JUMP TO: Improve my Google Business profile in <10 minutes
This article is written for wedding businesses, but the tips apply to any industry!
When you’re the owner of a local event venue, there are many best practices to consider in your marketing strategy. It can be hard to know where and how to start when you have so many options available. We’ll talk about the strategies that work for some of the most successful venues in the wedding and event industry and provide some helpful tips on finding success from one of the top marketing experts in this field!
What are the most useful practices for marketing for your wedding venue?
You know all the basics already, right? Have a website, post to social media, post blogs, blah blah blah. Let’s focus on some of the lesser-known ways to boost your marketing so that this article ACTUALLY helps you!
I’m going to touch on some ways to improve your Google Business profile to get more leads, and I’ll never claim to be a top expert (cause I’m humble like that!) plus I think screenshots with actual numbers are ’nuff said over anything I can write about myself.
22,700 views to Mountain House Estate’s Google business profile IN ONE MONTH.
523 visits to their website from this profile! 534 requested directions – Google only tracks the first action (i.e. they could open in Maps, then open the website afterward or call, but I have no proof if they visited the website so I won’t speculate here…but I can say they get between 9,000-18,000 site visitors per month!)
That’s a lotta photo views!
You want to see numbers like this, right? It takes a lot of work and some outside help, but here are 3 things you can do on your own to boost your Google Business profile right now.
1. Add 100 photos to your Google Business profile, then upload those 100 photos to your website (with the same metadata).
Studies show that if you have under 100 photos, your profile won’t rank as well. If you have 100 images, your website has a better chance of ranking. But don’t worry about adding over 100 photos – the graph flattens out after 100! Be sure to add pictures of your logo, team members, interior and exterior images.
2. Optimize the Question & Answer section on your Google My Business profile.
You have a cousin, sister, aunt, or best friend, right? Have them visit your Google profile and ask at least ten relevant questions. Then, wait a few days and go in and answer those questions with relevant keywords.
Want to see that in action? Visit this link, which takes you to Mountain House Estate’s Google Business listing. Then check out the Question & Answers section to get some ideas for questions and your replies.
3. Add your recent blog posts to your Google Business Profile with optimized keywords.
Your Google My Business profile is arguably more important than your website. Why you ask? When people search for wedding venues locally, Google shows LOCAL results before organic page results (move aside, The Knot and WeddingWire!) Not only will more people find your profile if you add more posts to it, it’ll also look more updated and attractive than your competitors.
The Knot and WeddingWire pay tens of thousands of dollars each month for SEO, so it’s hard to outrank them – this doesn’t mean you shouldn’t work on your onsite SEO, by the way! More on that later.
🥳 BONUS: 4. REPLY to your reviews using strategic keywords.
No one says it better than your past wedding couples, so ask them to leave you a Google review (the most crucial review platform). I know, you’re thinking “yeah, yeah, nothing new here.” But here’s two things you might not have thought to do:
Make it super easy for them by sending them a link to review right on the spot. Here’s how to do that straight from Google:
- On your computer, visit this link: https://business.google.com/.
- If you have multiple locations you manage, just open the one for your venue.
- In the left menu, click Home.
- In the “Get more reviews” card, you can copy your short URL to share with customers.
On a phone? Download the mobile app so you can update & post on the fly!
- Tap Customers and then Reviews.
- In the top right, tap Share Share.
- If you haven’t created a short name, you’ll be prompted to make one – use your business name
Reply to those reviews using strategic keywords, but don’t make it sound iffy.
Google values authentic reviews and replies. So if you want to reply to a client who raved about how you offer the best all-inclusive package.
Your review could say something like: “Thanks, Emma! We’re delighted to hear how much you enjoyed our all-inclusive package because we’ve worked so hard to be one of the few California wedding venues that offer that! Thank you for taking the time to leave us such a sweet review.”
Now let’s talk content. I am NOT going to tell you to write about wedding trends or celebrity weddings, people can get that info anywhere.
Write about content that is relevant to YOU, not generic wedding content they can get anywhere online.
Content should be original and not the same as other wedding blogs out there. You want to provide them with new ideas that they haven’t heard of before, especially those directly relevant to your venue. For example:
- What is distinct about your venue?
- What benefits do you offer that others don’t?
- What are your unique selling points?
- What are your popular wedding packages and why?
- How do you work with the couple to make their day unforgettable and unique?
Answers to these questions could be a new blog post.
Here are some examples to inspire you:
PRO TIP: However, if you have the budget for it, you can consider getting into more topics, such as wedding colors, timeline, planning help, and more. It shows wedding couples that you are informed, online, and a thought leader in the wedding industry by posting these topics. It’ll put them more at ease to book a property tour with you. But if you’re starting your writing journey, write that cornerstone content that’ll get more visitors to your website.
For example, we put together Wedding Planning Resources at Mountain House Estate. See more here: https://mountainhouseestate.com/wedding-planning-resources/
Here are some more best practices of marketing for wedding venues:
– Make sure your website is the most beautiful around and has as much information as possible. ‘Nuff said. Need more help? Visit this article we wrote about designing a website that converts Millenials & Gen Z.
-Be clear about what you have to offer and how it’s different or better than other venues. You can answer this by explaining any distinguishing features that your venue has and why it is a good fit for couples looking for these same things. For example, if you offer overnight accommodations with a welcome breakfast and most other venues in the area don’t, you want to highlight this! You don’t have to look far and hard to find what’s best about your venue – head straight to your reviews! No one says it better than raving past couples.
-Be creative! Show couples what your venue is like through photos, videos, and articles.
-Post updates regularly about any new changes at the property or improvements that have been made to stay current with trends in weddings. Hint: use your Google Business profile to do this!
-Consider posting content that you know your target audience (couples) will want to see. We touched on this above, but I can’t emphasize it enough!
-Give people a good reason to call or email by providing contact information and links on the website so they can quickly get in touch with your venue! Give them plenty of ways to contact you: call, text, email, schedule a tour (sync with your calendar), or fill out a form. Don’t force them to fill out a long-form. Worry about filtering out leads once you start getting too many and want to trim down to quality leads – a common good problem to have that our clients experience!
I hope you found this article useful and already have your Google Business listing opened and ready to make some updates! If you need any help or further clarification, don’t hesitate to reach out to me!