(Online Dating Industry Journal) In this week's "Inside the Industry" column on Online Dating Magazine, online dating service owners are encouraged to really try and set themselves apart from their competitors. This doesn't necessarily only mean by appealing to a unique niche dating sector, but, rather, the column recommends publicizing any benefits of the service that competitors and main dating sites may not have or be promoting. From the column:
"The key is to set yourself apart. I heard of one online dating service offering a "money back guarantee." Smart. If you offer such a guarantee or allow paid members to communicate with non-paying members, or no automated rebilling then these are things you should be publicizing! If these are the greatest barriers for users of online dating services, then you need to show that such barriers don't exist with your service.
Would you shop at a store that didn't allow you to return items (defective or not)? Of course you wouldn't! And that's what many major online dating services are doing."
The article recommends two ways for dating services to promote their unique services - a comparison chart showing your service's benefits that others don't have and press releases outlining common industry problems and how your site differs. Read the full article for more details.
Kim's Comments:
It is surprising how much many entrepreneurs don't know about marketing. One of the most important and effective ways to get new customers and keep returning customers is by making it very clear to them what they are getting with your service and why your service is the best. Online dating services that want to make it in this market have to not only have unique (yet useful) features, but also know how to effectively market those features to the public and the press.
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