Blue Magnet Hotel Online Marketing Guide

4 Wedding Venue Marketing Tips To Increase Your Revenue

My colleague and I had the pleasure of attending 2014 WeddingWire World Chicago on behalf of Blue Magnet Interactive. The event educated vendors about different strategies for successfully marketing their wedding business online. After a fun-filled day attending panel discussions and presentations by industry experts, we walked away armed with the latest trends and insightful tips for wedding venue marketing. We’ll share our key takeaways from WeddingWire’s event, including facts and figures provided by the speakers, to ensure you are well-equipped to market your hotel as an ideal venue for weddings and receptions.

4 Ideas on How to Improve Your Wedding Venue Marketing

Social Media

What social media strategy should my wedding venue use?

Did you know 1 out of every 4 minutes spent online is specifically spent on a social networking site? Today’s engaged couple is extremely social, and typically begins the research phase of selecting a wedding reception site by browsing your social media pages and looking for things like pictures, reviews and the vendor’s personality.

Some of our favorite recommendations from WeddingWire World you can apply to your wedding venue’s social media strategy include:

Should I be using paid social to market my wedding venue?

While not discussed in any of the panels, paid social campaigns can be a significant factor in helping couples find your venue when they begin their search. Blue Magnet has a lot of experience in running social campaigns as part of wedding venue marketing efforts. Please, check out one of our case studies which details how successful these campaigns are for event venues.

Online Reviews

How can I leverage reviews of my wedding venue to gain more business?

If you have not been encouraging your previous clients to share their experience through a review yet, this needs to be one of your top priorities! In fact, 95% of engaged couples use online reviews to select wedding vendors. In addition, younger generations are very inclined to read reviews; If your hotel does not have a positive reputation on various online review sites, it will probably struggle to attract any millennial shoppers.

Some key tips to ensure your hotel acquires valuable wedding reviews or testimonials include:

Mobile Strategy

Should my wedding venue have a mobile friendly website?

81% of people leave a website when they have a bad mobile experience. A bad experience is typically a result of the website not being properly optimized for mobile users. While Blue Magnet Interactive has strongly encouraged hotel websites to be mobile-optimized since the beginning of the mobile trend, it was pretty astonishing to hear this statistic at WeddingWire World!

Hotels using email marketing to promote their wedding space need to be especially aware of mobile optimization because 65% of people open emails on their phone. The industry pros at the WeddingWire event recommended checking the emails you send out are mobile-optimized, providing content that is to the point, and ensuring the email itself is free of overwhelming amounts of text and images. More so, the links embedded in your email campaigns are likely pointing to your website, so if a user comes straight from a mobile-optimized email to a website that is not mobile-optimized, you are more likely to lose the potential client.

One of the speakers shared an interesting perspective regards to websites, pointing out: “You don’t get business from your website but rather through your website.” We felt this was important because your website does not necessarily yield direct business; often times it is the information you provide on your website, and the experience you provide guests that generates client interest. They see the information on your website and then decide to connect with you, whether it be through your website’s contact form, by phone, or through email. At Blue Magnet, we know a hotel’s website is specifically designed to help answer any questions a potential client or engaged couple may have, and often is an important resource towards the beginning of the shopping phase; so, by the time a client is ready to book a wedding at your venue they have gained the necessary information through your website and are ready to contact you to move onto the next step.

Should my hotel have a dedicated page for weddings?

Marketing a hotel wedding venue is not different than any other venue. Hotels do find themselves trying to appeal to all sorts of events on their websites and at times do not create special content just for weddings. Creating a wedding page on their websites is a critical step in effectively booking more weddings.

LGBT+

How can my wedding venue attract more LGBT+ weddings?

Kathryn Hamm from Gayweddings.com gave an outstanding overview of the growth the LGBTQ community has seen over the years and why vendors should be connecting with this segment now more than ever before. To start, Hamm mentioned 77% of people under the age of 30 support gay marriage, meaning, acceptance is continuously growing. Additionally, she explained 46% of same sex marriages wed in the couple’s home state. The remainder of same sex couples travel. If your wedding venue is not actively marketing to the LGBT+ community, then your venue is losing revenue to your competition.

Kathryn also reminded the audience to avoid “vendor awkwardness.” Believe it or not, one of the biggest concerns LGBTQ couples face when planning their wedding is not due to cost, but rather anxiety: “When I call, is the vendor going to hang up on me?” To avoid vendor awkwardness and assure all clients their queries will be well-received make sure your hotel markets itself as being inclusive and accepting.

A few ways you can ensure your hotel’s marketing materials are inclusive of all couples include reviewing your:

Based on the changes happening across the country, particularly in Congress, Hamm left us all with one final question: Will your business be ready to support same-sex marriages by June 2015?

Overall, we gained some great insight into the wedding industry and learned several helpful tips to help hotels market their wedding space more effectively, all while having an awesome time mingling and networking! To learn more about WeddingWire World Chicago, be sure to search the hashtag #WWWorld. We welcome your questions and feedback so be sure to connect with us on Twitter @Blue_Magnet!

Blue Magnet Interactive is available to help you with your wedding venue marketing, whether it is creating marketing ideas for your wedding venue, building out content for the wedding venue pages on your site, or through a paid social campaign. Contact Blue Magnet to start learning how we can help your wedding venue generate more revenue for you.