Pink Pro University: Submitting to Wedding Blogs

By Krista Chapman

krista@thepinkbride.com

For many mom and pop wedding professionals, committing the time needed to manage and maintain a blog is simply not realistic.  Instead, consider submitting the gorgeous pictures of all your hard work to wedding bloggers.  But how do you best go about offering your work up to the blogging gods and goddesses?  Read on for my best tips to get featured!

Why submit your work?  Rather obvious (increased exposure equals a new pool of potential clients) it surprises me how many wedding vendors hesitate when submitting to bloggers.  Self-doubt convinces you that your work is not good enough and busy schedules allow this task to slip off the to-do list.  Bloggers need content and you need exposure... can you think of a better match?  The worst-case scenario and your content is politely declined or you never receive a response.  Best case scenario?  You're featured, shot out into the social media vortex and expose your company to thousands of new prospects.  Do you really need any more convincing?    

What to submit?  All bloggers are looking for original, creative and unique content.  New trends, popular color palettes and lots of details are always in demand.  Do you offer a new product or service in your market that no one else does?  Do you have original and timely advice for couples in the midst of wedding planning?  Are you noticing a common trend or complaint with your brides that needs to be shared?  Most blogs will have a submission guidelines with exact photo (professional pics, please) and content needs but be mindful to point out the specific details that made this content unique or different.  The key is to make it as easy as possible for the bloggers with suggestions for content, feedback from the couple, and links to involved vendors.  When I have to hunt down all the details to finish a wedding feature, it often sits on the back burner and can be delays... for weeks.

Start local.  We all agree that Style me Pretty is the Holy Grail of wedding blogs but if you have not had your work featured it is probably best to think smaller.  After all, your best prospects are likely reading local blogs for wedding planning information specific to their location.  The Pink Bride has a great blog that reaches all markets across the state of Tennessee but don't overlook area vendors.  If a vendor partner has a blog, consider offering content or even acting as a guest writer.  I'll bet they will appreciate the additional content and cross exposure (by way of each other's social media). 

Advertising helps.  Not always a requirement but generally speaking most bloggers will give preferential treatment to their site sponsors and advertisers (after all they keep the lights on).  However, particularly creative or remarkable content will get featured, regardless of advertiser status.  I might also suggest asking for an initial feature at no cost to test the response you get from the blog's audience (and determine if the investment is worth it).  Including a wedding giveaway for the readers will also sweeten the pot but keep in mind that blog content is quickly updated so a banner or ad will always give vendors more permanent exposure.

Need a safe place to get started?  The Pink Bride blog is always happy to feature vendors in our program... see our submission guidelines here.

Pink Pro University: Facebook Best Practices

By Krista Chapman
krista@thepinkbride.com

Navigating (and keeping up with) the world of Facebook is difficult even to the most obsessed.  For small business owners that have plenty of other to-do's on their list, the whole social media landscape is overwhelming, confusing and often ignored.  Sound about right?  Yes.. then this post is for you.  As more and more of our potential clients, brides and grooms spend their time in these worlds, it becomes increasingly important to join the community (or miss out).   Below are my best practices to maximize the time you spend marketing your business so you can get back to business.

Getting Started

Facebook is a platform for your business to connect with clients (prospective, current and past), creating a community whereas you, as the business owner, are better able to anticipate customer needs and shift to fit the market.  I think it is safe to say we all know we should be a apart of this but the real question is how do we do it?  Let's get started

1. Create a business page.  Facebook has done a decent job of making this easy with a systematic guide for creating a page found here.  Plan on spending a few hours uploading and filling in all your content.  For those of you that may have long ago set up your business as a profile (where you have friends), most experts recommend shifting to a page.  There are numerous analytics and benefits that you simply don't get in profile mode.  One thing of note...  making this shift will result in the loss of some data (pictures, past status updates) but you do remain connected to all your friends which is important.        

2. Facebook Help Center is your best friend.  This tool is located in the top right corner when you log into facebook (see right).  A small down arrow, that when clicked will pop up a drop down menu with the Help Center option.  This is a great resource full of basic tutorials on everything facebook.  You can pretty much type anything into the search bar and have an answer in seconds. 

3. Practice makes perfect.   As you get started, make it a habit to spend at least 30 minutes on facebook everyday to familiarize yourself with the set-up and tools.  Not 30 minutes reading your friends posts, but instead clicking buttons and links that are new to you.  I was not automatically smarter than anyone else when it comes to social media.   It was through diligent daily practice that I learned the shortcuts and increased my comfort level with these systems.  And guess what?  I am still learning.

4. Are you open to learning? Take the attitude of eager student learning a new skill and this will come over time and practice.  Have a sense a humor about your mistakes and know you will inevitably make some.  If you believe you will never understand social media and how it affects your business, you never will.

Time Management

1. Use a social dashboard.  My favorite is Hootsuite.com.  Users are able to connect up to five social media feeds (Facebook, Twitter, LinkedIn, etc) and scheduled status updates to be posted at a future time and date.  This lets you spend a couple hours, one day scheduling posts for the rest of the week.  Best part?  The basic service is free.

