Lead Magnets for Wedding Pros: Your Key to Couples’ Inboxes
So you’ve heard about the power of having your own email list? Want a little slice of that yourself?
You know, getting to connect with couples in their inbox – rather than just hoping they don’t forget you. Sending timely, targeted messages to couples who are weighing their options. Giving couples a chance to feel known and cared for. Showing the difference you’ve made for others planning their big day – and the difference you could make for them.
Oh, and testing out the marketing channel boasting an average 3600+% ROI (return on investment).*
Yeah, it could be worth a shot, right?
If you’ve thought through it much, you may have landed on a question: why would couples join your email list in the first place?
This, my friend, is where a lead magnet comes into play. Let’s discuss.
What Is A Lead Magnet?
The short version is that it’s your “in” to couples’ inboxes.
It’s your ticket. The key. An invitation you write yourself that lets you keep talking with leads.
A lead magnet – or opt-in freebie – is valuable content that you give away in exchange for someone’s contact information.
You give something away for “free,” sort of. Couples’ contact information is a sort of currency.
It’s super valuable to you because it lets you intentionally, personally market to them on an ongoing basis. And that info can be precious to couples because, let’s face it, we don’t want just anybody clogging up our inboxes.
Typically, the only information you ask for is their first name and email address. The lower the barrier, the more likely leads are to act.
You might toss in a drop-down or yes-or-no checkbox in some cases. For example, “Are you interested in [1] Destination wedding planning [2] Destination wedding consulting [3] Not sure?” You know, something to help separate your email audience. That will help you meet their specific needs later.
Use extra questions with care, though. It doesn’t take much for something to feel “too hard” and not worth the couple’s effort anymore.
Why Do You Need a Lead Magnet for Your Wedding Business?
Need is a strong word. You can make it without a lead magnet.
But think about the term itself here: lead magnet. Its purpose is to draw potential customers to you. If it works, that’s pretty solid business advancement, am I right?
Sometimes, people will be so interested in you (or so free with their email addresses) that they sign up for your newsletters regardless. With no promise from you whatsoever. They’ll think you might send them something worthwhile, but if not, no biggie.
So you might get a few couples to sign up for your email list just because. Don’t get your hopes up for many of those, though. And, honestly, do you want leads quite that lackadaisical?
But compare that persuasion power (pretty low) – and the caliber of that audience (questionable) – to this next option.
What about couples who are searching for answers, and discover your ebook? What about when they’ve been racking their brains, and it looks like your content might just finally solve their problem? Now who’s a hero? Now who’s a clear contender for the wedding vendor team of their dreams?
*Cough.* It’s you, friend. You solve the problem; you’re the hero.
You want to make this a mega-valuable exchange for couples. They need to see your freebie as worth giving their email for. Then they need to love it so much that they want more of you. Which they will, of course, have to pay for.
How to Choose a Lead Magnet for Your Wedding Business
Now, how to pick the best opt-in freebie for your business? First, let’s talk styles, to give yourself a picture. Then, we’ll dive into content.
Freebies – or lead magnets – are often PDFs. That’s pretty standard. These can include ebooks, checklists, cheat sheets, and the like.
But some are quizzes, email series, discounts, bonus offers, entry into a drawing, special access to social media groups, and more. As long as you can deliver it by email (or some other immediate way) and feel comfortable giving it away, the sky’s the limit!
Now, for content. Here’s where strategy picks up.
You need to deliver something your dream couples really want. This is for multiple reasons.
Couples have to want it to exchange their email address for it. Otherwise, it won’t do any good.
When it appeals to the right couples, you know your ideal clients are on your email list.
You want your freebie to attract your dream couples – not just anybody, but the couples who are perfect for you. They’re the ones you are perfect for, too.
To speak right to them, think of their struggles. In marketing, we often call these “pain points.” What are your ideal couples struggling with? What’s hard or confusing for them? What do they want? What do they need?
Now think about you. What can you give to help with one (or more) of those struggles?
If you can, take it a little further. What will show them that you have their solutions, but only give them a taste? What will leave them happy but desperately wanting more?
When your lead magnet does those things, you have a winner.
Example Lead Magnets
It can be hard to think about a winning lead magnet without examples. Let’s check out some options for different wedding business owners.
Example Lead Magnets for Wedding Planners
Quiz: Is Full-Service or Partial Planning Best for You?
The Ultimate Destination Wedding Planning Timeline
What NOT to Leave Out of Your Wedding Day Emergency Kit
Planner or Day-Of-Coordinator: Decision Making Flowchart
Our Top 5 Tips to Make Your Wedding Completely “You”
Example Lead Magnets for Wedding Photographers
THE Wedding Shot List: Every Photo You Can’t Leave Out of Your Gallery
Pro Tips for an Epic Engagement Session
Your Complete Guide to Wedding Photography Aesthetics: How to Know What You Want & Ask for It
Example Lead Magnets for Bridal Boutiques
Wedding Dress Shopping Cheat Sheet: Where to Go, What to Bring, and When to Buy
Expert Tips: How to Know a Dress Is “The One”
Quiz: Which Wedding Dress Style Will Show Off Your Figure the Best?
Example Lead Magnets for Venues
5 Transformative Ways to Personalize Your Venue Space
The Complete List of [City]’s Best Wedding Vendors
Quiz: Indoor, Outdoor, or Combo — Which Venue Space Fits Your Wedding Vision?
