Written By Jen Maynard
Before understanding the theory, it may well feel counterintuitive to narrow your target wedding audience down to a specific community of wedding couples.
But believe me when I say it is an essential business ingredient to becoming an authority in your wedding field, and getting consistently fully booked with your dream couples and charging the rate you desire and deserve.
What does niching down mean?
Niching down means having a clear focus on who your ‘target wedding audience’ (Ideal Client) is, and aligning your whole business approach towards attracting that specific community of people. Clarifying your wedding niche creates the fundamentals of your overall marketing strategy. From how you position your wedding business on your social media, and the content you put out into the world, to the product packages you offer, to the price points you ask for, to the suppliers you collaborate with, and the places you hang out online.
Who is Your Target Wedding Audience?
For the wedding community you want to serve, write down the answers the following questions:
By answering these initial scoping questions, it will help you build a picture as to what service and products to offer, what objections you need to help your target wedding audience overcome, and how to add maximum value through the services that you offer and your presence online.
How to Get Super Clear on Who You Serve
Next, it is time to knuckle down and focus on your marketing strategy.
Take an honest deep dive into all of your online and printed marketing material you have out there. Whether it is the branding colours and logo you use, the social media content you share, to your website and your printed collateral. What does it say about your wedding business?
Every single piece of content you put out into the world from your wedding business needs to be specifically designed for your target wedding audience and add value or enable them to learn more about you.
The dangers of not niching down
Don’t let your fear of ‘focusing in’ on one specific audience get the better of you!
Get my point??
If you are struggling with any of the following, it is an indication that you need to do some further work on articulating your wedding specialism and who your target wedding audience is.
BUT HAVE NO FEAR! Your current reality is temporary, by investing some quality time into articulating your wedding niche, or refreshing your approach, you can quickly get back on track. Stay with me!
How does niching down in your wedding business increase your profits?
Clarifying your wedding niche and identifying what community of people you are serving enables you to become the ‘Go-To’ in your specific area of wedding expertise. It sets your wedding business brand apart from other suppliers in your wedding category, and makes it easier for you to communicate the value you offer to prospective wedding couples in your audience.
When you find your wedding business niche, you are able to create specific products and packages that address the wants, needs and pain points of your prospective couples, which puts them in high demand.
With a consistent marketing message, including couples testimonials over time, your products and packages become oversubscribed and your diary becomes fully booked, which then enables you to choose who you work with, how often you work and at what price point.
Niching down in your wedding business and creating products that resonate with your target wedding audience is a major factor in increasing profit. So what are you waiting for?
3 Steps to niching down in the wedding industry ...
If you have woken up to the importance of niching down within your wedding business, I now want to take you through the 3 levels of HOW to niche down effectively to enable you to become an authority and the ‘Go-To supplier’ for your area of wedding expertise.
Level 1 - Wedding Category
The first stage of niching down is to identify which wedding category you sit within. This is what general supplier group you would be categorised under within a Wedding Directory for example.
Level 2 - Wedding Category Specialism
The second stage is to clarify what you specialise in within that given wedding category.
Level 3 - Your Principal Product Promise
The third element of clarifying your wedding niche needs to address what the main pain point of your audience's wedding planning journey you are solving for them. Take a look at your Principle (main) Product/ or package you offer that encompasses your highest profit margin. What is the main pain point or desire your Principle Product addresses? This needs to be articulated within your niche strapline.
What is your Level 3 niche statement? Tray this activity out and would LOVE to hear how you got on in the comments section below!
19/8/2021 0 Comments
In this blog post I will be taking you through the 5 Step-by-step Activities that will enable you to take control and get your wedding business website ranking well in Google for the Keywords & Phrases that will increase the visibility of your offerings in front of your target wedding audience.
Once you have clarified the problems and pain points you can help your target wedding audience with, it is then important to continue to produce consistent, valuable content and get it onto all of your online platforms, including your website on a regular basis.
