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Top 3 Tips for Marketing to Millennial Couples

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Wedding MBA 2016 Recap

I’m just back from Wedding MBA 2016 and I’m excited to report that some strong themes emerged, especially in regard to Marketing to Millennial Couples. Good thing, because according to Splendid Insight’s 2016 Global Wedding Report, Millennial couples now make up 91% of the market.

So I thought I’d kick off the Wedding MBA recap with the top three marketing tips for attracting Millennial couples from Wedding MBA 2016.

1. Think Mobile First

Did you know only 40% of all traffic that goes toWeddingWire is from a desktop computer. That means 60% of Millennial couples are accessing WeddingWire’s website from a mobile device.

When WeddingWire surveyed these couples, they found that 3 out of 4 Millennials will leave a mobile experience if it sucks. This is really bad news if your mobile site sucks. Does your mobile site suck? Take a look now. Go ahead and be honest.

This goes way beyond last year’s Mobelgeddon update, which effected your search results.

This is about being a great experience on a mobile device.

This is about getting the inquiry.

It’s not enough anymore to just be running a mobile plugin, you HAVE to be mobile responsive, and you HAVE to provide a great user experience.

But even having a kickass website isn;t enough. You have to think mobile-first with everything. And I mean everything: your emails, your inquiry forms, your contracts and your landing pages all need to be attractive and easy to use on a mobile device. Period.

Need some resources? Mountainside Media and Mountainside Bride take a mobile-first approach, using the following tools:

2. Be Transparent with Your Pricing

According to The Knot, 80% of Millennial couples consider pricing transparency important. They want to know if your prices are in the ball park of what they have to spend on their wedding.

The good news is pricing is part of the vetting process on both sides. If you’re tired of getting price shoppers, put your pricing on your website, even if it’s a range or a starting at number.

The Knot also reminds us that a request for pricing signals the intention to book and can facilitate the next logical step in the process, such as contacting you for a consult or scheduling a venue tour.

If you’re still feeling squeamish about pricing transparency, offer a pricing range or starting point for your services.

3. Communicate in the Same Channel and Do it Quickly!

Make sure to communicate in the same channel as the potential client, especially on the first contact. If they email you, email them back. If they text you, text them back. If they Direct Message or Personal Message you, do the same back.

And P.S., the phone is the last and least attractive choice for Millennials, especially for the first contact, so respect their preferred channel during the initial inquiry.

You can always move the conversation to another, more appropriate channel after the initial contact, but if they PM you, don’t try and email them back. PM them back and then ask to move the conversation to email, or whatever is appropriate for where they are in the sales funnel.

With that said, 53% of couples will choose the first vendor who responds, so make sure to respond quickly. So up your chances of booking by being responsive.

Now What?

I favorite quote of mine comes from Marie Forleo, “insight without action is useless. Yes, #Preach!

So now you have three tips for marketing to Millennials and maybe you thing you’ve “got it,” and you’re ready to move on to the next article you find on Facebook, or maybe you think it’s time to check you email. (It’s not)

I encourage you to stop right there. Just wait a minute and really look at your business and online presence from the Millennial perspective. Is your website and communication channels mobile first? Are you clear and transparent with your pricing? Do you respond to inquiries quickly? If not, then take action now.

Take Action

  • Look into mobile responsive themes or platforms.
  • Find communications tools that look and function great on mobile devices.
  • Get your pricing on your website STAT!

Still lost? Jump on a free Strategy session with me and we’ll get you on the right track with 3-5 actionable items you can do this week to improve your Millennial Marketing mix.

Additional Resources

Data-Driven Marketing Tips