10 tips for marketing your non-traditional wedding business

This post is for YOU, wedding vendors… and aspiring wedding vendors. See, behind every wonderfully weird and non-traditional wedding is a non-traditional wedding vendor (probably covered in glitter) who helped make it happen.

Although it's easy to think of the wedding industry as one big hulking entity, the reality is that small businesses like wedding planners, florists, photographers, and other wedding vendors make up a majority of it! And boy, have y'all been busy! According to a New York Times article, 2022 was projected to have roughly 2.9 million weddings, the most since 1984.

Although wedding fever doesn't seem to be cooling off anytime soon, the wedding service industry is still pretty competitive. So how does a small wedding business attract clients when there are so many other vendors vying for their attention?

…Well, first: you're not just ANY wedding vendor! You're a non-traditional wedding vendor who reads Offbeat Wed. We already know you've got what it takes to stand out to non-traditional soonlyweds! But of course it never hurts to add a few tools to help with marketing your small business.

10 tips for marketing your non-traditional wedding business

1) Build relationships with other vendors

Edit: This tip used to be LAST on this list until Jenny Wenny Cakes made this comment…

I think for other vendors who are earlier in the booking process such as photographers, planners and venues, it’s important [attending wedding expos], but for us, word of mouth and getting on venue lists is much more important. I’d say number 9 should be first, vendor connections are crucial.

Jenny Wenny Cakes

So we made it #1!

Word of mouth can be the best kind of marketing, especially when it comes from another wedding professional people trust. Get to know other wedding vendors, even vendors in your same field. This can be a great way to cross-promote each other's services and provide a better overall experience for nearlyweds. As we like to say “Awesome offbeat wedding vendors usually know other dope offbeat wedding vendors.” We love seeing our wedding vendors cheer each other on on our Offbeat Wed socials.

2) Kindly ask for reviews and get specific!

This is another great tip that wasn't here before, but we've added thanks to Jenny!

Another really important tool is kindly (and not bugging them too much) asking for reviews and specifically getting some non-traditional wording in those reviews so that when potential clients search for you they find these key words in the reviews on google, Yelp etc.

Jenny Wenny Cakes

3) Establish an online presence

We're not just talking social media. You're going to need a website and you're gonna need to blog on that website semi-frequently. While you're at it, it's a good idea to invest in SEO (search engine optimization). This can help you show up first on Google when a potential client searches “non-traditional wedding photographer in my area.” Oh and if you want help boosting the visibility of your online presence? We might be able to help with that, but more about that later…

4) Use high-quality visuals

Wedding photographers and videographers know how to create a visually-appealing portfolio, but this applies to all kinds of wedding vendors! It's a worthwhile investment to hire a professional to handle any visual assets you're using to represent your work and brand, such as a pro photographer or graphic designer.

5) Do your high-quality visuals JUSTICE

Now that you've paid good money on those professional photos or that new colorful and catchy logo, don't do your visuals dirty! When you're printing your visuals on marketing materials or signage, it's important they look their best (ahem, not pixelated or shrunken or fuzzy). Make sure you use a service that's going to help them look their best from all angles!

6) Get into wedding directories

Most wedding blogs or publications will have directories/guides of wedding professionals by area. This acts as a resource for nearlyweds to find potential wedding vendors. Although the ideal thing would be to get listed in multiple directories, these directories usually require an annual fee to show your vendor listing. It's best to get an understanding of your niche and your ideal client, then list yourself in a vendor directory that is best targeted to your demographic.

For example, our directory, the Offbeat Wed Vendor Guide is intended for folks planning a non-traditional wedding. Our readers are searching for things like colorful wedding dresses, vendors into marriage equality and inclusive language, hair and make-up artists who can work with BIPOC skin and hair, wedding planners who won't shy away from eclectic themes like Lord of the Rings, witchy celestial, drag burlesque, etc. So any wedding vendor who wants to stand out to non-traditional clients would be a great fit for this type of directory!

7) Attend wedding expos and events

Attend local wedding expos and events to showcase your services and connect with potential nearlyweds. And don't forget the SWAG. Soonlyweds looooove swag, especially when it has a catchy visual on a high-quality product that can be incorporated into every day life (like pens and notebooks to help with wedding planning). Things like water bottles or stickers (or a sticker ON a water bottle!) can make it into high traffic areas long after the wedding expo. More eyeballs on your brand = more potential nearlyweds coming your way!

8) Be featured on a wedding blog

Having your small business on a wedding blog is like getting an endorsement from an industry insider. Soonlyweds (a.k.a. your potential clients) are frequenting their favorite wedding blogs and social accounts to help guide them through their wedding planning process. When your wedding business is featured on that wedding blog's site or socials, it signals your business’ trustworthiness to that potential client!

P.S. We just so happen to be a wedding blog that features weddings. And if you're already an Offbeat Wed vendor, you can submit the non-traditional weddings you worked on here.

9) Write and submit a guest post

Remember when we discussed getting your work featured on blogs? Writing a guest post for a wedding blog is a great way to show nearlyweds your values and unique perspective. Personally, we love it when our Offbeat Wed vendors submit their hot takes to us! Non-traditional nearlyweds are interested in reading your thoughts because it helps them figure out if your values align with theirs.

10) Have a business card

Yes, Millennials and Gen-Zers are still asking for business cards. You never know when you're gonna have to whip these out. Story time example: My photographer vibed so well with my friends that they invited her to go to brunch! My friend even asked for a business card because she loved her that much.

But why not just give the client your socials? Not every interaction with a potential client is going to be a convenient situation where they can pull out their phone. Maybe you met them at a mutual friend's party and they're too tipsy to type your IG handle. Maybe they're on a social media break. Maybe their hands are full. You never know when you're going to be networking, but you can always be prepared with a snazzy business card.

You've got this!

Being a non-traditional wedding vendor can feel daunting, but there are several ways you can reach the offbeat audience you want to work with! Remember that marketing your non-traditional wedding business can be an ongoing process, but patience (and making it fun for yourself!) can help you make fruitful connections while growing your small business.

Don't read this part if you hate extra money

Our friends at VistaPrint are extending an exclusive invitation for non-traditional wedding vendors like you to join their partner program. So, how does it work?

You make 16% flat commission through the end of October 2023 every time one of your clients makes a VistaPrint purchase through your partner link. Plus, you get a $150 cash bonus if your clients have collectively purchased over $1000 by October 31st, 2023.

Ready to become a VistaPrint Partner? Here’s how:

Step 1: Join here.

Step 2: Once you’ve filled out the application, email [email protected]. The VistaPrint Partnership Team will expedite your approval into the program and can make sure you get your $150 bonus when your clients hit the $1k threshold!

Become a VistaPrint Partner