Is Your Marketing Working Against You? Here’s How to Fix It

In this episode we’ll cover:

• Why doing more marketing isn’t the solution—and what’s actually holding you back.
• How random posting and being everywhere can sabotage your efforts instead of helping you book more weddings.
• Key signs your marketing might be working against you (and how to turn things around).
• The power of a marketing plan that’s tailored to your strengths and designed to attract your dream clients.
• Real-life examples of wedding pros who simplified their marketing, worked fewer hours, and booked more clients.
• Four simple steps to create a marketing plan that saves time and gets better results.
• How focusing on what’s already working can help you cut through the noise and stand out in a crowded market.
• Why simplifying your efforts is the key to building a thriving wedding business without overwhelm.

Is Your Marketing Working Against You? Here’s How to Fix It

Hey there, friend! Welcome back to the podcast. I’m your host, Heidi Thompson, and I’m all about helping wedding pros book more of the weddings they love with clients they actually want to work with—without working crazy hours or feeling completely overwhelmed.

Let me ask you something: Do you ever feel like your marketing has become a full-time job—but it’s not actually getting you booked? Maybe you’ve thought, ‘If I just post more Reels, start a TikTok strategy, or spend more time pinning on Pinterest, that will finally fix it.’

I hear this all the time from wedding pros, and I want you to know this: more marketing isn’t the answer.

In fact, doing more is often what’s holding you back. What you really need is a marketing plan that works for you—one that’s tailored to your strengths, aligns with your goals, and connects you with your dream clients.

And today, we’re diving into how to make that happen. Let’s get started.

Let’s talk about one of the biggest myths in the wedding industry: the idea that if you just do more marketing, you’ll book more clients.

So many wedding pros believe this because, well, that’s what the industry makes us think, right? You’re told to post more Instagram Reels, stay consistent on Pinterest, write more blog posts, network more, and maybe even try TikTok because ‘you need to be everywhere.’

But here’s the thing: Random posting isn’t a strategy. It’s busywork.

And when you’re doing all the things without a plan, you end up:

• Spreading yourself too thin.
• Watering down your message because you’re trying to appeal to everyone.
• Blending in with your competitors instead of standing out as the go-to person for your dream clients.

Here’s how to know if your marketing might be working against you:

• You’re attracting the wrong clients—people who don’t value your work or are just price shopping. This is one of the most common problems I see wedding pros have.
• You’re spending hours creating content, but it’s not leading to inquiries.
• You’re stuck competing on price because your unique value isn’t coming through.

If this sounds familiar, you’re not alone—and it’s not your fault. Most wedding pros are told to do more without being told how to do it strategically. But I’ve got good news: There’s a better way.

So, what’s the alternative? It’s not about doing more marketing. It’s about creating a plan that’s tailored to your business and your clients.

Here’s what makes the right marketing plan different:

• It’s designed to work with your strengths. You don’t need to master every platform or do things you hate.
• It’s focused on your ideal clients—the people who value your work and are willing to pay for it. With the right marketing plan your marketing becomes a magnet for them.
• It simplifies your efforts so you’re spending less time on marketing but getting better results.

Let me share a couple of real-life examples of how this works.

Kacie, a wedding planner, realized after she joined The Wedding Business Collective and started working on her marketing plan that she was trying to be active on 9 online platforms at once. No wonder she felt so overwhelmed and scattered. After creating her marketing plan that was laser focused on her ideal clients, she said she felt like the fog had lifted around her wedding business because she had a clear path of what she needed to do to book more of her favorite clients.

Liz, an officiant, told me she was no longer overwhelmed by marketing after creating her marketing plan. She was able to more than double her prices, work fewer weddings, and got her workweek down to 25-30 hours. As the most expensive officiant in the area you’d think she’d struggle to book clients but that was not the case thanks to her marketing plan. She easily attracted and booked clients that came back to book a marriage education package on top of their wedding package.

Amelia, a wedding planner, was struggling to get website visitors to book consultations and book her. While working with her in The Wedding Business Collective we realized her marketing wasn’t positioning her as the best option for her ideal clients. It was working against her, causing her to blend in. Once she started implementing her ideal client focused marketing plan she booked 6 dream clients in under 2 months.

Okay, let’s talk about how you can start creating a marketing plan that works for you. Here are four steps to get started:

Step 1: Identify What’s Working.
Where are your best clients coming from? Is it referrals, Instagram, or SEO? Focus on those strategies and let go of the rest.

In The Wedding Business Collective I walk you step-by-step through how to determine which marketing channels you should focus on and which ones you should drop. The goal is to do more of what’s already working and get more intentional about it. That’s MUCH easier and faster than reinventing the wheel and coming up with new strategies.

Step 2: Play to Your Strengths.
Not everyone loves Reels, and that’s okay. Maybe you’re better at writing or building relationships. Focus on what you enjoy and what you’re good at.

Or, if you need to market yourself on a platform you don’t love, let’s figure out a way that works for you and doesn’t overwhelm you. This doesn’t have to be that hard!

Step 3: Tailor Your Messaging.
Speak directly to your dream clients. What do they need to hear to see you as the perfect fit? Highlight what makes you unique and why they should choose you.

This is more important now than ever before. I see so many wedding pros struggling who blend in with everyone else. Couples don’t understand why they should work with you over someone else. Your marketing needs to communicate that to them.

Step 4: Simplify.
The less time you spend spinning your wheels on things that don’t matter, the more time you’ll have to focus on strategies that actually book clients.

In The Wedding Business Collective we break this down to individual simple action steps in our 90 Day Planning Sessions. This ensures you don’t wind up feeling overwhelmed by your marketing. We make it easy for you to do.

These steps will not only save you time but also make your marketing way more effective.

Imagine waking up every day with a clear plan for your marketing. No more guessing, no more scrambling to post something, and no more wasting time on things that don’t work.

That’s exactly what you’ll learn at the Wedding Business CEO Summit, happening February 17th-21st.

This free 5-day virtual event is packed with strategies from 45 wedding industry experts to help you create a marketing plan that works for you. You’ll learn how to attract your dream clients, simplify your marketing, and build a thriving business without the overwhelm.

Grab your free ticket now at www.WeddingBusinessCEOSummit.com, and I’ll see you there.

Remember, you don’t need to do all the things. You just need the right things. Let’s make it happen together.

Links & Resources:

Get your free ticket to Wedding Business CEO Summit
The Wedding Business Collective

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