Show notes:

This week on the podcast, I’m joined by Chloe Lansdowne, Head of Marketing at Hitched, to chat about what couples are really looking for when they search for wedding suppliers online.

We talk about why great photos and clear, detailed listings matter so much when it comes to attracting the right enquiries, and how couples are making decisions in a world where they’re constantly overwhelmed with choice. Chloe shares some brilliant insight into how wedding businesses can stand out by building trust, showing personality and creating an emotional connection through their marketing. We also dive into how platforms like Hitched can help boost visibility, what makes a supplier profile actually work, and the small changes that can make a big difference to the quality of leads you receive.

Hitched

Hitched – Instagram

Time stamps:

00:39 – Introduction to Wedding Marketing Strategies

01:00 – Introduction to Wedding Marketing and Planning

12:19 – Navigating Vendor Relationships in Wedding Planning

14:55 – The Importance of Niche Marketing in the Wedding Industry

23:52 – The Changing Landscape of Wedding Vendor Marketing

26:14 – Understanding the Importance of Listings in Wedding Vendor Success

34:25 – Vendor Visibility and Marketing Strategies

37:49 – Navigating Communication and Avoiding Ghosting

46:02 – The Fast-Paced World of Marketing

Transcript:

Chloe
00:00:00.160 – 00:00:39.420
Imagery is so key and that is why people then do go to social media to try and find images of your venue if it’s not strong enough on your listing.

So I think for me, having that listing have as much information, like I said with the FAQs, that is something I have personally found so useful because there are so much so overwhelming planning a wedding, there is so many different moving parts I didn’t think about before.

So having all of the services that you can offer, all of the information, and that will ensure that the leads that you do get are of a higher quality because they’re coming through after reading all of the information, seeing all of your beautiful images, and then that’s when they’re making a decision.

Becca
00:00:39.500 – 00:01:40.900
I’m Becca Pountney, wedding business marketing expert, strategist, speaker and author.

Over the last decade, I’ve combined my love of marketing with my knowledge of the wedding industry to help thousands of wedding pros and venues just like you learn new skills, strategize, get re energized and grow their businesses. Because after all, that’s how you stay top of your game. Whether you’re brand new into this industry or been here forever, I want to help help.

So grab a cup of tea or a cocktail, sit back and enjoy a brand new episode of my award winning podcast, Wedding Pros who Are Ready to Grow. Let’s get going with today’s episode. Today I’m chatting with Chloe Lansdowne, the head of marketing at Hitched, which is part of the Knot Worldwide.

Hitched has been helping couples plan their weddings for more than two decades and is very well known in our market. With lots of questions about directories right now and their place in the industry for 2026.

I cannot wait to ch more with Chloe and find out what’s going on at Hitched. Chloe, welcome to the podcast. Hello.

Chloe
00:01:41.220 – 00:01:42.980
Hello. Thank you for having me.

Becca
00:01:43.380 – 00:02:11.840
Thank you for being here. It’s always good to have people represented from different areas of the industry.

I’ve had guests from Bride Book, I’ve had guests from Guys for Brides. So it’s good to finally have a guest from Hitched. And we’re going to talk a little bit more about that in a moment.

But before that, on my podcast, I always like to get to know the person I’m chatting to so that my listeners know why they should listen to them. So take me back. How long have you been at Hitched and what did you do before that? How did you end up in this wide world of weddings?

Chloe
00:02:12.320 – 00:03:38.050
Oh, so yes I started at hitch in 2020, which was a very weird time to join a wedding industry as well, given the lockdown and the COVID restrictions. But before that I’ve always been in marketing. I lived in Australia for two years, which was very, very fun.

And I don’t know if you’ve ever been to Australia, but it’s definitely one place that you should visit. Always doing marketing. I’ve done marketing as my degree at business in uni. Continued that through into my next jobs.

And then when I landed back from Australia searching for a job, I ended up at Hitch, which I never thought I would necessarily go into weddings. It wasn’t something that I was passionate about before. I’m recently. Well, not recently. I say recently.

2024, I got engaged, so I’m planning a wedding myself.

So at the moment working here feels even more exciting than it ever has because I’m constantly like seeing, how can I relate that back to my own wedding? But yes, marketing has always been a passion of mine and I just love the. I’m very analytical, but I’m also very creative.

And I think marketing, you can really combine the two where you can get really creative with campaigns and content and social media, but at the same time there is a business to run and there’s the numbers and the strategy side of it. So that’s how I’ve sort of fell into weddings. And I think it’s a very exciting time for weddings.

Becca
00:03:38.430 – 00:04:10.360
Yeah, it absolutely is. And particularly for you because I did not realize that you were also planning your wedding.

So that is definitely going to be something we need to talk about because I think it’s fascinating you can see this industry from one perspective, but once you get engaged, you suddenly see it from a totally different perspective.

And actually I think that helps you in the business and the marketing because you suddenly realize, oh, this thing that I’m teaching actually, is that how I act now I’m actually engaged. So tell us a little bit about the wedding you’ve got planned. Are you having it in the uk? Are you having it abroad? What kind of venue? What’s going on?

Chloe
00:04:10.680 – 00:04:50.900
Yeah, so I’m having it in London and I’m from London, so in my same place of like where I’ve grown up, but more in the city. I.

We really wanted to do an abroad wedding at first, but when we started then doing the planning, we realized a home in our home country is definitely more suitable for us, for family, for friends. But no, I’m really excited.

I love the like old money aesthetic with the Like, I can really picture, like black tuxes with the men all like smart, nice red buses going by. That’s like my vision that I’ve got in mind of having like a really glam chic wedding in London. So that’s the plan and it’s next year.

