How to Increase your Wedding Bookings Using your Business Website Blog. Part 1

So, as a wedding supplier, I am sure you didn't put 'blogging' as one of your top role responsibilities when you originally thought of entering the wedding world did you!   But today I am here to share with you how regularly blogging for your wedding business can increase your social media audience, increase traffic to your website, and increase your regular enquires that come direct from your online presence.  

Businesses that blog get 55% more website visitors than businesses that don't, following a report from HubSpot, and 70% of people would rather learn about a company through articles rather than advertisements (DemandMetric). So why are we not harnessing the power of blogging into our online marketing activities as a wedding business owner? 

This blog will explain what my Wedding Business Content Creation System is, and the benefits the result following the implementation of it into your wedding business. 

So if you are ready to up your game, and get your website blog, social media and search engine activities all working harder for your business, and results in more wedding bookings, then read on...

What is the Wedding Business Content Creation System?

'A repeatable system that enables you to bulk create your social media, search engine & community group posts from one written website blog.’

Personal Benefits of Building a Content Creation System 

• Publicise yourself for free!
• Grow your confidence in marketing your wedding business.
• Enables you to be super efficient with your time, through time blocking & bulk content creation.
• Gives you structure to add maximum value to your online audience.
• Prevents social media overwhelm.
• Builds up a catalogue of valuable blog posts that you can refer back to on your social media and when talking to prospective wedding clients.

Business Benefits of Building a Content Creation System

• Builds a trusting online relationship with prospective wedding clients.
• Boosts your visibility across Google, Pinterest, social media platforms and online community groups.
• Builds your brand awareness and what you stand for.
• Position yourself as an expert within your wedding category.

​Benefits to your Online Audience by Building a Content Creation System

• They can articulate the value you bring to them on the run up to, and on their wedding day.
  
• They can clearly see what pain-points, challenges and desires you help them address on their wedding planning journey and big day.
  
• Your blog content can help your target wedding audience overcome possible objections they may have towards working with you.
  
• Your online content can help your audience 'qualify' themselves & ensure they are the right fit for your wedding product/s & clarify whether they aligned with your business ethos.​

Through providing consistent valuable content throughout the year, that is aimed at qualifying your readers. You will become the ‘go-to’ for couples that are specifically looking to create a wedding that includes your focused products/ services, and consequently see an increase in organise online enquires hitting your inbox. 
​
Another massive benefit of building your own Content Creation System, is that your online blog content does a lot of the ‘selling’ for you. If a prospective wedding couple has followed you for sometime and read your content, you will have brought them on the journey with you. So by the time they are ready to commit, all of your content previously has built the trust you need for them to commit to their purchase much easier, then if someone is contacting you cold.

The Content Creation System Diagram

The Wedding Business Content Creation System can be split into 3 main fundamental parts:

1. Clarify who Your Target Wedding Audience is, and what do they do within your specialism.
2. Create your own Annual Wedding Business Blog Schedule that addresses pain-points and desires of your Target Wedding Audience.
3. Get your online presence working together through repurposing blog content to increase your wedding enquires organically online.

No.1 Obsess Over your Target Wedding Audience 

Throughout your time as a Wedding Business Owner, your number one priority should always be to continually learn more about your Target Wedding Audience, and how their needs develop and change over time. Your product offerings then need to align to these changing needs, wants, pain-points and desires, and specifically tick all of their requirement boxes, as well as going over and above their expectations to surprise and delight.

Your free online content is an intrinsic piece of the puzzle to providing masses of free valuable content for your Target Wedding Audience. If you know who you are writing for, and what they want to read about, it makes it even easier to write more content that attracts more of your prospective wedding clients, which equals more wedding enquires through to your inbox. 

No.2 Create your Annual Wedding Business Blog Schedule 

The next cog in the machine for your Content Creation System is building your Annual Blog Schedule, where you plan your years content that will sit on your website blog pages. 

Blog Frequency
Throughout the ‘quieter’ winter wedding season, we have the opportunity to prioritise creating our Annual Blog Schedule. You need to decide how much capacity you want to dedicate to your Content Creation System. Whether you want to release a monthly blog (12 blogs per year), or a bi-monthly (6 blogs per year). Of course the more regular you blog, the quicker you will see the impact on your wedding enquiries. But this also needs to be balanced with your other life commitments and time capacity, as it needs to be a sustainable activity you are able to maintain through each year. 