Example Lead Magnets for Wedding Florists
Guide to [Area] Wedding Floral Blooms by Season
Ultimate Glossary of Wedding Floral Terms
Complete Wedding Floral Checklist, From Traditional Expectation to Ultimate Personalization
How to Budget for Wedding Flowers: A Calculator Tool
This is nowhere near an exhaustive list of options. Your opt-in freebie should be strategically chosen for you, your business, and your dream couples.
Book a free consultation, and we can talk about creating one specifically for you!
A Controversial Lead Magnet
I want to take a minute to discuss an opt-in that I have mixed feelings about.
I have seen some wedding businesses offer their pricing guides in exchange for email addresses.
Pros:
For businesses who feel wary of posting prices to their website, this exchange provides an alternative.
You know the leads on your email list are interested enough to want to know how much you cost.
Your pricing is definitely valuable information.
If you’ve addressed price generally on your website – such as through your most popular packages or by mentioning the wedding percentage you charge – this can be a good place to dive deeper. A brochure can break down more specific situations for couples. Think bulleted lists of what’s included, charts showing price breakdowns, etc.
Cons:
If this is the first time couples see any hint of your pricing, you might end up with lots of curious couples on your email list – who can’t afford you. They’ll figure it out when they see your prices, but you won’t know they’re not a fit. Unless they unsubscribe themselves, you could be wasting your efforts nurturing a huge email list of couples who will never book you.
Some couples might be aggravated that they can’t see pricing without giving you their email. A bad taste typically doesn’t help sales.
A pricing guide helps couples understand how much you cost. Unless done really well, it probably doesn’t play up how incredibly valuable you are. Compare this to a super-informative guide, a complete planning template, or an inspiring look book. In sales, you don’t really want the focus on price. You want your benefits to be so irresistible, such a perfect match for the couple, that paying your price becomes a no-brainer. So, ideally, let your freebie show how much you can offer them, not just how much they’ll need to fork over to you.
So, take that for what you will. Lay out your own reasoning. And if you’re using a pricing guide as a lead magnet/opt-in freebie, I’d love to hear your take!
How to Implement Your Lead Magnet
Now, what to do with this super-valuable, mega-enticing content?
You’re going to want a prominent opt-in form. That means a website pop-up and a site header or footer.
It means hyping it in your blog posts and on relevant website pages. It could mean social media ads, but definitely organic posts. Make it can’t-miss.
Now that your lead magnet is everywhere, make sure you sell it.
What? This thing is free; how much selling can it need?
Remember how couples’ email addresses are currency? Savvy couples still need a reason to trade you their contact info. You’ve got to show them it’s worthwhile.
So you want compelling copy here. Lay it out for them: What pain point(s) will your freebie help them solve? How will their wedding prep journey be better because of the content you’re offering? Why is this “gift” such a steal?
Set them up with a perception of the mega-value that you offer from the very beginning. And let that “wow!” factor carry them through to the end.
And remember what we said earlier about making the form low-barrier? Make it as simple and straightforward to fill out as possible. Too elaborate or confusing, and couples may decide it’s not worth their time, even if it might have been worth their email.
Once they hit submit, you should have your email service provider (ESP) programmed to send the freebie automatically. If everything is set up correctly, it should be *click* and delivery! Easy peasy!
How to Follow Up With Your Email List
My favorite part. (Okay, so I have a lot of favorites with marketing wedding businesses.)
A lead’s opt-in should trigger a welcome email sequence. This is gold. Do not neglect the power of your welcome sequence!
The welcome sequence really deserves its own blog post, but it should do these things:
Greet the reader
Deliver the freebie/lead magnet
Acknowledge where your reader is coming from (ex: struggles, what life is like…)
Validate what your reader wants
Position your offer as the solution
Share social proof (testimonials, case studies, etc.)
Provide an easy response (ex: book you, purchase, etc.)
In some cases, set expectations for your continued communication
I said it’s golden. That’s because you’re meeting leads while they’re most interested, most eager, and most likely not committed to another option yet. (You know time is ticking!)
Your welcome sequence is [only] going to be powerful if implemented strategically and skillfully, so please take this into consideration. The return here can be very high.
From here, you can loop leads into your regular newsletter list.
Newsletters can be powerful because:
You’ll stay top of mind for couples who are shopping on a long timeline — or who find themselves surprisingly needing you later on.
You can promote openings, promotions, and special events.
You’ll continue to build trust, familiarity, and desire with leads.
You can promote blogs or other content (good for this lead connection & your site overall).
So I wouldn’t neglect newsletters, by any means.
But I would prioritize a compelling welcome sequence, 100%.
Conclusion
A well-executed lead magnet will draw in your ideal customers. If your content looks like a win for them, couples will happily give you permission to keep talking.
When couples give you permission to keep talking, by golly, you’d better take it. When you’re in, it’s your ticket to nurturing a relationship.
Then you can meet couples in their inbox – instead of relying on them, busy and inundated as they are, to remember you and try to figure you out.
When you create a powerful lead magnet, it will show your expertise. It will demonstrate your care and helpfulness. And it will open that door to continued conversation.
All while positioning you as the solution couples are looking for, right from the start.
Want to try it yourself?
We’re all about connecting amazing vendors with perfect-fit couples here. So the lead magnet that speaks to your ideal clients? Here for it.
Book your free consultation today, and we’ll create a customized lead magnet that brings you and your perfect couples together.
It’s time you got into that inbox, friend.
Sources:
*https://www.constantcontact.com/blog/what-is-the-roi-of-email-marketing/
