» Should You Reevaluate for Engagement Season?

This article was written by WeddingWire Education Guru Alan Berg, CSP

In the WeddingWire EDU webinar, Are You Ready for Engagement Season?,” I posed the question: “Are you doing what you know you should be doing?”  With the end of wedding season here, now is the time to reflect on what has been working, and what hasn’t. Often things that haven’t been working are a result of the lack of effort or attention on our part. For instance, we might know we need more reviews, but we haven’t been asking because we’ve been deep in the weeds of wedding season. Or maybe you know that your website needs updating, but you haven’t asked your photographer friends for recent photos. Or maybe you know that you should raise your prices, maybe a little, maybe a lot, but you haven’t given the time and attention to figuring out which prices, and by how much.

If I only had the time…

Fear not, you’re in the majority. There’s an old saying: “When’s the best time to plant a tree? Twenty years ago. When’s the second-best time? Today!” It’s not a matter of having more time. It’s a matter of prioritizing that time (something I wrote about in my second book, “Your Attitude for Success”). Each day we’re given a new twenty-four hours and we get to decide how to use them.

Procrastinators unite… tomorrow!

The key is to not try to do it all, just do something, and do it today. I’ve gotten way more accomplished by having a shorter list than I ever did by having a long one. Some of you may have heard me refer to my lists as my “Today List” and my “To-Do List.” My “Today List” includes the things I can’t avoid on a daily basis, such as replying to inquiries, meeting client deadlines, giving speeches, doing webinars… oh yeah, and eating, sleeping and spending time with my family. My “To-Do List” includes my big-picture goals: writing my fifth book, creating my next prospecting campaign idea, speaking in more countries, etc. None of those can be accomplished in one sitting or even one day. None of them is one step. But if I don’t get a small piece of it done, the task will never get started, no less completed.

Once I complete the three things on my big-picture To-Do List… I make a new list. It’s funny how things that used to seem important, just aren’t anymore. That’s because each time we do something new, we move ourselves to a different place, with a different perspective. I have a way different perspective on altitude after jumping from a perfectly good airplane at 13,500 feet. I have a very different perspective on writing books now, after writing four, than I did before I wrote the first one. I have a very different perspective on learning a new language, after presenting in Spanish in four countries. All of these things once seemed unattainable, too difficult, or just plain crazy. On the other side, after doing them, they seem satisfying and empowering. Every time you push yourself, a little more, you move the bar of what’s possible.

What about failure?

Few movements forward are straight lines or only-upward progress. There will be setbacks. Expect them. Plan for them. But, don’t get paralyzed by them. Seth Godin’s book “The Dip” talks about hitting the difficult trough in the path to success. That’s when most people give up. However, it’s the ones that make it out the other side of the trough who reap the rewards. If you are convinced that a new idea will work, that in itself is half the battle. No one can really motivate you, except you. Yes, others can encourage you, but ultimately you have to take the actions. And for those of us who are solo-preneurs, we often need to be our own cheerleaders.

What I said, versus what you heard

Every so often I’ll have a wedding pro tell me that they’re using an idea from a webinar, or one of my speeches or books, but it’s not working for them. Just this week I had an email from a wedding pro, a consulting client of mine, who said that she’s using all of the tips from my latest book, but they’re not working for her. So, I asked her to send me some emails that she’s been using, to see if I can spot any obvious red-flags. When I read her emails, it was very obvious to me that she was using a few of my tips, while ignoring some of the biggest ones. Her emails were short and fit on one screen of a smartphone. Good. But she wasn’t ending with a question. There was no call to action. There was no excitement to the message. I know that she comes from a corporate background, so it’s tough to break the corporate-speak that she’s been doing for years.

Too close to the project

There was a big difference between what I said, versus what she was doing. To me, it was obvious. Of course, it’s easier for me to see it, because I didn’t write her original emails. And yes, it’s undoubtedly easier for me since I wrote a book on the subject. But she read the book. Either she interpreted what I said differently, or she unconsciously resisted the ideas because it caused too much friction for her. Sometimes we just need an outside opinion, someone who can see it more clearly than we can. We’re the experts in some things. We need to seek out experts to fill in the blanks for us when we’re not.

Are you doing, what you should be doing?

Now is the time to step back and see if you’re doing the things you know you should be doing, but you’re just not, at least not yet. Don’t try to tackle them all, just do something. Prioritize your big-picture to-do list and pick your three goals. Then, break those goals down into smaller pieces that you can do in a day, or less. Can you contact one photographer today and ask for some photos for your storefront and website? Yes. Can you reread the text on one page of your website to make sure it’s up to date? Yes. Can you use the WeddingWire Review Collector Tool to ask for reviews from your recent couples? Yes. Can you update your Featured Review? Yes. Can you reply to the most recent 3 reviews? Yes. See, it’s not so hard… now go do it!

