I like both WeddingWire (WW) and The Knot (TK) as places where you can increase your online visibility, build your brand, and reach more brides and grooms. Both of these websites have significant reach into the business of wedding planning. Having grown up in a small fishing town north of Boston, I frequently heard: “If you want to catch more fish, fish where the fish are!” There is no argument the “fish” are at WeddingWire and The Knot.

If you are going to spend money to advertise at either of these sites, or even if you have a free listing, be sure to take full advantage of all they have to offer and optimize the your “storefront.” I have seen too many wedding businesses casually put their listing together and that is a big mistake. There is plenty of competition at WW and TK. If you look more appealing and professional than the competition, you will get better results. Alternatively, if you do not look as appealing as another vendor, you will lose the opportunity and the ROI (return on investment) on your advertising spend declines.

Action Items:

  • Look at the profile images your competitors and try to create something more eye-catching
  • Add new pictures, a profile should have a minimum of 15 to 20 GREAT pictures
  • Make sure your marketing copy is engaging and informative
  • Invite people to visit your website for more information (i.e. create curiosity)

Additional Resources:

Optimize your online presence at both WeddingWire and The Knot. If you need help, reach out to your sales representative.

Use a separate tracking link for each site to track clicks from their websites to yours. You may be surprised at what you find. An easy way to do this is to open a free link tracking account at Bit.ly (http://bit.ly).

 

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