» Is Your SEO Up to Par for 2018?

This post was written by Mike Anderson, Associate Director of SEO at WeddingWire.

These days, most purchases start with a search.

Customers turn first to Google or Bing to find what they’re looking for, which means if you want to be found, a strong search engine presence is a must. In fact, 81% of people perform some kind of search before making a large purchase. (1)

But in order to land high in Google’s search engine results, you first have to make your website and content easy for Google and customers to understand.

As we kick off 2018, follow the steps below to make sure that your SEO is up to par to gain online visibility, increase your website traffic and ultimately, your sales.

Find relevant keywords to focus on

The first step in optimization is to figure out what keywords you want to rank for. To help find keywords, there are a number of free tools available such as Moz’s Keyword Explorer and the SERPs Keyword Research Database. If you have an account with Google AdWords, their Keyword Planner is a great option as well. Each of these tools allows you to find popular search queries and export keywords you like.

Tip: When conducting your keyword research, try to search for keywords as your customers would. If you were looking for a DJ in your town, what would you search for?

Optimize your website

Once you have a list of keywords, the next step is to incorporate them into your website. Try to be strategic. Make sure keywords are included in the following elements of your website:

  • Title tag – keep it to 50-60 characters and use your target keywords at the beginning. Treat it like a headline – your title tags should be compelling to your audience and include your brand name towards the end
  • Meta Description – these are limited to 160 characters, Make sure they give an accurate description of the page, include your target keyword(s), and are intriguing enough that users will want to click through
  • H1 – this is the heading of a page. It should be kept to about 20-30 characters, and describe the page’s topic. It will often be similar to your title tag, and likely be the title of a blog or article on the page, which means it should stand out and include the keyword that page is targeting. Use only one H1 tag per page.
  • H2s – these are your subheadings, which can be used to break up the content on a page. Don’t include your target keyword in every one, but try to use it once or twice.  

Tip: Try to optimize your homepage for 2 to 3 broad keywords and use sub pages to target more specific, service-related terms. Also, don’t forget to make sure your site is optimized for mobile use. More than half of all searches are done on mobile devices!

Make sure your content is unique and engaging

Once you have optimized your website, it is important to focus on your content. Content quality is widely regarded as one of the most important SEO signals, and speaks volumes about your website’s reputation. By posting quality photos, engaging articles, and useful resources, your clients will want to link to your website. Content freshness is also an important ranking factor, so remember to post new content every so often.

As you begin writing, keep in mind, content should be formatted in a way that keeps readers engaged.  Use short blocks of content to make it easily skimmable, and use a combination of bullet points and paragraphs. Remember to also include links where possible and natural, both to other pages on your site as well as to other relevant websites.

Tip: If you’re looking for article ideas, refer back to keyword research tools to see what things your clients are searching for. Or take a look at your competitor’s social media profiles to see what topics are most popular with similar audiences.  

Optimize your business profiles

While your website is an important asset, it’s critical to ensure that your business information and content is accurate and well represented on other sites as well. Make sure that your Google My Business listing is claimed and features accurate information. The same goes for local directories like Yelp, YP, Apple Maps. Also, if you have signed up for WeddingWire, make sure to add a thorough description of your business and high-quality photos.

As you are filling out your profiles, remember to fill in as much information as possible. The more you provide, the easier it will be for customers to find you. In addition to address and contact information, try adding a relevant category to your Google My Business profile, mention any areas your business specializes in or choosing a high quality profile photo to use in your listings.

Tip: To run a quick analysis of your local listings, try Moz Local, which offers a free scan and score.

Grow your social communities

In addition to your site and your online profiles, social media is also an important part of your online presence. Being active on social media can help grow your online audience, and more importantly, drive more leads. But it can also help your SEO. Studies have shown that social linking itself does not add much SEO benefit. But related signals – such as business reviews and links back to your site from bloggers – can make a big difference. Regular posting on social networks can also help you see what content resonates with your clients, giving you ideas on what other topics would be good to write about. The larger your audience becomes, the more likes, reviews and links you receive.  

Tip: Make sure you provide information about your business on Facebook, Twitter, Instagram and other sites you appear on.  

