» A Match Made in Heaven: Video and Social Media

february-premium-webinar-tileWebinar recap!

Videos are a great way to capture the attention of your audience. In fact, videos account for almost 70% of consumer Internet traffic! But how do you create and distribute videos to best showcase your work if you don’t have video expertise? 

During this month’s webinar for Premium members WeddingWire Education Experts Alan Berg and Andy Ebon offered their their tips to easily use video combined with social media to attract and impress your audience even if you’re a video newbie.

Here are some of the webinar highlights:

  • Try out new Instagram features. Instagram Stories and Instagram Live videos are great tools for showing ‘behind-the-scenes’ videos of your work. Posted Stories are available to your followers for 24 hours, which can drive a sense of urgency for your audience. Live videos are only available while you’re broadcasting so it can be helpful to notify your audience in advance if you plan to go live.
  • YouTube is critical to video efforts.. As the second largest search engine after Google, YouTube is a vital component of any video strategy. In fact, 80% of 18-49 year olds watch YouTube each month. Product demos make great videos — just remember to keep videos under three minutes to hold your audience’s attention.
  • Optimize your YouTube videos. In addition to posting compelling video content, make sure to use best practices when creating your YouTube video posts. The right taglines, titles, descriptions, and calls-to-action can help your videos get discovered and viewed.
  • Use Facebook Live to engage followers. Facebook Live videos are an easy way to engage your audience in real-time. Check your phone’s connection before you go live to ensure your stream isn’t interrupted, allow enough broadcast time so that followers can join your live feed, and get creative with your ‘set’ to make your video more visually engaging.

For more tips and additional details about how to leverage these recommendations, watch the full webinar! Don’t forget that past webinars are available within Premium member’s accounts to view anytime.

» Why You Shouldn’t Say You’re ‘The Best’

The following post was written by WeddingWire Education Expert Andy Ebon. Andy is the Founder of Wedding University and The Wedding Marketing Blog, and is an International Public Speaker, Writer and Consultant based in Las Vegas. Andy travels across North America and beyond, presenting to Associations, Wedding Industry Conferences, Regional Gatherings, and Local Meetings.

It’s all too common to read marketing declarations from wedding professionals stating they are “the best.” I suggest this is subjective truth at the maximum and lazy copywriting at the minimum. More importantly, it isn’t helping you win couples. Here’s why. 

Best? By Whose Standard?

Ok, so you might be the top wedding venue in South Dakota. Or, the most-recognized floral designer in Hollywood. Birmingham Weekly might recognize you as the best wedding DJ.

It never surprises me when a wedding couple’s testimonial expresses that XYZ Company is the “best” in the city, and you shouldn’t hire anyone else. That endorsement—however flattering—is usually overstated. The wedding couple may be thrilled with the job XYZ performed for their wedding. However, the couple likely interviewed only a handful of companies in the same class and perhaps saw another company or two provide service at a friend’s wedding.

In other words, praise is great for your business—even necessary to score new clients—but praising yourself isn’t part of an effective marketing strategy.

Focus on What Makes You Different and Exceptional

The real reason “best” is a throwaway word is because savvy consumers have trained themselves to tune it out. It’s the language equivalent of a brightly colored “sale” sign—you just feel like you’re about to be tricked, and you ignore it.

A better way to communicate why a couple should choose your services is to put yourself in their shoes. What are they actually looking for when searching for a photographer? A caterer? An event planner? What type of service are you providing? What is key to your ideal customer? How do you do what you do? What is your passion? (Beyond love. We all love love, so that’s not helping consumers, either.)

Essentially think of what you want to tell potential customers, not just about selling them.

 

Who’s Your Ideal Customer? Now Market to That Person.

As a wedding pro, you’re not trying to grab the widest audience. Your business and your services are actually pretty niche—you want couples that appreciate your style of service and are intending to pay what you charge. So, with that in mind, rededicate your marketing power to identify ideal customers, not just by demographics, but by psychographics—personality, lifestyle, budget, wedding planning style, etc.

