» 10 Best Practices for Communicating with Millennials

Successfully communicating with Millennials can sound like a daunting task if you aren’t familiar with their heavy reliance on mobile devices. After all, Millennials are the “mobile generation”: everything they do or want to do can be done on-the-go. They have around the clock access to email, news, social media – you name it, they can do it!  So how do you possibly get their attention in a time when there are literally thousands of modes of interaction? The key is to understand three of the most popular (and efficient) ways Millennials are interacting with the world around them: texting, email, and social media.

To give you an idea of just how “mobile” this generation is, consider this: Millennials spend an average of four and a half hours on smartphones each day, and 87% of millennials have their smartphones on them at all times. According to the same data, 80% of Millennials said that the first thing they do when they wake up is check their smartphone, and 60% said that they believe everything will be done on mobile devices in the next five years. Looking at your audience specifically, engaged couples spend 42% of their time planning their weddings on mobile devices each week. The world is shifting to become much more mobile-based, and it’s essential to adapt your business’s marketing strategy accordingly. Is your business catering to these individuals?

If your answer is no, don’t worry. By following a few simple mobile etiquette tips and adjusting your current marketing strategy to account for this mobile generation, you’ll be equipped to successfully communicate with Millennials via email, social media, and even text messaging.

Email

  1. Make your emails mobile-friendly. About 70% of WeddingWire consumer emails are opened on mobile devices, which demonstrates how important it is that all of your business’ emails can be opened from a mobile device. WeddingWire Education Guru Alan Berg refers to this practice as “mobile end-to-end,” which means that the Millennials who are constantly on-the-go can access your content on a desktop or mobile device and enjoy the same experience.
  2. Don’t get lost in the (inbox) crowd. Once you reach your client’s email inbox, it’s important to direct them to your email amidst the hundreds of others they’re probably receiving. To do this, use a short, descriptive subject line that grabs their attention and provides all of the important information. This strategy is crucial for a generation that often weeds out emails based merely on the subject lines.
  3. KISS. This acronym – Keep It Short and Simple – is the golden rule for your email content. Millennials’ time is precious; they’re a busy generation with very little time to read through lengthy boring content. So once you’ve grabbed their attention with a catchy subject line, make your emails are concise and exciting. Use images and large font to engage your clients, and be sure to keep the message short enough so you don’t lose their interest.
  4. Respond ASAP. Remember to respond as quickly as you can, because besides being courteous, doing so lets your clients know they are important. Our data suggests that most couples expect to hear back from a vendor within 24 hours, so aim for that at a minimum.

Social media

  1. Give it whimsy. Millennials spend about five and a half hours on social media daily, most of the time via mobile devices, so it’s important for your business to have an active presence online and to post interesting, relevant content that will grab their attention. Industry thought leaders suggest that you include a little playfulness in your posts, as the social media that Millennials find the most engaging and shareable is often a combination of goofy and earnest content. Don’t be afraid to show some personality – after all, they’ll need to be working with you personally on a very important day in their lives!
  2. Be creative. Despite their reliance on mobile, Millennials switch their attention between electronic devices several times an hour, so it’s important to post engaging, creative content across all platforms that will keep users’ attention no matter what medium they are viewing it on. The key, however, is to post the right content for the platform; don’t just post the same content across your social networks. Consider your audience for each network to post the appropriate content with the right tone. Think about it: You wouldn’t post the same thing to LinkedIn that you would post to Facebook, would you? Use all types of platforms to showcase your expertise and let your product sell itself.
  3. Start a conversation. Millennials are more likely to engage with a social media post if they care about the content. Our research shows that 40% of couples say they comment, tag their partner or friend, and/or post on a vendor’s page if they like the content. They are also more likely to share your content with their own followers if they feel a strong connection to it, so encourage this behavior by posting content that they can respond to or share. If they share your content, it not only indicates loyalty, but it also extends your reach to even wider group of prospects.
  4. Follow trends. We get it; you’re busy! With countless social networks and apps available today, it can be hard to stay up to date with them all. You don’t need to have a presence on them all, but you do need to understand which are the most popular among Millennials. For instance, many engaged Millennials are using Instagram to look for inspiration and to post engagement and wedding photos for guests to see. They often use personal wedding hashtags and location tags that make it easy for friends to find, so mirror these trends by using your own hashtags or geo-tags in your media posts to direct more people to your content.

