Marketing

  • Elevating Your Client Experience with Effective Gifting Strategies

    Elevating Your Client Experience with Effective Gifting Strategies

    Gift-giving is one of the most popular of the five love languages, and for good reason. When done correctly, it can strengthen the bond between the giver and recipient. As a wedding professional, gifting is a great way to surprise and delight your clients while providing the added benefit of earning referrals and gaining new business.

    For many, gifting might seem like a chore whereas others might love the opportunity to get creative and serve clients with a top-tier brand experience. Wherever you may fall on the spectrum, gifting clients and creative partners remains one of the most effective yet underrated strategies for enhancing the client experience and increasing referrals.

    Let’s take a look at some gifting strategies that any wedding pro can add to their business.

    Make gifting a fundamental part of your business

    Think about all of the aspects of your business that run like clockwork: your sales funnel, onboarding processes, invoicing procedures, and so on. Each of these elements work seamlessly within your company because you planned them out with foresight. Gifting should be one and the same.

    When your gifting strategy becomes part of your workflow, you don’t have to think about rushing around to stores or contemplating what your client would appreciate.

    When you create a system that gathers client details to inform your gifting ideas and follows a consistent timeline of when to hand out gifts, you don’t have to worry about last-minute details. Don’t think you’ll magically pull all of these gifts out of a hat at the right time! As with all facets of your business, being proactive is the best way to ensure it goes smoothly without a hitch.

    Once you have a system in place, stick with it. It’s easy to succumb to shiny object syndrome and want to buy every distraction you see, but hold back on that desire. You made a plan with forethought, so stay on track and you can’t go wrong.

    Decide how you want to gift clients

    A big part of planning your gifting strategy will be deciding how many gifts you want to give each client and when those touchpoints will be in the process. I recommend gifting clients at least twice: a welcome gift to set the stage and show appreciation off the bat, and an anniversary gift to check in and prompt referrals.

    We once sent a couple a gift for their new baby and it prompted them to write a review and refer us to a friend three years after the wedding.

    Don’t underestimate the power of a thoughtful gift!

    Align your gifting strategy with your pricing

    Gifting can eat up some of your budget, so be mindful of your profit margins as you plan your approach. You are a business owner first and no gift is worth sacrificing your hard-earned revenue! Consider your pricing breakdown in order to maximize your gifting without taking a hit on your budget.

    For example, the gifting strategy outlined above is for our full planning & design clients and custom packages we build. Since gifts are accounted in the pricing of those packages, we’re able to do a lot more for them.

    On the other hand, our month-of clients don’t receive as many gifts because it’s a much lower profit margin on our end and we want to be able to retain that package’s price point for our budget-conscious clients. We understand that some people value affordability first and don’t want to pay for the luxury experience.

    Start by figuring out the types of gifts you want to give and how many you’d like each client to receive. Then, consider how much that will cost and work backwards to factor that into your packages so you don’t lose your profit margins.

    It’s not about hitting a certain dollar amount or making it a specific percentage of a package; gifts are about thoughtfulness, not dollar signs!

    Gather the details you need to make gifting easy

    Once you have the foundation of your gifting strategy in place, it’s time for the fun part: getting creative with ideas! Every client is unique and will appreciate different things, so you need to do some recon to gather inspiration.

    If you already follow your clients on social media, you’re already partially there. People share so many details about themselves online, so pay attention and listen to what they’re saying. Note their likes and dislikes, where they travel, how they spend their time, and who they surround themselves with. You can learn so much about someone just by scrolling through their feed!

    You can also use your initial questionnaire or interview to learn more. Ask about alcohol preferences, dietary restrictions, favorite restaurants, go-to desserts, and so on. All of these questions are applicable to the wedding planning process, so there aren’t any spoilers and you gain a wealth of information to plan your gifts accordingly.

    If gifting isn’t your love language, don’t worry. There are so many great gift boxes out there, like Simone LeBlanc or Marigold & Grey, so you can still make an impression without worrying too much about the details.