Also, consider boosting some of your posts. Because business pages have limited organic reach, boosting will gain a significant amount of exposure and visibility. When choosing which posts to boost, remember to pick ones that promote your own content and are especially helpful to your audience. Also consider boosting anything designed to collect contact information, such as free downloads and giveaways.

Take it from Google

Google offers a number of resources to webmasters interested in bettering their sites and their search engine rankings. Their official webmaster guidelines is a great resource to learn about recommended best practices and discouraged activities. The company also has multiple spokespeople that answer community questions and give updates on changes to Google’s algorithm.

Tip: Check out Google’s webmaster guidelines to learn more about SEO best practices. Also, try following John Mueller (@JohnMu) on Twitter for the latest updates.

SEO isn’t always easy, but it is worth it.

So take the time to find the best keywords. Incorporate them properly and naturally into your site and content. Optimize your online presence with the correct information, and reach out to influencers in your industry.

Once you’ve done so, the pay-off will be a higher rank in search engines, more exposure, and more leads.  

Sources
(1) Retailing Today (2014)

» Why You Should Always Think Mobile in Your Marketing

This article was written by Sonny Ganguly, CMO of WeddingWire.

In 2018, a mobile-friendly website is no longer a trend or a nice-to-have – it’s a necessity for conducting business, especially in the wedding industry. More than ever, couples are using smartphones at all hours of the day to keep the planning process moving, from searching for wedding professionals to finding inspiration for the big day. Your mobile website might be the first-and-only impression a couple sees of your business, so it’s vital that your site provides a great user experience and highlights important information that will turn prospective clients into a bookings.

The tech landscape is fast-evolving, and not so long ago simply having a great website could put you ahead of your competition. But today, it’s no longer enough to give you a competitive edge. No matter your industry, you must be aware of the new platforms and tools used by your audience. If the majority of your audience is using mobile (and they are!), you should make the investment in mobile optimization and prepare for the Google mobile-first index.

Millennials are programmed to think mobile

As we know, smartphones have significantly changed consumer behavior and their impact on the wedding industry is no exception. Roughly 90% of adults in the U.S. between the ages of 25-34 own a smartphone, meaning that the majority of engaged couples are active on mobile devices.

Today’s society is accustomed to instant gratification, and the same holds true for couples in the wedding planning process. Smartphones allow couples to search for information during their commute, while at the gym, or pretty much anywhere at anytime of the day. It’s critical to provide the content they’re searching for when you have their attention! If a couple can’t find the information they’re looking for on your site, they’ll quickly move on to the next.

Mobile optimization is essential

Gone are the days when a business could get away with displaying their desktop layout on mobile. The moment a prospect needs to magnify text on their smartphone, you’ve lost a client – and if they’re willing to stick around, you’re certainly not providing the amazing experience your brand deserves. Instead, your business should have a responsive website, meaning that the content on each page adjusts to the device being used, so you can provide the best experience no matter how visitors are viewing your site. If you just redesigned your website and it’s not responsive, no need to panic! Until you’re ready to fully optimize your website, take the following actions to improve how your site appears on mobile without a responsive template:

  • Keep your color palette and branding consistent
  • Stick with a simple layout and avoid multiple pages
  • Resize your font and images to be mobile friendly
  • Reduce the amount of text displayed
  • Use large clickable buttons for calls-to-action

Understand how customers interact with your mobile site

Each week, couples spend over 30% of their time planning their wedding from a mobile or tablet device, which is about 40 minutes a day. During this time, couples are searching for things like wedding checklists, planners, colors, themes, websites, venues, budgets and more. Couples feel that these searches are less “risky” actions to be taking on mobile.

While all businesses need to have a strong mobile presence, it’s important to recognize if the product or service you provide is better suited for a desktop or mobile interaction and adjust content accordingly. While a couple might not create their wedding invitation on a mobile device, they will certainly browse for design inspiration on mobile. Think about what is most valuable to your clients and how you can deliver a great experience, while highlighting the most meaningful content (like providing contact information or sharing inspiring imagery). A good mobile experience does not need to replicate your website but should offer content that makes prospective clients want to take the next step.

