Dating Sites Vs. Social Networks: How Dating Sites Can Survive the Competition

Online dating sites remain a profitable business after more than a decade since they became popular on the internet. However, they are currently facing stiff competition from social networking websites. While not traditionally designed for dating, social networking sites are starting to eat into the market once dominated by dating sites.

This article looks into the factors that are causing this phenomenon as well as some things that dating sites can do to remain relevant – and profitable – in the changing trends on the internet.

Why Social Networking Sites are Gaining Ground

There are several reasons why social networking sites are gaining an edge over dating sites. First of these is the credibility factor. Dating sites are plagued with bogus profiles and photos, and even scams, unlike social networking sites.

People have a better chance of finding a genuine profile in social networking sites. Why is this the case? It is because the typical users of social networking sites are those people who want to get connected with their friends and those who want to create business connections. Thus, they are more likely to provide more accurate information about themselves.

Another thing that makes social networking sites more appealing is because people are more likely to find prospective partners within their social circles, e.g. friend of a friend. And a lot of people perceive this degree of familiarity as a better chance of building a real relationship than in dating sites. Profiles in dating sites are often obscured, or the search for a partner depends on certain traits entered on a search box. This impersonal approach puts off a good number of users.

Finally, social networking sites are free, making it easy to attract new members. Meanwhile, dating sites generally require paid subscriptions. Those who do offer free services often fold up due to the lack of funds.

Are Dating Sites Going Away Soon?

With the odds stacked against online dating sites, does that mean that they are going away soon? Not one bit. In fact, the increasing number of participating businesses in the Internet Dating Conference alone should be a good indicator of this venture’s continued profitability. Aside from that, revenues of several dating sites have doubled in 2007 which further supports this fact.

But unless online dating sites adapt to the changing trends of the web, social networking sites may eventually overtake them in terms of market share. So what should dating sites do?

How Online Dating Sites Can Remain Relevant and Profitable

The key here is that online dating sites should learn from the success of social networking sites.

Again we go back to the issue of bogus profiles. What makes social networking sites appealing is that they show real connections between people. Online dating sites are less personal in their approach.

In other words, dating sites should design their structure in a way that shows members as real people and not as mere profiles they can connect with online. That is one important aspect that online dating sites should look into.

In sum, online dating sites will not simply go away because there will always be a market for single people looking for partners online. But in order to remain relevant and profitable, they should be aware of the trends in the market and use them to their advantage.

The most crucial skills to master as a marketer - How To Get “in step” with customers.

I watched in amazement as a group of performers clad in what I can only describe as green light-adorned leotards moved in exquisite precision to create a dove, the “bird’s nest” stadium shape, and several other designs. Their fluid movements created ripples of light across a sea of green bodies that moved together as one. It isn’t often that I find myself at a loss for words, but it is difficult to articulate just how brilliant this display was.

Moments later, my husband regained control of the remote, and we moved on to another channel. Despite this, the images of the group in green stayed with me. And, after several days of asking friends and family if they saw the performance, it finally dawned on me why it appealed to me so much (not the leotard, mind you - the performance).

One of the most crucial skills to master as a marketer is how to get “in step” with our customers. When you take the extra time to identify with your customer, it becomes much easier to relate to them. Suddenly, you are able to zero in on those issues, factors and attributes that will resonate with the customer. Why? You are moving together…in the same direction. It is much easier to lead a customer around to your way of thinking if you approach them in this manner.

Everyone wants to feel important, liked, and appreciated. We all seek to find ways to make our lives and our jobs easier. Clients are people, just like you and I — and the same rules apply. Once we realize this, the lights come on…and the dance becomes effortless.

So suit up, and take the time to learn the steps in your customer’s routine. You’ll be glad you did.

About the Author:
Traci Hayner Vanover, aka The Promo Diva, is a freelance writer, coach and consultant. Her blog, www.PromoDiva.com offers Traci’s caffeinated marketing musings, tempered with a healthy dose of humor. She is also the publisher of Create the Dream! Magazine, a bi-monthly digital magazine for small businesses. To request a free sample issue and two other promotional gifts, visit the website, located at http://www.CreateTheDream.com.

Niche It, Niche It Good

The word “niche” is all the rage these days, but it really isn’t a new concept. In fact, savvy marketers have been quietly raking in their fortunes using the niche principle for hundreds of years.

Now, don’t panic if you have an established business; you can still carve out a niche market for yourself, if you haven’t already done so. With a few basic principles and a bit of ingenuity, you can establish yourself as the premier player, and make a tidy sum doing it, too.

You Can’t be All Things to All People

Repeat after me, “you can’t be all things to all people.” It’s extremely important that you understand this, so repeat it again. Put it on a sticky note, and put it up next to your computer, a file cabinet, or the fridge. Keeping this simple phrase in mind will help you to avoid this costly mistake that many new business owners succumb to.

