I had the opportunity to take some time off recently and reflect on the last 12 months.
I started thinking about the number of people who contact me and are in real trouble.
They’re not getting the results they expected from the Internet and they don’t know what to do next.
A lot of them are banking on Facebook and Twitter for new customers in 2012 – this is bad thinking.
Here are what I think are the five biggest mistakes wedding professionals make when marketing to brides online. If any of these sound familiar to your situation, it might be time to re-evaluate your Internet marketing plan – before it’s too late!
- Underestimating How Much is Involved
- Thinking You Can Do This All Yourself
- Doing Things When You Don’t Know What You’re Doing
- Cutting Corners
- Bad Website Design
- Not Measuring & Analyzing Results
I’ve been working on the Internet in the wedding industry for almost 15 years. I’ll be the first to tell you that Internet marketing is NOT rocket-science, but with so much to do it gets very complicated very fast. There are days when I scratch my head wondering what will be next?
Many of the wedding professionals I speak with have significantly underestimated how much is involved. This can probably be attributed to incorrect or misleading advice, but also it’s because most business owners and managers simply don’t understand ALL that is involved.
Take a moment and download my Internet Marketing Strategy Diagram to get the “Big Picture.” Don’t be surprised if you find yourself saying “Wow!”
Thinking You Can Do This All Yourself
Another big mistake people in the wedding industry make is thinking they can do their Internet marketing all by themselves.
I don’t know how ANYONE in the wedding industry can meet with brides and grooms, deliver the products and services they sell to brides and grooms, and do all the other things required to run their business successfully, AND manage their Internet marketing effectively.
It simply can’t be done!
The best thing to do is to decide what you can do and what you can’t do. DELEGATE and OUTSOURCE are two strategies that will move you closer to success when marketing to brides online.
Doing Things When You Don’t Know What You’re Doing
This is a big one and I see it far too often. If you don’t know what you’re doing – then get someone else to do it who does.
Sure, you can probably learn how to do it correctly, but it will take you months if not years. And even if you do, you’ll never be as good as the experienced professional a competitor has hired to keep them ahead of you.
Shouldn’t you be spending your time doing more important things – like meeting with brides and grooms and closing sales or providing OUTSTANDING customer service to your clients?
It’s a huge mistake to cut corners when it comes your Internet marketing. Cut corners and you risk losing sales to your competition. Cut corners and you risk losing your rankings with Google. Cut corners and you’ll never get the best results – it’s that simple.
Bad Website Design
Bad website design is far to prevalent in the wedding industry these days – still.
I get too many inquiries that start “Brides tell us they love our website, but we’re just not getting that many inquiries…”
What you think is good website design and what your webmaster thinks is good website design might be totally different from what a bride and groom thinks is good enough and as a results make an inquiry.
And when you have that type of mismatch you have a conversion problem.
My design philosophy is it’s all about ONE thing: CONVERSION.
You can have all the traffic in the world, you can be top ranked at Google, you can have all 5 Star reviews at Wedding Wire, but if you’re website design does not convert the brides and grooms who visit your website into inquiries, phone calls, and ultimately sales, you’ve got a problem with your Internet marketing.
Not Measuring & Analyzing Results
Finally, on my list of mistakes wedding professionals make when marketing to brides online is… not measuring results.
If you aren’t using Google Analytics and actively monitoring your website traffic, where it is coming from, what brides and grooms are doing once they get to your website, the keywords that they are using and found your website listed on a search engine results page (SERP), you’re really only GUESSING and you really don’t know how well you are doing.
Would you buy a car without a fuel gauge, odometer, or speedometer, of course not!
Actually, I don’t think you legally can – it’s that important to MEASURE RESULTS.
Avoiding these common mistakes will help you get better results when you are marketing to brides online and help you generate a better return-on-investment for the dollars you put into your Internet marketing.
Marketing to Brides Online