    Don’t forget your vendor friends

    Since our industry partners do so much to support our business (including sending new business referrals), we love to send them gifts to show our appreciation and showcase our brand. It’s a nice way to plant a good seed with other vendors, but avoid giving with the hope of getting something in return.

    Gifting is not transactional; it’s a thoughtful gesture.

    We send out annual gifts to our “friendors” to let them know we love working with them and it always serves as a great way to stay top-of-mind within our network. We also send small thank you gifts when we book a client referred by a partner; if somebody has gone above and beyond to send us multiple referrals, we’ll send an extra nice gift.

    Remember that gifting is not about a dollar value

    Gifting is something anyone can build into their business, even if you don’t have a fortune to splurge on shopping. Never underestimate the power of small gestures! You can buy coffee for a client or vendor partner at your next meeting.

    You can pass on a vendor discount or freebie to a client. You can shout out a venue or a couple’s anniversary on social media. Words and heartfelt gestures are gifts, too! For some, they are even more meaningful than something purchased online or picked up from a store.

    At the end of the day, a gift is simply a token of appreciation that shows how much you care. Whether that’s a luxury food basket or a sweet handwritten note with some homemade treats, commit to demonstrating your appreciation for those around you and you’ll see that gratitude returned to you tenfold.

    About Margaux

    Margaux Fraise is the owner and creative director of Harmony Creative Studio, an award-winning boutique wedding firm in Los Angeles, CA. Her work has been featured in numerous publications, including Style Me Pretty, Brides, and Green Wedding Shoes, among others. With her years of experience, Margaux serves as a wedding business educator, frequent podcast guest and motivational speaker. Recently, Margaux launched her ‘Client Onboarding for Wedding Professionals’ course and hosts the twice yearly premiere online summit for wedding pros: The Wedding Summit Series.

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  • 5 Ways to Boost Engagement with Instagram Reels

    5 Ways to Boost Engagement With Instagram Reels

    Time to boost engagement with Instagram Reels.

    Instagram Reels has been around now since August 2020 and true to form Instagram have continued to keep developing it and I for one absolutely love it.

    For those of you who know me you’ll know this is the perfect platform for my ABBA obsession. I get to lip-synch, act, and basically have a lot of fun.

    If I’m really honest it’s been my own private form of entertainment now I’ve run out of things to watch on Netflix.

    I love planning them out and deciding what the theme of each one will be.

    My post lady here in France has got used to seeing me running around the French countryside with my ring light, dancing on random walls and generally doing strange things in the middle of the road outside my house.

    But who cares…I’m having fun and allowing my audience a real glimpse into who the real Kylie Carlson is.

    Since I’ve embraced Reels my engagement on Instagram has gone up. I’ve played around with different formats and ways of producing them too.

    So today I’m sharing 5 ways to boost engagement with Instagram Reels:

    Tip 1 – Find your own Mojo

    Not everyone is comfortable lip-synching, dancing or generally being silly on camera and that’s absolutely fine.

    I’ve found my mojo on the platform and its what people expect of me. I find a song that fits in with a business theme I have and then manipulate the lyrics to make it work. Usually there’s some ABBA involved somewhere and plenty of lip synching.

    However, that’s not for everyone.

    So find what works for you and what works for your audience.

    Instagram want you to entertain, educate or inspire on Reels. What’s it going to be?

    Find your own format.

    Reels is about being you and if for you that’s about telling stories of your brand then do that.

    Maybe you’d prefer to simply showcase your art with behind the scenes of you doing what you do.

    Whatever it is you have to find your own mojo that you’re comfortable with.

    Tip 2 – Create your Reels in the Native App

    Instagram are now actively penalising you for simply downloading your videos from other platforms and uploading them into Reels.

    Don’t do it.

    The native Reels App has been developed substantially since its launch. There’re some great features including the easy to use timer with a countdown of 3 or 10 seconds. This means cutting between different scenes is really simple.

