A Guide to Developing Your Ideal Client Persona

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How well do you know your ideal client? More importantly - are you reaching them effectively? Are they interpreting your wedding brand the way you intended?

Understanding your ‘ideal’ client ensures that your marketing approach is rooted in research and is positioned to help you attract qualified, promising business leads (the kind you look forward to working with most).

With the wedding season coming to a close and holiday engagements approaching, leverage the opportunity to reflect and reinforce your brand positioning and marketing strategy.

For example, say you’re are a wedding dress boutique owner in the suburbs of Connecticut. Your private shop has won a few local awards and has a strong referral base from many happy brides. You’re ready to take on a few new designers that you hope will draw in a new clientele with a more distinguished style. Getting back to your ‘ideal’ bride - who is she? Time to develop a layered persona of your ideal client.

Grab a notepad and get started. Begin with the basics but get beyond traditional demographics (age, location, economic status, job, etc…)

Think about her personal style and characteristics first, and her behavior second.

  • How would her friends describe her personality?
  • What does she wear on a weekday, running errands? Where is she shopping or what brands does she covet most?
  • How does she spend her weekends?
  • While planning her wedding, is she browsing wedding magazines or blogs? Which ones match her style?
  • What brands does she follow on Instagram?
  • Where is she vacationing?
  • What is she reading on the flight there?
  • What music is playing in her earbuds?

Then, determine what makes your business the perfect place for that bride based on her pain points. How can you fulfill her needs in a way that no other bridal boutique can? Is she working a 60-hour week and has limited time to spend on the weekends shopping? Does her budget pose a challenge? Is she having trouble identifying her unique style? Has she had a negative experience shopping thus far?

Take a look at that notepad you’re holding - it is full of valuable insight. Identify commonalities, connections and attributes between all your notes and begin to shape the persona of your ideal client. By creating that profile with specific attributes, behaviors and traits, you can identify any gaps in your marketing strategy and leverage opportunities to communicate with that ideal client more effectively.

The bridal shop owner found that “Marissa” is a 31 year old marketing director who lives in Connecticut with her fiance and dachshund. She reads two things every morning over green tea on her iPhone: The New York Times business section and a lifestyle newsletter covering current events and culture. She commutes to Manhattan in her Jeep (which also takes her to and from the Hamptons where her family has a summer cottage). Her workday ends with a Vinyasa yoga class in the city. She grabs a latte at a local shop that brews fair trade coffee before heading home for the evening, listening to Spotify's indie-rock lineup. She has always dreamed of a week in London spent getting lost in old bookstores and having afternoon tea. She has planned a wedding for 120 closest loved ones at a historic garden estate in upstate NY in June.

Being able to visualize “Marissa” at the core of her marketing efforts, this boutique owner can better position her brand to attract brides just like her who represent other qualified buyers.


This exercise is one many marketing professionals have encouraged clients to consider. Take time to deeply understand your ideal client from multiple viewpoints. You can also use these insights to influence the content you post on social media and the messaging on your website.

*This post was conceptualized by Samantha Spica, a valuable member of the In Good Company team

Our consulting service helps brands gain clarity on marketing objectives and establish a strong strategy for industry growth. Contact us if you are looking for that perfect partner.

Wedding Industry Marketing: A Beginner’s Guide to Google Analytics

wedding industry marketing: A guide to Google Analytics

Let’s be honest - diving into your marketing analytics probably isn’t at the top of your priority list as as a wedding professional or creative small business owner. Over the last few years, Google Analytics has garnered major hype for business large and small. Why? Data.

Interpreting data from Google Analytics can help reveal which marketing strategies are working for your business, and where there are opportunities to actually grow.

While there are layers of information you can access through Google Analytics, this starter guide is designed to give wedding professionals a quick guide to understanding website traffic and your audience, so you can improve your marketing strategy and secure new clients for future wedding seasons.

