» Venue Insights: How to Stand Out to Couples

Photo by Metropolist

It’s official, engagement season is here and the majority of proposals are about to happen. As reported in WeddingWire’s annual Newlywed Report, December is the top month for engagements — can you guess what big decision couples will make first? Selecting their venue, of course (80% hire one).

Earlier this year, we gathered feedback from more than 900 couples about how they find and select their venue. Based on the comprehensive findings, here are 5 tips that every venue should consider:

Make sure your site clearly communicates the ceremony space (if offered)

More than half of couples (56%) held their ceremony at the same location as the reception.  A major reason for this is convenience: 7 out of 10 choose to hold the two events back to back. If your venue offers this as a feature, it’s worthwhile to review your website, social media accounts and other marketing materials to be sure it’s immediately clear to couples. Don’t make couples scroll to the bottom of your site or read through the FAQ section to determine what options you offer for the ceremony.

Include photos that give a complete view of the venue and/or ceremony space

The picture at the top of this article is a great example of what visuals couples find valuable. Having the full view makes it easier to imagine how the space could be used. When photos only show a partial view — such as a zoomed in photo of the ceremony area — it results in uncertainty about whether the space fits their needs (What will it be like to walk down the aisle? How can the tables be arranged? and so on…)

When it comes to your Storefront, prioritize images of the ceremony and main reception area over other photo types.

Include photos that show different layouts and looks for the venue

One of the top challenges couples encounter is the uncertainty around how much a venue is willing to customize (roughly 1 in 3 say they encountered this). Couples find it valuable when they can see examples of different ways that a venue could be utilized. Showcase how a space can be arranged with different lighting, table set-ups or decor. You don’t need to capture everything, but including a few examples will make it easier for couples to imagine different possibilities for their big day.

It’s also recommended to highlight any features that are particularly special, such as an interesting bar set-up, one of a kind views or special food amenities. This provides additional ideas about how a couple can customize the space that they may not have even considered.

Minimize photos that do not give couples a feel for services the venue offers

Couples will contact an average of 4 venues, so you want to do everything possible to make a strong first impression. Our research reveals images that don’t feature the space you offer are seen as less valuable. This means close up images of the first kiss or the couple getting ready (with no view of the background setting) should be minimized. You can also skip anything with no connection to what you offer, such as images of the wedding favors or the rings.

Remember to make couples feel special

Wedding planning can be very emotional so this is an important one to remember. Couples tell us that one of the things that stood out on venue tours was when the staff went out of their way to get to know them. Whether this means remembering certain details about the couple or taking extra time on the tour to understand how you can fulfill their preferences, it will stand out to couples as they evaluate their options.

Looking for more examples on how to implement this? Check out this guide.

 

WeddingWire Director of Insights, Lauren Goodson solicits opinions from thousands of couples each month to keep a pulse on wedding planning trends and changes in the wedding landscape.

» How to Keep Your Storefront Fresh Year-Round

storefront tips

Photo by Bradley Images

Engagement season is here, which means a lot of newly-engaged couples will soon be looking for their wedding team. This means now is the time to update your online presence! Refresh your Storefront and put your best foot forward to get noticed and book new business. Not sure where to start? Don’t worry – we’ve created a simple, step-by-step guide for Storefront revisions and updates.

Here are a few easy ways to ensure your Storefront will make a strong first impression for your business this engagement season:  

Upload high-quality images – and make sure your main image stands out!

Even though it’s small, your thumbnail image is the first thing couples will see! Make sure to draw them in with a high-quality professional photo that showcases your products or services. In addition, show examples of your work by uploading a variety of photos that are specific to your business and highlight your strengths.

Take action:

  • Avoid using generic photos. You want to showcase your expertise in a way that will catch the eye of a couple. Be sure to use professional photography to ensure that the photo composition, lighting, and focus are ideal.

  • Test it on mobile. 42% of the time couples are looking at your Storefronts from their phone, 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!

  • Get rid of photos that don’t feature your product or service. If a couple is looking for their venue and comes across a close-up photo of shoes, that’s not what they want to see, even if it is a beautiful photo! Only feature photos that can portray your product or service in some way.

Pro tip: Make sure your main image and photos meet WeddingWire’s Storefront content requirements when making updates.

Verify that all information is up-to-date.