    There is also a FAB align tool that allows you to line up each shot so you can do fun things like changing outfits on the spot.

    You can speed up clips, use filters and touch-up tools as well.

    Instagram has seriously upped its editing and feature game on Reels so use them. You’ll get rewarded for it.

    Bottom line Instagram want you to create your Reels in native app.

    Tip 3 – Use Transitions and Edits

    15 or 30 seconds might not seem very long but you still have to keep people’s attention. Using simple cuts keep the eye focused and your viewer engaged.

    Now a cut can literally be a change of scene. I do this ALL the time because it’s so easy. I often have 2-3 cuts in a 15 second reel.

    Recently I did one about my life in France. I started off sipping coffee in my swing chair in the garden. I then cut to the next shot of me sitting on my vintage blue bike with a baguette in my basket. Finally, I was on my balcony looking over the French countryside sipping a glass of rose.

    All this was shot to La Vie En Rose, Louis Armstrong. I think it took me about 15 minutes to film. I decided the timing for each shot and set the time using the timer feature in the native app. Simple.

    Instagram Reels 101

    Tip 4 – Use Your Time Wisely

    Pull your viewers in from the start. Capture their attention immediately.

    This can be done in so many different ways. It might be your stance, the way you’re stood or sat. It could be you holding your hand up to the camera or some text flying onto screen that shows up straight away.

    The first couple of seconds are a deal breaker. Stop them scrolling and get them to watch your Reel at least once. The beauty of Reels is often we watch them more than once which really pushes up the reach.

    Tip 5 – Storyboard it Out

    I’m a big believer in everything I do telling a story, however simple that story is.

    For every Reel I do I storyboard it out – not literally with drawings but I do treat each clip as part of the story.

    I decide how long each clip will be and the point behind the clip and how it adds to the overall message or story I want to tell.

    Doing this saves time when filming because you know exactly where you’re going to be, what you’re going to be doing and how you’re going to achieve it.

    This doesn’t need to be long and drawn out. Mine take no more than 15 minutes to storyboard out, often less. But it does make filming them so much quicker.

    So those are the biggest tips I have to help you boost engagement with your Reels.

    Afterall, nobody wants to spend time doing something that isn’t helping them to move their business forward.

    If you haven’t done so yet then make sure you listen to Podcast Episode 28 – The 101 of Instagram Reels for Wedding Pros I did with Lauren of Bluebird Creative.

    Lauren has some great ideas on content for Reels and you absolutely MUST check out the Reels she produces.

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  • Email Marketing That Will Drive Sales with Less Work

    Email Marketing That Will Drive Sales with Less Work
    It’s guest expert time! And today I have someone who is an absolute guru on all things email marketing, one of my favourite topics, Aleya Harris of Flourish Marketing. She’s going to share 6 top tips on how to use Email Marketing to Drive Sales. So I hope you’re ready.

    An effective sales strategy is all about building relationships rooted in trust. When people know who you are and what your brand represents, they’ll be more likely to buy your products or book your services.

    However, developing connections with your ideal clients can be challenging in an increasingly digital world — particularly one facing the repercussions of a global pandemic.

    Engaging your audience online involves a multi-directional strategy, using channels like your website, social media profiles, and third-party publications. While these are vital elements of a cohesive marketing approach, email marketing is where the money lies.

    When you build an email list of interested prospects, you have a captive audience that wants to learn more about what you and your business can do for them.

    Each email serves as a stage for you to present your brand propositions and unique selling points in the hopes of converting leads into paying clients. You get the opportunity to give them a taste of your brand experience, so they can get an idea of how wonderful it will be to work with you.

    Yet, email marketing isn’t a matter of throwing a sales pitch into your subscribers’ inboxes every week. Instead, you need to establish trust and position yourself as an expert through nurture campaigns before you can cut to the chase and push for the sale.

