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How to Attract Your Ideal Clients

Where Are Your Ideal Clients Hiding? Here’s What You Should Do To Marketing Your Wedding Business

September 15, 2021

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I'm candice!

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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*cues up to the bar* Let's start the tab, shall we? Take the quiz and find your brand cocktail for success.

Wedding business marketing can be tough-especially if you're trying to attract magazine-worthy clients. Can I be brutally honest with you? If you haven't worked with your ideal client avatar yet in your wedding business, it might be because you're showing up in all the wrong places. Or, you're talking to someone who doesn't really exist.

Often, when I ask wedding planners to describe their ideal client to me, they describe the exact same person.

My ideal client is 25-35 years old and a professional. She shops at Nordstrom, her household income is well over six figures, oh yeah – and she also is willing to shell out a bunch of cash for a wedding planner.

Although these facts might be true about your ideal client, this is not enough to market to them effectively and find them in real life. Partly because it's incredibly vague. And partly because you treat your ideal client like they are perfect (spoiler alert: they aren't!).

Before you can even attempt to dive into better wedding business marketing, attempting to book more ideal clients and make sales, you need to do some hard work uncovering who your ideal clients are.

Seriously, don't skip this step. It seems simple enough, but without it, the rest of this post won't be nearly as effective!

Okay, ready? I'm going to trust you paused to do the work here, or you've invested a chunk of change ($37!) and grabbed my Ideal Client Cocktail so you can genuinely uncover who your ideal client is. I'm biased, but I feel pretty confident in saying that it just might be the best $37 you've ever spent.

Wedding Business Marketing Strategies: How do you book more high-end weddings? And what's the strategy for marketing your wedding business? If you're a wedding planner wanting to learn how to market, this article is for you.

Finding your Ideal Client Avatar in Real Life And Getting The Most Out Of Your Wedding Business Marketing Strategy

Can I tell you a secret? It's much easier to have your ideal client avatar find you than find them. Below, I have listed five places where your ideal client is likely looking for your services. You know your ideal client best, so I will leave which area you should focus on up to you.

When it comes to marketing to your ideal client in the wedding industry, you want to show up where they are, but you also want to show up in a way that makes you feel comfortable and lets you (at least somewhat) enjoy the process.

For instance, if you hate Instagram, focus on building your blog content. If networking drains you, focus more on the online marketing channels. As a business coach for wedding pros, I have learned that there is no one right way to do things. You get to decide what a business you love looks like!

Now, let's jump into the five main places your ideal clients can find you!

1) Google Searches

If I know anything about your ideal client, it's that they are using Google to find exactly what they need. After all, how did you find me today? I'm guessing it started with a search! Can I be honest with you? I geek out over SEO. I have found repeatedly that focusing on your search engine presence is beneficial in so many ways.

First, you automatically look like a professional when you show up on page 1 of Google. Second, SEO strategies don't change as frequently as the Instagram algorithm. It's much easier to stay on page 1 than you think.

If you are a podcast listener, make sure you listen to this episode with Vanessa Hicks. She talks about how the average lifespan of an Instagram post is 48 hours, but the average lifespan of a blog post is 700 days! Doesn't that sound like a place where you should put your marketing efforts? Blogging is excellent for SEO and one of the ways you can make sure you show up in your ideal client's Google searches.

A quick tip: When they search for your service, they check reviews! Include your Google Business profile when you ask your couples for reviews.

2) Locations

When they are searching for their wedding venue or destination, their searches revolve around the locations they are interested in. When you are crystal clear about who your ideal client is, you can use that information to target your ideal clients.

Want to rev up your wedding business marketing?

Start blogging about your favorite locations in your city – your favorite wedding venues, places to take wedding day portraits, your favorite hotel for out-of-town guests to stay! A little SEO tip? Use nicknames of your locations, too (and airport codes – if it's popular!).

Don't forget to collaborate and feature other wedding vendors that complement your service! Before you collaborate, make sure your ideal clients are similar, and you are crystal clear on who you hope to bring in! Guest blogging can be a great way to increase your exposure, and backlinks to your site are great for SEO (that's when they link back to your website as a way of cross-promotion!).

