This post was written by WeddingWire Education Expert Kathryn Hamm, Publisher of GayWeddings, the leading online resource dedicated to serving same-sex couples since 1999. Kathryn is also co-author of the groundbreaking book, The New Art of Capturing Love: The Essential Guide to Lesbian and Gay Wedding Photography. Follow her on Twitter @madebykathryn.
What you are probably missing in your LGBTQ marketing strategy…and what it costs you
Those of you who have been in the wedding business for a while have come to expect the steady onslaught of email invitations and phone calls inviting you to advertise on blogs, in directories or with other business tool-related services. And, as I’m sure you know by now, all offers are not created equal. That’s especially true when it comes to trying to understand where to invest your advertising dollars to let same-sex couples know that you see them and are prepared to serve them.
Is it worth it?
As you consider your ad buys at the end of each term, it’s important that you ask yourself: Was the return on investment (ROI) worth it? And, if the ROI does seem to be measuring up, it’s then important to ask a deeper question: What is the cause of the poor performance of the ad buy?
When it comes to thinking about an ad buy targeting same-sex couples as prospective clients, possible answers to the second question – why is my ROI so poor? – could be the fault of the media/source you chose. Or it could be a fault of your own making. So before you cast blame, take a deeper look at the cause of the breakdown.
Common failures include:
- Making an impulsive buy when contacted by a salesperson because the pitch sounds like it fits a need, even though you haven’t reviewed your business plan and the goodness of fit of the investment;
- Making an impulsive buy when contacted by a salesperson because the pitch sounds like it fits a need, even though you haven’t asked the salesperson the right questions to determine how that return on investment will really work for your business;
- Signing up to advertise in a new directory or publication that purports to specialize in the LGBT (lesbian, gay, bisexual, transgender) market, but doesn’t actually have the reach, relevance or readership for your services or doesn’t offer any clear reports on the effectiveness of the buy;
- Purchasing and setting up a listing with images and text that you’ve used in the past without taking the time to learn more about what will ring as authentic and meaningful to the couples you wish to reach.
Is it worth it? How can you work it?
Here are a few key things I encourage you to consider before spending another dime on a new buy or renewing another LGBT-niche-based contract to make sure that you are making a smart decision that will produce the results you seek. Continue reading