Texting

  1. Proceed texting…with caution. Text messages are one of the dominant forms of communication among Millennials, well above phone calls. However, while texting is an easy way communicate a quick message, there are still important rules that apply to the business world and are important to remember even when communicating via text. WeddingWire Education Guru Alan Berg recommends that wedding professionals (and all professionals for that matter) never text prospective clients first. Texting is the last personal communication method we have today, so boundaries are necessary for it to remain that way. Once you’ve had meaningful contact with someone via email or by phone, you can ask if they would prefer texting. If you prefer not to text with clients, you can explain that they should only be texting you for wedding “emergencies,” or if they’re running late to an appointment.
  2. Keep it professional. Avoid falling into the laziness trap of abbreviations and emoticons. While it is easy to simply write, “c u @ 3 today,” you want to keep your texting “voice” professional when communicating with a client – even Millennials who are all too familiar with the vernacular. Adhere to basic grammar rules, don’t type in all caps (to Millennials, that translates into screaming), consider your tone, and always include your name in the text so as to not confuse your client.

Millennials may seem like a complicated generation with their smartphones, tablets, desktops, and other devices. However, following their trends on social media and using professional email and texting behavior will allow you to communicate with these individuals in the most efficient way possible, no matter what device they’re using!

 

» 5 Ways to Reach Couples on Social Media

Photo by Vanessa Joy Photography

With more tech-savvy millennials relying on social media platforms to research (and even book!) wedding professionals, your social media presence is critical. From sharing strong visual content to growing your following, we have five tips for mastering your wedding business’ social media pages with the help of Vanessa Joy, owner and photographer of Vanessa Joy Photography.

Innovate

While your social media platforms should act as a secondary portfolio to show off you work, your feed should feature more than just that. Diversifying your feed not only helps your page stick out amongst competition, but it also encourages viewers to stick around longer. When you think about it, one of the premises of social media is to keep viewers on your page(s) as long as possible and maintain engagement with your brand. Instead of only uploading photos of your work, try mixing in stories, videos, graphics, or different photos that relate to topics your audience would be interested in.

For example, share a photo of your workspace, or a video of your favorite hobby. Couples will love learning more about you and it will help build a stronger connection to your brand. It will also create a more dynamic feed and motivate your audience to keep coming back. Vanessa suggests weaving in content that relates to wedding trends, fashion and even home-making because these topics are relevant to most potential clients. By being innovative when it comes to exploring new post ideas you will impress viewers as an expert in the wedding industry as well as someone they can relate to.

Tags and hashtags

Using tags and hashtags is another great way to boost your pages. For those new to social media, hashtags (#) are a way of tagging specific user-generated messages or themes that other people can see, follow and track. Tags (@) are a way of tagging other user’s pages to help to engage users, give credit where credit is due and expand your network through mutual connections.

Using hashtags in your captions, whether they are unique or trending, can help raise the visibility of your post(s). When using hashtags, make sure they are relevant to the content of the photo. As an example, you shouldn’t upload a photo of a wedding dress and use #breakfast or #marchmadness in the caption. Doing so, can be misleading and will be seen by a group of people that probably aren’t looking for wedding related content.

Connect with new people

Social media is a great way to expand your network. Of course you want to use your social media to gain leads, but connecting with other wedding professionals is beneficial, too. We understand that finding new people to connect with can be challenging, so, where do you start? Where do you look? Turns out, it’s a lot easier than you might think.

Vanessa suggests keeping your connections local. We love our friends who are far away, but local connections can provide referrals to local clients that are more likely to use your services. A great way to search for local wedding professionals is through using relevant, local hashtags, such as “#LAphotography”. Then, start following other local vendors that are using that hashtag, and try commenting on one or two of their posts with a friendly compliment (don’t spam them, though!).

