Running a business is oftentimes exciting and rewarding, but most of us have felt the despair of having an empty inbox and calendar. Without prospective inquiries, businesses will struggle to find clients and will not be sustainable without regular income. While most industry veterans have discovered their own secret sauces, nascent wedding businesses are challenged to figure out their own marketing formula to build a client base.
While lead generation looks differently for everyone, there are several factors that come in to play regardless of business model. Consider the following steps to be a framework from which you can build a custom strategy that fits the needs and goals of your wedding business.
Step One: Create your brand story
When you think about the top brands in the world, each of them have one thing in common: they all have a brand story. Beyond a simple logo and color scheme, big brands all evoke a certain feeling through their messaging, advertisements, social media, and the like. They share their values and philosophies on their corporate pages and everyone gets an insider’s look at the people and purpose behind the brand. Ultimately, this helps consumers to better understand and connect with a brand.
In the wedding industry, this is especially critical as we work with couples on such a personal level. We are helping to craft the wedding day of their dreams, so they naturally want to know more about who we are and what our brand represents.
A great quote that captures this essence is by Simon Sinek: “People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe.”
Thus, to attract prospective clients, you need to be able to meet them on their level. This means going beyond the highly-curated Instagram feed and showcasing your personality and values as it relates to your business. This comes in many forms, from a blog post that tells the story of your business journey to the Facebook Live video showing your team’s volunteer day at a local soup kitchen. Boring, stereotypical copy doesn’t garner any attention; leaning into your purpose does.
Step Two: Design your client experience
The client experience is the step-by-step journey your clients take from inquiry to completion. It includes every touchpoint along the way and will inform your clients’ reviews and referrals as they remember their experience — which, of course, can lead to further business down the line. This is your space to shine; while competitors may be offering the exact same products or services, your client experience can enhance your value and keep clients coming back for more.
The key to a great client experience is to under-promise and over-deliver. Go above and beyond their expectations and give them a reason to shout your name from the rooftops. Consider implementing some surprise elements throughout the process, like a special gift for booking or a bottle of wine to celebrate having all vendors booked. Alternatively, it may be a day-of surprise — like a certain feature they had their eye on but ultimately couldn’t fit in their budget.
Of course, the client experience doesn’t end when the rings are exchanged. Keep the conversation going by following them on social media and checking in with them from time to time. A thoughtful holiday card or anniversary present goes a long way for a minimal investment.
Step Three: Lean on your network
In many cases, the best leads come from the people around us, so it’s worth taking some time to nurture your existing network and growing to meet new people. This isn’t just about industry colleagues (although their referrals are certainly worth their weight in gold!), but even friends and family. How many of your loved ones have friends that are getting married? Do they know you’re starting a wedding business?
When you’re just starting out, it can feel scary to tell people about your endeavor. Fear of failure or shame can often cloud the emotions you should be feeling: proud, confident, and prepared. Don’t suppress your light. Tell everyone around you about what you’re doing and ask them to keep your business in mind. Share it on social media for those you don’t speak to regularly; sow the seeds for people to know what your new business is all about.
This leaves me at a great point to end with: You need to take yourself seriously. When you start out, it feels safer to say you’re “starting” a business or “thinking about it” (or worse, say nothing at all!). This does nobody any favors — you don’t get the word out and your friends are left unaware of all the great things you’re doing. When you’re speaking with confidence and assurance in your business and your skill, prospective clients will notice and give you the business you deserve.
Kylie Carlson is the owner of The Wedding Academy. With seven locations globally, the Academy boasts an internationally recognized accreditation program that brings professional training to wedding planners, designers and stylists.