    Follow these six steps to begin building your email list and create compelling content that inspires your prospective clients to take action.

    Identify your Ideal Client Avatar (ICA)

    When you try to sell to everyone, you end up selling to no one. Honing into your ideal client allows you to craft targeted messaging that addresses their specific pain points and provides custom solutions.

    Consider the type of client you love working with most and develop a fictional profile of your “perfect” client. Map out their demographic and psychographic traits to understand their key influencers when making a purchase, and figure out where they tend to hang out — not just in person, but online.

    Develop a compelling lead magnet

    People are understandably hesitant to hand over their email addresses for nothing, so you need to offer them a free-but-valuable piece of content that makes the transaction worthwhile.

    There are many types of lead magnets you can test with your audience, but the most common ones are PDF guides, quizzes, checklists, video series, or infographics that help to address their biggest problem.

    You don’t want to give away the secret recipe, but you should provide enough meaningful information that your subscribers begin to see you as an expert source.

    A few examples a wedding pro might consider could be a week-of-the-wedding checklist for couples or a guide to choosing one’s wedding party members.

    Choose an Email Service Provider (ESP)

    Using your general email account for email marketing is an unnecessary burden when there are so many platforms that streamline the process to save you time and energy.

    ESPs can be linked to your downloadable to capture, tag, and segment email addresses as they come in, taking the legwork out of list-building. A few of the top choices on the market are ConvertKit and Flodesk, which tend to have higher deliverability rates than their competitors.

    Design a landing page for your lead magnet

    You’ve got your downloadable and you’ve set up your ESP — now you need to start attracting people to your site. Rather than direct them to your home page, a landing page serves as a customized page specific to your lead magnet offer.

    It’s as simple as building a brief form to collect first names and email addresses. Asking for too much information upfront can discourage people from completing the form.

    Don’t worry; you can always gather more info later in the sales funnel. For now, you just want to add them to your email list.

    Craft your first nurture drip campaign

    Remember: Email marketing is about relationships. Just like you wouldn’t propose marriage on a first date, you shouldn’t kick off a new email relationship with a sales pitch.

    That’s an easy way to earn a quick unsubscribe! Instead, write a sequence of three to five emails that positions your clients as the center of the story.

    Speak to their pain points, empathize with their objections, and provide steps to solving their problem. While these emails should always include a strong call-to-action at the end, the focus should ultimately be on the reader. In the final email of your sequence, you can lay it on heavier and directly ask for the sale.

    Your email sequence can then be added into your ESP and set to automatically begin once a new subscriber is added to your list. I recommend spacing out the emails so they get a new one weekly.

    Promote your lead magnet with ads

    With your email marketing funnel in place, it’s time to start directing people towards your landing page so you can begin capturing email addresses. Experiment with social media ads to see where your ideal client spends the most time.

    Facebook is always a solid first choice, as its ad platform is comprehensive and allows you to directly target your audience.

    Building awareness of your brand offerings is at the top of your funnel, at which point your email marketing sequence will guide interested leads through the bottom stages of your funnel—interest, desire, and action.

    Email marketing is the key to building real, personal relationships with prospective clients, as it gives you access to one of their most valued spaces: their inbox.

    When you show up regularly with content that piques their interest and solves their problems, you are demonstrating your expertise and reminding them why you are the best one to address their needs.

    To support your journey, I created a free Email List Building Roadmap Implementation Guide by Flourish Marketing, which will walk you through the list-building process and the tools you need for a successful email marketing strategy.

    About Aleya…

    Aleya Harris, CPCE is an award-winning marketer and former chef and catering company owner. She is the owner of Flourish Marketing, an agency that provides marketing education, strategy, and tools to help wedding and creative professionals get and keep a consistent stream of clients. Aleya is a StoryBrand Certified Guide. She uses that narrative-based framework to develop clear, engaging, and highly converting marketing assets, like email sales funnels and social media solutions. Aleya is the current Marketing Committee Chair and Black Caucus Chair for NACE and a top speaker at conferences like Catersource and The Special Event.

