» Email Etiquette – Revising Your Signature

Email is a marketing channel that large businesses and small businesses alike use an average of 50 times per day. It’s the most common form of business communication, used to connect directly with future, current, or past clients all day long to relay certain messages. However, we often spend more time worrying about what we say in the body of the email, and give little thought to how we sign off at the end.

The truth is, your email signature is equally as important, as it’s the last bit of information you leave with a client. It’s the part of the virtual connection where you tell your client how best to reach you and what the next step should be. If you haven’t put much thought into your email signature up till now, fear not! It’s never too late to start using these tips to create an informative, professional, and catchy email signature:

  • Simplicity and consistency. The key to successful branding is consistency and simplicity. When it comes to your email signature, this holds true. So while we know it’s tempting to choose a different color for every email signature you write, consider this tip to stay professional. Color can be a great way to highlight your contact information, but you don’t want to go overboard by using crazy colors or wacky fonts. If you do choose to incorporate color, stick to one or two that match your business’s logo (or have some relevancy to your brand).
  • Create a hierarchy. Odds are, you have more than one phone number or email address that you’re currently using. Instead of including all of that information at the end your emails, only use the best ways to reach you. Direct your clients to the best number at the top, to next best, and so on. You don’t need to include your email address (unless you also sometimes use a different email) because that ultimately wastes space.
  • Use icons. Include social media icons that link your email signature to other accounts, such as Facebook, Instagram, LinkedIn, etc. Doing so will increase visits to those pages by making them easier to access and follow, plus potential clients can get a feel for who you are as an individual and as a professional. However, be cautious about which accounts you link to – for instance, if you haven’t uploaded to your business’s Instagram in several months, don’t include it in your signature. You should only include the networks you update the most so you don’t look outdated!
  • Leave some room. You want your email signature to be legible and organized since it includes a lot of important information. Make sure you leave enough space in between lines and numbers so the words don’t clump together and look messy. 
  • Show your free time. Allow people to access your calendar within your signature to book a time to speak with you. This will not only keep you organized, but will make the process of acquiring new clients seamless on both ends! Customers will love how easy it is to see your availability right from your email. Free tools like Calendly integrate with your calendars so appointments that your prospects book will show up with all your other important meetings.
  • Be mobile-friendly. The world operates almost entirely on-the-go, so your emails—including your signature at the end—have to look just as good from a mobile device as they do on a desktop. Try a couple practice tests before sending any emails to prospective clients.
  • Include a CTA. Include a call to action at the end of your email signature that keeps your clients interested. However, be careful not to make it sound too “pitchy,” or self-promoting. A good tip is to include a link to your blog or LinkedIn, where people can go to learn more about you and your business.

Understanding just how important email signatures are as a marketing tool will take your business emails to the next level. By using these tips, you can increase leads and grow your brand with each email you send!

Editor’s note: This article was originally published in July 2016 and has been updated for freshness and accuracy.

» 5 Ways to Market Your Business in the Busy Season

Now that summer is upon us, wedding professionals across the country face an extremely busy time of year: wedding season! While we know that the most popular months to get married are June, September, and October, it’s critical to remember those couples who are only just getting started planning a winter wedding. Here are a marketing strategies your business can use to keep new clients coming in despite all the rushing around you’ll be doing in the busy season.

1. Keep gathering reviews

With all your weddings and events happening in the spring, summer, and early fall, it’s important to gather as many client reviews as possible. Each review is another chance for your clients to spread the word about your business, and each review is valuable for potential clients who are researching your business and other professionals in their area. Plus, recency is still a big factor when couples are evaluating your wedding business, so it’s essential to continue collecting them even if your calendar for the next few months is full!

2. Tailor your content

Blogging is a great marketing tool no matter the time of the year! Continue creating great content about your business with an off-season twist – think about where your potential clients are in the planning process and try to appeal to them with the right content for that stage. Are there things couples should know about your business when they first start planning? Is there a particular time period couples should focus on your business category versus others in the planning process? Gain more readers by targeting them with the right message at the right time.

