» WeddingWire Networking Night Philadelphia

This Tuesday, we hosted our WeddingWire Networking Night Philadelphia for local wedding professionals at the turn-of-the-century Ballroom At The Ben – Finley’s Catering.

Wedding professionals had the opportunity to enjoy this event in an exquisite space with a striking European ambiance.

Guests relaxed over delectable hors d’oeuvres, sipped wine, and networked with other local vendors across all service categories as well as members of the WeddingWire team. Plus, they learned local-industry statistics and pricing tips, presented by WeddingWire’s Education Expert, Alan Berg!

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. Check out the full gallery of photos!

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

» 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.

» Wedding MBA 2018: See the Highlights!

We had such an exciting week in Las Vegas for another great Wedding MBA conference! We loved connecting with thousands of wedding industry colleagues and friends from across the globe. From outstanding education to a fun-filled celebration, our WeddingWire team was thrilled to see so many of vendor friends doing what they love!

Here are a few of our favorite highlights:

Expert Education

We loved sharing business tips, industry insights and a range of education with you. Our Education Experts presented 16 times at the event — on a wide variety of topics from marketing, to websites, to sales and more. We were also so pleased to include some category-specific education from our Experts. Check out the slides from our presentations here.

Passport to fun

We had so much fun with everyone who stopped by the WeddingWire booth to say hello to the team, and collect passport stamps for swag. Our team loved seeing your selfies in our photo booths provided by The Brand Booth, and watching you contribute to our coloring wall. We were also able to meet with hundreds of pros to share account advice, set their businesses up for success on WeddingWire, and collect product feedback for future updates and improvements. Our team loved seeing friends—old and new.

Celebrating with pros

It wasn’t all business insights and education — there was plenty of fun along the way! We took the time to unwind, after a full day at the conference and take in some Vegas nightlife with great music at the annual WeddingWire party at the Foxtail Pool & Nightclub. Jason Jani of SCE Event Group spun another amazing set, featuring electric violinist Lydia Ansel.

For more event takeaways and to stay up-to-date on all the latest WeddingWire happenings for pros, be sure to follow WeddingWireEDU on Facebook and Instagram. We hope you see you again next year!

 

» 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!

» Tackling Friendors: When Couples Hire Friends Instead of Wedding Professionals

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

I’m pretty handy with a set of tools, and I’ve often helped out a friend or relative with a repair or home improvement project. In other words, I’ve been a ‘friendor’, have you? A friendor is a friend or relative who performs a service that could have otherwise been provided by paying an individual or business. It happens all the time. Have you ever benefited from the services of a friend or relative? I’ll bet you have. When it works out well, you just smile and move on. When it doesn’t, you have to decide whether to pay someone to complete or fix the job or look to another friendor to do so.

Not all friendors are created equally

While most, or all of us have either been or benefited from this arrangement, not all friendors are the same. Some, like me, aren’t currently professionals in that skill. In my case, I’m not currently a general contractor, although I did work as one earlier in my life. I have the skills to do many of the jobs that a practicing professional would do. So, whether I do something in my house, or for my friend, relative, neighbor or in-law, it will get done at a level on par with at least some of the practicing professionals (maybe better than some, maybe worse).

Have you ever helped a friend or relative with services for which you would normally charge? Many of the folks I’ve met in the industry started out that way. Maybe you were an art student and you took the photos for a friend’s wedding, party, family or new baby. You were skilled in the craft, you just didn’t charge. Did it work out well for both sides (they were happy with your work, and you were happy to give them that gift)?

Learning on the job

Other times, a friendor is learning that craft of skill ‘on the job’, which is to say on the wedding or event. That’s where the trouble can come in. Giving your professional services at no charge still avails the recipient with professional services. Learning how to arrange floral centerpieces, bake and decorate a wedding cake or keep the flow going with the right music should not be happening leading up to, or during a real wedding or event… at least I wouldn’t want it happening on my wedding or event, would you?

Are friendors your competition?

We, in the industry, know all too well that it’s a slippery slope using friendors for a wedding. Being a skilled photographer doesn’t mean you know where to be looking, or what’s going to happen next at a wedding. The skills that make you the envy of your friends in the kitchen at dinner parties, aren’t the same as the ones that you need to create meals for 200 guests, and get them all out quickly, hot and plated the same way. Cooking for 2, or even 12, isn’t the same as cooking for 200.

I previously wrote an article for this blog titled “CraigsList is not your competitor.” If the couple has a very low budget, then you were never a real possibility for them. There will always be lower-priced competitors. As a matter of fact, many of you reading this were the lower-priced competitor when you started. If you were a friendor before becoming a paid professional, were you taking away a possible sale from a pro at that time? Maybe yes, maybe no. I’ve also written and spoken about how we’re all hypocrites for asking about price, or for a discount when we’re the customer, and then complaining when our customers ask first about price, or ask for a discount. We can’t have it both ways. If you’ve ever been, or used a friend/relative instead of paying a professional, you shouldn’t complain when a couple chooses to use one.