    Aleya Harris

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  • 5 Irresistible Lead Magnets for your Ideal Couple

    5 Irresistible Freebies or Lead Magnets for your Ideal Couple

    One of the mottos I have for my business is that you should never stop marketing. Yes, even in times of a pandemic or problems within your business.

    Recently I’ve received so many questions from people about whether or not they should be sending out their marketing message or continuing to advertise through FB, IG or Google Ads and every time my answer is the same.

    Yes. Yes. Yes.

    In fact, these are the times you need to up your ad spend and do even more marketing than you usually do.

    I know for a fact the cost of my Facebook Ads has gone down because so many more people are using the platform so my cost per click isn’t as high as it was pre-pandemic.

    Of course, your messaging needs to change a little accordingly and the tone of voice you use needs to be empathetic etc., but you should never stop marketing.

    Although the wedding industry is suffering right now weddings aren’t going to stop happening.

    We might see a change to how they happen and an upward trend for micro and nano weddings but they will still happen.

    Those couples who were planning to get married in 2021 or 2022 before all this happened will still be planning to do so.

    Your message needs to be getting out there to them on a consistent basis.

    But marketing doesn’t have to be hard.

    It doesn’t have to be all consuming or something that just sends you into a spin, but it does need to be consistent and it does need to give value.

    That’s where having a freebie or lead magnet comes into play.

    This is something that you give to your perspective ideal client in return for their name and email address when they land on your website, find you on social media or anywhere else.

    It needs to be up front and centre where they can see it easily.

    The key is finding something that solves a pain point for your ideal client. Something that gives great value and is a quick win.

    One big no no is to create something that is 50 pages long or is too difficult for people to use.

    Remember, they want a quick win and if you provide them with something that’s like a wedding version of ‘War and Peace’ it will never get read. It will sit on their desktop or in their download folder never to see the light of day.

    But why is a lead magnet so valuable?

    The quicker you can get someone off social media and onto your email list the better. This is where you can really build a relationship with them.

    A person’s Inbox is actually a very personal space and it’s an honour to be allowed in there.

    Plus, you don’t own the social media platforms. If Instagram was to close its doors tomorrow what would you do?

    Social media is simply the invite but your email list is the main event.

    Once you get them on your email list you can really have a more intimate conversation with them, provide value, show your expertise and be that ‘go to’ person for all things floral design, or photography, hair and makeup, or wedding venues etc.

    Whatever your niche is in the wedding industry or whatever area of weddings you work in you want to be the person that is top of mind.

    How do you do that?

    By giving them something of value that they simply can’t resist.

    That’s where our 5 irresistible lead magnets come in. Now obviously there are a lot more than five that I can think of, but I want to give you the ones that I have seen work the best.

    No 1 – Cheat Sheet

    This is one I use all the time at the Wedding Academy both for my newbie audience and my pro audience. If any of you are on my email list you’ll have received at least one of these.

    I like a cheat sheet because it’s easy to skim read. As I said earlier, you want to make them incredibly easy to digest and get a win from or feel like you’ve learnt something from it.

    You don’t want it to be just too hard to get through.

    That’s not a good experience and it doesn’t get them engaged with you or wanting to read your emails.

    You want to go for those quick wins we mentioned and something they can read quickly and easily.

    A cheat sheet is great at doing that. Some of my cheat sheets are up to ten pages long. That’s fine. But, again, they are easy to read. They’re broken up with great imagery, with easy headings and not too much text.

    Two I use regularly are 10 Steps to Starting a Wedding Business & 5 Mistakes New Wedding Planners Make and how to avoid them. Both are easy to consume, give you quick wins with actionable information and are designed with great imagery so they also attract people.

    Another one I use is The Wedding Business Roadmap as this takes people through a more detailed breakdown of what it takes to run a successful wedding business.