3. Offer off-season deals

Take advantage of those couples who are engaged but not getting married during the busier months by offering discounts or deals for the slower times on your calendar. Remember there are still a significant number of engaged couples who choose not to get married in the warmer months, and they’re still doing their wedding planning while others are taking their trips down the aisle. Think about popular off-season dates like Christmas, New Year’s or Valentine’s Day and provide special offers, discounts or free add-ons now that help make your business stand out as the perfect choice for their winter wedding needs.

4. Boost your social

One of the best ways to stay top-of-mind even when your workload is full is to continue being active on your social networks. Use social media to offer special discounts, collect reviews and testimonials, share your own content, and run contests or promotions. Your posts will appear within your followers’ social streams, and if you’re creating and posting engaging content, they’ll be more inclined to share your posts with their own networks. Plus, with all the weddings on your calendar, you’ll likely have a ton of real wedding photos and details to post! When their wedding date moves closer, you’ll be the business they remember.

5. Focus on other events

If your business works on more than just weddings – corporate events, sweet sixteen parties, baby showers – ramp up your marketing efforts for those events when the wedding season slows down. By decreasing your marketing budget for promoting weddings and compensating by increasing your budget for promoting your events services, you’ll be able to focus on events that tend to happen all year round. Balancing your efforts in this way will be easier on your budget and help you boost your conversions in your secondary lines of business.

Editor’s note: This article was originally published in April 2015 and has been updated for freshness and accuracy.

» WeddingWire Networking Night Denver

This week, local wedding professionals gathered at Baldoria on the Water for WeddingWire Networking Night Denver!

At the Networking Night, wedding professionals had the opportunity to enjoy an waterfront venue space, network with other local vendors across all service categories, and meet members of the WeddingWire team. Plus, they learned from a panel of their peers on the challenges and opportunities in the Denver wedding market, moderated by Regional Sales Director, Lee Hagen.

Thank you to all the wonderful professionals who joined us! We’re excited to share highlights from the event including our latest issue of WedInsights, and photos from the evening below.

We would like to say a special thank you to the amazing event partners who helped make the evening possible:

Finally, we’re excited to announce the winner of our WeddingWire Prize Pack give away – congrats to Valen from Pink Floral and Events!

» How to Respond to a Negative Review

Negative reviewsReviews are key to your online reputation, and it can be frustrating to receive a review that you may not be satisfied with or feel you don’t deserve. Although you may disagree with the review, it’s important to be professional in your response. Here are some suggestions for responding to negative reviews you may receive on your WeddingWire account:

  • Never write a response while you’re still upset. Take a few hours or even a day before responding to a negative review. Your response is public, so you want to make sure you don’t say something that you will regret later. When you’re calm and ready to address the issue, then you can carefully write your response.
  • Check and re-check your response. Before posting the response, have someone else read it as well just to make sure it does not come off as defensive. Try reading your response from the perspective of a potential client– you want them to see that you are open to feedback and always professional in your communication.
  • Don’t play the “He Said, She Said” game. Remember, the customer is always right (even when they’re wrong!). Apologize for any mishaps you may have caused, or that even may have been outside your control, and point out your other great reviews as proof of your other satisfied customers. Always let them know you value their business and that ultimately your goal was to help create a fantastic event.
  • Keep it simple. Try not to post a long response; leaving a short 3-4 line response is best! Address the reviewer’s concerns, apologize and leave it at that.

What’s the best way to move on after a negative review? Keep collecting more reviews! The more recent reviews you receive, the lower that review gets pushed on your list. Use our Review Collector Tool to keep collecting positive reviews, and you’ll soon forget all about that negative review. Remember, a less than perfect review every so often also adds to credibility, after all, no one is perfect 100 percent of the time!

Pro tip: Don’t forget to respond to positive reviews, too! Let your reviewers know that you appreciate them taking the time to respond to them and return the compliments. Responding to both positive and negative reviews helps show potential clients that you listen to your clients and want to help them have the best experience. It also shows you value the time they took to write the review after their event.

Editor’s note: This article was originally published in October 2013 and has been updated for freshness and accuracy.

» Please Be Seated: Check Out the Brand-New Reception Seating Guide!

For couples in the home stretch of wedding planning, creating a seating chart is an important task that can be a source of stress (and procrastination!) for many. The WeddingWire Editorial and Design teams created the new Reception Seating Guide to help couples plan out their reception seating—providing both etiquette advice and style inspiration. This is definitely a great guide to share with your couples in the later stages of wedding planning (the seating chart is usually created during the last few weeks before the big day!).

