Why are couples taking longer to book you? Is your website ready to convert a cold audience, particularly Gen Z couples? Are you still relying on promotion-oriented advertising? This year, couples are more attuned to what makes your brand unique and full of personality. Gone are the days of simply putting up a Google Ad or an Instagram ad and calling it a day. We're diving into the power of retargeting, leveraging TikTok, Instagram, Meta, and Google to show your ads multiple times and in multiple places.
Mark Chapman, founder of The I Do Society, joins us to discuss how his team helps wedding businesses reach and convert their ideal couples using Google Ads, Meta ads, and TikTok ads. We'll explore the importance of having a website that communicates your unique story and personality, and why it's crucial for converting cold leads.
Mark also shares his journey from being a wedding photographer to becoming an advertising expert, highlighting the differences in communication with cold leads versus warm referrals. We'll delve into the challenges of tracking ad performance in today's privacy-focused world and the human component essential to successful advertising.
We'll also discuss the concept of retargeting, how it keeps your business top of mind for potential clients, and how to use it effectively without being spammy. Mark offers actionable steps for improving your website's conversion rates, such as implementing a sticky header with a call-to-action button and making your contact information easily accessible. Additionally, we'll compare the benefits of targeted ads to listing sites like The Knot and WeddingWire, and discuss the evolving landscape of advertising in the wedding industry, particularly with the rise of TikTok.
Learn how The I Do Society's membership approach goes beyond just ad management to ensure every aspect of your business is ready to convert potential clients. Discover the importance of being present on multiple platforms and the advantages of demographic targeting to attract higher-quality leads.
Join us for an insightful conversation with Mark Chapman on Funktastic Chats, and gain valuable strategies to enhance your wedding business's advertising efforts.
Show Notes
00:00:00 Intro
00:01:25 Mark Chapman is the president of The I Do Society and leading expert in paid advertising
00:04:08 How did you get into advertising? You used to be a wedding photographer
00:05:49 There is a human component to advertising, especially in the wedding industry
00:09:34 When you were first starting out as a wedding photographer, cold leads were common
00:10:47 Text messaging is becoming increasingly important in wedding planning and communication
00:15:02 I was wondering if we could chat a little bit about the concept of retargeting
00:17:58 With ad platforms, you can use demographic targeting to target prospective clients
00:21:00 How has advertising in the wedding industry evolved over the years
00:23:01 How has TikTok played a role in advertising in recent years
00:25:01 Your agency works with wedding agencies to help them optimize their ads and websites
00:27:49 When wedding pros begin working with you, do you recommend all of the platforms at once
00:28:47 Mark Chapman says couples are taking longer to convert than in past years
00:29:59 Have you ever thought about what kind of interests your ideal couples have
