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Online Dating Marketing. Part 1: SMM

Online Dating Marketing. Part 1: SMM


Quite a few SkaDate Dating Software customers come back to us inquiring about the promotion of their dating sites. That’s understandable. Once you’ve got your site set up and chugging along nicely, the focus inevitably switches to marketing. Luckily, we have our very own Basic SEO Setup service to get you started. But there’s also so much more info that we can share with you, thanks to years of experience in the promotion field. That’s exactly what we are planning to do in the next few weeks with a series of dedicated marketing posts.

Let’s get the ball rolling with SMM – the seemingly easy, but still elusive Social Media Marketing. After all, that’s the topic of one of the most frequently asked questions we get from our clients. Oh, and that’s the format we’d like to use for these posts – giving answers to real questions from real people. Without further ado here’s the SMM FAQs.

Which social networks should be used for site promotion?

All of them! Seriously though, asses the time you can allocate for managing all the available accounts, and get cracking from the top of the line. Obviously, the priority should go to what’s more popular in your country/area, or the location your dating site is targeting. While Facebook seems to be the easy answer, remember that Twitter is number one in Japan, while VK tops all in Russia, like QZone in China.

In any case, you must not treat social media presence as just a fad. It gives you additional venues for communication with your audience, becomes a news distribution platform, creates new feedback collection tools, not to mention the greatest benefit of all – working wonders for your dating site’s SEO (Search Engine Optimization).

But yeah, Facebook, Twitter, Google Plus, and Instagram are the must-have platforms.

Can I use my personal Facebook account to open a business page?

Sure, that’s perfectly fine. Most people do that already anyway. Later on, if need arises, you can add more accounts to your business page, since you’ll be the administrator. Do whatever feels more natural to you.

Can you tell us more about that “Content Management” thing?

Ok, let’s talk Content, also known as the stuff that should appear on social media. First things first is the posting frequency. You’d be surprised how often people forget about common sense and moderation. Think about it – no one wants to see their newsfeeds inundated by a stream of consciousness from any kind of Internet project. It will just frustrate your readers, which will lead to negative perception of your brand. Keep that in mind – 3 to 5 posts per week should be enough in most cases.

Another thing to remember is that different social network require different approach to content selection itself. For instance, Facebook audience is likely to spend more time reading and going through your posts, while Instagram community is used to quickly scan the feed of short messages, only pausing for the most striking, interesting and visually appealing images.

Going back to the aforementioned common sense and moderation. These things also come to play when balancing out those of your postings that have a more commercial intent. You know, the ones like “C’mon people, join our webzone! Over 9000 singles are still waiting there to meet their perfect match!” That’s going to get old pretty fast if all you put out is ads and calls to action, leading to unsubscribes and missed site registrations.

Indeed, there are tons of other useful and interesting content you can post, like news related to your niche or online dating in general, information relevant to your particular community, or even tips and top ten lists – that stuff always works like a charm!

One key moment not to lose in the mix is the commercial promotion of your business pages and posts. Sad but true fact – nowadays it’s extremely hard to get new subscribers and wide coverage organically, unless you pour lots of cash into viral marketing. Thus some semblance of a commercial approach to the most important posts should ideally be in place.

In short – be open and friendly, as well as discreet and creative – that’s the simple recipe to get the social networking crowd interested in your project.

In the next few posts we’ll delve deeper into promotion, polls, page visualization, and tons more of usefull stuff. Keep watching this space for updates, and don’t forget to share this article if you find it interesting or useful.