Check out the WeddingWire Reception Seating Guide here »

» WeddingWire Networking Night Tampa

This week, local wedding professionals gathered at The Rusty Pelican for WeddingWire Networking Night Tampa!

At the Networking Night, wedding professionals had the opportunity to enjoy an waterfront venue space, network with other local vendors across all service categories, and meet members of the WeddingWire team. Plus, they learned from a panel of their peers on the challenges and opportunities in the Tampa wedding market, moderated by Senior B2B Marketing Manager, Colleen Duggan.

Thank you to all the wonderful professionals who joined us! We’re excited to share highlights from the event including our latest issue of WedInsights, and photos from the evening below.

We would like to say a special thank you to the amazing event partners who helped make the evening possible:

Finally, we’re excited to announce the winner of our WeddingWire Prize Pack give away – congrats to Robert from Mobile Mixology!

» Top 10 Roundup: Most Popular Wedding Business Tips

A lot has changed in the wedding industry over the last 10 years, which has challenged wedding professionals to change with it. Since WeddingWire launched in 2007, we’ve shared marketing advice, expert education, and technology tips to help you manage and grow your business. While the rise of technology has dramatically changed the ways that wedding professionals connect with and book potential clients, many of the core principles of running a successful wedding business remain the same.

Here is a list of our top 10 most read articles of all time, containing some of our most essential business tips, insights, and marketing advice that are still just as relevant today:

#1 – Why Do Couples Ask About Price First?

#2 – Top Wedding Trends for 2017

#3 – 5 Ways You’re Losing The Sale

#4 – Business Branding: Consider Your Color!

#5 – How Are Weddings Changing? WeddingWire 2017 Newlywed Survey

#6 – What to Do When They Don’t Respond

#7 – How to Deal with Pricing Questions

#8 – 6 Ways to Optimize Your Website for Leads

#9 – How to Respond to a Negative Review

#10 – How Should You Politely Tell A Client ‘I Don’t Do That’?

» How to Get Engaged Couples to Follow You on Instagram

how to get engaged couples to follow you on instagram

If you market your business with Instagram, you know the struggle almost every wedding vendor experiences at some point. You want engaged couples to follow you and see your posts, but no matter how hard you try, it seems like the only people you can get following you and engaging with your posts are other wedding professionals.

There are three main reasons for this:

  1. Many businesses set up bots that automatically like photos and follow users who use specific hashtags. If you use those hashtags, you may get followed by lots of other vendors automatically. This is a problem that is difficult to avoid, so don’t worry about these likes and followers.
  2. You may not be using enough or the best hashtags to reach couples.
  3. You may not be actively searching for engaged couples on Instagram or interacting with them, which makes it difficult for you to reach them. If you have tried to do this, you may struggle with trying to find users who are engaged in your area.

So how can you fix these issues and get real engaged couples to follow and engage with you?

Fix your hashtags

One of the easiest ways to start reaching couples on Instagram is to use hashtags strategically. Start by using 20-30 hashtags per post, and always put the hashtags in the first comment. This will maximize your reach and make sure your caption doesn’t look cluttered with hashtags.

Next, go to the profiles of successful competitors in your area. Take note of the hashtags they commonly use in their posts, and use them in your own. Think about which hashtags engaged couples are likely to search for on Instagram and use those, as well.

Here are some ideas for hashtags to use:

  • Location specific hashtags (examples: #nycweddingplanner, #PAweddingphotographer, #nashvilleweddings, etc.)
  • Wedding inspiration hashtags (examples: #weddingdetails, #weddingphotoideas, #fallweddinginspiration, etc.)
  • Branded hashtags to promote your business (examples: #MADbeautiful, #whitneyweddings, #howbostongetsengaged, etc.)

Use the LLLF strategy to reach couples

LLLF stands for like-like-like-follow. The strategy involves finding couples’ Instagram accounts, engaging with three posts either by liking or commenting, then following them. When you do this, make sure to comment something genuine and thought out, rather than quick and vague. The goal is to get the user to notice all of your engagement, click on your profile, and then follow you back.

