» WeddingWire Networking Night Austin

This week, local wedding professionals gathered at Peached Social House for WeddingWire Networking Night Austin!

At the Networking Night, wedding professionals had the opportunity to enjoy a stylish event space while networking over light fare from Peached Tortilla’s food truck right outside! 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 Regional Manager of Customer Success, Katey McBurney!

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 Tom of Hacienda del Lago Wedding and Event Center!



» Get Ready for the 2018 WeddingWire Couples’ Choice Awards®!

The time is almost here — the WeddingWire Couples’ Choice Awards® winners will be announced in January! Each year we recognize the top 5% of WeddingWire professionals for their commitment to quality, service, responsiveness, and professionalism in the industry through the reviews of more than a million newlywed couples.

To qualify for the 2018 award, you must have received at least 5 new reviews in 2017. You have until December 31, 2017 to collect reviews from this year’s clients!

See these 3 easy tips for collecting more reviews:

Start with gratitude

Email or write a handwritten note to your past clients congratulating them on their nuptials and letting them know how thankful you are that they chose you to share a part of their special day. Your sincerity will be appreciated and will reinforce why they selected your business. Be sure to invite them to leave you a review on WeddingWire, and make it clear that their feedback matters to your business and future couples.

Showcase your reviews

You’ve earned great reviews, so let your past clients help sell your business for you! Add your reviews to your website, printed materials, and social media to help set you apart from the competition. By showcasing your reviews, your clients will notice how committed you are to producing excellent work — and will be encouraged to leave you a review when their wedding is complete since it clearly matters to your business.

Make it easy

After spending months planning a wedding, sometimes couples want a break from their to-do list. Luckily, WeddingWire makes leaving a review easy for both you and your clients! Simply share a direct link to your personalized review URL, or send an automated email from the Review Collector to request reviews from your clients. Providing them a quick and easy way to share a few words about their experience with you greatly increases the chance they will write a review. After all, 1 in 5 couples will write a review when asked, and that number increases to 1 in 3 if they are reminded at least once!

Request reviews from your 2017 clients and set yourself up for more business in 2018!

» To Discount or Not to Discount?

Photo by Tracy Shoopman Photography

This article was written by WeddingWire Education Guru Alan Berg, CSP.

An often contentious topic among wedding professionals is discounting. Both sides of the debate dig in, deeply, when this question is posed on social media or in forums. Now, as engagement season begins, is the time to dive into this subject, starting with the difference between discounting and negotiating.

Discounting versus negotiating

For me, discounting is fine when it has structure and rules. Meaning everyone who buys the same products or services for equivalent dates will pay the same price and the rules are applied equally to everyone. For instance, if you have three packages and your higher packages, which contain more services, also have the highest discounts, that’s great. If everyone who buys that package pays the same price, then the rules are being applied equally.

On the other hand, negotiating means that two couples who buy the same products or services may pay different prices. Each customer’s ability to negotiate will determine their final price. The challenge with negotiating in today’s digitally connected world is that people can, and will, talk about their discount. If you can’t easily explain to one customer why they paid more than another customer for the same products and services – for instance, an in-season date versus an off-season date – then you’re negotiating, not discounting.

Discounting and negotiating can be part of a pricing strategy, negotiating is just less structured. There are times when I’ll negotiate to get the sale, but it’s the exception, not the rule. I recommend to my consulting clients to offer added value over a discount in price, as it helps to keep integrity in their basic pricing structure. If you’ve ever thrown in an extra product or service to get the sale, you’ve negotiated. Some companies do it on every sale. If you give the same or similar added value services every time, you’re really discounting, not negotiating. If the proportionate value of the added products or services changes with every customer, you’re negotiating.

Which is right for you?

There’s no one answer that’s right for every business. Personally, I prefer discounting over negotiating, as it’s easier to explain to your employees and your customers. I understand that it may not work for all businesses. In my business, as a speaker, sales trainer and consultant, there is no standard price list. Each event and client involves a different set of circumstances (travel, preparation, residual business, etc.). However, when it comes to my physical products (books, CDs, etc.), discounts make sense. For example, when I have a booth at a trade show or event, I’ll have my books and CDs, and usually offer an event discount. Many times I’ll be asked for an even lower price, and I’ll thank them and say that the listed prices are already discounted. Then I’ll ask if they want to pay with cash or credit. Asking for a discount is a buying signal, so always ask them for the sale when they ask for a discount.

