When it comes to promoting your wedding-based business, learning to master social media is a must. From Facebook, Instagram, Twitter, and beyond, figuring out how to best utilize your pages can have a genuine impact on your company’s bottom line.
“Most planners and vendors go wrong on social media because they think of their feed as their portfolio, not their storybook,” says Aleya Harris of Flourish Marketing. “Like any good story, your feed needs to include what your character (or ideal customer) wants, the problem that gets in the way of their desire, and how you will use your expertise to guide them towards success and away from failure.” We gathered some important dos and don’ts to get you on the road to social media success!
Do: Be authentic
As Mariah McKechnie of Northland Special Events points out, couples want to connect with vendors, not feel like they are being "sold to." Think about the content that grabs your attention and post more of that on your own pages.
Don’t: Skimp on hashtags
Hashtags are search tools, and proper use can increase the visibility of your content, so Harris recommends including the maximum number of hashtags (30 on Instagram) on each post in the first comment to better attract your ideal audience.
Do: Make sure your images are eye-catching
The photo you use for your post is the first thing followers will notice, so you want to make sure it’s something that will make them stop scrolling. Think about aesthetic, innovation, and brand when choosing images.
Don’t: Just use a caption
Social media’s primary purpose is to build lucrative relationships—and you can’t do that with quippy captions and a few emojis, notes Harris. Be sure to write a captivating caption of 50-200 words that articulates how you are a helpful expert for your ideal client.
Do: Ask your client’s permission before posting
McKechnie includes a clause in all contracts that gives her company permission to use a client’s images, with permission and credit from the photographer.
“Of course, we respect their privacy if they do not want their images shared and amend the contract based on their desires,” she says.
Don’t: Post too often
It's a fine balance between staying relevant and active and bombarding followers with constant social media posts, which runs the risk of turning people off. McKechnie explains that she aims to post three times a week to the company’s feeds and then daily to its stories.
Do: Schedule your posts in advance
Create a month of posts and schedule them using a tool like Planoly. Getting organized will help you stay consistent, build trust, and see more steady growth, says Harris.
Don’t: End with a thud
Always make sure to end each caption with a call-to-action that asks your followers to take the next step–read a blog post, take a quiz, schedule a call, etc., says Harris.
Do: Takedown anything that causes drama
“At the end of the day we are a business and we only want to cultivate positive interactions with our content. If a client didn't like a post that they were in, we would also respect their wishes and delete it.”
“We would absolutely pull down any content that was ultimately controversial or garnered negative attention,” explains McKechnie.