Photo by Eileen K Photography
Did you know the average adult attention span is only eight seconds? That means you have just eight seconds to make an impression on a potential client, much like we only have eight seconds to convince you to read the rest of this post. In these eight seconds, it is crucial to make a compelling statement about your brand and show off the best of what you have to offer in order to inspire a potential client to stick around and learn more.
Millennials, or Generation X, have greatly contributed to the dwindling average of our attention spans, in large part because they are the ones who have fuelled the transition from partial screen time to constant screen time. 80% of currently engaged couples are millennials, and they are spending more money on weddings than ever before. On average, millennial couples are spending $31,000 on their weddings as opposed to Generation Y, who spent an average of $24,000. Additionally, millennials are hiring more vendors and having longer engagements, giving them more time to plan their nuptials.
In order to grab the attention of a potential client, whether it’s their first WeddingWire search or their first time coming across your business Instagram, it is imperative that things look great when they land on any one of your pages. We work in a visual industry, meaning that any content you post must [subtly] scream for attention. Here’s 6 tips from WeddingWire CMO Sonny Ganguly to help you do it:
Always be branding
Ultimately, you have to pull your audience in with your brand. Potential clients – aka millennials – won’t stick around if they aren’t compelled by something. WeddingWire’s Chief Marketing Officer, Sonny Ganguly, says that your brand is “more than a logo”. Every single aspect of your company, from your logo, to the design of your website, to a picture that you upload to Facebook, is a representation of your brand. If this content isn’t captivating, consistent, and representative of you as a brand, potential clients are going to move on. Remember: Your brand is one of the best ways to stand out from your competition, so be proud to convey your “why” at every turn.
Update, update, update!
Just like you would take your car in for an oil change or upgrade your mobile device when a new model comes out, you should constantly be working on your website to keep it running and relevant. Think about how often popular platforms and websites update their formats and interfaces, or even how frequently app icons change. If you aren’t making changes and tweaks to your website often enough, visitors are going to stop coming to your site if there is nothing new to see. Some first-timers will even leave without a chance of revisiting if they feel like your website looks outdated.
But how do you make time for this in your busy schedule? The more often you take the time to make small adjustments to your website here and there, the less time you will need to spend down the road completely bulldozing and rebuilding your website when everything becomes outdated. Your website should never be something placed on the backburner – instead, dedicate 30 minutes each week to revising your site.
Your website must be mobile-friendly. It should look almost exactly the same on your mobile as it does on your desktop. It should also function just like the desktop version, have the same information available, lead to the same (working) links and have everything displayed in a clean and visually appealing format. The majority of couples are wedding planning on their phones, and it would be a missed opportunity not to have your mobile site up to par.
Every single piece of information that you can provide about your business and services should be made easily accessible to potential clients. This is a controversial one, but millennials don’t like small talk. Thus, requiring them to reach out for general pieces of information about your services is not ideal. It’s also a drain on your time when you have to respond to questions that could be easily available on an FAQ page. Let them find the information that they need and then contact you when they are already hooked.
Speaking of being upfront, not providing pricing on your website(s) is a huge turn off for couples who are looking for vendors. Seeing “Please contact for pricing” on a website is a big frustration for couples. This is because price, followed by reviews, is the number one thing couples are looking for when searching for vendors. By not listing your pricing, you are potentially losing sales instead of gaining them.
Plain and simple: the less information that potential clients are required to provide on an inquiry form, the more inquiries you will get. By reducing the fields, you can see a +47% increase in the number of inquiries received. Reducing fields also helps you keep your mobile audience engaged. If you have more than three inquiry fields, consider rethinking the essential information you need at first contact versus the information you want.
Go the extra mile
When you get a new booking and client, focus on going above and beyond from day one. Going the extra mile for your clients is what will make them remember you, especially post-wedding. If you do something special for your clients, not only will you get glowing reviews and a confidence boost, but you can bet on a couple of referrals, too! Yes, it takes a bit of time, effort and energy, but the payoff and reward can make all the difference for your business.
Get ready for Generation Z
They are coming and they will be here sooner than you think! Millennials were slowly introduced to groundbreaking technologies and dependency on tech, but Generation Z grew up with it. While Generation X prefers this newer tech-heavy lifestyle, they are still relatively familiar with the “traditional” (read: outdated) aspects of business. Gen Z won’t be.
To be prepared for tackling Generation Z, who will be having their own weddings soon enough (the oldest GenZers are currently 18), you have to master your millennial audience first. Be aware of trends and incorporate them into your brand and platforms to help you stay connected to your “younger” audiences. If you treat the millennial audience as a very serious “practice round” as you update aspects of your business, you will have an easier time adapting to fit the demands of Gen Z. when they come along.
Since millennials are making up the bulk of the current wedding market — and time is of the essence here — make sure you keep these 6 crucial tips in mind to help you hook, line, and sink as many new millennial couples as possible before their attention goes elsewhere.
These tips originally appeared in WeddingWire’s Webinar “Marketing to Millennials” by Sonny Ganguly, WeddingWire’s Chief Marketing Officer. Premium Members can view the webinar recording in their accounts.