by Danielle Andrews, President and Co-founder, The Wedding Planners Institute of Canada Inc.
Having a blog for your business not only increases your company’s SEO (Search Engine Optimization), it lets potential clients get to know you better by showing your personality. Many people add a blog to their website because they feel they have to, and then it becomes an afterthought. If you are going to have a blog, you must utilize this business tool; here are some tips how to do that.
Help you or hurt you?
- We all know that having a good blog on your wedding website can be very lucrative and bring in lots of couples, but did you know that it could be equally disastrous to you?
- A good blog establishes your expertise in the wedding industry, shows your point of view and style.
- A bad blog can turn couples off, by making them think you are lazy or unprofessional.
How often is enough?
It is important to realize that you only have a follower for 14.1 months (if that), because once your fiancé has turned into a spouse, they no longer care about your blog. If you only update your blog sporadically or once every two weeks, that betrothed is going to get their wedding fix somewhere else and never look your way again.
If you are going to add a blog to your website, you need to be prepared to make a post 2 times a week. Start off their Monday with something new and on Thursday or Friday send them into the weekend with something.
Also, posting 1-2 times per week increases your Google rating (SEO=Search Engine Optimization)
Have a direction
Before you start your Blog (or when you revamp it), decide what your “Point of View” or “Direction” is going to be.
- Who are you talking to? The Couple? Other Professionals? Your friends? It can’t be all of the above, pick one reader and stick to it.
Now that you know who you are speaking to, define them even more. (Let’s say you are speaking to the couple, as that is what most of you should be doing) Are they a penny-pinching Value Couple? A Couple with no Budget? A DIY Couple? Are they Divas? A Professional of some sort? Decide who your ideal client is and speak directly to them in EVERY single post. Always think about what that client wants to hear about. Click here for help defining your Ideal Client - You want to show your expertise and that you are constantly learning more and further developing yourself, so when you are going to a conference, blog about it. Going to an Industry Night? Blog it. Going on a FAM, BLOG!!!
- If you are about to write a Post that does not match your blog’s point of view (really, your desired client’s point of view), don’t post it!
Content
- Don’t be long-winded! People typically only read the first 400 words, any more than that and they may not read your post.
- Everyone love pictures! But to keep your website polished and professional, try to only use professional pics or at least really good ones. (Always credit the source of pics you borrow.)
- Post real weddings you have worked on.
- Every few posts, just do a link to a great new product or item for weddings. All-content gets tedious.
- Check and double-check spelling and grammar! Its all about the details!
- Do not use text-speak or slang. Speak to the reader at a High School level. (Normal everyday words, at the same level you would carry on a normal conversation with an acquaintance).
- Make sure all content is consistent with your blog’s “point of view”.
Mistakes people make with their blogs
- Not posting often enough. If you start a blog, and then leave it for months you are saying “I am lazy” not “I’m really busy and successful”, at least that is what the couple hears. Your reader subconsciously gets the impression that you don’t follow through.
- Not having a direction. A scattered blog makes people think you are scattered and disorganized. Not exactly a glowing trait for a Wedding Planner.
- Not putting meta tags on their pics. A lot of people find your blog through doing image searches. Make sure you are not using frames around your photos (Google doesn’t see past them) and that you are clearly naming your photos, eg. nautical theme wedding cake
- Not posting key words for each Blog post. Again, couples are searching for specific things, so think of what they might type into a search engine to get to your post. Try not to make each key word/phrase be longer than two words. eg. for a blog about “Wedding Ring Tattoos” we would post: wedding trends, wedding ideas, ring tattoos, alternative weddings, ring alternatives, wedding rings, alternative bride
- Blog and Website don’t match. The best blogs are ones that are integrated into the Website. Those who get their websites professionally made should be able to have a blog integrated into their website. Otherwise one of your navigation buttons should go directly to your blog, and the blog should just look like another page of your website. It should be seamless!
Remember copyrights!
- You can not copy other people’s blogs and post it on your own unless you have permission or their blog has a repost feature. You must clearly state where the post is coming from and link back to the original post.
- Borrowed Photos (photos you found by doing a websearch) must be clearly labeled with a link back to the original source. (Copyrighted photos need the owner’s permission before for you post them.)
- Any excerpt or quote you take from someone else’s blog, website or work needs to be properly sourced and quoted, with a link back to the original text.
Tip
When you are feeling inspired write a few blog posts at a time and schedule them to appear on your regular blogging days. We often have blog posts ready up to 2 months in advance.
Some unwritten blogging rules
- Never post on the weekend.
- Don’t upload every single blog post to your social media feeds, people will start to gloss over your posts.
Remember, if you aren’t going to work your blog, don’t even add it to your website!
Hope this helps,
Danielle
Leave a Reply