Becca
00:04:51.140 – 00:05:10.880
Sounds incredible.

Just while we’re talking about being a bride yourself, before we get onto our other topics of conversation, then, have you noticed being on the other side of it, being the bride, are there things that you found frustrating? Are there things that you think, why are wedding businesses doing this? Like, have you noticed a difference being on that side of things?

Chloe
00:05:11.120 – 00:06:19.540
I think I’m still in some of my vendor search at the moment.

And I think something I thought before, where we’re trying to make sure our vendors can get leads and couples can react and communicate with them, you really do need to build a bit of a relationship with a vendor before you do book.

And I think before on the marketing side, I was very much more thinking you would submit a lead and then probably book and, you know, things that move a bit quicker.

But being on the other side, I think you do really need to build that connection with a vendor because it is such I’m someone as well who I get nervous making a final decision on things. So I do want to make sure I feel comfortable.

I’ve asked all my questions, I’ve seen the supplier or the venue in real life, and I’ve properly seen what other couples have said about them and done my research. And I think before I didn’t realize how long that process actually would be before you make a decision with a vendor.

So, yes, I think, and I’m sure we’ll probably get into all about the storytelling side, but vendors, really, it is so important to just make that connection with your couples before booking them because they want that connection.

Becca
00:06:19.620 – 00:06:55.760
It’s interesting, isn’t it? Because as marketers, we say you have a nurture sequence, nurture your clients, but we don’t actually think about what that looks like in reality.

And actually nurturing is building a relationship.

And what you say is so typical of what I’m seeing across the industry with couples that are getting married over the next couple of years is there’s that real fear of getting it wrong or picking the wrong vendor.

And I think that because of the overwhelm, because of the choice, because you go on TikTok and you see 27 million different ideas and you think, well, if I choose this one, what if something better comes up and then that ends up with decision paralysis as well, 100%.

Chloe
00:06:55.760 – 00:07:40.780
And I got engaged quite a long time. From getting engaged to actually getting married, we have quite a long journey.

We’ve had some things in between, but on average last year it was a 15 month cycle. So from our wedding industry report, we found couples have 15 months on average, average.

But a lot of people still are on that longer scale, longer side there where that’s a long time. Something I might liked in 2024, I don’t know if I’m still going to like in 2027.

So definitely I think it is about that, building that relationship, building that journey and seeing how flexible vendors are as well. I think for me, if I have found a photographer back in 24, but then my style may change, I may fancy a different vision or something.

It’s good to know how flexible vendors are in adapting to your needs as well.

Becca
00:07:40.780 – 00:07:57.480
Yeah, it’s a really good point actually because new ideas are coming up all of the time. We’re seeing this stuff and I think that’s also why we’re seeing people book things so last minute.

Because this year definitely we’re seeing more and more people book in year and it’s probably for that reason they’re waiting until the moment where they go, no, I’m going to commit to having xyz.

Chloe
00:07:57.720 – 00:08:14.280
Yes, definitely. But even before you actually commit, you still build those relationships and connect with vendors.

So I think sometimes I think we focus on the book, which obviously is where businesses want to get, but that just network and meeting new couples, connecting with different people along the way is so crucial.

Becca
00:08:14.360 – 00:08:34.420
Yeah, absolutely, absolutely. So from your perspective then, both as a bride, but also as part of the Hitch team, you’re working with couples a bit like me.

You’re seeing people across the industry as a whole. When couples are here in 2026, they’re doing their research, they’re looking for their vendors.

What do you think the information is that they want to be able to find quickly in 2026?

Chloe
00:08:34.660 – 00:09:46.790
I think price, price always does come up top and that was the top. What couples are looking for in our survey was price. But that is hard. I completely see how vendors. It is hard to just put out a flat price.

You do need to contact them first, find out the needs, find out the dates, seasons, etc. But I do think price is important.

However, with price, sorry, back to our survey, just because I’ve been deep in the data recently that although price is important, couples are, it isn’t the only thing couples want to make sure it fits their needs and they are flexible. They 56% of couples went over budget with vendors, additional vendors being one of the top reasons.

So I think, although, yes, I want to see your price. I want to see what type of service you have.

For example, if you’re looking for a photographer, I really like the idea of a flash photography which I’m seeing everywhere at the moment. But that’s what I want to make sure that photographer is about price. But really I also want to see can they actually do what my vision is.

So I think price is up there, but also really getting across what you as a vendor can provide for the couples and what makes you different, what makes you unique. You know, that sort of thing is really, really important.

Becca
00:09:47.110 – 00:10:08.550
And I think you’re right because sometimes people get stuck on this price idea and they think, well, I don’t want to put out a price, but actually you need to give people a jumping off point. You need to give them something. Because otherwise we get time wasters. Right, Because I’m sure you have a budget in mind, even if it’s a large budget.

And you want to know roughly could I afford this or are they going to be so far out of my price bracket is going to embarrass me to contact them.

Chloe
00:10:08.950 – 00:11:05.890
Exactly that. And I think one thing as well, we found with couples, they don’t know where to start. They do feel overwhel.

When you’re engaged, you hear roughly how much things cost or your friend might say, oh God, this was I spent this much on X. But you don’t really understand it until you start planning.

And I think even me, who’s worked in the wedding industry for five and a half years, when I was con, I still wasn’t fully. Even though we have all of the tools available for us to find out what the average cost could be, people still just don’t know.

So that first initial contact sometimes is not to like be put off by a price but just to give it a range. Like, okay then I’m not going to waste your time if that’s completely out of my range. Maybe it’s something I expected. Okay, now tell me more.

Can you offer me this? What times do you do, you know, all different questions that couples have, that’s when you can start building that relationship.

Once they know initially, will this be in my budget or not?

