As 2020 comes to a close, now is the perfect time to look at how you are presenting your business online. In this time of reflection, consider what new offerings and challenges the pandemic and social unrest has brought to your business. In this post we present a few ideas on how you can set reset, refresh, and set your business up for success in the new year.
Be More Inclusive
This year has taught us all to take a more serious look at how inclusive our businesses are. A simple way to assess your brand is to look at the language on your website. Go through your website, social media, and online business listing to update and refresh your text. Look to change the wording to include more gender-neutral terms. For example:
The Bride and Groom to The Couple
Bridal Party /Bridesmaids / Groomsmen to Wedding Party
Maid of Honor / Best Man to Honor Attendants
Even using terms like "Ready Room" instead of the traditional "Bridal Suite", while subtle, will be noticed right away. Some wedding pros take the approach that they don't work with same-sex couples, or they are not their target market. However, many couples out there who are allies or who may have LGBTQ+ family members will take notice of the inclusive language, or lack thereof on a wedding professionals' website.
Re-Consider your Offerings
Chances are, you haven't taken a good look at what you include in your services in quite some time. During the pandemic, many wedding professionals have added on new packages as they have reinvented themselves. Adding these new packages to your website, promoting them on social media or blogging about them may help you get some of those much-needed client bookings!
Be sure to also take a long look at your package pricing. Much like outdated website text, your pricing may need an update. Offering and package adjustments, industry awards, stellar client reviews, and continuing education are all good reasons to consider a price increase or even offer discounts.
When was the last time you swapped out photos on your website? If you have collaborated with more experienced wedding professionals over the last few years, you may have garnered some clients that have had those bigger budgets you've longed for. Additionally, if you got the chance to design a wedding at that incredible new venue in town, you may want to showcase these accomplishments on your site. The right photos, tags, links, and hashtags can also connect you with other highly visible wedding pros.
Couples who see themselves featured on your website or social are usually more likely to write you a review, comment, and share the posts with their friends. On the other hand, couples who do not see themselves reflected in the images in your online presence are likely to move on. Showcasing couples of color, multicultural, multi-ethnic, and same-sex couples show couples the diversity of your couples.
Blog a Bit
Blogging is one sure way to help your website's SEO – however, it is also a way to showcase your expertise and make connections. Writing a 'best of' blog about some incredible local venues, the top floral designers, or even bands, can start a relationship you've wanted to cultivate.
Another example; you may have never had the opportunity to help a couple design a traditional South Asian wedding. But, you may have assisted a decorator or taken specific classes. Blogging about, and including South Asian weddings in your website presence could be a way to get your foot in the door.
You might be amazed at the growing number of couples who forego searching websites and head directly social media. Not only can they see a pro's work at a glimpse- but they get to see comments from the friends and family of past clients. Knowing how to tag team members, fellow pros, and even clients can aid in brand recognition and build great community around your brand. Remember to be consistent with posting though – no one watches the news if it is the same every time they turn the channel.
Ensuring your site and social media reflect your brand is a wonderful way to ring in the new year. Start the new year off on the right foot!