Last week we talked about the most important piece to running a wedding business: your foundations. As a quick refresher:
Who you serve (your ideal clients) leads to —> your why, which leads to –> your messaging, which leads to –> your strategy for marketing to them.
Now we are in week two, and this part of the house building is my favorite. Which I would not have told you was the case 10 years ago.
Because 10 years ago, I was co-opening a bridal boutique + wedding planning company in Savannah. I was fresh out of college, $100K in debt with a business loan, and felt I could take on the world.
What I cared about was the pretty stuff. The branding. The logo. The window display. The dresses. The accessories.
But now? It’s all about the strategy. And you know what you start with when creating a strategy?
And how do you track this?
Now, before I lose a few of you to the “Numbers are not my thing group,” just hear me out. Numbers used to terrify me. I struggle with math (like, I barely passed Algebra 1 in college, and it took multiple tries to struggle). But data doesn’t scare me. Because data actually paints a picture.
The biggest place to start is your website (which we will go over more in a few weeks). Google Analytics is a free tool that, while a bit complicated to learn at first, should be your business BFF.
It tells you….
I love backing everything up with data and real client case studies! So here are two recent examples of how data and strategy helped us grow our clients business.
1) We have one client who posts on Facebook from time to time but does not realize that she has hundreds of visits per month from Facebook! So when we started building a Facebook strategy, we got her more bookings from people who found her there. In fact, she gets more website traffic from Facebook than from Instagram – 3x more!
2) We have another B2B client (a wedding educator) client whom we do a variety of tasks, including email marketing.
First thing first, figure out your goals and objectives!
What is the goal of your digital marketing efforts? Is it to get more clients/leads? To gain more publication exposure? Is it to raise your prices, and be a more luxury service? Or is it to book 50 weddings a year?
Whatever it is for your business, you must get clear on your goals and objectives. Take time to look at your goals for 2024 and even 2025.
When tracking your goals, be specific.
If you are looking for more clients in 2024, make that an exact number.
Or, if you want to have a large publication feature, be specific on what magazine or blog you want to be on. The more specific you are, the easier it will be for you to track your goal.
Once you have your goals in place, take a look at your KPIs (key performance indicators). These will be the metrics you use to keep track of your goal.
If you are looking for more clients, you might want to focus on Google Analytics, and driving traffic to your website. In that case, you would want to increase organic traffic with SEO updates, and consistent blogging.
If you are looking to increase your pricing, you will want to track where your current pricing is and determine the scale of how you will increase pricing. Will it be with every booking? Or a single price jump? Will you add more items into your packages, like albums, or offer more coverage (for wedding photographers, of course!) Look at what metrics will align with your goal and objective, and start keeping track of the numbers.
If you are ready to take your wedding business to the next level, we can help! We work with wedding professionals, vendors, and educators who are ready to level up and stand out from the competition. We work with limited clients each quarter, so reach out today!