Becca
00:11:06.050 – 00:11:29.870
Yeah, absolutely.

And I think again talking about what’s going on this year, I think we’re finding that people are wanting to do a lot of that fact finding research before they get on the call.

So going Back a few years people were happy to jump on a call with lots of different vendors, but actually now I think people are a bit slower to jump on the call.

They want to make sure they’ve done their research, looked at their Instagram, looked at their, their portfolio, looked at the pricing, all of the other things first.

Chloe
00:11:30.190 – 00:12:18.410
Definitely. And I think social media is a great tool for inspiration.

I think we just in your day to day, you may be scrolling on your commute or just when you’re at home and you will come across different wedding inspiration whether you’re looking for it or not, but that doesn’t really then provide you enough information.

So I think you can find all this information online, but then to actually find out if it suits your needs, that’s when you do need to have that connection with the vendor rather than just trying to make.

Because I’ve tried to do it myself, I’ve tried to work out some things whether I’ve looked on like one of our articles you’ve got on hits and I’ll look on social media and I’ll kind of like build this like budget in my mind and then still not be correct. So you know, you do need to still have contact a vendor, reach out to them, find out what they can offer.

Becca
00:12:18.570 – 00:12:46.630
Absolutely.

Now we’ve talked about couples being overwhelmed from choice and actually that impacts our vendors as well because sometimes it can feel like you’re one florist in a sea of 20000 other florists or one photographer in London with a whole list of other photographers. And it can be really difficult to know how to stand out, whether that’s on social media or even on the directory.

If there’s a whole list of venues, how do they stand out to those couples? So do you have any thoughts around what’s working in that area right now? Sure.

Chloe
00:12:46.630 – 00:14:24.710
So just speaking in marketing in general, something that we try to do with our content, connect with our users through emotions. Emotions will always play a strong part in content and that’s not just in weddings. That’s across any marketing industry I’ve ever worked in.

And I think that with weddings you can really tap into that emotional side, storytelling side so much more because it’s magical. Like you’re working with these couples and sharing these beautiful stories.

So I think when you are in a crowded space where and social media these days you have vendors promoting their services, but you also just have like wedding pages that just promote inspiration. So like you said, it is really hard to stand out. But I think that’s where you can play with emotion, tap into.

I don’t know if you’ve done something where you’ve done a reveal. So it’s like, maybe it’s one of your couples and it’s the first time they’re seeing their bouquet.

Like, you’re still promoting your services and how beautiful the bouquet is, but you’re actually promoting how someone has viewed and seen that for the first time. And that is then, like, wow. As a bride myself looking, I’m like, I want to feel like that.

I can’t wait to have that moment when I see my bouquet for the first time. Like, I remember my mum got married also recently, and when they first gave the bouquet, it was like, we always like, okay, it’s happening now.

Like, we’re about to go down the aisle. So I think as a vendor, it’s so easy to just constantly share, like, your.

Your service and your images, which is still great, but to really stand out, I think tapping into that emotion where couples can then see themselves having your product, having your service.

Becca
00:14:25.030 – 00:14:55.030
Yeah, that’s so true. I think we need to. We want to see ourselves in that moment. We don’t just want to see a bunch of flowers exactly as you said.

We want to feel that emotion. We want to go, oh, I want that feeling. And that’s what’s going to make us connect. And again, in an overcrowded world, we want something that.

That connects to us. On that same note, then, do you think there’s a place for niching down? Because obviously, every couple’s different, every bride’s different.

And again, there was a time in marketing where people would say, oh, I’m just gonna promote to all couples getting married. And we know that doesn’t work anymore, definitely.

Chloe
00:14:55.030 – 00:16:43.730
So I think niches, I think with weddings can be harder because one trend that we did find in our weddings industry report that released last month, I’m already in March now, so in January, sorry, was that couples really have this desire to express their relationship, express personality, and we’re seeing more and more couples want to be unique.

And I say unique like this because I am one of those couples who I add unique at the start of my search, and then I end up being on something that I’ve seen every other couple do. But there is that desire to want to express your personality, be unique.

So I think it is hard to have a niche, but I think you can still target the wider group of couples. You know that if you have a. I’m trying to think of an example, but photographer styles a lot of them are quite common.

Like you still want to have a niche potentially, but photographer, with a photographer, you can appeal to a wider group of people.

But I definitely think if you have a niche, you should definitely be promoting that niche more because that’s when you will find couples that really want to be. Like you said, it’s a very crowded space.

So if you have got a very unique selling point that you want couples to know about, then, yes, target those couples with that. I would say not to shy away from. From being the broader appeal as well.

Because couples, like I said, people want to be unique, but actually they also. Then they’ll see something that a wedding’s. A wedding trend.

For example, the Bridgerton effect, we know Bridgeton has just taken over, everyone’s loving it and it really does impact weddings from the style, from the decoration, the big drapes that we’re seeing.

So I think even though people want to be unique, don’t shy away from still trying to reach that broader appeal because people do still have interest in that.

Becca
00:16:43.800 – 00:16:54.040
That. Yeah, and I think as well, it’s what you said earlier about being flexible.

So, yeah, lean into your niche and stand out in that way, but also showcase that this isn’t the only thing I do. But if you want this, I can do it.

Chloe
00:16:54.120 – 00:17:14.469
Definitely. Because then you would then you’re getting the best of both.

Then like most people, if, if people only book you for one particular service, then of course push that as your priority.

But if people book you for one service, but then they also maybe do a few other types, make sure you promote them all, because that way you can reach a wider group of couples.

Becca
00:17:14.789 – 00:17:45.450
Yeah, but it’s that, that thing, isn’t it, about not be having the balance between being a jack of all trades and then. Because as I keep describing it, at the moment we’re in a marketing theme park world.

