Research into consumer behaviour shows that peer-to-peer recommendations have a positive impact on purchases. Good branding is what makes your brand memorable and what gets people talking. With so many dating sites on the market, it’s important to make sure your brand stands out.
Brand imagery and messaging should be consistent right from your online ads and social media channels, through the path to registration, to the site. It’s also important not to over-promise and under-deliver; don’t make false promises about what your site does, instead, highlight its existing unique selling points. This will help you to build trust among consumers, giving your brand longevity.
Incorporate branding into your marketing strategy.
A good brand takes time to develop. Sending out strong brand messages over a sustained period of time will help to build brand awareness and drive people back to your site. You won’t be able to measure results in the same way that you can easily map the path from click to conversion, but that’s not to say it can’t have a positive impact on your revenue.
Think about developing a social and content marketing strategy and investing in PR. A good example of a White Label Dating partner doing this well is We Love Dates. PR drives people to their site, while a comprehensive content strategy consistently brings people back to the site and increases the time they spend on it. Their recent appearance on London Live is a good example of this. It’s still important to measure the impact of social media and PR activity, it just won’t be as straight forward.
Brand building is not a time-bound process; it’s ongoing. Whatever the size of your business, it’s important to always continue to build your brand.
Sarah Iles, Partner Manager at White Label Dating®.