Find specific qualities in your company that speak of your rare and identifiable characteristics; and don’t repeat indefinable clichés such as “best,” “unique” or “perfect.”

When reaching out for reviews, encourage clients to explain, specifically, what was different or special about your product or service.

I am confident, without hesitation, if you follow such a marketing path, targeted prospects will come flocking to you. And it will feel very good.  

» Wedding MBA 2017: Special Savings for WeddingWire Members

Don’t miss three exciting days of education for wedding professionals at Wedding MBA this October 2-4th in Las Vegas!

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Did you know you can save extra on your ticket just by being a WeddingWire member? Register on the Wedding MBA website with the code WW3624 to save an extra $20 on the current price (your discount will be applied at checkout).

What will you experience at Wedding MBA?

  • Engaging education to promote your business success. Attend the event for more than 150 seminars geared toward business, technology and trends in the wedding industry. This year, there are category-specific seminars on the first day to supplement the industry relevant main presentations to attend.
  • Presentations from industry leaders and experts. Attend inspirational and informative presentations from top industry influencers including WeddingWire CEO Timothy Chi, CMO Sonny Ganguly, Education Experts Alan Berg, Kathryn Hamm, Meghan Ely, and many more. View the full list of WeddingMBA speakers and sessions here.
  • Networking and celebrating with industry peers. Make new friends while attending the daily sessions, the annual much-anticipated WeddingWire Party, the WeddingWire Happy Hour and more. Plus, meet with members of the WeddingWire team to discuss your account and see what fun surprises we have in store at our Lounge!

Check out the highlights from last year’s event for an inside look at the conference, and get your ticket before the next price increase. See you in Vegas this fall!

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» 5 Ways You’re Losing The Sale

This article was written by WeddingWire Education Guru Alan Berg, CSP. Alan has over 20 years experience in wedding related sales and marketing, and is an author, business consultant, a member of the National Speakers Association, and the wedding & event industry’s only Certified Speaking Professional®. Learn more at alanberg.com.

Getting a sales inquiry is a huge buying signal. By the time you get an email—or contact form, LiveChat, text or phone call—your potential couples have already done most of their filtering. They’ve put you on their short list. They’ve started with all of the possible choices and narrowed it down to a small group of potential companies in your service category—including you. 

At any point, we can either make it to the next round or be dropped. The thing is, we rarely know that we’ve been dropped from their list, because we didn’t know we were on it, yet. It isn’t until couples reach out to us that we know we’re even in the running. Therefore, once we get that inquiry, most of our competitors have fallen off the list. When you get that inquiry, even if it says nothing more than “Are you available and how much do you charge?,”that’s a strong buying signal. As far as I’m concerned, at that point it’s your sale to lose. And, it’s a sale most others in your market and category will never get.

So, here are five ways you’re losing that sale:

Trying to force a phone call.

If they wanted to call you, you’d have a phone message, not an email (text, chat, etc.). Unless their email says “please call me,” reply via the same method by which they’ve reached out to you.

Sending auto-replies that don’t add value.

When someone emails you, whether a prospect you’ve never connected with, or a current/past client, they want a reply from a person, not an auto-reply. If you’re out of town at a wedding, a conference or for vacation, it’s perfectly fine to have an out of office message informing your clients of that. That’s information couples need to know.

However, if they email you and get something like “Thank you for your message. It’s very important to us. We’ll get back to you in 24-48 hours,” that’s a statement of the obvious. They expect a reply within 24 hours. According to WedInsights: “Over 80% of couples use emails to inquire about a vendor’s product or service and expect to hear back within 24 hours, if not sooner.” Telling them that you’ll reply within the timeframe that they expect adds no value.

How do you feel when you’re the consumer, and you receive an auto-reply like that? Do you think “Oh goody, I got an auto-reply!” Or, are you no better off than before you emailed? The only time you should use an auto-reply is when it adds value to the conversation. People want a reply from a real person.

