When was the last time you looked at the gallery of work you share on your website and social media? I mean really, really looked at it?
When I had my wedding planning company, I had a bride who liked the style of a vendor’s work but had some concerns as none of this vendors work showed curvy women.
If I break it down to the most basic level, it looks like this. If all of the work you feature on your wedding business website is of basic, DIY looking weddings; you are very likely to continue to attract reasonably basic, DIY weddings. The price point you can charge will typically remain reasonably low as well.
The reason being is that higher-end clients, clients who may have booked venues with higher package prices will not see the wedding they envision reflected in your portfolio.
As your business begins to grow focus on showcasing work that is more décor and detail intensive, more opulent linens, more ornate wedding cakes and be sure to mix them up. 2018 might be the year of the purple wedding; however showcasing different color palettes create broader interest as well.
Now that I have been PC for as long as I can stand.
The vendor I had mentioned was someone I had worked with many times but never really looked at the body of work on their site. I was astonished to see that all of their galleries showed size 00, blond, petite, white women… so I called him on it.
Does your portfolio show African American couples, South Asian couples, Latino couples, Jewish couples?
Is your language inclusive to make same-sex couples feel comfortable? I’ve found that unless I am talking about a specific wedding with a bride and groom, I refrain from using terms like the bridal party or bridal suite. Instead, I opt for gender inclusive terms such as the wedding party and a ready room.
If my husband and I were looking for vendors for our wedding and saw no same-sex couples and the entire site referred to bride and groom; we would have probably moved on. Much the same way my African American, curvy bride saw no one that looked like her on the vendor’s website.
The bottom line is that diversifying the weddings you showcase will help you attract additional clients from varying orientations, ethnic and religious backgrounds.
So at the end of the day attracting more business is the primary business goal for most people I know.
Good blogging has two distinct parts… Good content and search ability.
Good content is anything that your prospective clients, fellow wedding and event professionals and the press might find interesting. It can range from Real Weddings and Events, to helpful tips on whatever service you might provide, talking about trends in your area of expertise to “Top 10” lists that readers might find helpful.
What engages the clients in your target market? Are your wedding couples looking for a unique experience or a fun interesting location?
A few weeks ago, I spent the day at our local zoo – while this might not seem like anything that applies to a guy who is a ghost writer for wedding and event professionals; you’d be 1000% wrong.
The zoo has some fun, interesting options for something like a rehearsal dinner; imagine your family and friends enjoying dinner in a space overlooking a lawn filled with giraffe, zebra and elephants. How about bringing two families together with a scavenger hunt after dinner?
The zoo was decorated for Christmas and filled with beautiful Christmas trees; each area had a business as a sponsor. Some were small businesses and others large corporations; some were adorned with pretty decorations and others included amazing branding for their business.
Imagine blogging about your company being part of a charitable event or fundraiser and connecting with prospective clients with similar interests.
The second part of a good blog is search ability; does the blog post include words that people are searching for?
Being able to tell the same story about the Tampa Lowry Park Zoo helps you get catalogued in search engines when anyone is searching those terms; whether it is for leisure, or planning a wedding or event. Think of the plusses if you already do weddings and events there, or want to get on their radar. Including words like Tampa Bay Wedding (insert profession – planning, photography, floral design, film making, etc.) all help to get your business found on the internet.
Blogging about your team donating decorations to support the Tampa Lowry Park Zoo along with Tampa International Airport, Panera Bread, Aloft Hotel Tampa links your business to things in your region people are searching for regardless of the reason.
Knowing how to weave a story about you and your company that is interesting, engages prospective clients and has terms that people are searching for will increase your visibility with clients and on the internet.
a regularly updated website or web page, typically run by an individual or small group, that is written in an informal or conversational style.
add new material to or regularly update a blog.
“it’s over a week since I last blogged”
It’s that simple…. regularly updated website or webpage. Consistency is the key, blogging on a regular basis keeps people coming back to see what else you have to say.
The sentence used in the example “it’s over a week since I last blogged” is HUGE; if you only talked to your best friend every couple weeks, or worse once a year… would they take much interest in you?
Conversational and informal is the next piece; people want to feel like you are talking to them, you’re telling them a story directly relating to them.
Do you have prospective clients coming to you, talking to you like they know you, know all about your business and believe in your reputation? Have they read recent recommendations from previous clients and wedding professionals you work with?
Part of blogging is Search Engine Optimization; using the correct words, links and tags to drive traffic toward your website / blog so you can be found in search engines. But also using content that brands you as the expert in your field, that educates your prospective clients and attracts the press; and opens up a conversation so people want to engage with you and find out more.