Website Traffic & Acquisition

One of the most impressive features of Google Analytics is a view of your website traffic from multiple perspectives. Google splits this info into multiple categories through your ‘Acquisition’ tab: Referral, Social Media, Organic, etc. By determining which method most of your traffic comes from, you can adapt your marketing strategies to ensure your efforts are focused appropriately.

For instance, if you notice most of your traffic is coming from organic search, that indicates your SEO is working well. Leverage your primary keywords even further by ensuring they remain prevalent throughout the pages on your website. Likewise, if Instagram is successfully driving new visitors to your website, make sure you are posting engaging content that continues to nurture that audience. Then, look at what channels may need a bit of attention and pivot accordingly. Building external referral links tends to be a challenge for many small business owners, which can be improved through online blog and media coverage that links back to your website, amongst other tactics.

Website Audience & Behavior

So, you know what channels are driving visitors to your website. Now, it’s time to understand who those visitors are how you can keep their attention. Google Analytics can act as a looking glass into where visitors come from, and what they are doing on your website once you’ve captured their attention. You’ll see how long people spend browsing, what pages are keeping them engaged and if they are completing the journey successfully as a new visitor to contact you. For instance, if your blog is ranking a bit lower on that totem pole than you’d like, build a manageable blog calendar to ensure you’re delivering a steady stream of fresh content. Or, see which of your services are resonating most with visitors by comparing one page to another. You can also see if users are new or returning which is a key indicator of how you are nurturing your existing network and attracting new visitors. Ask yourself throughout this process; is there a way to improve or streamline my website experience for a visitor?

Also, take a peek at where your visitors are coming from geographically through the ‘Audience’ tab. Understand which areas of the country or world your visitors come from - perhaps there is an opportunity to market your business to an entirely new demographic you hadn’t considered. For those wedding professionals that provide destination services, you can better understand where your next new client may be.

Pro Marketing Tip

While looking at data, it’s important to mark any sudden changes such as a spike or sudden fall in traffic so you can use successful campaigns to inspire future strategies, and avoid repeating tactics that didn’t work out well. Annotations allow you to take notes on Google Analytics pages so that in the future your data remains clear and informative [follow instructions here, from Search Engine Journal]. Say you launched a boosted Instagram post from a published wedding and saw tremendous traffic from that source in your Analytics, note it with an annotation. In the future, if you look back at your data you’ll be able to see immediately why and how you got this sudden increase, rather than searching through your editorial calendar or Instagram posts to try and pinpoint the source.

A bonus? Use Google Analytics’ newly launched ‘Intelligence’ feature to ask any question like ‘which states are most users coming from?’ and voilà - your answer appears without a deep search mission. It can also give you a snapshot of performance week over week & so much more!

To conclude, a simple view of your Google Analytics on a consistent basis can give you the insights you need to learn about your clients and prospects.

*This post was conceptualized by Samantha Spica, a valuable member of the In Good Company team

Need some personalized marketing help? Our custom consultation may be the perfect fit for your business - let's chat

Creating Engaging Copy for your Wedding & Lifestyle Brand

wedding public relations

With the pressure to maintain visual relevance in an age when Instagram has taken precedence, the importance we place on the written word can come secondary to a stunning photo.

But trust us - gaining the skills to write persuasive, thoughtful and inspiring copy is a worthy pursuit.

Oftentimes, small business owners are challenged by how to properly translate their brand’s vision and market differentiator through the words on their website, social media and press.

Working alongside clients to help them refine their own unique message, we’re here to share some of our advice to achieving captivating copy, so your brand is represented in the best light and you’re able to create meaningful business connections.

Identify your ideal client. Speak to one, attract many

Creating copy that engages and encourages growth for your end business starts with speaking to the client who you want to work with. Mentally creating a picture and list of characteristics of your ideal client is critical. For instance, the owner of a bridal boutique should understand the overall brand aesthetic of the shop, the designers and styles, and the ‘ideal’ bride who buys a gown. List out words and qualifying characteristics of who she is, where she shops for clothes, what she likes to do in her free time and what her wedding day vision may look like. How does she interact with others and carry herself day-to-day? Speak directly to her every time you write a caption for Instagram, or update your website language, or provide expert tips for an editorial story. Taking a personalized tone and approach to content will lead to more authentic connections with that bride, and others just like her.

