I have a question for you.
Are you using reviews in your wedding planning marketing?
If the answer is no, then you are missing out on a whole lot of free influential marketing that can help to book your ideal wedding client.
Reviews are so super important because they are a third person account of what it is like to work with you. A review is someone else telling other people how amazing of a job you did on their wedding.
Think about it, if you are shopping for a hotel for your trip to Mexico, are you paying more attention to the Facebook ad or to your friend that just got back from Mexico three months ago? The same is true for people shopping for wedding planning services. Engaged couples want to hear from people that have already been there, had a dream wedding and know what they’re going through trying to research and book vendors. Your ideal client wants to know what it’s like to work with you, from your past couples.
Reviews and your Website
Everyone has a page on their website called Reviews, Testimonials or Love Notes. Check your analytics and I’m quite certain that this page gets very little traffic, maybe even the least of all your website pages. No one takes the time to go to those pages, yet they hold so much valuable information. The solution is to sprinkle reviews throughout your website, one review on every page. Of course, still keep the Reviews page up, for the few people that will go to it.
In order to get rave reviews, you need to be strategic.
Here is the exact process that I use to collect reviews and it works!
I have 100% five-star reviews on The Knot and am part of The Knot Hall of Fame.
First, after the wedding, send out a survey to the couple. This can be automated (which I highly suggest) if you use Honeybook. This survey helps you to get inside the client’s mind and learn about how much they loved or didn’t love working with you. The survey also provides really valuable feedback for developing new wedding planning programs and fine-tuning your marketing. The key to people using the survey is to keep it short and sweet so that people actually complete it.
Next, read through the survey and reach out to the clients that clearly loved working with you. Send them a short email with a link to where they should leave the review (such as The Knot, Wedding Wire or Facebook).
Follow up if they don’t post a review within a few weeks. Try sending a personal follow up email asking them to leave you a five-star review on a specific site (like The Knot). Reference a highlight of their wedding so they know you remember them and they don’t feel spammed. For example, as a wedding planner you could say “I’ll never forget when your bridesmaids surprised you with the choreographed dance! We planned that with them in secret for months before the wedding!”
Once you have a collection of outstanding five-star reviews, read through them carefully. Find the ones that really address the concerns and ideas of your ideal client. For example, if you are at the top end of pricing for your service, include a testimonial about how you are worth every penny for your wedding planning. If your ideal client’s wedding is at a winery, include a review about how you transformed their parent’s winery into a dream wedding. Don’t forget, you are putting a review on every single page, not just the Reviews page.
Now that you are showcasing reviews that your ideal client can relate too, they can’t help but contact you to learn more. The more you can paint a picture of your wedding planning services through specific, honest and heartfelt testimonials the more you will attract your ideal client.