Photo by Slavik Yasinsky Photography
When marketing a brick and mortar business before the internet, the three magic words were location, location, location! However, this has changed over the years — now reviews are what makes a business successful online.
As you know, having as many great – and recent – reviews as possible is very important to your business. It shows your work ethic and values, from the voices who have hired and experienced your services, a “social proof” that you will live up to the promise of your work. Reviews can set you apart when being compared to other wedding professionals in your category. I often hear from couples that they reached out because of my reviews, even when they didn’t come directly from a site with reviews. How about your couples?
Here are some ways you can use the power of reviews to increase the number of ideal couples who inquire with you – leading to more bookings, which leads to more great reviews, which leads to a fabulously repetitive cycle.
Use what is written in your reviews in places where your ideal couples are looking.
I cannot emphasize this enough! Words, phrases, and even entire reviews – that describe what you want to do more of with couples – should be integrated throughout your marketing materials, on all the pages of your website, on your social media, in your verbal messaging, and any other place where you are communicating with couples. This includes initial calls/meetings with couples or your elevator pitch at wedding shows to reinforce perceptions and expectations. For example, in so many places and in so many ways, I use some form of, “my couples are looking for a ceremony that is fun, personal, meaningful, and non-traditional” – because that is what I hear over and over from my ideal couples and continue to read in my reviews. It truly describes what I do and speaks to my ideal couples and, thus, I embrace it and use it everywhere. The idea is to let your couples say it for you, because it is more powerful coming from them – plus, let’s be honest, often some of the praise they say about you would sound a bit (or more than a bit!) weird or braggart coming from you. Let them say it all for you!
Use what is written in your reviews to improve your SEO.
This takes the above one step further, to not only use your reviews once a potential couple has found you, but also to help potential couples find you. The positive words, phrases, and sentences that get used over and over in your reviews should also be used as keywords on your website and in your blog articles.
Use what is said in your reviews to fix problem areas within your business. For example, one coaching client of mine was getting high marks for her service on the wedding day itself, but lower marks for her responsiveness in the lead-up to the big day. This issue was written about in multiple reviews and needed to be addressed if the overall customer experience was to be improved. Remember, you may not think what is being reported is a problem, but if your couples think it is, you either need to fix that area or set proper expectations with new couples.
Obviously, if you get one not-so-great review, it might require a personal response but it probably doesn’t require a process change. However, if you get multiple not-so-great (or quite bad) reviews, read them objectively looking for a pattern. Do they say your communication was lacking? Do they say you weren’t professional? Do they say your end product wasn’t what was promised? If there is a pattern, you should take corrective actions as soon as possible.
On the positive side of the above, use what is said in your reviews to help you streamline and improve your business processes.
Is there something within your process that couples always mention in a positive way? If there is, is there a way you can make it even better? Or, if you are looking at how to be more efficient, is there something you thought every couple would mention but don’t? Could you remove that from your process?
For example, I send a wedding greeting card with a personal hand-written message to each couple after their wedding. The card itself is a few dollars plus postage, and the time to write it is at least a few minutes. If that never gets mentioned in reviews, is it a part of my process that I could remove without negatively impacting the customer experience? Yes, it is. Now, that doesn’t mean I have to remove it, as it might fit the customer experience I personally want to provide, but it provides valid justification if I decide to remove it.
Share your reviews on social media.
I know this sounds obvious, but I follow lots of local and national wedding professionals and yet, I only can name a few who seem to be consistently sharing their reviews. Facebook, Instagram, and even Pinterest are all places that your potential couples may be checking you out, and therefore you should let your previous couples speak positively for you on these platforms. A great way to share your reviews are to screenshot them right from the WeddingWire Business app and post it on your social platforms (rather that retyping the words, which can be faked or edited).
As you can see from the above, your reviews really do have superpowers that can be exploited for good– the good of your business. Spend the time and effort to make it happen!
Bethel Nathan is a San Diego based wedding officiant, business coach, and industry speaker. Combining her years of corporate and small business experience with a love for marrying awesome couples, Bethel built Ceremonies by Bethel, a successful and award-winning Officiant business. And although still officiating, Bethel now has another love… helping others turn their passions into successful and sustainable businesses. Learn more at www.elevatebybethel.com.