24 Productive Things You Can Do For Your Wedding Business During the COVID-19 Crisis
Hey wedding community,
I think I speak for all of us when I say the last couple of weeks have been one heck of a rollercoaster. With all of the restrictions coming into place due to COVID-19, the wedding industry (along with so many other industries) has been well and truly shaken.
There’s no way around it - this current situation is scary and overwhelming and stressful. But, it is also temporary. So although your calendar may be looking eerily empty for the next few months, you can still be productive and regain a sense of control over your business during this weird, uncertain time.
How often do you have the opportunity to work ON your business and action all of those things you’ve never had time for? From the small things (like finally updating your website galleries) to the big things, like reviewing your customer journey and brand identity. Now is the perfect time to get this done - because I can guarantee that 2021 will probably be your biggest, busiest and best yet.
To get started, here are 24 productive things you can do for your wedding business during the COVID-19 crisis. I’m thinking of you guys, and I’m right here with you. We’re all in this together.
Before we dive in, a reminder that it’s also totally okay to use this time to step back, take a break and focus on your mental health. These ideas are purely to inspire those looking to continue working on their business. Be kind to yourself!
1. Refine your brand identity
If you’ve been in business for a while, your offerings, ideal clients and brand identity have likely evolved since you first started out. Take some time to revisit and refine your brand basics - write an elevator pitch for your business, create a profile of your ideal client, and get crystal clear on your messaging: What do you do, who do you do it for, and how do you bring value to your clients?
2. Update your website copy
Go through your website and read all of your existing copy, page by page. Does it still feel fresh and relevant to your business, or is starting to get a bit stale? Is your brand voice and messaging on-point, or do you feel like it doesn’t really reflect who you are and what you do?
Draw inspiration from the following prompts to help you make improvements:
Are you clearly communicating the benefits and value of what you do?
Is your brand “voice” and messaging crystal clear?
Are you speaking directly to your ideal clients?
Have you highlighted your unique points of difference and what sets you apart?
Is it persuasive?
Are you guiding people through your website using strong calls-to-action?
Have you included all of the essential information your clients are searching for (like price indicators, location and service areas, contact information?)
If you’d like some extra assistance updating your website, consider booking in for a website review or editing service.
3. Update your photo galleries
And once complete, pin your favourite images across to Pinterest.
4. Collate client testimonials (and promote the sh*t out of them)
Testimonials are one of the BEST sales tools at your disposal, so touch base with your previous clients to collate some new ones (even better - encourage them to leave a review on Facebook and Google, too). Once complete, add these to your website, sales documents and social platforms.
5. Create valuable blog posts
Not sure what to write about?
Answer your most frequently asked questions (tip: ask your social media audience what they’re currently struggling with, or what they need advice on)
Create an “ultimate guide” to something related to your service (eg, writing your wedding vows, looking natural in your wedding photos, managing your wedding budget)
Provide inspiration and ideas (eg, wedding trend forecasts or mood boards)
Feature a real wedding and share the story behind the day (find my tips on blogging your real weddings here)
Round up your top 10 local wedding venues
Interview another wedding vendor and/or guest post on their website, too
6. Plan and schedule social media content
And use a platform like Planoly, Tailwind or Plann to streamline the process.
Not sure what to post? Alongside sharing your recent work, consider incorporating a mix of the following pieces of content:
Share a valuable piece of advice
Answer a frequently asked question
Take us through a day in your life
Share the story of one of your couples
Share your favourite part about your job
Introduce yourself and tell us something we might not know about you
Share a funny quote or meme
Talk us through your services
Feature a favourite venue or shout-out to an industry friend
7. Submit your recent work to bridal directories/publications
Do you have a favourite wedding or styled shoot that you’d love to get featured? Take this time to complete submissions for relevant bridal directories or publications.
8. Repurpose your existing content
Do you have any old blog posts sitting around in your archives? Update them, republish them, and promote them to your audience. Tip: snippets from your blog posts can absolutely be used as social media captions, too.
9. Review your customer journey
So often we focus on getting new clients, but how well are you nurturing your current clients? This is a great opportunity to review your entire customer journey and make improvements.
Take yourself through your existing client process step by step, from the initial enquiry right through to following up after the day. Where could you streamline the process or make things more efficient (for example, converting paper contracts to electronic agreements)? Are there any new systems you could implement, or things you could automate? Are there any missed opportunities to “surprise and delight” your clients (for example, sending an anniversary card after their wedding)?
This will all ensure you’re delivering the best possible customer experience - which ultimately, leads to rave reviews and referrals.
10. Create email response templates
Speaking of efficiency, one super simple way to improve your client process is to create a set of email templates for your most common scenarios. This could include:
Initial enquiry response with wedding packages
Unavailable for wedding date response
Initial enquiry follow-up
Sending quote
Quote follow-up
Invoice, contract and next steps
Invoice payment reminder
Overdue payment reminder
Post-wedding thank you and request for testimonial/images
11. Review and update contracts
How comprehensive are your existing T&C’s? Do they cover all of the essential details like cancellations, refunds, damages, liability and responsibilities of both you and your clients? If you’re not confident in your contracts, consider getting them looked over by a legal professional.
12. Review and update pricing
13. Update your wedding packages/sales documents
Do you have an initial “sales document” that you send out to new enquiries? If so, take some time to refresh it with updated imagery, FAQs and testimonials.
14. Learn the basics of SEO
Every business owner with a website should have a basic understanding of SEO. Put some time aside to wrap your head around the basics so you can begin making small improvements to your website. If you have no idea where to begin, get started with a free SEO short course like this one.
15. Archive and organise your emails
And while you’re at it, unsubscribe from any unwanted email lists.
16. Archive and organise your client files/documents
Looking for a better system? I recommend Google Drive or Dropbox for cloud-based file storage and organisation.
17. Create a lead magnet and set-up a newsletter list
A lead magnet is essentially a free resource that incentives potential clients to sign up for your newsletter list. Your lead magnet should be something simple but valuable, like a 1-page checklist, template, infographic or worksheet relevant to your services.
Next, revisit your newsletter template and map out a plan for your email marketing strategy moving forward. Will you be sharing your latest blogs? A monthly wrap-up? A weekly piece of advice?
18. Update your Google My Business listing
And make sure your contact details, social media links and location are all up-to-date.
19. Update your social media profiles
Is your Facebook page due for a new banner? Do your Pinterest boards need organising? Is your Instagram bio ready for an update?
20. Jump on IG stories with helpful video content
I know it can be intimidating, but jumping on your Instagram stories is one of the best ways to build connections with your audience! Share a quick tip, personal anecdote, or a behind-the-scenes look into your day.
21. Create new referral relationships
Referrals are everything in the wedding industry! Compile a friendly introduction email and reach out to any venues or vendors who you’d love to build a relationship with.
22. Create a referral program for past clients
Consider offering a gift card or voucher to any past clients who send a referral your way (once confirmed with a deposit).
23. Review your business plan
What are your business goals for the next 1, 5, 10 years? Once your goals have been established, map out exactly what you’ll need to do to get there.
24. Join and engage in relevant Facebook groups
Take it from a millenial, Facebook groups are where it’s at in 2020 and beyond. Are there any local wedding groups you could get involved with? Dedicate a small portion of time each week to jump in, answer questions and share advice. This will help you build relationships, drive brand awareness and establish yourself as an expert in your field.