» How to Get More Leads on Your Mobile Site

Let’s start by getting on the same page about terminology (we promise this topic isn’t as intimidating as it may sound!): A conversion is when a visitor on your website responds to a call-to-action (filling out a form, signing up for emails etc.). But buying the product or service is the ultimate conversion that a business might strive for. So, what’s the buzz around mobile conversion?

With more couples using mobile devices than desktops, wedding professionals need to start focusing on how to make their websites suitable for mobile to adapt to this change and ensure future success. Today 30-50% of traffic comes through mobile, so it’s concerning that the conversion rate on mobile is usually only 30% that of desktop. And that’s why we’re here to help! We want to help you achieve conversion parity so that your conversion rate for your mobile site is equal to your desktop site (in other words, so you can make the most out of your website and book more couples!).

Here are 6 tips to achieve conversion parity:

1. Know your conversion rate

If you want to increase your conversion rate, the first thing to do is to know your conversion rate.

With simple math, you can determine the percentage chance that someone who visits your contact form will submit a lead, and knowing this will help you set a benchmark to measure progress. This rate is important to know for all platforms: your desktop website, mobile website and your mobile app, if you have one.

So, how do you calculate a conversion rate?

Let’s do some math together! Say you have 1000 people visit your contact form and out of that number 400 actually submit a lead. To calculate this conversion you simply divide 400 (number of times your goal is complete) by 1000 (number of people who had the opportunity to complete that goal) and multiply by 100 for a percentage.

Thus making your conversion rate 40% [ (400/1000)*100 ]

2. Check conversion by source

Understanding the source of your website traffic and conversions is one of the best ways to improve where you are today. Knowing which platform (Facebook, Google, Mobile App) is driving the most conversion gives you the opportunity to put emphasis on those sources, or in turn work on the weaker ones. Google Analytics offers tools to create and track conversion goals.

3. Focus on lowest conversion rate

To maximize revenue, you need to understand where to improve in your conversion funnel. This means calculating ALL of your conversion rates for each step — those visiting your website, making it to your contact form, submitting the form, and those booking.

4. Reduce the number of fields

Filling out lengthy contact forms on desktop is already a task, and even more so, nobody wants to sit on their phone and fill out 20 different fields. The initial contact form should have roughly 3-5 fields to get your customer in the door. As wedding professionals, you often need a lot more information, but the fewer things you ask for, the higher the chance of a response. You can then use that information to follow up with more questions (but you need them to submit that initial lead first!).

5. Ensure your website loads quickly

You may have heard that slow and steady wins the race – but not when it comes to websites! Slow speed kills conversion because speed is everything when it comes to a well functioning mobile site. About 80% of visitors leave from a bad mobile experience and the longer it takes for your pages to load, the less likely it is that someone will actually stick around to fill out your form. Check out Google’s free tool PageSpeed Insights to see how your website performs.

6. Redesign and optimize your website for mobile

Since visitors are now looking at your website from their mobile devices, it’s important to make sure your website is optimized for smaller screens. If you find that your mobile site isn’t getting as many leads, redesign the website to make your contact us button more prominent or adjust the color, placements, and fonts to better lead the visitor into converting.

Setting and understanding conversion goals is an important part of running a business in today’s wedding industry.  Not only does it help in evaluating your performance, but also in recognizing where and what you need to work on to get more leads and drive more business.

These tips originally appeared in WeddingWire’s Webinar “Master Mobile Marketing” with Sonny Ganguly, WeddingWire’s Chief Marketing Officer.

» 7 Ways to Win Mobile Marketing

The world is transitioning to mobile — with Google paying more attention to mobile sites and users engaging mainly via mobile phones, mobile conversion and optimization is going to start impacting us more than ever before.

To prepare for this imminent mobile takeover, here are 7 tips from WeddingWire CMO Sonny Ganguly to make sure your business is set up for mobile success:

1. Be ready for mobile-first SEO
Mobile-first SEO means that Google will be looking at your mobile site to determine both mobile and desktop search rankings. To prepare for this, it’s important to start thinking mobile first for ALL things: website, blog, emails and other communication. This means designing for mobile phones first and then taking that design to desktop instead of the other way around.

Because of mobile-first SEO, it is crucial to have mobile parity which simply means that your mobile website today has to be equivalent to your desktop experience, if not better. The easiest way to achieve this is to have a responsive design that has one brand, one domain and one codebase; a website that looks good on all devices (LiveBooks is a great service for responsive websites that are design focused!).

2.  Mobilize from end-to-end
Even if you mobilize the first step, you need to make sure to mobilize the entire process when you send an email. Mobilized emails that link to non-mobilized websites result in 80% of users leaving the site. Every step along the way must be made mobile-friendly.