Be ready for mobile-first SEO

By optimizing for mobile, you are setting yourself up for mobile-first search engine optimization. Now that mobile searches outnumber desktop searches, Google has been working on a rollout that will create and rank search listings based on the mobile version of content rather than the desktop experience. This project is most likely to launch sometime in 2018 and could negatively impact your search rankings over time if your site is not mobile friendly. You must ensure that your mobile site is at parity to your desktop version.

Having a mobile presence for your wedding business will change the way potential customers interact with your business for the better! Keep these advantages in mind and you’ll reach more couples and keep them coming back to your business.

Sonny GangulySonny leads WeddingWire’s B2C/B2B marketing strategy, customer acquisition, and community development. Sonny is a widely acclaimed speaker, giving over 50 presentations across the globe each year on technology, marketing and strategy. Sonny holds a B.A. in Economics with a focus in Management and Marketing from The University of Pennsylvania and an M.B.A. from Harvard Business School.

» Holiday Marketing Strategies to Boost Your Bookings

If there’s one thing people love, it’s a good holiday! The United States has a number of holidays throughout the year that mean time off and joyous celebrations. While they’re an excellent time for consumers to kick back and relax, holidays provide a great opportunity for wedding professionals to get in on the excitement.

This holiday season has us thinking about capitalizing on holiday buzz – and how to leverage the goodwill of an upcoming holiday by using one of these marketing strategies.

Create holiday-themed images to use on your social networks

One of the easiest ways to promote your wedding business during a holiday is to create holiday-themed images, just like the one featured above! Ask your graphic designer to help if you have one (or know one), or use a free app like Canva to add your own text and logo to the image of your choice. Even a message as simple as “Happy Holidays” with your logo and a nice image will provide a personal touch and keep your business top of mind without much effort. Post these images on your social networks, or add them as your profile and cover photos on Instagram, Facebook or Twitter. Once the holiday has passed, don’t forget to change your photos back to your typical year round photo.

Introduce holiday deals and promotions

Another great way to capitalize on the buzz around the holidays is by offering deals or running promotions. Most retail brands run sales during holiday weekends, so couples are probably already on the hunt for a good deal. If you are approaching a holiday and still don’t have an event, run a promotion that offers a special package or additional services for a wedding on that holiday. Or, if your business serves consumers beyond weddings (florists, makeup artists, photographers), consider offering a discount to get more people in the door on a day where they might otherwise be busy.

Run a social media contest

If holidays are typically already popular dates for your calendar, you could run a social media contest in lieu of offering a discount or special deal. Run a sweepstakes, photo, or video contest and award the winner with services on the upcoming holiday. Facebook is often the preferred social network for running contests, but you can use your favorite social network to promote the contest and accept responses so that the effort required is minimal.

Incorporate charitable components

Certain holidays like Memorial Day, Thanksgiving, and Christmas are popular holidays to give back to the community. Think about any local or national charities you know that are associated with those holidays or could benefit from some extra assistance and incorporate them into your promotions or contests. You could donate a portion of profits made during the holiday, or even make a donation on behalf of whoever wins your contest. No matter how you decide to promote your business around the holiday, incorporating a charitable component is sure to boost engagement!

Happy Holidays from all of us at WeddingWire!

» WeddingWire Networking Night Richmond

This week, local wedding professionals gathered at Dover Hall for WeddingWire Networking Night Richmond!

Wedding professionals had the opportunity to enjoy a stunning event space fit for royalty! Guests met other local vendors across all service categories as well as members of the WeddingWire team. Plus, they learned local-industry statistics and insights on working with millennial couples in the wedding industry, presented by WeddingWire’s Associate Director of Customer Success, Kyle Mihalcoe!

Thank you to all the wonderful pros 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 lovely evening below. For additional photos from the evening, check out our gallery!

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 Katherine from The Westin Richmond!

» How to Thrive in Our Visual Industry

Photo by Bellagala Photography

This article was written by Kevin Dennis, editor of WeddingIQ.

The wedding industry is a visual business. There are few other moments in most couples’ lives when the majority of consumers will spend top dollar to have professional images taken, or hire designers to handle décor and florals for a single event. The first thing a couple does when wedding planning is turn to a source of inspiration images, whether in a print magazine or on social media. Wedding professionals have no choice than to be visually oriented in order to thrive.

