WeddingWire’s 2019 Newlywed Report – which is the result of surveying over 18,000 couples who were married in 2018 – showed that couple are continuing to get married later in life, and the average from those couples was 33. Meanwhile, the US Census Bureau’s statistics for 2017 show the average in the US as 27.4 for women and 29.5 for men, also increasing every year.
Whether your couples might be the same or different might depend somewhat on where in the country you are, and whether your couples tend to be more or less traditional (and therefore getting married earlier or later in life). However, it still means that the large majority of our couples are now those who are in the middle to younger side of Millennials, and we are starting to see Gen Z couples too (born in 1997 or later). As a result, there are many things that we need to think about differently in our business.
One core characteristic about these couples that needs focusing on is a shorter attention span. Studies show a 12-second attention span from Millennials, and an even shorter 8-second attention span from Gen Z. What do we do with that in our business? I’ll break it down into suggestions for Marketing and for your Customer Journey, as how you communicate with both your booked couples and potential couples is definitely shifting.
- Messaging delivered in smaller pieces, making each one easier to digest.
- Use different media – think about using a combination of text, images, and video.
- Remember that images can “say it” even better than text – they’re processed 60,000x faster than text!
- Text: Think about using bullets or short paragraphs, and then have more details below or link elsewhere to more.
- Be sure that your most important or attractive messaging is shown first.
- Use a mixture of your words and your couples’ words. Using snippets from your reviews not only illustrates your value in their words, but they also help change up the flow from being all in your words.
- On your website, be mobile-focused: 80% of users leave from a bad mobile experience, which includes the function of your site as well as the content. Your site must load quickly – 40% will leave if not within three seconds.
- Have consistent and repetitive messaging (in addition to colors, logo, and imagery) across all marketing channels, so that no matter where they see you, as they move around from site to site while doing their research, it all feels like you.
- Show them only what makes sense for them. Therefore, if you have different offerings with different ideal couples, having multiple brands/businesses with different websites may make more sense than combining it all into one, as then they are more likely to see the information most relevant to their needs and stick around for more.
- Make it easy for them to contact you and to find your social media and reviews.
- Break your longer emails into multiple shorter ones and then space them out. This way they hear from you more frequently, and they can absorb your messages better.
- Put the most important info first, so that they are more likely to see it, especially when opening your emails on their phone. Same goes with the most critical question you need answered.
- Text in bullets or short paragraphs then more details below or link elsewhere to more (maybe even a hidden page on your website with just the information for this frequently asked question/issue).
- Questions: If you need to get multiple questions answered, as most of us do, make an online questionnaire (whether in your business management system or a standalone app like Typeform or Google Forms), and then email them the link and instructions (always explain the WHY of something you’re asking your couples to do for you)l.
- Consider filming short videos in place of some longer emails, especially if there are instructions you have to typically give. Or you can use video as a fun addition to your communication plan, including as an in-between communication.
- Meetings: First of all, re-evaluate if they all need to be done in-person, or if you can offer virtual options to save everyone time and effort, plus to make your customer journey consistent for your out-of-town couples too. Communicate before and after your meetings. Before to set expectations and talk about any prep work needed. After to talk about next steps. Both of these communications often result in shorter meetings and being seen as respectful of their time and attention.
I hope that this gives you lots of actionable ideas of changes or improvements that you can make to your marketing and your customer journey! As always, if I can help, please let me know.
I talk to my coaching clients and industry colleagues about reviews a great deal. Why? Because the words of those who have used your services or product – talking about the value or the results or what it was like to work with you (or all of the above) – can be so much more powerful than anything you could say about yourself! And, since they are coming from the perspective of someone likely similar to the couples checking you out now, they are usually speaking in a language that fits that potential new couple, too.
So, now what?
