Jun 2019

Did you ever think that swiping on dating apps could teach you some tips and tricks on how to market your business? They seem like two very different things, things that have no relation at all. That’s where you’re wrong. Thanks to technology, the landscape of dating has transformed quite a bit just like traditional marketing has evolved and digitised.

Today, I am going to reveal the unseen similarities between online marketing and dating that aren’t widely talked about:

1. Personalise & Personalise More

How many times have you received the vanilla “Hey”, “How’s it going?” messages and everything in between on your dating apps inbox? They manifest zero effort and show absolutely nothing exciting. Something like, “What’s up Bond? How did you like the Lion Kings musical show?” will always attract more and better responses when you’re trying to get a date.

Similarly, if you do not personalise your emails and go the extra mile to grab your receiver’s attention, then you’ll probably be no better than those with the two-word intros on dating apps.

Through segmenting marketing personas, you are able to better tailor your communication message which is sent to them based on their wants and needs. Receiving a tailored email that resonates with the individuals is a much more powerful strategy because it caters to their interests.

2. Think Long-Term

When you find the right person, you don’t want to lose them and hence to maintain that relationship in the long run, not only do you continuously work to impress your partner but also improve and grow yourself as an individual.

This same logic applies to your brand’s website. You may have seized a great ranking on the search engines and receive a tremendous amount of traffic. But does that give you the green light to stop looking for ways to improve?  Your competitors can and will overtake you at some point in time. Continue to invest in your site be it through link building efforts or looking at the latest Search Engine Optimisation (SEO) strategies to apply. Slowly but surely, you’ll see the Return on Investment (ROI) in the form of loyal visitors and money.

3. Build The Right Relationships

When people initially start dating, they are in a honeymoon phase where everything seems perfect and they tend to agree on everything. If things continue being that good, they stick around otherwise they leave.

This is very similar to when brands are working with their clients where some may not be the right fit for you and that is completely ok! But for clients that are relevant to your services offered, you need to continuously nurture them by giving them constant affection and then maintaining the client relationship by communicating with them and addressing their concerns if and when they have them.

4. Know What You Want

Are you always finding that you end up with bad partners? Ones that are not best suited for you? Are you always rushing into a relationship although you know that they may not truly be a match for you?

Likewise, don’t rush into a business deal especially if you know you cannot provide value or vice versa. Don’t try to be someone else to close a sale because that is just setting yourself up for failure. Look for people who are a good fit for what you have to offer because if you are aiming to appeal to everyone, that will leave your impression in the audience’s mind as very bland.

Narrow down your target audience, and focus on targeting them. Believe me, it will be easier to reach out to them versus trying to reach out to everyone.

5. Look For Compatibility

While some people who join an online dating platform may not want a relationship straight away, most of them are seeking for it unconsciously. While information like gender, age and location would give you the profile of prospects, they may not entirely be the potential ones because this information is rather vague. This is where you can see the similarities between digital advertising and online dating.

Advertisers are constantly trying to target people who are right for them, who fit their ideal demographic profile. Hence for that, they need to dig in deeper and explore and understand the different types of interests people have to understand their compatibility level. Because if they are not compatible, why even bother building further on it? Advertisers could make use of that time and budget in a better way to reach a less generic audience whose interests are more aligned with the brand’s offerings.

Both digital marketing and dating are about developing relationships. If you are able to work on building personal relationships, then you have what it takes to be a happy marketer too!

Neelam Patel
Neelam Patel

Digital Strategy Associate Consultant, fearlessly getting things done 🔥

She is goal-driven 📈 and puts her heart 💞 into developing holistic digital strategies for clients 🤝

If not managing new clients, she can be found dancing 💃🏻 to the tunes of Bollywood music, learning the beautiful Spanish language 🇪🇸 or indulging in painting 🎨