Take the time to read through your FAQs and your business description (and all of the text on your Storefront); and as silly as it might feel, do it out loud! Does it mention old services that you no longer offer? Question every sentence to make sure you are describing your business accurately.

Take action:

  • Check out the Storefront content requirements for guidelines. We encourage you to update your Storefront regularly so that it accurately portrays your brand and your services. You want to send a consistent message to potential clients and be sure to make a strong first impression when they visit your Storefront. Keep in mind that WeddingWire’s content team will review and update your Storefront content whenever you make changes in order to help improve your ranking across top search engines and help you book more couples.

  • Make sure pricing and FAQs are up-to-date. Remember that 88% of couples want to see pricing information before getting in contact with a vendor, so be sure to keep your pricing details updated. If the couple is on your Storefront, you’ve made it to the next round! Make sure that you are providing all key details they are looking for when evaluating your business and comparing you to other wedding professionals in your category.  

Captivate couples using your reviews.

After your photos, the next thing a couple will look at is your reviews. The more recent reviews that you have, the more engaged couples will be able to see the consistency of your work, past and present, and the way couples feel about working with you.

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’ve provided other couples.

Take action:

  • 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.

  • 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.

Build these tips into your to-do list to make sure that you are maximizing your leads and bookings throughout engagement season. Even setting aside 30 minutes a week to respond to recent reviews and look over your Storefront will benefit you in the long run – you can do it!

» 3 Ways to Improve Your Mobile Website

The verdict is here: mobile marketing is the new normal and if you haven’t already, it’s time to catch up. The first step to becoming a mobile-friendly business is ensuring that visitors accessing your website through mobile devices have a great experience. 60% of all searches are done through a mobile device, which is causing Google to shift towards ranking websites based on their mobile sites (mobile first SEO). So if you want to show up in couples’ search results on  Google, mobile optimization is more important than ever.

To be ready for this shift to mobile-first SEO, it’s important to understand how Google ranks mobile friendliness and what you can do to be in Google’s good books.

3 tips for optimizing your mobile site:

  1. Test each page separately

In order to optimize your mobile site, you need think deeper than the landing page. Just because your homepage is mobile friendly, doesn’t mean all pages of your website are mobile friendly. Your site needs to be optimized from start to finish, which means making sure that users have a good experience when they are directed to any part of your website. Moreover, each page should be treated as an entry point since most visits on websites don’t begin with the landing page. Google’s new algorithm is more granular, compared to the past, and will be looking at each page separately to determine how your site will rank in search results.

  1. Page speed matters (a lot)

Google wants to ensure a good experience when people click on a website, so they look at your page speed to decide if you are offering a good mobile experience for visitors. The average load time for a mobile page is currently 22 seconds, but research shows that people will click out if it takes more than 3 seconds to load, indicating an imbalance in user expectations. Google offers the free tool PageSpeed Insights which reports on the real-world performance of a page and provides suggestions on how that page may be improved — check it out to put your website to the test.

  1. Remember: Google operates in real time

Previously, every few months, Google would crawl through web pages and collect data that would deem websites either up to standards or spam, which would then determine the search rankings for these pages. Prior to Google’s latest update, even if you improved your website you would still have to wait a few months until Google re-indexed in order to have any penalties on your website lifted.

But with the new update, Google’s systems are operating in real time. With its latest release Google crawls and re-indexes pages as changes are made. This means you can make improvements to your website and see results in your search rankings quickly.

With Google’s mobile-first indexing rolling out, mobile optimization is the biggest and most critical topic in SEO. It is now easier to understand where your website stands and how to improve it, and as competition increases, differentiating yourself with a well functioning website can help boost you to the top of search results. So get out there and improve your mobile optimization!

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

» WeddingWire Networking Night Minneapolis

This week, local wedding professionals gathered at the Lumber Exchange Event Center for our WeddingWire Networking Night Minneapolis!

Wedding professionals had the opportunity to enjoy a stunning venue right in the center of Minneapolis! Guests met with other local vendors across all service categories as well as members of the WeddingWire team. Plus, they learned local-industry statistics and tips for being inclusive of all couples, presented by WeddingWire Education Expert, Kathryn Hamm!