2. Limit notifications.  Back to the top right drop down arrow... This time click and go to Account Settings.  Once here, look to the left column, where you can click Notifications.  This gives you access to everything that can facebook can notify you about.  Most recently, they have defaulted to sending a weekly email summary (box at the top of Notifications page).  If you would rather have custom notifications (by either email or mobile phone), this is the place to make the changes.

When to Post

1. End of the week.  Facebook have dubbed a "happiness spike" later in the workweek, which causes a slight jump in user engagement by way of commenting and liking on wall posts.  Thursdays and Fridays are the best day statistically for engagement so if you have a great wedding recap or big announcement wait to post this until the end of the week.

2. Outside of business hours.  Many of your brides and grooms likely work 9-5, Monday thru Friday and may not have easy access to facebook.  As a result, waiting to post until later in the evening or even on the weekends can pay big dividends when it comes to user engagement.  Since I do not expect you to spend you evenings 'working' on facebook, use your Hootsuite (above) account to schedule posts and then spend a few minutes responding to comments.

3. When your fan base is most engaged.  Despite everything in my above points, may find that your specific audience on your facebook page is different.  They may instead prefer to interact with your content on Monday morning or Wednesday over lunch.  As you get started, try posting at different times and days of the weeks and see what kind of engagement you get. All said, the best way to get your fans to interact is to post interesting and remarkable content...

What to Post

1. Remarkable Content.  Does it make you go huh?  Does it solve a common problem?  Does it make you want to share with others?  If this is your reaction, a bride is likely to think the same.  Consider this good content to share as a status update.

2. Pictures and/or Videos.  Humans are visual creatures and the bride is perhaps the most visual of all... get yourself a camera (wait, you already have one on your phone!) and start taking pictures.  I have had success with behind-the-scenes set-ups and real weddings or events.  This is also a great way connect with other vendors, tagging them in media where both your work is featured.

3. Share the love.   Speaking of tagging... when you are posting a status update is a great idea to tag a fellow vendor (Hit the @ key, follow by typing the business's facebook page name... tag will automatically pop up) or to share one of their recent posts to your wall feed.  Remember, you must first 'like' a page you want to tag and business pages cannot tag individual users.

4. I also recommend...

• Bizpers... essentially a status update that's a little bit personal and a little bit business combined.   I can't credit for this one (thank you Star Hall!) but I love how well it engages users.  Remember, you are working to make a connection and it is general easier to connect to other humans, not companies.
• Asking a Question...  The best way to know what your fans want or think is to ask.
• Quotes or unusual facts related to your product or service (particular quotes from pop culture or celebrities).

Don't do this!

1. Talk only about yourself.  This goes for you, your company, your events, etc.  Frankly, most facebook users (and potential clients) are not interested in what's going on in your life.  Remember this is social media and works best when you are also engaged in the content posted others (by commenting, liking or sharing... more best practices to include as part of your 30 minutes of daily maintenance).  Err on the side of supporting others and users will come to see you as a great resource that they depend on (and do business with!).

2. Isolate your Fans.  Airing dirty laundry on facebook is a no-no.  This seems obvious but far too many facebook users jump quickly onto their soapbox, only regret this later.  Think before your post!  I also recommend against strongly aligning your business or organization with topics that polarize (religion, politics, etc).  The exception to the rule is when the product or service you offer is polarizing to begin with (for instance, companies serving exclusive gay couples).  If you are not sure how your facebook audience will react to sharing information on a certain subject, it is better to skip the post.  The best pages are positive, inviting and warm... just like the best weddings.

3. Ignore Users.  Make a rule to respond to every comment or wall post on your fan page.  Either by liking or commenting back, this shows fans you're listening and care what they have to say.  Consider this part of your 30 minutes a day of maintenance.

4. Disappear from facebook.  If users visit your facebook page, only to see that you haven't posted in months, they might start to wonder if you are still in business.  It is important to stay engaged (and use your Hootsuite) to maximize your facebook presence.  Otherwise, we are back to square one and you were better off putting these resources elsewhere.

Most importantly, don't be too proud to ask for help.  We all were beginners at one point.  Not asking for help or even delegating this work to someone better suited to manage social media only continues your suffering.  So stop it already and ask for help!

Krista Chapman is a freelance writer, wedding expert and educator based in Nashville, TN with more than 15 years of hospitality related experience.  Beyond weddings, her expertise focuses on sales, marketing, social media and finding balance.  She loves wine with bubbles, flea markets, paperback books and the Packers. Currently, fans keep up with her daily blog posts atThePinkBook.com, where you can find advice, planning tips and inspiration related to wedding planning.  Her work can also be seen in The Pink Bride Magazine, published locally in various markets across the state of Tennessee.

Why You're Broke!

Escape the cycle of living bride to bride and find the financial freedom to really love your career.