First, be sure that you’re getting new reviews from your past clients, and regularly. Recency is just as important as quantity. After all, if you were checking out reviews of a restaurant or hotel, for instance, as you planned a night out or an upcoming trip, and you saw none from the past year, wouldn’t you wonder about that place? Are they still in business? Has their quality fallen dramatically? Plus, if you’ve been in business for a while, you have likely seen your couples change over the years, maybe in what they are looking for, their priorities, or how they express it. So, having recent couples talking about you do matters. And, yes, quantity does sure help too, not only in qualifying you for industry awards like The Knot’s “Best of Weddings” and WeddingWire’s “Couples Choice”, but in building confidence in those reading them that those many reviews they see are real and not just a handful of your friends and family members who did you a favor and wrote some for you.
How do you do this? ASK! I know that that sounds simple, and yet many people I’ve worked with over the years don’t have a process to do just that. I greatly recommend adding an email into your workflow to ask your couples to write you a review, with links directly to the places you want reviews (except for Yelp, who doesn’t like seeing businesses solicit reviews, so include it in your list, but don’t give a direct link). And usually about 2-3 weeks after your work with them is done (I know that some of us deliver our work before the wedding, others of us do so on the wedding day, and others aren’t done until well after the wedding). I used to send it in my “thank you” email the day after the wedding, but I’m finding that I’m getting more now that I wait about 2-3 weeks. Couples for whom you exceeded their expectations, and gave them a great customer experience as well as end-product, likely want to say thanks and help you as well – this gives them the chance to do so! If you haven’t been doing this, you can absolutely do a catch-up now, emailing all of your couples from the past 6-12 months, and I highly recommend it.
Then, what do you do with them? This is where the superpower of reviews comes in. You want to use them everywhere! Wait, what? Especially if coming from a past client that you would consider an ideal couple (as that helps you attract more like them), and if it is expressing something that you want others to hear or know. So, yes, use snippets on every page of your website, in your marketing materials, in your online listings, and in any place that you are communicating with couples, like your email signature and even in your verbal “elevator” pitch at wedding shows. Use full screenshots on your social media (as it gives more legitimacy to see the full and unedited verbiage) – this gives you fresh content for social media, plus allows them to be seen by more people.
Let me add a note on using their words on your website. The days of a single “testimonial” page being of the most value are behind us, and instead you want to weave your couples’ words all throughout your verbiage throughout your website. Use what they say to illustrate or to emphasize things you want to say, as their perspective can often help you to do so.
Also, don’t forget to respond to them! I always email my couples to thank them for writing one, letting them know how much I appreciate that they took the time to do so, and that I absolutely loved hearing what they had to say. And this is important, I think, for continuing the positive feelings in your customer experience with them. But you also need to respond publicly, right on the review website, as those responses are for future couples reading your reviews. Be positive, be thankful, and be you. This is one more place for your personality and your connection with your couples to be seen, so don’t pass up the opportunity to do so. But always remember that the target audience for your response is those reading it as they research you for themselves – whether it was a raving review, good review, or maybe a not-so-great or quite bad review, the response is really meant for future couples (or fellow vendors) who don’t yet know you.
Please be sure to fully read your reviews to be sure that you are making any changes in your business that comes up as an issue. One not-so-great review definitely requires a personal response, but probably doesn’t require a business change. But, multiple of not-so-great (or quite bad) reviews definitely do. So, read them looking for a pattern – whether it was your communication or professionalism or end-product – and improve accordingly.
On the flip side, if there’s something that couples are consistently mentioning as something they loved or particularly appreciate about you or your process or your end-product, can you do even more of that or make it even better, or talk about it more as a selling point? Our businesses should be in a state of constant improvement, as the wedding market and couples are constantly changing. Improving even what you are doing well and what couples love will help keep you ahead of the curve!
Embrace the power of reviews, and the “social proof” that they provide, and see what they bring to your future business!
If I can help you figure out how to best use reviews in your business, or help you narrow down what messaging to use, drop me an email below and let’s chat!