WeddingWire Education Guru Alan Berg, CSP has over 20 years experience in wedding related sales and marketing and is an author, business consultant, a member of the National Speakers Association, and the wedding & event industry’s only Certified Speaking Professional®. Learn more at alanberg.com.

» 6 Tips for Using Hashtags

Photo by Anne-Claire Brun

Hashtags are a great tool for businesses that want to use their social media presence to grow and reach new clients. Instagram posts with at least one hashtag have 12.6% more engagement than those without. So what are some things to keep in mind when using hashtags? Read on!

A Guide to Hashtagging:

1. Stay away from generic hashtags

One of the biggest mistakes when using hashtags is sticking to popular ones. Your content can easily get lost in the sea of generic hashtags due to the number of people using it. Instead, find hashtags that are specific to your clients, your area or have industry keywords, something like #ijustsaidyes or #hejustproposed or #dcweddings as opposed to a generic #eventplanner.

2. Research your hashtags

A great way to find which hashtags work for you is by experimenting. To get started, select a variety of hashtags that are relevant to your work, some generic with high post density, and some niche with fewer posts and use them when publishing new photos. If after a few hours your photo shows up as one of the top or recent posts under the hashtag, then you’ve found a winner and you should continue testing and using it.

3. Vary what you use

Once you find the hashtags that work for you, vary their usage according to the type of content you’re posting. You want to be relevant when categorizing your content as well as reach new audiences with a variety of hashtags.

4. Don’t overcomplicate  

If you want to expand your reach to other couples, you shouldn’t use complicated hashtags that can easily be misspelled and difficult to find. With people’s ever-shortening attention span, a simple hashtag that can quickly point them towards your services is the best thing you can do. The last thing you want is a typo coming in the way of your business!

5. Use the couple’s hashtags

When posting about a specific couple, try to use their wedding hashtag to reach their immediate family and friends. Being able to interact with the couple and their guests will increase engagement on your posts — and high engagement is typically rewarded by Instagram.

6. Start your own

We love the idea of starting your own hashtag to create a community. It’s a fun way to brand yourself and monitor what people are saying/sharing about your business. The hashtag you use for Instagram can also be used across channels to promote and create conversations around your services while functioning in a way as reviews for your prospective clients to see how past clients have reacted to your work.

Hashtags can be daunting to navigate and use, but don’t be afraid because they are allies in promoting your business and reaching a wider audience!

These tips originally appeared in WeddingWire’s Webinar “Are You Instagram-ing Right? Tips for Attracting Engaged Couples” with WeddingWire Education Expert, Vanessa Joy.

» How to Keep Your Storefront Fresh Year-Round

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!

» How to Get Your Instagram Ready for Engagement Season

Instagram’s ability to engage with its audience while having well-integrated metrics and promotion options makes it a very attractive market for those looking to promote their business. Which is why it has become one of the most popular networking sites today with about a billion users.

Many consumers today have started looking at a brand’s Instagram page before interacting with their products or services. Therefore many businesses use this platform as a portfolio to showcase their brand and product offerings. According to Instagram, 60% of people say that they discover new products on the platform and 75% of Instagrammers take action after being inspired by a post.

So what does this mean for you as a wedding professional? It means that to thrive in the highly competitive wedding industry, you must incorporate Instagram into your business strategy if you haven’t already. In Education Expert Vanessa Joy’s webinar, Are You Instagram-ing Right?, she discussed how heavily some couples are basing their decisions solely on a vendor’s Instagram. Thus, making it important that your Instagram showcases your services just like a website.

Here’s how to “Website-ify your Instagram:

Step 1: Analyze what your clients see

When someone comes to your Instagram profile, they’re getting a snapshot of your business and making judgments. The first things they will see include your followers, how many people you follow, your description, Instagram highlights and the last three photos you’ve uploaded. Since the description is high on that list, it should detail who you are, what you do, where you’re located and what you can do for them. It’s good to take a step back and think as a client, does your Instagram clearly convey those things?

Step 2: Include all information listed on your website

Since a lot of couples are discovering vendors through Instagram, adding information that may be important and traditionally listed on your website is a good idea. You can use the story highlight feature on Instagram to list your products and services, reviews, packages, and inspiration.

