Marketing basics – wedding venue edition
Ever wanted a full and comprehensive guide on how to market your wedding venue? Well, here it is! Today we’re going through the marketing basics, such as what platforms to be on, tone of voice, imagery, budget, and more! Grab a cup of tea, because it’s going to be a good one.
Before you do anything else, figure out your brand guidelines. Who are your target audience? How do you want them to feel when they see your venue? Why are you talking to them, what’s the goal? You should create a brand persona based around your ideal client (or in this case, couple!).
To do this, look at couples currently booked to get married at your venue, and narrow down why they chose you. For example, a stately home might have a couple who prefer a more traditional and elegant wedding, while a barn might have a couple who like the more relaxed, boho feel!
If, however, you want to attract more upscaled clients, it is essential to compare your couples to your competitors’ couples and identify the aspects in which they differ from your services. This approach revolves around targeting the Aspirational Client Persona, as we call it here at The Venue Experts. By understanding what sets your competitors apart and aligning your offerings with the preferences and desires of this specific client persona, you can effectively attract higher end clients and enhance your business’s appeal.
Your wedding venue website should be an extension of your brand, easy to navigate, and chock-full of invaluable information (yes, including pricing – we’re not hiding anything here!).
Your website is your only 24 hour sales person, is the ultimate hub of information for couples, and it’s the place where magic happens! You can guarantee no couple is enquiring at your venue without looking at your website first. So, make sure it’s informative and aesthetically pleasing. Use high quality images, including plenty of wide angle venue shots, both inside and out, and real wedding shots to pass over the excitement.
Also, make sure it’s seamlessly connected to all your other promotional platforms. Picture your social media as the trendy storefront that stops couples in their tracks. It has to be irresistible, urging them to take that next step and step right into your store – or in this case, the website – where the real adventure begins!
Ah, social media – the go-to tool for marketing, and boy, are we going to conquer it!
Instagram is a fantastic tool for wedding venues (see our previous blog post for more on this topic), so that should be your first step. And remember, nowadays, couples DO search for their wedding venues and suppliers on Instagram, it’s no longer just a platform with pretty images; So make your posts valuable and informative too.
Then, we recommend your venue is on Facebook, Pinterest, Tik Tok, and Linked In. We know it sounds like a handful (because it is!), which is why we strongly advise having a dedicated marketing team to handle this for you.
But here’s the catch: consistency is key. There’s no point in being present on social media if you only post once every blue moon, fail to respond to messages, or ignore engagement with other accounts. Potential couples will likely scope out your social media along with your website before making an enquiry, so don’t let them down!
Third party websites
Another vital tool for your wedding venue! Many couples will look for their venue through online wedding venue directories. These include sites such as Bridebook, Hitched, Coco, Guides for Brides, For Better or For Worse, etc. Simply having these accounts online is not enough, though.
You need to optimise your profiles, as that can be the difference between someone booking your venue, or the venue next door. The sites usually have account managers or built-in steps on how to optimise these profiles. It can take a little time at first, but once it’s done, you can keep maintaining these profiles and always keep them up to date with any upcoming events and offers.
Brochures, look books, leaflets, even in this digital age, it’s still important to have something your couples can take away with them after viewing! For hefty documents like pricing brochures, menus and accommodation guides, we recommend keeping these digital for sustainability purposes. However, consider a look book or brochure, with a focus on imagery and key pieces of information that a couple would need to know (capacities, key pricing, accommodation options).
During their wedding planning process, couples might visit tens of venues. Offering a physical token of your brand to take home serves as a reminder of your venue. So, consider giving a little keepsake away when potential couples visit for a viewing or a showcase.
How to manage it all
Instagram, Facebook, Pinterest, Linked In, Tik Tok, websites, brochures, Bridebook, Hitched, Coco, personas and brand guidelines – that’s a lot right? Yeah, we know. That’s why we can’t stress enough the importance of having a full-blown marketing team to help you manage it all.
Or, you can work smarter, not harder! Consider outsourcing your wedding venue marketing to a company like us! At The Venue Experts, we live and breathe weddings, making our marketing skills second to none. By working with us, you get a full marketing team (for the price of 1 person!), and access to our CEO and founder, Stacey Ferguson-Czersovski, a leady industry expert with over 20 years’ experience in the hospitality industry.
To free up your time and turbocharge your wedding venue marketing, get in touch with us today at firstname.lastname@example.org or send us a message via our website.
Check us out on socials!