Yes, median income figures are constantly on the rise, and yes, the overhead costs of running a wedding planning business are steadily low, but let’s not make it all about the money. Apart from exceptional organizational skills and a savvy venturing mind, this high-in-demand and overwhelmingly stressful career requires a special touch too.
If you are one of those people who are endowed with a keen eye and patient hands – both characteristics of a great wedding planner – but cannot seem to master the business part of the job, this post is for you. You already have an irresistible portfolio, but here you’ll learn how to put it on the map.
1. Visit Wedding Fairs for Networking
Even though somewhat traditional, networking is still just as effective of a marketing strategy as it was in the pre-digital age, at least when this niche is in question.
Both wedding service providers and their clients are still big on wedding fairs, since they are the only occasion in which the entire glitz and glam of such an event can be experienced first-hand. Soon-to-be-newlyweds love them because they allow a glimpse of how special their special day can really be.
For an event planner, wedding fairs are the best opportunity to showcase their work, but not only that. They are perfect for getting in touch with potential clients, hotels, caterers and a number of other professionals working in this niche. The people who’ve met you and loved the services you offer will certainly be interested in doing business with you, or referring you to somebody else in the future.
2. Bridal Magazine Ads
It’s true that Pinterest has become an endless source of inspiration, but this popular social network hasn’t replaced wedding planning magazines yet. There’s something about buying your first Bridal Guide that makes the entire engagement official, which is why as long as there are ladies dreaming about wearing a princess gown, these glossy paper pages will be there too.
Understanding their potential and reach, successful wedding planners still use them for advertising their services. And the results are more than great! Especially because bridal magazines are usually the first contact a soon-to-be-married gal has with the planning process, they offer plenty of opportunities for quick conversions. Make your ad irresistible to look at, and they will dial your number.
3. Social Media Portfolio
You cannot print an entire portfolio in a bridal magazine, just as you cannot rely on booklets and pamphlets. Though they are not completely outdated as an offline marketing strategy, picture-oriented social media like Pinterest and Instagram offer a much better platform for displaying what you’ve done so far. If compelling, they lead clients directly to your website, and further on, to the contact page.
Social media marketing is a big topic, but it is certainly the one you should explore. If your company offers a whole package with wedding design included, what you won’t be able to avoid is hiring a professional photographer and a wedding photo editing company.
Be sure to follow the latest wedding photography trends at SmartPhotoeditors and tap into slow motion photo booths, drones and selfie sticks. Ask your past clients to give you the rights to use their wedding album and include it in your portfolio. Whatever the case, the pictures you post will have to be true eye-candy.
4. Content Marketing
If you’re looking to promote your business in the online universe – as many of your fellow wedding planners now do – you’ll need to cover multiple channels. Pretty pictures on Pinterest and Instagram won’t be enough to rank your website higher on search engines, for which content marketing is arguably the best possible option.
Include a blog to your website! In case the time isn’t on your side, outsource writing to freelancers. The content you provide will have to be niche-related, unique, helpful and interesting to read. Write about what you’ve learned from your own experience and delight your website visitors with actionable tips on how to plan, organize and throw a memorable wedding party.
5. Join Forces and Cross-Promote
The wedding industry is a big one, so why not partner up with some of the professionals whose businesses need promotion too? If vendors, florists, reception halls, caterers and DJs are a part of your network, review what they do and send them a proposal via email.
Not only can you recommend each other to your client bases, but you can also join different expertise, skills and experiences, providing a cross-promotional offer that looks truly remarkable. You can present your work at wedding fairs or on social media together, do a joint advertising campaign, and interlink your websites. Plus, this strategy allows you to split marketing costs.
Whichever marketing tactic you choose, remember to stay creative. Focus on places where your target audience is, in the offline and online environment alike, and find a way to engage them. It’s not so hard, really – just give them something valuable that they won’t be able to resist.
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