And the problem is…?

The problem is not that they use friendors. The problem is when they use friendors and it doesn’t go well: The friend who misses the important photos; the cake that doesn’t look or taste the way they wanted; the friend who stops performing their service and starts acting like a guest. Those are the problems.

There are opportunities to help prevent this. Some businesses have popped up serving the DIY couple and their friendors. Whether it’s selling them the supplies they need, with instructions, teaching courses or giving them an instruction manual/guidebook, some wedding and event pros are servicing this market, helping to minimize the nightmares. Notice I said minimize, and not eliminate. People are people, and many will bite off more than they can chew, get in over their heads and fail miserably. Let’s just hope it doesn’t happen to anyone you know.

Now what?

Just as you shouldn’t waste too much energy on trying to sell your services, at your prices, to DIY couples and those who are looking to CraigsList for cheap vendors, don’t waste too much time or energy on those who are choosing friendors. Yes, you can try to educate them. Yes, collect every article, blog and posting you can find from couples who have had horrible experiences with friendors. But you can’t make them read those things and you can’t change their minds if they believe that will never happen to them. Move on and place your efforts in marketing to your real, core audience, improving your website and increasing your sales conversions. That’s a much better use of your time and effort.

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.

» How to Website-ify Your Instagram

Photo by Justin Kunimoto Photography

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.

» Streamlining for Efficiency, Sanity, & Profitability

Photo by Emily Keeney Photography

This article was written by Bethel Nathan, Owner & Business Coach/Speaker at Elevate by Bethel.

To me, there are really 3 main areas of focus for business improvement in our industry.

First, is getting business, which entails all the marketing you do and relationships you build. Second, is your end product or service, photos for a photographer, baked goods for a baker, etc. And third, is the one I spend a lot of time speaking, writing, and coaching about. It is the “in-between time”, the customer experience.

From the time a couple finds you until they either don’t hire you or you have provided the service they hired you for. During this time, the interaction between you and your couple is experienced in a way that is dictated by your processes, and those processes are supported by your systems.

So, you may be thinking to yourself, if they book me (focus 1) and I deliver them an expected product or service (focus 2), why do I have to worry too much about my systems and processes (focus 3)? Well, we are in a competitive industry, and you should want an edge. And that “edge” can be achieved through evaluating and, where necessary, streamlining your business processes.   

Now, many people hear “streamline your business processes” and automatically think, “automate everything,” but this is not always the case, and is rarely what I recommend, especially in an industry as personal as ours is. Although it can include automating certain pieces (for instance, I automate my invoice reminders).

The true goal of streamlining your processes is to figure out if new processes need to be added, current processes can be improved and if there are any current processes that can be removed.

You need to start with understanding which pieces are critical to your business success and important to your couple’s satisfaction, as automation is not usually the direction to go for those pieces. Rarely are the answers the same for all of us, even for two businesses doing the same thing within our industry. So, while talking to others in your category and comparing the pieces within your customer experience can be very helpful, you need to always be aiming for your business to have a customer experience that supports your vision and meets or exceeds the needs of your ideal couples.   

When to streamline-

  • When a new piece of software or hardware (or a change in one you already use) can get you an outcome that works for your business, with less time spent. Key: as long as this does not hurt the value of the outcome.  

  • When a current process can be combined with another process.

  • When the outcome you are getting from a process is more than you need and it provides little to no value.

When not to streamline-

  • When the outcome is important to the satisfaction of your couple or another vendor and changes would affect their perception and/or outcome.  This is where “customer satisfaction” is more important than having the most efficient process.

  • When the cost to streamline outweighs the cost savings of streamlining.  

  • And to echo Goldilocks, “when the process is just right” – when the cost of a current process is pretty much equal to the value of the process within your business.  After all, there is always a cost in time or money to make changes, so only do so when it’s worth it.

If you decide to streamline, I recommend following these steps:

  1. You need to document and have a good understanding of all the processes in your business (to read more about that, see this article on how to communicate effectively with couples and save your sanity). This includes communications with your couple and other vendors, any purchasing of materials you need to get the job done, all pre- or post-wedding work that you do, etc. Map it all out!Note that you can always start with one process, for example the booking process, and work on streamlining it. Just remember that most processes don’t happen in isolation, which is why I recommend having a good understanding of all your processes before you do any major changes
  2. Plan to streamline. Look at a single process and, based on what you know from your evaluation of that process and your vision for customer experience, brainstorm ways to streamline it. Can you combine it with another process? Can you reduce the steps within the process? Can you automate it, or part of it? But before you make a change, really think about the impact that change will have on your couple or another vendor. This is the most crucial step since there are pieces that you could streamline which would increase profitability and save sanity, yet doing so will negatively impact the customer experience enough that it is not worth the savings gained.
  3. Make it happen. Allow yourself the time to make this change, whether it means switching to a new software, creating new email templates, or creating a questionnaire. And then start to implement it when you are ready. Tweak as needed, as you start to see it in use.
  4. Rinse and Repeat! You are never done, and you want to re-evaluate your systems and processes periodically, always with your eyes on your customer experience and your ideal client.