Don’t fight the power

One of the keys to having pricing power is when the customer wants you, specifically you, to do their wedding or event. You’re not available anywhere else, at any price. If they don’t perceive any difference between you and another company with a lower price, the lower price will win. If they can tell the difference and want you to be their planner, or caterer, or officiant, they have to pay your price.

Get something of value in return

If you’re going to discount or negotiate, try to get something of value in return. If you only lower your price, you’re giving away profit. The products and services will cost you the same, but you’re getting paid less for them. Whether it’s getting a bigger deposit, being paid in full now, taking away services, or a higher guaranteed minimum guest count, make them a partner. If you’re the only one giving, they’ll keep taking. When they want to stop giving, they’ll stop asking.

They’ll be back

Many customers will shop around and find a lower price, which isn’t hard to do these days. If they do find a lower price and they still come back to you, they’re signaling that they can tell a difference, whether in your products or services or in the way you’ve provided a better customer experience – or both. That’s an indication that you have pricing power.

They may ask you to match the lower price, but you shouldn’t have to in order to get the sale. If they felt the other company would provide just as good products or services and customer experience, they wouldn’t have come back to you. The fact that they’re coming back shows that they like you better. Always thank them for coming back. After all, if price was the most important factor, you’d be out of the running.

Price doesn’t determine outcome

Sure, sometimes the lower price will win. A line I often use is “If price is the most important factor when choosing your (photographer, band, dress, speaker, etc.) then I’m probably not the best choice for your event.” Change the discussion from pricing to outcomes. There are many wedding and event professionals who don’t charge enough, whether by choice or out of fear.

Do I have to offer a discount to get the sale?

Whether you decide to offer a discount or not is a personal decision and part of your personal brand. There are many very successful businesses that offer discounts. Sometimes it’s due to competitive pressures, and sometimes it’s to encourage a higher sale. Packages are a great way to display discounts and encourage a higher average sale.

What’s the right answer for your business?

I’d have to know a lot more details to answer that. But when discounting becomes the reason that couples book you instead of them wanting only you to do their wedding or event, you risk diluting your brand. When they’re choosing you mostly on price, it’s easy for someone else to come along and undercut your price. So, discount or negotiate, it’s up to you – but be careful not to get caught up selling the discount, instead of selling your brand.

alan bergWeddingWire Education Guru Alan Berg, CSP 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.

» WeddingWire Networking Night Minneapolis

This week, local wedding professionals gathered at The Van Dusen Mansion & Event Center for WeddingWire Networking Night Minneapolis!

 At the Networking Night, wedding professionals had the opportunity to enjoy a historic event space while networking over light fare in the venue’s Mansion, Ballroom & Carriage House. 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 Regional Manager of Customer Success, Megan Hayes!

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 Kaytee of Ahava Creative Co.!

» How to Create an Online Newsroom for Your Website

Photo by Freas Photography

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

With engagement season upon us, it’s important to set the stage and make your online presence known. You can expect an influx of media outlets producing more wedding related content since it’s the prime time of year for newly engaged couples to be searching for evergreen wedding planning topics. With that being said, the media will be on the hunt for expert resources, and having an online newsroom on your website can help get you noticed quicker and by more people.

What is an online newsroom?

The concept of online newsrooms has evolved over time from the idea of a media kit, which is typically a packet of information that gets disseminated to the media. However, in recent years they have moved away from sending a hard copy to a PDF. With research being done almost exclusively online now, it makes sense that wedding pros are ditching their traditional kits and instead creating a page on their website dedicated entirely to providing their information to the media.

What does it look like?

Your online newsroom should look a lot like your media kit did, but an online version. Include things like a high-res headshot, your bio, any affiliations you have, accreditations, and all of your contact information (if you’re represented by a publicist be sure to include their contact information as well).

You’ll also want to showcase a little bit of who you are and what you’ve done. Think recent press you’ve been featured in and press releases from the last year (if you have them). Be creative with your press. Search online for examples of how other companies are highlighting where they’ve been featured (like WeddingWire’s Press Center) and apply that inspiration to your own page.

What’s the goal?