The quality of your visual marketing, its reach and accessibility are all important to how well your company is received. We’ve assembled some of our top tips for selling with visuals to help you take full advantage of your opportunities.

Take top quality images

Depending on your market, this could mean many things, but ensuring that you have excellent visuals to attract prospective couples is the first step. Develop relationships with photographers so you can get access to real wedding images in a timely manner, if possible. Take advantage of inspiration shoot opportunities. You can even hone your talents and take your own awesome images to use in your marketing. Smartphone technology allows us all to be better photographers than in the past, so learn how to use that to your advantage.

Make your business space visually-oriented

Our office is saturated with visuals. We keep large canvasses of our work on our walls and even in the bathrooms! 60” TV monitors constantly show a slideshow of our best work, and we hand each client an iPad when he or she walks through the door with an album of our recent events in their venue on the screen.

Be careful as you put together your own visual playground that you are able to keep your images updated. Over time, any photo will look dated and becomes irrelevant, unable to promote your new inventory. Create easily updatable formats for promotion like slideshows so your new clients see the most current options at all times.

Take advantage of social media

Use all available channels to share your work – and make sure that the majority of what you put out is, in fact, sharing and not overly “promotional.” Tell a story with your visuals that includes your products and services, but also inspires couples to see themselves in your client’s’ shoes. Brand your images not just with watermarks, but with recognizable inventory or moments that strongly remind your market of you.

A picture may, in fact, be worth a thousand words, so what is your visual marketing telling your prospective clients about you?

Kevin Dennis is the editor of WeddingIQ and the owner of Fantasy Sound Event Services, a full-service event company based in Livermore, California. Dennis is the current chapter president for Silicon Valley NACE, and a previous national president for WIPA.

» How Effective Are Your Email Responses?

Photo by Gawne Design Photography

Over the last couple of weeks we’ve shared some quick actionable ways to tune-up your Storefront and website for engagement season, and now it’s time to give your digital communications some love with these tips from Education Guru Alan Berg. Newly engaged couples will be reaching out soon – so keep these tips in mind to create powerful connections with potential clients.

Don’t rush to change the format

One of the biggest mistakes that wedding professionals can make right out of the gate is responding to an inquiry from a potential client in a format that is different than how they reached out. It’s likely that they were given the opportunity to contact you in multiple ways, and then they chose what worked best for them. According to WedInsights, 48% of couples express frustration when their vendor does not reciprocate their preferred communication type! So start with their preferred method, then once you have a back and forth going, you can ask them for a phone call, appointment, or another method that is necessary.

Respond quickly

70% of couples say vendor responsiveness is one of the top qualities they consider. It makes sense right? Most couples expect to hear from you within 24 hours, but they actually want that response right now! They are obviously in the frame of mind when they reach out, so ideally you want to catch them in that same state. The first vendor to respond will grab the couple’s attention and have an edge up on the competition.

Fit the first reply on a smartphone screen

When responding to a couple’s first inquiry, make sure that your response fits nicely on a smartphone screen. You should never assume that the couple will read your response on a computer and you don’t want to lose them in a reply. So make it easy for them. Email yourself one of your standard replies and open it on your smartphone. If it all fits, great! If it doesn’t, shorten it until it does. Also, make sure that the information is easily digestible by breaking into short paragraphs.

End the reply with one question

If you want to keep the conversation going, you must ask a question. Periods stop the conversation, but question marks open up a dialogue. Make the question something very simple and easy to answer. You don’t want them to have to think too hard or long to give a sufficient answer. Some examples are: “What other questions can I answer for you?”, “Are you planning on having your ceremony here as well?”, “Have you seen us at another wedding?” etc.

Don’t send attachments

Attachments are almost impossible to open and read on phones, even if they are beautiful. If it wasn’t formatted for phones, then we don’t suggest attaching it to emails. Instead you can put that information on a hidden page on your website. Then link to that page in your reply.

Auto replies should provide value

When was the last time you received a “Thank you for your message, someone will get back to you as soon as possible” and thought, “Oh great someone is going to get back to me!”? Probably never. That’s because you already knew, or assumed, that someone would get back to you. If you are using auto replies, make sure that you include information that couldn’t be gathered otherwise to add value to the inquirer’s experience with you.

