If your shop struggles to get engagement online or bookings it could mean your content isn’t reaching your target audience. Your content could instead be reaching those who aren’t currently in the right stage of wedding planning or brides who aren’t in the area to visit your shop. To fix this, check out these 4 tips to target brides in the wedding-planning process!
1. Understand Your Brides
Working in the bridal industry every day can sometimes make you lose focus on what brides who come into your shop are truly feeling as they look at wedding dresses for the first time. When targeting these brides, however, understanding your brides can help you provide the best experience possible for them. A great way to remind yourself of those feelings if you’ve been married is to relive your own wedding. Looking at photos of you in your dress or from the day you bought it can help remind you of how you felt searching for a dress as a bride.
Even if you haven’t been married, you can do this by joining a Facebook group. Joining a group of local wedding planning brides can also help you get insights into their frustrations, hopes, or concerns. Then, you can brainstorm how your shop can help solve these issues and highlight those efforts in your marketing!
2. Use the right keywords
Another great way to target brides in the wedding planning process is to use the right keywords. Although the words “bride” or “wedding dress” can get a lot of attention on search engines, the people searching may not be actively looking for dresses or are not in your area. Instead, try incorporating long-tail keywords, which are more specific to your area and brides in the early stages of wedding planning. Check out our guide to learn more about using keywords more effectively!
3. Use an education-first mindset
After understanding your brides and using the right keywords, try altering your approach to content creation. A great way to help your shop reach brides in the early stages of wedding planning is to adopt an education-first mindset. This mindset means that instead of creating content to sell to brides, focus first on providing valuable information and advice. This change will help build trust with your brides and make them feel more comfortable with your brand!
4. Make it Special!
When brides come into your shop, it’s an important day for them and you should celebrate! Be sure to not only hype up your gorgeous brides in person, but also online! Simple steps like following your brides on social media or posting pictures of them on your story can make every bride feel special in your store, help create a brand community, and help you create content during every appointment!
Ready to Book More Brides?
We help bridal shops owners just like you generate and convert more leads by building a trend-proof strategy! Learn more about how we can help your shop level up your marketing here!
Not sure yet? That’s okay! We share FREE MARKETING RESOURCES every week on our Instagram @engagedmarketingcompany!
