Content Marketing in the Dating Industry

Find Your Target Audience

Online dating sites have one thing in common: Connecting single people who do not want to be single (although a few specialize in illicit trysts). Beyond that, online dating companies have many differences. Some people want long-term relationships, while others want to date casually or “hook up.”

Some users want to date others who follow the same religion or who have the same hobbies. Still others are looking for partners who fit a certain physical type. Some dating sites target the general population while others focus on a niche, such as bearded men. When you are marketing your dating company, you have to target your ideal consumer.

Tinder is a prime example of this laser marketing. Aimed at the casual dating scene, Tinder has become part of the US cultural lexicon with “Swipe left or swipe right” firmly entrenched in our slang. Tinder presents itself as a young hip company that imposes no judgment on the search for companionship, and it respects that people have limited time.

Consumers can use Tinder at a moment’s notice, working it in between lunch and their 2 o’clock appointment. Some people who meet on Tinder do establish long-term relationships. When people meet, anything can happen.

Getting your dating enterprise going means researching the market, including your competitors. Identify what groups are slipping through the dating cracks and target them. Our Time targets those over 50 who want to date, establish a relationship or marry. The site appeals to those who have been divorced or lost a long-time partner and who want to begin again. The content appeals to mature and not “old” individuals and makes it easier to date again.

Each of these successful companies researched the market, their consumers and their competitors before settling on their core audience. They aimed their marketing efforts at that well-defined group.

Establish a Dating Philosophy

Your website and other advertising need to convey your company’s dating philosophy. Of course, you will gear this philosophy toward your target consumer and create your brand around it. “Get together and have fun” is not going to cut it. You will need to create one that is simple and logical. Remember, before you can convey a philosophy, you have to fully understand it yourself.

Match.com has been around since 1993 and has built a solid reputation as your conservative go-to for dating help. Its philosophy is to take the “lottery out of love” by allowing members to create in-depth profiles that allow them to match with others of similar interests and goals. Match.com’s content claims that there is a match for everyone, as they demonstrated in the already iconic ad where 2020 and Satan match and establish a happy (and frightening) relationship.

By its name alone, Plenty of Fish clues you in on their philosophy. There isn’t just one person for everyone; there are many suitable people. The company’s goal is to help its members find others with whom they can have a deep and authentic relationship. “Less glitz and more grit” could be their slogan. Some sites may still advertise soulmate connections, but Plenty of Fish is more down-to-earth and sensible.

Your content writing should clearly establish your company’s philosophy and carry that out through all your digital marketing, including blog posts and social media. People who want to date online can find dozens of companies for that purpose. They need to know why your business is different and how it can help them find excellent companions that suit their lifestyle and expectations.

Personalize the Dating Experience

Dating is highly personal. It’s also often embarrassing and awkward. Who doesn’t have a bad date story or two or a dozen? Dating is so difficult because it is the first step to some form of intimacy. The entire business model depends on personal data. When you are in the industry, you cannot avoid the personal, so you should capitalize upon it.

Detailed User Profiles

Your customers have to share meaningful personal details to make their profiles effective. No one wants to date Generic Girl or Boring Boy. They want to find someone with specific traits that complement their own. Your company should have an in-depth, easy-to-use profile template to tempt new users and keep current users happy.

Gather Personal Data

Personalization also applies to your digital efforts. Gathering personal customer data is easier than ever, and you can use this information to better promote and design your website. The dating site Happn uses this personal information in a novel and effective way. Once you sign up with the company, it will use your location to notify you whenever you “cross paths” with another Happn user by displaying their profile in your timeline. You can then choose to make contact if you wish. It’s a fun and safe way to promote connections between people with similar interests and geographical locations. If Jason used your coffee shop, it must be karma.

You can also use this data collection as fodder for your marketing efforts. For instance, OkCupid uses their data for titillating blog content. They’ve even written a piece on how many people have had a holiday party hookup with a coworker. Of course, everyone needs that information. When people visit your site to read the articles, you are onto something.

Gather Personal Data

Finally, go personal with couples' success stories. Your customers want to know that your service works. Showing them satisfied customers gives them hope and keeps them coming back to your site. “Jim and Jane met here and were engaged after six months.” “Harrison and Bob are now together and skiing in Aspen.” “Meet Jen and Lora’s new baby girl.” These testimonials are standards in content marketing because they work. And they make everyone happy, even those who have not found a match yet.

You will need to change them up frequently and show a variety of happy clients. People want to see themselves represented on your pages. Cast a wide net for these love stories.

Pro Tip: You can also use these testimonials as case studies to determine how your site worked and why.