Congratulations, you have a website blog content schedule!!🥳
Therefore the more social shares of your content, the more traffic that is directed to your website to improve your rankings.
ACTIVITY 2 - 40mins
From the Activity 1 table, select one of your blog titles and PLAN OUT a comprehensive blog post that will have 3000+ words using a blog framework.
If you are struggling to get the writing juices flowing, why not take an old blog post that is comparably shorter, and edit it to create a longer more in-depth article full of value for your target wedding audience.
This will also help you maintain content freshness – another factor that Google considers when ranking your website. So improving your content by increasing its length is a great way to boost your rankings.
To get me started, I like to use the following framework that I can then add detail to:
Blog Title - Your title should clearly explain what your content is all about and should attract your target wedding audience. It should also contribute towards your on-page SEO and what keywords you are working for (read on for help with these elements!)
Benefit/ Outcome Strap line - What benefit or outcome will the reader get from spending time reading this blog? Explanation to be written in a couple of sentences or bullet points.
Sub Topic Title 1/2/3/4 - Before you start writing, break down the structure of your blog into sub topic titles. This will help you plan out your content and the flow of your writing, as well as assist with your on-page SEO and cater for your readers that like to skim written content.
Summary of Blog - In 2 sentences max, explain what main benefits/ outcomes the reader should have got from reading your blog post.
Call to Action - DON'T FORGET THIS ONE! What do you want your reader to do now they have read your blog? Is there further content on another of your blog posts you can recommend? or can they subscribe to your newsletter? or can they follow you on social media? or is there a product you can recommend they view?
You Nailed It! Congrats on planning out your blog framework! Don't forget to double check over your content before you post it to make sure your chosen SEO Keywords and phrases are included! You will learn this in the following activities!
ACTIVITY 3 - 30mins
Put your prospective wedding couples shoes on, and ask yourself what would they be typing into Google where you would want your product/ services to be appearing under? write a long list of all the possible words and phrases that your target wedding audience could be entering into Google search.
Well done! You have made the first step to clarifying what your SEO Keywords/ Phrases are that your wedding business will aim to rank for in Google (ie. appear in a Google Search results).
ACTIVITY 4 - 40mins
1) Take the first SEO Keyword/ Phrase from your list from yesterday and enter it into Google.
2) Click on the top website that comes up on the SERP (Search Engine Results Page).
3) Focus in on the websites content and review the following:
Google knows better than anyone what our prospective wedding clients are looking for. So if the website you are reviewing has been ranked no. 1 under the SEO Keyword that you want to rank under, they are obviously doing something right!
Take notes of all Keywords/ phrases used that relate to your biz. and keep them somewhere safe. As in the next activity, we will be building on your findings, and deciding which SEO Keywords are worth putting in the extra effort for, and ranking well in Google for them.
A great place to find out this information for FREE is www.ahrefs.com/keyword-generator to find out how your keywords rank.
ACTIVITY 5 - 1 hour
1) Visit www.ahrefs.com/keyword-generator and enter in each of your SEO Keywords you have listed from the previous few activities.
2) Fore each keyword or phrase note down where they are on the following scale:
Keyword Difficulty Scores
The tool states that a Keyword Difficulty Score of:
So, as an example if you are aiming for a Keyword with a Keyword Difficulty (KD) of 40, you're likely to need approx. 56 RD's to get into the top 10 search results.
3) From your list, write a new list of SEO Keywords and phrases that fall in the Easy/ Medium Difficulty ranking for KD.
Congratulations, you now have a complete list of your chosen SEO Keywords and phrases that you will be able to rank well for and get your website seen by your target wedding audience! Your next steps are to now incorporate your keywords into your website on-page content including the H1 and H2 header tags, and metadata.
Want the next steps on 'How To' Get Your Website Ranking Well in Google Search? Download your own Step-by-Step Guide
Then Download your complete step-by-step E-Book Today for only £20! and complete the full 23 Activities at your own pace.