🎵 13 Marketing Tips To Increase Wedding Business Revenue
Maximize Your Wedding Business Potential with Proven Strategies for Attracting Clients, Boosting Referrals, and Building a Strong Brand
Many of my readers are wedding business owners. So I thought I would take a break from the playlists for a week to offer some insights into growing a business with some of my marketing insights learned through the years.
Let me be frank. Owning a business is hard. Making money is even more difficult. Marketing your business is a must if you want to succeed in the long term.
I don’t expect you to be awesome at everything on the list below. Use it as inspiration and be awesome at a few that will drive the biggest returns.
What does marketing a wedding business effectively involve? Reaching couples who are actively planning their weddings? Making connections to get referrals?
Either way, you'll need to focus on both online and offline strategies, using a combination of platforms and approaches to get the word out. Here are some top ways to market your wedding business:
Word of Mouth
Free, challenge yourself to be creative
I am putting this one first because word of mouth could be your single biggest source of new business. If people are talking about you positively, potential customers will seek you out. To do so you must have something that stands out or is unique to your area - that could be as simple as exceeding clients’ expectations.
How to encourage positive word-of-mouth more intentionally? Offering personalized thank-you notes, small gifts, or even creating a memorable "wow" moment for clients can leave a lasting impression that encourages them to share their experience with others.
Wedding-Specific Platforms
Expensive, could drive leads with an ROI
These platforms are specifically designed for people planning weddings, so they’re prime places to find potential clients:
The Knot: One of the biggest wedding planning websites where couples search for vendors by category. Creating a profile and showcasing reviews and pictures can drive leads. I have heard positive and negative. It depends on the market and whether or not you can get a return on investment.
WeddingWire: Another popular site where engaged couples can find wedding vendors. Similar to The Knot, it offers review-based trust-building and lead generation. Just like The Knot, I have heard positive and negative. It depends on the market and whether or not you can get a return on investment.
(note: The Knot and WeddingWire are under the same company umbrella.)
Zola: Zola’s vendor directory lets you advertise your services to a highly engaged audience of couples in the planning phase. I have been hearing a buzz lately about Zola and it’s worth at least checking out.
Seek out other wedding planning platforms such as PartySlate, Joy, etc.
Area-specific platforms such as blogs and magazines.
If not in the USA, know your country-specific platforms like Abia, Hitched, etc.
2. Social Media Marketing
Free, very time-consuming but could be delegated to an assistant or company
Social media is key to reaching engaged couples and promoting your work visually. You can create and showcase your personality, and work through the following platforms:
Instagram: A visual platform perfect for showcasing your skills and event highlights (videos, photos, stories, and reels). You can also partner with local wedding professionals for shoutouts.
TikTok: Couples are often on TikTok for wedding inspiration, so creating short videos showcasing the fun, high-energy, and romantic moments of your events could go viral and attract a younger audience.
Pinterest: Although typically used for wedding planning inspiration, you can create boards that highlight your work, and wedding tips, driving traffic to your website. I recommend using area-specific topics to target local clients.
Facebook: Are couples in your area of marrying age using Facebook? If so, hop on board. If not, at least post once a month to prove you are still actively doing business for parents of couples or couples getting married later in life. However, take a look at Facebook groups for engaged couples in your area! One of my favorites nationally is hosted by Completely Bridal.
X/Twitter - Don’t waste your time.
3. Google and SEO
IYKYK, Don’t leave this out as it brings in “free” business 24/7
Google Business Profile: Setting up a Google Business Profile (GBP) will improve your local SEO, help you appear in local search results, and allow customers to leave reviews. A strong GMB profile is essential for local marketing.
Need help? Reach out to Brian Lawrence.
Search Engine Optimization (SEO): Optimize your website for targeted keywords for your local area [your city]. This will help people find your business when they search for your wedding-related products/services online.
4. Wedding Shows and Expos
Price depends on the show but success is determined by ROI. Networking is free and should be ongoing every day.
Local Bridal Shows and Expos: Set up a booth at wedding expos, bridal fairs, or other wedding events. You’ll meet couples face-to-face and can provide demos, and special offers, or just interact and answer questions. Have samples of your work to make your booth stand out.
Vendor Networking: Collaborate with other wedding vendors like photographers, florists, or venues. Many couples ask vendors for recommendations, and referrals are often a great source of business. Cross-promotion can work wonders.
5. Networking with Wedding Professionals
Free (unless you meet up at a place of food/drinks)
Wedding Planners: Wedding planners are often the ones who book vendors for their clients. Build relationships with planners by offering them incentives or discounts for referring you. A trusted planner’s endorsement can be a big selling point.
Venues: Partner with wedding venues, which can refer you to couples who book their space. Many venues also have a preferred vendor list where they recommend pros. Make sure your business is on these lists, or build partnerships with them.
One of the first vendors booked is the venue!
Videography and Photography Businesses: These vendors are often highly involved in the wedding day and can offer valuable referrals. Building strong relationships with them increases the chance that they’ll recommend your services.
Also, have close relationships with photographers and videographers for in-action shots to promote your experience and expertise on your website and social media accounts.
Industry Associations: Make connections through local organizations such as WIPA, NACE, ADJA, and even the Chamber of Commerce. Whatever works best for your industry to connect with the decision-makers.