Another way to find local connections is by searching a nearby location, such as a popular event venue, on Instagram. Think about peak wedding times, such as a Saturday night, and then view the posts that are being tagged at that location. There, you can find many potential clients who are in the perfect target market for your services. By having a strong network of fellow vendors and potential clients in your target demographic, you can gain referrals, helpful insights and future leads.

Engage

When you think “social media”, the first word that should come to mind is “engagement”. Instagram and Facebook frequently change their algorithms that control your page and post visibility. We understand why changes to these algorithms can be frustrating, especially when they can affect your marketing strategy, but the one thing we know to always be true is that both platforms consistently favor engagement.

Facebook and Instagram are businesses. Just as you want more viewers and followers on your social pages, these major platforms want users to stay on their platform for as long as possible; it’s how they make money. One way to increase the amount of time spent on a platform is through engagement. Replying to comments, posting frequent stories, offering engaging polls and posting content often, will increase the engagement on your page and increase your favor by the algorithm.

Visualize

Lastly, social media platforms are highly visual and therefore you should aim to be a visual storyteller. These channels revolve around bite-sized, visual content – think beautiful photos, quick videos (30 seconds or less) and short captions. Do your best to select and curate strong imagery and create engaging videos that tell a story without many words. Millennials often prefer visuals to reading so if you want to hook a millennial, do your best to limit the text and keep your visual content fresh, engaging and high quality.

Social media is always adapting and we know it can feel like a full-time job keeping up. However, taking the time to market your business on social media will be rewarding when your following grows and leads and referrals are coming your way. Just remember that your social media presence is quickly becoming the determinant of your credibility as a wedding professional, especially amongst millennial couples. Keep those posts visual, engaging and make new connections!

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.

» Marketing to Millennials: Your Questions Answered

Photo by Svetlana Photography

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

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

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

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

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

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

What’s better: Instagram stories or Instagram posts?

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

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

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

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

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

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

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

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

Should my logo be on every page?

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

These tips originally appeared in WeddingWire’s Webinar “Marketing to Millennials” by Sonny Ganguly, WeddingWire’s Chief Marketing Officer. Premium Members can view the webinar recording in their accounts.

» Social Media Dos and Don’ts for Attracting Millennial Couples

As we know, millennial audiences are heavily invested in social media, spending about 5.5 hours a day on average engaging with social media. For wedding professionals marketing to millennial couples, this means that if your social media pages aren’t up to par, you may be missing out on their business. Not sure what they are looking for? We’ve put together our top social media dos and don’ts to ensure that your business’s social media pages are ready for the eyes of your millennial market.

DO’S

Do have (and maintain) social media pages. Seems simple enough, but there are still many wedding professionals out there without a social media presence! When millennial couples are beginning their initial wedding vendor search, they will look to your social media pages for a first pass impression. These pages help them visually gauge the quality of services that your business can offer. Without that visual aid, not only do you run the risk of looking outdated, they may pass you by altogether. So if you are currently missing from the social media world, it’s time to sign up!

Do prioritize Facebook and Instagram. These are the two most popular platforms among millennial audiences. While there are many other platforms to choose from, millennials truly value your presence on these two. Aim to use these platforms as regularly as possible, post only your strongest content and engage with your audience frequently through the comments. If you do those three things on each platform, your brand awareness will see positive impact and millennials are sure to be impressed with what they see.

Do favor quality over quantity. While you might use another platform, like your website, to feature all of your content, you should be incredibly selective of what you post to Facebook and Instagram. Instagram in particular should be the “trophy case” for your best and most recent visual content. Many businesses make the mistake of trying to upload too regularly or post without a direction, that they often lose sight of the quality of the content they are posting. While you should aim to post frequently, if your content isn’t strong and visually pleasing, it’s not going to impress millennials. Additionally, over posting is just as unimpressive as posting lackluster content. We suggest posting no more than twice a day and no less than once a week to keep your followers and prospective clients hooked.