3. Create short video content
Facebook has a growing emphasis on video content, and this will continue to increase in the coming years. . Winning at mobile isn’t going to be about words and photos on social platforms, but instead about sharing short video content that is less than 60 or 30 seconds. Also keep in mind that in the world of mobile, most people do not have their sound on, making text overlays vital to a successful piece of video content.

As the availability of content grows, users attention spans are getting shorter, making it important to brand within the first 3 seconds, if not the first second, with some sort of overlay. Because people process visuals and video at a much faster rate than text, short video content is the future.

4. Communicate with millennials
In the world of mobile and millennials, there is an expectation that communication needs to move faster. Couples expect a reply from wedding professionals within 24 hours and 50% of buyers choose the wedding professional that responds first. So speed does matter! and being able to communicate via your mobile phone is a good way to be quick with a response.

When communicating with millennials, it is also important to reciprocate the channel where they prefer communicating, 48% of couples are frustrated when vendors who do not use the same channel to reply as the couple used to reach out. If a couple sent an email that was followed up with a call from the vendor, it is typically viewed unfavorably.

To streamline mobile communication, WeddingWire offers vendors easy-to-use messaging features to communicate quickly and effectively with their couples.

5. Monitor your search console  
Search console is a free service from Google that helps you get the data, tools, and diagnostics needed to create and maintain Google-friendly websites and mobile apps. It’s a service that every business should have running for them to let them know of their average position within search rankings and where they can improve. Search Console is Google’s way of giving you a report card and notifying you of what is working for your website and what is not.

As Google moves towards mobile-first SEO, monitoring your Search Console will tell you if your rankings stay consistent or shift, and where you can improve.

6. Focus on mobile conversion
Mobile conversion is how well your mobile site is converting visitors into leads. Looking into these conversion rates can tell you a lot about how friendly your mobile site is and if there are areas for improvement when compared to your desktop site.

If you’re using Google Analytics you can turn on conversion tracking to see how many people visit your mobile website and convert into leads. You can then use this data to compare your rate to previous years, seasons and even desktop conversion rates to see if you’re achieving mobile conversion parity.

7. Accept mobile payments
Accepting mobile payments before your competitors can be a big advantage for your business;  couples were 23% more likely to recommend wedding professionals who had a form of online payment. Fortunately, WeddingWire members can use WeddingWire Payments to seamlessly request and accept client payments through WeddingWire in the Messages section of their account.

As Eric Schmidt, the previous Chairman of Google, said “The trend has been that mobile was winning, it’s now won.” and these 7 tips will help your business stay on top of this shift to handheld devices and mobile-first SEO!

These tips originally appeared in WeddingWire’s Webinar “Master Mobile Marketing” with Sonny Ganguly, WeddingWire’s Chief Marketing Officer.

» What Couples Want to Hear in Your Lead Replies

Wedding professionals often make a few simple mistakes in their lead replies that can cost them business. While these mistakes may seem like relatively minor offenses, the truth is that modern couples have high standards and a single reply can make or break the sale. Instead of following up four times with no reply or wondering what could have happened that turned a couple off from your business, take a look at the content of your lead replies. We have some tips to help increase your response rate and help you create more engaging, meaningful conversations that will lead to more bookings.

Keep it real

Yes, being honest and authentic is necessary but what we mean by “keep it real” here is that your lead replies should be written as if they are a script for a real conversation. They should sound as if you are talking with a potential client face-to-face,

put yourself in your couple’s shoes. Would a conversation feel real and meaningful if…

…you had the exact same conversation with the next five people you see? This is precisely what copy-and-paste feels like for a couple. If you have a handful of inquiries, chances are, most of those inquiries are asking you different things. Just like it would be nearly impossible to have the same conversation with the next five people you see, because they would each have different interests, questions or replies, each reply you send out should be no different. If you have general copy-and-paste text that you include in your replies, consider removing it even if you still personalize some parts of the message. Nothing can sound more disingenuous than blanket text, so either exercise caution when using copy-and-paste, or don’t use it at all. We suggest the latter.

…you were talking to a robot? Automated replies don’t help you or your business, and we think it’s time to say goodbye to them. WeddingWire Education Guru Alan Berg notes that a lot of wedding professionals set up their website and email system to send potential clients an automated message that says “someone will be reaching out shortly” after an inquiry is sent. While you may assume that sending a message like this is nice because it’s an “immediate response”, it adds nothing to the conversation. People don’t want to hear from a robot— they want to hear from you, even if it is a few hours later.

…someone didn’t reply back to a question you clearly sent them? Reply time is everything and can be the biggest make or break for a sale. When you don’t reply within 24 hours, you could be missing out on business. Confirm ASAP that you heard what the couple had to say. Leaving them waiting for more than 24 hours is only going to encourage them to take their business elsewhere. It’s also why 70% of couples state that vendor responsiveness is the number one factor they consider when looking for a wedding professional to hire.

