When you start to consider advertising as a way to grow your wedding business, you likely have questions. Heck, you probably have them after your Storefronts are set up too. So today, we wanted to answer some of the questions we get asked the most. Read on for a quick FAQ session about advertising on The Knot and WeddingWire.
Why did the content team rewrite my Storefront descriptions?
In short—SEO. If you’ve read a few articles here on the WeddingPro blog, you’ve likely read about the basics of SEO and seen it mentioned in more than an article or two. That’s because search engine optimization is critical to the success of your wedding business, and we invest in it heavily to make sure your Storefront is visible everywhere couples are searching for services like the ones you offer. So, when you advertise with The Knot and WeddingWire, our Content Team of SEO experts, professional copywriters, and content creators automatically review and refine your Storefront descriptions for search to ensure you are set up for success both on and off our platform—for free.
Pro-tip: Get copywriting tips to help craft your Storefront description that makes a strong first impression and dig deeper into our content guidelines here.
I don’t feel like I get quality leads from The Knot and WeddingWire; how can I change this?
We know that having a sales pipeline filled with quality leads is important to you (it’s important to us too!). And one of the things we think is important when looking at the leads you are getting from your Storefronts is to be able to differentiate your qualified leads from your ideal clients (because they are different things).
A qualified lead is a couple looking for services like the ones you offer.
An ideal client is that plus they have additional qualities you have defined as “ideal.”
When you get a notification about a new qualified lead, the proverbial baton gets passed to you and it becomes your job to fully qualify them—this is why responding to every lead is important because every lead is an opportunity for you to book new business. In addition, taking leads through your sales process is crucial because that is where you can discover that a qualified lead is more ideal than you thought or that a couple is not a good fit, and you can invest your time into another lead instead.
Pro-tip: The average conversion rate from lead to booking is 5-10%. And, though not every wedding lead will turn into a booking, it is imperative that you reply to every one in order to identify the leads that will.
How can I make sure I’m getting the number of leads I want?
Advertising is an effective marketing tactic for pros across the country, but like everything in life, nothing is guaranteed. That being said, there are things you can do to make sure your Storefronts are set up to attract couples and increase your chances of them hitting “inquire”. Here are a few marketing tips to help:
- Be sure you are asking all of your couples for reviews as a part of your offboarding process
- Be consistent on social media and include CTAs (calls to action) in your captions that direct couples to your Storefronts
- Update your Storefronts often to showcase your best and most recent images
- Make sure your website is optimized for SEO as well as the descriptions on your Storefronts (the content team is here to help you with that)
Pro-tip: Want to learn more about how advertising can help you start a wedding business? Two of our WeddingPro Educators shared their personal experiences with us.
Why do I get wedding leads that all have the same message? Are they fake?
Just as we want to make things as easy as possible for you, we want to make them as easy for the millions of couples to submit leads to our pros every single year. This is why we populate a default message for them to use. Couples can choose to edit this message if they want to type in something unique, but we find that most couples just want to get the conversation started and end up using the default message to initially reach out.
How do I know if my money is well spent on advertising?
We love talking about ROI because this is how you can better understand the impact advertising with The Knot and WeddingWire is having on your wedding business. And there is a simple formula to help you calculate your ROI (return on investment):
(Total earnings – total costs) x 100 ÷ total costs = return on investment %
The great news is, just a few bookings usually covers the cost of advertising on our sites—but your investment goes even beyond that. When you advertise on WeddingWire and The Knot, you also:
- Save valuable time because of how easy our platform is to set up and maintain—no need to constantly tinker with your strategy
- Drive traffic to your website
- Have a single place to collect and showcase your reviews
- Get to take advantage of the SEO power of The Knot and WeddingWire
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