Step 3: Consistently showcase your brand

Posting consistently is vital for engagement. So, make sure you have a schedule set up to keep your Instagram updated. Tools like Planoly or Later are very helpful with scheduling posts ahead of time and they let you see how your Instagram grid will look like before you post so you can maintain a consistent style and visually appealing portfolio to represent your services.

You should also think about your audience and post things that are interesting and relevant to them, which means going beyond the work that you do. Try inspirational posts or fun content for couples, it doesn’t always have to be about the services you offer. Creating video content is another way to showcase your brand as they have shown higher engagement rates and keep your audience interacting with your posts longer. IGTV and Instagram stories are also great features to play with as you work on evolving your Instagram presence.

 

These tips originally appeared in WeddingWire’s Webinar “Are You Instagram-ing Right? Tips for Attracting Engaged Couples” with WeddingWire Education Expert, Vanessa Joy.

» 4 Ways To Respond To Questions About Price

Photo by Rusted Vase Floral Co.

About 88% of couples are looking for price before they even reach out to you. Which makes sense right? No one wants to get excited about a service to then find out it’s out of their budget. Which is why we recommend putting pricing on your website, marketing materials, and Storefront.

However, 44% of wedding professionals say that their prices depend on the individual needs of each customer, making it hard to directly advertise or quote prices. So what are some ways to handle pricing questions in these dependent situations?  

1. Tell them

Many couples bypass vendors who don’t show pricing information for those that do. If you have an exact understanding of what your services or products will cost, simply tell them and ask to move forward by ending with a question like: “Should we reserve that for you?” or “Would you like to schedule a time to visit our venue/see our services?” It might seem unconventional to ask for an appointment in the initial reply, however, if you relayed the details and pricing that was asked for by the couple, they may have all the information necessary to make that decision.

2. Don’t tell them

If you don’t have a singular price, don’t duck the question. Instead explain to them why you can’t give that information just yet by saying something like “I don’t want to leave out anything that’s important to you, or charge you for anything you don’t want or need. So, let me get a few details and then I’ll be able to give you a quote.” Moreover, end with a low commitment question like “Have you secured your venue/ other services yet?” or “Are you having the wedding and reception in the same place?”. This low commitment question can keep the conversation going.

3. Starting price

Giving the starting price of your service is another way to approach the price question. However, it is never recommended to sell from the bottom up, especially if your services or products have a wide range. If a product of yours starts at $800 and the range goes up to $10,000, with the average amount being between $3000 – $4000 you probably shouldn’t start at the low end. Giving the starting price at $800, in this case, is misleading the customer. In a situation like this, you can try responding to a price question with something like “I can’t give you a price until I have all of the details, but I can say that the service starts at $x” and then end with a low commitment question.

4. Price range

Giving a price range is perhaps one of the best options for services that depend on individual customizations for the couple. Following the above example of what to say when you have a starting price, simply add a range to it and try something like “I can’t give you a price until I have all of the details, but I can say that the service runs between $x – $x, will that work for your budget?” and then as always end with a low commitment question to keep the conversation rolling. If a couple comes back with your range being out of their budget, don’t burn the bridge! Try to offer a lower price if possible or end your conversation with “We would love to work with you if you don’t find someone else within your budget!”

Responding to pricing questions can be daunting sometimes, but being asked for the price is one of the biggest buying signals you can hear and it should be embraced!

These tips originally appeared in WeddingWire’s Webinar “Replying to Leads, Part 2: From Conversation to Conversion” with WeddingWire Education Guru, Alan Berg.

» A 5 Step Guide To Inquiry Follow-Ups

Couples often get engaged and start sending out inquiries before booking their venue or base services, which is why they may be slow, or not reply at all after sending their first inquiry. Because of this, it’s important to show sustained interest by following up. But, how many times should you follow up before you give up? Check out the 5 step follow-up method below to re-engage leads and get the responses you want.

The 5-Step Follow-Up Method:

1. Reply instantly using the same method

The first necessary step to an inquiry follow-up is a quick reply, especially when you may be on a shortlist with your competition. A fast reply establishes trust and a sense of reliability before discussing details, giving you a significant advantage over those who reply late. Apart from a quick reply, it’s also important to reciprocate communication on the same channel from which you were contacted.

2. The next day: Did you get my reply?

If your couple has yet to respond the day after your quick reply, fret not, and understand that work schedules and other priorities often get in the way. Give them a day and then follow up at the same time as your last reply with a little nudge. Try something like: “Hi, I wanted to make sure you saw my reply from yesterday, I’m very excited to help with your beautiful wedding.” and then finish with a low commitment question like “Have you already reserved a venue, and if so which one?” to keep the conversation going.

