Nothing is more heart (and gut) wrenching than knowing you are great at what you do as an event professional; knowing there’s an enthusiastic market out there who would love to book you; knowing that getting the word out through advertising could and should generate inquiries and leads, and then hearing crickets when you launch your ads.
No leads.
No extra web traffic.
No inquiries.
Nadda. Zip. Zilch.
Now imagine the above scenario but instead, your ads launch to hungry clients and end up being wildly successful. That’s the plan, right? The trick is NOT finding some secret and magical platform to advertise on, nor is it burdening yourself with becoming a master of online advertising, or becoming a Google AdWords or Facebook Ads Manager maven.
The trick is knowing what to say and when to say it. It’s really that simple.
You see, advertising platforms, either online or off, are just vehicles for a message that will hook your potential clients. If the message is wrong (whether it’s your visuals or the words you use) no ad platform in the world will work right for you.
Here are two overlooked tips to help you make sure your next ad campaigns will attract qualified leads.
TIMING IS EVERYTHING
Many clients I work with want to start at the bottom of the funnel with a direct sales message and a so-called strong call-to-action. “Book now!” their ads shout. “Inquire Today” they cajole.
The problem with that approach is people have different needs at different points in their wedding planning journey. Not everyone will be ready off the bat to fill out an RFP or an inquiry form.
Here is a common wedding and event planning journey most couples experience on the road to the altar.
- Inspiration: At first they are thinking in general about the experience they want to have. Do they want a big event or a small one? Will it take place in some far-flung, exotic place or at home? Are they partial to a rich and moody color palette or do they want something light and romantic? What style do they like? Are they into laid back and casual or over-the-top and luxe. At this stage they are not necessarily looking to book a vendor, they are just imagining what their event will be like for themselves and their guests.
- Research: Next they are trying to figure out everything they will need for their event. How much will it cost, who do they need to hire, what the timing looks like throughout the process, basically all of the details one finds in a standard wedding planning book.
- Evaluation: Once they’ve started making some decisions about where they want to get married, what their budget is and how many guests they’d like to invite, then they’ll start looking for vendors like you. They will stalk your entire digital footprint and compare you to other vendors.
- Booking: When someone decides they will likely want to book you, then they will fill out an RFP or inquiry form. At that point, they are in your formal sales funnel and it’s your job to close them.
- Experience: How they experience their wedding and your services.
- Sharing: How they share their experiences on social media and review websites.