    It’s again full of actionable information but broken down in a fun, easy to consume way.

    One that’s been popular recently is 32 BLOG POST IDEAS for Wedding Pros. Although 32 sounds a lot it’s a very quick and easy cheat sheet as there are ideas in there for every type of wedding pro.

    It sparks the imagination and gets people up and running with blog post ideas. It’s quick wins with actionable information yet again.

    Pros of a cheat sheet – quick and easy to digest. They’re set up in a way that looks good so people naturally are drawn to them. Bite sized information delivered in a simple format.

    Cons of a cheat sheet – it’s usually basic information as that’s what they’ve been designed for. If you want to go deeper into something with your ideal couple then you might want to think about the next option, which is a Guide. This will allow you to explore a subject in more detail.

    No 2 – A Guide

    Lead Magnet Guide for Wedding Pros

    This is more of a deep dive into a topic or subject and you take your readers on a journey with you in more of a storytelling format.

    Ideally, they’ll be a beginning to get them excited, a middle with the meat of the content, and then the end that leads them to the solution.

    One I’ve used that has worked really well is my guide to Creating a Tablescape with the Wow Factor. This takes you through all the elements, shows you how to come up with the story behind your table and the mood board to actually setting the table and being able to analyse and look at it through the creative lens.

    The key here is to have people come away from finishing your guide feeling like they’ve really learnt something.

    You want them to feel like this is something they would have happily paid for and are amazed they’re getting it for free.

    A Guide is all about giving unbelievable value that delivers content in an easy way whilst still giving the detail. It is the meatier big sister of the cheat sheet.

    Pros of a Guide – without a doubt it’s the value you’re giving. It allows you to really showcase your expertise and elevates your expert status.

    Cons of a Guide – it’s not a quick thing to put together. It will take you time to create the content and then design the guide. I recommend using Canva for both this and the cheat sheet as they have some great templates.

    The other thing to remember with a guide is that there is a fine line between too much information and not enough. You want to get that balance right.

    You never want it to be just too hard to get through.

    No 3 – A Quiz

    Who doesn’t love a quiz? Let’s be honest nearly all of us at some time or another have probably done one of those quizzes in Cosmo, I know I have.

    We use quizzes at the Wedding Academy and they are a great lead magnet because they’re quick and easy to fill out. They’re also great for using on things like Facebook Ads.

    We have one called Could you be a Wedding Planner? We take them through several questions that identifies the type of personality traits they have, how they’d react in certain situations, images they’re drawn too, things they love to do etc.

    From this we can then have a good guess at whether they’d be better suited to wedding planning, wedding styling or floral design.

    It’s great because the quiz uses conditional logic so depending on their answers, they get different results and a personalised email from me telling them which one would suit them.

    I don’t like taking a quiz that feels really generic and like everyone has had the same answers, which is why we make sure our results are based on the answers that are given. It isn’t a generic quiz.

    There’re some great wedding examples out there. Maggie Sottero has the ‘Find your perfect wedding dress based on your personal choices in a quiz’. See the Quiz here…

    Another good one is on One Fine Day’s website, ‘Which Style of Wedding Am I’ quiz? See the Quiz here…

    Then there’s one for finding your perfect wedding venue from Wedding Venues directory in the UK See the Quiz here…

    Pros of a Quiz – they’re quick, easy & fun for the person taking them. They can also often help people to see what it is they really want in terms of venue, style, dress type etc. But the other big pro is that for you, as the quiz creator, if you use the right questions you get to find out a lot about your ideal client and this is always valuable.

    The more you know the more you can tailor your solution so that it fits your ideal client’s needs perfectly.

    Cons of a Quiz – they take a bit of setting up so it certainly isn’t a quick lead magnet. There are three software programs I recommend, Typeform, SurveyMonkey & Interact.

    No 4 – A Video Tutorial

    This one is ideal for anyone that has something they can demonstrate so for example, creating a centrepiece, designing a mood board, choosing a colour palette. All these work well.

