How Wedding Vendors Can Attract Ideal Clients Using Content Strategy

- You love all your clients… but let’s connect with more of the ones you like. -

You’re not going to walk up to just anybody and propose to them. Drop the knee. Pop out a ring. Get ready for life with a stranger.

Why not? Because this is your life, fam. You want a life partner that you enjoy, appreciate, and sync with. One who wants to go where you want to go. Who believes in what you believe in. 

Before you go merging train tracks with someone else’s life, you’d better make sure the ride is a journey you’re up for. 

You can think about your marketing this way, too. 

You might not want to market your wedding services to just anybody – throwing out commitment opportunities to any old passerby. 

You could stand to be a little choosy with your clients.

So how do you make sure you’re attracting the right leads? 

Carefully craft the content you put out there. Let’s break down how your content strategy can bring the leads you want to your wedding business. 

Draw on Your Location

For many wedding businesses, location matters. Some vendors travel, and some are fully remote. But lots are pretty tied to an area. 

For example, some elopement photographers will go anywhere with a couple. And some wedding planners put the whole day together from a distance. 

But your bridal boutique is in a building. Your venue is literally a building (and possibly some enchanting gardens, orchards, or ponds). You might have a limit on how far you’ll deliver floral arches. And you may or may not operate your wedding planning services from a brick-and-mortar headquarters. But you might prefer to travel within a certain distance to coordinate. 

Ways to make it very clear where you are: 

• Put your location in your social media bio.

• Clearly include it on the home page of your website. 

• Include it in your meta tags and SEO page descriptions on your website.

Ways to appeal to ideal clients in your desired area:

• Include regional keywords in your website copy.

• Blog about location-based wedding topics. 

• Feature real wedding blogs for your desired area.

• Tag vendors you collaborate with on social posts of styles shoots or real weddings.

• Feature local vendors on your blog posts.

• Guest blog on other local vendors’ websites.

It’ll waste your time and the leads’ time if you’re not attainable or relevant for them. Make sure they know where you are, quickly. Use your content to your advantage by drawing area couples to you.

Appeal to Ideal Clients’ Budget

No one wants to invest time and effort into engaging with a lead who will balk at your price. You want to work with couples who see your value and are happy to pay you for it. 

How can you attract those right-budget clients?

You can outright give some numbers. There’s some debate about posting your prices publicly on your website, so let’s review some pros and cons. 

• Pro: Clear pricing lets leads know exactly what to expect. They can disqualify themselves if you’re not a fit. They can duck out without bothering you with an awkward conversation. And right-fit clients will be affirmed that you’re a match for them.

• Con: It can be difficult to stick to firm prices when services are so individualized. Personalized quotes let you cater to each client. After all, circumstances differ — like time, travel, market prices, and research. 

• Pro: Set prices reinforce an impression of fairness.

• Con: Some professionals don’t want to reveal their pricing. You may not want to make that so accessible to your competition. Or your price structure may require frequent updating, and you don’t want to stress about maintaining your website. Maybe you want to save the price for a conversation, especially if personal connection is a strong seller for you.

• A middle ground: Some wedding professionals offer their pricing guide as a lead magnet for their email marketing. This way, leads can get price information if they want it. And you’re going to engage them with connection and value. That can do serious heavy lifting for you in the sales process. 

To post pricing or leave it off? Weigh the advantages and disadvantages to decide the best option for you.

You can also use your content to paint a price-tier picture for clients. 

For example, featuring real weddings in your blog and social media content will help them see what kind of work you do.

If all the couples you serve get married in the most expensive venues in the area, readers have a chance to catch on. You’re giving a strong hint that you’re in a high pricing tier. 

In the same way, maybe your couples purchase their gowns from more economical bridal boutiques. You present the image of being attainable for a lower price point. 

Your word choice can also have a strong effect. Use words like “luxury” if you mean it. But don’t scare off couples by making your services look out of reach, if they’re really not. 

Represent the work you do — and who you work with — as accurately as you can. This will speak to the clients who value you and can afford you.

Attract Couples with the Style You Love 

It’s not that you won’t do everything you can to make your client’s wedding the way they want it to be. But some styles light you up more than others. 

Maybe you can nail a posh garden party every time. Or maybe you can’t get enough of barn doors and lace.  

If you want to book more couples with a certain aesthetic — or be known in a niche — share that content.

Then the couples who love that will see you. They’ll know you’re the perfect vendor for their vision. 

Couples with a vastly different vision might still want to book you (because you’re awesome and all). But that shouldn’t be the content you promote the most.

How to promote your ideal client’s style:

• Spotlight real weddings. Highlight the parts you’re most proud of, the stuff you’d love to do again. And this doesn’t have to be just once. With strategic content release, you can feature the same wedding multiple times. If you do it smart, you can emphasize the work you love the most over and over.

