If you’ve ever planned a wedding, you know that there’s a moment where you seriously start considering running away. You start looking up flights to somewhere – anywhere – far away. You start Googling questions like, “what’s the best way to tell your parents you’re eloping,” and “how to uninvite wedding guests.” Listen, I’m a wedding copywriter—meaning I work exclusively with wedding vendors who orchestrate incredible events. Weddings are kinda my whole deal! 

But I still got stressed out of my mind when it came time to sit down and actually plan mine. Plus, my husband is the biggest introvert you’ll ever meet. He’s an incredible human and fiercely loyal friend to the select few he actually lets in… but very few people make it to that point. 

So the idea of being the center of attention and spending our “best day ever” making small talk with extended family… Yeah, no thanks. 

So we left. 

And by “left”, I mean we gathered our closest friends and family, rented a boutique hotel in Iceland, and got married by a waterfall in the middle of nowhere. And it was perfect. 

That was just about a year ago. So in honor of my first wedding anniversary, I’m going to teach you four things I learned about wedding industry marketing while planning a destination wedding. 

The Four Things I Learned About Wedding Industry Marketing Through Planning My Own Wedding 

Instagram Isn’t Enough 

Before I was engaged, I loved finding and following florists, photographers, planners, etc on Instagram. I mean, who doesn’t love seeing pretty photos from stunning events? Without even realizing it, these photos were inspiring my dream wedding. 

But when it actually came time to plan said wedding, Instagram wasn’t enough for me. I’d look at images and think, “Yeah, it’s pretty, but how did it feel? Were your clients stressed the whole time? How do I know that you know what you’re doing?” So of course, I’d navigate to their bio. And if there wasn’t a link to their website in there, they lost me. Poof, gone. 

So when I started seriously looking for vendors, I wasn’t scrolling Instagram. Instead, I was on Google, searching by location for vendors near Hvolsvöllur, Iceland, where we got married. 

I needed more than aesthetic images to convince me to hire someone across the frickin ocean. I needed to know who they were, what they did, their price range, and see some proof of their experience before I even considered inquiring. 

And I wasn’t just navigating to their gallery. I was diving DEEP, trying to figure out how long they had been in business, if they’d worked weddings in the area we were planning ours in, if they had strong local connections… the list goes on. Instagram wasn’t built to communicate that level of information. 

But a website? That’s gold for couples (like my husband and I) who needed to know everything we could before hitting that contact button. 

And when our questions were answered? We were all in before we even got on a call. 

Social Proof Is a Non-Negotiable

Think about planning a wedding from your couple’s perspective. This is perhaps the single most important event of their life so far. And it’s definitely the most expensive. When couples are looking for vendors, they’re not just searching for someone who can get the job done. They want someone they can trust, who will support them, and be a steady presence on the wedding day. 

And that’s why wedding industry marketing is all about building trust. 

Aaaaand the best way to build trust is to provide social proof (aka, reviews and testimonials). 

When I was researching vendors, I was reading every available review. I stalked the vendor’s website, scoured their Google Business Profile, and found every profile on the Knot and Wedding Wire. At this point, I already knew what the vendor did. Now, I needed to know how their previous clients felt about them. 

Potential clients probably don’t care about your coffee order, but they care very much about what you’re like. They care about how you’re going to make them feel. Are you uplifting and bubbly? Steady and grounding? Do you handle unexpected situations gracefully and calmly? 

These are the questions they’re asking, and they’re looking for your previous clients to answer them. 

Hence, social proof. 

You Must Find a Way to Differentiate Yourself 

Your ideal clients have at least twelve tabs open. They are comparing you with your competitors and clicking back and forth between dozens of websites that all sound the same. They’re getting bleary eyed and exhausted. 

But imagine if when they find your website, it was different. Refreshing. Unique. They feel like there’s an actual person behind the screen, someone who understands the slog of wedding planning and can alleviate the stress and the overwhelm. Maybe they even laugh when they read your About page, because it’s full of personality and distinction. 

