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Wedding Industry Marketing

4 Wedding Blogging Mistakes Almost Every Wedding Planner Makes

June 5, 2024

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I'm Candice, your new tell-it-like-it-is BFF (and purpose cheerleader). Are you ready to grow and scale a profitable business with purpose–and one that gives back to your meaningful life? Thought so!


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Blogging is one of my favorite marketing strategies for wedding pros. Not only does blogging help showcase your expertise (and gorgeous photos!), but it also gives you a way to connect with potential clients who are LOOKING for your services right now (unlike social media where you are interrupting their feed trying to catch their attention). With that said, even the most experienced wedding planners can make wedding blogging mistakes that decrease the impact of their blogs, and that’s what I want to talk about today.

As a wedding business coach, I've seen firsthand how avoiding these mistakes can significantly improve your online presence and attract more of your ideal clients. In this post, I'll share some of the biggest mistakes wedding planners make in their blogs (and provide tips on how to create content that truly resonates and drives your business forward!). Sound good? Let’s dive in!

#1 Not Making Your Blog Posts Location-Specific 

One of the biggest mistakes I see wedding planners make in their blogs is forgetting to make them location-specific. As a business coach who has helped hundreds of wedding pros at this point, I can tell you that for most of us, generic wedding planning advice just doesn't cut it. Couples, especially couples with higher wedding budgets, aren't searching for broad tips—they're looking for tailored insights and inspiration that speak directly to their unique needs and circumstances.

Let me give you an example: when couples are planning their big day, they're drowning in details. Instead of writing general posts like “How to Plan a Wedding,” dive deep into topics that are highly relevant to your ideal client. For example, “The Top Wedding Venues in [Your City]” is more likely to catch their attention. This type of content not only positions you as an expert in your local market but also provides tangible value that resonates with couples planning their weddings nearby (and at the venues you are hoping to book!).

Specificity Always Wins

While I do think making your blog posts location-specific is always a good idea, you can also use your blog to lean into more niche aspects of wedding planning. Posts like “How to Plan a Destination Wedding” or “A Comprehensive Guide to Outdoor Tented Weddings” cater to specific interests and scenarios that YOU might be interested in booking. 

Basically, when your content is precise and relevant, it cuts through the noise and speaks directly to the concerns and dreams of your readers. This level of specificity can significantly boost your blog's engagement and conversion rates, transforming casual readers into loyal clients.

#2 Not Learning SEO

Another one of the wedding blog mistakes I see wedding planners making with their blogs is not investing the time to learn SEO. While SEO (Search Engine Optimization) might seem intimidating, I promise you that it’s not as hard as it seems. And I can promise you that it’s WORTH learning.

Think about it: couples are turning to Google daily to find inspiration, advice, and services for their wedding. If your blog isn't optimized for search engines, you're missing out on a HUGE opportunity to reach these potential clients (and if you follow my advice above, it will be the RIGHT clients).

When it comes to SEO, the basics can be mastered without needing to learn a bunch of text or coding. Start with keyword research—identify the terms and phrases your target audience is searching for. Incorporating these keywords naturally into your content helps ensure that your blog posts show up in search results (for example, mine here is “wedding blog mistakes”.. Once you have your keyword chosen and content created, simple adjustments like using descriptive titles and meta descriptions can make a world of difference.

Why Blogging for SEO Is So Important

One of the biggest advantages to blogging over social media is its staying power. While social media posts quickly get buried in feeds, if they are seen at all, blogs have a longer shelf life. A well-optimized blog post can continue to attract traffic and generate leads for months, even years, after it's published. 

On top of that, understanding SEO empowers you to create more intentional and strategic content. You'll be able to pinpoint exactly what topics resonate most with your audience (the ideal clients you want to attract!) and tailor your posts accordingly. For example, if you hate barn weddings, you won’t write about the best barn wedding venues, right? Blogging let’s you CHOOSE who you want to get in front of.

#3 Sleeping on Pinterest

While this isn’t technically one of the wedding blog mistakes, it’s worth talking about here. Another common mistake I see wedding planners make is forgetting to leverage Pinterest for their blog posts. Pinterest is an incredibly powerful platform, especially in the wedding industry, where visual inspiration is key. By not sharing your content on Pinterest, you're missing out on an audience that's actively searching for wedding ideas, tips, and vendor recommendations.