…someone you were talking to threw a bunch of different distractions into the conversation and didn’t stay on topic? This is the equivalent of how it feels when you send a handful of PDFs, links, and paragraphs to answer their one simple question. Just like in school, when we daydreamed during a lecture covering an entire textbook, providing an information overload in your reply is overwhelming, especially if the couple didn’t ask for this information. As such, it will discourage your audience from listening much longer… so keep your replies simple and to-the-point.

Besides getting rid of copy and paste text, scrapping automated messages, avoiding sending attachments and doing your best to reply quickly, there are a few more things you can do to make your lead replies that much stronger. What it comes down to? Being natural.

Ask questions

A huge part of making sure a lead reply reads like an in-person conversation is by asking questions. If you are not asking a single question in your reply, what is going to motivate the couple to reply back to you? By not asking questions in every reply, you are creating a dead-end for your conversation and not actively establishing the back-and-forth required to make a sale.

By asking a low commitment question in each of your replies, such as “how many guests will be attending?” or “do have a venue secured yet?”, you are giving the couple something to answer, rather than a nondescript “Ok, thank you!”. We all know how hard it is to carry on real-life conversations exclusively using statements, so why would we do that in our lead replies? Be sure to always keep the conversation going.

Don’t jump the gun

You wouldn’t want to be asked out on a date the minute after exchanging a few sentences with a complete stranger, right? The same goes for potential couples who are looking into your services. If you are asking them to come in for a meeting or for a phone call to discuss things in your first reply (or even the next few), it’s too soon! While it might seem like a welcomed and relatively harmless gesture, it can actually be costly. Instead, Alan suggests to do as much communicating as you can on the same channel the couple reached out to you on. Additionally, try letting the couple tell you when they might be ready to take some next steps.

Sympathize and relate

If a couple doesn’t get back quickly and starts their most recent reply with “I am so sorry for the late reply, things have been hectic here!”, do your best to relate. Saying “I completely understand! This month always gets crazy” helps you seem more personable and makes the conversation feel more realistic. Additionally, anywhere you can make a small, personal connection with a client, you should take the opportunity. If a potential client says that they will be unable to get back to you because they are going on vacation or if they were out at a sports game the other night, connect with them about it. Keeping things strictly business isn’t as impressive as one might think. Remember, a couple wants to work with a professional that they can relate to.

Match their tone

Lastly, matching a potential client’s tone can be incredibly significant in landing your lead replies. If a couple’s correspondence is ultra formal, it might insinuate the type of tone they expect back from you. Conversely, if a couple seems casual in their initial message, they probably wouldn’t want you to begin your reply with “Salutations, good sir”, either. By matching a couple’s tone, you are almost guaranteed to connect more quickly because you are on the same wavelength. Be your authentic self, whether that errs on the side of formal or casual, but be sure that you are matching your tone to vibe with the couple when you can.

There are many variables when it comes to mastering lead replies, most of which are out of your control. While it would be great to have control over how quickly a couple sees your message or the ability to keep your messages out of their spam folders, what you can control is the quality of your replies. By taking the steps to communicate with potential clients more personably and create a conversation, you can expect to see the number of replies you get back rise. Hello sales!

These tips originally appeared in WeddingWire’s Webinar “Replying to Leads” with Alan Berg, WeddingWire Education Expert and CSP. Premium Members can view the webinar recording in their accounts.

» 3 Unique Posts for Social Media

Photo by Vanessa Joy Photography

This article was written by Vanessa Joy, Owner & Photographer of Vanessa Joy Photography.

“I have bad news: Marketing is hard, and it keeps getting harder. But there’s no time to mourn the past or to feel sorry for ourselves, and there’s no point in self-pity anyway. It is our job as modern-day storytellers to adjust to the realities of the marketplace, because it sure as hell isn’t going to slow down for us.” Gary Vaynerchuk

This is a favorite quote of mine from Gary Vaynerchuk’s book Jab Jab Jab Right Hook. Gary Vee wrote this in the beginning to his addendum in the book. As he was getting ready to hit “print”, Instagram added the video feature, making his newly finished book completely obsolete. As a result, he had to add on a whole new section of the book on this new development. How insanely frustrating.

How often do we feel the same way in our businesses? Especially with weddings, the demographic we’re trying to target is the one that changes the most rapidly. If you’re like me, you’re in a constant marketing method flux trying to find out what works and what doesn’t.

You know what? That’s a good thing.

