Earning a Bride or Groom's Trust OnlineThursday, May 05, 2011
Professional wedding blogs have become popular not solely because of the inspiration they provide but because they are perceived to be a neutral source. Whereas a bride assumes that a wedding professional's blog will be biased towards that particular professional's services and point of view, they expect a professional wedding blog to be an even playing field where they can take in information and not be bombarded with biased recommendations. Whether this is actually happening when they visit a particular blog is another story and one that professional bloggers have to tread very carefully with if they want to stick around for the long haul.
This typically is what turns off a bride or groom from a wedding professional's blog: it is too much "me me me" and not enough about them. This may seem counterintuitive, but if you want to attract loyal readers who convert to clients or who refer their friends as clients, you cannot continually talk about yourself or all your press appearances or how fabulous you are. I harp on this point all the time and it's because it is the one aspect that people seem to have the hardest time grasping, but it does work. If you want social media to work for your business, dial down the you and dial up the useful.
Providing a neutral source for wedding planning is not about not having an opinion, it is about showing that you have the reader's best interest in mind. Write from your unique perspective on weddings. Don't be controversial for the sake of controversy - if you're sharing your opinion, you will naturally have some posts that make waves with some people and earn congrats from others. If you try to please every single person who visits your blog, your blog will fail.
You may be using social media to market your business, but it will only succeed if readers can trust that you want their wedding to be as amazing as it possibly can, whether they hire you or not.