When putting together your online newsroom, the goal you should be aiming for is that when a member of the media clicks on it, they know you’re an expert in your field within a few seconds. If they have to look around for too long they may move on to other sources with more readily available material.

An online newsroom is a great way to get members of the media to love you. They will appreciate how easy you made it to get in touch, and it could lead to future press opportunities for you and your business.

Meghan Ely is the owner of wedding PR and wedding marketing firm OFD Consulting. Ely is a sought-after speaker, adjunct professor in the field of public relations, and a self-professed royal wedding enthusiast.

» Make a Stunning Impression with WeddingWire 3D Tours

Premium members can now showcase their venue like never before! Give potential clients a tour of your property, anywhere with a WeddingWire 3D Tour — now included with your Spotlight, Featured, or Professional venue listing in select regions.

A 3D tour transforms the way couples can view your venue by providing them with a virtual walkthrough of your property. Compared to traditional photos and videos, an interactive 3D tour gives couples the most realistic experience aside from physically visiting your venue and lets them easily view your space right on your WeddingWire Storefront, prior to contacting you. It’s a great way to attract more qualified leads.

Interested in a WeddingWire 3D Tour? The process is easy!

Step one: Fill out this form, and include available dates for the photo shoot, descriptions of interior and exterior areas, and a floor plan if available. Once submitted, we’ll contact you to confirm your photo shoot and coordinate timing and logistics.

Step two: On the day of the photo shoot we recommend preparing your venue the same way that you would for a wedding to help prospective clients visualize the space for their big day – make sure everything is clean, decorated and well-lit. Keep in mind that the camera will capture rich details of your space for users to explore and zoom. The photo shoot typically take 2 to 3 hours, but can vary based on the complexity of your floor plan and square footage. We will calculate the amount of time needed based on the details you provide in your form and schedule accordingly.

Step three: We’ll create a high-quality 3D tour of your venue and add it to your WeddingWire Storefront. This process will take approximately three weeks. After it is uploaded, you will also receive a 3D Tour icon in the vendor directory.

Have questions? Email 3DTours@weddingwire.com and we’ll get back to you as soon as possible!

» 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.

» Ask for the Sale and Book More Weddings

ask for the sale

Photo by BHP Imaging

This article was written by WeddingWire Education Guru Alan Berg, CSP.

I’m just getting back from another great Wedding MBA, and my last presentation there was a WedTalk called “The Closer.” The underlying theme of this 15-minute presentation was these four words: Ask for the sale. While it seems obvious, this is the place where many, if not most, wedding and event professionals drop the ball. Even if you’re listening well, presenting the outcomes and results of choosing you, and showing the value of paying your price, you still have to finish the job. As we are approaching engagement season, there’s no better time to brush up on your sales approach.

You’re already on their short-list
By the time you get to have a conversation with them, whether digital, on the phone or in person, they already think you’re a good fit. They’ve seen your storefront, seen your photos and videos and read your reviews. These steps were all buying signals. Then they sent you a message through WeddingWire messaging, or went to your website, liked what they saw, and messaged you from there. This, too is a buying signal, and the first one you saw.

After continuing that conversation with you, at some point you need to ask for the sale. If they weren’t interested, the conversation would be over. As long as they’re still sitting in the chair, or talking on the phone, or replying to your emails and texts, they’re still interested. They need ‘what’ you do. That’s why they started their search for someone in your market and category. They did their filtering and you made the cut to get an inquiry (that’s the short-list). You should be assuming that they will buy from you.

When and how to ask for the sale
You should be asking for the sale at the points where you see, and hear, the buying signals. If they were referred to you, by another couple, or another wedding professional, that’s a great indicator of interest. However, just because their friends loved you, doesn’t mean you’ll make the same connection with them.

Ask them: “When we do the flowers (or music, ceremony, food, photos, video, etc.) for your wedding, what would you like to be the same as your friends, and what would you like us to do differently?” Notice that you should ask ‘when’, not ‘if.’ If they start to passionately describe what they want, you can continue with: “That sounds great, I can’t wait to start working on those details. Should we get your date reserved, so we can move on to choosing your (colors, menu, package, etc.)?”