It’s chaos out there and something has to be a point of difference so that they don’t just book you on being the cheapest. There’s gotta be something that stands out.

So like you were saying earlier, if you’re looking for that flash effect on photographers, well, you’re going to be looking for who’s showcasing that on their portfolio. They might be able to do it, but if they haven’t told they can do it, you’re counting them out 100%.

Chloe
00:17:45.450 – 00:18:38.510
And that’s the same with venues as well, I think. So with usps, I sometimes find in marketing, trying to think of a niche or a unique selling point can sometimes be very overwhelming.

And it doesn’t have to be a completely unique thing.

For example, if you are a venue and you allow confetti or you allow fireworks, that’s something that you need to be promoting as a usp, because not all venues offer that. And couples don’t know that.

They’ll be scrolling on social media, they’ll find this beautiful shot of confetti walking down all close up and I’ll save it and then they’ll come to the day and they can’t do it. So I think it is overwhelming sometimes to think of a niche.

Like you said, it’s such a so many different marketing terms and different things that go out these days. But your niche can be something as simple as what you allow, what you offer and just make sure that is visible within your content.

Becca
00:18:38.670 – 00:18:59.850
Yeah, so true.

And shout about those things because I think as well, when you’re working in a venue or in a business, you think that’s normal that you allow confetti. You don’t necessarily realize that, oh, actually, like everyone else in this area says no to it.

And so we just think, well, that’s just normal, so we don’t shout about it. Actually, it’s a point of difference that couples do want to know about. And it’s a great way to stand out amongst your competitors too.

Chloe
00:18:59.930 – 00:19:00.650
Definitely.

Becca
00:19:00.810 – 00:19:26.550
Now, we’ve talked a lot about social media, we talked about storytelling, but obviously you’re here from Hitched, which is a directory. And as I alluded to in the beginning, I think there’s a lot of talk at the moment about directories. Are directories still relevant?

Are they still being used by couples in 2026? So I’d love to know from your perspect why you think directories. Oh, I assume you think they are still relevant to couples this year and to vendors.

Chloe
00:19:26.630 – 00:21:53.730
Definitely. So last year in the survey, couples still find wedding directories as the top source for finding vendors.

And like I mentioned, I do think social media is great. It is so great for vendor vendors when you’re finding them and you’re just getting inspiration, but you don’t get the full package with social media.

Like I said, there’s also the AI risk. Now you see so many images on social media that you don’t know if this is real or not.

But for me, I really, like I said, without the flash photography or with venues, you can’t find out if that venue offers corkage, for example, or if they allow for candles in their venue, because some brandies don’t allow for candles. So social media Is great.

But if you want to review all of the FAQs, search by different filters, and then read real couples reviews, you have to do that outside of social media. And a wedding directory like Hitch is a great place to do that.

That because there is so much on there, all of the FAQs that you probably have other couples have already asked. So the vendor will create their listing based on what couples are asking. So it saves you.

As much as I think it’s great for you to reach out to vendors, contact them and speak to them, it also saves that, therefore it’s there for you all of the information you need. That’s how again, and cut out those time wasters because it’s filtering down all of the information you need.

So I think as much as social media is great, and I do think vendors, vendors should have presence across all platforms in terms of social media, making sure they’re available on their website on platforms like Hitch, because that way couples will not just go to one. They won’t. We can’t change consumer behavior. Couples will go across multiple platforms.

But like I said, social media is great for inspiration and visions and maybe making a mood board on Pinterest. Like we all love making a mood board on Pinterest.

But I don’t know if I see this beautiful image of five bridesmaids in these dresses, I want to know whether, like, where have they got those from? Or like, where do they stop them near me? What if I wanted to like go. And even like when dress shopping yourself, you want to kind of go try them on.

Where do they sell this bridal boutique? Sorry, do they sell this bridal dress in a particular boutique?

So social media I think is great for inspiration, but really wanting to know information about can this vendor bring my vision to life, which we know is is key. You have to go to places such as Hitch and able to find out that information and then connect with them.

Becca
00:21:53.890 – 00:22:22.840
Yeah. And obviously vendors can put a lot of that information themselves on their own website.

But what’s interesting is I do a lot of marketing reviews for people and as part of that, we often will do a search. So for example, I might search wedding venue in Oxford to see whereabouts they appear in the SEO.

But often the directory sites sit at the top of that because you have the domain authority.

So I’m assuming that actually couples end up on the directory site ahead of the individual website sometimes because you’re appearing and you’re putting your work into that SEO presence.

Chloe
00:22:22.840 – 00:23:23.510
Definitely. And I think as well with a directory, with a website you know, that is just the vendor who has put that content on there.

That’s their words, what they say. Whereas on a directory, it has couple reviews which are verified by us.

So if you want to know, they may say, I’m the best florist in Essex, for example. But then if you actually want to know, know, okay, are they actually the best? Are couples saying this? Have couples had a good experience with them?

What are they like in the. On the morning? Are they always on time? Do they have any lateness?

Anything like this that you would only really get from a couple to get a real perspective from a vendor, they can tell you this. But the couples, that’s where you can get an honest review on them.

And with something like your wedding, you do want that review like you do research reviews. I have done a lot of looking at reviews before making decisions when planning my own wedding.

Because you just want to make sure you’re spending a lot of money. It’s a very important day. You just want to make sure it is the right decision. And reviews are a great way of doing that.

Becca
00:23:23.510 – 00:24:27.840
Yeah. We’re in a trustless society with AI. We don’t believe anything we read. So we do. We want some markers of trust.

We want to know, okay, what does someone else say about them? And these people are legit enough. They’re paying money to advertise. You know, it comes with all of those other things as well.