So how do you find engaged couples to like, comment, and follow? Here are three great strategies:

  1. Search for hashtags engaged couples may use in their own posts to find users who are engaged. Make sure you include a location so that you find couples local to you. Here are some examples of hashtags to search: #NYCbridetobe, #dallasengagement, #LAgroom
  2. Search for engagement photographers in your area and look for users that they tag in their posts, then go to their accounts and implement LLLF. You can also check comments on posts without someone tagged in case the bride or groom commented. If the user is private, you can start by following, then engaging with their posts.
  3. Search for local bridal shops and jewelry stores, and then look for users tagged in their posts. Lots of bridal shops will post, “I said yes to the dress!” photos, while jewelers will often feature customers with their engagement rings.

If you start implementing these two strategies and spending only five minutes per day reaching out to engaged couples on Instagram, you will start to see more couples following you and engaging with your posts. In time, you may even begin to receive inquiries through your Instagram inbox.

 

Photo by Something Blue by Susan Elizabeth

» WeddingWire’s Destination Wedding Guide is Live!

About 15 percent of couples host destination weddings (more than 50 miles away from where they live), and we all know that planning a destination wedding can be quite different than planning a hometown event. The WeddingWire Editorial Team just released a Destination Wedding Guide to inspire and assist couples who are either considering or planning weddings in far-off locales. Inside, you’ll find:

  • Is a Destination Wedding Right for You? A fun flow chart that helps couples decide which type of destination wedding will best suit their needs.
  • How to Pick a Location: A step-by-step guide to choosing the perfect wedding locale and venue.
  • Destination Wedding FAQs: The most-asked logistical and etiquette questions, answered!
  • Real Destination Weddings: Get inspired with some truly stunning destination weddings!

Check out the Destination Wedding Guide, and stay tuned for more exciting guides coming up this year!

» A Roadmap to Inclusive Language For Wedding Show Producers

 

 

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.

A year and a half ago, I spoke with a number of wedding professionals, including Meghan Ely of OFD Consulting and Marc McIntosh of the Wedding Experience, about the importance of challenging bridal bias in 2016. That is, the importance of taking an in-depth look at one’s marketing language and, as needed, looking for ways to update and reinvent one’s marketing language to be more inclusive of both brides and grooms. For some (and you know who you are), this might also include completely rebuilding your brand or business name to be more relevant in today’s marketplace.

It’s a little campaign I like to call #BridalRebrand.

After more than a year’s worth of conversations with Marc about this topic, I reached out to him for an update on the work he’s done to challenge bridal bias, refresh his brand, and continue to evolve his product. As you’ll see in our conversation below, he has taken the concept of undertaking a #BridalRebrand to a whole new level.

As you consider this update in the Wedding Experience rebranding journey (the backstory of which you can read here), I hope you’ll also consider the scale and impact with which his work impacts our industry — couples and professionals alike.

Further, I hope you’ll take note: if you are a wedding professional who markets your services through expos like the Wedding Experience, it’s incredibly important for you to recognize how any bridal bias you have in your marketing language might be interpreted and potentially draw the wrong kind of attention to your brand.

Remember: unless your services are intended exclusively for women (eg, wedding gowns), wedding marketing needs to be about “brides and grooms” and/or “engaged couples.” Undertaking a #BridalRebrand may feel daunting but it’s doable. Case in point: the evolution of the Wedding Experience.

KATHRYN: Beyond updating your general language to be more inclusive (for example, using  “engaged couples” and “brides and grooms” instead of “brides”), what other changes did you make in your marketing materials?

MARC: In the past, when we relied primarily on mass-appeal advertising, our message tended to focus on the white female that made up the majority of our audience. Today, there are advertising opportunities that can be narrowly targeted, including social media, online music services and retargeting ads. We can now run ads that reach, for example, only Hispanic engaged couples within a 25 mile radius of our event. This has allowed us to target specific audience segments with a message that speaks directly to them.

While our events have always been designed to be open and inviting to everyone, we didn’t do a great job of communicating that in our advertising. Through targeting, we are now able to appeal to attendees regardless of their ethnicity, age, or sexual orientation. We have advertising that includes images of same-sex couples, and we were the first major wedding show producer to do so.  We have also integrated images that include multi-cultural couples, and we now include models of various shapes and sizes in our fashion shows.

 

“I see our changes as more evolutionary than revolutionary.”