Create a bank of testimonials

One of the greatest ways to show off your value is by letting a past client do it for you. Anytime someone says something nice about you or your business, copy it and save it. Whether it’s in person, through email, WeddingWire, Facebook, Instagram – anywhere, add it to a document with their name, city and state. Then highlight or bolden the statement that you want to highlight. When replying to an inquiry, find a relevant testimonial and include it!

» Is Your Website Turning Away Potential Clients?

Photo by Blueflash Photography

You’ve been hearing it over and over, engagement season is just around the corner! But what does that mean for you? This is the ideal time of year to strengthen your Storefront, website and communications to stand out to newly engaged couples when they start searching for their wedding team. Education Guru Alan Berg recently shared his best tips for tuning up these areas to help you connect with more couples in the coming months.

Here are the top four ways that you can take action now and strengthen your website:

Choose images that are aspirational

Using aspirational images is a top tip for Storefront improvements, but it is also equally true for your website. Your goal is to find images that invoke an emotional connection between the couple and your business. A couple’s first reaction should be, “Wow, I want to be just like that couple!” Remember: the head has a budget, the heart does not. So find photos that touch their hearts.

Take action:

  1. The key to building an emotional connection with a couple is showing them what they could look like on their big day. Assess your website images and see if you are showcasing happy couples. If you aren’t, then change your photos or add in new ones! For some categories this can be difficult, but try to show couples interacting with you or your service.
  2. If your options are limited for this type of photo, feature a mix of photos of ideal couples you have worked with and photos of you or your best work.

Make sure the text matches the aspiration of your photos

When a couple comes to your website, it’s because they are coming to learn more about you and the service you provide. If the feeling you portray in the words on your website doesn’t match that of your images, it can feel disjointed and may not inspire them to reach out.

Take action:

  1. To match the feeling that couples see when first come to your website, you need to narrate the results and outcomes of what they will receive from you. If you’re a photographer, talk about the emotion that your couples feel the first time they see their photos. If you’re a caterer, talk about how guests rave for weeks and weeks about your food. Those are the outcomes couples want, so that’s what you need to talk about.
  2. Do the “you test”. When you use the word “you” on your website you are automatically allowing the couple to visualize themselves working with you. To do this test, go to your current website then on the taskbar click edit, then find, then type the word “you” and hit search. The more times the word “you” pops up, the better! If the current number is low, reread your text and find the appropriate places to insert the word “you”. Remember: You want to talk to them about them, because that’s who they care about!
  3. Read all of the text on your website out loud. This may seem a little silly, but it’s a great way to catch yourself if you are using language that you typically wouldn’t with a couple or have outdated information on your site. Question every sentence to make sure that you are describing your business accurately and using language that connects directly with the couple reading it.

Include social proof of your capabilities

Engaged couples want to hear about you and your capabilities, not from you, but from other couples that have experienced what it’s like to work with you. The best way to incorporate social proof into your website is by utilizing testimonials and reviews. The more you are able to incorporate these things into your website, the more engaged couples will be able to see the consistency of your work and how other couples felt about working with you.

Take action:

  1. Add a reviews section to your website. Include reviews with specific praise and strong emotional keywords. Make sure this is an actual part of your website and not a widget. Those keywords are great for your SEO!
  2. Choose the best reviews to feature on your website. You should still provide a link to your WeddingWire storefront where they can read through all of your reviews, but on your website you should highlight the reviews that reflect your ideal client and convey how much you care about your clients.

Create specific calls-to-action

Once you have an interested couple on your website, your biggest mistake would be to leave them wondering what to do next! Just as you’ll guide them through the wedding planning process with your business, guide them through your website with very specific and straightforward calls-to-action.

Take action:

  1. First, if you don’t currently have any calls-to-action on your website think about the specific actions you want a couple to take. Do you want them to call you? Reach out via email? Read your reviews? Look through your photos? Each page will probably have a specific action tied to it. Make sure to think these through to ensure they are clear and not misleading.
  2. Once you’ve determined a strong call-to-action, incorporate it into each page! Whenever possible, create the call-to-action as a button rather than a “click here” in text or an arrow.

Stay tuned over the coming weeks for engagement season tune-up tips about client communication strategies. Be sure to check out Alan’s Storefront tune-up tips, too!