Sending attachments and brochures in your first email.

Some of you are puzzled now. They may have even asked for you to send information, so why would I be saying not to send attachments? It’s simple. About 70% of WeddingWire consumer emails are opened on mobile devices, according to WedInsights. Your couples are reading email on their phones and your attachments aren’t formatted for their phone. Your website may be responsive and adapt to their screen, but your PDFs aren’t. Yes, they will open. But, they will open with really small print. Many of you use the file from your printed brochures, which seems like a good idea—until you see that double-page spread on a smartphone screen.

Your brochures aren’t going to close the sale. They aren’t going to create a relationship with your brides and grooms. You have to do that.

Writing way too much in your first reply.

When you get an inquiry, especially if it’s on your contact form, it’s likely to not have much information. In email, as in person, you should mirror your customer. If they write a short message, your answer should be short. If they write a long message, they’re signaling that your answer can be long. Many are planning their weddings from work, and they can’t take the time to read your long reply. When you get a long email from someone, don’t you often put it off until later? But the short ones, they get read right away, don’t they? Keep it short, until they signal otherwise with a long reply.

Not asking a question at the end of your message.

If you want to get a reply to your message, ask one question. Don’t ask everything you need to know, all at once. That’s not how a conversation goes. With real conversation, you ask a question, then wait for the answer (which is why my new sales book is called Shut Up and Sell More Weddings & Events”). If you ask a question in your email and then write another paragraph or two, you’ve buried it, so couples aren’t likely to respond. If you end your email with a period or exclamation point, that’s the end of the conversation. If you ask them five questions, they’re likely to not answer them all. Ask one question, then wait for an answer. Then, ask another question, the way you would if you were on the phone or in person.

If you’re losing many sales based on price, then you should consider putting pricing information on your site and storefront. Most couples want to see pricing before even reaching out to a vendor, according to WedInsights. A realistic price range is my favorite, but not putting anything will invite everyone to inquire. If you have something for everyone, that’s great. But if you don’t, then putting a price range will help them filter. Just remember that every time you get an inquiry you should be happy. That’s a strong buying signal, even when the couple asks about price (which couples often do, because they don’t know what else to ask). Help prospective couples continue their journey towards hiring you by being the first—and best—at replying and having a conversation.

» How to Maintain a Consistent Brand Voice

Banner-WWEducationExpert

andy-ebon-squareThe following post was written by WeddingWire Education Expert Andy Ebon. Andy is the Founder of Wedding University and The Wedding Marketing Blog, and is an International Public Speaker, Writer and Consultant based in Las Vegas. Andy travels across North America and beyond, presenting to Associations, Wedding Industry Conferences, Regional Gatherings, and Local Meetings.

Continuity and consistency are first cousins in the execution of your marketing. Continuity is using marketing tools—like your WeddingWire storefront, website, social media content, logo, etc.— in a cohesive and recognizable manner. Basically, you want to be “you” across every potential client touch point. Consistency, on the other hand, is taking action with regularity. In other words: Being consistent with the use of those tools. This can mean posting to Facebook twice a day, blogging twice weekly, being in touch with your contacts at routine intervals and being sure that your advertising is in tune with most couples’ wedding planning journey.

The combination of updating with continuity and consistency, your brand and the company message forge ahead, leaving the impression of a progressive company both with engaged couples and your peers.

Remember, marketing is everything that touches the prospect or client—not just advertising or social media. Here are a few ways to maintain a consistent brand voice:

Keep it Short and Professional Over the Phone

For some couples, your phone manners is one of the first impressions of your business. Whether you are a one-person micro business or a company with many employees, the way anyone answers the phone should sound the same.

XYZ Company, this is Andy. How can I help you?

Simple, clear, to the point. If you are not the right person to assist, do your utmost to connect the caller with the correct person.