Blog Purpose 
Your blog is an essential tool to attract & qualify your online target wedding audience & help them on their journey from ‘blog reader’ towards becoming ‘your wedding client’.

Every topic you choose to blog about should do one or more of the following:
💥Articulate the value of your wedding business offerings.
💥Address pain-points/ desires of your target wedding audience.
💥Overcome objections your target wedding audience may have towards working with you.
💥Qualify your readers through the content you blog about, ie. ensure they are the right fit for your wedding product/s.
💥Position yourself as an expert within your wedding category.

If you have decided to create 1 blog per month, your next step is to create 12 working blog titles that interlink together to form something called a Blog Content Hub. Let me explain...

The Blog Content Hub Diagram

 What is a Blog Content Hub? 
An Interlinked collection of website blog posts, that all connect to an overarching blog topic. The collection of blog posts are physically then linked together on your webpages using hyperlinks within each of the blogs on-page content. 

What is a Hub Page Blog?
Generally the first blog you write that introduces the wider blog topic you plan to talk about and gives context to the reader. For example, If you are a wedding florist that specialises in using only locally grown florals, your Hub Page Blog could have a working title of, ‘Why Choose Locally Grown Florals to Transform your Wedding Celebration Space?’.

​Within this blog post, you are able to position yourself as an expert within this field, address a query your target wedding audience may have around their floral choices, and create a space to showcase your business ethos and what is important to you as a wedding business. 

What is a Topic Cluster?
Underneath your Hub Page Blog, you then have 3 Topic Clusters (for 12 blogs per year). A Topic Custer is a group of blogs that address a sub-topic, and goes into more detail about a specific area of your expertise. For example, 

• Topic Cluster 1 (Blog 2) - Wedding Table Scapes ‘The Boho Wedding Guide to Eco-Friendly Table Décor.’
• Topic Cluster 2 (Blog 3) - Top Table Backdrops '5 Ways to Repurpose your Wedding Day Florals to Maximise their Impact and WOW!'
• Topic Cluster 3 (Blog 4) - Bridal Party Florals 'The 2022 Ultimate Guide to the Top Trends in Bridal Florals.'

Detailed Blog Post 
Come underneath each Topic Cluster, and offers even more detailed content around your chosen specific subject. 
For example, for Topic Cluster 1 (Blog 2):  'The Boho Wedding Guide to Eco-Friendly Table Decor'. Underneath you could have the following 3 Detailed blog Posts: 

• Detailed Blog Post 5:  ‘How to Create WOW Table Décor from Local Foraged Greenery Whatever the Season’.
• Detailed Blog Post 6: 5 Biodegradable Wedding Table Ideas you wont have Thought of.’
• Detailed Blog Post 7: 'Love Florals? 23 British Flower Varieties that will bring beauty & fragrance to the Wedding Table’. 

Why follow this Blog Structure? 
Google is constantly on the search for quality, in-depth blog content to display within the Search Engine Results Page (SERP's) when their users come to search for something. they want to share the most relevant, up to date content possible. THIS IS WHERE YOU WANT YOUR BLOG CONTENT TO BE!

For your blog to qualify as 'quality content', Google has various markers it looks for, such as; topic relevance, in-depth knowledge around a specific topic, external linking to reputable websites, on-page SEO Keywords, as well as your back end Metadata etc. 

So, by structuring your Annual Blog Schedule in this way, it enables you to easily interlink your blogs with hyperlinks, and write more in-depth, detailed content, that gives the most amount of informative content to the reader. Which will equal 'quality content' which will equal to becoming more visible within the Google SERP's, which will equal your Target Wedding Audience coming across your content more often.

Next up... How to Repurpose Like a Wedding BOSS.
I will be sharing how to get your online platforms working together to promote your valuable blog content out to your audience on a monthly basis, to convert your followers into blog readers, and that additional website traffic into wedding enquires straight to your inbox! 

Want to learn more? Join one of my Virtual GROW Workshops in 2022!

Back by popular demand! So many of you have asked for a virtual GROW Workshop option, so in 2022 I am making this happen!

If you are interested to learn more about how to create your own Content Creation System and other business building topics, I will be holding a number of Virtual GROW Workshops across 2022 where I will be taking you through step by step activities to enable you to implement the systems discussed straight into your wedding business! All the details will be shared here.

Much love,
Jen x

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