The truth of it is exactly how Vaynerchuk put it, “There’s no time to mourn the past or to feel sorry for ourselves.” We have to move forward. We have to keep up with what’s happening in weddings and social trends. We have to find new ways to get our names and business out there despite the ever-changing social media algorithm.

If you’re as fed up with what works and what doesn’t on social media, definitely join me for the webinar Social Media: A Guide for Wedding Professionals on March 21 at 3:00pm EST (available to Premium WeddingWire members in your account Education Center). Until then, here are three types of posts you can try on your social media to get more reach.

#1 – Video

Whenever I get annoyed by an algorithm change on Facebook or Instagram I remember just one thing. Social media companies are businesses. They have goals and one of their main goals is to get people coming back to their platform and spending more time on it. Video is always a good way to boost your reach. Why? Because video makes people watch longer, even if just by a millisecond, so social media algorithms tend to like it because it helps achieve their own goals.

If you’re not sure what kind of videos you can make or post, check out five different types of marketing and communication videos I’ve made right here. There’s also a tutorial there that will show you just how easy making videos can be – even if you’re not a photographer or videographer.

#2 – Personality

I know what you’re thinking. “Should I put my personal life on my business profile?” Yes and no. No, I don’t think you have to or should necessarily, but yes I do think it’s engaging.

I’m not telling you to post anything about your personal life at all really. Instead, I’m telling you to show off your personality. Or, the personalities of some of your team members. This can be as simple as having your team show-off their favorite work-desk personal item. Or, even just an easily relatable personal life fact, like how you always wear new clothes once before washing them because they never feel the same again.

Whatever it is, find a way to bring some life into your brand. Consumers are very wise to well put together brands these days. Thanks to visual social media, the bar has been raised for even mom-and-pop shops to kick it up a notch in the branding department. I’m not talking just about logos and packaging, although that’s part of it, but personality plays a part here as well. I could go on, but you’ll find a ton of information on this topic in my FREE ebook 9 Secret Ways to Brand Your Business.

#3 – Engage

When you first read that, I imaging you thought “but I’m trying to get engagement!” Yes, you are. But social media is just that – social. So, go be social! It’s not all about you. It’s about them.

You posting on social media does not just mean you post on your on account/wall/feed. It means that you should spend some time posting on other people’s posts. No, I do not mean you should spam your latest sale to their wall, or ask them to check out your account in their photo comments.

Go discover new people, couples and wedding industry vendors alike, and engage them. Support what they’re doing. Ask questions about their posts in the comments. Find people to direct message and offer to collaborate even. Go ahead, make friends! That’s one of the things that is so great about our little wedding community.

Speaking of, I hope you’ll you’ll join me for my WeddingWire webinar Social Media: A Guide for Wedding Professionals on March 21 at 3:00pm EST (available to Premium WeddingWire members in your account Education Center). I’ll see you there!

Vanessa Joy has been an influential photographer in the wedding community for a decade. Starting her photographic journey in 1998, she has since earned 5 college degrees, and has spoken at almost every major convention and platform in the industry such as CreativeLIVE, Wedding MBA, WPPI, ShutterFest, Imaging USA, WeddingWire World, and Mobile Beat. Recognized for her talent and more so her business sense, her clients love working with her and industry peers love to learn from her generous, informative and open-book style of teaching. Check out more of her resources at www.BreatheYourPassion.com

» Top 5 Wedding Trends for 2018

With 2018 in full swing and busy season right around the corner, it’s time to dive into the top wedding trends couples will be requesting this year. We have the inside scoop from Jeffra Trumpower, WeddingWire’s Associate Director of Content and Creative Services, on the top five trends you can expect to see pop up. Many of these trends may come as a surprise, as couples begin to stray away from the “traditional” and opt for the “unconventional”.

1. Metallics, marbles and geometrics

Photo by Jennifer Weems Photography

So maybe this one doesn’t come as a total surprise, but the biggest decor trend from 2017 will be a highlight yet again for 2018 weddings. Metallics, specifically gold-toned metallics, are still in! Smaller metallic decor pieces, such as votives and charger plates, are as popular as ever because they are small enough to be understated, yet still manage to pack a huge punch overall. Not only do metallics add an extra layer of “umph” to any look, but metallics are a great way to help make everything look and feel more luxe.

Couples are also choosing metallic pieces with geometric shapes to make their wedding feel more modern. Geometric shapes provide a cool break between the ultra-softness and romance of floral elements. Stone elements, such as marble pieces, are also being utilized for the same reason. We don’t care if this is a repeat trend, we love it and are happy to see these favorites stick around!

2. Keeping it casual

Photo by Tracy Shoopman Photography

Weddings are becoming more of a casual affair, believe it or not! Younger couples have been choosing to go for a more laid-back route during their wedding festivities. In what might be the biggest departure from “traditional” style weddings, casual affairs have been trending because they are “no fuss”. Guests are able to feel more at ease and couples have less to worry about on their big day. Ultimately, comfort and simplicity are the main goal of casual weddings, and we think they look great!