Now, I’d love to get your thoughts on this. As a fellow marketer, I feel like we are. We can have a geeky marketing conversation. Love it.

As I said earlier, I’ve been talking on stages about how the marketing funnel era is dying. We’re in a marketing theme park world.

It’s wild west out there, and people are no longer following this linear structure when it comes to planning their weddings.

So in the olden days, maybe the olden days, five, ten years ago, people would go to the directory listing, find the vendor, go straight to the vendor, talk to the vendor, book. Right. That was the traditional way of doing things. But actually the reality now we know, as you said earlier, people are everywhere.

So they might come to the directory, then they might come over to your Instagram, then they might send you a message on TikTok. And so it’s actually quite difficult for the vendors to track their return on investment on the directory listing. So what are you seeing?

Is that the consumer behavior you’re seeing at Hitched?

Chloe
00:24:27.840 – 00:24:28.320
Are you.

Becca
00:24:28.320 – 00:24:37.440
Are you seeing that people do just find a vendor, contact them and book, or do you Think they start as a jumping off point on Hitched and then do their research everywhere else.

Chloe
00:24:37.520 – 00:25:54.400
I think it’s really hard to track because like you said, couples are everywhere at the moment. And I think we’re still seeing like in January we had the most couples ever sign up up in a single month.

Couples are still coming to platforms to search and get inspiration, read our advice articles, but it’s very hard to know. Yes, exactly. Like you said, it’s not necessarily a secret anymore. And I think Google search is, is shifting. People are now searching on social.

So whereas before people would search on Google like you said SEO without domain authorities come to the top, then go to Hitch for example, then submit a lead.

People are searching on social media and then with social media platforms we know algorithm of social media, they don’t want to push people outside of the platform.

So then people are coming to us at different points or they’re coming to us directly or they’re going to vendors or they search on Hitch and then they’ll go to call the vendors. And you know, it’s, it’s like exactly like you said, very messy. Like a theme park. I like that term. But people are not having just a clear structure.

However, we’re not seeing vendors receive less leads because of it.

I think what we’re seeing is just, it’s coming probably at different times, people at different times in their journey, but it’s very hard to track, track that exact sequence that we’re seeing.

Becca
00:25:54.400 – 00:26:30.620
Yeah, and I think that’s one of the mistakes vendors make sometimes is that they, they invest in a platform such as Hitch, such bride, such as Hitch, such as guys rides such as Bride Book and then they expect to then be able to directly track the return on investment. It’s tricky and actually you’ve got to look at that bigger picture and see where it’s all fitting in.

So on the subject of mistakes then what other mistakes you must see it. Do you think some vendors are making with their listings?

Because there’ll be people listening to this that maybe a Hitch listing got a guy surprised listing. They’re not sure whether it’s working for them or not. Maybe they’re making some mistakes. What makes a good listing?

Chloe
00:26:30.620 – 00:29:00.890
Definitely your images, the content and the imagery that you are putting up on your listing when you are scrolling on like the main page.

If you have to have something compelling enough to make someone click into the listing, it doesn’t of course position in of where you are will also like help but it is also important that you have to have A strong image or else if I see an image that is a bit blurry or I don’t know, say, say I’m a venue that can offer, I’m looking for a venue that could offer a large guest list. But then the venue first image is just a really small corner of the their table scroll past. I can’t, it’s just not the main thing I need.

So I think you have to have that first image needs to be strong enough and then once you’ve clicked in you can then scroll through. Imagery is so key and that is why people then do go to social media to try and find images of your venue if it’s not strong enough on your listing.

So I think for me having that listing have as much information like I said with the FAQs, that is something I have personally found so useful because there is so much, so overwhelming planning a wedding, there is so many different moving parts I didn’t think about before.

So having all of the services that you can offer, all of the information and that will ensure that the leads that you do get are of a higher quality because they’re coming through after reading all of the information, seeing all of your beautiful images and then that’s when they’re making a decision. So I think, think definitely make sure your listing has strong image quality.

And even if it’s not, even if you don’t have a professional shoot, it doesn’t need to be done like that. But just as long as you’re showcasing what you offer in the most nicest way, the brightest images, not a dark image.

And I think sometimes with DJs that can be hard. We do find like with DJ and musicians, I completely get it. It’s a lot harder to have a brighter looking image.

Like in marketing we’d always try to make sure our content’s bright and you know, it’s easy to read if you have text on it.

But I do get that’s hard DJs but again then like I mentioned, touching on that emotion, if there’s people having a really great time and you have permission obviously from the photographer to share, but you have people having a really great time listening to your music. That’s what people want to see. I want to make sure my guests are well taken care of.

We know last year guest guest experience is one of the top priorities for couples.

So that is why make sure if your image read just get it, just make sure you’re showing people that they can see themselves, themselves in having a wedding with you.

Becca
00:29:00.890 – 00:29:35.830
Yeah, I think that’s great advice. And that first image needs to pop. And actually, I had a thought while you were speaking that I’m going to encourage the listeners to do.

If they’ve got a listing, one of these sites, go and search whatever you are. So Florist Buckinghamshire, and look at where you appear on that list.

But look at everyone else’s images that appears on that same list as you and make sure your one pops out of everyone else and doesn’t look the same. Right. Because actually, if that’s your first thing, that’s the thing that’s going to get them to click.

So that’s something practical everyone can go away and do right now, go and look at who’s appearing either side of you and make sure your image stands out above and beyond this.

Chloe
00:29:36.070 – 00:31:09.810
Definitely. And I think we live in a world now where I think our attention spam is like two seconds.

