The Most Effective Marketing Tool Is Not What You Think

If you're like most wedding pros you've put most of your eggs in one of four baskets:

1.    Social media

2.    Listings (eg. The Knot, Junebug Weddings, etc.)

3.    Networking (ie. Referrals)

4.    Website

These are all really important to get right – after all, their primary purpose is to drive interest in your brand and generate leads to your inbox. However, you may be spending a little too much time (and money) on these areas. 

Chances are, you’re suffering from the law of diminishing returns when it comes to your marketing. For those who haven’t read Wikipedia lately, diminishing returns gets you only a little better result when you focus all of your resources on one factor while neglecting others. 

Applying this principle to your business, if you want to grow revenue faster you can’t just focus on marketing (ie. social media, listings, networking, and website). You’ve also got to put in some effort to improving your sales process. 

If your sales are flat-lining/plateauing, a new logo or website or social media strategy probably won’t get you as much as if you finally develop an incredible sales experience for potential clients. (Besides, a rebrand or updated website isn’t going to close deals for you. You've got to do that yourself!) 

When I polled wedding pros recently, 80% say they focus their time on marketing over sales. Wow. What an opportunity for you!

If 8 out of 10 people are all trying to win the game of generating more leads, let them. Remember the diminishing returns…

Instead, pay attention to what you spend your resources on (eg. time, professional development, energy, and money) as you try to grow sales. Perhaps its time to stop neglecting the sales work that you’ve been putting off…

Sam Jacobson