By Krista Chapman

Twitter.com/PinkLadyKrista

No doubt, you started this little business because you wanted to carve out an meaningful and successful purpose.  Months, maybe ever years later, you have seen a glimmer of a idea grow into a wildly successful enterprise.  But you have a  dirty little secret...  You're busy but you're broke.

Nothing feels worse than staring down a ever-increasing pile of bills and wondering how much longer you can rob Peter to pay Paul.  For too many businesses, businesses founded on passion, big dreams and bigger investments,  Peter catches on pretty quick and the doors slam shuts just as quickly as it open.  A likely culprit are to blame for your financial woes.  Four culprits, in fact.  And all are why you're broke.

(1) You buy on impulse.  I like to call this SOS... Shiny Object Syndrome.  How often are you caught ordering office supplies or shopping at Target, when an enticing deal catches you off guard?  Momentarily distracted by the shiny goodness, you pounce and purchase.  Too many small businesses to name struggle with impulse purchases because they're not following a budget.  And you are no different.  Without a clear idea of what you can spend based on needs and incoming revenue, businesses (and employees) fall prey to a staggering number of impulse buys.  Purchases that spend any bottom line faster than you making it.

First things first... you need to create a budget.  One that allows you to reinvest in your business, have fun  money and still retaining profits.  Any employee that has buying power should also be working with a budget.  This not only gives money value, working with a limited amount of resources, people will often take more care to manage those resources.  Shiny Object Syndrome in remission, creating purchasing rules for your company puts you one step closer to plentiful profits.

    

(2) You're not tracking ALL your expenses.  Not almost all, skipping minor things like a puny $25 water bill, but all expenses, down to the stamps used when you sent your bride a thank-you letter.  I'll admit guilt, overlooking these minor bills.  Wedding vendors are generous by nature... you have to be to work with brides.  But this generousity can come back to bite you.  Trivial expenses add up over the course of a year and a wedding vendor may find that their profit margins have been entirely eaten up by the special meetings, extra trips to Sam's and poorly priced all-inclusive packages .  When you spend more money than you make or more importantly, do not charge fees high enough to cover all your costs, the math simply does not add up.  You are broke and will continue to be broke.  Successful business know where every penny is made and spent and have a clear indication as to their profits.  Refer to said budget above.

Insider Trick: Stagnant inventory reserves are like cash sitting on the shelves.  How do you flip inventory, limiting the cycle of trapped cash?  Make sure operations is talking to sales. Think of these enities as the two halves of your brain.  Except, in most businesses, the corpse collusium has been cut and they just don't communicate like they should.  I made a point to check wine and food inventories weekly as a venue director.  Knowing what was on hand (and needed to be sold), I guided clients towards these items.  As a result, we only bought things when we absolutely needed it and quickly sold it.

 

(3) You've stopped marketing.  Leads are drying up, no one is calling and revenue has taken a steep decline.  In a panic, many business yank marketing and advertising dollars, hunker down and hope for the best.  Here's what I know for sure... When twenty-something brides can't find your company, they book someone else.  The same fate awaits companies unsure how marketing impacts their sales, companies with too much ego or sense of entitlement and companies unwilling to take on the risk.  They teeter between almost broke and broke, until...

You don't need to continue spending thousands and thousands to stay in front of brides and grooms but you do need to make a effort to stay in front of them.  Like everything else, you're marketing plan must be based on a budget (yep, that word again) that takes sales and revenue flow into consideration.  When one marketing tactic is no longer producing leads, take a moment, weigh the ROI  and make changes.  Even the most successful companies, worldwide brands known the world over, still market.  Many spend millions to keep their brands in front of consumers and search out relevant ways to do so.  When you stop investing in your future... not much of future awaits. 

(4) You're making excuses.  I could hear your inner but... but.... but so I save this one until the end.  The hard truth about life and business ownership?  Customers, opportunity and money are simply not going to fall from the sky because you've opened for business.  One must actively pursue the life they want.  I hate finding myself in conversations with defensive vendors making excuses that brides are buying differently... we're in a recession... I am just not reaching the right brides... I can't afford the advertising I need to grow... blah, blah, blah.  Guess what?  Excuses don't breed confidence, solve entitlement issues, increase your time management skills or make for successful wedding businesses.  Just imagine where civilization would be if progress was consistently stalled by one excuse after another.  Steve Jobs was fired from Apple in 1985. He didn't make excuses or wallow in perceived failure.  Instead over the next decade, he took over the world, his former company included.  Excuses act as a cherished, yet oppressive burden that keep us from our best life.  

The wonderful truth about America?  It allows the weak, the tired, the poor to pull themselves up  by their bootstraps and open a business... no pre-requisites required.  Driven by passion and entruprenial spirit, everyday folks set out for Emerald City.  But what these daring and passionate souls are not protected from the cruel reality of how complicated, difficult and daunting opening and keeping open a small business.  But the other great news?  You can make the changes to overcome diasterous blunders and find our happily ever after. 

Fearless steps of caution, dear readers.