Thank you to all the wonderful wedding professionals who joined us! We’re excited to share highlights from the event including the educational presentation, the latest issue of WedInsights, and photos from the lovely evening below. You can also see the entire album on our WeddingWire EDU Facebook page!

We would like to say a special thank you to the amazing event partners who helped make the evening possible:


» 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.

» How to Respond to a Negative Review

Reviews are key to your online reputation, and it can be frustrating to receive a review that you may not be satisfied with or feel you don’t deserve. Although you may disagree with the review, it’s important to be professional in your response. Here are some suggestions for responding to negative reviews you may receive on your WeddingWire account:

  • Never write a response while you’re still upset. Take a few hours or even a day before responding to a negative review. Your response is public, so you want to make sure you don’t say something that you will regret later. When you’re calm and ready to address the issue, then you can carefully write your response.
  • Check and re-check your response. Before posting the response, have someone else read it as well just to make sure it does not come off as defensive. Try reading your response from the perspective of a potential client– you want them to see that you are open to feedback and always professional in your communication.
  • Don’t play the “He Said, She Said” game. Remember, the customer is always right (even when they’re wrong!). Apologize for any mishaps you may have caused, or that even may have been outside your control, and point out your other great reviews as proof of your other satisfied customers. Always let them know you value their business and that ultimately your goal was to help create a fantastic event.
  • Keep it simple. Try not to post a long response; leaving a short 3-4 line response is best! Address the reviewer’s concerns, apologize and leave it at that.

What’s the best way to move on after a negative review? Keep collecting more reviews! The more recent reviews you receive, the lower that review gets pushed on your list. Use our Review Collector Tool to keep collecting positive reviews, and you’ll soon forget all about that negative review. Remember, a less than perfect review every so often also adds to credibility, after all, no one is perfect 100 percent of the time!

Pro tip: Don’t forget to respond to positive reviews, too! Let your reviewers know that you appreciate them taking the time to respond to them and return the compliments. Responding to both positive and negative reviews helps show potential clients that you listen to your clients and want to help them have the best experience. It also shows you value the time they took to write the review after their event.

» WeddingWire Networking Night Denver

This week, local wedding professionals gathered at The Maven Hotel for our WeddingWire Networking Night Denver!

Wedding professionals had the opportunity to enjoy a beautiful new venue right in the heart of Denver! Guests met with other local vendors across all service categories as well as  members of the WeddingWire team. Plus, they learned local-industry statistics and how to maximize your SEO to attract more couples, presented by Associate Director of SEO, Mike Anderson!

Thank you to all the wonderful wedding professionals who joined us! We’re excited to share highlights from the event including the educational presentation, the latest issue of WedInsights, and photos from the lovely evening below. You can also see the entire album on our WeddingWire EDU Facebook page!

We would like to say a special thank you to the amazing event partners who helped make the evening possible:

» Boost Your Instagram Engagement with These FAQs

Photo by Vanessa Joy Photography

Instagram can be overwhelming for seasoned professionals and starters alike. Between finding and creating high-quality content, engaging with your audience and growing your followers, it can be easy to rack up questions on how to best run your business Instagram. With the help of social media whiz Vanessa Joy, Owner and Photographer of Vanessa Joy Photography, we’ve answered some of the most pressing questions we’ve heard about Instagram.

Sourcing strong photos is difficult, especially since I am not a wedding photographer. Do you have any advice on sourcing content?

Sure, wedding photographers may have their pick of thousands of photos, but as a wedding photographer herself, Vanessa wants you to remember one thing: photographers are taking photos of YOUR work! They capture the flower arrangements, the cake, the dress, the food, the venue— all the details. Without the work of other vendors, photographers would have nothing to capture except for the happy couple.

This is when networking comes in handy. Each time you do a wedding or event, make sure to find out who the photographer is. Then, reach out to see if he or she might have taken photos of your work, and if they can provide them to you to upload to your social channels (with credit, of course!). Additionally, many new photographers are dying to collaborate with established professionals on staged photo shoots to help grow their portfolio. As a bonus, these partnerships are usually free of charge! Helping out a fellow professional who is new to the industry and receiving professionally shot photos? It’s a win-win.

