Avoid these 5 Pitfalls in Wedding Industry Marketing with Tayler Cusick Hollman

For a lot of wedding pros marketing does not come natural. Marketing your business is a beast in itself and takes a lot to learn how to market your business properly. So I brought in the big guns, to ensure we set realistic marketing goals and learn the things we should avoid doing in marketing, Tayler Cusick Hollman is here to help.

A marketing consultant and small-business builder, Tayler is the Founder of Enji—though you might recognize her from one of her other companies: TAYLRD Media and Designs and Sourced Co. In her newest endeavor, Tayler is taking everything she has learned over nearly a decade of helping small businesses with marketing to design and build a suite of online marketing tools that fit your lifestyle and make sense for you.

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Avoid Making These 5 Marketing Mistakes:

1. Reverse engineering another’s strategy

The biggest thing you want to think about when you’re thinking about doing what someone else is doing because they’re “crushing it” is, you don’t really know their target audience. You’re making assumptions about who they’re trying to attract and you are making assumptions that it’s similar to who you’re trying to attract! So this is a terrible thing to do!

Another thing is, your business and their business are not apples to apples so you can’t compare it. There are SO many factors at play that could alter the results of a marketing strategy. So NEVER try to replicate someone’s marketing strategy!

Lastly, you don’t know if that person’s marketing strategy is actually working, so why would you take that level of risk with your business?

Bottom line- DO NOT reverse engineer another marketing strategy!

2. Making Assumptions About Clients

This is where everyone starts because at first, when you are starting your business you don’t have clients yet so you have to make assumptions about them! Once you have a year or two of business under your belt, if you are still basing your marketing off of those assumptions, then it’s time to stop doing that! You really need to come back to your customer personas and do some research, even if you have to pay your past clients to sit down with you and do a 30 minute call or complete a survey. This is who everything that you’re doing on the marketing side is supposed to be resonating with and if you don’t explicitly understand what resonates with that person, then it’ll be hard to have a marketing strategy that will attract these kinds of clients. You need to be able to understand your client on a deeper level!

3. Putting All your Marketing Efforts in One Basket

This one is for the ones that put ALL of their eggs into one marketing basket! A lot of people look at Instagram specifically and referrals as their main baskets. BIG MISTAKE. You are not doing yourself any favors by not marketing your business and putting all your eggs into one basket! At some point, your marketing becomes less effective or worst case, it may be just like stops working. If you are putting all your eggs in one basket, you’ll have a hard time because you’ll have nothing set up that you can easily start to pivot into and lean on. You’ll find yourself in a position where you need to build a completely new marketing machine.

So the solution to this problem is picking one or two additional marketing channels that compliment that main one.

4. Marketing a Peopleless Brand

Small business owners in the wedding space, in the creative service space, and in the small retail space and so many are marketing peopleless brands and it’s very confusing when you go into someone’s Instagram feed, and other than your profile photo, maybe, there’s no proof of life of you anywhere in the feed, right? Maybe you’re showing up on stories but there’s no proof of life in the feed then it’s like ok, so who is the person behind this? Who’s the person that I’m actually considering hiring to do this job? To do this work? And the reason this is a huge mistake is because people buy from people.

5. Thinking That Your Marketing Should Be Free All The Time

Thinking that your marketing is going to be free all the time is simply unrealistic! You are trying to market with little to no resources and that is the hardest way to market your business. You need to spend money on marketing to see results, whatever that looks like for you.

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The 2024 Wedding Pro CEO Summit will be going back to school….University that is!!

>>> Our 4 majors will focus on finance, sales, team and marketing.

>>> We will have core lectures, elective classes, study halls, office hours, clubs and of course greek life.

>>> You WILL leave with the tools you need to scale your wedding business and step into your role as CEO!

We can’t wait to welcome you with open arms to the Wedding Pro CEO Summit 2024, where the knowledge flows, the community is authentic and CEOs are made! 🌟

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