Grooms and groomsmen have arguably kicked off the casual trend, as the popularity of less formal male attire started popping up more and more. However, this year, casual groom attire is set to take off. Expect to see less suit coats, more unconventional shoes, and even silly socks on grooms. Females have also begun to adopt more casual styles, too. Brides in particular have opted for more natural, effortless hairstyles for their big day as opposed to the previously popular ultra-sophisticated updo.

Formal styles aren’t the only thing to disappear in 2018. Formal traditions are also becoming less popular with millennial couples. Sorry Mom and Dad, but it looks like the Father/Daughter and Mother/Son dances are quickly fading! Revered traditions like these dances, and even couple send offs (particularly involving sparklers) are now starting to be seen as “outdated” and “cliche” by millennial couples. While it may be sad to see some old traditions go, know that couples are opting to nix certain elements in order to replace them with their own creative and new traditions.

3. Greenery

Photo by Blueflash Photography     

While floral elements have always been a huge aspect of weddings, never before has such an emphasis been placed on natural greenery. From moss decor walls to leafy table runners, greenery isn’t just for bouquet filler anymore. Dare we say it, but greens might even surpass flowers this year! Greenery provides freshness and brightness to any arrangement, and can also can provide a lot of diversity, too. Beyond looking great, greens are also a more cost-friendly option for couples to consider when compared to flowers. So where will you find the most greenery this year? Jeffra notes that our couples are loving their natural greens in large wall or hanging displays, low table centerpieces, and in cascading bouquets.

4. Outdoor space

Photo by Patrick Nied Photography

Couples love outdoor weddings! Outdoor venues have always been popular with our couples, but their popularity is only expected to grow. Garden venues, followed by barn venues, are the most popular places amongst couples for their wedding celebrations. Even though the warmer summer months still make up “prime season”, more and more couples have been hosting fall weddings. As a matter of fact, 1 in 3 couples now get married in the fall, and nearly 15% of all weddings take place in October. In many locations, Autumn weather is still perfect for an outdoor celebration, if not cozy. So too, nature’s seasonal change provides the most beautiful backdrop for photos. With the ever-increasing popularity of outdoor venues, your calendars are bound to be filled with outdoor bookings this year!

5. Food displays

Photo by Dana Lynn Photography

We saved the best for last: food! +50% more couples are choosing to eliminate plated service in favor of food displays. Food displays, different from a buffet, are highly stylized tables and offer unique, themed food options where guests can help themselves. Food displays allow for couples to customize their offerings to fit their personalities and can be much more flexible in execution when compared to a more regimented plated or buffet service. From pizza to a bacon-lovers spread, couples are picking these personalized setups over all other meal options because they are easy, fun and most importantly, delicious. Displays are also cost effective, as they can be significantly cheaper than a plated service.

We are so excited to see how these trends adapt and grow in 2018. The biggest takeaway that we have learned (other than knowing that great snacks lie ahead!) is that couples are striving to implement unique designs and traditions that are truly their own. Simply put, customization is important to couples as they plan their 2018 weddings. If you are able to offer custom services or work with your clients to provide them a unique service, you can expect your couple to be over the moon with your work. We hope that this personalization-craze allows both you and your clients the opportunity to work creatively and create incredible new experiences and content. Who knows? Maybe you will set the next big trend.

These tips originally appeared in WeddingWire’s Webinar “2018 Trends: Insights from Today’s Couples” by Jeffra Trumpower, WeddingWire Associate Director of Content and Creative Services. 

» Want More Reviews? Start Doing These 5 Things.

Photo by Rhinehart Photography

Every wedding professional should be utilizing busy season as a time to collect reviews and other content, even if it’s far from your top priority. Building reviews into your process from the very beginning gives you a better chance at getting reviews after the event. Being on top of this process and collecting recent reviews will allow you to freshen up your WeddingWire Storefront, website, and social media channels before the influx of newly engaged couples start pouring in from engagement season.

Remember, 87% of couples use reviews to select their vendors and recency is the most important factor when couples are evaluating your reviews! Couples like to hear (and see!) what they should expect – not from the vendors themselves, but from past couples who’ve been in their position.

Whether you’re new to collecting reviews or an expert, here are some top tips to remember:

Build reviews into your culture. Make reviews a priority in your business so that they are top of mind for your clients from the very beginning. Our best advice? Mention reviews early and often. Start talking about them in your sales process so that clients aren’t surprised when you ask for a review later on. In addition to talking about reviews in client communications, you should also build them into your team culture by training your staff to talk about reviews frequently, and try incentivizing them to collect reviews. By making these two adjustments to your reviews process, you can make it a natural part of the process in no time.