When it comes to taking your own photos, know that you don’t need to be a professional photographer or even have professional equipment (most phone cameras from the last two years take excellent quality photos!) to take great photos. If you feel like you are short on content, we suggest taking a photo of everything you create or every event you do. If you are a cake baker or florist, set up a quick “photo station” that you can always use with a neutral background or surface that has good lighting. Close-up detail shots are easy and quick, too. If you are an officiant or DJ, get photos of the venue, set-up, or of you in action.

What are Instagram stories and why should I use them?

Instagram stories are a great way to still be active and “post” without uploading something to your permanent feed, making them incredibly useful when you are short on strong content. Additionally, Instagram stories only stay up for 24 hours and are best utilized to show behind-the-scenes clips of what you’re up to… content that millennials love to see. The other benefit of stories? When you post one, you are more likely to go to the top of couples’ feeds. In the case of Instagram, this is as good as it gets. Remember: the more eyes on you, the better.

When it’s off-season, I don’t have a lot to post since I am not as busy. Other than uploading ‘throwback’ pictures, what else can I post?

The best thing about social media? Your followers don’t always know when a photo was taken. Instead of posting pictures right after each event you do, save a handful of photos to share throughout engagement season. When you do this, your photos will look like they were just taken, even if they might have been from four months ago. You’ll be active on social media and posting fresh content— which is always the best thing you can do. And your followers will never know your little secret!

The algorithm for boosting posts keeps changing and it always throws a wrench into my digital strategy. It’s incredibly frustrating to keep redoing my marketing strategy, so what can I do?

Instagram’s latest algorithm changes definitely shook up a lot of strategies, and figuring out a new plan to make it work for you can be quite tricky. But, Vanessa notes that with marketing, you are always going to be re-strategizing. In the marketing world, things just change. Rapidly. So while it may be stressful realizing that what worked last week is now outdated, it is just part of advertising on social media.

That being said, keep in mind that when these frustrating social media algorithm changes are announced, the platforms are making those changes to benefit their business. The goal of the algorithms isn’t to boost your posts, but to keep viewers on their platform longer. Instagram is a business, too, after all. To ensure Instagram will favor boosting your posts, make sure your posts are highly engaging. Engagement inherently keeps viewers on the app longer, and if you have a post filled with engagement, Instagram tends to favor an engaging upload over a dead post.

Should I utilize the poll feature within my Instagram stories?

YES! Remember when we talked about the importance of engagement two sentences ago? Polls boost engagement tremendously. Not only do viewers enjoy participating in polls, but the interactive nature of these stories means that your media has a higher chance of getting in front of more couples.

Can I share my Instagram uploads to Facebook?

While it might seem like a timesaving trick, try sharing different posts on each platform to impress potential clients. Each platform uses a different and unique algorithm. So, if you have a post that is crafted for Instagram’s algorithm, that post might not perform as strongly on Facebook. As a side note, tags and hashtags don’t carry over from platform to platform— you have to re-enter the tags and hashtags in order for them to be clickable, which defeats the purpose of one and done.  

Despite the stressful algorithm changes or the days when strong content is low, we still love social media. As social media continues to evolve, keep in mind how much it can benefit your business. We hope you continue to feel more confident in your Instagram-skills so you can take pride in your social pages. They are one of the best tools you have when it comes to publicizing your business!

These tips originally appeared in WeddingWire’s Webinar “Social Media: A Guide for Wedding Professionals” by Vanessa Joy, Owner & Photographer of Vanessa Joy Photography. Premium Members can view the webinar recording in their accounts.

» How to Create the Ultimate Media List

This article was written by Education Expert, Meghan Ely, OFD Consulting

Before launching a new PR campaign to publicize your wedding business, it is wise to research and carefully select the media that will receive your pitches and hopefully share your work and wisdom. A media wish list is more than just a collection of outlets and names in your genre; it is actually a set of goals for your campaigns, and the outline of your overall plan to gain attention and exposure. The ultimate media list takes time and research to create, but as the secret weapon behind your PR efforts, it can be pure gold.

Evaluate your goals

Every powerful media list starts with research. Use your market research to create a profile of your perfect clients. Understand who they are, what their level of education is, what they eat and read and enjoy. Know their habits – do they watch local morning television or the evening news? Do they use Facebook, Instagram or Twitter? Do they read alumni publications, special interest magazines, or popular blogs?

Understanding the behavior and psychology behind your ideal clients will help you determine which media outlets are strategically valuable, and which are not. You have limited time and effort to expend pitching media, so your list must be curated and your attempts strategic.

