How to Create Your Personalized Marketing Strategy

Creating Your Marketing Strategy for Your Business

 

Webinar & all images by Kara Brodhecker

 

Having been in the destination wedding scene for 4 years, Kara had her best year yet in 2020. Does that even sound right? Brides and grooms were still booking destination weddings during covid? Pretty amazing, isn’t it! Kara now teaches other wedding professionals how to market their wedding businesses. She generously gave us some great tips during her recent webinar “Creating Your Personalized Marketing Strategy”. The session was filled with juice marketing tips. With Kara’s permission, I am happy to be able to share what I got from it here with you. Not sure how long her replay will be up but you can watch it here if you hurry! Now, are YOU ready for 2021 & 2022?

 

** Although Kara touches on strategies for wedding professionals, there is much to learn if you’re from other industries. Many of these marketing strategies are great for other business sectors too, especially other seasonal industries.

 

Intentional Marketing Strategy – Fast & Slow Marketing

 

When creating a marketing strategy, we need to find balance. The wedding industry is a seasonal industry, we have off seasons and super busy seasons. It is important to have a rounded marketing strategy so that our business can be sustainable. Kara talks about two different strategies that we must implement into our business depending on our business goals and the time of the year: fast and slow marketing. Fast marketing are things we do that have immediate ROI’s, tasks that if we stop doing, they will stop working. Slow marketing are things that do not have immediate ROI’s, but even if we don’t keep up with these tasks, they still keep working for us. Remember that these two strategies aren’t complete without a solid “home base”, which is our branding, website and CRM processes. We need to have a good balance between all three so that we’re not constantly marketing and running on the treadmill. However, we should keep in mind that these three tasks don’t always take up the same amount of time.

 

 

 

 

 

 

 

 

 

Which Marketing Strategy are We Spending Our Time On?

 

As you can see from the examples in the chart above created by Kara, there are different ways to get leads. We should be diversifying our efforts and not just rely on one strategy.

 

For my own wedding floral design business, I utilize Instagram, Facebook ads, Pinterest & blogging. For the two fast marketing strategies, they worked well when I worked at them. When I was constantly posting and engaging on Instagram, I saw my follower count grow steadily. For Facebook ads, there were a lot of traffic to my website as long as I kept paying for ads. These two strategies stopped working when I stopped posting and feeding my ads account with money.

 

Pinterest and blogging on the other hand, I worked really hard at it at the beginning, constantly posting to Pinterest and blogged twice a month. The more pins I put up, the more people repinned. The more blogs I published, the more google put my content in front of brides who are searching for me. Even when I stopped pinning and blogging during busy season, they continued to drive traffic to my website. It was time consuming at first to get the momentum going, but as Kara said, it is easy to maintain once the legwork was done.

 

This is the same concept as revenue stacking and diversifying our income, we will see our dollars go up exponentially. It’s the same with marketing, we need to stack our marketing strategies. Diversifying our marketing strategy doesn’t mean we need to do everything. Decide on the strategy based on your personal business goals. Are you only doing this for a year or two or are you in it for the long run? If you’re not planning to do this for long and you need customers quickly, you should absolutely be hustling on Instagram. It makes no sense for you to invest in slow marketing strategies. Decide what your business goals are, focus on strategies that works for you. Here’s a great breakdown that Kara had put together depending on your goals, you can choose decide accordingly.

 

 

 

 

 

I love this calendar visual Kara created. It shows when we should be using slow and fast marketing strategy depending on the time of the year. Both Kara and I are in Canada so January to April are winter for us, which means it’s down season. I know I’ve readers from the other side of the world in Australia, so adjust your own calendars according to your slow/busy seasons.

 

 

 

 

 

A Typical Wedding Funnel in Our Marketing Strategy

 

Unless we’re a wedding planner, we only come in on the “awareness” stage in the marketing funnel. This is where we fill our marketing funnel with both fast and slow marketing. When potential clients get to the “consideration” stage, we’ve to let them warm up to us, increasing our Know, Like and Trust factors. This can be blogging or social media depending on what we choose. We show them how we are and what it’s like to work with we. Then we close the sale and use the CRM process that we already have in place.

 

 

 

 

Quick Tips to Implementing Our Marketing Strategy Using Pinterest

 

Fun facts about Pinterest:

    • 2 billion searches every month

    • 97% are unbranded

    • 40 million people turn to Pinterest for wedding planning

    • ~900 million Pins about weddings per year

    • Pinterest reaches 83% of women ages 25-54 in USA

       

    • 85% of women use Pinterest to plan other life events vs Facebook 53% & Instagram 44%

 

 

 

 

 

 

 

 

 

Quick Tips to Implementing Our Marketing Strategy Using Blogging

 

There are two reasons to write blog posts. One is for SEO purposes and the other reason is for warming up a cold audience. I think this is so true. It shows our site visitors that we are knowledgeable in our field and it gives them a reason to return for future blog posts.

 

    1. Write About Topics That are Being Searched For

       

      Write about topics that are being searched for, not just random topics we think people are searching for. I love doing keyword research using Google Trends and Ubersuggest. I look at what is trending and plan my blog posts accordingly. For example, intimate weddings and elopements are huge right now due to the pandemic. I wrote two blog posts this past week about it, the benefits of intimate weddings and ways to make intimate weddings memorable. Kara suggests having mix of timely and cornerstone content.

       

 

    1. Optimize for SEO

       

      Kara writes for SEO first and personality second. When it comes to the titles, keywords are the most important thing. Add H# throughout the blog post that are optimized for keywords. This is also good for readers who are just skimming.

       

 

    1. Have an Intro & Outro

       

      Always write for a cold audience and don’t assume our readers already know what we do. They might have stumbled upon our blog post from Pinterest without knowing anything about us. Always finish the blog post with a call-to-action.

       

 

    1. Optimize Images

       

      Make sure the width of the images don’t exceed the width of the space we are inserting the images in. Use keywords in a natural way in our image names and alt texts. You can learn how to insert alt texts in Squarespace in my previous blog post.

       

 

Customers’ Journey in Our Marketing Strategy

 

Kara made a map of what our customer journey can look like. Our potential clients probably starts from the left of this map, they find us from other platforms. Then they land on our website, then it’s up to us to direct them through our website. We can bring them straight to our inquiry form but they probably won’t be as sold on us as if they had a chance to warm up to us. After the send an inquiry, we don’t stop there. We need to bring them back to our website, bring them to other blog posts, direct them to book a call with us or to a thank you page with other options and resources. Just give them something else to do other than leave our website. Once they leave, they will probably keep searching for other competitors. If they’re sending inquiries to a few competitors, they might even forget about us.

 

 

 

 

 

Here are some great tips and ideas for what we can do to reaffirm our potential clients after they send in their inquiry.

 

 

 

 

 

That’s it! I hope you learned as much as I did, if not more! Based on Kara’s suggestions, I do have little things here and there I need to implement to my own websites too. All this information and tips are so valuable. If you love this juicy info, Kara currently has a course that just opened. It is called Intentional Marketing Blueprint, check it out!

blog ending signature

Pin This Article!

Leave a Comment

Your email address will not be published. Required fields are marked *

You'll Also Love...