As a business coach, wedding pros everywhere are constantly coming to me to talk about one of the sexiest topics in entrepreneurship: marketing! Today, I’m going to walk you through 2 key marketing principles that have helped me build two six-figure businesses, and share what I think is IN and OUT in a list of 2024 marketing trends. This isn’t a regurgitated list you found elsewhere on the internet. It’s what I’m personally trying and recommending the wedding pros I work with try in 2024 if they want to attract more ideal customers and build a brand that stands out in a saturated industry. So, what wedding industry marketing trends do you need to pay attention to in 2024? Let’s dive in! 

2 Candice Coppola Marketing Principles

Before we dive into what’s new in 2024 marketing trends, I want to tell you a little bit about my philosophy when it comes to marketing. After all, you should know the lens behind where this advice is coming from!

Principle #1: For Wedding Pros, I Believe That the Best Trio is Instagram, Blogging, and Networking.

While new platforms come and go (and are definitely worth exploring – keep reading for my thoughts on that), the truth is that the BEST marketing tools in your wedding business have been (and will continue to be for the foreseeable future), Pinterest, Networking, and Instagram. Let me break it down a little bit below. 

While we all love to hate on the algorithm (myself included), Instagram remains an invaluable asset for showcasing your work and building a brand identity that resonates with engaged couples. Through curated posts, relatable reels, and off-the-cuff stories, you can share your portfolio, offer behind-the-scenes glimpses, and engage with your audience authentically. Instagram is where you can craft your visual story (and in the wedding industry, the eye buys, so visuals are important!), and make an instant impression on potential clients, drawing them into your world.

On the other hand, blogging, and by extension Pinterest, serves as an indispensable tool for reaching couples who are actively seeking wedding inspiration and ideas. Creating a well-structured blog posts and a visually appealing Pinterest profile allows you to share not only your own work but also your expertise. Engaged couples often turn to Pinterest and Google to plan their dream weddings, and having a presence there can help you capture their attention right at the moment they start their search.

Lastly, I will always also stress that networking plays a pivotal role in building relationships within the industry. Networking has had a profound impact on my career, and I would not have built the wedding business I did without it. Attending local wedding industry events, bridal shows, and networking mixers provides opportunities to connect with fellow wedding professionals.

Principle #2: Marketing is One Big Experiment

Next, I also believe that at the end of the day, marketing in the wedding industry is one big, beautiful experiment. While we certainly need strategies and plans to guide our efforts, we shouldn't be afraid to infuse a sense of playfulness and spontaneity into our approach. Not everything has to be meticulously planned out to a tee (and yes, I know for some of you reading this that I’m going against your nature here!). But as a recovering perfectionist myself, I can tell you that sometimes the most magical moments happen when we embrace the unexpected and dare to try new things. 

The truth is that our marketing is a great place for us to explore fresh ideas, test new tactics, and let our creativity run wild. So, don't shy away from uncharted territory (hello – who is trying threads right now?!), or worry too much about getting everything right. Embrace the joy of experimenting!

OK, now let’s jump into the biggest 2024 marketing trends!

The Biggest Wedding Industry Marketing Trends in 2024 (What’s IN!)

Using AI Is In… But Use it Well

I’ve seen so many bad captions lately that I barely wanted to include this… but the truth is that AI is here to stay and I think in a lot of ways we can use it to make us better marketers! While ChatGPT is FAR from being able to write Instagram captions that people want to read, it’s really great at:

• Brainstorming your customer's pain points or desires to find new ways to say them
• Coming up with relatable moments to plan your reel content (we are all craving connection)
• Helping you outline and write blog posts (the keyword here is HELPING)
• Repurposing content you do have
• Coming up with better ways to say things (like “can you write a response to this email that says NO in a nice way”)

AI is a tool, but it’s not your marketing department. Use your brain to refine the content AI produces, and invest your time into learning and playing in 2024.

Creating ORIGINAL Content is King

Remember how we all complained about trends? In retrospect, they were easy content.

In a list of 2024 marketing trends, it’s worth noting that originality is going to be more important than ever when it comes to standing out online. You need to offer something unique and genuine. Wedding professionals are realizing that cookie-cutter approaches and recycled ideas no longer suffice. And honesty? Good riddance. Engaged couples are also seeking fresh perspectives and personalized experiences.

Therefore, in your marketing strategy for 2024, prioritize creating content that reflects your unique style, expertise, and personality. Whether it's in your social media posts, blog articles, or client interactions, originality will be the key to capturing the hearts of couples looking for a wedding professional who stands out from the crowd.

Vlogging? It’s BACK!