Suddenly, those eleven other tabs disappear because who wants to work with someone who sounds like a cardboard box when they could have you? 

Distinction = Attention 

Buttttt I know how difficult it is to distinguish yourself in such a saturated market. The truth is, you probably do feel the same as every other photographer/planner/florist in your area. But I promise you—you’re not. You have something special. Your voice and messaging is unique.

You just might need someone else to help you see it. 

Psst! That’s why I created the Brand Voice Handbook! It’s a personalized guide to understanding and utilizing your unique voice, with an analysis of your ideal client and competitors thrown in for good measure. 

The More Information You Have Available, The More Legit You Look  

Planning a wedding is overwhelming. And if you’ve never done it before, you have no idea where to start. Granted, I had an edge up, since wedding industry marketing is literally my job. But still, I was ridiculously grateful for the vendors who had resources *cough* A BLOG *cough* on their website that helped answer my many, many questions. 

Soon, I stopped even considering vendors who didn’t have a blog. Even if they were great, well-experienced vendors! Because without the blog… how was I supposed to know that they knew their stuff? 

Blogs demonstrate your experience and your expertise. Whether you’re blogging about local venues, real weddings, or common questions couples ask, you’re showing potential clients that you know what you’re doing. And it gives them another opportunity to get to know you! 

And if you’re sitting here thinking there’s no way you could write a good blog post for your audience, think again – this blog post walks you through exactly how to do it well!

Statistically, buyers view between 3-5 pieces of content before making a purchase. That’s extra true for couples planning a wedding. They need to know that you are worth their time and energy, and you show them this by demonstrating your skill and experience through blogs and resources. 

If blogging for your wedding business is something that you’d love to do, but know you need more hands-on help to actually get it done, hiiii – I’m the help! 

My done-for-you SEO blogging service is designed for the wedding pro who wants to increase their organic website traffic and showcase your expertise so your potential clients have no doubt that you know your stuff. 

BONUS: Actually Do What You Say You Will 

Early in the wedding planning process, my husband and I inquired with a planner we really liked the look of. We were so excited to meet with them. We triple-checked our calendars to make sure we’d be available in the correct time zone and anxiously awaited our call with them. 

They never showed. 

This is unfortunately very common. Couples have been burned, and they’ve shared their horror stories online. Now, your ideal clients are terrified of getting scammed. They don’t trust you, and they probably won’t trust you until they’ve had multiple good experiences with you. 

So yeah. Do what you say you’re going to do. This isn’t a wedding industry marketing tip. It’s a human decency tip. But it’s also a tip that will elevate your client experience and create a strong, positive reputation, which will benefit your business for years to come. 

Wedding Industry Marketing Services For Client-Centered Vendors 

I love being married. But I am so happy that my wedding planning days are behind me. Between navigating family expectations, preparing for the beautiful commitment that is marriage, and trying to find trustworthy vendors… couples are at the end of their rope. 

But you, you beautiful creative soul, can make it easier for them! By having a strong online presence (via your website, not Instagram, we’ve talked about this) that is distinct, memorable, and true to you, you can make yourself the easy choice. 

By backing yourself up with positive reviews and providing genuinely helpful resources, you can position yourself as an expert, building trust before couples even inquire. 

I learned a lot about wedding industry marketing while planning my wedding. But mostly, I learned how absolutely incredible your wedding—and wedding planning process—can be when you’re working with the right vendors. And I want your clients to have that same experience with you! 

If you are ready to start taking your marketing seriously so you can start attracting aligned clients, I would love to work with you. Explore my copywriting services to learn more about how to create a distinct and recognizable brand voice with The Brand Voice Questionnaire, build a strong online presence with social proof through Custom Website Copy, and provide additional resources with SEO blogging! 

And once you’ve found the service that’s best for you, fill out this form to get the process started. I’m so excited to hear from you!

All photos (yes, wedding and branding) by Carina Danielle Photography