I don’t even know if it is two seconds, but it’s from the scrolling we do on social media that if nothing hooks you in, it’s like when I talk to my social team and we’re talking about strong social hooks, you need to capture their attention within the first two seconds. That is exactly the same.

People scroll and people, when they’re on their mobile on the go, they will look at these directories on their train on the way to work, say, just scrolling through, seeing if anything stands out. Something needs to stand out. And I know that is hard. And I think we already have a lot of pressure on us.

So that’s why I don’t want people to go away and think, oh, no, I need to now try and create a whole shoe of this popping out. Because that isn’t also realistic. You don’t want it to look unrealistic. So I do get. I’m like saying so many different things.

I do get there is a lot of pressure when it does come to market marketing. But like I said earlier, usps, niches, it doesn’t have to be so different where you overthink it too much.

Just if you have something that you offer and you hear, you speak to your couple, if they always say, I absolutely loved this one element, and you always make sure that’s like the first thing you put in the content or the text, you know, so it’s, it’s. Try not to put too much pressure where you then feel a bit overwhelmed by it. But also just making sure couples know how amazing you are.

Because I’m sure you’ve all got amazing reviews to make sure that comes across even in the images in your, in your listing text. So, yes, try not to put too much pressure on yourself, but definitely having to make your content pop is key.

Becca
00:31:09.810 – 00:31:28.050
Yeah, absolutely.

And it is a balance between pressure and success because ultimately people, if they’re spending money on it, we want to make sure they have the best chance of success. So you’re right. It’s balancing that. Yeah, balancing that up to go. Right. The best chance for success is to make this pop.

What is the best way that you can do that with what you have available to you?

Chloe
00:31:28.050 – 00:31:29.810
Yes, definitely. Definitely.

Becca
00:31:29.890 – 00:32:05.710
Now, you mentioned a little bit earlier about place placements, and I’ve got a question that you may or may not know the answer to, but I’ve been wanting to ask it to someone for ages, so I’m going to ask it to you as I’ve got you here now. Because obviously when we go on these listing sites, you’ve got all the different levels that people pay.

So you might have top, you might have premium.

If I’m a supplier and I’m, for example, a premium listing, and there’s 15 other premium listings in the same category as me, is there a secret to help me get higher up that list or is it random? Does everyone see the same result? Is it the people with the higher reviews or is it just the first come, first served?

Do you know, I think that question.

Chloe
00:32:05.710 – 00:33:16.250
Is probably more for the sales team rather than marketing, but definitely my advice would be speak to your account manager because they will know exactly how you can be seen more. And I get, as a vendor, it is so important to be as visible in as many places as you need.

And like you said, if there are so many people all paying for one slot, like, how does that work? How does it adapt?

And the sales team will definitely be able to make a package to make it work for, for you while also making the best user experience for our couples. So I think definitely reach out to your account manager if that is something you are interested in.

But yes, it is important to be visible because like we’ve said already earlier in this podcast, there is just so much competition and I do think that’s. I think that’s amazing.

I think it’s so great to see so many new and I know like friends who have recently like becoming a makeup artist in the wedding industry and people are still creating like favorite of like honey. And it’s just like so exciting to see more and more suppliers emerging in this industry.

But then of course, at the same time, that does make competition harder. So I think visibility is key. And if that is something that you are worried about, definitely speak to your account manager.

Becca
00:33:16.250 – 00:33:45.070
Amazing. And as I always say to my clients, don’t wait until your listing is up.

At the end of the year, if you’ve booked for a year and three months in, go and talk to your account manager three months in because it’s in everyone’s best interest for it to work with. Well for you. So if you’ve got these questions, don’t say silent. That’s what your account manager is there for.

Get on the phone, say like how can I make this work? How can I improve my listing? What can I do? And I’m sure they’d be more than happy to help.

Does everyone get given an individual account manager or is there a team that they can go to?

Chloe
00:33:45.070 – 00:34:25.730
Yeah. So you’re getting an account manager when you do sign up and you’re a paying customer.

But also as well something that you could do in the meantime is look in our campus section.

So in our vendor portal we have a huge, it’s like a huge community of wedding pros and there’s advice asked articles, there’s webinars, there’s probably webinars on there about how to get the most out of your listing, how to appear higher in search. There’s lots and lots of resource and tools available for you and that is all in your vendor admin section.

So vendor account managers, they are always happy to help and be on the phones of our with our vendors. But also you can do a self service by looking at that yourself as there is some really strong content out there.

Becca
00:34:25.810 – 00:34:47.379
Well that leads beautifully into my next question because I was going to ask you. Obviously we, we think about directories and listings but often there’s all these other things that are available to people.

So obviously you have the listing, but if someone is a paying customer, they also get access to the education. Are there other opportunities they can get involved in? Are you, are they ever able to submit guest articles?

Is there any other different things they can do?

Chloe
00:34:47.379 – 00:36:15.430
As a wedding platform we have of course we have the vendor directory on there for couples, but we have advice articles, we have our forums, we run campaigns across the marketing side regularly and there’s so many opportunities to be involved. So definite submit these requests to your account manager. But often we on the marketing side we do reach out to vendors.

For example, I think get mixed up my years now but not last year, the year before we ran a campaign focused purely on vendors, but we call it hidden gems where we found different unique styles of vendors that people didn’t know about. There was like a fairground venue and there was a photographer that was like a robot. It was just like really cool.

But there’s so many unique vendors on our site that we don’t think couples always know about about. So we often as well, when we’re seeking vendors to be involved in our marketing campaigns, we will reach out to vendors as well.

So always make yourself visible, whether that’s us on social media, always feel free to reach out to us on direct messages on social media. Make yourself known. Nothing is ever guaranteed. But it’s great to just build this connection as then when we come to planning marketing campaigns.