– Marc McIntosh, The Wedding Experience

 

K: Did you run into any roadblocks or special challenges in implementing inclusive language in your print materials vs. your digital materials?

M: We have two audiences, the couples who attend our shows and the wedding professionals who exhibit. Our changes on the attendance side were relatively easy and involved tweaks to our advertising, registration forms and show branding. The changes on the wedding professional side proved to be a bit more challenging. Our exhibitor marketing materials screamed ‘bride’ (‘hundreds of brides attend’, ‘sell to a huge audience of brides’, etc.). The word ‘bride’ was so easy to use (and overuse), and we found that simply replacing it with ‘engaged couple’, or something similar, was a bit awkward at times. Making this change required a major rewrite of our marketing materials, but I am happy with the end result.

K: As you look back, what was the single most difficult hurdle to navigate during your #BridalRebrand overhaul?

M: The biggest hurdle was deciding how we were going to change our advertising to appeal to same-sex couples. Although same-sex marriage is legal, unfortunately, it is still a controversial subject and not yet universally accepted. This is a particular concern in the more conservative markets in which we produce our events. We realized that our changes might offend some prospective attendees and exhibitors, so the challenge was to find the right balance. Once we decided to make the changes, we proceeded without hesitation.  

 

“The best piece of advice that I can offer…is that being more inclusive in your marketing message can result in increased business.”

– Marc McIntosh, The Wedding Experience

 

K: What was easier to implement than you expected?

M: I see our changes as more evolutionary than revolutionary.  We have always strived to be fresh and relevant, and our ‘Bridal Rebrand’ was a continuation of that process. Many of our changes were very easy, such as changing the wording on the buttons we give out at our shows. These now read ‘I’m Getting Married’ instead of ‘Bride To Be’.

K: What sort of feedback have you gotten from the wedding professionals and engaged couples with whom you work?

M: We haven’t received a lot of feedback, either positive or negative, and that is exactly what we wanted. Our attendee audience turns over every year, as people enter the market when they are engaged and leave when they are married. The result is that most are seeing our advertising for the first time and don’t notice that we’ve made changes.

That said, we have seen a substantial increase in the number of couples attending our shows, whereas in the past our attendance was overwhelmingly female.  We have seen a small increase in same-sex couples, but not as many as we would like to see, so we continue to tweak our advertising to that market segment.

K: Anything else you’d like to add or additional advice you’d offer to your colleagues in the industry?

The best piece of advice that I can offer, which was my largest takeaway from all of the work we have done together, is that being more inclusive in your marketing message can result in increased business.  The millennial audience, regardless of their demographic, like and appreciate businesses that are inclusive.

Editor’s Note: if you are looking for a market research resource, check out WeddingWire’s WedInsights.

» Get Ready to Rock with the WeddingWire Music & Entertainment Guide!

Anyone who’s ever attended a wedding knows that the right music can make or break the experience. That’s why the WeddingWire Editorial Team created the brand-new WeddingWire Music & Entertainment Guide. It’s full of useful information to help couples choose both the right songs and the right professionals for their ceremony, cocktail hour, and reception—definitely worth sharing with your clients. Some of the topics covered in this guide include:

  • How to choose between live music or a DJ
  • Top songs for the important moments
  • How to best work with your music professionals
  • Other forms of entertainment for your wedding day

Be sure to check out the WeddingWire Music & Entertainment Guide, and stay tuned for more guides throughout the year.

Cover photo by Afterglow Images

» WeddingWire Networking Night Southern New Jersey

This week, local wedding professionals gathered at The Carriage House for WeddingWire Networking Night Southern New Jersey!

At the Networking Night, wedding professionals had the opportunity to enjoy an gorgeous venue space, network with other local vendors across all service categories, and meet members of the WeddingWire team. Plus, they learned about local-industry statistics and how to better reach engaged couples through social media from WeddingWire’s Regional Manager of Customer Success, Katey McBurney.

Thank you to all the wonderful professionals who joined us! We’re excited to share highlights from the event including the educational presentation, our latest issue of WedInsights, and photos from the evening below.

We would like to say a special thank you to the amazing event partners who helped make the evening possible:

Finally, we’re excited to announce the winner of our WeddingWire Prize Pack give away – congrats to Anna from Ramblewood Country Club!