The last couple of years have been turbulent for businesses in every industry, and the wedding industry is no exception. Wedding celebrations were down-sized, postponed, or flat-out cancelled in 2020, and 2021 has been a year of playing catch up. Although we are still feeling the residual effects of the pandemic, there is reason to be hopeful and look towards the light at the end of the proverbial tunnel. With the new year around the corner, there is a collective reflection of where we’ve been and planning/visualizing for where we want to go in the future. Here, I’ve shared some actionable tips that you can use to grow your wedding business in 2022.
Most of what you’ll read are things that you may already be doing – social media marketing, networking, paid advertising, but these tips will help you enhance your strategy so that you get the best outcome for your efforts.
Establish a Presence on Highly Visual Social Media Platforms
Social media marketing is a given for any business, and it’s essential to make sure you are promoting yourself on the right platforms. The wedding industry is highly visual. Brides want to picture their wedding dress, the venue decorations, and even the tablescapes that will adorn the room where their closest friends and family will gather to celebrate the biggest day of their lives. Focus your social media marketing efforts on platforms that enable you to visually represent your brand like Instagram, Pinterest, and even TikTok.
Invest in Paid Advertising
When you have a limited budget for advertising, you want to make sure that your hard-earned dollars are spent where you will see the greatest return. That said, your paid advertisements should be focused on driving traffic to your website and converting visitors to clients with booked appointments. Both Google and social media ads are great for this purpose, but prioritize showing up in a Google search over showing up in someone’s Instagram feed.
Connect with People at In-Person Events
In an industry as client-focused as weddings, it’s important to establish rapport with people. If they enjoy working with you, they’ll send more and more people your way. You want to be the business that comes to mind when the word “wedding” is mentioned. One way to do this is by making sure that your business is represented at in-person events, like the Rocky Mountain Bridal Expo.
Increase Awareness Around Your Brand
You are not just in the business of planning weddings, you are in the business of bringing dreams to life for couples who are preparing to start their life together. Make sure that you are creating a memorable experience for your clients, not just providing a service. How you make a couple feel on their special day will stay with them forever, and they’ll remember that feeling any time someone they know is planning a wedding of their own and send them your way. That is the most powerful kind of brand awareness there is.
Go Back to Grassroots
There are some instances in which a financial investment in your digital marketing strategy is necessary, but you shouldn’t underestimate the power of grassroots tactics. Things like partnering with local vendors to promote each other’s services, setting up a referral program, or offering bonus packages to couples who book with you (think matching Mr. & Mrs. tumblrs and photography discount certificates) are all effective strategies that won’t cost you a thing.
About Hackett Brand Consulting
At the core of Hackett Brand Co. is a strong desire to be a force for good. Purpose is built into everything we do, and we aim to work with like-minded companies who are also mission-driven. For us, that means finding people who want to do good things in the world and creating a marketing strategy that will grow their business and help them make the greatest impact.
Only you know the purpose behind what you do day in and day out, but if you’re ready to expand your business, we can help! Connect with us and we’ll combine our marketing expertise with your brand purpose to grow your business.
Photo Credit
Photographer: Hailey Pierce
MUA: Jennifer Velez of Abstract Beauty
Hair: Brooke Mae Salon
Production + Design: Sarah Gregor of The Planning Co. + Felicia Anzaldúa of The Colorado Wedding Magazine
Florals: Sarah Gregor of The Planning Co.
Dresses: Amanda’s Bridal + Tux
Venue: Almagre
Rentals: Max + Livie + Event Rents
Dessert: BonBon Bombardier
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