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!