3 Marketing Assets to Create Before Booking Season and Why
When you run a service based business, you live or die by what you are doing (or not doing) to book future projects. Because, even if you are drowning in weddings and projects for clients right now, it is important to set aside time to work on securing that next paycheck. But, we know it can be hard (or damn near impossible) to find the time to strategize your next move, let alone make moves on it. So today, we wanted to take the strategy off of your plate and share the 3 marketing assets you should create before booking season kicks off! Read on and then do what you gotta do girl!
A Pop-up on Your Website
Why: To get your website visitors to take a specific action.
You might think that pop-ups are a nuisance, but when used correctly, they can be a high-converting tool. And, when it comes to creating a pop-up for your website, timing and content is everything. Be sure to put the right CTA in front of people, put your pop-up on a page with relevant information, and be timely about when you serve it. Here are some ideas of where you put pop-ups on your website and for what reason:
On your Homepage to get people to sign up for your newsletter
On your Service pages to encourage them to fill out your lead form
On your blog to giveaway a free resource (in exchange for a newsletter sign up, of course)
Most content management systems (like Wordpress, Squarespace or Showit), make it easy for people to create pop-ups without needing to enlist the help of a developer. So, when you sit down to do this (it should about 30 minutes of your time), keep these things in mind:
Have a single CTA to keep the viewer focused
Make the button a color that stands out
Hop into your settings and set “frequency rules” so your visitors don’t get bombarded
Make sure it is responsive so the Google gods don’t ding you for creating a bad mobile experience
An Advertisement to Run on Social Media
Why: To introduce your brand to a new audience and/or keep it top of mind.
When it comes to social media marketing, most wedding and creative professionals focus on growing their organic (not paid for) traffic. And, while this is an important part of any marketing strategy, it is narrow-minded to overlook what paid traffic can do for your business. Because, when it comes to advertising, you can choose to spend money on ads that get served to cold leads or you could choose to spend money on serving ads to warm ones. (Pssst…there is value in creating advertisements for both.)
Here are a few advertising tips to get you started:
Build awareness about your brand by serving ads to a “cold” audience of people who have an engaged relationship status in your service area
Install the Facebook tracking pixel on your website so you can serve retargeting ads
Keep top of mind with people who have visited your website by serving them retargeting ads (you actually can target this to people who have visited specific pages of your website!)
A Blog Post with Images from Your Best Weddings This Season
Why: To show off your most recent and on-trend work.
While we think it is a good idea to create all 3 things on this list before booking season, if you only have time to do one, write this blog post. Because, not only does it mean you refresh your blog and create a piece of content that you can share on social media, it is an opportunity to show off all of the gorgeous designs you created this past season. And, the newly engaged couples who are visiting your website want to see the level of work and looks you are coming up with now – not from 4 seasons ago.
But, be sure to pick a keyword and optimize both your written and visual content with it. What do I mean? Include your keyword in the:
URL for the blog post
Body (preferably in the first paragraph and then peppered throughout)
Image file names