• Feature styled shoots. You’re not always the primary designer here, so the final product might not always be what you want to work on every day. But you know there are some shoots that you dream about long after the photos are released. The shoots that reflect the type of project you live for — raise them high. 

• Give expertise related to the style you love. You can offer tips about how best to execute a certain aesthetic or element. You can update your leads on what’s new with trends. You can really go for the gold and discuss what works well to accomplish styles in your area, within your budget range, etc. That’s some real niche targeting.

Are you all about lilies this season? Post them. Do you want to be known for the top selection of slip-style wedding gowns? Play them up. Over industrial venues for a bit? Take it easy on featuring them if you don’t want to attract more weddings like that. 

To do the most with these content goals, post content multi-dimensionally. Clients get a thorough, pervasive picture when you curate content across platforms. Ideally, that’s your own SEO-optimized website, blogs, social media channels, and email marketing sequences. But do what you can. 

Connect with Clients on Your Timeline

Do you ever hear from leads who love what you do, but they want it about 3000x faster than you prefer to work? Sometimes it’s not that you can’t pull it off, but yikes! Is the stress worth the rush fee?

You can curate your content to target leads who are on the timeline you want.

For example, maybe you love the long game. You know that, given twelve solid months, you can coordinate a show-stopping masterpiece and still have time to sleep at night. Then let’s stress the benefits of a year-long planning season. Let’s explain what happens in each phase. Let’s normalize it and make sure leads know why that timeframe will be awesome for them.

Or if one of the big things that sets you apart is your quick turnaround time, hype that up. This will help you reach the clients you’ll most appeal to. Play up your unique advantage. 

How will you weave your preferred timeline into your content strategy?

• Share planning tips — with phases and timestamps.

• Mention the process of preparing your services when you describe real weddings.

• Discuss your creation and collaboration — including timing — when you talk about styled shoots. 

• State your timeframe outright when you post ads or promos.

• Clarify the timing clients can expect within your website copy. 

We want to present realistic expectations for what it’s like to work with you. Being clear and open about timing will help qualify leads. Let’s make sure this partnership is what you’re both looking for.    

Speak to Your Perfect Couple’s Involvement Level

How hands-on do you like your clients? It’s okay to have preferences. 

You might not turn down clients just because they’re going to be more or less concerned than you like. A little picky. Not giving enough opinions. 

But you can appeal to the couples you vibe the most comfortably with. 

Looking for super chill clients who want to hand it all over to you? Talk about:

• The relief they’ll feel when working with you. 

• How you’ve brought in perfect details to fulfill clients’ vision.

• Only one step at a time.

• Done-for-you service.

Looking for clients who will tell you what they want, so you know just what to do to blow them out of the water? Mention:

• The master plan.

• Your availability to them throughout the process. 

• How you’ve woven all clients’ wishes together into the final product.

You can even call them out. “If you’re not sure how to bring your vision to life, I’m your gal.” Or “When you know exactly what you want, we’re the team to exceed your every expectation.” 

Whether you thrive in creative opportunities or shine when you know what boxes to check, your content choices can speak to the perfect client.

Get to the Heart with Shared Values

It may be important to you as a wedding vendor to work with clients who share some of your values. 

You may want to work with couples who toss out stuffy traditions to focus on sincere love. Maybe you hold fast to religious convictions. You might embrace cultural diversity at the core of all your work. Maybe you want to partner with couples who want to support social causes with you. 

You can craft your content to speak authentically to leads with those values. 

In your content, consider:

• Loving on the social causes you support.

• Featuring faith-based wedding elements. 

• Hyping up weddings that bring cultures together.

• Showing off weddings with unique personal pieces. 

• Sharing your “why.”

These go for your social posts, blog articles, email sequences, and newsletters. You can incorporate your values into everything that connects couples to your services. 

If you put your heart out there, you let it call to those who will appreciate it. On the other hand, if you don’t make space for your heart, the ones looking for it may never find it.

Dream Clients, Here You Come

You want the perfect clients. The ones whose expectations and partnership style vibe well with you. The ones whose dream wedding is the project you dream about. The ones who want what you do best.

And the perfect clients want you. Clearly presenting yourself and your offer will help bring those right-fit couples to you. 

Want a holistic content strategy that speaks directly to your ideal wedding couples?

As a content and email marketing specialist who adores the good folks of the wedding industry, I’m here for you. 

Curating effective content requires research, intentional choices, and artful execution. It’s a lot. But you can wield that intentional content powerfully. 

Book your free consultation call here. Let’s create a content strategy for your wedding business – so you can connect with the perfect couples. 

Your ideal clients are looking for their ideal wedding vendors. Let’s help them see you as the one.