Low cost ways to market your wedding venue
There are so many free or low cost ways to get your wedding venue “out there”. Below lists a mixture of free and paid options which you should consider when promoting your business.
FREE MARKETING ACTIVITIES:
PR
Do you have a newsworthy story to brag about? Have you just won a prestigious award or do you have an article that journalists would like to snap up? Look at recent news stories and see how your venue can link with those. Keep it up to date and media outlets will love it! Don’t just head for the usual wedding mags/blogs try newspapers and lifestyle magazines too – wherever you think your ideal client is hanging out. This also includes TV and radio (if you can!). If you have been featured in a glossy mag, in the Times or on the BBC then shout about it from the rooftops. This type of social proof will help prospective clients warm to you as they know they can trust you as an expert.
500 million people each day actively use this platform and because of the visual nature of site many engaged couples use it to search for ideas and suppliers. It’s really important to have a consistent Instagram presence. Content that gives value to your ideal client is the best but you can post tips, testimonials, sneak peeks, inspiration and you can even sell on it once you’ve built an audience. Make sure you make use of hashtags (I have a masterclass on this in my members’ club) and insta stories too along with engaging with other profiles.
Pinterest is a search engine. I would say that most couples use this tool to gather inspiration for anything design led and creative for their big day. It’s one of the first places they may head to after getting engaged (if not before in some cases – I certainly had a secret board saved before getting engaged!). Again consistency is key here and making sure you’re posting content that your ideal client wants to see. I have a masterclass all about how to use pinterest in my members’ club.
Facebook is great for lives, creating events and giving people value. Mix it up though and try not to use the same content from Instagram.
I don’t use Twitter for my wedding business – it may work for some of you but I find it more b2b and opinionated. I think if you’re going to focus on just a few social platforms then I’d say Instagram, Pinterest and Facebook are your friends. Best to get a few nailed instead of doing them all averagely. If it works for you though that’s great!
SEO
One of the most important activities you need to do be doing is getting your website which is your shop window found online. If you use a wordpress site, install Yoast. It’s a really simple and effective way of ensuring that key words are included in the correct way on your site. Squarespace and other platforms have integrated SEO tools to use. There is a knack to it though but once you’ve got it, you will find the majority of your enquiries coming from your website.
Word of mouth
Arguably one of the most effective ways of marketing. If you do a good job and provide your cients with an outstanding customer experience then they will gladly talk positively about your business to others and referrals and word of mouth marketing begins. So keep up the standards, it’s so worth it!
Show rounds
Although not a direct marketing activity, it’s your one chance to sell your venue to a captive, interested audience. I will be offering a free challenge in September to help with gaining success and bookings from this very important part of your venues selling process. Watch this space!
I’d say this is a platform that works well b2b but it’s great for posting jobs and finding other businesses to work with. Also if you run corporate events this is a must for you. Posting question led, value content is important here.
Blogging
One of the best ways to improve your SEO and show yourself as an expert. It can get left to the bottom of the pile so batch write a couple at a time. Twice a month would be great – that’s 24 articles per year. You could write about trends, real weddings, suppliers you work with, guest posts/interviews, top tips, so much!
Guest blogging
Ask your preferred suppliers or other businesses that align with yours if you can write a guest blog about a particular topic. Make sure you have a call to action at the end.
Photo shoots
Although photoshoots can be time consuming and stressful, if someone else is organsing then this won’t be as bad. Usually a planner/set of suppliers may approach you about working on a collaborative project. Make sure the theme aligns with your brand before accepting and make sure you’re clear about what photos you’d like from the shoot and where it’s being pitched too in terms of blogs and magazines. The photos can be showcased in the media and also used on your website and social channels.
Email marketing
Often overlooked and underutilised, a solid email database can be really useful when nurturing clients. From providing them with monthly newsletters, free advice and invites to events – don’t underestimate this channel just make sure you follow GDPR guidelines when obtaining personal data.
Free directories
Get yourself listed on free directories – only ones that align with your ideal client/brand though. A fantastic free directory would be Bridebook – get yourself listed!
Signatures
Promote your latest event or offer in your email signature!
Linking with preferred suppliers
These suppliers are your cheer leaders and should give you praise and recommend you to clients.
Testimonials
Get in the habit of obtaining feedback post wedding from each couple and posting it absolutely everywhere, from sentence snippets on your website, to stand alone posts on social media. If you can ask for video testimonials - this is even better!
Google business
Get yourself a Google Business account which will show up when people put in relevant search terms.
Facebook Groups
Join wedding related Facbook Groups within your local area and comment on posts to give value. Don’t sell in these unless you are allowed to.
LOW COST MARKETING ACTIVITES:
Copy
Hiring in a good copywriter will really make your text sing! You’ll stand out and your website will not only look the part but will draw in your ideal client further.
Networking events
Make sure you get out and about. Networking breakfasts or lunches can range from £10 - £25 per session. Talking about your business on a face to face basis shouldn’t go a miss.
Open days/showcases
Hands down one of the best methods of showcasing your venue - the open day! Hold between 2 - 4 per year and ensure that each couple stepping through the door gains an experience. You might spend around £1000 on food, drink, staffing costs but the return on investment makes this massively worthwhile.
Directory listings
Have a presence on directories. My favourite free platform is Bridebook. These directories have great reach and get couples finding you.
Hard copy literature
Brochures are a great visual resource to give your clients. Make sure you take into consideration the design elements and the printing costs.
Banners
Eye catching road side or gate side banners are really effective at promoting any offers or events and can cost as little as £50.
Signs
Using clear signage in your local area about your venue can work well. Make sure you obtain permission from the council or landowners.
Website
Having an easy to navigate, eyecatching website with fantastic photos/videos is so important. Getting this part professonally designed, hosted and formatted is key. Make sure you can edit and have full control too.
Facebook/Instagram ads
Facebook and Instagram gives you the ability to really target your ideal audience and it’s really affordable too. Give it a go!
What out of the above gives you the best return? Get rid of any marketing activity that’s just not working for you. It’s really important to analyse how each source is working for your venue and don’t be afraid to change things up!