Craft a message

I have to emphasize how important it is that you craft an appealing message that answers your target’s needs and communicates something about your business that you want them to know. You’re creating a connection with your prospects, but your opportunity to influence with each press mention is brief, so you want your message to be clear, powerful and on point.

Consider what you have to share. Is it images of your recent work, great advice or an introduction of a product or service new to your market? Can you make relevant commentary on a current event or do you have a special connection to a popular trend? What do you have to offer that will intrigue your prospects enough to act and impress editors enough to include you?

Choose your target media

You have a profile of your ideal prospects and a message you want them to hear. Who should you pitch? At first, you’ll have a broad list of media of all kinds: blogs, magazines, local TV shows, national TV shows, radio and association publications to name just a few. Narrow the field by thinking of which ones appeal to your ideal prospects. Which match up to your profile? Put yourself in your prospects’ shoes and think of their lifestyle habits to help you determine where they receive their messages.

Reach out

It’s not always easy to predict which media will have the influence you are looking for, especially if your ideal client is different from you. When you don’t know, ask! Contact your current clients or happy past couples and ask them about their habits. Ask how they found you can how they tell their friends about you. Build on your current success.

Collect pertinent information

Once you have created a list, gather contact information to make it easy to pursue each lead when you have something to share. You’ll need the publication name, point of contact, email address, submission requirements and known deadlines which should be added to your editorial calendar. Staying organized will increase the efficiency of your efforts and yield greater results.

I know it seems like a lot of work, and may even appear to be a step that can be skipped, but curating your ultimate media list is a powerful way to focus your efforts and achieve ultimate success. Take the time now and you will reap the rewards in successful press down the road.

Meghan Ely is the owner of wedding marketing and wedding PR firm OFD Consulting, which specializes in getting wedding professionals their brides. She is a highly sought after industry speaker and serves as a Public Relations adjunct professor for Virginia Commonwealth University, specializing in PW writing and brand promotion.

» 5 Easy Ways to Get More Referrals

Photo by Rania Marie Photography

Throughout wedding season, you will be working with plenty of new clients and wedding professionals, many of whom will be happy to pass your name around to future engaged couples if you make a great, lasting impression.

Word of mouth recommendations and referrals, especially from other industry professionals, are great ways to gain powerful business exposure and build trust with potential clients, yet many wedding professionals are hesitant to ask for them. If you want to start seeing more referrals (and we are positive that you do!) follow some of these tips:

Set expectations early

Early in the client process, you should let your clients know that feedback, reviews and referrals are very important to you. Explain how they help you better your business and gain new clients. It also is important to indicate that you appreciate and value all feedback, and that you will be following up to ask for it after their event. Having this conversation early in the planning process and throughout will reinforce how important it is to your business. Happy couples are most likely to help you out after you make their dream day come true, so make sure that you are not only having this conversation, but doing your best work, too!

Ask for feedback

Requesting reviews as part of your standard post-event follow up routine is so important. If you are not sure you want the client to submit a review, still follow up and ask for feedback and if they would recommend you to another engaged couple. They will appreciate that you care to check in on how you did, and all feedback can be valuable as you build your business.

Consider an incentive

If you really want to encourage past clients to refer your business, consider offering an incentive. Offer a fun freebie, or a discount on a post-wedding service that you can provide (such as infant photo shoots, or a discount on a flower arrangement or cake). Offering deals on post-wedding services is a great way to keep past clients in your circle. The more contact you have with past clients, the faster you will come top of mind when a friend asks for a recommendation.

Say thank you

Always say thank you for reviews and referrals! Let the referrer know that you appreciate their feedback, and be sure to acknowledge their support of your business. They took the time to write you a recommendation or share your information with a contact, so it is important you show the same respect and address their referral to maintain the positive relationship. Consider sending a personal note or small thank you gift, it’s a small gesture that will be much appreciated and could lead to many more referrals in the future!

Network

As you know, networking in the wedding industry is crucial. Many professionals are asked by couples who they would recommend in the local area for a wide variety of service categories, making it an easy way to book more business. Join local organizations, national associations in your service category, attend local networking events and always take the time to introduce yourself to other vendors working the events you book. Creating a strong circle of fellow wedding professionals is mutually beneficial to everybody involved: you get the opportunity to recommend your top contacts and those contacts will do the same for you.  

