I'll be the first to admit that I'm a horrible bride, and not in the bride-zilla way, but in the, "I'm too busy running my business" way. Somehow, in the midst of not planning my wedding, I've been planning everyone else's. How might you ask? The simple answer is social media. You're probably thinking, "But I've never heard your name until now." True, but you may have seen my work because my client roster and portfolio includes a bridal accessories company, several wedding venues, a bridal boutique, and a bridal gown designer. So nice to unofficially, virtually, even though you already knew my aesthetic, meet you.
As I'm sure you already know since you made your way to this page, social media is transforming the way brides interact with venues, vendors, and designers. Instead of sitting down to talk about flowers or dresses, brides are bringing Pinterest boards to their meetings, and bridesmaids are actively searching dress trends while the bride is trying on gowns in the shop. It's possible that a bride at your business has actually shown you a board that I creatively curated and SEOd.
Social Media Marketing Tips Every Bridal Brand and Wedding Professional Should Follow
Here's an Instagram grid I put together for a client. We were all about that blush.
SEO Your Website & Your Pinterest Account
If your website is not visible, and your gorgeously curated Pinterest boards and Pins are not visible via organic search, you've just put in a ton of effort with little to no return. Yes, you can always use paid reach, but investing in your SEO will save you money in the long run. Research and include keywords that brides and grooms in your local market are searching for so that they can find you. Add these keywords into your page titles, blog posts, and website copy; do the same on your Pinterest account. The more visible you are, the more customers you will have. And hey, I might know a thing or two about SEO since you found my page. #justsayin'
Research Hashtags that Wedding Planners & Brides Use
Let me first start by saying that I'm not a fan of using hashtags as your be-all, end-all to grow organically. It's sort of a little white lie that consultants and digital marketers tell clients because it's a "buzzword," and truthfully, the marketer probably doesn't fully understand digital marketing —sorry— if this is the strategy he/she is pushing.
That being said, you do want to use them as part of your overall strategy. For one of my clients, a game changer was finding the right keywords and hashtags. What I've found is that brands and consumers talk about products differently. Many brands will use hashtags that other brands use, which gives them visibility with other brands, usually their competitors, and not with the consumers. Think like a consumer. Forget about popular hashtags in your field because it's likely oversaturated with few brides and more companies. Ask the brides in your shop what tags they use, do some research, or hey, ask me (scroll down to shoot me an email)!
Work with YOUR Micro-influencers
Think about your network. I'm sure there is someone either currently in your shop or in your network (social network and offline network) who has at least 6k+ Instagram followers. Partner with that person to help spread your brand message. As a #humblebrag, I was a micro-influencer for the Bouqs, a floral retailer. So, for instance, if you own a flower company or you're a florist, partner with a local bride by offering a discount or even paying for a post. This will expand your reach. It's called the "Strength of Weak Ties Theory." See how I used this strategy for a launch campaign that achieved over 37k downloads within one week of launch.
Hire a Digital Marketing Professional
No matter where you are in your business, digital marketing is something you should delegate. Your time is much better spent in your creative space and working with your clients. I know it's tempting to do it yourself because you likely "know" how to use Facebook, Instagram, etc, but a successful business owner understands what he or she is good at and what makes him or her excited for work. That's where you should spend your time.
Good digital marketing strategy takes a lot of statistical data analysis and an ever-changing understanding of the digital and industry climates. What's hot today is cold tomorrow. Having a social media marketing consultant or someone on a retainer basis will help you increase brand impressions, and if you aren't there just yet, having a professional put together a strategy is the best way to make sure you're in the right place.
In the digital world, time is of the essence. So walk, don't run to a good digital marketing consultant.
If you’d like more information on my digital marketing services, send me an email and tell me about your brand!
P.S. Click for some other gems of knowledge from understanding the role of social media in eCommerce to analyzing your traffic funnels.
In the meantime, let me get back to planning my own, I mean, everyone else's weddings.