Self-Promotion: If You Don’t Tell Them, How Will They Know?

by Danielle Andrews, President and Co-founder, The Wedding Planners Institute of Canada Inc.

In today’s digital age, self-promotion is not just an option; it’s a necessity. Recently, I was on the radio talking about hosting the first wedding at Canada’s Wonderland and also planning the third wedding there. The radio hosts echoed a common sentiment, “I didn’t know you could have a wedding there!” This statement underscores a vital truth for any business owner: If you don’t tell people about your services, how will they know?

It’s not enough to be excellent at what you do and hope that people notice you. To be successful, you need to actively let potential clients know that you exist. You must educate them about your offerings and explain why you are the best choice among the myriad of options available.

Why Self-Promotion Matters

In today’s fast-paced world, people have countless options at their fingertips. They can easily find what they want without ever coming across your business. If you’re not actively promoting yourself, you’re missing out on potential clients who might never know you exist.

It’s not enough to just show up, be excellent, and hope people notice you. To be successful you have to let people know that you exist. You need to educate your potential clients about your offerings and why you are great. You need to tell them why they should choose you over any other option available in their area.

If you offer rentals, put them on your website. So many providers have told me that they would prefer people come to visit their showroom and see their offerings. That just doesn’t make sense. If I don’t know what you offer, why would I make the trip? How do I know it’s worth my time? On the same note, how do I know what your new inventory is?

Whether you’re selling products or just promoting yourself as a provider, there are a thousand different ways to get your message out there. Your website is CRITICAL to your business. You need to educate your potential customers about your offerings and why they should choose them over others. You also need to tell them why YOU are great! There are lots of people out there offering similar services or products: what makes YOU different? Why should someone choose YOU? You have to promote yourself to people in order for them to know how to find out about you and your business.

Self-promotion is about more than just getting your name out there. It’s about building a brand, creating a reputation, and establishing trust with your audience. When done correctly, it can lead to increased visibility, more clients, and ultimately, a more successful business.

Actionable Self-Promotion Tips for Wedding Planners

1. Optimize Your Website

Your website is the cornerstone of your online presence. It needs to clearly showcase your services, your unique selling points, and why potential clients should choose you. Here are some key tips:

• Showcase Your Work: Include a portfolio of your best weddings, complete with high-quality photos and detailed descriptions.
• Client Testimonials: Feature testimonials from satisfied clients to build credibility and trust.
• Clear Contact Information: Make it easy for potential clients to reach out to you with clear and accessible contact information.
• SEO Optimization: Use relevant keywords to ensure your website ranks well in search engine results.

2. Leverage Social Media

Social media platforms are powerful tools for self-promotion. Use them to showcase your work, share testimonials, and engage with your audience.

• Consistent Posting: Maintain a regular posting schedule to keep your audience engaged.
• Behind-the-Scenes Content: Share behind-the-scenes looks at your planning process, which can humanize your brand and build a connection with your audience.
• User-Generated Content: Encourage satisfied clients to share their wedding photos and tag your business.

3. Network with Industry Professionals

Building relationships with other professionals in the wedding industry can lead to referrals and collaborative opportunities.

• Attend Industry Events: Participate in wedding expos, networking events, and industry conferences.
• Join Professional Associations: Become a member of wedding planning associations to connect with peers and stay updated on industry trends.

4. Create Valuable Content

Content marketing is a great way to showcase your expertise and provide value to your audience.

• Blogging: Write blog posts on wedding planning tips, trends, and advice. This can help establish you as an authority in the field.
• Video Content: Create videos that offer a glimpse into your process, share tips, or highlight successful weddings you’ve planned.

5. Offer Free Resources

Providing free resources can attract potential clients and build goodwill.

• Downloadable Guides: Offer free downloadable guides on wedding planning topics.
• Webinars and Workshops: Host free webinars or workshops to share your expertise and engage with potential clients.

Overcoming the Fear of Self-Promotion

Many business owners feel uncomfortable with self-promotion, fearing they might come across as boastful or pushy. However, promoting your services is essential for growth. Remember, self-promotion isn’t about bragging; it’s about informing and educating potential clients about the value you provide.

Conclusion

If you want to grow your wedding planning business, you must actively promote yourself. It’s not enough to be excellent at what you do; you need to ensure people know about it. By optimizing your website, leveraging social media, networking with industry professionals, creating valuable content, and offering free resources, you can effectively promote your services and stand out in the competitive wedding industry. Remember, if you don’t tell them, how will they know?