Do utilize Instagram stories. We weren’t kidding when we said to focus on Instagram! Instagram’s story feature is a great way to engage potential clients in a more casual way by sharing what you are doing on the job or behind-the-scenes. This feature also allows you to stay active without always spending the time required to curate the beautiful, consistent flow of visual content on your Instagram feed. Since Instagram stories are only viewable for 24 hours, you don’t have to worry as much about posting “perfect” content. Use stories as a way to build an emotional connection with your potential clients; millennial couples will love to see your genuine personality come through and learn more about you.

 

DON’TS

Don’t focus on YouTube, Twitter or Blogs. We can’t stress Facebook and Instagram enough. They are where you want to spend most of your time because they have the best payout and visibility. YouTube and Twitter are great social media sites, but connecting with potential clients on these platforms is not as easy. Twitter is best for communicating with other businesses, or for B2B communication, and YouTube probably won’t be needed unless you are a videographer or produce a ton of video content. Blogs can also be a great way to show off your personality and share more about your business, but producing blog content can also be a major time commitment. Unless you are prepared to dedicate a lot of time to writing frequent blog posts, blogs can be nixed, too, in favor of maintaining your social media presence.

Don’t show just the end shots. The majority of photos uploaded are of beautiful end products: the finished floral centerpieces, the intricately constructed updo or the frosted cake. End shots are great to see, but sometimes upload after upload of beautiful end shots leaves us wanting more. Think about it: how many end shots like this do you see when you scroll through your feed? They are the vast majority of all uploads.

People want to see some grit, too! For the same reason we mentioned Instagram stories, millennial couples want to see behind the scenes. Even though these action or behind the scenes shots aren’t typically “polished”, there is still a way to make them look visually appealing. If you are building a bouquet, take a photo of your table with your supplies, tools and loose florals. These shots might require some staging, but couples love these posts because it shows your expertise and dedication to your craft. More importantly, it shows the sheer amount of work that you put in to get the high quality product that they see in those end shots.

Don’t post on Instagram without a direction. Your content should be cohesive and your posts should all build to tell your brand story. Having a direction in mind when you post is integral to maximize your social impact. Think about your brand. Your social media, and especially Instagram, is a highly visual representation of your brand. If you post photos aimlessly, your Instagram’s overall feed is going to look scattered and send a confusing message to couples. Try uploading pictures with a similar color palette, similar lighting, or similar subjects and themes. Uploading photos that look similar, despite the “differing” content is going to help give your feed a cohesive, clean look. Planning ahead can also help you plan out the visual story you are telling; there are some great tools out there like Planoly that can help you plan your Instagram content and preview how it will look in your feed before you post.

Don’t post just text to Facebook. Every facebook post you make should have a piece of content attached to it. Plain text posts on Facebook used to be the norm for the platform, but not in 2018. If you have text to post, attach a photo with it. If you are posting a link, Facebook automatically attaches a thumbnail from the link to add more visuals, but if that thumbnail is plain or broken, attach another photo and remove the thumbnail. From attaching videos to gifs, Facebook posts should never be just plain text! Millennials are a visual generation and you should use every opportunity to showcase your work.

Creating beautiful, cohesive and on-brand social pages take time to build and maintain. Take comfort in knowing that phenomenal Instagram pages don’t just happen overnight! Don’t be afraid to test and try different types of content to see what works best for your business.   Mastering social media might have a bit of a learning curve, but if you keep these steps in mind, you’ll be sure to impress those millennial clients. Happy posting!

These tips originally appeared in WeddingWire’s Webinar “Marketing to Millennials” by Sonny Ganguly, WeddingWire’s Chief Marketing Officer. Premium Members can view the webinar recording in their accounts.

» Is Your Communication Cutting It With Millennials?