3) Recommendations from Family and Friends

Wouldn't it be nice if you knew the friends and family members of your most ideal clients?

Don't worry. I know that's not realistic (for now!). With that in mind, recommendations from family and friends are an incredibly effective way to get more ideal client business once you start. You shouldn't feel bad about asking current and past clients to send more people your way.

The other point I want to make here is that although marketing is essential, I want you to make sure you're taking care of the clients you have really, really well.

So often, we face mindset blocks where we just want more and more. We constantly worry that we don't have enough, so all of our efforts go toward finding new clients (and we're willing to take everyone and anyone). That's not the kind of business that I want for you.

Often, there is more opportunity in our current clients than we realize. Treat them well, and you will reap the benefits for years to come.

How do you book more high-end weddings? And what's the strategy for marketing your wedding business? If you're a wedding planner wanting to learn how to market, this article is for you.

4) Referrals from Other Wedding Vendors (so get networking!)

Wedding business marketing is all about networking.

Has your ideal client already booked a few of their wedding vendors before they start to look for your service? If so, they are getting recommendations from the wedding vendors they've already booked. I have to admit, this works better for wedding vendors who are typically booked further down the line in the wedding planning process than it would for someone like a wedding planner. Often, we are the ones recommending other vendors and not the ones that get recommended ourselves. Not always, though!

Don't ever underestimate the wedding venues that might send couples your way or the cake designer with a lot of friends (that look a lot like your ideal client!) getting married soon.

When I started my business, I put a lot of effort into making as many connections as possible, and I have seen this investment pay off tenfold. As in-person events start to safely open up again, get involved in your community.

If you are new to the industry, consider interning or volunteering with fellow wedding pros who do the work you would love to do.

5) Instagram

I tell the women in my mastermind all of the time: the eye buys. In the wedding industry, we are incredibly fortunate to have an abundance of beautiful visuals. Put the stunning photos you have (of real weddings or styled shoots) to work on Instagram.

A quick tip: Make sure you use location-based hashtags and geo-tagging the places where you want to work. If your ideal clients are looking for inspiration and information for their wedding, that's where they will look.

If you don't have a robust portfolio (yet), you can get away with stock photos in the meantime. I highly recommend you take the networking skills I talked about above and put together a styled shoot (or two) as soon as possible! It is a great way to showcase your real and authentic work, but it's also a great way to really get to know other vendors in the community. We are all in this together!

Wedding Business Marketing Strategies: How do you book more high-end weddings? And what's the strategy for marketing your wedding business? If you're a wedding planner wanting to learn how to market, this article is for you.

Wedding Business Marketing Tips: How To Find More Of Your Ideal Clients

As a quick recap, if you want to book more ideal clients for your wedding business, and you're ready to kick up your wedding business marketing… you need to show up where they are hanging out (in real life and online!). Just because you build it doesn't mean they will come. If you focus your marketing efforts where your ideal clients are already hanging out, it will be much easier (and more sustainable).

Although I recommend you dive straight into my Client Cocktail for even more actionable advice, here are a few places your ideal client avatar is hanging out right now:

  1. They are using Google to find exactly what they need (and check reviews!)
  2. When they are searching for their wedding, their searches revolve around the locations they are interested in.
  3. Your ideal client is asking their friends and family for recommendations.
  4. Has your ideal client already booked a few of their wedding vendors before they start to look for your service? If so, they are getting recommendations from the wedding vendors they've already booked.
  5. The eye buys (and we all love a visual platform). Your ideals clients are looking at Instagram hashtags and geotags to find inspiration and information for their wedding.

Once we know where your ideal clients are looking for you (and exactly what they are looking for!), booking them gets much easier! Cheers to booking a lot more dreamy clients in your future!

Before you can find your ideal client, you need to know exactly who you are talking to. Grab My Client Cocktail for a breakdown of EXACTLY how to find (+ book) your ideal clients.

