Today, dating sites in New York and other US cities have become quite a profitable business. Yet, the growing competition and more attention from people have changed the way such companies can attract new clients.
About 50% of Americans use dating apps and, of course, the most straightforward way to attract their attention is by using social networks. It is no longer enough to pay for ads or target everyone. A successful marketing campaign in social media takes precise wording and a deep understanding of your clients. For example, it makes no sense to offer dating services to people who are already in a relationship or married. And the more precise your message is, the better you can convey trust to your clients and encourage them to choose your app.
How to Use Social Media Marketing in the Dating Domain?
Overall, it’s important to establish trust and credibility and show your users that your app is indeed secure. How to achieve that? We have found at least 6 steps to cover.
Step 1. Be very fast to solve any security complaints
User safety is a crucial characteristic for all users of dating apps. So if your users start complaining about fraud or suspicious people on the website, you should be very fast to react. If they post and repost it on their social media, your reputation will get in danger. Analyze all negative claims that you get on social networks. Respond to negative comments that users leave on your ads or posts about your website. You will have to learn to distinguish between general feedback, unreasonable negativity, and real complaints. Prepare response templates to equip your team with acceptable wordings and avoid confusion created by your own team.
Step 2. Fight discrimination
This is not only about being highly moral but also about saving your business. People who leave discriminative and bullying comments are highly likely not to be your target audience, but… their words can terrify your potential clients, who can recognize themselves in the ad picture and hence try to avoid both possible humiliation and your app altogether. By dealing with aggressive behavior, you show that you take harassment seriously and support your image of a trustworthy website.
Step 3. Show your success stories (if people agree to share)
Posting success stories on your website and sharing them across social channels is your way to prove that your service actually works. It’s better to have genuine stories than to create ones yourself. However well you imagine stories, people will always feel that there is something not true inside.
Step 4. Make your company pages alive
Don’t simply overload your dating app account with ads. It won’t work on social media. Check the most popular social media channels that your target audience uses. And then choose the SN and focus your efforts there. Find a way to always post something special and interesting for your users. Post some cool dating tips by experts and ideas for dating in particular cities. Learn to adapt your content to the format of the social network. Post original videos and ideas.
Step 5. Don’t neglect low-cost forums and social media
Link directories still exist and still can attract traffic to your dating website. Some of them are almost free or quite cheap, for example, Dating-List.com, ProLinkDirectory.com, OnlineDatingDirectory.net.
Also, take a look at Quora and Reddit. Both websites have many feeds about relationships, dating, sex, and marriage. If you are ready to invest time in quality and expert answers, you can get a flow of clients. Not only those who ask questions will be interested in your response but also those who appear on Quora just by asking a similar question on the Internet.
Step 6. Work with the feedback of your clients
Social media is not only about pushing your dating website to your users. You can also use it as a powerful tool to get valuable ideas about how to improve your website.
In addition, you show users that you appreciate their opinion and improve your service to make them feel happier. If you show that you indeed are ready to change for the better, your users will trust you more. And you won’t lose your clients just because your website lacks some trendy and useful features. Loyal users are always ready to give your a hint if you are eager to listen to them.
Use email surveys, live chats, social network accounts, polls, reactions, and emojis as your research instruments. Don’t be afraid of negative feedback. If it is valuable, you can notice a problem that requires solving at an early stage. If it’s just criticism, other users can start supporting you and even reassure themselves how much they want to stay with you.
Do you use social media marketing to promote your dating website? What do you think about the strategies above?