And it might not be this unique venues when we do campaigns that are more like the standard vendors. But definitely then we’re like, right, who do we have a connection with who could be a good fit for this? We will then reach out to people as well.

So definitely be proactive. Reach out to us even though we can’t always take submissions and action them.

But it’s just great to have that relationship with more and more vendors.

Becca
00:36:15.590 – 00:36:39.230
Yeah. And as I say, no idea is a bad idea. So people might as well come up with an idea even if it’s not right, right for that moment.

But if they don’t try, they’ll never know.

And actually you’ll know as well as I do that sometimes someone will just come into your inbox or drop your DM at exactly the right time when you’re looking for something and it’s the right fit. Not always, but sometimes you’re like, oh, it’s like you knew I was looking for someone like you. But if they don’t reach out, you’ll never know.

Chloe
00:36:39.390 – 00:37:34.470
I 100% agree and I am such a big, like believer in if you don’t ask, you don’t get. I know there’s obviously some like points that doesn’t always work and there’s occasions you can’t always ask.

But I really, really think you need to be in control of like your own destiny. And that’s spiritual, but I really think it is true. Like, you know, if you do want to be featured, please reach out to your account manager.

Please reach out to us. We can’t always do it and that’s not because we don’t think you’re good enough or anything like that.

It’s purely just resourcing and we’ve got needs that we need to do as well. So.

But like you said, there’ll be a time when we’re planning a campaign and we need 10 vendors across all different categories and someone pops into our inbox and ah, there’d be a perfect fit actually. And they’re a lovely vendor that lists of us and they want to grow, go and learn more. So of course. So definitely if you don’t ask, you don’t get.

Becca
00:37:34.470 – 00:38:08.310
Yeah, absolutely. I’m a big believer in that too.

Now, before I let you go, there’s one other thing that we definitely need to touch on when it comes to all of marketing right now, quite frankly in the marketing theme park and it’s happening on directories, it’s happening in inboxes, it’s happening on social media.

And you’re gonna know where I’m going with this because it’s ghosting because we’re seeing it so often and I know that this is probably plagues you the most posts as well as it does me in that, you know, vendors get really excited when they get people inquiring with them and they go back to them and then nothing.

Chloe
00:38:08.390 – 00:38:08.870
Nothing.

Becca
00:38:08.870 – 00:38:14.070
Yeah, I’d love to know as well from your perspective as a couple, why do you think this happens?

Chloe
00:38:14.310 – 00:39:02.460
It’s hard. It is really hard because I, I think because I know how upsetting it is for vendors to be ghosted.

When I was contacting vendors myself, I really, really tried to make sure I always close, close that loop. But I would say there was a camp for where I just, I couldn’t and I whether that got lost in my inbox.

Then I was on to like life just got busy and work and everything else on top that then it goes a week and you’re like, oh no, I didn’t post a loop with that vendor. And then another day goes and then it accidentally happens.

So I think definitely don’t be too disheartened because it’s the same with us on the marketing side when I may be looking to work with an influencer, where I’m contacting them and I’m all excited or they’ve said they’re going to do something with me and they’re then it’s like they just then don’t respond and I’m like, oh, what went wrong?

Becca
00:39:02.940 – 00:39:03.820
What went wrong?

Chloe
00:39:03.820 – 00:41:35.990
But it is just that we are living in such a busy mindset all the time and I feel like my brain, I’m not sure even my brain sometimes because I’ve got 100 tabs open and sometimes I just have to close all tabs at once and then you forget where you missed off. So I definitely think though with that to try and avoid being ghosted.

The more information I think that you can provide in your listing, like we touched on before will avoid that because if you don’t have any information at all and on platforms like kits, you can see like a price point so people can get a rough idea. But if you. Again, I keep saying this flash photography because it’s on my mind recently.

But if you don’t have that on there and someone is looking for it or you don’t offer it and you know, then you contact them, then they send you the brochure and it’s got nothing on it, they’re just going to jump off.

Or if the information that’s in the listing isn’t accurate, if it’s something, oh yeah, we just haven’t updated our list and these are our new packages. Again, people aren’t going to potentially reply because they’ve seen the information, they’ve got what they need and that’s it.

But what I would also say is don’t just send a brochure, don’t just, you know, here’s the information and then leave up for the couple. You need to be proactive, make sure you’re speaking to them. Should we jump on a call and discuss this? Like here are the some five key points.

But let’s go. We can jump this on a call. You can ask me any questions on a call. That way it’d be easier for me to answer.

I done that when I was planning my wedding.

Someone I reached out to, they said why don’t we just get on a quick call instead and that way you can ask me all your questions at once and then you can go away and think about it. And I did it because I had so many questions that I had like my notebook and I was like, right.

And it was just quicker I got the information I needed then I didn’t have to do research. And like I said, where my brain, everything is so busy at the, the moment.

I got that information nice and quickly, got all what I needed and then there was times I didn’t always proceed and I did then follow up and then that’s when you do more want to follow up because they spent time on a call with you. I would feel awful if I go to them then. But I think you’re building that relationship. Then they’re I like this person.

Rather than just someone sending me a brochure, I get what I need quickly and then I can potentially move on. So as much as I think broken brochures and different documents and things, you’ve got are really useful. Go above and beyond, stand out.

When they’re contacting five different makeup artists and you want to stand out, do that one that goes above and beyond. Because if I would think, well, if they’re going above and beyond now, think what an amazing service they probably provide for my wedding.

Becca
00:41:36.070 – 00:42:11.590
Yeah.

And I think as well, sometimes couples, I think they get over excited and they inquire, inquire, inquire, inquire, inquire with all these different people and then they don’t realize how overwhelming it’s going be to to be for them when every single one of them replies at once.

