» Is Your Communication Cutting It With Millennials?

Photo by Justin Kunimoto Photography

Even though the average age of your target audience remains generally consistent over the years (engaged couples in their 20s and 30s), it’s important to remember that shifting generations come with shifting client expectations. Millennials have different habits and needs than those of the GenX generation — especially when it comes to communication. Is your communication approach with clients up-to-date? Review these best practices from WeddingWire’s Chief Marketing Officer Sonny Ganguly and get up to speed.

Communicate on social media

If you haven’t already, start setting up the ground work to communicate with your clients through your social media pages. Every major platform has a direct messaging service that makes it easy and convenient for clients to shoot you a message while they browse your page or feed. Messaging through these platforms is only going to become more popular, and may even become the norm for bookings. If you want to be a strong communicator in the digital age, you have to be prepared to check every digital platform that you are on frequently (at least once a day!) to see if messages from potential clients are coming in.

Being aware of incoming messages is one thing, but getting them in the first place is another. Letting clients know that you are able to chat through these mediums is crucial. A good indication that you can be contacted through social media is through frequent and consistent posting. If your last Instagram post was three weeks ago, a potential client probably won’t feel confident that you will reply in a timely manner. Post regularly to show that you have eyes on your platform(s) at all times.

Another great way to encourage messaging over social media is to be active in your posts through comments. Replying to comments and engaging with your followers is a great strategy to help boost a client’s confidence in communicating with you via social media.

Reply as quickly as possible

The majority of couples expect a vendor to reply within 24 hours. It may seem like a quick turnaround, but most bookings end up going to the vendor that replies first. Only 39% of professionals respond in 24 hours, which means there is some serious opportunity to improve and make a great impression on potential clients. If you want to maximize your bookings, not only should you be regularly active on social media, *hint hint*, but you should also be replying as soon as you can. Remember that we live in a world of instant gratification and your clients will expect quick replies.

Always request reviews (and respond!)

95% of couples use and trust reviews to book their wedding professionals. Because of that, you should always be requesting reviews from past couples. Most reviews get written 2-3 weeks post-wedding, so don’t get anxious if a couple has yet to write anything. Review timing also depends on what services you offer. If you are in a pre-wedding service, such as invitations, expect your reviews much earlier. If you are in the photography or videography business, expect your reviews 5-6 weeks after the wedding. Still no reviews after this timeframe? Reach out! It doesn’t hurt to contact a couple and ask them to provide a review.

Once you receive a review, respond to it! Replying to all reviews is a great way to to show not only the reviewer, but also potential clients reading those reviews, how much you care. Instead of a generic “Thank you!”, the best thing that you can do is write a personalized response with reinforcements on the services and skills you are capable of delivering. (Ex: “It was a joy working with you, Nora. The mini hydrangea bouquets we did for your party were some of my favorites yet!”) Perspective couples are sure to take notice of your personable replies and be able to see what you are capable of delivering. But be careful — if you reply to one review, you should to reply to every review.

When it comes to replying to a negative review, don’t pour fuel on a fire. Remember to be kind, do your best not to be defensive and apologize, even if you’re not at fault. These responses should be written with potential clients in mind.

Reciprocate channels

48% of couples report being frustrated when you don’t communicate on their preferred channel. If they direct message you through Instagram, direct message them back on Instagram. Unless they tell you to contact them through a different medium, you should reply in the same way they reached out. Remember: If a customer wanted to hear your voice, they would have called you instead of writing you an email. Once your communication and relationship has been established with a potential client and you determine that a different communication channel could lead to more productive next steps, feel free to suggest a phone call, in-person meeting, or another communication method. Just be prepared to be as flexible and accommodating as possible— your clients will appreciate it!

Communication can be frustrating, all the more so now that communication norms are ever-changing. Yet, setting up good, clear paths for communication by following our steps will allow for both you and your clients to breathe a sigh of relief. When you open up the correct channels to become a good communicator,

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.