As I go through my current client communication plan and check out my emails, questionnaires, and other tools – as it’s a continuous improvement process – I think about not only what I’m sending my couples and how I’m sending it to them or asking them to complete something, but also when.
Are there certain points in your process that you have to send your couples something in particular – because it is time-sensitive at that point in time, be it before or after their wedding? In my case, they cannot get their marriage license until 90 days before their wedding date, so it’s useless to send it much earlier. And I’ve learned that sending my “final reminders” email out about 10-14 days before the wedding is more likely to get a response and have fewer things forgotten on the wedding day than if I send it the week of the wedding.
Are there other pieces of communication that could be sent relatively at any time, and therefore you can sprinkle them throughout the quieter periods? Maybe an email with tips and tricks or to spark ideas. Or maybe even your recent or most popular blog posts or FAQs, like how to pick a first dance song, or guest book ideas. These notes can keep you on their mind and allow them to know that you’re still there for them, even if there isn’t anything specific needed for you at that moment. In my case, couples hire me on average 7 months before their wedding, but that really ranges from 15 months out to two months out (or the rare ones that are even shorter). Yet, my ceremony creation process assignments don’t start with them until four months before the wedding. This means that I want to consciously think of ways to keep my longer-planning couples comfortable and not feeling anxious that we aren’t doing anything yet, without changing my timeline for every single couple.
Do you adjust your communications based on how early or late the couple hires you? I definitely do. Since I start with my first “homework” assignment for them four months out, if they book me within that timeframe, we start immediately, and their deadlines are shorter to handle it. This also means that I need less “filler for the sake of the customer experience” type of communications – and not only don’t need them, but don’t want to annoy nor distract my shorter-term couples with anything really unneeded with a short planning timeframe.
Have you played around with the timing on any of those communications to see if you get a better response? I definitely have. In my case, just this year I moved the request for reviews out of my day-after email (which includes my thanks and next steps about their license) and instead send it two weeks later. This has definitely resulted in a higher percentage of my couples leaving reviews for me, as they are more likely getting that email at a time that they can act on it rather than that email sitting amongst many in their inbox from the days right after their wedding or often their honeymoon period. I also send my couples a “Vendors & Details Questionnaire” to gather all sorts of information from them, including about their vendor team, and I have found that I get a better response if I send it out within a week of their booking me, as I’m still relatively on their mind, vs. when I didn’t send it out until later in the process, as they are on to other parts of the planning in their minds, often needing a reminder to be sent.
So, as you evaluate your client communications within your plan, don’t forget to evaluate the when you send things, and not just the what and the how. If I can help with any of this, please let me know!
One of the things that I am constantly re-evaluating in my business is the balance (or juggle) with communication and focus on couples in three (nah, make that four) stages in my wedding business:
Why? Well, in order to have a thriving business, not just in this calendar year, but for next year and beyond, I need to be focusing on all of them. And, often at the same time! Hence, a juggle…
- While wedding industry statistics from WeddingWire show that the five most popular wedding dates are in the fall (three in October, then one each in September and November), for many of us, we have a relatively year-round wedding business, with some months much busier than others, and few (if any) months with absolutely no weddings.
- Then, factor in a 13-month average engagement period, but even more so how that breaks down: according to WeddingWire’s 2018 Newlywed Report, 31% of couples had engagement lengths of 0-9 months, 41% were engaged for 10-15 months, and 28% were engaged for more than 16 months. This means that, while we know that there is certainly a busier engagement season (41% of couples get engaged between November and February), a majority of couples get engaged throughout the other eight months of the year.
- Plus, for most categories in the industry, there is definitely range of how far out from their wedding date they get in touch for your specific service or product, based largely on their personal priorities. Other than the venue, which usually comes first or close to first, all of the rest of the categories fall in all sorts of timeframes.
- Putting that all together means that you are likely handling inquiries all year long. Again, some months or weeks might see many more or much fewer, but there isn’t likely to be a period in your year where you can absolutely ignore your inquiry and booking process.
