Advertising Your Wedding Business

By: Nicole Natassha Goulding of Chic by Nicole

Marketing your business is definitely a topic we hear about a lot nowadays. With COVID having all but brought the industry to a standstill, attracting your ideal client and converting leads has never been more important to wedding professionals. Advertising is a key marketing activity and I wanted to list some important tools you should utilizing advertising to promote your brand.

Has anyone watched the show Mad Men? The depiction of advertising in its early stages is a far cry from the tools and resources we have available to us through a stroke of keys on our keyboards. While there are many great options for businesses owners, for the purpose of this article I’m going to focus on the three ways you should be advertising your business.

Google

Google is such a powerful force in the Internet space. Where do most people start when looking for anything? Most likely, Google! Google Ads allow you to use a set a list of keywords that represent your business and will display them (depending on some other factors) when people search. They will usually land you at the top page of a Google search or at the bottom when people are clicking “next” to switch pages. Google ads are easy to set up and you can determine the budget you want to spend daily or monthly. The tools on the site also provide you with a recommended spend based on your competitors.

Using Google Ads is a surefire way to get your business seen when words like “wedding planner” or “wedding planning” are used by people in areas you determine. Although the ads may not be the prettiest due to them being text only, you only pay when someone actually clicks your ad and gets directed to your site. It’s a win/win.  

Site Memberships

Being an advertiser with a wedding magazine or blog can provide you with multiple advantages. In addition to targeting your ideal base directly, some sites will use their platforms to promote your business in addition to providing you with an online listing. As an added bonus, there may also be a camaraderie that is developed between vendors advertising on the same site. Whether collaborating on an editorial or shoot to attract your ideal client, being a part of the same trade shows or simply cheering each other on when you reach milestones. It is also important to note that some sites will lead to brand establishment and not necessarily client leads, a very important consideration.

Advertising on international sites, unless you are a destination planner, may provide your brand a bigger footprint outside of Canada but not many leads. Some memberships will also provide a print feature in their magazine once you subscribe to be an advertiser. Generally speaking, the more exclusive the site list the higher the price to advertise. You can pay yearly or monthly and the benefits change depending on the package you choose. 

Social Media 

Social media advertising may be the most familiar method to most wedding professionals with an online presence. Whether Facebook, Instagram or Pinterest – social media advertising has a powerful way of amassing new followers, as well as potentially attracting new business.

Pinterest and Instagram can probably use a whole article on their own, but the important thing to note is that by advertising on each platform you will gain different benefits. While Pinterest is great for brand establishment as well as growing your following, it may not be the best at converting leads into actual sales for wedding services. Pinterest ads are shown in widespread areas. Most couples aren’t frequenting that platform to book vendors, but instead to gain inspiration for their big day.

Facebook and Instagram have now partnered and show ads on both simultaneously on both platforms based on their algorithm. Once placed, an ad can potentially be seen in a variety of places such as stories and in newsfeeds.

Something to note: Some wedding professionals may advertise through Facebook Groups instead of using paid ads. While I don’t necessarily suggest using that as your only means of marketing – the advertising I refer to in this article are paid ads through the Facebook platform.

In Conclusion

Whether you’re brand new to the wedding industry or a tried and true veteran, these three advertising methods are stellar ways to attract your idea clients as well as increase your brand footprint. Using a mix of options can provide you with a great starting place or strategic pathway to increasing sales. They also establish and maintain your brand presence online. When allocating budget to advertising, ensure you diversify or hone in on the method that would meet your short term and long term strategic business goals.

Nicole-Natassha Goulding is the Creative Director and Lead Planner of Chic by Nicole Wedding + Events. Having had a profound love for curating events for friends and family, Nicole established her atelier in 2015. Known for chic, timeless and refined styling, Nicole-Natassha infuses her passion for fashion and interior decor into her design and execution of events. Named one of Martha Stewart Wedding’s “Black Planners to follow”, Nicole has had her work shared and written for publications such as: Wedding Chicks, Style Me Pretty, Carats and Cake, WedLuxe and many more.