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.

» 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

Photo by Emily Keeney Photography

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 Use Headshots to Redefine Your Brand

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

Headshots are a must-have for professional purposes — it gives others a look at the face behind the brand. Now more than ever, headshots are being used as a strategy that can elevate brands to the next level. In fact, I recently invested a great deal into headshots for my entire team with the confidence that it will pay back in dividends. With that said, here’s my personal guide to incredible headshots.

Timing is everything

Acquiring new headshots amidst business changes is a smart move, be it a new website, a rebrand, or a change in your team or services — it can really add a fresh feel to a company’s brand. In other cases, you may just want to update your current photo and promote a new image.

“When you look different in your headshot than you look in person, it’s time for a new headshot,” explains Shannon Tarrant of Wedding Venue Map. “The point of a headshot is to be recognizable when people see you, so current is always best.”

Regardless of why you’re considering new headshots, it’s wise to start the search for a photographer early on. This will allow you to find the very best person for your needs, while still saving a bit so it doesn’t hit your budget hard.

Consider audience and message

Take a step back and think about your general publicity strategy. Who do you market to? Who is most likely to see your headshot: engaged couples perusing your site, press contacts, or industry peers looking to refer a creative partner? The goal is to decide what style would resonate best with your target audience — for some, an approachable and friendly look is best whereas others may prefer a more refined and upscale look.

With my recent batch of headshots, I decided it was time to deviate from the usual and do something different. I wanted our confidence and experience to show through (hello, grey hair!), while still capturing the rawness of who we are as individuals.

Think about usage

Back in the day, headshots really just lived on your website to give prospects an idea of who you are. Nowadays, they are used in a variety of different manners, be it for social media posts, print materials, or for pitching to media outlets and speaking engagements.

“Be sure to have a mix of vertical and horizontal shots taken,” shares Kevin Dennis of WeddingIQ. “Your needs will vary, whether it’s for social media or a request from someone hiring you to speak. You always want to be prepared.”

Find the right photographer

Headshots are a personal business, so it’s essential to work with a photographer that truly understands you and the look that you are going for. It may go without saying, but DIY is not the answer. “After all, we can’t get frustrated with DIY couples if we choose to DIY this ourselves,” reminds Keith Phillips of Classic Wedding Photographers. “Find someone you can feel comfortable asking for guidance when it comes to location and dress.”

Make sure they have experience with headshots — it’s not the same as capturing an engagement shoot or wedding. Don’t be afraid to spend some money on the right photographer. While you may have some generous friends offering free headshots, you’ll want to be sure that the result will help you reach your goals.

Communicate openly

When you get to the shoot, don’t be afraid to get comfortable with the photographer. Ask them for their opinion on outfits, hairstyles, and colors. Look to them for advice on best poses and feel free to ask to see some of the shots on the back of the camera — tell them if you aren’t comfortable with anything and adjust accordingly. Communication is key throughout the process and will be the surest way to get photos that exude confidence and grace.

Once you’ve received your new headshots, it’s time to share them with the world! Post them to your social media channels, add them to your website, and let the compliments roll in.


Meghan Ely is the owner of wedding PR and wedding marketing firm OFD Consulting. Ely is a sought-after speaker, adjunct professor in the field of public relations, and a self-professed royal wedding enthusiast.

» How to End Busy Season on a High Note

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

While you might be enjoying a short lull in weddings during these warm summer days, September and October are just around the corner. One of the busiest times of year is about to be in full swing. You can’t celebrate the year’s end buried under a pile of to-dos; now is the time to set yourself up for success.

The best way to prepare for your busy season is to take care of important marketing and PR tasks in advance. For ultimate results, I suggest you:

Implement a block schedule.

Carve out 20-30 minutes per week from your schedule to dedicate to marketing & PR. Make an appointment with yourself, and unless an emergency arises, use the time strictly to manage your most important marketing and PR activities.

Prepare for publishing.

Make note of any particularly editorially-friendly weddings you might have scheduled in the fall and place them on a priority list to revisit when you have the time. Connect with photographers and/or planners in advance to gauge their interest in collaborating on submissions, and contact your couple to secure the required background information, like favorite anticipated details, DIY plans or color inspiration so you will be ready to build their narrative when the deadlines approach.

