How Wedding Pros can Market Without Social Media

The Dark Side of Social Media

In today's digital age, social media platforms like Instagram, Facebook, and TikTok are everywhere. But behind the polished profiles and perfect pictures lies a not-so-pretty reality.

On these platforms, it's easy to get caught up in comparing ourselves to others. We scroll endlessly, feeling like we're not good enough and must constantly produce content. Instead of connecting with people, we end up feeling envious and insecure. 

And let's talk about originality. Have you noticed how everyone seems to be copying each other? Trends spread like wildfire, and suddenly, everyone's feed looks the same. Where's the creativity in that?

Now, some people hire social media managers to boost their online presence. But here's the thing: it can cost a fortune, and it's not your voice anymore. Your authenticity gets lost in the shuffle, and in an industry built on trust, that's a big deal.

In the next section, we'll explore better ways to market your wedding business—one that's all about staying true to yourself and connecting with your clients in a real way.

Embracing Evergreen Content

Now, let's talk about a game-changer: evergreen content. This stuff is gold. We're talking about podcasts, YouTube videos, and good old-fashioned blog posts—content that stands the test of time.

Here's the beauty of evergreen content: it keeps working for you long after you hit publish. Unlike those fleeting social media posts that disappear into the abyss after a day or two, evergreen content keeps attracting clients and leads, month after month, year after year.

Here's a little secret: I've been in the game for about 20 years, and my blog and website have been around for just as long. And let me tell you, my SEO game is strong. I'm talking about the number one ranking for many keywords and the top ten for plenty more.

But you know what's interesting? Despite being good at social media, people find me these days mainly through reliable Google searches and my YouTube channel. Pinterest comes in a close third. The funny thing is that IG and FB have brought in so few leads that I mostly use them as a portfolio. And most of the leads from these platforms are not my ideal clients.

So here's the takeaway: when it comes to marketing your wedding business, don't sleep on evergreen content. It's like planting seeds that grow into mighty oaks, bringing in clients and leads long after you've sown them.

In the next section, we'll dive deeper into why having a killer website is crucial for success.

The Value of a Website

Now, let's talk about the unsung hero of your online presence: your website. This is where the magic happens.

Here's the thing: couples looking for a luxury elopement aren't scrolling through Instagram or Facebook to find you. They might check out your social media profiles to get a feel for your style, but they're turning to Google regarding serious research. And let's face it: Google is the king of search engines.

If you want serious leads, having a solid website is non-negotiable. It's your digital storefront, your online portfolio, your virtual handshake.

When couples are searching for someone to help them plan a luxury elopement—let's say, in Rome—they want someone with a website. Mind you, not just any website, but something substantial that screams professionalism and expertise.

Picture this: a couple dreams of a romantic elopement in the heart of Rome. They grab their laptops and start their search. When they type "luxury elopement in Rome," guess whose website should immediately appear? Yours.

Think about it: when searching for something online, do you ever click on those paid ads at the top of the page? I don't. I prefer organic content. I want to know that the businesses I'm considering are good enough to earn their spot in the top ten search results—not just paying their way to the top.

And let's not forget the risks of relying solely on social media platforms like Instagram or Facebook. These platforms are notorious for their ever-changing algorithms and sudden collapses.

One minute, you're riding high on the algorithm wave, and the next, your engagement tanks and your followers disappear into the digital ether. 

That's why having a dedicated website is crucial. It's a stable, reliable home base for your business—one you have complete control over.

Personal Experience: Testing the Waters

Now, let me share a bit of my journey with you. I've been in the game for quite some time now—long before Instagram even existed. And you know what? My website has always been my bread and butter for bringing leads to my ideal clients.

It's been there through thick and thin, consistently delivering results year after year.

About four years ago, I decided to dip my toes into the world of YouTube.

Now, I'm not what you'd call a "YouTuber."

I don't post regularly and do not chase after views or subscribers. Instead, I use my channel to share valuable insights and advice with my couples.

When specific questions pop up repeatedly or when I want to showcase different locations, I'll create a video about them. It's all about sharing my experience and expertise to deliver value so couples see me as a trusted authority in my field.

Now, let's talk about my experience with Instagram. This year, I found myself feeling increasingly exhausted by the platform.

Even though I carefully curate who I follow, I still don't enjoy the experience. And let's be real: the amount of time wasted scrolling is unhealthy.

I'd much rather explore new locations and gather fresh content in the real world and experiences than try to keep Instagram's algorithm happy.

So, at the beginning of the year, I decided to put Instagram to the test.

I drastically reduced the amount I posted, and honestly? I needed a break, and I haven't missed it.

Surprisingly, despite my decreased Instagram activity, the leads kept coming in—primarily through my YouTube channel and Google searches.

It was a wake-up call for me. I realized that I don't need Instagram to bring in leads, and honestly, it's a time suck that I can do without.

Now, don't get me wrong. If Instagram is your jam, then by all means, go for it.

But from what I'm hearing from colleagues and peers, I'm not alone in feeling less than enthusiastic about the platform.

When I mention Instagram in conversations, I often hear sighs of frustration and weariness.

And you know what? I can relate.

But here's the thing: you don't have to feel that way. As I did, you can prioritize your time and energy elsewhere—somewhere that feels more fulfilling and productive and where your content keeps giving.

Moving Beyond Instagram and Facebook: Crafting a Sustainable Online Presence

So, where does this leave us? If you're trying to attract higher-end clients for luxury elopements, they're looking for something solid and expert.

Building a sustainable online presence is about authenticity, sustainability, and diversification. And that is precisely what they are looking for.

You need a website. But not just any website—it must be a powerhouse of substantial content, reliable information, and inspiration for your couples.

Think of longer-form content that shows your expertise and provides real value to your readers.

Consider evergreen content. 

People contacted me about videos or blog posts I made years ago. Some videos keep on giving and growing.

The next step is to expand your horizons with a YouTube channel, podcast, or even Pinterest. These platforms offer a unique opportunity to connect with your audience more intimately and engagingly.

And the best part? You get to decide when and how often you want to create content. You won't feel chained to social media's relentless demands for daily posting.

Of course, none of this happens overnight.

You'll need to roll up your sleeves and get to work.

Learning SEO, making your website functional, and creating content that resonates are all essential steps on the path to success.

If you're feeling overwhelmed or unsure where to start, I’d love to help. Whether you're just starting out and need a website audit or looking for ongoing coaching and mentorship, I'm here to help you every step of the way.

So, let's recap: Getting caught up in the endless scroll is accessible in a world dominated by social media.

We're bombarded with notifications, pressured to post every day, and constantly chasing after elusive likes and follows that drain our creative energy.

But here's the thing: we don't have to be slaves to platforms like Facebook, Instagram, or TikTok. Their algorithms may want us to post every day, but let's face it—it's unhealthy, a waste of time, and a time suck.

Instead, let's invest our time in evergreen content that continues to deliver value long after publication. By shifting our focus away from trending tactics towards a more holistic approach to online marketing, we can build a sustainable online presence that truly reflects who we are and what we stand for without burnout.

So, in a world dominated by social media, let's reclaim our time, energy, and authenticity. Are you ready to take the leap?

If you want to build a sustainable online presence for your wedding business, I'm here to help.

Feel free to contact me if you need a website audit, ongoing coaching, or guidance on getting started. Visit The Elopement Experience Academy to learn more and get in touch.

Let's make marketing your wedding business easy—without the stress of social media. I can't wait to connect with you.