Capturing qualified leads through referrals will boost your business and make busy season work for you all year long. Maybe your busy season will extend far beyond October! Be sure to be open with your clients about referrals and never be afraid to seek them out. Also rely on your network and always be thankful to secure referrals. Best of luck!

» Marketing to Millennials: Your Questions Answered

Photo by Svetlana Photography

We love millennials, but… we can admit that this generation often has demands that can be difficult to satisfy. Millennials have shorter attention spans, ultra-high standards when it comes to social media and expect quick, seamless communication from their wedding professionals. They also make up 80% of engaged couples, which means that it’s in your best interest to meet their demands. To help you better cater to your audience, we’ve answered your top questions about marketing to millennials.

How do I reach more potential couples on Instagram instead of other industry professionals?

One way to grow your following of couples is to utilize cross-promotion on platforms where couples are already following you. For example, advertise your Instagram account on your Facebook page and include a mention of it with some photos in your emails for some free publicity.

Is it okay to have a different “Call to Action” on each page of my website?

A call to action, or a CTA, should directly relate to or build on the content presented on that particular page. As an example, on WeddingWire’s website, if a couple is on the venue page, the CTA is “book your venue”; on the website creation page, the CTA reads “get started”. In terms of your own website, if you have a reviews page, your call to action might be “read my recent reviews”.

Each individual CTA on your website, regardless of what it is, should ultimately lead someone to submit an inquiry. By building CTAs that lead to contact information submissions, you are handing yourself a qualified lead— which is the whole point of including CTAs. Having a CTA on each page creates a clear path for viewers to follow and collect information. Just remember to connect the dots if you have different CTAs on each page and be sure you are always guiding your potential customer to the most important actions.

What’s better: Instagram stories or Instagram posts?

Both! Consistency is key on Instagram. Your posts on Instagram should always be well thought out and feature the strongest pieces of visual content that you have. While you should be posting regularly, sometimes it can be difficult to have enough visually compelling content to share regularly. This is when Instagram stories can be immensely helpful. Instagram stories show that you are active on days when you might be unable to post, or only don’t have content worthy of sharing on your feed. Instead of adding a subpar photo to your feed, upload a story instead. Millennial couples love Instagram stories because they often show “behind-the-scenes” action and allow viewers to connect in a more personable way, since the content doesn’t need to be as curated as your post feed (and only lasts 24 hours).

Many millennials respond negatively to being overtly sold. Do we need to be more discrete in our tactics?

The best thing you can do in this scenario is to showcase the quality and value of your services. By expressing your value in terms of what you can offer as a service provider rather than what the cost buys a client, you will be able to sell clients without making it feel like an overt sale.

I have a lot of information to get across but my clients are shocked when I tell them we need to have a longer discussion. How do I go about telling them crucial information without losing their interest?

Keep in mind that millennials tend to err on the side of being know-it-alls— it’s part of their charm! So, when it comes to delivering a message you feel that they need to know, the best thing you can do is to keep it simple. Think of the WebMD symptom checker. When people are sick, many check their symptoms online first and then go to the doctor. Despite how wrong or right the online diagnosis was, the client did their research and “prediagnosed” themselves, then went to the expert to confirm. You are the expert in this case. It is your job to determine if the client already knows what they need to know, or if they need that longer discussion.

Some clients might scoff at the thought of a longer discussion because they may truly have the information already. If not, you need to provide your potential client with the information that you feel they need in the most concise and direct way. Even if you feel that describing key information is impossible to do in under four paragraphs without a hefty sum of attachments and charts, still attempt to reduce that information to the bare minimum. Succinctness is key!

Which word is better for your website’s SEO: pricing or investment?

If you are looking to drive up your website’s SEO (Search Engine Optimization) be sure that you are using the words “price” or “cost”– these are the common search terms. Couples are going to search “cost of wedding flowers” not “investment of wedding flowers”. For this reason, make sure any headings, tags and keywords include those words instead of  “investment”. However, when it comes to the general copy of your website’s text, it is perfectly okay to use the word “investment”, so long as price and/or cost is worked in somewhere.

Should my logo be on every page?

YES! As Sonny says, “you should always be branding!”

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.

» 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