6. Online Reviews and Testimonials
Free, you just need your email/text and a phone
Google, WeddingWire, The Knot, and Facebook Reviews: Encourage happy clients to leave positive reviews, as social proof is essential for attracting future couples. Highlight testimonials on your website and social media to show off your reputation.
Video Testimonials: Videos from past clients talking about their experience with you can be incredibly powerful. Consider gathering video testimonials from your most enthusiastic clients and showcasing them on your website and socials.
7. Local Directories & Sponsorships
Expensive
Local Event Listings: In addition to wedding-specific websites, many cities or communities have local online event directories. Get listed as a wedding vendor in those areas. Other events to consider offering your product/service include non-profit and charity events.
Sponsorships: Sponsor events like a local marathon, little league team or softball team. Not only will you get signage at the event, you may also get a valuable local link to your website.
You can also offer giveaways to build your local network and visibility.
8. Email Marketing
Monthly fee, typical platforms include Convertkit, Mailchimp, and Drip.
Engagement Email Series: Once a couple contacts you, create an email series to nurture the relationship. Include helpful wedding planning tips, and highlight your expertise and unique selling points.
Newsletters: Send out regular newsletters (at least once a month) with wedding tips, offers, and photos of recent events. Keep your audience engaged, even if they’re not ready to book immediately.
I would also suggest creating an email sequence after they are married. Besides sending anniversary announcements, send exciting places to see and things to do for a weekend getaway or a staycation.
9. Referral Program
Minimal cost
Incentivize Referrals: Offer existing clients, friends, or other vendors a referral fee or discount for bringing you new business. Word-of-mouth marketing can be a game-changer for wedding services.
Some ideas could include offering a discount for future services or a gift card to a local business. You could also recommend giving a personalized thank-you note or gift when someone refers a new client to show appreciation.
You must have systems in place that track who’s referring clients to make sure they get credit for their recommendations.
10. Paid Social Media Ads
You set your budget but allow time for the platforms to learn what works best. You can outsource too.
Facebook and Instagram Ads: These platforms allow you to hyper-target your ideal clients based on age, location, interests, and most importantly - how long they have been engaged. Use beautiful photos or videos, and test different creatives to see what resonates with your target audience.
You must set a clear budget, test multiple ad creatives, and closely monitor the effectiveness of your campaigns (e.g., cost per lead, conversion rate, etc.).
Google Ads: Invest in Google Ads to show up when couples search for your wedding product or service in your area. You can target specific keywords like “wedding DJ [your city]” or “best wedding planner”. This should target immediate buyers!
You can also create remarketing ads that target people who have already visited your website or engaged with your social media pages. These can be highly effective for couples who often take time to make decisions.
11. Content Marketing (Blogging and Video Content)
Takes time to produce results but when it works it’s wonderful
Blogging: Don’t use AI to write these for you. Yes, you can for an outline but not as a copy and paste. AI uses the content that already exists online to draft their content. Instead, showcase your expertise and experience by offering mini case studies of you creating remarkable weddings - with words, photos, and videos.
Don’t forget to promote blogs once written - through email newsletters, social media posts, or even submitting them to wedding-specific content hubs or local publications.
YouTube: Share videos and shorts of your past weddings or behind-the-scenes footage. Create engaging content that showcases your personality and professionalism that will convince couples that you’re the right choice for their wedding - and they are your targeted clients.
12. A Website
Costly by either time or money
A work-at-your-own-pace solution is a website builder like Squarespace or Wix. Their platforms are not ideal for technical SEO implications but they are not as expensive as hiring a website development company.
A website isn't just about aesthetics - it should also be optimized for conversions. This means clear calls to action, easy navigation, and user-friendly design to encourage potential clients to reach out or buy now.
Hiring a professional website development company can be expensive in two ways. First is the cost. You will pay thousands of dollars to the company to build you a website. The second cost is whether or not Search Engine Optimization (SEO) and Conversion Rate Optimization (CRO) are implemented properly. If not, you will lose visibility and conversions, if so your leads and revenue will increase over time.
Ensure your website is mobile-optimized, as many engaged couples browse on mobile devices!
13. PR
Can be Costly and Free
Part of what Google wants to see is you building a brand. Building a brand involves getting mentions in wedding industry articles, local news stories, mentions from other businesses on their website, etc. Behind the brand is also real people. Google wants to see the people of your brand have the experience needed through education, real weddings, etc. No, you don’t always need a link for all of your mentions as Google can figure it out now and relate the mention to your business.
Reach out to journalists or wedding bloggers/influencers. Building relationships with local editors or submitting press releases for new services or major milestones can be an effective PR strategy.
Leverage styled shoots as a way to get press in bridal magazines or local outlets. Styled shoots are often featured on wedding blogs and in magazines, which helps establish your brand's authority and get noticed by potential clients.
Conclusion
To successfully market your wedding business, use a combination of digital marketing, local networking, and word-of-mouth. Prioritize platforms that actively engage wedding couples, build trust through testimonials and past event showcases, and network within the wedding industry. Consistency is key in this competitive market, so don’t forget to track what works for ROI and adjust your approach over time. Remember that a business that doesn’t make money is a hobby.
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Thank you for reading and have a great day!
Matthew Campbell