As independent, small businesses, when times get busy we must continue to nurture our audiences and pipelines even when we’re booked because today’s marketing is tomorrow’s customer. This article will examine two areas of your marketing that you can audit and then action within 1 hour, to boost your business. 

Your website

Your website is incredibly powerful. It’s the place where brides book their appointment and so this process needs to be as simple and logistical as possible. To do this, we must consider two things: the user’s journey and their experience. Their journey is the path they take during their visit to your site with a specific goal in mind, whereas the user experience is how they interact with your website. Here are three easy steps to audit and then action change to make sure your website is working hard for you:

1. Do a walkthrough of your website as a bride would. Do this both entering the site via a google search and via your social media channel links. Think about the key information your bride needs to know (who are you as a business, how to book an appointment, what are the dresses you have in store) the minute she arrives - is it accessible to her in the first 10 seconds? If not, add in this information! You also need to make sure that your branding matches what you are putting out on your social media channels. If they don’t, you’ll break the experience and may lose your customer. Make sure your visuals are consistent and your tone of voice reads the same as how you talk through your social media captions. Flick back and forth between the two and if they don’t feel aligned, identify your favourite parts and make sure they are present on both platforms.
2. Ensure no pages have a dead end. Go through each page and make sure it links to another (relevant) page. We do not want a bride to reach the end of a page (for example where you’re talking about your team) without anywhere to go. She’ll more than likely just leave your site. For example, if each designer has their own page on your website, make sure the end of the page links through to your next designer. You can even add a ‘like what you see and ready to book, click here’.
3. Remove communication barriers. Your brides might have questions, and they need to easily know how to contact you (in their preferred way). Give them options - shop number, email, Instagram, and for Gen Z brides, even WhatsApp (and Snapchat). Meet your customer where they are and your booking rates will soar. Add this contact information across your site, not just on the contact page.

Your social media

The below action can be applied across whatever social media channels you run for your boutique. Whilst it can be draining and feel overwhelming, there are ways to simplify your social media strategy and content creation plan to reduce the stress. You want to lean into content that works (for you and across your niche). Here are your three audit and action steps to help do this. 

1. Data is POWER. This is your call to analyse your data. I promise it will make your content creation much easier. Look back over the past three months and identify content with the biggest reach, the best comments and the most shares. You need to look at all three of these areas because they all serve a different purpose. 
   Reach - this shows you the style of content that gets in front of new eyes (which means more potential brides will discover your shop).                    Comments - this shows the type of content that people identify with and feel included by. This is a lot about community building.
   Shares - this shows content that the algorithm likes, shares are a very important metric, so if you can identify content that your audience are sharing on their stories or with their bridal party, you’re in for a winner.
   Note down the top three pieces of content for the above three metrics for the past three months. You can also look around in your niche and identify the types of posts that are doing well within the bridal space.
2. Replicate (similar style, content, voice) or put your own spin on a piece of content that is performing well in your niche. Once you’ve identified what’s working well, you need to dive a little deeper, work out whether it’s form (the type of content) subject or style - do they all look similar? Do they talk about the same thing? Or are they edited in a specific way?
3. Once you identify this pattern, come up with two or three ideas based off each success theme. Write these down (and continue to add to them when you’re inspired). Then plan in to create one piece of content per week that uses your best performing posts from the above categories. Things can change, so make sure you’re consistently checking the data and tweaking where needed. 

If you want a full audit and action of any of your marketing channels, I’m offering a reduced rate for Bridalbuyer.com readers. In this package, I’ll do a full audit of your chosen channel and then we’ll chat through your audit and action plan in a one-hour call and you’ll leave with clear steps to improve your chosen platform. Drop me a message on Instagram (@eok.studios) for more information or to book your Audit & Action Session. I look forward to chatting with you!