Answer their objection, then ask for the sale
If they pose an objection, address it, then ask for the sale. Objections are buying signals, because if they weren’t interested, they wouldn’t present an objection, they’d just leave, or go radio-silent on you. For example, what if they say: “You’re the first one we’ve seen.” To me, that’s a statement, not an objection. Here’s what you might say:

“I totally understand. A lot of our couples make us the first stop, because of our reviews, reputation, and recommendations from friends and other wedding professionals. They, like you, already think that we’re the right fit, before even coming in. Once they see, like you have, how great we can make your wedding, many of them decide to make sure we’ll be available to do their weddings by reserving us. And, there are so many other vendors to choose, that all need to have your actual date. Should we get your date reserved so you can move on to the other decisions?”

Here’s another example: “That’s more than we wanted to spend.” You might reply with:

“I know how things can add up quickly for a wedding. We see it all the time. For the particular services/products that you want, to make your wedding everything you’ve imagined, and more, this is the best price. Should we get that reserved for you now?

Help them buy
Customers want, and need you to help them buy. As I said earlier, they need ‘what’ you do, or you would never have gotten the inquiry. You need to show them that they were right to put you on their short-list. You need to help them see the value in choosing specifically you, and your team. And then, you need to help them get the results that only you can provide, by asking for the sale.

alan berg

WeddingWire Education Guru Alan Berg, CSP 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.

» Storefront Tune-Up Tips for Engagement Season

storefront tips

Photo by Bradley Images

Did you know that nearly 18% of all engagements occur in December alone? Now is the time to start tuning up your online presence in preparation for these couples. During our October webinar, Education Guru Alan Berg shared his best tips for tuning up your Storefront to help you connect with more couples this engagement season.

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

Make sure you have an aspirational thumbnail image that stands out.
Even though it’s small, your thumbnail image is very important! That tiny picture could make or break a couple’s decision to click to your Storefront. When a couple sees that image, you want them to feel emotionally connected and think, “Wow, I want to be just like that couple!” This can be achieved by selecting a lovely lifestyle image of a happy couple at their wedding. Remember: It’s not about the flowers, the food, the music, or any other service you provide, it’s about making couples feel like they can achieve their dream wedding with you.

Take action:

  1. Does your thumbnail image have a photo of a happy couple? If not, change it! We know this can be tricky for some categories, but be creative with it! If you’re a caterer, we know you don’t want to show a couple with a mouth full of food, but you do want to show a couple interacting with your food. If you’re a videographer, use a photo of you filming a couple with a beautiful scene in the background. The default choice should always be a happy couple, no matter your category.
  2. Test it on mobile. Couples are browsing through Storefronts on their phones, so take a moment to ensure that your thumbnail is compatible. Is it missing the detail you were trying to show? Did you turn the couple into headless horsemen? If so, fix it!
  3. Look at your competition’s thumbnail images in your category. Make sure that your image stands out and is the best reflection of your ideal client so that you will attract more of those engaged couples to click on your page.

Update your Storefront albums with lifestyle images.
Great work! Your beautiful thumbnail image has now led a couple to click on your Storefront. The first thing that they will do now is look at your photos. Remember that more is not better. Better is better! Your goal is to get them to contact you, so your job here is to guide them through the best examples of your work, with plenty of lifestyle images of happy couples that they can instantly relate to and be inspired by. Lite members can share 5 photos, while Premium members can upload up to 100 photos per album.

Take action:

  1. Review your current albums to assess the feeling that they convey to couples. Do you have a balance of inspiring lifestyle photos mixed in with designed detail shots? Similar to thumbnail selection, make sure the photos you choose to place in your album will transport a couple to envisioning their own big day.
  2. Organize your albums into relevant categories (and consider doing some editing down). Think about the best ways to sort your photos. For example, if you are a caterer, you can create albums titled “Cocktail Hour,” “Dessert Tables,” “Plated Reception,” “Buffet Reception,” “Bar & Beverages,” etc. This will help couples navigate your photos and find images that reflect the wedding they envision. Make sure you have just enough photos to give a strong first impression of your work, but not so many that a couple gets lost and overwhelmed. Focus on quality over quantity; 50 photos in one album is probably too many.  