» 5 Instagram Must-Haves for Engagement Season

instagram

Photo by Clay Swanson Photography

Engagement season is quickly approaching, and one of the first places couples will research vendors is on Instagram! To prepare, you should make sure your profile is in tip-top shape so that couples feel drawn to you when they come across your content. Once you draw them in, you should also make sure to prompt them to visit your website or send you an inquiry.

Here are five things that your Instagram profile should have in order to stand out to couples this engagement season.

Make your bio shine

When couples land on your Instagram profile, one of the first things they will see is your bio. Instagram bios can be a max of 150 characters, so you must make every character count. Here are a few things to remember to include when writing your bio:

  • Succinctly explain what you do and who your ideal client is
  • Show your personality
  • Include a call to action

Read more about how to write a social media bio that attracts couples here.

Create a clear call-to-action

Just like you should have on your Storefront or website, a call-to-action on your social media channels is a must! You’ve captivated a couple so don’t let them leave without giving them direction to head to your website or contact you. There are two great places to do this on your Instagram profile:

  1. Your Bio – Give couples an instruction in your bio. For example, you might say, “Click below to see my full portfolio!” or “Message me to learn more!” or “Have a question? Let’s chat!”
  2. Your Link – When you click to edit your profile in the Instagram app, you will see a field where you can enter your website URL. Use this strategically by linking to your About Me page, a lead magnet landing page, or a portfolio page. This will give potential clients the most important information about your business and motivate them to contact you.  

Post quality content daily

After making sure that your profile is captivating and providing direction to incoming couples, make sure that you are staying top of mind! One of the best ways to stand out from your competitors is to have a fresh,  up-to-date Instagram feed. This will help showcase your work as for couples that follow you and ensure that you  continue to pop up in their feed.

Don’t forget that Instagram is a visual platform, so when posting regularly,make sure that you are posting visually appealing and inspiring content. You want to post aspirational content that makes a couple stop and think “Wow – I want to be THAT couple.” Apply these tips for curating Storefront photos to your Instagram feed.

Show your personality

You may be using Instagram to market your business, but remember – couples also care about the person behind the business, too. Every so often, post photos that tell a bit about you and show your personality. You can share selfies, photos of your work space, photos taken with past clients, or even just photos of things that make you happy throughout your day. This will help you create a connection with couples and attract more ideal clients.

Optimize for engagement

There are two kinds of Instagram engagement that you should focus on. The first is on your profile itself. Couples want to see that your posts have likes and comments. To increase engagement, include relevant hashtags and ask questions in your captions to encourage people to comment.

The second is your engagement with other profiles. Avoid only logging into Instagram to post your own photos. Instead, make sure to spend a few minutes each day browsing through your feed, liking and commenting on others’ posts. You can also search for hashtags that local couples may use in their posts, then engage with their posts. This will grab their attention and encourage them to click through to your profile.

» Why You Shouldn’t Cater to Only One Type of Client

Photo by Cassie Madden Photography

This post was written by Megan Hayes, Regional Manager, Customer Success at WeddingWire.

One of the most common challenges in the wedding industry is the lack of diversity and representation of all types of couples in the media. While society has led us to think a certain way based on what’s typically portrayed in media outlets, such as magazines and television, the reality is that today’s couples come from all backgrounds and lifestyles.

Just think: How many times have you seen a young bride standing alone on the cover of a wedding magazine and thought, “Wow, she really represents all of my clients”? The short answer is you probably haven’t!

Whether it’s your business website, your social networks, or ads in wedding magazines, only catering to one type of client could mean that your website (and marketing materials) could be turning away potential clients. According to this WedInsights fact sheet, 40% of straight grooms and 50% of brides and grooms of color say it is challenging to see themselves reflected in the content and imagery of magazines and online resources. Additionally, same-sex couples and those with lower household incomes are more likely to say they also experience this lack of representation in media.

It’s important to remember that all types of couples are looking for inspiration and relevant resources to help them with their decision-making needs throughout the wedding planning process. If couples can’t relate to, or identify with your work, this might deter them from considering your services. Conversely, our data shows that representing more diverse audiences can actually benefit your business. According to our 2016 Survey of Contemporary Couples & Current Wedding Trends, 98% of same-sex couples surveyed feel positively about a company featuring same-sex imagery on their websites and marketing collateral.

