Social media is one of the most powerful tools in your digital marketing tool kit. If you use it correctly, you can create a strong personal connection with your prospective customers and future white label dating members. However, marketers often make the mistake of diving into social media without a clear plan or strategy.
At best, this is a total waste of time – and at worst, it can lead to a PR disaster. To really benefit from social media, you need to build a clear strategy that takes into account what you’re trying to achieve, who your customers are and what your dating site competition is doing.
As with any journey, the first step in creating a social-media marketing strategy is to understand where you want to go and what you need to achieve. What is the purpose of your social media marketing efforts? Do you want to create or raise awareness of your dating brand? Are you looking to increase memberships, or website traffic, or both? Is your goal to build customer loyalty and increase retention? These goals aren’t mutually exclusive, but you should focus on one or two: If you spread yourself too thin, you’re not going to accomplish anything.
For example, if you’re a dating site owner looking to increase sales, you might decide that you want to generate an additional 100 online leads a month. On the other hand, if your goal is your brand awareness, then you might want to increase the number of times your brand is mentioned on social media by 50 percent. In all cases, these objectives should be directly tied to your business goals, and they should be achievable. Otherwise, they’re just wishful thinking and you are wasting your time. Also, make sure your objectives are time limited. For instance, you need to achieve that 50 percent growth in your dating brand awareness within six months, not at some undefined time in the future.
Once you set your objectives, make sure you can measure them. Find the right tools to track and analyse each one, so that you can quantify your progress. Not only will this let you know when you have arrived, it will also help you to spot problems early and adjust your course if you need to.
Now you know where you’re going, but you still don’t know how to get there. A successful social-media strategy is all about targeting the right people with the right messages. To do this, you need to understand your audience.
When it comes to social media, your competitors can tell you a lot about what works and what doesn’t. After all, they’re targeting the same customers you are. If you ignore your competition, you’re giving up a fantastic opportunity to learn from their successes and mistakes.
There’s nothing wrong with adopting some of your competitors’ successful messaging ideas but also try to create original messages that set you apart — this will help you to create a unique brand voice. Don’t be afraid to get creative as your social media presence should be exciting, not boring.
Not all social-media platforms are the same. You need to choose the right ones for the products or services you’re selling.
For example, LinkedIn is a good platform to target for business-to-business sales so maybe not ideal for Online Dating, while Pinterest may be better if you’re in the dating business. Some of these channels will become obvious when you look at your competitors but see if any relevant channels were overlooked.
Finally, you need to develop a strong content plan that will deliver engaging material. The content needs to align with your overall messaging and be appropriate for the channels and niches you’re using. This is more than just product or sales information – think about how you can deliver real value to your audience. Don’t just stick to one type of media – a mix of videos, guides, infographics and other styles will engage your potential paying members more effectively. Also, don’t think of content as something you post once.
You need to have an ongoing presence on social media, and that includes delivering fresh content on a regular basis.