Based on how far out couples book you for your product/service before you deliver it to them, you likely have a process to manage here. Unless it is a simple purchase transaction with a simple and/or immediate delivery – and that isn’t so common in the wedding world – there is some sort of process and period of time where you need to be managing couples and thinking about their experience with you. In my case, my couples book me an average 7.5 months before their wedding – yet, that ranges between only weeks beforehand to 18 months beforehand. If they book me within four months of their wedding, they are jumping right into the ceremony creation process with me, including two homework assignments. However, if they book me further out, they don’t start that process until four months out, which means that there can be a, sometimes significant, period of time where we are working together, but not actively. Therefore, it is extremely important that I set expectations from the very beginning – both before they book me, when we meet, and after they book me, in my first communications – so that they know what to expect and when. This allows them to feel comfortable and not worried, and to, therefore, feel like they are being taken care of and not ignored. It also means that I need to think about my communication plan, to see if there are other touchpoints I should add in, purely for my longer-timeframe bookings, just so they feel taken care of.
At some point, what you are doing with and for your couples moves into an Execution stage. For me, that really does start at that four-month point, as this is when I am working actively with them and need to watch deadlines for all of us, as there can be quite a few couples at any given point in this Execution stage. Setting clear expectations here, too, is super important. Knowing what is already on their plates, usually, based on their own lives and work and other aspects of wedding prep, I sometimes need to be quite hands-on about those deadlines, plus, I need to be clear about what I need from them. So, actively managing the process from my side, and having the right systems in place to do so, is critical.
For some of us, the execution stage ends on the wedding day or very soon afterward (I file their license and send off a packet to them, maybe you pick up rental items, etc.), while others have an execution stage that continues for weeks or months after the wedding day, like photography and videography. The longer after the wedding day your process continues, the more important it is to set clear expectations, so that they know what to expect when. I cannot tell you how many of my couples are frustrated by how long it’s taking to get their pictures or video, and sometimes with no communication from that vendor along the way. Tell them when, communicate a bit in the meantime, and then deliver before you promised. Again, managing the process and having the right systems in place is critical in this stage.
This is really the business stuff that comes next, including soliciting reviews, requesting and/or sharing pictures, writing blog posts, following up or connecting with vendors you worked with, updating your online listings, etc. So, it’s after the execution stage, and largely has no clear couple or client for whom you are doing it – and you aren’t being paid directly to it either, unlike the items in the first three stages – but this plays a huge factor in how future couples come your way.
Year-Round Customer Experience
So, figuring out how to do this juggle, working on tasks and projects in all four stages at once – in the best way for your business and for your couples – with both your processes and the systems that support your processes, is extremely important for your business. I work regularly with my coaching clients on all of this for that reason, so please let me know if I can help with yours.
Each of our businesses is different – and I think that that is one of the coolest parts of having my own business, as I get to do what fits me and my goals/needs best, while you get to do what fits you and your goals/needs best.
But, my current business is also different from the business it was last year, and different from the business it will be next year, and that is both fun and uncomfortable. And, this time of year – the quieter period toward the end of the year, when looking back is a necessity (taxes and financials), and looking forward is a best practice, plus, catching up on many things needs to happen too – is the time to think about all of this.
So, I thought that I would walk you through what my end-of-year process looks like in my business this year – and I’d love to hear what you’re doing differently or that I didn’t even mention!
Financials: Yes, I look at my financials, since I try to now keep caught up on QuickBooks month-by-month (rather than a big catch-up at tax time), plus, I implemented using a separate cash flow spreadsheet this year too. This all helps me see gross revenue, net profits, and also what my cash flow situation is (and was at various points during the year). Using that cash flow spreadsheet this year gave me a great visual way to see how my expenses fall throughout the year, and how my income come in throughout the year, in a way that the typical QuickBooks report didn’t allow for, and was a great addition to my process.