Using Pinterest as a Wedding Pro

By putting your blog posts on Pinterest, you're tapping into a platform that's perfectly aligned with the needs and behaviors of those you want to attract. Remember, Pinterest isn't just a social media platform; it's a search engine in its own right. Couples use it to discover and save ideas for their big day, making it a perfect place to showcase your expertise. When you create visually appealing pins that link back to your blog posts, you drive traffic and increase the visibility of your content. This can translate into more inquiries and bookings, as couples come to see you as a go-to resource for wedding planning. 

Plus, like with your blog, pins have a longer staying power. Unlike other social media posts that quickly fade away, pins can circulate and gain traction for months or even years. This means your content continues to work for you long after it's published. 

And in case you don’t know how to use Pinterest, I’m including a FREE Pinterest mini-course to anyone who joins me inside of Planner’s Playbook the next time doors open! Get on the waitlist now so you don’t miss it!

#4 Not Putting Enough Effort Into Your Visuals

Last but not least, one of the biggest wedding blog mistakes is not using the right images to attract your ideal clients. I always like the say that “the eye buys.” Visuals play an important role in conveying the quality and style of your services. If your blog lacks stunning, high-quality images, you're likely missing out on engaging potential clients who could fall in love with your work at first sight. Sorry to say – those free stock photos are not cutting it! 

If you find yourself without images you're proud to display, it's time to consider investing in professional stock photos or, even better, planning a styled shoot. Stock photos can be a quick fix and fill in the gaps, but a styled shoot allows you to showcase your talent and style. By collaborating with other vendors, you can curate a collection of images that perfectly represent the weddings you plan and the experience you offer. And if you’re not sure how to plan a Styled Shoot don’t worry, I have a complete Playbook here walking you through everything you need to know (step-by-step!).

Want to learn more about blogging for your business?

If you're ready to take your blog—and your business—to the next level, then you need to check out the Planner's Playbook. Inside my monthly membership, you'll find a mini-course on blogging packed with everything you need to know to attract and book ideal clients with your blog. Plus, every month, I deliver a high-quality playbook that dives deep into one crucial aspect of your wedding business, along with four relevant blog post ideas to keep your content fresh and effective! Get on the waitlist now!

Explore More Wedding Industry Resources

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Is your brand experience attracting and repelling the right people? 🤔🤔🤔🤔

Branding and client experience are important as a wedding pro, and today, we are talking about where the two meet! 

In this episode, I’m chatting with Ally Baur of @allybdesigns all about the elements of brand experience, the role of branding in attracting ideal clients, the impact of templates on brand consistency, and the significance of customer service in the wedding industry. 

It’s an episode you’re gonna want to listen to if you want make sure your brand and brand experience is up to snuff.

Comment 133 below and I’ll DM you a direct link to listen! 

#powerinpurposepodcast #thepowerinpurposepodcast #brandidentity #brandexperience #weddingindustry #weddingpro #weddingpros #candicdcoppola #weddingproinsiders #clientexperience #brandstrategy #brandingtips
Today was a GREAT day to chop off all my hair. This is your sign to shed anything that’s not serving you. ✨

Special thanks to @naomihairsyou and @ronavictoriaa_ 🥰😍

#hairtransformation #hairchop #shorthair #bluntbob #blondebob #candicecoppola #hairbeforeandafter #barbados #summerhairgoals #chopoffyourhair
Can you get sued for networking? How should you be LEGALLY protecting yourself while building relationships within the wedding industry?

This is an interesting question we are exploring and answering in the latest episode of The Power in Purpose Podcast! My guest is attorney @nicolecheriodenlaw and she’s breaking down the steps you need to take to make sure you’re protecting your biz.

👇🏻 Comment the term LEGAL below and I’ll DM you a link this episode! 

#thepowerinpurposepodcast #candicecoppola #weddingpros #weddingindustry #weddingpro #weddingpodcast #weddingpod #weddingindustryeducation #weddingphotography #weddingplanner #networkingtips

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