The best example I can offer for a smaller business is a catering professional in Atlanta. She updated her voicemail every day. Her script would go something like this:

Good day and thanks for calling. This is Shelley. Today is Tuesday, March 14th. I’ll be out of the office on client appointments this morning, but you can expect a callback after lunch. If your call requires immediate attention, don’t hesitate to text me at 777-777-7777 and I will do my best to your reach you even sooner. Thanks for calling, and make it a great day!

And, of course, when she was back in the office, the message would be updated. This kind of continuity is spectacular.

Keep Your Delivery and Set-Up Crew Sharp

When your staff members or delivery crew arrive at a venue, how are they dressed? Be sure that even this aspect reflects your company’s personality. A no-fuss option is a company t-shirt or polo-style shirt, accompanied by jeans or slacks.

The moment a venue representative sees you “in uniform,” you’ve broken the ice and are part of the team. Make sure you supply your crew with two or three shirts, so the uniform is always clean and ready to go.

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Don’t Slack with Print Media

The most frequent mistake I see in print ads or flyers is poor headlines. Your company name is not a headline. Your company slogan or favorite hashtag is not a headline. A headline is a phrase, usually accompanied by a visual, crafted to encourage the prospect to read the rest of the ad.

Avoid cliche words such as perfect, dream, unique, awesome and the like. It’s not just about your ad, but the other ads in a publication. Do your utmost to avoid verbiage you recognize in other ads. Make sure the ad is specific to your business and is told in your brand voice.

Are You Wasting Time with Social Media?

It’s always a good idea to periodically evaluate your approach to social media. The first thing to ask yourself is, “Am I using this to its fullest? Should I just drop it or revive it?” You also want to be honest about whether or not your social media content is helping potential clients and peers learn more about your brand personality.

If you are not using a social media platform frequently enough, then make it go away. If you are not measuring social media success across-the-board, then start. If you are not using analytics tools, such as those provided by WeddingWire, get going. Failure to ask these questions could mean you’re spending precious time on platforms that aren’t performing for you or just aren’t enjoyable to you. Your audience can tell when you’re just going through the motions, so be sure you’re invested in whichever platforms you choose.

Speaking of choosing social media platforms, it is easy to find the shiny, new object. Over time, you can wind up with 10 or more social media accounts. It’s far wiser to review what you are really using and the delete those that you don’t update or haven’t managed to engage meaningfully. You’ll usually find that about five platforms are serving you well. If a couple are underused, get them going. Settle in with platforms that really serve you and be solid on the frequency that works for your business.

Get Visual

We live in a highly visual society, so be sure your brand visuals are consistent with your brand voice. This means featuring a diverse variety of couples on your website, storefront, social media and advertising. It also means reviewing images a couple of times a year. Delete some and replace them with newer ones. Keeping your photos current is a reflection of staying up to date with style. Aging wedding dresses and decor do not reflect well on your company.

Typeface About-Face

Don’t forget fonts in your marketing brand evaluation. If you haven’t already, select a few that complement your logo design. Your choices of typeface should be limited about two on a single page. The eye has a difficult time adjusting to more than that. Have a sense about font sizes and make sure they work on all kinds of hardware: Smart phones, tablets and computers.

What Else To Consider

Each company has other factors to consider in continuity and consistency. Add to this list and revisit your thinking. When you review and refresh, it will move your business forward. This should be a regular activity to surpass the competition.

» What Are the Best Media Outlets for Me?

WeddingWire Education Expert

Meghan Ely

Meghan Ely is the owner of wedding marketing and wedding PR firm OFD Consulting. As a highly sought-after speaker in the wedding industry, she is the exclusive Wedding PR Education Expert for WeddingWire as well as the national Communications and Marketing Director for WIPA

When describing wedding public relations, the basic tenet is this: you have a message you want to get out to your target audience (or audiences), and you want to disseminate that message through the appropriate media channels. The question is, which media outlets are the right ones for me?

