CONNECT WITH BRIDES DIGITALLY AND INCREASE YOUR WEDDING SALES
Building your wedding business is about reaching engaged couples in your local area. In this article, we provide guidance on using three digital marketing channels: your website, social media and bridal services such as TheKnot.com and WeddingWire.com.
If you’re a florist with an existing website, your immediate strategy is building and customizing a wedding subpage of your website – the URL would look like this if I owned a shop: www.renatosflowers.com/wedding-flowers. This process may be technical, so recruit your web developer to create this page.
Also ask the developer to edit the html tag of this subpage to read: “Wedding Flowers| Bridal Bouquets, Corsages, Boutonnieres, Centerpieces | City, State.” We propose the following as your html tag: “Let our professional florists at (your shop name) make your wedding day truly special with beautiful flowers! Visit us or call for a consultation.” The reason these html tags are important is this text appears in Google search results. Also, keywords in the title weigh heavily in Google’s RankBrain algorithm to contribute to rank position.
Additional content to add to this page are churches and wedding halls, local country clubs and other reception venues. Include full address, contact info and provide a link to their websites. Be sure you tell these businesses you are doing this and ask for a reciprocal link. Brides conducting searches for these venues and for “wedding flowers” should find your page in search results.
Another surefire way to increase your website relevance is writing blogs about weddings you’ve done. Write about the venue, the colors and flowers you used, whether the décor synced with any trends popular in the marketplace, as well as design detail and inspiration about the floral pieces, and whether the couple provided you any guidance on styles and more. Don’t forget to always take lots of photos and even do a video tour.
Blogs on your website populate it with relevant keywords brides use in searches. Photos in your blogs will populate image searches as long as you place keywords in the ALT tag. Google loves content, so make it a habit to post a blog after every wedding or event!
TAG IN FACEBOOK, INSTAGRAM AND PINTEREST
We also advise inserting as many keywords as possible in social media using #hashtags since search is the number one feature used in all these platforms. On Facebook, Instagram and Pinterest, all you need to do is place a # in front of any word to create the hashtag. Highly searched hashtags to include are: #weddingflowers #handtiedbouquet #boutonniere #weddingcorsage (you get the idea).
Facebook includes another tag device called Facebook tagging. You can tag people, places, pages and more just by typing the @ character then start typing the page or person. For example, if you did the flowers at Deerwood Country Club, you can type @Deerwood Country Club…a drop-down will appear with a link to their page.
Why is this important? Once you create this tag, Deerwood Country Club will be sent a request to add your post to their page. So be sure to Facebook tag all the venues in your posts in which they are featured. The moment they approve the post, it’ll be in their timeline and shown to all their followers/likes!
INVEST IN THEKNOT AND WEDDINGWIRE
You may be aware that TheKnot and WeddingWire, who were once competitors, agreed to say “I do” in a merger announced last fall. However, as part of the agreement, both will continue to exist as separate brands into the foreseeable future. Between the two, they boast close to 30 million users – we’re sure there’s overlap but that’s still a big number.
Essentially, both serve as hyper search engines with focus on connecting those engaged with wedding vendors, but only if you pay for a listing. Worth it? Results may vary but we recommend it’s worth a try. Check out the benefits by visiting the following links:
Beyond the initial monthly fee, you’ll be asked for premium placement and other paid services such as email and print marketing. We recommend you pack as much information as possible (think keywords since these pages are SEO friendly) in the basic listing and gauge return.