The beginning of the year not only signals an influx of newly engaged couples, it also serves as a psychological switch for many 2015 and 2016 upcoming wedding couples to resume the planning process after a post Thanksgiving through Christmas hiatus.
It’s also an opportunity to think about what you’re going to do differently. Here are some insights from my fellow guru and business associate, Brian Lawrence. Brian’s walked more than a mile in your shoes in his many years as a wedding center owner with multiple locations, then serving thousands of wedding business through his position as VP of a national wholesale invitation brand, and then as owner of wedding business focused web design and marketing firm.
Brian has taken things I have spoken about before and put his own spin on them for you:
- Make your website fantastic: There are 3 main impressions you can make on brides or grooms visiting your website.a) Your site can have the images and the content that’s expected of a wedding business and perhaps you’ll be brought into consideration by some of the visitors to your site.
b) Your site is outdated, has too much or too little content, weak imagery and poor navigation. And whether a visitor came to you from WeddingWire or any other advertising platform, or from a referral, you’re likely to lose that customer before you even got started.
c) Your site is brimming with alluring imagery, content that speaks to the bride and groom, prominent access to authentic testimonials and reviews, navigation that acts as the best virtual receptionist and calls to action that inspire them to call or email you wanting to find out more, or even make an appointment.
What would the third possibility mean to the future of your business? To have customers that are so enamored and impressed by your site, they come to you with an intention to buy. Instead of losing the vast majority of your visitors, most are interested and make an appointment. Other people in the industry that see your site trust your talent and reputation, and would have no hesitation recommending you. And lastly think about all the money you’re investing in advertising. You’ll make the investment in every platform work better for you.
- Be proactive about generating reviews: One of the most gratifying validations a wedding professional can receive is a positive review. However, it does more than make you feel good, it can directly increase your business and, if you are strategic about cultivating reviews on a number of platforms, it can make a tremendous impact on your business. Here’s why:a) When the profile of your company is viewed at the same time as your competitors, the quantity, recency and the quality of reviews is a big determinant as to who they’ll contact. Whether you’re prominently placed when people search for you on Google Maps or pay to have premium listings on WeddingWire or The Knot, studies will confirm that having a wealth of reviews will both gain you more inquiries and more upfront interest from those inquiries. A WeddingWire study showed that 72% of engaged couples trust online reviews as much as personal recommendations.
b) Follow your clients. Spread the wealth and encourage your clients to review you on the platforms they used for their planning, as well as via email, phone call and in person. It’s sometimes better to have 20 reviews on each of four platforms than 80 reviews on just one platform. Just make sure you have recent reviews on each platform so they don’t get stale.
c) Search engines count reviews as social signals that be factored in when ranking you higher and above your competition. - Make Time To Network:One marketing strategy that will never become outdated is effective networking. For most wedding business owners networking is more of an occasional itch that needs to be scratched. Attend networking events, exchange business cards, comment on Facebook and LinkedIn groups and see what happens.Proactive networking can bear more fruit than any other type of marketing. The purchase cycle of the bride and groom is finite. They will purchase the core products and services; it’s just a matter of from whom and when. Forge relationships with businesses that are on an earlier rung on the planning ladder, keep in constant communication with them, acknowledge and reward them for the referrals, and refer them when you can. These can all result in a perennial business funnel for you.Think about what it means to have a customer referred to you by a vendor who has already earned their trust. The nucleus of the referral process often rests at the venue. Most vendors will think of approaching them for referrals. However, the engagement ring comes first, so why not approach the jeweler. Why shouldn’t a florist approach a photographer or a limousine company approach a bridal shop?
On a final note we know DJ’s, Photographers, and others, who do lots of business based upon a mutual understanding with competitors whom they recommend when they’re booked. You know the old saying “Keep your friends close, and your enemies closer”. How about making friends with your competitors instead?
Keeping resolutions like these will make a profound different in your business life. We wish a great 2015.