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Let’s take a look at some of the best ways to discern the right outlets from the wrong ones.

Are my prospects reading it?

This is an essential question for anyone whose main goal of PR is to increase brand awareness and, with that, their business. One of the first questions I ask any prospect is, “Where are you looking to get featured?” Inevitably, a large percentage answers with, “I want to be on [insert national morning show here].” I find myself explaining that, while getting national coverage like that is great, if your target audience is composed of millennials (which make up 90% of engaged couples), do you really think they are going to be watching those shows on weekday mornings? The answer is no. So, how do you find out what your target audience is reading? Polling your clients is a great way, whether it is through a survey or an informal discussion during meetings. If you find that you’ve done a great job attracting your ideal couple, then you’ll surely see a pattern.

Are they open to submissions?

This seems pretty obvious, but before submitting anything to anyone, be sure that they accept the type of content you’re sending in. For example, if you’re looking to submit a styled inspiration shoot but the blog only features real weddings, then you’ll have spent time on something that ultimately won’t come to fruition.

What kind of content are they currently featuring?

This is where you’re going to have to do a little research. Once you’ve narrowed down some of the outlets you think would be a good fit, take a look at their recent work. What kinds of weddings are they featuring? What type of articles are guest bloggers writing? If your work and expertise are complementary to their content, then it’s likely a great match.

Do they have a presence on social media?

It’s wonderful to land on a media outlet with eye-catching editorials, but if they aren’t following through with promoting content on social media, then you’re not in front of your target audience – and isn’t that the goal? Be sure that your chosen media outlet is regularly posting on its social media channels before jumping onboard.

Now that you know what you’re looking for, it’s time to start your research. Ready, set, get published!

» Easy Ways to Show Appreciation in the New Year

The following post was written by WeddingWire Education Expert Andy Ebon. Andy is the Founder of Wedding University and The Wedding Marketing Blog, and is an International Public Speaker, Writer and Consultant based in Las Vegas. Andy travels across North America and beyond, presenting to Associations, Wedding Industry Conferences, Regional Gatherings, and Local Meetings.

show-appreciation-giftAlmost every wedding professional is busy, and in your fast-paced world it can be easy to quickly move on to the next task or event. However, it’s important to take the time to thank the people you work with and show your appreciation for their help, referrals, support or even business and act with gratitude.

New year’s resolutions are a great opportunity to focus on sharing your gratitude more frequently. These ideas make it easy to share your appreciation daily to the people who impact your life and business.

Referrals:

The next time a potential client mentions you were referred by another professional, make sure you take a moment to say ‘thank you!’ It can be as simple as a quick text or email, and will be appreciated. For bonus points, consider sending a handwritten postcard or thank you note.

When you actually book the event, it’s a plus to send another acknowledgement, such as a written note. Finally, when the event is complete and you’ve received a review or thank you from the client, a note with a copy of client-praise shows you have earned the referral, and will help encourage them to send more clients your way! Always return the favor quickly to build a mutually beneficial relationship.

Gifts:

IRS regulations and company policies generally limit gifts to less than $25. At first blush, $25 doesn’t seem like a lot of money; however, personalizing the gift is a great way to make it special. For example, giving personalized thank you notes with the name of each client is a strong way to make your point.

On one occasion I attended a presentation by an author. Her talk was titled The Art of The Business Lunch’. The author, Robin Jay, had also attended a seminar I gave on blogging. I gave her a book on blogging, called, ‘Nobody cares what you had for lunch.’ The reaction was massive! Anyone could use a book as a thank you. Music is another interesting way to make a connection. When people fill out Facebook profiles, they often indicate their music preferences. Rather than just a gift card, pick an artist your peer or client has listed as a favorite.

Membership Awareness:

You don’t have to be the membership chair to recognize the presence or absence of people from meetings at local groups or for industry associations. If a person who you sat with was particularly interesting, then just drop them a quick note and tell them. This is great way to naturally expand your network! If a person was missing in action, let them know they were missed.