Captivate couples using your reviews.
After your thumbnail image and your Storefront photos, the next thing a couple will look at is your reviews. The more reviews you have, the more engaged couples will be able to see the consistency of your work and the way past couples feel about you. The more recent your reviews, the more a couple will be able to see that your business is presently providing a great service. Couples care what you did last week or last month, not so much what you did over a year ago!  While having a ton of reviews is great, it’s not the only thing couples are considering when they are looking at your reviews. Couples are also looking at the recency, your responses, and emotional keywords that can connect them to experiences you provided other couples.

Take action:

  1. Update your highlighted review. Premium members can highlight a review; choose a review that is recent, short-to-medium in length and uses great emotional words at the beginning. Don’t pick the longest review you’ve ever received. Couples are likely to skim, so you want them to quickly get the gist when reading through. This doesn’t have to be your most recent review, but it should ideally be one from the same calendar year.
  2. Respond to all reviews and make sure your responses include personal details about that couple’s day. These responses should be written with future couples in mind and show that you are engaged with the couple from start to finish.
  3. Make sure you are always ASKING for reviews. To find out what you can be doing to get more reviews, see this post. And don’t forget, 5 new reviews in 2017 will make you eligible for the upcoming Couples’ Choice Awards!

Read all of the text on your Storefront out loud.
Take the time to read through your About section and FAQ (and all the text on your Storefront); as silly as it might feel, do it out loud! Does it include language you wouldn’t normally use when you are describing your business over the phone or in a meeting? Does it include old services that you no longer offer? Question every sentence to make sure that you are describing your business accurately and using language that connects directly with the couple reading it.

Take action:

  1. Change any language that doesn’t sound like you are talking to a couple! You want to send a consistent message and sound relatable. Don’t forget that couples are often looking for a vendor that they can connect with, not just someone who provides a service. You are important to them, so they want to feel that connection with you.
  2. Add a call to action. The couple is on your Storefront after all, so you’ve already gotten them this far! Tell them what they should do next (contact you!). This provides a sense of direction and urgency. Let them know that you look forward to connecting with them about their big day.

Stay tuned for more engagement season tune-up tips over the coming weeks including website tips, client communication strategies, and more.

» 3 Key Ways Millennial Couples are Different from Past Generations

millennial couples

Photo by Anna Simonak Photography

Millennials (also known as Gen Y), whose current age ranges from 16-34, account for roughly 25% of today’s US population – making them the largest living generation. As of 2017, U.S. Millennials are estimated to spend roughly $200 billion annually, make up 75% of the workplace and comprise the majority of the consumer market within the next 10 years.

Why does this matter for your business? The Millennial generation is at the age where major life events are taking place, like graduating, buying a house, and getting married. In fact, more than 80% of WeddingWire couples are Millennials! Knowing where they are in their life stages is key for understanding how to communicate with this important group.

Millennials are willing to spend more to personalize their weddings

Over the past 10 years we’ve continued to see overall guest count decrease, regardless of age, whereas the total spend per guest is on the rise. Couples are willing to spend extra on each guest in order to really personalize their big day and make it memorable and unique. On average, millennials spend $31,000 on their wedding, whereas GenXers spend $24,000 on fewer guests. A few other points of differentiation between Millennials and their older counterparts:

  • Engagement Length: 13 months for Millennials, 11 months for GenX
  • Number in Wedding Party: 10 for Millennials, 7 for GenX
  • Number of Vendors Hired: 11 for Millennials, 9 for GenX

87% of Millennials report having their smartphones on them at all times

Millennials are the “mobile generation” — everything they do or want to do can be done on-the-go, so a non-existent or poor mobile website can be an instant deal breaker for this group! Make mobile a priority by doing a full sweep of your online properties from your mobile website to your emails, and make sure the content is easily digestible (and layout is responsive) on smartphones and tablet devices.

Nearly all (89%) of Millennials report using social media

Millennials spend about 5 ½ hours on social media daily, most of the time via mobile devices, so it’s important for your business to have an active presence online. Make sure to post interesting, relevant content that will grab their attention. Keep your content visual and whimsical by incorporating useful videos, tips or advice! Use hashtags to focus on key topics and don’t forget to interact with followers, prospective clients and other industry professionals.

Remember: Just because we’re focusing on Millennials, these tips and tricks are relevant for ALL of your customers. Thinking about age and generation is one helpful way to think about where you customers are in their life stage and how can you best serve and meet their needs!