It’s almost a necessity these days. The target audience is pain sensitive, solution sensitive and even brand sensitive in most cases.

So what seems to be the problem?

In a word: saturation. Almost every month a flashy new dating app is released. To stay ahead of the game, you need to optimize your “flirt skills” and give your users the “first date” of their dreams.

Otherwise, they will fall in love with a better solution.

But enough talk. Let’s dive straight into 5 of the best dating site marketing strategies:

Strategy #1 – It’s a combination! find your niche
In dating and marketing, it’s important to know what you’re looking for. They say that there are many fish in the sea, but they cast a very wide net for love or clients, and it will end up being expensive. Cast too narrow a net and you will get nothing of value.

Before looking for users, you must know your target audience. Users can be divided into numerous groups and categories.

In general, the online dating industry is very diverse. There are dating sites for straight people and dating sites for the LGBT community.

If there is a group of people looking for love, there is a dating site for that. If there are people looking for sex with no strings attached, there is also a specific website for this type of dating. When it comes to marketing strategies for a dating site, it pays to understand user preferences.

In a recent survey by the English dating site LaBrigna, straight men in the UK were asked what trait they look for in a life partner. Most responded: a quiet girlfriend. Straight women, on the other hand, are looking for a person who values ​​love over success. Meanwhile, people of the same sex say they are looking for someone to accompany them to the pub. These specs can mean big changes to your site’s UX and marketing strategies.

Tip
Whatever your niche, knowing your audience is just the first step in reaching and converting users.

Strategy #2 – Find the right Influencers for your audience
Unsurprisingly, the majority of people using dating apps and websites are between the ages of 18 and 34.

This is the case for serious dating sites like Zoosk, Match, and eHarmony, as well as more casual dating apps like Tinder or the aforementioned dating-casual.com or sexocasual.net.br. Seventy-nine percent of Tinder users are millennials (people between the ages of 23 and 38). According to the Labrigna UK survey, 64% of its users are millennials, and only 11% are over 45 years old.

Niche dating sites for singles over 50 are the exception rather than the rule.

Millennials see brand marketing differently from previous generations; it is a well known fact. A McCarthy Group survey found that 84% of millennials reject traditional advertising. A 2018 survey by Fullscreen found that 44.3% of people born between 1986 and 2000, a group made up mostly of Millennials and some Gen Zers, are more influential than brands. Respondents were 50% more likely to buy something recommended by a “digital pioneer” – an influencer with more than 1 million followers who became famous online – than by a celebrity with more than 20 million followers.

Tip
Using influencers with a strong reputation for dating experience could be the right marketing strategy for your dating site.

Strategy #3 – Don’t be shy: Aim for the target
There are certain fundamentals common to all types of online services. Whether you’re in the business of dating sites, online home loans, or food delivery services, user intent matters a lot.

In dating, people give certain signals when they are interested (and not interested). Their body language changes, they create opportunities to touch or get physically close to the other person (or on the other hand: to get to the nearest exit!).

The same applies to intentional marketing. There are specific signals that appear in the user’s search query. What is intention marketing? In short, it is a type of digital marketing that targets high-intent users, that is, users who have decided they need a product or service and are now ready to compare brands and eventually buy a subscription.

When it comes to search, user intent and signals can be broken down into 3 categories: browsing, information, and transactional intent. Transactional inquiries are where purchase intent is at its peak. A user types into a search a branded search like “matching dating site” or “sign up for Zoosk”, or an unbranded search like “best dating sites” or “dating site comparison”. because the user has not yet committed to a specific brand. Unbranded queries are on the rise in many industries.

Tip
Make sure you rank high for keywords with a high degree of intent, such as “best dating sites for christians.” Create effective content that is optimized for search engines.

Strategy #4 – Use data to improve your activities
Continuing the analogy between marketing and data, a pay-per-click (PPC) campaign is a bit like a first date.

Why?

Because in any case, you make the investment (fancy restaurant, new jacket, flowers for the old) before you have any idea what the payoff will be. The optimal price depends on whether you are going to convert your target (client/date) into a partner. But it’s a long shot, right?

Well, maybe it’s true for dating. But not for marketing.

Fortunately, dating terms are not the most expensive to buy. That title applies to consumer finance inquiries like “car insurance price quotes” and “best home loans,” which can be very expensive. The thing about these keywords is that they offer conversion rates of up to 24%, while a conversion rate of 1% to 2% is generally considered a good benchmark in Google AdWords.

Data analysis is a crucial part of any intentional marketing strategy. For every industry and every brand, there is an optimal cost per click. Paying more for non-branded keywords can be a good thing if it gives you users with high intent and conversion readiness.

Tip
Focus on non-branded keywords like “best dating sites” and even clearer keywords like “best dating sites for people over 50”.

Strategy #5 – Direct Conversion Action – Interaction Issues
Of course, getting users to visit your dating site or download your dating app is only part of the equation. The next step is to get them to convert (subscribe or buy a feature in an app). The best marketing strategies for dating sites take into account the importance of interacting with users. Providing added value through engaging and informative content is a proven tactic in many different industries. Transparency about rates and services is also important.

Another way to convert with delight is to create an interactive marketing funnel that helps your prospects better understand their dating goals.

Another thing that many brands overlook is the need to cater to mobile users. If you are looking to attract users to your dating site, the need for a mobile strategy becomes even more urgent. A trend frequently discussed on this blog is Google’s migration to mobile-first indexing. Google moved in this direction after noticing that mobile searches had overtaken desktop searches.

For brands, the challenge is to convert users to mobile devices. For this reason, it is important to have a website optimized for mobile devices. If the ultimate goal is to get users to download a mobile app, then a mobile-optimized landing page with a link to your dating site on the App Store or Google Play is crucial.

How to Choose the Right Name for My Site?

Tip

Think about engaging funnels that will add value to your leads. This can be a nice quiz, survey, game, etc. Make your website delicious, fast and mobile responsive.

conclusion
Marketing, much like the dating game, is equally exciting and terrifying. Approach him the right way and you just might find a (life) mate. If you get involved in the wrong way, you will end up alone, frustrated and with a lighter wallet.

A strong intentional marketing campaign is just the ticket to attracting the right users at the right time. If a person is looking to compare dating sites or apps, they are likely to be won over by one brand or another. The question is: will this brand be yours?

 

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