In preparation for engagement season, take a second to think about the couples you’ve worked with in the past year. Now take a look at your advertising. Does your advertising display the array of body shapes, ages, ethnicities, genders, sexual orientations, or even personal styles of the couples you service? Are all of your recent clients reflected in your marketing materials? If your answer is no, here are some suggestions for how you can incorporate diversity into  your website, WeddingWire Storefront, and other marketing materials to make underrepresented couples feel welcome:

  • Display an assorted representation of couples you’ve worked with through visual content on your Storefront such as your main image, photo albums, and video content.
  • In your About Us section, use inclusive language (i.e. use “couples” in place of “brides” wherever possible) and convey that you embrace diversity and welcome all couples.
  • Utilize photography that showcases diversity in your blog posts, social media channels, and on your website.

Remember: Small changes can go a long way towards helping all types of couples feel comfortable reaching out to you and booking your business.

 

Megan Hayes is a Regional Manager of the Customer Success Team at WeddingWire. As a client-facing customer advocate with 7+ years of experience in both account management and online advertising, she’s now taken her experience and travels nationally speaking on topics to empower small businesses with industry trends. She earned her bachelor’s degree in Communication Studies with a Public Relations concentration from James Madison University.

» How to Prep Your Press Page for Engagement Season

Scott Aleman Photography

Photo by: Scott Aleman Photography

This article was written by WeddingWire Education Expert, Meghan Ely.

As the holidays begin to approach you can almost feel it coming…engagement season is just around the corner. Happy couples excited about launching into their wedding planning will be discovering you daily through your online presence. So you must ask yourself: Is my press page ready?

One of the best tools at your disposal to capture press about your company and promote it long after the publish date is a press page that features links to your recent mentions and serves as testimony to the recognition you have received.

You work hard year-round to keep your PR strategy on track and your name in front of the right audience and you don’t want to let an out of date press page weaken your overall publicity strategy. So, gear up for engagement season and prep your press page now.

Audit Your Online Footprint

Before couples start to search for your services, take a long, hard look at your press page and ask yourself the following questions:

  • Is your page current? It’s easy to let things slip in the busy season, so make sure you’ve collected your press from the last year.
  • Is it easy to navigate? Your press page should be simple, yet impactful. It should showcase your top press with links to the coverage as appropriate. Don’t make couples hunt and peck to find what you want them to see.
  • Does it highlight my top press? It’s a common mistake to put the page in chronological order, but that’s not ideal. You need to include a mix of press, with the majority of features from the past year and with your very best press near the top. Prioritize highly trafficked sites and those that will impress prospects the most.
  • Is it consistent with the couples I want to attract? Another mistake is to believe that you must include every single press mention you’ve ever received. At a minimum, you need three features on your page, but you can certainly include more. When deciding what to use and what to trim, focus on the press that will attract your target prospects and help convert them to booked business.

    Do all of the links work? This is the time to test them out!

Review Your Social Media Press Promotion

You should also evaluate how you promote your press with social media. Different platforms have their own specific press pages, such as:

  • Facebook: Create an album dedicated exclusively to press about your business. Upload screenshots and scans or links to magazine features and credit the sources accordingly. Also, tag the wedding day team that helped the day come together.
  • Pinterest: Create a board dedicated to pins of your press.
  • Instagram: Consider a branded hashtag that relates to your company and press. Use your phone and take a screenshot of online features or take a photo of print pages and share them in a post.

Make sure that prospective clients can easily find an up-to-date and powerful representation of the press you’ve worked so hard to receive. Review your press page now and make any necessary updates and upgrades before engagement season begins.

Haven’t yet focused on press for your business? Here are some tips to get started.
Easy Peasy PR Tips for Small Business Professionals
Wedding PR: Crafting Your Personal Brand
What Are the Best Media Outlets for Me?

Exclusive Wedding PR Education Expert for WeddingWire Meghan Ely is the owner of wedding PR agency OFD Consulting. She also leads the newly launched OFD Collective, a membership based community of wedding professionals seeking PR education and publicity opportunities for their business.