Understand your competition + your key differentiator

Using the insights gained from an exploration of your ideal client, ask yourself this; If that client had to give a one sentence description of your company, what would you want him/her to say? What makes your brand relevant and undeniably unique from the sea of other wedding photographers, planning firms or specialty vendors?

Take time to draft written content around these core concepts that reflect your business, from your approach to client service to how you translate your craft into something unique for clients. Then, go back and refine the words you’re using to describe those elements. Try to stay approachable but also true to your brand and the ‘ideal’ client you want to attract.

After your first draft of an Instagram caption, blog post or media Q&A, read through it again and ask yourself;

  • Am I actively connecting to my ‘ideal’ client?
  • Are the virtues of my brand being communicated the way I want?
  • Are there areas to eliminate wordiness and refine messages to be more clear?

Once you’re confident with the flow and message, consider integrating SEO key terms that will help boost the visibility of that content, as appropriate. This is especially useful when adding new messaging to your website or through your blog.

Make it personal

Be sure to put yourself into your work. This sounds simple, but after all of the editing and proofreading it’s easy to get caught up in making your text sound ‘perfect’ rather than authentically your own. If you’re a wedding photographer with a beautiful shot of the couple’s first dance, use the caption to describe what the moment was like, being in their presence. Organic, meaningful copy will always trump anything too formal or canned. After all, you are your brand’s voice, so be deliberate with how you communicate and connect with your audience.

*This post was conceptualized by Samantha Spica, a valuable member of the In Good Company team


We’re writers by trade, so if you need a bit of help in this area, reach out and say hello. We would love to get to know you.

Finding the Right Wedding PR Firm For Your Business

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Perhaps you’ve been curious about how your competitors are landing such great media coverage in the magazines and blogs you read everyday. Or, maybe, you’re working on some great projects this wedding season, but are ready to attract a more distinguished clientele.

A strong public relations strategy can help you achieve your greater marketing goals and lead to new and exciting opportunities for growth.

Considering when the right time is to hire a publicist is equally as important as who you bring on board - both have a heavy impact on your success. We’re here to help you navigate that process by sharing some of our insights working with creative wedding professionals and lifestyle brands, to give you the tools needed to feel confident during your search for the perfect PR partner.

Partner up once your brand is at its best. PR should enhance your overall business strategy, rather than be used a mechanism for reinvention. Meaning, if you’re considering a rebrand or an expansion of your services, make sure it’s done before bringing on a PR partner. Understanding your story, what makes you distinctly unique from your competitors and how you contribute to the industry in a creative way is essential; it will provide the framework for a well-designed and informed PR strategy.

Understand the media landscape (even just a little). Familiarize yourself with the publications you envision your name and your work being published in. What types of Real Weddings are they sharing? How are industry experts highlighted in their content? What type of stories do you connect with? Especially in the wedding and lifestyle industry, mainstream blogs and magazines lead with a strong identity, supported by a community of readers who crave their content. Those readers may very well represent the clientele you’d like to work with. Thus, it’s important to have a sense of what publications you feel most inspired by - we call it a client’s ‘wish list.’ It’s what keeps us focused and guides our approach for each unique public relations program.

Know your goals and build your assets. Understand what your ultimate goals are and what a successful PR partnership looks like for you. Perhaps it’s to build awareness locally ahead of a launch or special event, or to increase your position as a national leader within the wedding industry, recognized for your creative vision and design capabilities. Appreciating the difference between the two approaches, and what type of coverage will benefit your bottom-line most.