Dedicate 10 minutes a day to reviews. During busy season, we know that time is a precious and limited resource. However, if you can, set aside just 10 minutes a day to send emails to past clients reminding them to leave you reviews, responding to new reviews, or updating the review section on your website. Taking time everyday to keep your review system organized will save you time in the long run and maximize the impact of your reviews. Instead of putting it off until the workload “grows” to the point of no return, tackle any “new news” as it comes.

Just ask! Most newlyweds are very busy, and might forget to write you a review without a reminder, so start by asking them directly. If the first ask doesn’t translate to a review, make sure to remind them! 1 in 3 clients will write a review if they are reminded at least once. You can remind the couple how important reviews are to your business and how much you and future couples appreciate them.

Give them time. Don’t ask for a review the day after a wedding— there is an ideal gratitude period that is around 2-3 weeks for most businesses. However, photographers, videographers, invitation designers, and any other service that happens before or after the big day, should send a review request after the product is delivered to the couple.

Respond to ALL reviews. Whether the review is positive or negative, responding to reviews gives you the opportunity to showcase your personality to future couples, demonstrate your responsiveness, and express how much you care about each and every client. Remember to thank all reviewers for taking the time to share their opinions and feedback. If a review is negative, make sure to respond with a future couple in mind and don’t write the response while you are upset. Keep the response simple and don’t play the “he said-she said” game.

Focusing on these great habits now will ensure that reviews are fully integrated into your process and culture during busy season. While reviews might not be the most ‘pressing’ task on your to-do list throughout this busy time of year, remember that they still play a huge role in your business and you’ll be thankful you have recent reviews when engagement season rolls around!

These tips came from our Premium webinar, The Power of Reviews. Premium members can access the webinar here.

» How to Build an Organizational Plan for Your Business

Small businesses owners often dedicate the majority of their time to managing their business and making their clients happy. In many cases, they get wrapped up in their day-to-day work and forget about themselves. After all, didn’t you go into business for you?

We explored time management and productivity techniques with Vanessa Joy of Vanessa Joy Photography in our recent Premium webinar. Vanessa shared tips for helping you run your business rather than letting it run you.

The workflow exercise below is all about finding what really matters to you and taking action to work towards your definition of success. Whether you want to create more free time to spend with your family, build a bigger client base, allow more flexibility for travel, or whatever else it may be, this organizational plan will help move you towards your goal.

“Parts of a Whole” Exercise

  1. Before anything else, you must define what success means to you in your small business. It’s probably something you thought about a lot at the beginning of your journey, so it’s a great place to start. Ask yourself why you went into this business and write a few of those things down. Are these still the things that equate to success in your mind? If not, do a bit of editing and come up with a full list of how you determine the success of your business today.
  2. Now that you’re refreshed on your why and what success means to you, grab a piece of paper and a pen. Draw a line down the middle to make two columns. On the left side write down the following things: anything you dislike doing for your business, the things you aren’t good at, the tasks that slow you down, any menial ($10 an hour) tasks, the processes you know are broken, and anything you do that you know your clients don’t notice.
  3. On the right side write down all of the things you love doing for your business, everything that defines your brand, and the things your clients do notice (for this, look to your reviews, emails from couples, etc).

Putting Your Plan in Action

And just like that you’ve outlined the priorities for your business! Everything written in the left column should be thoroughly assessed and prioritized. Set aside some time and create a potential plan of action to remove these tasks from your workflow completely. When assessing these tasks, it’s hard to visualize putting them in someone else’s hands. So, ask yourself if keeping them under your control moves you toward your definition of success. If not, it’s time to find an alternative whether that’s outsourcing, automating or hiring an intern.

For everything in the right column, these are the tasks that should continue to be in your realm and under your control. This is where you can make the most impact in your business and where you should be focusing your time. These are the tasks you went into business for.

We’ll admit, making an organizational plan for your business isn’t always easy, but we promise it will help you in the long run. Figuring out where to spend your time is the most important step – from there you can find tools for streamlining and begin to outsource some of the left column work.

Once you have made your plan, do your best to have patience and delegate. There’s no way to see results unless you wait!

» Pricing Do’s and Don’ts

pricing

Photo by Keren Sarai Photography

Receiving a question about pricing can be daunting and tricky to navigate. On the bright side, receiving a price inquiry is a definite sign of interest and should be exciting! When a couple makes an inquiry regarding price, you should see it as a buying signal rather than a red flag. If they are reaching out, it means that they’ve vetted you and you’ve made it to the final round, so making an inquiry is simply the next step for them.