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For More Wedding Industry Business Secrets, Follow Me on Instagram

If you're into business advice, cocktails, #islandlife, real housewives memes, #teamariana, skincare, and houseplants– then you're definitely following me for all the right reasons!

In case you need a refresher - I'm Candice! And I believe you shouldn't have to do business (or happy hour) alone.

I help wedding pros of ALL kinds build a profitable business with purpose. 

I've been mentoring wedding pros since 2011, mostly while I was growing my renowned wedding planning & design company.

In 2019, I sold my 6-figure business so I could help you build the kind of business that you want. There are so many ways we can connect to help you grow your business! Here are a few:

🎙 Check out my podcast, The Power in Purpose
📹 Watch my YouTube channel if you're five years or less into your business
📗 Join me inside my community for planners, The Planner's Playbook
💡Apply to be inside my high-level mastermind for women in the wedding industry, WeddingPro Insiders

Building the kind of wedding business you want doesn't have to be hard. In fact, growing your business can be easy.

The secret to growing your business quickly is working with someone who has been where you want to go. And I'm that guy! 😉

Thanks for being here 🥰❤️ and thanks to @tyzwilson for the photo 😘

#fridayintroductions #candicecoppola #honeybook #weddingpro #weddingpros #weddingindustry #weddingindustryeducation #weddingindustryexperts #weddingmba #businesscoach #eventprofs #weddingplanner #weddingplannerlife #lifeofaweddingplanner #risingtidesociety #therisingtidesociety #theplannersociety #plannersplaybook
One of the most common questions I’m asked is, “Candice, should I raise my price?”

I know this is a struggle point for most business owners, makers, and service providers. No matter if you’re brand new to business or you’ve been in business for a gazillion years, we feel really self conscious about our price.

We hem and haw over whether we should increase it or keep it where it is, and start asking questions like...

👀 How do I know if I am ready for a price increase?
👀 What should my pricing be??
👀 What does it mean if I start charging more money?
👀 What will happen if I raise my rates? Will my clients abandon me?

I have to admit - the answer to whether you should increase your price isn’t as straight forward as I’d like it to be, which is why I recorded today’s episode!  

While it is a process to raise your rates, this episode of The Power in Purpose podcast will help you understand better when it’s smart to raise your price - and the strategy behind raising your rates. 

I also talk about the repercussions of a price increase - because I know you’re scared of that, too.

I can’t wait to hear your thoughts on todays episode!
#candicecoppola #weddingpro #honeybook #weddingplanner #lifeofaweddingplanner #weddingplannerlife #weddingphotographer #weddingplannereducation #weddingphotographers #weddingindustry #weddingindustryeducation #weddingindustryexperts #weddingindustrypodcast #weddingmba #eventprofs #pricingstrategy #pricing #businessquotes #businessstrategy

First, what did you think of my analogy about ‘tweaking’ your brand into something that becomes unrecognizable?

On the podcast this week I’ve got a special guest: my own brand designer and strategist, @nicoleayang!

Nicole and I are talking about HOW to create an instantly recognizable brand, WHY it’s important to your success - and branding trends with think are TIRED 🥱.

It’s an episode filled with branding gems from one of the smartest and most talented branding strategists I know!

👉🏼 I’d love to know what your take away is from this episode - and if I should have Nicole back for another round of branding truth bombs?! 💣

Tell me below! 

#theplanersplaybook #candicecoppola #weddingpro #weddingpros #dayofcoordinator #weddingplanner #weddingplanning #thepowerinpurposepodcast #weddingpropodcast #weddingindustry #weddingindustrypodcast #branding #brandingtips #brandingpodcast #weddingindustryeducation #honeybook #risingtidesociety #nicoleyang

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Each week, we explore how to build a profitable business with purpose—and the stories behind successful entrepreneurs who have. Get ready to dig in and have meaningful conversations about business and life, as we explore the strategies and techniques that build the kind of business you want. 

I believe entrepreneurs who lead with their purpose are more successful, less likely to burn out, and deeply connected to why they do what they do. 

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