For those of you who are unaware of Tinder (or pretending to be), Tinder is an online dating app that has taken the world by storm. The beast continues to rage with an estimated 450 million profiles rated every day and membership growing by 15% each week. Users are presented with photographs of other Tinderers and you swipe right if you like them or left if you don’t. If both parties swipe right, its a match and you can begin talking. Simple.
We sat around the office joking about social media marketing and how it can apply to online dating. The foundations to a successful online dating profile are very similar to those of a good social media strategy for your business. So, I decided to use my Tinder profile as an example. Thankfully, your business is far more useful and attractive than me so you will be an easier sell! If I can get dates, you can get sales.
1) Professional Opening
My logic: With this image, the odds of me having a job are strong. It is clearly a professional photograph but I am smiling. I am professional but don’t take myself too seriously. And Most importantly, black and white is slimming.
For your Business: Social media is a more informal landscape but you must have the basics correct. Make sure your logo fits perfectly on your profile and that the relevant links are leading the users to the necessary destinations. Social media allows companies to show more personality and be informal but you need to remain professional.
2) Be Personable
My logic: I am wearing a “wild” hat. This shows that I have a “wacky” side. I am also smiling in colour which shows that I have the ability to smile and that I am not black and white. I really should trim those eyebrows and get rid of those greys.
For your business: As I keep mentioning, be personable. Do not try to sell to your audience the entire time. Engage with them. Let them get to know those in your business. The more personable your business can become, the more trust the customer will have in you. The more trust the customer has in your business, the more likely they will believe in your product/service and throw loads of money at you
3) Build a Community
My logic: Show a picture with some friends to demonstrate that I have the ability to have friends. This is positive PR as it builds the strength in the “Brand Brian”. These people like him, so why shouldn’t you? I am also a proud Irishman so this image very much on brand.
For your business: It is imperative to locate your target market on social media. There is no point in buying “fake” followers. Many purchase followers as it allows you the opportunity to appear successful. You are only fooling yourself. Analyse your competitors, see what they are doing and who is following them. What content receives engagement and what doesn’t. There is an audience for your product on social media. You just need to locate them and plan how to arouse their interest.
4) Showcase the Experience
My logic: The background is very pretty. It may distract the female from the subject. By showing a beach, we can showcase the experience of being with “Brand Brian”. Perhaps the lovely lady will get the opportunity to walk on beautiful beaches and jump off tyres. This may trigger the memory of the earlier black and white image. “Maybe he is super rich and can take you around the globe?”. He isn’t and he won’t. But this can be discovered at a later date. This was also taken after a year travelling around South America so I have never been so tanned. My lack of tan is no doubt a huge disappointment to the dates upon first meeting. This shall be the first of several disappointments throughout the evening.
For your Business: Social media offers a unique opportunity to showcase the experience of your business/product with a hugely vast audience. You can create an interactive brochure that can be placed in front of both active and passive customers/clients.
5) Highlight the Positive Side
My logic: Oh, I know. It is so cheap. Cambodian orphans. In my defence, I did work in a Cambodian orphanage for quite some time and it was an incredible experience. But I am fully aware at what a cheap point scorer this is. This image allows the member of the opposite sex to believe that I am not an awful awful person when in reality……
For your Business: Smiling people and social media go hand in hand. If your business is involved in any charity work, social media allows you to sing about it from the rooftops. This will generate support and good will for your business. Social media allows the opportunity drastically improve awareness to your particular charity (the ALS ice bucket challenge for example). Various social platforms also can be used to show the positive working environment in your business. Allowing the audience to see how enjoyable it is to work for and with you will make it much easier to recruit new staff. If your staff are all desperately unhappy, you can photoshop smiles onto them!
Once these elements are implemented in your social media strategy, I have no doubt that all your customers will be swiping right! While your business flourishes, I shall continue in my desperate attempt to find love.
If you fancy a chat about all things digital or you want some tips & tricks, throw me a mail on firstname.lastname@example.org.
I wrote this for my old company, CHC Digital.