Most wedding professionals seriously underutilize their blog. The truth is, your blog can be one of the most powerful marketing tools in your arsenal. Your blog can do SO much more for you than just serving as a sort of portfolio. Your blog can actually attract your ideal clients and help you book them.
So, instead of just telling you that blogging is good so you should do it, I’m going to lay out why it matters. I’ve never been a fan of being told what I should do and I have a sneaking suspicion you probably don’t like it either.
1. Google loves it when you blog
More blog posts means that your site will have more pages indexed with Google which really helps your SEO. When you create new content Google comes back to your website more often and that really helps your search rankings. Google loves fresh content, in fact you are actually penalized for not creating new content. If you want more people to find you via Google search, blogging is the way to go.
2. You get to show off your skills
Writing blog posts, shooting videos and recording podcast episodes (whatever floats your boat, it all helps) all allow you to demonstrate how much you know about weddings which helps you prove that you are an expert in your field. Awards and testimonials are great but they can only do so much, and blogging give you a chance to show off your expertise instead of just talking about it.
Blogging also allows you to write content that is beneficial to your audience. Couples who are visiting your website will remember that you answered their most pressing questions about planning their wedding. That will set you apart from the pack. Most of your competitors are doing nothing but asking for people to hire them. By leading with helping people, you become a resource that people will turn to and naturally want to work with when they’re ready.
According to an unbiased survey of over 14,000 people married in 2011 by Splendid Insights, “More important than a website is an updated blog. Your website is your business card, the blog is the conversation. For example, 85% of Ritzy Bee‘s clients hired them because of their blog & then those clients refer via word of mouth.”.
3. It helps you build trust with potential clients
Blogging lets your potential clients get to know you at their own pace and show them that you’re not some weirdo scam artist. We only do business with people that we know, like and trust and your blog is a great way to allow people to get to know, like & trust you.
4. You get to showcase who you are to your clients to see if you’re a good match
If you were going to spend your entire wedding day and prep time with someone, wouldn’t you want to know that they are the kind of person that you’d like to be around? It’s very important to couples too. In fact your personality plays a huge role in why your clients decide to work with you over someone else.
We often think that purchasing decisions come down to logistics and price but really they’re all about emotion and relationships. You’re not right for every couple and they’re not right for you so your blog allows them to qualify themselves as an ideal client for you or let them know they’re in the wrong place. Either way it’s a good thing.
If you want to be a client magnet you have to acknowledge that magnets both attract and repel. It’s what they do and it’s what your business does when you show who you are and who you love working with.
5. It gives your social media a real job
Many wedding professionals use their social media profiles to tell people to book them and not much else. Your blog posts give you something helpful to share on social media to build your brand. You can easily break up a top 10 tips blog post into 10 separate tweets that link back to your post. That drives traffic back to your site where they can learn more about you, what you do and how you can help them.
6. It gives your potential clients a reason to stay on your site (or to come to it in the first place)
I hate to break it to you but no one is going to come to your site to excitedly read your services page over and over again. It’s just not how we use the internet.
However when you have interesting and helpful blog posts, your website visitors will spend time on your site reading it. This means that they will learn more about you and what you have to offer. It also gives them a reason to come back. This is critical for wedding professionals because couples spend a lot of time researching before making a decision to meet with someone. When your website has nothing to offer, they aren’t going to remember you.
7. You stay top of mind with your potential clients
When you position yourself as a helpful resource instead of just a service provider, you become much more valuable to your potential customers and they remember you. Your website visitors may not be ready to book you yet, but by giving them a reason to come back they remember you when it is time to buy.
Making decisions about who to hire for a wedding is a big deal and can be daunting to a newly engaged couple so they need time to research and figure out what they want. Couples do a TON of research before booking someone and providing them with content (like I do to you via this blog and email) reminds them who you are and how awesome you are.
So you can probably see why I encourage wedding professionals to blog, but I know it’s not as easy as just doing it. You’ll be unsure what to write about, how often to post, how to promote your posts, how to see what’s working. That sucks and it can deter you from creating this amazing marketing tool so I’ve created something to help get you started. Click here to download my Simple 5 Step System To Attracting Your Ideal Clients With Your Blog and get started today!