This isn’t just about quick wins; it’s about laying the groundwork for a sustainable, long-term marketing strategy that will help your boutique thrive. It may be tempting to quieten things down, but it’s the ideal opportunity to set yourself up for a badass 2025! This month I’m sharing with you some key areas to focus on:

Reinforce and Clarify Your Brand Positioning

We continually see lots of changes in the bridal market, but also in the way customers buy and consume information. The quieter months offer time to reflect on and refine your boutique’s brand identity to ensure you are still speaking directly to your target bride.

-        Evaluate Your Brand Voice: Review all touchpoints of your marketing, from social media captions to your website copy and email marketing. Is your brand voice consistent and aligned with your target audience? Are you speaking directly to them? Consistency in your messaging is key

-        Revisit Your USP: Take a step back and look at what sets you apart from competitors. Your USP should be at the forefront of all your marketing. From the key headline on your website to the footer of your email.

-        Conduct a Competitor Analysis: I am all for not focusing too much on what everyone else is doing, but it’s good business practice to check in with what your competitors are doing. It may help you identify where opportunities are or even some collaborative ways of working.

Embrace the data

How do we know if activity is working if we don’t look at the results we are getting? This can often feel like a meaty area and one I know a lot of business owners shy away from. It can get a little detailed, so if you feel it’s an area you don’t know enough about, then I’d really recommend investing in some support. The main areas to dive into are;

-          Google Analytics: which web pages are getting the most traffic, how long are they staying on your website, what does their journey look like on your site, what search terms are working?

-          Social Analytics: what does your reach/engagement look like on different kinds of content.  What’s performing better? Which content are your audience doing something with? Meta Business Suite and Instagram itself gives you some insight, but if you use a scheduling tool, you can get a little more detailed insight.

Craft your content strategy

Creating content can often get left behind when we are super busy. Now is the perfect time to set some time aside to plan and create so you’ll have content primed and ready to go post engagement season.

-          Develop a content calendar that maps out key dates and milestones in the bridal journey for the next year.  Include any business promotional dates or events.

-          Set your goals for each month and include a mix of different content formats to meet these goals e.g. blogs, guides, articles, UGC, videos, email marketing, social media. Each format appeals to different parts of your audience.

-          Plan in some content creation days. Get some support here from your staff, or rope in some willing volunteers.  It can be super fun, just make sure you have a plan of what you want to create on that day.

Optimise for Local Search and Reviews

Most brides begin their search for a boutique online, often starting with a Google search, but also including social media search. Now is the time to ensure that your boutique is optimised for local search and customer reviews.

• Google My Business Optimisation: Update your Google My Business profile with accurate information, new photos, and respond to any reviews. This improves your chances of showing up in local searches when brides look for bridal boutiques in your area.
• Focus on Review Collection: Encourage your brides to leave reviews on Google, Facebook, and other review platforms. Positive reviews not only improve your ranking in search results but also build trust with prospective brides. Your brides want to hear first hand how amazing you are. Think about how you can automate review collection, making it super easy for brides and you.

Marketing during the quieter months isn’t about maintaining the status quo—it’s about positioning your bridal boutique for long-term success.  Taking the time to focus on these key areas will set you up to hit the ground running next year whilst also helping you to re-focus and adapt to the changes we are seeing in the market.

If you need any support in these areas or to plan out your marketing for next year, drop me an email at hello@badassmama.co.uk or DM me on Instagram at @__badassmama to book your 1:1 session.