And I know in my personal life when I inquire with a number of things, often it is the first one that comes back or the one that captures my attention or asks me the interesting question or drops into my inbox while I’m still on my phone that I end up going with because otherwise I haven’t got time to sift through all 50 million of the other things after a while. So I do think that conversational, chatty, standing out, getting back to them quickly,.

Chloe
00:42:11.590 – 00:42:53.860
All of that stuff definitely standing out. And I think it is unlike. I know emails can feel so overwhelming. So that’s why sometimes it is easy.

And I try to keep all of my communications in my Hitch app just because my inbox in general is crazy.

So I think it is easier sometimes to keep that communication all in one place or having a fold if you do prefer email, you know, having a folder but just having it somewhere in one place that you can access much quicker on the go.

You know, if a reply comes through, it goes to one place only rather than it feeling like, like you said, whatever the first one I see come through first, I’m just going to action rather than feeling like that. At least you can see it all more in one place.

Becca
00:42:53.940 – 00:43:08.740
In one place. That’s brilliant. Thank you so much, Chloe. You’ve answered so many of my questions so well and hopefully given some really good insight.

I’d love to know. You talked about what’s going on in Hitch, you talked about your reports, what’s coming up next for Hitch?

Have you got any big plans for the rest of this year?

Chloe
00:43:08.980 – 00:44:26.550
Yeah, definitely. So this is going to be a very exciting year for Hitch.

I feel like that we’ve got a lot of different things in the pipeline and I think on the marketing side, we are just growing bigger and bigger, trying to reach as more like I mentioned earlier, we had more couples than ever sign up in January just gone. So we have now a new audience of couples of a whole new planning cycle, a new journey. We’ve just launched our winner. We’re not launched, sorry.

We’ve just ran our winner wedding campaign which we do so fourth year now and the winner selection actually takes place today. So that’s very exciting. But we have a few more campaigns in the pipeline.

We always do our trend report every year where we go deep in the data, look at what’s trending. But for that this year we want to go bigger and better with that. We want to just really expand. We can do there.

And again, these are all vendor opportunities, so please do definitely get in contact. But also innovation this year, I would say this year and next year definitely watch this space. They’re really trying to.

Trying to go and evolve what we’re currently offering and making sure that we are just growing. That’s all I could. That’s all I’m going to say for now. But just keep an eye. Watch this space.

We’re definitely focusing on how we can evolve and innovate and that’s a big focus for us this year.

Becca
00:44:26.550 – 00:44:51.730
I love that.

And especially with technology and AI and everything evolving all of the time, it’s important to hear that you guys are trying to keep up and seeing what you have to offer. So it’ll be interesting to see what definitely in the future. And good luck with your winner wedding competition winner.

I used to work in radio, Chloe, back in the day I used to work in radio and I would ring a competition winner to tell them you’ve won something and they wouldn’t believe me. They think it was a spam call.

Chloe
00:44:53.410 – 00:45:16.510
Yes, it does. I remember a couple of years ago and I had to make the call, I had to like send them and I fully get it, I do get.

But I had to send them so much information just to prove I was like on a FaceTime with them. I was like, I am real. But I do understand there’s a lot of spam and AI at the moment where it does make it hard to trust.

But no, he’s always a very exciting day in our hitch world.

Becca
00:45:16.830 – 00:45:29.710
Oh, I love it. Well, I look forward to hearing more about that.

Chloe, if people want to find out more about you, about hitched, about getting involved or about how to reach out to their account managers, where are the best places for them to go And I’ll put them in the show notes definitely.

Chloe
00:45:29.870 – 00:45:50.660
So obviously, like we’ve mentioned, reach out to your account managers. If you haven’t got an account manager, you can reach out to us online.

You can go to hitch.co.uk and there’s a whole section for vendors to find out more and more inquire.

Or if you want to contact anyone in marketing, your best bet is probably to go to our Instagram page and contact us via a DM and either myself or someone will be passed through to.

Becca
00:45:50.900 – 00:46:01.540
Fantastic. Now Chloe, I always end my podcast with the same question, so I’m going to pose that to you and it’s this.

What’s one thing you personally wish you’d known sooner in business?

Chloe
00:46:02.020 – 00:47:02.720
One thing I think I would have known sooner, I think it is that how fast paced marketing and business really is. I think I’ve always known that, but I would say definitely in the last like 10 years.

I’ve been working in marketing for over 12 years, but last 5 years probably since I’ve came out hit really.

But things move fast, trends move fast and sometimes it’s very easy to jump on a trend and get really caught up in trying to adapt your business to hit these this trend. But then the trend moves on and something else comes along.

So I think something I wish I had known sooner is when everything feels like it is so fast paced and everything is moving, try not to lose that picture of where you want to go, your direction, your business goals. Jump on trends that are necessary because of course they definitely help boost business and marketing.

But I think having that clear direction of where you want to go and try not to let too much outside noise get in the way, that’s really great advice.

Becca
00:47:02.720 – 00:47:07.560
Chloe, thank you so much for giving us some of your time today. It’s been a pleasure chatting to you.

Chloe
00:47:07.560 – 00:47:10.600
No, thank you for having me. I really enjoyed it. Thank you.

Becca
00:47:11.000 – 00:47:33.590
Such an interesting conversation with Chloe at Hitch.

I think it’s really important that we hear from some of these big players in our markets, understand what they’re doing, what’s going on out there and how you can benefit from them. If you do have a directory listing, as I always say, if you’re not sure if it’s working for you, don’t just sit back and moan about it.

Work out why and go and speak to your account manager. And it sounds like the team at Hitched are more than happy to to talk to you. I’ll see you all next time.