Photo by Justin Kunimoto Photography

Even though the average age of your target audience remains generally consistent over the years (engaged couples in their 20s and 30s), it’s important to remember that shifting generations come with shifting client expectations. Millennials have different habits and needs than those of the GenX generation — especially when it comes to communication. Is your communication approach with clients up-to-date? Review these best practices from WeddingWire’s Chief Marketing Officer Sonny Ganguly and get up to speed.

Communicate on social media

If you haven’t already, start setting up the ground work to communicate with your clients through your social media pages. Every major platform has a direct messaging service that makes it easy and convenient for clients to shoot you a message while they browse your page or feed. Messaging through these platforms is only going to become more popular, and may even become the norm for bookings. If you want to be a strong communicator in the digital age, you have to be prepared to check every digital platform that you are on frequently (at least once a day!) to see if messages from potential clients are coming in.

Being aware of incoming messages is one thing, but getting them in the first place is another. Letting clients know that you are able to chat through these mediums is crucial. A good indication that you can be contacted through social media is through frequent and consistent posting. If your last Instagram post was three weeks ago, a potential client probably won’t feel confident that you will reply in a timely manner. Post regularly to show that you have eyes on your platform(s) at all times.

Another great way to encourage messaging over social media is to be active in your posts through comments. Replying to comments and engaging with your followers is a great strategy to help boost a client’s confidence in communicating with you via social media.

Reply as quickly as possible

The majority of couples expect a vendor to reply within 24 hours. It may seem like a quick turnaround, but most bookings end up going to the vendor that replies first. Only 39% of professionals respond in 24 hours, which means there is some serious opportunity to improve and make a great impression on potential clients. If you want to maximize your bookings, not only should you be regularly active on social media, *hint hint*, but you should also be replying as soon as you can. Remember that we live in a world of instant gratification and your clients will expect quick replies.

Always request reviews (and respond!)

95% of couples use and trust reviews to book their wedding professionals. Because of that, you should always be requesting reviews from past couples. Most reviews get written 2-3 weeks post-wedding, so don’t get anxious if a couple has yet to write anything. Review timing also depends on what services you offer. If you are in a pre-wedding service, such as invitations, expect your reviews much earlier. If you are in the photography or videography business, expect your reviews 5-6 weeks after the wedding. Still no reviews after this timeframe? Reach out! It doesn’t hurt to contact a couple and ask them to provide a review.

Once you receive a review, respond to it! Replying to all reviews is a great way to to show not only the reviewer, but also potential clients reading those reviews, how much you care. Instead of a generic “Thank you!”, the best thing that you can do is write a personalized response with reinforcements on the services and skills you are capable of delivering. (Ex: “It was a joy working with you, Nora. The mini hydrangea bouquets we did for your party were some of my favorites yet!”) Perspective couples are sure to take notice of your personable replies and be able to see what you are capable of delivering. But be careful — if you reply to one review, you should to reply to every review.

When it comes to replying to a negative review, don’t pour fuel on a fire. Remember to be kind, do your best not to be defensive and apologize, even if you’re not at fault. These responses should be written with potential clients in mind.

Reciprocate channels

48% of couples report being frustrated when you don’t communicate on their preferred channel. If they direct message you through Instagram, direct message them back on Instagram. Unless they tell you to contact them through a different medium, you should reply in the same way they reached out. Remember: If a customer wanted to hear your voice, they would have called you instead of writing you an email. Once your communication and relationship has been established with a potential client and you determine that a different communication channel could lead to more productive next steps, feel free to suggest a phone call, in-person meeting, or another communication method. Just be prepared to be as flexible and accommodating as possible— your clients will appreciate it!

Communication can be frustrating, all the more so now that communication norms are ever-changing. Yet, setting up good, clear paths for communication by following our steps will allow for both you and your clients to breathe a sigh of relief. When you open up the correct channels to become a good communicator,

These tips originally appeared in WeddingWire’s Webinar “Marketing to Millennials” by Sonny Ganguly, WeddingWire’s Chief Marketing Officer. Premium Members can view the webinar recording in their accounts.