» Social Media Insights: Use These 3 Platforms to Book More Couples

It’s challenging to stay on top of the latest social media sites and trends — especially while you are busy running a successful business. However, social media doesn’t need to require a ton of time to make a big impact and expand your client reach.

To start gearing up for engagement season we recommend evaluating your presence on the ‘big three’ social media sites that your clients are loving — and determining where you need to be active this engagement season.

Here are a few of our key insights:

  • Visual sharing on social is key. This is part of the reason that Instagram has risen to popularity so quickly! Billions of photos and videos are shared on social media everyday. Don’t miss an opportunity to show off your work on a regular basis!
  • Your clients love social media. The majority of today’s engaged couples are Millennials in their twenties and early thirties. 86% use social media and 56% report that they would only consider booking vendors they can find on social media.
  • How do they use social while planning their wedding? First, they turn to the virtual pinboard site Pinterest to get inspired. Next, they move to Facebook to learn more about vendors they are interested in, then they turn to Instagram to see your aesthetic and style.
  • They follow the wedding pros they’re interested in. 61% of couples ‘follow’ or ‘like’ the professionals they want to learn more about. Why? To get inspiration for their wedding, see the quality of your work and get more info about your business.
  • Where should you invest your time? The top three sites to invest your time and connect with your clients today are: Facebook, Instagram, and Pinterest. You can cut back time on Snapchat, Twitter, Google+ and Tumblr due to a lack of interaction with your clients or general sharing traffic on those sites this year.

For more tips on social media and how to freshen your social media sites in preparation for engagement season check out these articles:
Social Media Bios That Attract Couples
Social Media Marketing: What Not To Do

» How to Run a Facebook Contest This Engagement Season

Walking Eagle Photography

Photo by Walking Eagle Photography

Running contests and giveaways is a great way to get engagement and visibility for your Facebook page, but it’s important to be aware of the  promotional guidelines you must follow to ensure a successful promotion. Before running a Facebook contest or giveaway this engagement season, we recommend brushing up on Facebook’s guidelines in order to avoid your account being flagged or shut down. Here are three of Facebook’s rules that you may not have known about before.

You cannot ask for shares or tags as a requirement for entry

“Share this post and tag a friend in the comments to enter!” is a common line found in contest posts on Facebook, and it makes sense, right? Shares get you in front of more people and if someone tags a friend who is engaged, it can get you in front of more potential clients – plus, everyone asks for shares and tagging in the comments! It can’t be that bad…right?

As innocent as it may seem, asking for people to share your post or tag a friend violates Facebook’s guidelines. The official Facebook rule states, “Personal Timelines and friend connections must not be used to administer promotions.”

This means that you cannot ask for people to: share your post to their page, share your post to a friend’s page, tag friends in the comments, or tag friends or themselves in a photo in order to enter your contest.

However, you can ask people to like the post or comment in order to enter. You can even encourage tagging a friend in the comments or sharing the post to spread the word, as long as it is not a condition to enter the contest.

You must state the official terms and eligibility requirements for your contest

Your post should explain the rules of the contest or giveaway. Make sure to include minimum age, location, or other requirement for entry, along with how the winner will be chosen and any other terms that you would like to include. If you have longer terms and conditions, you can always link to a web page that outlines them.

For example, if you are a wedding photographer hosting a giveaway for a free engagement session, you may want to state that all eligible participants must be engaged, living within your state, and must be getting married within a certain timeframe.

You must state that Facebook is in no way affiliated with or sponsoring your contest

Facebook requires that you make it clear that they are not connected with your contest whatsoever. The easiest way to do this and cover all your bases is to pull directly from Facebook’s official contest guidelines and add a line to the end of your post stating that your promotion “is in no way sponsored, endorsed or administered by, or associated with, Facebook.”

Now that you know three important Facebook contest guidelines to follow, here are some ideas for contests and giveaways:

  • Ask for couples to share their wedding date in the comments, then randomly select one couple to receive a discount off a package or a free service.
  • Post a photo that relates to the couple (photo of them, their wedding, their invitations, etc.) and state that if you get a certain number comments or likes on the post, the couple will get a discount or bonus while working with you.
  • In a post about engagements, have couples comment with their engagement story or location, encouraging photos and details. Then randomly select an engagement story from the comments to win and be shared.