The competitive and fast-growing online market has proven to be a great way to sell your products and wedding services to couples from all around the world. While you can use social media and eWOM (electronic word on mouth) to strengthen your brand and grow your business, there are also a lot of competitors. Couples usually compare wedding providers online and read reviews to see what actual past customers think. To thrive in this environment, building trust to online potential clients is a must. There’s a strategic way to build trust: people have to know you first before they’ll like you. After they like you, then trust can be developed (just like any relationship!).
Be truthful about your products/services
When describing your services, packs or products, you should provide detailed and accurate information so couples know what to expect and can align their expectations with reality. Pictures in both your website and other profiles (like social media ones or your Zankyou’s Storefront) must present your activity as accurately (and attractive) as possible. Adding videos can give potential customers a better sense on what your work is really like. Adding real weddings to your blog or online magazines like Zankyou is one of the best ways to show a real-life example of what you and your team can do.
Foster positive word of mouth for your brand
We have talked before about how positive reviews can help your business and brand grow online: up to 90% of couples rely on other couples opinions to make their own decisions. How can you foster a positive and successful e-word of mouth? Provide and show high-quality products or services, engage wit customers on wedding and social media platforms , and offer a top customer care service.
Positive online reviews on different plantforms (such as our pros wedding directory) will help you gain couples’ trust, but remember: number of reviews and their recency matter as much as the average rating you have. Think of reviews based websites as another marketing outlet. Be present and respond to all reviewers. You can also use reviews or testimonials visible throughout your site.
Improve your website design
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A great and beautiful website tends to trigger what psychologists define the halo effect: what is beautiful, is good. When we find something armonious and good-looking, we tend to make positive judgments (“this brand is professional, trustworthy, and good“).
Poorly designed sites are deemed as not trustworthy by potential costumers, so make sure your website is up to date, professional and well organized. Establish a correct hierarchy for your content and provide accurate and current nformation related to your services and portfolio. Remember to remove dead links to ensure that your content is up to date, and focus on your lead generation process: is should be easy and mobile-friendly. When you improve the user experience of your site people will stay for longer getting exposed to your brand.
Develop connection talking about your team and you
Most visitors on your site will read your about us page (apparently, up to 52% of them). People like to know who they’re buying from, so, whenever you talk about your company (in either your website, your Storefront or an article in an online magazine like Zankyou), always tell your story: what your brand stands for, how do you help couples organise their wedding, how you differentiate from your competitors, how you support your community. Always remember to back up what you’re saying (with things such as reviews, certifications or mentions in other media).
It’s smart to include in your web any awards you’ve received (such as our ZIWA), and any organizations you’re a part of. Introducing your team in your about us page with a photo and a brief biography for each can humanize your brand.
Getting in touch with you should be easy
The contact page is another one of your top 5 visited pages. When you help your customers get in contact with you, you assess your credibility. Include all the different ways they can get in touch with you, such as your physical and email address, your phone number, social media handles, and a live chat if you can access one.
Work on your content marketing and use other websites
You can create and distribute relevant wedding content to increase your credibility in the industry, such as articles, infographics, webinars for couples, real weddings and videos. Always be relevant and orginal. This type of content can be published on your own blog and social media platforms, but you can also try to publish them in third-party websites (such as the Zankyou magazine) in order to increase both your visibility (and reach new audiences) and your reputation: it means you can appear on well-known publications that are not under your control.