Why is this so important?

First, you automatically eliminate the stress involved with keeping up with so many market segments. Maintaining a pulse on one segment is challenging enough – why make a tough job even tougher? Consumers’ buying preferences change rapidly – suppose you purchased a pallet of plastic bottles to receive a quantity price break, only to find out that the latest trend is now to package the product in eco-friendly corrugated cartons? If you were following the market closely, you may have anticipated these changes – but, if you are juggling multiple products and markets, you may have missed this news completely.

Second, when you spread yourself too thin, you aren’t giving any market or customer your best service. It just can’t be done. Focus on one market or market segment, and give it 100% of your effort, your creativity, and your attention.

Finally, attempting to be all things to all people can get quite expensive. If you are a manufacturer, the costs involved with bringing in the raw materials for multiple products can be expensive – and, if you don’t have a strong inventory system in place, you will continually struggle to keep adequate supplies on hand. What do you do if a particular market becomes sluggish, and the raw materials have a limited shelf life? If you don’t have an outlet to move that inventory, that expense is now a complete loss. Did you hear that? That was the sound of profit being flushed down the toilet. Ouch.

Different is Good
If you are offering the exact same product as the guy down the street, why should I buy it from you? It’s important that you determine what sets you apart from your competition. If you selling an identical product, (like cellular phone service, for example), you need to be able to offer something to sweeten the deal. Do you offer better service, free phone, car charger, etc? At that point, we’re no longer comparing apples to apples - you’ve tossed an orange into the mix.

The Solution: Niche It, Niche It Good

Don’t misunderstand what I am suggesting – I’m not saying you have to be a one-widget wonder. Let me use an example to illustrate my point:

Suppose you offer an all-natural, handcrafted incense product. You offer it retail on your website, and wholesale to select accounts.

Why not modify the product to allow for:
- Private labeling for spas, gift shops or holistic health centers?
- Package a special “Zen” or “Meditation” assortment package, and specifically target  yoga and pilates instructors, or massage therapists?

By doing this, you’ve potentially increased your sales volume, without adding a new product. You are simply adapting an existing item for a new niche. This method of marketing can be done with little or no cost, but can yield big results.

About the Author:
Traci Hayner Vanover, aka The Promo Diva®, is an author, copywriter, publicist and publisher. As the publisher of Create the Dream! , a bimonthly digital small business magazine, Traci has a highly-regarded and long-standing reputation for offering quality resources, services and support to the small business community.

Grassroots Marketing is Dandy

Spring has finally sprung here in Northeastern Indiana. The sun is shining, a warm breeze is blowing, and my backyard has been overtaken by… dandelions. I would swear that they appeared overnight. I got up one morning to take my dogs out, and there they were.

So there I am, gazing out upon this sea of golden weeds when all of a sudden it hit me. Yes, I need a good weed and feed treatment, but you know what else?

We can learn a lot about “grassroots” marketing from those pesky little guys.

Think about all of the little “seeds” you could be planting—press releases, article submissions, direct mail, podcasts and more. Each on its own is certainly powerful, but consider how much more impact these little seeds would have if you were to employ them together. This unified marketing approach packs a punch; prospects will begin to notice that everywhere they look, there you are.

There are so many opportunities out there that can be leveraged for big returns, but you need to know where to look. To help simplify your search, here are a few of my personal favorites:

PRWeb
There are a great many free press release distribution services, but remember what your Mother always said: “You get what you pay for.” PR Web offers an array of services at various price points. In addition, they offer some value-added services such as podcast interviews that you can use later as an additional promotional tool.

Big Boards
If you’ve heard it once, you’ve heard it a hundred times. Discussion forums can be a valuable small business resource. Once you’ve identified niche forums of interest, you can set about using them for market research, as well as promotion.

Scribd
Scribd has been referred to as the YouTube™ of documents, and with good reason. Make sure you read their guidelines for submissions carefully, as some overzealous marketers’ abuses caused them to toughen up on what is deemed appropriate to share. You can upload your articles, ezine issues, press releases, and much more.

Ezine Articles
Ezine articles is a treasure trove for publishers in search of content, and this makes it a prime target for your article submissions. All article reprints require that your resource box remains intact, which translates to incoming links each time your article is used.

This is by no means a comprehensive list, but it offers a good place to start your grassroots efforts. And remember, the strength of this approach is in the combined efforts. The seeds you plant today will soon take on a life of their own, spreading all over the net just like those dandelions in my yard.

About the Author:
Traci Hayner Vanover, aka The Promo Diva®, is an author, copywriter, publicist and publisher. As the publisher of Create the Dream! , a bimonthly digital small business magazine, Traci has a highly-regarded and long-standing reputation for offering quality resources, services and support to the small business community.

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