Education Expert Alan Berg shared some of his do’s and don’ts of pricing in our July Premium Webinar last week (Premium Members can watch the full recording in their account Education Center). We’ve pulled together a list of his best tips to help equip you for those often-dreaded pricing questions when they hit your inbox.

DO’S

  • Do reply as quickly as possible to an inquiry. If you respond to a potential client within 5 minutes, rather than 30, you are 100x more likely to connect with that lead. Why 5 minutes? That’s fast! By responding in 5 minutes, you can almost ensure that the person is still mentally and physically in the same place rather than having moved on to other things.
  • Do reply on the same platform that they used for their inquiry. The best practice here is to give couples all the possible ways to contact you, let them choose what works best for them, and then promptly reply on that channel.
  • Do acknowledge a question about price, don’t dodge it. If you need more information to give an accurate price, that’s completely fine! Just be upfront and transparent about it. Let them know that you are going to get them an answer, you just need to gather a bit more information about their big day first! Then, make sure to ask questions to start gathering that information to show that you are taking the necessary steps towards getting them that answer.
  • Do provide some pricing information on your website or WeddingWire Storefront. Couples are likely to distort their budget or may have a skewed sense of it (couples tend to underestimate their wedding costs by 40%!). Ideally, your pricing information would be available to them on your website or WeddingWire Storefront before they even reach out. 88% of couples want to see pricing of some sort before getting in contact with a vendor. That means you could be cut from the short list before you even have the chance to talk to them, so don’t hold out.

Continue reading

» Niche PR: How to Become the “Go-To” Expert in your Arena

Webinar recap!Niche, Webinar, PR, Marketing, Weddings, Expert, Education

In the often-saturated wedding market, a niche will help you stand out and cut back on competition. Defining a niche allows you to specialize in an area that suits your talents and personality, gives focus to your marketing, and helps you attract your ideal clients.

During this webinar for Premium members, Education Expert Meghan Ely shared the steps to identifying your niche, promoting your expertise to your target audience, and implementing PR strategies to grow your business.

Here are some of the webinar highlights:

  • Showcase your niche in your content. Your website content, social media strategy, and any other owned channels should clearly reflect your niche. In addition to your bio, portfolio, and client testimonials, add a press page and blog to your website to highlight your expertise and demonstrate your capabilities.
  • Introduce yourself as an expert to the media. Consider what media your ideal client is consuming and target those outlets. Start by sending a friendly email to introduce yourself as an expert and a resource in your niche field — and be sure to include a few brief story ideas, too.
  • Pitch yourself for guest writing and speaking opportunities. Review your topics and research opportunities; focus on those that will reach your target audience. Hone your messaging and send a concise, friendly pitch with a few examples of your work. When it comes to speaking engagements, start small, evolve your topics overtime, and never stop practicing.
  • Pursue real wedding submissions. Research opportunities, guidelines, and editorial calendars to determine the best fit and strategy for your business. Be sure to follow the rules of exclusivity and prioritize the opportunities that will reach your ideal audience.

For more tips and additional details about these recommendations, watch the full webinar! Don’t forget that past webinars are available within Premium member accounts to view anytime.

» Like, Love or Dislike It: Social Media Matters

social-media-matters-webinarWebinar recap!

It’s challenging to stay on top of the latest social media sites and trends — especially while you are busy running a successful business. However, social media doesn’t need to require lots of time to make a big impact on your client reach.

During this month’s webinar hosted by WeddingWire Chief Marketing Officer Sonny Ganguly, we discussed the ‘big four’ social media sites your clients are loving — and where you need to be active this engagement season. Plus, Sonny shared expert tips to effectively leverage each top social media site to your business advantage.

Here are some of the webinar highlights:

  • Visual sharing on social sites is key. This is part of the reason that Instagram and Snapchat have risen to popularity so quickly! Overall, 3.3 billion photos are shared on top social sites daily. Don’t miss an opportunity to show off your work on a regular basis!
  • Your clients love social media. The majority of today’s engaged couples are Millennials in their twenties and early thirties. 89% consider themselves active on social media and 56% report that they would only consider booking pros they can find on social media.
  • How do they use social while planning their wedding? First, they turn to virtual pinboard site Pinterest to get inspired. Next, they move to Facebook to learn more about vendors they are interested in, and also turn to Instagram to see your aesthetic.
  • They follow the wedding pros they’re interested in. 61% of couples ‘follow’ or ‘like’ the professionals they want to learn more about. Why? Most commonly to get inspiration for their wedding, to see the quality of your work and to get more info about your business.
  • Where should you invest the most of your time? The top four sites to invest your time and connect with your clients today are: Facebook, Instagram, Pinterest and Snapchat. You can cut back on time on Twitter, Google+ and Tumblr due to a lack of interaction with your clients or general sharing traffic on those sites this year.