    If you’re a venue could you look at doing a virtual show round that shows them what to look for when viewing a venue, whilst highlighting the benefits of your venue.

    Video is king right now. It’s King, Queen, Pope and more.

    A video we’ve used as a lead magnet for the Wedding Academy is actually a behind the scenes of how we create our course material. CLICK HERE TO WATCH THE VIDEO

    Now that isn’t strictly speaking a tutorial, but we ask the question, would you like to know how we put our course material at the Wedding Academy? Come behind the scenes and see what we’re really like and just how we make content that gets you involved. It works an absolute treat and is our best lead magnet by far because it’s conversational and fun.

    We can really showcase who we are and how much fun you’ll have as a student with the Academy.

    Pros of a Video Tutorial – your ideal client gets to see your personality and connect with you in a way that simply isn’t possible with the written word. It’s such a great way to sell what you do without really selling.

    Cons of a Video Tutorial – if the thought of getting on camera makes you want to run for the hills then this isn’t going to be the best lead magnet for you.

    The other issue is there is a little bit of production involved but really as long as you have good lighting, great content and a phone with a camera there should be nothing stopping you.

    No 5 – A Template or Swipe File

    Instagram Prompts for Wedding Pros

    Everyone loves something that’s done for them and that’s just what this is. As a wedding planner you might want to think about creating a simple and easy budget template for the busy couple or a timeline template for the months and weeks leading up to their wedding.

    With both of these I’d be adding in little extra tips and things that point them back to you and what you do.

    As a floral designer could you create a swipe file of the most popular flowers, when they’re in season and a top tip for incorporating them into a bridal bouquet?

    If you’re a wedding stationer, then a swipe file of invitation wording would be perfect. The options really are endless but the key is that it’s a ‘done for you download’.

    At the Wedding Academy we have a swipe file of 10 email templates for the busy wedding pro. It’s literally a copy and paste job and so easy for someone to implement within their business.

    Pros of a Template or Swipe File – great value, easy to use and a quick fix for your ideal couple. They can download and use straight away without a problem.

    Cons of Template or Swipe File – like some of the others I’ve mentioned it does take time to create but often it can be something you already use within your business. Don’t think you’ve got to recreate the wheel.

    Never be frightened of sharing something of value from within your business.

    We do this all the time at the Wedding Academy because it cements in people’s minds that we are the experts and if this is what we give away for free imagine what our paid content is like.

    So there you have it, my 5 irresistible lead magnets. Let’s do a quick recap:

    • Cheat Sheet – a quick and easy download that gives people some set steps to achieve something they’re stuck on
    • Guide – a more in depth version of the cheat sheet that takes your client on a journey and really gets them learning something new or solving a problem.
    • Quiz – a fun and easy to complete lead magnet that allows both you and your ideal client to learn something about themselves
    • Video Tutorial – the perfect way to showcase your personality and teach your audience something fun
    • Template or Swipe File – the done for you option for those people that want a quick fix and something that can use straight away.

    So now it’s time for some action. In the next 24 hours I want you to choose one of these lead magnets and get creating.

    Don’t overthink this and don’t allow yourself any longer than 24 hours.

    It’s time to start building that email list and creating a more personal relationship with your ideal couples.

    Don’t procrastinate on this. Once you decide which lead magnet you’re going to do you should find the content easy to create as it will be something you do all the time anyway.

    To make it even easier I’ve created a downloadable guide for you that dives into everything you need to know about creating an Irresistable Lead Magnet for your Wedding Business. CLICK HERE TO GRAB YOUR COPY

    I can’t wait to see what you come up with so don’t forget to share away here in the comments so we can all support each other.

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  • How to Grow Your Wedding Business with Email Marketing

    How to Grow Your Wedding Business with Email Marketing

    Do you want to know the number one thing that will help you to grow your wedding business?

