Online dating has changed the way we meet people. Thanks to smartphones, tablets, and the internet, it’s never been easier to find someone with whom you share an interest in traveling, cooking, or going to the movies. But how does marketing fit into the world of online dating?
The Growth of Online Dating
People actively use online dating services for various reasons. According to a recent report from the Pew Research Center, 66% of American adults have used an online dating service, and 29% are familiar with the concept. Here’s a breakdown of the main reasons why people use these services.
- Search For Possible Matches
- Find New Friends
- Keep In Touch With Old Friends
- Meet New People
- See What’s Popular
Why Do People Use Online Dating?
Thanks to smartphones, the internet, and social media, the popularity of online dating has increased substantially in the past few years. Some research has shown that nearly 80% of American adults searched for a romantic partner online, and 40% of those searches were done via mobile devices.
People are also using online dating to keep in touch with old friends, especially since many social networks now allow users to choose which groups of friends they want to keep in touch with. In addition, many people are now choosing to use online dating to meet new people and see what’s popular.
So why do people use online dating? Find out here.
- It’s Easy
- To Meet New People
- To Keep In Touch With Old Friends
- To See What’s Popular
How Is Marketing Used In Online Dating?
Marketing To Attract New Customers
If you run a business, your main goal is to attract as many customers as possible. This is especially true for online dating services, where the ability to connect with people from all over the world and find some common ground is a major selling point.
To attract new customers, most dating services rely on marketing: email marketing, social media marketing, and website content to name a few. When people come to your site to find out more about the service, you’ll want to make sure they have a pleasant experience and that you stand out among the many competitors. You can also use some of the same tactics to attract users to your product or service.
Marketing To Retain Customers
Once someone becomes a customer of your business, you’ll want to keep them as a customer for as long as possible. This is called retaining customers, or marketing to retain customers. The way you do this is by offering them value and convenience whenever they return. If they are finding what they’re looking for, you can re-market to them via email, social media, or in-store.
Retaining customers is a lot more difficult than attracting them in the first place. It requires you to analyze the data and identify behaviors and patterns that represent a good fit for your business. For example, if you notice customers spending most of their time on your site reading about travel destinations, you’ll want to promote vacation spots in the U.S. if you’re based in the U.S. and Canada if you’re based in Canada.
If you want to retain customers and make them feel like they’re a part of the family, you’ll want to consider implementing a rewards program. Some businesses offer customers gifts or discounts for coming back. If you want to go above and beyond, you can create an account for them on your site and keep track of their purchases, likes, and interactions with your brand. This is also a good place to show them relevant product or service information as well as upcoming promotions.
The Role Of Mobile Phones In Online Dating
Thanks to the increased use of smartphones, the internet, and social media, online dating has gone mobile. Nearly 80% of American adults now use their phones to access the internet, and many of them are using mobile search engines or GPS navigation to get to websites they find valuable.
If you run a business, you can bet that your customers are using mobile phones and search engines to find you. The key is to make sure that when they do, they have a positive experience and that you’re the first business that pops up when they type in their zip code or city name. You can also use the phone’s GPS to get directions to your location, as long as you’ve listed it online.
Responsive Design
Being a good brand means establishing a presence on all platforms. If you’re taking the internet seriously as a marketing channel, you’ll want to make sure that your website looks good on all devices. With so much competition and a million different ways to browse the web, your website’s design needs to look as good as new, even when used on a phone or tablet. To achieve this, you need to use a special type of website design called responsive design.
With responsive design, the goal is to make the website look good on any device, regardless of the screen size. This is a lot more difficult than it seems, so you’ll want to hire a designer who’s experienced in working with mobile websites. If you want to stick with the free and easy WordPress theme, you can use a plugin to make your site mobile-friendly.
Cross-Platform Campaigns
As brands, we’re always looking for ways to reach people beyond the platforms on which we exist. According to HubSpot Blogs’ research, people are four times more likely to engage with content as long as they feel the brand understands their needs. That’s why businesses are turning to cross-platform campaigns, which work with different social media channels and allow brands to target the right audience.
For example, if you’re selling travel destination packages and want to reach people in Australia, you might choose to use Instagram, Snapchat, and Facebook to get the message across. Or, if you want to target millennials in the U.S., you might choose to use TikTok, Instagram, and LinkedIn to broadcast your content.
Cross-platform content can also work well for ecommerce websites. If you sell shoes online, you might want to consider using TikTok, Instagram, and Twitter to attract potential customers to your product. You can also use these platforms to follow accounts related to your niche, so when customers click on a product they see compelling reasons to buy it, based on what they’ve seen before.
Measuring Online Dating’s Effect On Business
There’s always a lot of guesswork when it comes to marketing. But with online dating, the results of your efforts can be measured. This is thanks to the fact that many services, such as Google Analytics, keep track of how many people visit your site, how long they stay, and what they do while they’re there. If you want to use these tools to track the effectiveness of your marketing strategies, you’ll want to make sure that you add a piece of code to your website before you start measuring anything.
With this code, you’ll be able to see what calls to actions (CTAs) are the most effective. For example, you might want to display the “Sign up for our email list” button only when visitors are on your site for longer than three minutes. You can see a full list of CTAs in Analytics under Behavior. To find this code, you need to click on the three lines in the top right corner of any page in Google Analytics. This will take you to the coding tab, where you can paste the above code.
This code will allow you to measure the effectiveness of various marketing efforts. It will also notify you when someone is about to leave your site, so you can stop displaying offers that aren’t relevant to them. If you want to continue to attract potential customers to your site, you’ll want to consider implementing a CRM solution or creating a sales funnel.