Why You Should Treat Paid Ads Differently: Handling Cold Leads vs. Warm Leads from Referrals, with Wedding Advertising Expert, Mark Chapman
In today's fast-paced digital world, wedding professionals need to stay ahead of the curve to attract and convert potential clients. Mark Chapman, the founder of Ido Society, recently joined the Funktastic Chats podcast to share his insights on the evolving landscape of wedding advertising. If you're a wedding vendor looking to boost your business, this episode is a must-listen.
Mark Chapman, a former wedding photographer turned advertising expert, dives deep into the strategies that can help wedding businesses reach and convert their ideal couples. One of the key takeaways from the episode is the importance of retargeting. Mark explains how showing your ads multiple times across different platforms like TikTok, Instagram, and Google can keep your brand top of mind for potential clients. "Couples need to see you in multiple places, multiple times, and in multiple formats to really get a sense of who your business is," he says.
But it's not just about running ads; it's about having a strategy that resonates with your audience. Mark emphasizes the need for a website that reflects your unique personality and story. "Your website should communicate what makes you totally different than everyone else," he advises. This is crucial, especially when dealing with a cold audience that has no prior knowledge of your brand.
Another fascinating point Mark brings up is the shift away from promotion-oriented advertising. While offering discounts and deals was effective in the past, today's younger couples are looking for authenticity and uniqueness. "Younger couples are not into that. That seems thirsty to them," Mark notes. Instead, focus on showcasing what makes your business special and why couples should choose you over others.
The episode also touches on the growing importance of text messaging in client communication. Mark highlights that many wedding pros are still adapting to this new form of interaction. "Texting is conversational," he says, urging vendors to avoid copying and pasting long email templates into text messages.
For those worried about the complexity of setting up and managing ad campaigns, Mark reassures that tools like Google Voice can help manage communication without overwhelming your personal phone. He also stresses the value of demographic targeting, which allows you to focus your advertising dollars on the right audience, something listing sites like The Knot and WeddingWire can't offer.
Towards the end of the episode, Mark discusses the benefits of joining Ido Society. Unlike traditional advertising agencies, Ido Society offers a membership that goes beyond just creating and managing ad campaigns. They provide comprehensive strategies to ensure that every aspect of your business is ready to convert potential clients.
In summary, this episode is packed with actionable insights for wedding professionals looking to elevate their advertising game. From the importance of retargeting and authentic storytelling to the benefits of demographic targeting and effective communication, Mark Chapman covers it all. Don't miss out on these valuable tips—tune in to the Funktastic Chats podcast and start transforming your wedding business today.