Likewise, the most prosperous press campaigns are those that can sustain themselves, with a steady cadence of media and blog coverage. That’s only possible if you’re bringing a strong set of ‘newsworthy’ assets to the table (for instance, a strong and varied collection of wedding work, unique expertise and commentary on design trends, notable work / company projects that relate to the larger industry, etc…) Your PR partner will work with you to develop some of these elements as your engagement continues, but it’s always a great way to kick off a press push by having some content buttoned up and ready to offer the media.

Trust your PR partner and contribute to the pursuit of your goals. No one knows your business as intimately as you do. You’re the founder, the visionary, the backbone of your brand.

A great PR partner will enhance those virtues you’ve established and communicate them to the right people, bringing new opportunities for growth. Be open to fortifying a trustworthy relationship, built on constant communication and collaboration between your teams to discuss new developments, campaign ideas and initiatives.

Regardless of whether you’re working with a large agency with multiple team members or a small boutique firm with just a few consultants, your PR partner should be committed to adopting your mission and voice, acting as a natural extension of your brand. But managing inbound requests with ease, and providing useful marketing strategy is just the start. Your PR team should be proactively pitching your unique story and expertise on a regular basis, with customized angles for each editor at the outlets you’ve identified together as your key targets.

Eventually, you may come to think of your PR partner more like an internal team member, rather than an outsourced firm - the kind of relationship we strive for in our practice.

Interested in learning more about working with In Good Company Public Relations? Email us today

Wedding Industry Marketing: SEO Strategy

wedding marketing

You want to secure qualified client inquiries from couples who appreciate your vision, style and industry experience.

The answer? Marketing to brides with a layered approach; combining social media, press coverage and digital marketing.

This strategy ensures that your brand’s name will extend far beyond your immediate network of connections. One way to naturally strengthen your reach is to optimize your website. Implementing a few key SEO tactics will help your wedding brand rank competitively on Google, increase traffic to your website and generate qualified leads from the types of clients you want to attract.

Leverage Language: More words on your website certainly do not mean better. The key is to focus on quality. Be as detailed as possible in the headlines of your blog posts, image file names and website page content - including location, venue, industry keywords. Manipulate the search process a bit by using the key terms that are being searched for, and match that appropriately with the messaging you typically use to represent your brand. It’s also important to speak the language of your audience. For instance, if you’re a wedding photographer, avoid leading with too technical of a summary. While it may make perfect sense to an industry vendor, it may cause a potential client to lose attention.

Especially for wedding photographers who use their website as a digital portfolio, using Alternative text for your images is critical. The purpose of alternative text is to describe each photo in detail to search engines. This feature can be found in the HTML code of each image, and can be edited to a description that is more SEO friendly.

Rinse, wash + repeat. Over time, that steady cadence of rich keywords, highlighted throughout your website will push your rank number up higher, moving your website closer to the first page on a Google web search. Likewise, integrating more description into your social media posts and Instagram captions can attract new followers, encourage engagement and help further establish you as an expert.

Favorite tool: Google’s Keyword Planner - the beginning step to Google Adword campaigns, this will help you identify keywords related to those you already know you’d like to rank highly for, and other related key terms that may offer you the opportunity to rise above your competitors. Take a peek at a few of our other favorite small business marketing tools.

Give Love to Links: First, improve your anchor text (the words you highlight for a link).  by making that selected text more descriptive. Many of us would say “To learn more about our wedding planning services, click here to get in touch.” Try linking the first part of that call-to-action, instead. It’s not only a great way to improve SEO but also to keep visitors engaged and on your website, navigating from page to page with ease. Likewise, you can use descriptive links to link to your services page from within a blog post, when it’s appropriate and natural to do so. Helping your visitors along the acquisition channel may mean a few tiny adjustments to your website, but will be well worth the effort.


As with every marketing effort, it’s always great to pause and make time to analyze changes through Google Analytics. You’ll be able to see how receptive your website visitors are to these content changes and understand larger areas of opportunity to build and improve your SEO.

Interested in strengthening your small business marketing strategy? We can't wait to hear from you.