Why and How to Blog Every Client in Your Wedding Business

Every now and then, a debate pops up in the wedding industry: “Should you blog every client?” Well, I’m not a wedding pro but I AM a website pro. and my answer is: HECK YES you absolutely should!!

Today I’m proposing you adopt what I’m calling the “blog every client” mentality. No matter your role in the industry—floral designer, venue owner, photographer, DJ/band, planner, calligrapher/stationer—if your clients are brides and grooms, those brides and grooms should see themselves on the pages of your blog! Yep, every. single. one. First, let’s chat about why!

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Why You Should Blog Every Client

It’s all about client experience

The “blog every client” mentality is above all about your client experience. When clients book you, they will notice that you blog all your weddings. This means they will probably use your blog as a resource (that bride looks gorgeous…who did her makeup?) which makes them feel you are helping them, even if their wedding is still a year away. It also allows your clients to visualize themselves on the other side of their experience with you. Right now they are stressed about the million wedding decisions they have to make, but your blog will show them: “Hey, by the way…at the end of all this? The happy newlyweds in these pics will be you!” What a great way to keep clients engaged with you and your work throughout the whole wedding process!

It’s a relationship-building tool

When it’s finally their turn to be featured on your blog, your clients will be thrilled. They will excitedly snuggle up together and smile as they scroll through your post. They will “aw!” over the heartfelt details you wrote about, and laugh as they look back at the images you chose and remember their amazing day. They will feel so special and grateful to you for thinking of them. They will probably shoot you a text or an email telling you how much they loved the post, and express again how much they loved working with you.

It leads to word-of-mouth referrals

We all love to treat our clients like gold, but hey, we’re also trying to run a business here! Blogging is a smart business tool for several reasons. First, because you worked so hard to provide an amazing experience for your clients and built a strong relationship with them, they are much more likely to send word-of-mouth referrals your way. Chances are, when they are telling a friend or family member about your work, they will send their blog post as proof of your amazingness!

It’s free advertising

Blog posts are also great for your business because they are so easily shareable. If you are strategic about timing your blog post, clients will share the link to their social media. That means hundreds of eyes (if not more) on your work. Even if only half of your clients in a given year share your post, and only a handful of their Facebook friends click through to your site, that’s still dozens of (probably local) folks checking out your work and seeing firsthand how great you are. You never know what random high school acquaintance’s cousin’s best friend is getting married next year and is searching for the perfect wedding venue/florist/photographer!

It’s amazing for SEO

And finally, as a web designer, I would be remiss if I didn’t mention the huge SEO benefits of blogging every client! In fact, I originally found my wedding photographer by searching Google for weddings at the venue where I was getting married! As a wedding pro, location-based keywords (both city/regional area and venue-specific) can help clients find you. Don’t forget to provide alt-text for photos and break up your text with header tags! Another SEO bonus is that when other vendors link to your blog you are building backlinks to your site, which show Google you are relevant for your keywords.

Before I get into HOW to blog every client without losing your ever-loving mind, let’s go over a few reasons people tend NOT to adopt the “blog every client” mentality and why they are wrong:

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Common objections to the “blog every client” mentality

“You should only worry about it if it produces new leads”

The thinking behind this objection is that everything you do in your business should have a purpose. Otherwise, you’re just spinning your wheels and not making any real progress. The problem with this objection is that it misunderstands the purpose of blogging every client. The purpose isn’t to produce new leads (even though we’ve already established that it does)! The purpose is to provide an outstanding client experience from beginning to end. Your blog is the “end” of your client experience, where you tie a bow on the experience for your clients. It’s more about building relationships with your existing clients than attracting new ones.

“You should focus on blog posts that provide helpful content to your potential clients”

Yeah, you should totally do that too! Posts that are helpful to your clients, like “how to choose the best first dance song” are great for SEO, help you establish expertise, and educate your clients. But…blog posts about your past clients’ events are ALSO great for SEO, help you establish expertise, and educate your clients (um, how many wedding blogs did I stalk trying to figure out my wedding updo situation? The limit does not exist!). Get outta here with your false dilemma, hypothetical objecting person!

“It takes too much time and I shoot too many weddings”

I get it, I really do. As a wedding professional, it can feel like you’re spending all your time on business tasks when all you really want to do is design showstopping bouquets, create airtight wedding day timelines, or hand letter 200 envelopes…you get the idea. Yes, blogging does take time. It’s all about making it part of your workflow and automating the process as much as possible (more on this in a bit!). You can definitely blog every client without sacrificing too much time!

