This week's blog post is for wedding vendors who at some point have been at a loss for words when it came to blogging, emailing brides, tweeting, or posting on their Facebook fan page. What gave me the idea for this post? One of our BridalTweet members, Lindsey Huddleston, started a discussion in our wedding forum and asked, “Hello all! I finally have [an email] list of prospective brides. Now I don't know what to say! Should I talk about DandyLion Events? I really don't know where to start. Suggestions are appreciated!”
Email truly is an amazing vehicle to help build and deepen relationships with your customers. That is the number one reason why I send a Constant Contact email to BridalTweet members each week. It is a way to keep in touch and stay connected. After trying a few different email services, I chose Constant Contact because I decided that they had the most professional looking email templates. I also found their 60-Day Free Trial to be compelling. But as Lindsey pointed out, along with the benefits of email marketing, there are some challenges. What does one include in an eNewsletter, blog, or social media post in order to effectively connect with customers?
First and foremost, I believe that you should only distribute content if you believe that they will help or provide value to your customers. Otherwise, you’ll run the risk of having your customers opt out of your future emails. I also believe that content, which falls within one of these seven categories, will likely provide value to your customers:
1. Wedding Tips – We all know that wedding planning can be stressful and overwhelming. Based on your expertise, what content can you create or gather that can help make a bride’s life easier?
2. Trends and Research – Including facts and statistics within your email will add credibility to your message. If you choose this route, be sure to give credit to all of your research sources.
3. Wedding Ideas and Inspiration – Why not inspire brides by providing examples of real weddings that you have worked on? Or perhaps recap a wedding fashion show that you just went to. Including images will grab their attention, give them ideas for their wedding and it will give them a glimpse of your own personal style of work.
4. Special Wedding Offers – Are you running a special promotion that brides can benefit from? This is a great way to deliver value to your audience.
5. New Products or Services – Have you launched a new product or service that brides will benefit from? Email is a great way to publicize this type of information to your customers.
6. Interviews – Capture a bride’s attention by recapping an interview or encounter that you may have had with a wedding trendsetter. Be sure to include insights that the trendsetter shared, which might enhance a bride’s big day.
7. A Backstage Look at Your Business – I’ve purposely included this category last because in marketing, I believe that it is better to put yourself last. Unless you happen to be a celebrity or popular icon, your audience is not going to want to read about what you did this past weekend. It is true that they want to know that there is a real person behind your brand but if you decide to provide a backstage look at your business, then be sure that your content is still helping or providing value to your bridal audience.
These seven categories work well for sending out emails, blogging, tweeting, or posting on your Facebook fan page. What kinds of topics had you had success with when emailing, blogging, or tweeting? Please share your thoughts below.
About This Blog: Christine Dyer is the Creator and Founder of BridalTweet. Christine has an MBA in marketing and shares over ten years of marketing expertise with the wedding community. In this weekly blog, you'll find advice on an array of wedding business topics such as how to market to brides, social networking, wedding PR, wedding sales, vendor networking, branding, pricing and much more. Please pass this news along to your own professional wedding network. To receive this advice in your email inbox each week, Sign Up for a Free BridalTweet Membership.