» How to Captivate the Fleeting Attention Span of Millennials

captivate millennials

Photo by Eileen K Photography

Did you know the average adult attention span is only eight seconds? That means you have just eight seconds to make an impression on a potential client, much like we only have eight seconds to convince you to read the rest of this post. In these eight seconds, it is crucial to make a compelling statement about your brand and show off the best of what you have to offer in order to inspire a potential client to stick around and learn more.

Millennials, or Generation X, have greatly contributed to the dwindling average of our attention spans, in large part because they are the ones who have fuelled the transition from partial screen time to constant screen time. 80% of currently engaged couples are millennials, and they are spending more money on weddings than ever before. On average, millennial couples are spending $31,000 on their weddings as opposed to Generation Y, who spent an average of $24,000. Additionally, millennials are hiring more vendors and having longer engagements, giving them more time to plan their nuptials.

In order to grab the attention of a potential client, whether it’s their first WeddingWire search or their first time coming across your business Instagram, it is imperative that things look great when they land on any one of your pages. We work in a visual industry, meaning that any content you post must [subtly] scream for attention. Here’s 6 tips from WeddingWire CMO Sonny Ganguly to help you do it:

Always be branding
Ultimately, you have to pull your audience in with your brand. Potential clients – aka millennials – won’t stick around if they aren’t compelled by something. WeddingWire’s Chief Marketing Officer, Sonny Ganguly, says that your brand is “more than a logo”. Every single aspect of your company, from your logo, to the design of your website, to a picture that you upload to Facebook, is a representation of your brand. If this content isn’t captivating, consistent, and representative of you as a brand, potential clients are going to move on. Remember: Your brand is one of the best ways to stand out from your competition, so be proud to convey your “why” at every turn.

Update, update, update!
Just like you would take your car in for an oil change or upgrade your mobile device when a new model comes out, you should constantly be working on your website to keep it running and relevant. Think about how often popular platforms and websites update their formats and interfaces, or even how frequently app icons change. If you aren’t making changes and tweaks to your website often enough, visitors are going to stop coming to your site if there is nothing new to see. Some first-timers will even leave without a chance of revisiting if they feel like your website looks outdated.

But how do you make time for this in your busy schedule? The more often you take the time to make small adjustments to your website here and there, the less time you will need to spend down the road completely bulldozing and rebuilding your website when everything becomes outdated. Your website should never be something placed on the backburner – instead, dedicate 30 minutes each week to revising your site.

Think mobile
Your website must be mobile-friendly. It should look almost exactly the same on your mobile as it does on your desktop. It should also function just like the desktop version, have the same information available, lead to the same (working) links and have everything displayed in a clean and visually appealing format. The majority of couples are wedding planning on their phones, and it would be a missed opportunity not to have your mobile site up to par.

Be upfront
Every single piece of information that you can provide about your business and services should be made easily accessible to potential clients. This is a controversial one, but millennials don’t like small talk. Thus, requiring them to reach out for general pieces of information about your services is not ideal. It’s also a drain on your time when you have to respond to questions that could be easily available on an FAQ page. Let them find the information that they need and then contact you when they are already hooked.

Speaking of being upfront, not providing pricing on your website(s) is a huge turn off for couples who are looking for vendors. Seeing “Please contact for pricing” on a website is a big frustration for couples. This is because price, followed by reviews, is the number one thing couples are looking for when searching for vendors. By not listing your pricing, you are potentially losing sales instead of gaining them.

Reduce fields
Plain and simple: the less information that potential clients are required to provide on an inquiry form, the more inquiries you will get. By reducing the fields, you can see a +47% increase in the number of inquiries received. Reducing fields also helps you keep your mobile audience engaged. If you have more than three inquiry fields, consider rethinking the essential information you need at first contact versus the information you want.

Go the extra mile
When you get a new booking and client, focus on going above and beyond from day one.  Going the extra mile for your clients is what will make them remember you, especially post-wedding. If you do something special for your clients, not only will you get glowing reviews and a confidence boost, but you can bet on a couple of referrals, too! Yes, it takes a bit of time, effort and energy, but the payoff and reward can make all the difference for your business.

