I’ve heard it countless times over the years, and I’ve been hearing it a lot lately, so it’s time to have a little chat…
“Well, I’m booked solid, so I don’t need to market my business anymore.”
I think we all know that here at ELD we’re passionate about marketing and helping wedding pros market their business to brides and grooms. But before I get into anything, I need to mention what the term “marketing” entails:
Marketing (n): the action or business of promoting and selling products or services, including market research and advertising.
In the world of being a wedding pro, “marketing” would include advertising, social media, personal connections, styled shoots, getting published, and your own blog posts.
Marketing should be an ongoing process. It’s not something that you do when business is slow, and it’s not something you stop when business is good.
You may have heard of the concept of “marketing touches”. This concept says that it takes several “touches” for a person to make a purchasing decision. These touches include the items that I just mentioned above, and they can take place over days, weeks, months, even years. The truth of the matter is that you never know who could be on the receiving end of a marketing touch. This is why you must never stop marketing your business and sharing about what you can offer people.
I’ve fallen into the trap before. I’ve gotten busy, and not shared a peep about what I offer. And you know what? I don’t get inquiries or make any sales. But when I do share every so often and on a regular basis, the inquiries and sales stay consistent. I want to hit myself over the head each and every time I fall into this trap- because believe me, it’s so easy to fall into!
And I’ve seen this happen to wedding pros as well- it’s a cycle really. You do some advertising, participate in some styled styled shoots, and stay on top of their social media and submission game. Then you get lots of bookings, get really busy, and stop everything. And then about a year later, after you get through that busy season, you hit a lull, and wonder what happened. And it breaks my heart, because I know exactly what happened, and that it could have been prevented. Because the thing that you aren’t realizing is that all of those things you were doing, they all played an integral part in getting you to that “booked and busy” point, and when you stop them, the results they yielded are also going to stop.
When it comes to weddings, things happen in the long term, and they happen continuously. Couples get engaged all the time. Sure, there is a popular “season” for engagements, but it’s not a hard and fast rule. I’m sure many of you book couples all throughout the year. It’s proof that you never know who is going to be looking for you and when.
You must stay continuous with your marketing efforts, regardless of how booked you are at a particular moment in time.
And I get it. I know it’s hard to continue doing all of the “marketing things” when you’re busy. But it is an imperative aspect of running your business, and there are also routes you can take that will make things a little easier for you…
- Choose a marketing/advertising service that will do some of that marketing for you. (Shameless plug: we do that with our V List Members!)
- Add submission prep into your workflow for each wedding.
- Carve a few times out in your year to do styled shoots and put them on your calendar.
- Make sure to attend a few networking events throughout the year.
- Consider contracting with a service to handle your submissions. (I highly recommend The Tailored Submission!)
- Use a program that makes it easy to create a “schedule” or “library” for your social media content. (I would recommend looking into CoSchedule for Facebook posts, and Later.com for Instagram!)
So friends, I implore you- please don’t fall into the “booked and busy” trap! Make sure you’re taking the steps to keep your marketing continuous so you can ensure you’re continuously reaching potential couples!