Acknowledging Staff:

When one of your employees has performed ‘above and beyond,’ it’s a great to not only tell them personally but to write a note or send a small token as an added bonus for their hard work. Meetings are a great opportunity to acknowledge staff members by telling stories about their successes. Whether it is making a sale, saving a sale, or performing other client magic, a public thank you has maximum impact on great work.

Anticipation:

A week ahead of the wedding, send the wedding couple a note explaining what a privilege it is to work for them and how you ‘can’t wait for the wedding day’. That will set an amazing tone that not only are you a quality wedding pro, but that you really care about their individual day and appreciate their business.

The same thing is true for the other wedding pros you will be working with. If you plan to work with someone closely that day, make sure you do the research to know who the person is, and express your appreciation in advance for any help they will provide for you to do your job well. This is not the norm – and will make a great impression!

Overall, remember that it doesn’t take a great deal of effort to demonstrate your appreciation, and it can make a significant difference in your likability and your business success! Aim to showcase your appreciation in 2017 to stand out among the crowd to boost your business in the New Year.

» Focus on Your Earnings, Not Savings

This article was written by WeddingWire Education Guru Alan Berg, CSP. Alan has over 20 years experience in wedding related sales and marketing, and is an author, business consultant, a member of the National Speakers Association, and the wedding & event industry’s only Certified Speaking Professional®. Learn more at alanberg.com.

focus-on-earnings-not-savingsAs we approach the end of another year, it’s often time to reconcile our finances. We need to get our books in order, so we can do our taxes (I know, yuk). Then comes the scramble to find the deductions you qualified for over the year. While doing so, it becomes easy to focus on our expenses. For some of us, it’s time to re-evaluate those expenses as we prepare for the coming year.

These insights will help you get a handle on your financial planning needs and help you take control as you plan for the future!

Expenses vs. Investments

The danger in focusing only on expenses is that you can lose focus on the bigger picture. The only money you can save is the money you spend. It’s a finite amount. You can’t make all of your expenses disappear. You have to buy gas for your car, and pay for telephone service, internet connection, electricity, and more. But those are expenses, not investments. Expenses are things that you pay for, where you don’t expect any return other than what you bought (gas, electricity, phone service, food, etc.).

Investments, on the other hand, are things that may, and the operative word is ‘may’, provide a return that’s greater than the value paid. When you invest in a new employee, you would hope to get more value than what you pay them. When you invest in a new website, you would hope to get more value than the cost of the website. When you invest in advertising and marketing, you would hope to get back more than the value that you pay. When you invest in a new location, you would hope to get back more than you invest.

Opportunity Cost

What you need to focus on is getting the best return. The opportunity cost of not investing is the money you could make if you did. Sometimes, that means doing more than just paying the bill. For instance, if you buy a booth at a wedding show, and don’t take the time to design your booth correctly, and invest in great email/direct mail follow up, and actually do the follow up, you’ll never get the most return from that investment. Similarly, if you take a new office/warehouse space, build it out and decorate it properly, but don’t invest in marketing to let people know about it, you’ll never see the full return.

Go Big, or Go Home

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» How Photography and the Wedding Industry have Evolved Since Full Marriage Equality

This post was written by WeddingWire Education Expert Kathryn Hamm, Publisher of GayWeddings, the leading online resource dedicated to serving same-sex couples since 1999. Kathryn is also co-author of the groundbreaking book, The New Art of Capturing Love: The Essential Guide to Lesbian and Gay Wedding Photography. Follow her on Twitter @madebykathryn.

The aspect I enjoy most about my work is having the chance to talk with wedding professionals about the work they do. Though we often talk about same-sex couples, trends and marketing practices, I absolutely love learning more about the specific talents and “tricks of the trade” of those who work with couples every day.

wedding-photography-marriage-equalityIn this spirit, four years ago, I fielded a phone call from New Hampshire-based photographer Thea Dodds. And that phone call turned into a coffee and a two-day exchange of ideas and professional experience. The end result was our self-published title, Capturing Love, which went on to be published as The New Art of Capturing Love by Amphoto Books in 2014.