Get ready for Generation Z
They are coming and they will be here sooner than you think! Millennials were slowly introduced to groundbreaking technologies and dependency on tech, but Generation Z grew up with it. While Generation X prefers this newer tech-heavy lifestyle, they are still relatively familiar with the “traditional” (read: outdated) aspects of business. Gen Z won’t be.

To be prepared for tackling Generation Z, who will be having their own weddings soon enough (the oldest GenZers are currently 18), you have to master your millennial audience first. Be aware of trends and incorporate them into your brand and platforms to help you stay connected to your “younger” audiences. If you treat the millennial audience as a very serious “practice round” as you update aspects of your business, you will have an easier time adapting to fit the demands of Gen Z. when they come along.

Since millennials are making up the bulk of the current wedding market — and time is of the essence here — make sure you keep these 6 crucial tips in mind to help you hook, line, and sink as many new millennial couples as possible before their attention goes elsewhere.

These tips originally appeared in WeddingWire’s Webinar “Marketing to Millennials” by Sonny Ganguly, WeddingWire’s Chief Marketing Officer. Premium Members can view the webinar recording in their accounts.

» WeddingWire Networking Night Austin

This week, local wedding professionals gathered at Peached Social House for WeddingWire Networking Night Austin!

At the Networking Night, wedding professionals had the opportunity to enjoy a stylish event space while networking over light fare from Peached Tortilla’s food truck right outside! Guests met other local vendors across all service categories as well as members of the WeddingWire team. Plus, they learned local-industry statistics and insights on working with millennial couples in the wedding industry, presented by WeddingWire’s Regional Manager of Customer Success, Katey McBurney!

Thank you to all the wonderful pros who joined us! We’re excited to share highlights from the event including the educational presentation, our latest issue of WedInsights, and photos from the lovely evening below. For additional photos from the evening, check out our gallery!

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

Finally, we’re excited to announce the winner of our WeddingWire Prize Pack give away – congrats to Tom of Hacienda del Lago Wedding and Event Center!



» 3 Key Ways Millennial Couples are Different from Past Generations

millennial couples

Photo by Anna Simonak Photography

Millennials (also known as Gen Y), whose current age ranges from 16-34, account for roughly 25% of today’s US population – making them the largest living generation. As of 2017, U.S. Millennials are estimated to spend roughly $200 billion annually, make up 75% of the workplace and comprise the majority of the consumer market within the next 10 years.

Why does this matter for your business? The Millennial generation is at the age where major life events are taking place, like graduating, buying a house, and getting married. In fact, more than 80% of WeddingWire couples are Millennials! Knowing where they are in their life stages is key for understanding how to communicate with this important group.

Millennials are willing to spend more to personalize their weddings

Over the past 10 years we’ve continued to see overall guest count decrease, regardless of age, whereas the total spend per guest is on the rise. Couples are willing to spend extra on each guest in order to really personalize their big day and make it memorable and unique. On average, millennials spend $31,000 on their wedding, whereas GenXers spend $24,000 on fewer guests. A few other points of differentiation between Millennials and their older counterparts:

  • Engagement Length: 13 months for Millennials, 11 months for GenX
  • Number in Wedding Party: 10 for Millennials, 7 for GenX
  • Number of Vendors Hired: 11 for Millennials, 9 for GenX

87% of Millennials report having their smartphones on them at all times

Millennials are the “mobile generation” — everything they do or want to do can be done on-the-go, so a non-existent or poor mobile website can be an instant deal breaker for this group! Make mobile a priority by doing a full sweep of your online properties from your mobile website to your emails, and make sure the content is easily digestible (and layout is responsive) on smartphones and tablet devices.

Nearly all (89%) of Millennials report using social media

Millennials spend about 5 ½ hours on social media daily, most of the time via mobile devices, so it’s important for your business to have an active presence online. Make sure to post interesting, relevant content that will grab their attention. Keep your content visual and whimsical by incorporating useful videos, tips or advice! Use hashtags to focus on key topics and don’t forget to interact with followers, prospective clients and other industry professionals.

