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Guest post by Valerie Pritt of Engaged Wedding Planner Academy
This one, small, confusing, income-generating, money-wasting word is one of the most complex algorithms you’ll ever try to figure out.
Because there’s no cookie-cutter system for it; there’s no “what works for her will work for me” guarantee. It’s a journey that’s completely unpredictable and based on 100 different variables. But it is a must.
You must market your business to be seen. If you don’t, you will lose the game, for sure. Doing it blindly, however, is never the answer. You must have a strategy to make it worth every cent you spend.
Analyze Your Traffic
Before you create any sort of strategy, you need to take a moment to analyze where your traffic is coming from. Hopefully, you have Google Analytics attached to your website. Google Analytics will tell you where your referral traffic is coming from.
You need to make sure that the report aligns with who your ideal client is. For example, if your ideal client is on Instagram and you see that most of your referral traffic is coming from Facebook, there is a disconnect.
Either you need to adjust your ideal client or adjust your posting efforts. Review your top blog posts and top social media posts. Ask yourself why these posts resonate with your audience. Having this information is like having a marketing weapon.
Your Marketing Plan
Now it’s time to make a plan!
What is your marketing objective? As a wedding planner, your overall goal is probably to get in front of engaged couples. The goal isn’t necessarily as specific as booking them; not all clients who call you up will be a good match for you, but the more volume you get, the more likely your chances of filling up your year with the right type of clientele.
Marketing is not all about the hard sell all the time. It’s about building trust and giving value. The best example of this is how you can’t ask a first date to get married. If this happened, wouldn’t you be a little creeped out and politely tell him you need to go wash your hair?
So if you were going on a marketing date with a potential client, what would you want to convey without sounding sketchy? Just like when it comes to finding a partner, we are looking for someone with similar interests, values, and goals as us.
Make sure that’s coming through in your marketing plan. Think about your “niche” when creating your goals. Are you trying to get them to click on your website? Fill out your contact form? Provide an email address? Know what call to action you want them to take to make the most of your marketing efforts.
Where to Market Your Wedding Planning Business
99 problems but where to market isn’t one. You can market yourself on WeddingWire/The Knot, Facebook, Instagram, Pinterest, Yelp, email, and wedding blogs. The options are endless.
Please be informed of best practices when using these marketing platforms, though. Paying money to boost a post is not going to get you a good ROI. Why? When you boost a post, it’s not targeted. If you are a Pensacola wedding planner, you want to market to Pensacola brides. This means you need to target accordingly.
I highly recommend taking a course on how to create an ad using Facebook and Pinterest. Don’t waste your money without fully understanding the tools. I will also recommend that you don’t outsource your advertising unless you fully understand how to do it. Otherwise, you won’t know how to gauge the ROI. You also won’t know how to adjust it if a campaign is not working for you.
Create Your Content
Content is king! I’m sure you’ve heard this about a million times already, but even so, you can’t negate the simple fact that it is true. Content IS king.
If you’re not planning a wedding, you’re going to be creating content for your business. Start getting excited about this idea. You may not love to write, be on video, or take pictures, but this is how you’re going to build your business.
Accept it. Love it. Share it. It’s best if you just accept that wholeheartedly right now. Marketing is all about getting your message across, and to do that, you need to create content.
Spread Your Message
The core of where you spread your message should start with your blog. If I can impress upon you one thing, it’s this: you need to start a blog. We are often quick to pay a third party, thinking they have the magic fairy dust that will deliver brides in droves with very little effort. I urge you to first think about what you can do for your business that has sustaining power. Blog and working your SEO.
Giving your trust to third-party companies like WeddingWire, Facebook, or Pinterest puts you at the mercy of their company. What happens if one decides to sell? Could this affect your marketing strategy? It recently happened with Style Me Pretty. All those backlinks and profiles were almost gone forever.
Invest in what you own—your domain name, your website, your blog—first. Cultivate your blog and use the other platforms as a way to gain traction to your site. Know what makes each platform unique.
For example, Pinterest is a search engine brides use to look for ideas. Instagram is all about pretty pictures. Facebook is where the majority of people are. Make sure you are spreading your message in the appropriate way. Always make sure your message is on point with your brand and targets your ideal client.
Don’t be afraid to outsource tasks if you need to. There’s a lot to keep up with, and I know from personal experience it can easily get overwhelming. However, as I always recommend, try out whatever you’re thinking of outsourcing first.
Try to blog consistently once a week for a month. Same thing for Facebook and Instagram—post regularly. Try scheduling out posts—or batching—with apps like Later. If you just can’t find the time or you’re not getting engagement, then go ahead and outsource.
Be mindful, though, that whoever you go with has the same voice/tone as you. Be sure to read their content and make sure it sounds similar to your own business tone. Make sure they understand who your ideal client is and the marketing goals you’re trying to achieve. Go ahead and download this Free Outsourcing Blog Sheet.
Valerie Pritt is a mom, wife, biz owner and wedding planner. She is the dedicated educator behind the Engaged Wedding Planner Academy. She seeks to inspire, empower, and encourage inexperienced wedding planners to take action.
I’m Kristie Lorette McCauley. I have a word addiction and I’m not afraid to use it (or admit it).
In my past life, I was a certified wedding planner. In my current life, I am the wedding planner content + copy writer.
I use my writing + wedding planning experience to turn your thoughts into words that land you DREAM brides + grooms + book your calendar solid.