The collaboration was meaningful for both of us and I came to understand more about wedding photography — and the challenge of producing beautiful, meaningful and personal images — than I had ever imagined I might.

I decided it was time for us to catch up — and this time on the record. I wanted to know how writing the book and being on tour teaching same-sex wedding photography in the industry has impacted her perspective.

Here’s what she had to say:

It’s been 4 years since we first sat down to produce and publish Capturing Love. How has the experience impacted your approach to wedding photography and couples portraiture?

Four years! That is hard to believe! When we first starting writing this book we could count the number of marriage equality states on one hand. So much has changed in four years.  Co-authoring Capturing Love has changed me, too, both in my business and my personal life.  I’ve learned so much from working with you, my clients, and our contributing photographers, that it’s hard to know where to start.

Overall, I’d say that Capturing Love has helped me connect with my clients more authentically. In a large part, I’m able to do this because I’m more conscious of the assumptions I bring to the table. I also have inclusive language that invites people to share who they are. And all of this blends right into my personal life because this work is really about being a better person.  

How has it impacted your thinking as a small business owner?

Capturing Love was a wake-up call to me about how important our work is. Our photographs influence opinions so we better make sure we know what the work is saying. One of the things that drove me to this project originally was that I felt my photographs of same-sex couples looked more like pictures of siblings. Once I listened to what my work was saying, I was able to change it. Now I am concerned with underlying meanings, power relationships and diversity in my portfolio. For instance, now that I know the LGBTQ population is about 5% of the US population, I want to make sure that my portfolio reflects that. Now that I know a ‘dip photo’ communicates strength and power, I’m a little more cautious about imposing that message on a couple.  It’s not that I never do it because some couples want that iconic image, but I’m just careful that they’re not doing it just because I told them to.

What changes, if any, have you seen in the photography industry?

Change is the one thing you can count on in the world, and the photo industry is no different.  I’ve been photographing weddings for 11 years and I’ve seen a lot of changes in my clientele, in industry standards and in wedding traditions, too. In the last two years, I have seen a sharp increase of interest in serving the LGBTQ community. This is truly fantastic change. It’s not every day that you get an entirely new segment of the population entering the wedding industry, so this has been a very exciting time to be a wedding photographer; but, there is still a lot of work to do.

Some photographers may have rushed into being LGBTQ-friendly while not learning how to be LGBTQ-competent. Just like we say in the book, the only way to get better at something is practice, and the one thing you never want to do at a wedding is practice. A wedding is a wedding, but there are some physical and cultural differences that impact our approach to best-serving the LGBTQ community.

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» Having the Best Year Ever? Don’t Stop Now!

WeddingWire Education Expert

Meghan Ely

Meghan Ely is the owner of wedding marketing and wedding pr firm OFD Consulting. As a highly sought-after speaker in the wedding industry, she is the exclusive Wedding PR Education Expert for WeddingWire as well as the national Communications and Marketing Director for WIPA

Perhaps this was your year. The best year ever. The year where everything clicked. When you heard more yes’s than no’s. Maybe you bumped up your salary. Got an office off site. Upgraded your laptop as you simultaneously celebrated meeting your sales goals.

best-year-everIf that sounds like you, then we need to talk.  Because what I’m about to share with you needs to stick with you as you make your plans for 2017.

Don’t stop.

I get it — you didn’t get to this point because of luck. You advertised and stood on your feet for hours at wedding and events. You hit all the local networking events and took out the better part of your region for coffee. You blogged, you shared life behind the scenes on Instagram and even learned a little bit about Snapchat. It’s absolutely normal to feel like it’s time to pull back a little.

But don’t.