“Clients don’t really care if their wedding isn’t featured”

Well, you’re kind of right. Unless you’re working with some seriously narcissistic people (in which case, stop!!), it’s highly unlikely that a bride or groom would approach you to express disappointment or anger that their wedding wasn’t featured on your blog. But, this isn’t really about baseline client satisfaction. It’s about going above and beyond to really “wow” your clients. It’s a gesture that shows how special they are to you and what an honor it was to be part of their day. And, as I mentioned before, it’s FREE advertising for your business! I can’t be the only one who reads the wedding blogs of every random person I went to college with…right??

“You should only blog weddings of ideal clients”

This can be a tough one. On the one hand, you want to show every client they are special. On the other hand, you don’t want to continue attracting clients that aren’t who you really want to be working with. Again, the “blog every client” mentality is all about client experience. ALL of your clients deserve that amazing experience. The solution is to be strategic. No one says your blog HAS to feature hundreds of images. Choose a select few that show off the couple and how happy they are and call it good! You can also focus more on the story than the images. Use your powers of description if the visuals don’t show off your favorite style!

“But…I’m not a photographer”

I would argue that if you are a wedding pro who is NOT a photographer, the “blog every client” mentality is even MORE important. Most photographers out there these days are blogging the majority of their weddings. But not that many floral designers, DJs, calligraphers, and planners are doing the same. Blogging every client as a non-photographer wedding pro can really set you apart from your competitors. What to blog about? Write about the process of working with their couple and the unique choices they made for their wedding! Include images from the wedding if you have the photographer’s permission (and PLEASE credit them).

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How to Blog Every Client

Set up your workflow

First things first. If you are going to adopt the “blog every client” mentality, it has to be an expectation you have for yourself. Get in the mindset that blogging a wedding isn’t optional. It’s now a mandatory part of the process like sending an invoice or questionnaire. If you use a CRM like Dubsado (what I use) or Honeybook, you can set the blog post as a task that is part of your workflow. Consider what the current last step of your workflow is and add the blog post just before it. That will ensure you don’t let yourself slide! For example, if you always send a thank you note two weeks after the wedding, don’t let yourself send it until the blog post is done. That will help you make sure it becomes part of your routine (you’re not going to let yourself not send that thank you!)

Create a formula

I hear so often from wedding pros that they just don’t know what to write about. If you’re waiting until after the wedding to decide what to write about, you’ve already set yourself up to fail. Create a skeleton structure (remember mad libs when you were a kid?) that you can simply plug details into after the wedding. Mix up your phrasing so you don’t sound like a robot, but keep in mind you will basically be talking about the same things for every couple: their love story/how they met, their wedding theme/colors, memorable moments from their day.

Enlist your clients’ help

No, I don’t mean you should text your clients on their honeymoon to ask them for blog post help (ha!). In fact, your clients shouldn’t even know they are helping you write their blog post. Since the blog post is now part of your workflow, you can prepare for it well in advance of when it will be published! If you already send your clients an initial questionnaire, include questions you can write about in their blog post: how they met, how the proposal went down, what they love about each other…all that mushy stuff we all love! This can also help solve the “what to write” roadblock. You can simply copy paste and quote your clients’ own words (with their permission of course)!

Tell us the details

Photographers, your blog post will mostly consist of images with some more general storytelling about the couple’s special day. Non-photographers, your blog post is where you can dive into the details that relate to your business specifically. Are you a DJ? List every song the couple chose for special dances/moments and why! Florist? Talk about what flowers were in the bouquet and what’s important to know about them? Stationer? Share what type of design, paper stock, and embellishments the clients chose and how it added to their day. No detail is too small!

Remember “practice makes perfect”

Of course, after you’ve implemented a system that works for you, there’s still the logistical task of actually uploading the blog post. Give yourself grace when it comes to finding your groove when it comes to uploading the images and text and making sure your SEO is good to go. Rather than telling yourself “Blogging takes too long to be worth it,” tell yourself, “Blogging is totally worth it. The more often I do it the faster and easier it will be.” Once you’ve gotten some practice, a blog post should only take about 20-30 minutes to publish.

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If you aren’t already blogging every client, I encourage you to embrace the “blog every client” mentality!

Do you blog every client? What are your thoughts? Tell me in the comments!

Alex Collier is a brand, logo, and Showit web designer for wedding professionals. Are you ready for a brand and website that elevates your business and books ideal clients? Get in touch!