For more great social media tips, stats and information about connecting with couples on top social sites, watch the full webinar! Don’t forget that past webinars are available within Premium member’s accounts to view anytime.

» Oh Snap! Tips to Connect with Today’s Millennial Couples

August-Webinar_OhSnap!TipstoConnectwithToday_sMillenialCouples_TileWebinar recap!

Many of today’s engaged couples are considered Millennials, in fact 80% of WeddingWire couples are in that age range! For your wedding business to succeed in connecting with this tech-savvy and social group, it’s important to keep a close eye on the top trends, preferred communication methods, and best ways to stand out on and offline to ultimately win them over.

In this month’s webinar for Premium members, WeddingWire’s Director of Market Insights, Andy Whittaker, and Editor, Kim Forrest, provided an inside look into the mindset of today’s couples from how they prefer to connect with pros to the wedding content they are loving.

Here are some of the top take aways from the webinar:

  • Millennials now make up the largest group of the US population! There are 80 million individuals who are between the ages of 16-34, and are your average customer.
  • On average, they are engaged for 13 months, have 130 guests attend their big day, and hire 11 vendors to make their wedding come to life.
  • Millennial couples share the same top challenges when it comes to wedding planning as their more senior Gen Xers. These include budgeting, making decisions, tracking expenses, knowing they are on the right track and finding their vendors.
  • They look for their wedding pros on social media, so it’s important to have a presence and share your work and personality on top sites including Facebook, Pinterest, Instagram and beyond. Mostly they are looking for inspiration, to see the quality of your work, and to find your business info.
  • Aim to connect with your clients through visual content as much as you can. They love videos, listicles, infographics and visual-first social media sites like Pinterest and Instagram. Create your own images or share some you love, and add images of your work.
  • Don’t be afraid to try new social sites! Millennials are loving Snapchat and Facebook Live to name a few – so if these appeal to you, give them a whirl! You can also enlist Millennial employees to teach you about the sites or run accounts for your business if you lack time to coordinate the efforts yourself.

To learn more, watch the full webinar now! Plus, all past webinars are available within Premium member’s accounts to view anytime and learn about the topics that matter most to your business.

» Can You Hear Me Now? Communication Tips to Get More Replies and Bookings

July-Webinar-ImageWebinar recap!

Communicating with clients in this day in age can be very confusing. Technology has transformed not only the way we communicate, but what we should be saying and how we should be saying it.

It’s important to be familiar with the best modern communication practices in order to get more replies and book more couples! In this month’s webinar for Premium members, WeddingWire Education Guru Alan Berg shared his tips for successful communication in the wedding industry!

Here are the 6 T’s that Alan suggests for better client communication:

    • Technology. With literally thousands of apps available for communication–from Messages, to Live Chat, to email, to calling, etc.– it’s difficult to know the best way to get in touch with a couple. At the end of the day, customer convenience is the motto to live by. Follow their lead using their preferred communication type. If you’re making the first contact, email is typically your safest bet, as most couples prefer email over all other communication methods.
    • Timing. The faster you respond to a couple, the more likely it is that they will choose your business over others. Most couples expect a response within 24 hours, so if you know you won’t be able to get back to them before then, at least make contact to let them know you will be in touch soon.
    • Text. Whatever method of communication you choose, be sure to keep your message short and sweet. Also make sure that anything you send can be easily read on a mobile device. Alan suggests that you avoid using attachments and graphics when possible, as those tend not to load properly on mobile devices.
    • Tone. When it comes to your tone, the golden rule is to mirror your client. Get a feel for their manner, and respond accordingly. However, don’t feel obligated to ditch your unique voice, and don’t change your tone once you’ve booked a client. Stay true to yourself and your business personality!
    • Transition. Alan says that one of the most important elements to remember (and one that many business owners forget) is to always provide a call to action. Give your clients a sense of direction, letting them know what the next best step is. However, don’t be pushy; you don’t want to rush them or make them feel forced into an appointment.
    • Tenacity. Don’t give up on a sale if you haven’t heard back right away! Couples are very busy when planning a wedding, so follow up to remind them that you still care about their sale. Ask for the sale if they ask you a question, but avoid seeming impatient. It’s a best practice to follow up 3-5 times on a lead before you let it go, just remain professional and try different approaches to see what gets you a reply.

For more great advice, watch the full webinar, and be sure to check out Alan’s blog all about the business of weddings!

Pro tip: WeddingWire Messages is a fast and easy way to connect with couples, available now in your account! You’ll be notified about new leads or messages, and you can reply using your email, account or mobile device. You’re easily able to send attachments, manage conversations and client details, and move from inquiry to marked as booked instantly. Learn more here!