3. A few days later: Try a different method (text/phone)

So it’s been a few days and you still haven’t heard anything after your last follow up, what do you do next? Perhaps consider the fact that your message is not going through (especially if you’re communicating via email — due to spam filters). Try a different method or a new email address with a message that goes something like this: “I’m just sending this message through another channel just in case your spam filter caught the last one.”

4. A few days later: A simple message

The key to a good follow up is continuing to do so in a timely manner. After your last follow-up, it’s important to send another message within the next few days and not weeks. If there is no response to your message even after choosing a different method of communication, try sending a simple message like: “Are you still looking for [service]?” to confirm if this is a lead still worth pursuing.

5. A week later: Try a little humor

As a last attempt, if there has been no response, try a little humor to get a reaction! See these examples:

Example 1

“Hi Alan,

I know you’re busy, so I’ve prepared 3 convenient calls to action for you:

  1. Ignore this email and eventually I’ll get the picture and write terrible poetry about the deal we never did. [MOST POPULAR]

  2. Hit ‘reply’ and I’ll do the same. [RECOMMENDED]

  3. WILDCARD – Call me on (phone number). Interrupt my day like I have yours. I deserve it! [LIMITED TIME OFFER]

Option 2 is my favorite!

Have a great day,

Kerrie

Chief of “creating a profitable business out of thin air”

Example 2

“Hi Andrea,

I sent you a few emails and a text and didn’t hear back from you about your (wedding service). So, I figured one of 4 things happened to you.

Please reply with the number of the correct circumstance:

  1. You found a different (service) that was just so awesome you couldn’t resist

  2. You’ve been meaning to get back to me but you’ve just been really busy

  3. You want me to stop contacting you (just ask!)

  4. You’ve been binge-watching Game of Thrones and you need me to send more popcorn

Please let me know which number and if you prefer microwave or stovetop.”

Following up in a timely manner is an important part of converting leads to bookings. Wedding professionals often wait too long before reaching out or don’t pursue leads thoroughly. Use this 5-step follow-up method to reach and convert inquiries effectively.

These tips originally appeared in WeddingWire’s Webinar “Replying to Leads, Part 2: From Conversation to Conversion” with WeddingWire Education Guru, Alan Berg.

» 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.

» Pricing Do’s and Don’ts

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! Think of 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.

We’ve pulled together a list of Education Guru Alan Berg’s best tips on pricing do’s and don’ts to help prepare you for how to respond to those often-dreaded pricing questions when they hit your inbox.

DO’S

  • Do reply as quickly as possible to an inquiry. Did you know 50% of buyers choose the wedding professional that responds first? Replying instantly can almost guarantee that the inquiring couple is still in the same place mentally and physically rather than having moved on to other things. If you can catch them by responding quickly, there’s a higher chance of receiving a response and a continuing the conversation.
  • Do reply on the same platform that they used for their inquiry. Give couples all the possible ways to contact you, let them choose what works best for them, and then promptly reply on that channel. 48% of couples are frustrated when vendors don’t reply using the same channel they reached out on. So, start with their preferred channel and then request moving to another channel of communication later on if it’s necessary for you.
  • 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 and/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.

DON’TS

  • Don’t assume that a couple can’t afford you just because they are asking about price! How often do you determine the price of something before buying it? Probably all the time! Because this is a first time shopping experience for most couples, they don’t necessarily know what their needs are or what they are looking for, and therefore don’t know what other questions to ask. You are their guide, so help them out!
  • Don’t lead with your lowest price. Typically, the first number you hear is the number you expect to pay, which ends in an unfair result for everyone. Instead, give a price range. As a simple example, you can say, “Our prices range from $x – $x, with our most popular option being $x.”. Along with a price range, consider pointing out some of the ways you differentiate in order to sell them on you, not just your price.
  • Don’t be afraid to address a low budget. If a couple gives you an idea of their budget for your service and it’s far below your pricing, politely let them know that you completely understand but that you cannot deliver the quality of work that you do within that budget. If possible, try to give them other options that you can provide, although it won’t include everything that they want, within their budget.
  • Don’t dump data and attachments. Instead, give a short, concise answer and try to make sure that it fits on a smartphone screen without the need to scroll. Most people will be answering and opening on their phones and if the information given is too long or overwhelming they aren’t likely to read it or keep it.

» 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.

» 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.