    Not Instagram, or Pinterest or Facebook. No. Try again.

    It’s email marketing.

    As a Wedding Industry Professional email marketing is absolutely vital to the success and sustainability of your business.

    I know it doesn’t sound as sexy as creating gorgeous images for your Instagram feed. However, remember you don’t own your followers on Instagram, but you do own your email list.

    Social media is a wonderful thing, and you definitely need a presence on Instagram & Pinterest. But it’s also getting increasingly difficult to beat those algorigthms, be seen and heard above all the noise. Not to mention getting in front of your ideal client on those platforms.

    In 2022 half the world’s population are predicted to be using email both personally and in business.

    That is a HUGE statistic.

    Email Marketing for Wedding Pros

    I want to share with you 3 reasons you need to be focusing on email marketing to grow your wedding business.

    No 1 – It builds the Know, Like, Trust factor

    Have you ever heard of a nurture campaign? I know it sounds a bit techy and probably makes you groan but it’s actually quite simple.

    A nurture campaign is a series of emails you send out to your leads and bridal clients to develop that all important relationship with them.

    As an example, let’s say you’re a wedding planner and you’ve received an enquiry through your website for a wedding in 18 months time. You could design a nurture sequence with 5 or 6 emails that are packed full of useful information on planning a wedding.

    These emails would be strategically designed to build your know, like and trust factor with this potential client.

    Let’s look at what you could include as part of your nurture campaign:

    1. Email 1 – a quick intro and a question. Something like ‘what is the biggest challenge you face planning your wedding?
    2. Email 2 – three top tips. Make this something valuable you know your ideal client will find useful. These could be taken from your FAQs
    3. Email 3 – tell a story. Everyone wants to know the person behind the brand so tell them your story. Why did you become a wedding planner?
    4. Email 4 – get them to engage. Now they know you a little better try getting them to take part in a quiz. This could be anything such as ‘What’s your Wedding Style?‘ Who doesn’t love a Cosmo type quiz. (Have you tried Interact for your quizzes? It’s brilliant and very easy to use)
    5. Email 5 – give them some inspiration. Show them how you’ve helped a previous client and pepper it with images that will inspire. Don’t use people in your images though, you want them to imagine themselves in that wedding and not be put off by other people being the focus.
    6. Email 6 – ask for the consultation. Now it’s time to go in for the kill and ask them to book a no obligation consultation with you. Give them a link to your online calendar

    The beauty of these emails is they can all be written in advance and depending on the system you use also be set up to go out automatically each time you receive a website enquiry.

    The best bit is that providing all this value to them it makes the decision to work with you so much easier, almost a no-brainer.

    Now I’m not saying it’s easy but once you’ve got it nailed it will quite literally turn your wedding business around.

    Creating Copy as a Wedding Planner

    No 2 – Email marketing works hand-in-hand with your social media

    Social media is called social for a reason. Its about being more personal and giving people a sneak peek into what life is like behind-the-scenes of your brand.

    Your bridal clients are on Instagram to be inspired and not to be sold too.

    They want to see the pretty pictures from the weddings you do. They want to see what the before and after looked like and they want to know whether you prefer coffee or tea when you’re creating designs in your studio.

    However, your emails are where you take things to the next level as you’re holding their attention for longer and you’re aren’t fighting so many distractions. You can have a personal conversation between you and them not the rest of the social media world.

    On social media make sure you take every opportunity you can to get them on your email list. Every other post you do should be directing them to the link in your bio that asks for their email address.

    No 3 – Email marketing is cost effective

    Yep you heard me. Other than your own time in creating the email copy you can start building an email list for free. Our favourite platform to use as a creative company is Flodesk and you can check them out right here…

    So when you really look at it there shouldn’t be anything stopping you from nailing an email strategy. However, sometimes you just need a helping hand.

    So don’t miss my FREE Masterclass – 7 Steps to Booking Clients through Email Marketing.

    Free Masterclass for Wedding Pros

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