Have you ever joined a Facebook Group for local wedding vendors and couples, excited to find a place to connect with potential clients – only to find that every group is flooded with vendor after vendor pitching themselves, each one offering a lower price than the last?
This is a common scene in local Facebook communities, often titled “Wedding Buy/Sell/Trade” or “Yard Sale” groups. Couples will post in these groups looking for vendors, but because it is so easy for anyone to join and market in these groups, it becomes oversaturated with local vendors who fall into the trap of competing to offer the lowest price.
The tricky part is that with so many posts popping up from couples planning their weddings in Facebook groups every day, it is easy to fall into the trap yourself and start commenting on posts that ask for vendors with rates way under your standard pricing.
Here are three reasons this is hurting your business:
- Since there are so many vendors trying to quote their lowest rates in an effort to compete for business in these groups, the couples who join and post in local Facebook wedding groups tend to be deal seekers. Of course, this is not always the case, but if you have higher end pricing or simply do not want to discount your rates, it can become difficult to find prospects willing to pay full price.
- If you spend a lot of time in these groups marketing to couples that aren’t your ideal clients, you are losing time that could be spent building your business elsewhere – like updating your WeddingWire Storefront, preparing for bridal shows, or working on a referral program. If you feel like you post and comment often in Facebook groups, but it’s getting you nowhere, try focusing your energy on other avenues that you know work for you.
- Participating in lowest-bidder comment threads in these groups can devalue your work. If you find yourself commenting on every post and handing out discounts to all of the couples who contact you in these groups, it makes your discounted rates the norm – meaning it will become more and more difficult to find couples and get referrals from people who are willing to pay for your full priced packages.
So what should you do instead? Focus on your ideal client. These couples are the ones who are most likely to love the work you do and write reviews that will attract more ideal clients in the future. Think about how your ideal client researches wedding vendors and the unique qualities they are looking for in their search. Then use those things to determine how to market to them and how to convey your brand on WeddingWire, from your photos to your profile description.
Make sure to highlight the characteristics they are looking for in a wedding vendor throughout your profile so that your ideal clients will be even more interested in what you have to offer. Then when you do get inquiries, you won’t feel as pressured to give discounts or “beat” other vendors in the market – all while saving time after leaving those Facebook groups!