Social media is an enticing tool to court brides-to-be. (After all, it’s free!) But with 1.5 billion Facebook users, 316 million Twitter users, 300 million Instagram users, and thousands of bridal blogs available, the digital landscape is a very crowded place.
A blog post about wedding apps helps brides plan their big day and helps Heather Waits, of Bloomtastic Florist in Columbus, Ohio, connect with prospective clients.
If you want your brand to stand out to prospective clients, you have to make the message more about them and less about you, said Heather Waits, owner of Bloomtastic Florist in Columbus, Ohio, where she is scheduled to complete 180 weddings this year, with an average profit margin of 50 percent.
To write a post that triggers likes, comments, shares and — most important — consultation appointments, you need content that is beneficial, as well as interesting to the bride, Waits said.
Focus on providing a solution to her “problem,” which is finding a florist. Keep in mind the three major factors weighing on the bride: style, venue and budget. You can help her make a decision by sharing photos from various weddings sites in a range of styles and price points so she sees that you can create something spectacular, whether she can spend $10,000 or $800. Below her photographs, Waits always mentions the budget so brides can visualize how much flowers cost.
Other helpful posts include:
- Organizational tools: Wedding checklists and timelines give brides peace of mind as they juggle dozens of details. For a recent Bloomtastic blog post, Waits discussed mobile apps to help with budgeting, sharing photos and keeping vendors’ contact information in one place.
- Local information: What restaurants have the right atmosphere to host a rehearsal dinner? Where are the most picturesque spots in town for photos before the ceremony? These are details the bride will have to plan, and a little guidance goes a long way.
- FAQ: Take the time to address some of those questions you field over and over again (“I’m getting married in March. Can I get peonies?” “Will you move altar flowers from the church to the country club for me?” “What’s a look that’s timeless but also on trend?”)
You also need to develop a voice — and it shouldn’t be one of a shameless salesperson, Waits said, adding, “People do business with those they know, like and trust.” You earn those feelings by showing your human side.
How do you do that?
- Personal photos: those shot behind the scenes during set up, as well as those from your own nuptials
- A joke: Share something light-hearted, like this collection of clever signs that add a little somethin’ to the wedding (“A party without cake is just a meeting,” “Choose a seat, not a side, either way it’s for the bride!”)
- Motivational quotes: Help the bride keep perspective when emotions run high. Try: “A wedding is a party, not a performance. If at the end of the day, you are married to the one you love, then everything went perfectly.”
“Through social media, you have a huge advantage to humanize your business,” Waits said. “And then potential clients will feel like they already know you before hiring you.”
Want more ideas of what to post? Check out Waits’ recent blog post, “20 Ideas to Attract New Clients!” here.
For detailed advice on marketing your wedding business, booking more brides and keeping costs low, be sure to catch Waits at Be a (Profitable) Bride Magnet during SAF Amelia Island 2015.