Christine Dyer is a social media expert and the founder of BridalTweet.com. Christine shares her social media expertise with the wedding industry through a series of free wedding marketing videos. As a testament of Christine’s social media success, BridalTweet now has over 10,000 Facebook fans, 37,000 Twitter followers, and 3,000 Pinterest followers. Prior to launching BridalTweet, Christine Dyer was the Director of Social Media Marketing at American Express where she led the development and growth of their Facebook fan pages, which had 1.6 million fans. Christine received a B.S. and M.B.A. in marketing from Fordham University.
Many wedding professionals use Facebook as just another channel to push out press releases and product promotions. Engaged couples don’t care about that stuff. Instead, the biggest factors that motivate their participation on social networks are 1) to find/share wedding ideas and 2) to get answers to their wedding planning questions. By consistently delivering this type of information on social networks, you’ll attract clients. And better yet — you’ll build a trusted relationship with them.
Having said that, here are the necessary steps that you will need to take in order to transform your Facebook marketing into more wedding sales:
1. Create an attractive Facebook business page. Your page needs to give people a reason to become a fan, showcase your work and link to your website. Another great idea is to add functionality to your page that captures email addresses. This is a great way to build your bride and groom lead list.
2. Build your Facebook fan base. To do this, add a Facebook icon to all of your marketing materials. This should include all of your website pages and your email signature. The icon should link directly to your Facebook business page. And why not send an email to your friends and family inviting them to ‘Like’ your Facebook business page.
3. Select a few big ideas for your content. Consistently post about one specific theme or niche. Having a theme will create a perception that you are an expert on that particular subject. More importantly, it will signal to fans as to what they can expect from your Facebook page. If it is a theme that they are interested in, then they will likely respond to your page often. To choose a theme, think about what you are passionate about and what you are good at. For example, wedding photographers can publish a ‘wedding photo of the day’. Wedding planners can publish a wedding planning tip of the day. Or consider posting about celebrity weddings — brides love that stuff. Whatever your big ideas are, they will help distinguish you and your business. And they will attract attention.
4. Get into a routine and frequently publish those big ideas on your Facebook page. Try to post engaging questions or content on your Facebook business page in order to get free exposure for your business. I consider content to be engaging if it delivers valuable/helpful information to your fans and if it encourages your fans to Like or Comment on the content. Once your fans Like or Comment on your posts, then their friends will also see your business in their News Feed. Posting valuable information will increase your chances of rising to the top of thousands of newly engaged couples (and their friends’) News Feeds. Again, this results in free exposure for your wedding business.
5. Save time! Spend only 10 minutes a day on social media by automating your Facebook posts. I use Facebook’s free scheduling tool. This service is invaluable to me because it frees up my time during the day and helps me to focus on what’s most important — my customers.
What are the big ideas behind your Facebook marketing strategy?