Listen, you may not like this one! But the truth? Couples and clients are eager to get a glimpse behind the scenes and connect with the real faces behind the businesses they choose. Vlogging, in particular, allows wedding professionals to walk people through ‘a day in the life,' offering a candid look at their work, processes, and even their personalities. It's a way to build trust, establish a deeper connection, and humanize your brand. So, this year, if you're looking to engage and resonate with your audience, consider adding short-form videos and vlogs to your content strategy. Share your journey, your insights, and your passion, and you'll find that this kind of authentic storytelling is exactly what your audience craves.

Want to see an example? This one is kind of silly but watch me unbox my four Christmas trees here!

You Need to Show Your Face on Stories

This is less of a formal marketing strategy and more of a habit you need to adopt in 2024. In 2024, one of the key strategies for creating a stronger connection with your audience on Instagram is to show your face on Instagram Stories. The reason this is so important is because it really feels like you are breaking down the barriers between you and your followers, allowing them to see the real person behind your brand. Sharing your face, whether it's during behind-the-scenes moments, sharing insights, or simply saying ‘hello,' adds a personal touch to your content that text and images alone can't convey. It instantly makes you more relatable, fostering a sense of trust and authenticity. Can you tell that’s a recurring theme on this 2024 marketing trends roundup?

Don't be shy about appearing on camera. Let your audience see the person behind the business, and you'll find that this simple act of showing your face can go a long way in building a deeper and more meaningful connection with your Instagram followers

3 Words: NEW. GIRL. ENERGY.

Lastly, it's time to channel our inner ‘New Girl Energy' in 2024. This means being unapologetic about showing up frequently and trying new things without fear. It's easy to get caught up in excuses or hesitations, but it's time to put ourselves out there more boldly. Don't hold back; take risks, and showcase your passion unapologetically. Whether it's experimenting with new content formats, engaging more frequently on social media, or daring to be different, this year is about stepping outside your comfort zone and embracing ‘New Girl Energy.' It’s time to create a marketing presence that leaves no room for excuses.

What’s Out (You Won’t Find This in My 2024 Wedding Industry Marketing Trends)

Copy and Paste Captions

Whether you’re using a cheap template kit you found online or ChatGPT, it’s time to stop writing captions that let’s be honest, you are hoping nobody will actually read. Between the keyword stuffing and “fancy words” that don’t even make sense, this is one of my biggest OUTS in a list of 2024 marketing trends. While it’s true that less and less people are reading the captions, the people who are likely to book you ARE paying attention. Not only will it feel inauthentic if they do book you and you sound nothing like how you’re writing, but I can also guarantee you are repelling people by sounding like a robot.

Going All In On Instagram

Lastly, one of the most exciting shifts we're witnessing in 2024 is the move away from going ‘all in' on Instagram. For too long, many in the industry relied heavily on this platform as their primary marketing channel. However, as a coach and observer, I've been THRILLED to see that wedding professionals are taking a more diversified approach to their online presence in 2024. It's a reminder that you don't want to put all your eggs in one basket, especially in the ever-evolving landscape of social media. The women in my mastermind are experimenting with threads, starting Youtube channels and podcasts, and trying out TikTok. It’s fun to see them having fun with it (and it’s working!).

Have Fun With These 2024 Marketing Trends!

OK – that was a lot! I want to remind you that the key to success lies in embracing change, experimenting boldly, and staying true to the principles that guide us. If you want to see how I put these trends into action in real life, don't forget to follow me on Instagram. Here's to a year of creativity, connection, and ‘New Girl Energy' in your marketing endeavors!

This episode of The Power in Purpose Podcast was thoughtfully sponsored by Provenance, an AI ceremony tool perfect for wedding pros who want to help their clients create meaningful wedding ceremonies. Click here to learn more about Provenance and sign up for your free trial. Use the code CANDICE and save 20% off a Provenance Pro subscription!

Explore More Wedding Industry Resources

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• Why You Need to Create a Customer Journey in Your Wedding Planning Business
• How to Start a Wedding Planning Business
• 5 Ways to Make More Money As A Wedding Planner
• How to Book Your FIRST Client as a Wedding Planner
• Here’s What Every Wedding Planner Needs To Include In Their Wedding Design Proposals
• How to Attract and Speak Directly To Your Ideal Client
• 5 Social Media Mistakes Every Wedding Planner Makes
• How To Get Wedding Clients When You’re Just Starting Out
• What Are The Best Resources For Wedding Planners?
• 4 Strategies That Will Help You Book MORE Of Your Ideal Clients
• Why You’re Not Attracting The Right Clients and How to Fix It

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