One of my best business lessons took place the summer after I graduated from college. I worked for the Nike World Headquarters in Beaverton, Oregon. At the time, they were $13 billion (yes, billion) ahead of their next closest competitor. But they never stopped. They never put the brakes on promotion and innovation. And I’ve carried that lesson with me in the wedding industry ever since.

I see it far too often — a company enjoys the fruits of their labor and then decides to pull back. They see an uptick in the number of client referrals or plans to dedicate more time to social media. So they cut back on media buys and submissions or suddenly disappear from the networking circuit. It doesn’t take long before they see a dip in client and vendor referrals, and business in general. So they ramp up their marketing again — and around and around we go.

Because here’s the thing– your competitors want you to take a break. Those eager up-and-coming wedding pros just diving into the market? They’d do anything for you to not be such a permanent fixture at every association meeting and in every real wedding feature. That upgraded listing or fab booth spot you secured three years ago? I promise, that in this competitive market, someone else already has his or her eye on it.

Should the off-season be a time of reflection, where you take a good hard look at your promotional efforts? Absolutely.  But if you want to continue this era of good feeling, I’d encourage you to keep swimming. Check out these helpful past posts on business ideas and tips and get motivated for an even more successful year ahead in 2017!

» Easy Ways to Improve Your Business Website

Is your business website working hard enough for you? After all, your website is often the first impression your potential clients see for your business and plays a huge role in determining if a client is interested in working with your business or learning more about your services.

As you prepare for the new year, consider taking some time to invest in refreshing your website to stand out to newly engaged couples and book more business in 2017. These seven tips from WeddingWire Education Guru Alan Berg provide helpful ways that you can assess your site, maximize your marketing potential, and get more leads quickly. From contact form best practices, to adding testimonials and reviews, to copy writing tips, you will want to bookmark this infographic as you prepare for your next website refresh!

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» 10 Marketing Best Practices for 2017

The following post was written by WeddingWire Education Expert Andy Ebon. Andy is the Founder of Wedding University and The Wedding Marketing Blog, and is an International Public Speaker, Writer and Consultant based in Las Vegas. Andy travels across North America and beyond, presenting to Associations, Wedding Industry Conferences, Regional Gatherings, and Local Meetings.

As the year comes to a close and busy fall wedding season winds down, now is a good time to review your marketing strategy for the upcoming year. Review these ten marketing tips to help keep your business on track and set-up for success in 2017!

  • 10-marketing-tipsKeep your brand fresh. It’s easy to fall into the trap of simply renewing your online listings and not making changes to the content or reviewing the design to make sure it’s modern and on brand. Take a look at your marketing materials and your advertising platforms, and consider making some small updates to refresh your branding for 2017 like adding new imagery, refreshing your logo or highlighting your social media accounts.
  • Leverage your in-person exposure. If you participate in wedding shows or local events, don’t let the competition pass you by! Make sure your booth, marketing materials and promotions are up-to-date and make a great first impression to your potential clients. Remember your presentation is not just for wedding couples, but also makes an impact on your fellow professionals who can become referrals in your network.
  • Make website updates. Websites can be like closets… businesses tend to add content, but rarely remove anything old! Set aside time to do a full vetting of your website, including all pages. Consider updating copy, adding/removing staff member information, reviewing pricing, contact forms and images of your work. A modern site will catch the eye of your prospects, and dated material will be a red flag.
  • Highlight your inquiry form: It is critical to have an inquiry page within your site so couples can easily get in touch to learn more about your services. This may be the point important element to drive your leads and sales! She this page as a prominent link and add a link or small contact form to every page within your site for added exposure. To help track your marketing success consider asking your prospects: “How did you find our site?”
  • Add testimonials to your site: Let your past clients do the selling for you! Collect and add testimonials and reviews from happy past clients, and add sound bites to all your marketing materials. Customer praise should be featured throughout your site, and make sure you add your WeddingWire Reviews widget to show off recent reviews, along with any accolades for reviews like WeddingWire Rated or Couples Choice Awards.

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