» The 4 Rules of Wedding PR During Busy Season

Photo by Tracy Shoopman Photography

The truth is, if you wait until off-season to look at your business’s PR strategy and start promoting, you’re doing your business a huge disservice. While the busy season workload takes up the bulk of your time, your PR strategy shouldn’t take a back seat. WeddingWire Education Expert and owner of OFD Consulting, Meghan Ely, gave us four rules for mastering PR during busy season with only a small time commitment each day.

Keep momentum going

It’s not a rule, but rather a guideline to help you follow the rules. Keeping up momentum is crucial if you want to maximize your time and PR strategy efficiently. Meghan says she sees it all too often: wedding professionals drop their PR strategy for busy season and pick it back up in November when the season ends. However, come November, you are going to be sitting on a pile of work that will make you more stressed than you thought handling it during the season would!

Instead of dealing with the mountain of PR work you’ve accumulated throughout the season, tackle the opportunities as they come in. Not only will this keep you sane in the long run, but it will also help eliminate competition. By neglecting your PR strategy until November, you subsequently end up competing with every other wedding professional who followed the same ‘strategy’. Suddenly, come November, the PR branch of the wedding industry is crowded with everyone playing catch-up. Ultimately, there is a lot less “noise” to compete with during busy season, and it’s in your favor to never lose momentum.

Rule 1: Stick to the low-hanging fruit

During busy season, you want to do things that will increase your brand awareness and showcase your portfolio… and this doesn’t have to be hard or take copious amounts of time! RealWeds submissions are one of those easy-to-do tasks that can have a tremendous effect on publicizing your brand. RealWeds are a great option to focus on because you already have a steady stream of content coming in from all of the weddings that you do— why not utilize that to its fullest potential?

Typically, photographers, venues, event designers, planners and florists are the ones submitting the majority of RealWeds content, however, if you don’t fall into one of these vendor categories, you aren’t excluded from submitting! Be sure to reach out to the other vendors who worked on the wedding to see if you can do a “group” submission, or have permission granted to use their photos (if they were the photographer) or photos of their work (if they are a vendor whose work is featured in pictures of your work) in your submission.

Rule 2: Stay organized

Many people neglect RealWeds submissions during busy season because they can take a lot of time to submit, however, they shouldn’t so long as you cover your bases and stay organized. Working RealWeds submissions into your client contracts is a great way to speed things up, as this way, you aren’t chasing after couples once they are married to get their permission.

Additionally, this opens up the conversation with the couple to find out what other vendors they are working with. Getting other vendor information as early as possible is going to help you track down other vendor’s whose permission you might also need in order to submit before the submission crunch. Meghan recommends connecting with the photographer and planner 30-60 days before the wedding to ensure that you can submit.

Rule 3: Create a workflow

Meghan’s best tip for managing your PR strategy during busy season? Embrace apps and programs to manage your work! Programs like Dropbox that can manage files and to-do list apps, like Basecamp, can help keep you organized and create a workflow. Another tip? Utilize block scheduling! Time might be limited during busy season, but if you schedule a fair amount of it each week to work exclusively on PR, there is no excuse for not working on it.

Rule 4: Be realistic

The last rule? You have to be realistic! If you can’t dedicate three hours a week to your PR strategy, then setting the goal to send in 10 RealWeds submissions, pitch multiple media outlets and maintain your press relationships, isn’t realistic. By setting realistic goals, you will be motivated to keep pushing forward and won’t beat yourself up about not reaching them.

You should always be asking yourself these three questions to determine if you are being realistic with your goals:

  • What got accomplished? What didn’t?
  • How can I adjust my organization/workflow?
  • Was it worth the effort?

…But not so fast!

Now that you have the rules about how to best manage your PR during busy season, don’t dive in. Building a strong PR strategy that will endure even the craziest of busy season ups-and-downs takes a considerable amount of time to plan. Before you begin, take a good look at your website, your galleries and your social feeds. What is the point of directing people to your site or branding outlets when they are not where you want them to be? Take a close look at what you are working with, evaluate where you want to go, make any adjustments that you need to to get there, and then dive in.

It can be hard managing your PR strategy during busy season. However, so long as you follow these rules and are prepared to charge into the season with a strong PR strategy in place, you should be set to see the benefits of it. Keep momentum going, set realistic goals, and dedicate the time you need to implement good plans, and there should be no doubt that your PR strategy will be a success this season. Good luck!

These tips originally appeared in WeddingWire’s Webinar “Build Your Reputation by Earning Publicity (Even During Busy Season!)” with Meghan Ely, WeddingWire Education Expert and owner of wedding PR firm OFD Consulting. You can view the webinar recording through your account.

» 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