If everyone is your ideal wedding client, then no one can be your ideal client. You’ve probably heard this before as a wedding business owner and it’s true. We’d like to imagine our businesses appeal to every engaged couple, making our services an endless hot commodity, but that’s simply not possible. If we don’t know exactly who our ideal clients are, then how can we market to them and get them to choose us above all the other wedding suppliers out there. We need to know our strengths, our niche and exactly what we have to offer. Your wedding business is never going to be for everyone and that’s a great thing! In order to be successful, you have to understand and respect your niche.
Identify Your Ideal Client
Before you pick your brand colours or fonts, you need to know who your wedding business is for. What kind of wedding and couple do you picture when thinking of the weddings you want to work? Who will your services or talents help? There are a couple ways to figure this out. You can create moodboards to help you visualise the weddings and clients you want to work with. You can write out an example profile for your clients and what they are looking for.
If visualising isn’t your cup of tea, start by identifying the geographical areas you’d like to work in. What venues in those areas appeal to you? The couples who have their weddings there are more likely to already align with your ideal clients and you can work backwards from there. Really focus your niche – you probably won’t want to work at every wedding venue in your area, so what are your top five? Don’t be afraid to get specific!
Align Your Branding
Have a clear picture of who your ideal clients are? Great! Now it’s time to make sure your branding aligns with them. What aesthetics are your dream clients attracted to? What style do they want for their weddings?
Determine which social media platforms your ideal clients are more likely to use. Are they business oriented and on Linkedin? Do they enjoy doing DIY for their wedding? They might be on Pinterest. Are they creative and stylish? Then Instagram might be the best platform to be on. You need to be in the right place to connect with your dream clients.
Understanding who uses which social media platforms and how they use them can help you determine how to set up your marketing. You should understand the language that your ideal couples use and at what times they are most likely to use social media. This will influence how you write your copy and when you should schedule your posts.
Connect with Your Ideal Clients
Once you’ve identified the social media platforms your clients are using and are building a strong presence and community, it’s important to remember that the purpose of social media is to be social. Make sure you reply to comments and DMs. Engage with other suppliers in your niche. Make it clear to your audience what the best way for them to contact you is. Your social media presence should be approachable and consistent to build the best results.
Share Your Niche Knowledge
Knowing who your ideal clients are will make it easier to understand what questions or problems they have. As a wedding business owner, you should be able to help couples solve their wedding related problems with your services and knowledge.
Your social media accounts are the perfect place for you to share your golden nuggets of knowledge. This will help educate and nurture your existing followers and connect you with other potential clients searching for the answers you have.
Knowing how your niche will help serve your ideal client will make it so much easier for you to target your marketing and connect you with the right couples. It can take some time to refine your niche, but with some introspection you’ll be able to have a clearer vision for your business.
Are your social media accounts struggling to connect you with your ideal client? Do you simply not have the time to keep your socials up to date? Working with a Virtual Assistant could be a game changer for you and your business. To learn more about the services I offer and how I can help connect you with your ideal client, click here.