Review local industry association schedules for the fall and winter.

Compile a list of the “must-attend” events before your end-of-year schedule starts to fill up with tastings, consultations and final walk-throughs. Connecting with your vendors at these professional events often pays off in referrals, and the time you spend with them is valuable.

Don’t let your social media presence or blog go dormant.

Map out a simple editorial calendar. It is okay to lighten up your production a bit until you have more time on your hands. Simply plan to publish regularly, if more infrequently. A social media scheduler like Meet Edgar, HootSuite or Schedugram can save your sanity as well as your time.

Jenny DeMarco of Jenny DeMarco Photography also suggests outsourcing what you can to prevent standstill. “After eight years of photography, last year was the first year I wasn’t super stressed out and overworked and it’s because I finally hired a part-time studio manager,” she says. “I learned the money was worth hiring the better team than trying to deal with a less expensive team doing sub-par work.”

Anticipate award season.

If only industry award deadlines were built around your busy season! Unfortunately, the committees don’t necessarily care if you are swamped, so carve out the time to review your target awards and note their deadlines. Have certain worthy weddings in mind? Collect the required elements in advance. Need a ghostwriter to help make your submission extra competitive? They book up fast, so start your search now.

Identify your “time suckers.”

I personally save a tremendous amount of time now that I book all of my appointments through Calendly, create automated invoices, and process all of my contracts through DocuSign. While the tools I use aren’t strictly marketing or PR-related, they easily save me 90 minutes per week. That’s time regained that can be used towards other high-priority tasks, thanks to tools that are available to you, too!

Paula Ramirez from Historic Mankin Mansion stresses the importance of staying focused. “It is always best to operate from a proactive, laser-focused perspective, seeing potential issues before they even occur. Know that you will be extra busy near the end of wedding season and draw on successes from past experience to handle it with ease and grace.”

Preparing for the end of the year is daunting. I know (even if you don’t) that you’re ready to boost your efficiency in anticipation of the big days ahead, so where do you plan to start?

 

Meghan Ely is the owner of wedding PR and wedding marketing firm OFD Consulting. Ely is a sought-after speaker, adjunct professor in the field of public relations, and a self-professed royal wedding enthusiast.

» 4 Ways to Update Your Social Media Strategy

Photo by Vanessa Joy Photography

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

“This is SO exciting!!!!”

That’s what I thought when I first heard about Instagram’s release of Instagram TV, or IGTV. But then I thought of what this really meant. More work. More algorithm changes. More hours of me trying to figure out what they heck I should be doing on social media now.

As a wedding professional, social media is one of the strongest marketing and branding tools we have at our disposal. It’s also the most time-consuming task that takes us away from our true passion of running our own creative business. Right now Instagram is the top priority for wedding businesses in the social media world because that’s where most engaged couples are hanging out digitally these days. So how can you make sure that you’re doing it right when everything keeps changing?

1. Never stop learning

At some point or another I’ve felt the desire to give up. Not on wedding photography altogether, but on little pieces here and there. It’s tempting to feel that way about social media and want to kiss it goodbye because you just don’t want to learn something new that came along. Fight that urge my friends. I’m not saying you have to be a master at social media, but you do need to continue to educate yourself and stay relevant.

2. Don’t believe the lies

It’s tempting to try and find shortcuts when social media gets overwhelming.  Believe me, that won’t end well. From buying followers, likes and other things you’ve heard “work”, how can you discern truth?

Take a look at this video for some quick social media myth debunking.

3. Understand the truth

When it comes to social media the root of it is exactly as it says: social. Every time you see a change come along just remember that each of these platforms is just a corporation trying to make money by engaging users on their platform. If you remember that concept, then you can weather any change by coming back to it. Before you post simply ask yourself “will my audience engage with this?”. It doesn’t matter how they engage with it (like, comment, watch, click, etc), just that they do.

4. Get help

You likely didn’t enter the wonderful world of weddings because you wanted to be glued to social media all day every day. So, streamline the process with a social media scheduling service like Planoly, Buffer, Later, Hootsuite or Meet Edgar (and I’m sure there are many others). If you can, don’t feel ashamed to hire personnel to handle posting or interacting with others. Virtual assistants and office assistants can be great for this and will take a lot of the weight off of your shoulders so you can focus more on your clients and what you do best.

5. BONUS: Know what to fix

For this one, I’m personally going to help you. WeddingWire and I are hosting a webinar for Premium members that’ll help you discover any Instagram faux pas that you may be making. Best part: we’ll be hosting a LIVE critique where you can submit your Instagram account for me to chat about on the webinar! Premium members should check their email to register for “Are You Instagram-ing Right?” on Wednesday, August 22nd at 3pm EDT. 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