Analytics of weddings: I also go through my final weddings spreadsheet (yes, I use a spreadsheet in addition to a business management software) and look at some key numbers. I look at total number of weddings and compare it to previous years. Then also break it down to how many per month, how many were weddings vs elopements vs other kinds of ceremonies, how many were for military couples or for colleagues (the only two discounts I offer), how many were for LGBTQ couples (important focus for me), and I look at how many I have booked for next year at this time – and all of those I also compare to previous years. I also look at how far out I was booked this year, as it definitely ranges (my average is about nine months out), doing a stroke count to know how many at each point. Plus, I also look at how many of my couples were from out-of-town, since that has only increased every year for me – San Diego is a destination wedding location, and lots more of my clients come from elsewhere. Once I know these numbers, I can start to make some decisions about any changes I want to make next year, including in my systems and processes, and also about wanting to take on more or less weddings, based on my own financial or life goals for the next year. I also check in with my gut to see how the entire year felt, how certain months felt, etc. – I started doing this after the wonderful 2013 when marriage equality came back to California, as I found myself doing way more weddings per week/month in the second half of the year than I had planned, and that taught me to sometimes think before saying yes to another midweek wedding when the weekend is already full. It felt fine when I said yes, as the day was technically open, and then was exhausted when the wedding-filled Thursday/Friday/Saturday/Sunday/Monday weekend happened!
Referral Sources: I also take some time to go through that final spreadsheet to analyze where my weddings came from. It’s important to track not only your leads (my business management software does this really well for me), but also your bookings. Since, let’s be real, loads of leads that don’t convert are usually useless to you and your business (unless you struggle to convert no matter where they come from, in which case, we have a different issue to discuss!). Since my database can only handle one referral source in that field, I also have this on my weddings spreadsheet in order to handle more than one answer. And, therefore, I am also sure to ask this question of my couples more than once, as they may give me different answers! I ask in the inquiry, of course. Then I also ask them in my “Vendors & Details Questionnaire” (part of my process). And sometimes it even comes up in the meeting too. Therefore, at the end of the year, I go through and do a final tally of where all of my weddings came from this year. I do this year by year as it does change each year – some sources that weren’t great are now fantastic, while others that used to send me lots of ideal couples no longer do. Once, I know this, I can make some decisions about marketing and advertising, to capitalize on what is working, and eliminating or lessening what isn’t.
Changes in the market or technology:
This is something that is less tangible, but just as important. Annually, you have to sit and think about what has changed and if there is anything you need to do in response. For instance, I am changing how I follow up with photographers for pictures and what I am asking for (and what I am planning to do with them). With websites being “mobile first” now – and knowing that couples really are using their mobile devices to research wedding pros more than ever – I am focusing less on adding more full galleries to my website (and am going to pull some down, actually, as I have A LOT on there), and am instead focusing more on sharing images on social media. This means that I will ask only a handful of photographers for a full gallery worth of pictures from weddings this year, and will ask all of the rest for the handful of images that I want to share on social media, especially on Instagram. Plus, I’m changing my process around all of that (not shocking for those who know what a system and process geek I am) – changing email templates, tracking spreadsheets, and what information I prep (like lists of vendors and IG handles for every wedding). Another example in my business is that I’m making a switch in what business management system I use – which is HUGE after being on the previous system for seven years (and 700 weddings!). So, I’m taking this opportunity to edit and update all of my email templates, my workflows, my questionnaires, etc. And, like I mentioned above, with more of my couples coming in from elsewhere rather than being local, I’m making these systems and processes changes with that in mind.
Planning for the New Year: After all of this is done, I feel comfortable actually starting to set goals, make plans, and start to implement changes.
I hope that this helped you to think about what you need and want to do! If I can help, and one-on-one coaching time with me would be useful, let me know. Here’s to an even better 2019 for us all!