Remember: Just because we’re focusing on Millennials, these tips and tricks are relevant for ALL of your customers. Thinking about age and generation is one helpful way to think about where you customers are in their life stage and how can you best serve and meet their needs!

» WeddingWire Networking Night Baltimore

This week, local wedding professionals gathered at The Grand Baltimore for WeddingWire Networking Night Baltimore!

At the Networking Night, wedding professionals had the opportunity to enjoy an art deco event space while networking over light fare. Guests met other local vendors across all service categories as well as members of the WeddingWire team. Plus, they learned local-industry statistics and insights on working with millennial couples in the wedding industry, presented by WeddingWire’s Regional Manager of Customer Success, Megan Hayes!

Thank you to all the wonderful pros who joined us! We’re excited to share highlights from the event including the educational presentation, our latest issue of WedInsights, and photos from the lovely evening below. For additional photos from the night, check out our gallery!

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

Finally, we’re excited to announce the winner of our WeddingWire Prize Pack give away – congrats to Alison of Alison Harper & Company, LLC!


» Millennials: They’re Not All the Same

millennials

 

 

 

I was recently preparing for a new presentation, and among the other interesting information I found, there were several references to articles about millennials. One of them struck a familiar chord, which was that there’s a tendency to generalize about millennials. Whether it’s their communication skills, their shopping style or their work ethic, millennials are the focus of a lot of bashing, for lack of a better word.

There are two, really good reasons why we shouldn’t be bashing millennials: 1) stereotyping an entire generation is short-sighted and prejudicial, and 2) they’re our customers and employees. Saying that all millennials are one thing, or another, is like saying that Gen-X are all the same, or all Baby Boomers are the same. It just isn’t true. Are millennials different than Gen-X or Baby Boomers? Yes, of course, in the same way that Gen-Xers are different than their parents and grandparents. Each generation grows up a product of its environment, media, technology and more.

Digital Immigrants vs. Digital Natives

I’ve said this before, but I’m a digital immigrant. I started selling wedding advertising “B.I.” – before the internet. No, I’m not a dinosaur, or tech averse. Just the opposite. I love technology, and use it throughout my business (says the guy wearing an Apple Watch, listening to music on my iPhone 7 Plus, and writing this on a new MacBook Pro). Technology doesn’t make me sell better, but it does allow me to connect with my audience in a way that wasn’t available when I started. That doesn’t make it better or worse. It just is, what it is. Things are always evolving, are you?

I know lots of millennials who are ambitious, entrepreneurial and have great attitudes. I also know lots of Gen-Xers, and Baby Boomers, who constantly complain about how lazy millennials are and how much easier it was, back in the good old days (whenever that was). The disconnect comes when we pre-judge a prospect (hence the word prejudice). Each customer is entitled to fair treatment. If we assume they’re going to judge us, only on price, we’ll likely do and say things that will attract that kind of behavior. For instance, not putting price on your website, at all, will encourage them to either ask about price, or leave without giving you a chance.

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» The 6 “T’s” of Client Communication

Client communication in the modern market can be very confusing. Technology has transformed everything about the way we communicate, so it’s important to be familiar with the best communication practices. Check out this infographic featuring 6 simple tips to connect more effectively and get more replies from engaged couples from WeddingWire Education Guru Alan Berg.

For more tips on client communication, check out this webinar for Premium members with WeddingWire Education Guru Alan Berg.

Client communication tips infographic

» Tips to Connect with Millennial Couples

The vast majority of today’s engaged couples are Millennials, and have specific ways they like to communicate, interact and work with wedding pros. Knowing how to connect with these Millennial couples is important to your business!

To help you stay up-to-date with this tech savvy and social generation, this month’s webinar for Premium members gave an inside look into their demographic, and shared ways they like to connect and how you can better reach them.

Review this helpful infographic to learn about Millennials, and gain insights that can help you succeed in booking more clients and better understanding your current couples.

Tips to Connect with Millennial Couples