Over the past decade, online dating has overturned stigmatic attitudes and become one of the most prolific mobile app categories. Your dating app marketing strategy has to be air-tight, ensuring you show users what makes your dating app unique, fun, and applicable to their individual needs. In this guide, we explore how to market a dating app in and push toward your most ambitious targets — including where to start, managing your online presence, paid user acquisition and best practices. Apps such as Tinder, Bumble and Grindr dominate the mass market, but there are plenty of opportunities to find your niche and build a loyal community. Defining your target audience is a critical step to ensuring your community will build organically and is an effective way to improve your value to users. Once you know your unique selling point and what defines the users who need your app, you must develop how your vision will be communicated to potential users. This will enable you to keep interested users up-to-date with your launch and any other updates that may be of interest. This approach will also help you solve the initial challenge of launching a dating app with an enthusiastic community from day one. Setting up a regularly updated blog on your website is another way to generate interest in your approach to online dating.
How to Gain a Critical Mass of Users for Your Dating App
Gaining a critical mass of users is the paramount challenge for startups. To attract users to a dating app, you should make sure that you already have enough users on board from the very start. How to get users for your dating app is one of the most difficult questions you have to answer. You must define three things before your get your first users onboard: 1 who your users are, 2 how they should see your app, and 3 why they will prefer your app over others. You must always keep in mind the audience that your app targets.
Now put your hands up! When I got out of my last relationship, my boss suggested that the best thing I could do was throw myself into my work. Or—maybe most importantly—what NOT to do when trying to build a relationship. And if not, at least it will provide some entertainment. So, here it is—4 things that online dating has taught me about personalized marketing :. That sounds more aggressive than is appropriate, but love is a battlefield, right?
And on this battlefield, each online dating platform requires a different strategy. Coffee Meets Bagel heads even further down that spectrum, while services like OKCupid are allegedly for those looking for more committed relationships because the buy-in is higher more in-depth profile, sophisticated lead—er— match scoring, etc. Then you also have The League, which boasts quality over quantity, while Bumble emphasizes the idea of women leading the charge.
I realize that each app is in and of itself a different marketing channel. The key difference is that in marketing, different channels must live in beautiful harmony. While your interaction in online dating will likely start in one app and never evolve to another, in marketing you must keep the context the same across mobile, email, social, digital, and beyond.
Online dating teaches us to know the capabilities of your channels and execute on them, understanding what your audience expects. Dating is quite possibly the most humanist of all the relationship realms out there.
4 Things Online Dating Has Taught Me about Personalized Marketing
Dating apps are maturing in usage. From starting out as a niche, they are becoming an accepted and mainstream way to meet a partner. Three in ten U. For dating apps marketing on social media platforms like Facebook in , the bar for entry is high. Gone are the days when dating apps were littered with click-bait.
Despite this demand, over 90% of online dating startups fail. Your dating app marketing strategy has to be air-tight, ensuring you show users.
First and foremost, both are about building a long-lasting relationship. Both require a similar courtship dance for two. Heck, even the buzzwords are identical: hook, a ttract, engage, and delight. But—as we found out at Natural Intelligence— it goes much deeper than that: dating and marketing are both rarely as simple as people think. We can full-heartedly testify that building marketing strategies for dating sites is hard.
Almost impossible actually. On the face of it, dating sites are super popular; it is almost a necessity these days. The target audience is pain-aware, solution-aware, and even brand-aware in most cases. In one word: saturation. A new and flashy dating app is launched almost every month. But enough sweet talking. Before searching for users, you must know your target audience. Users can be broken down into countless groups and categories.
The Natural Intelligence comparison site for dating sites has listings for broad-based dating sites that cater to all users and to niche dating sites that include everything from casual dating to singles over 50 to Christian singles.
Online Dating Advertising
The s saw a quiet revolution that no one seemed to notice or acknowledge. However, even without social pressure to find a date, around 60 percent of U. So what are the secrets to such enormous success?
Despite the growing demand for dating apps, about 90% of online dating startups fail. Thus, the dating app marketing strategy has to be.
There are a bucketload of online dating apps, from new players to household names like PlentyOfFish, Match. With those sort of numbers working against them, the most successful online dating sites focus on one key metric:. The savviest apps have figured out that email has the power to drive customer activation and increase customer retention. Here are four email marketing lessons you can learn from the fast-paced world of online dating!
I recently spent some time working with one of the founders of 7pmAnywhere about activating new customers. Tools to help you design, automate and coordinate the messages you send your customers, whether you have 1 or 10 million. Having never used online dating before I was extremely interested as Amir talked me through his competition, their business models and how they operated. How do they keep people coming back? After receiving many interesting emails from these companies over the last six weeks, here are the key email marketing lessons you can take away and apply to your own campaigns.
This has got to be the number one focus of every email sent by online dating sites.
Of course, in-person social skills are still critical. But in this day and age, technology makes finding the right match—in both love and business—a more informed, strategic process. Honesty is big in a relationship—and it starts with being honest with yourself. For example, some people want a serious relationship. Define your goals for your content marketing strategy.
Are you trying to drive brand awareness, or are you a revenue marketer who needs to tie all your efforts to lead and revenue results?
Online marketing, when done right, can show customers that your brand is their perfect match.
How to avoid the dreaded left swipe on your mobile marketing and start making connections. As marketers, we seek, initially, to attract. To attract people for a first time encounter, and then to charm with enough verve, to click with enough chemistry, to provide a certain something, to keep people coming back. The whole getting-to-know-you bit that historically happened in person now happens through thumbs and screens. By the time you really mesh with the person on the other end, you may have an idea of them in your head that is not at all what you thought it would be.
Communication can be stifled. The ick factor can kick in. And before you know it, you or they are hightailing it in the other direction. Ok, read the last few sentences and apply them to online dating. Now apply them to digital marketing. And, not for nothing, maybe our professionalism as marketers can inform a better personal experience of online dating!
Marketing Director increases revenue by 20% for leading online dating company
Last month, Facebook rolled out its dating feature in Malaysia and Singapore, adding on to the list of dating apps currently available in the region. According to data from Smaato, dating apps attract higher eCPMs than gaming or hobbies and interest apps. Similarly, dating apps also boasted higher click-through rates CTR — more than double that of gaming apps.
The global online dating market was valued at $ million in , and is projected to reach $ million by , growing at a CAGR of.
Invalid Name. Invalid Email. Invalid contact no. Invalid Security Code. The dating service industry has exhibited strong growth in terms of sales, and has been evolving continuously over the past couple of decades. This is attributable to rise in number of singles around the globe, especially in North America, Europe, and Asia-Pacific.
Surge in internet penetration around the globe has resulted in significant growth of the online dating services market. This has given immense opportunity for service providers to gain traction among their target customers by coming up with customized features that cater to the needs of customers.