It’s been a(nother) strange year—lower enquiries, ghosting galore, and couples planning last minute. You might be wondering what on earth to do next, second-guessing your marketing, or even feeling tempted to discount your hire fees to draw more people in. But the truth is, what you really need to do (instead of going cheap) is to go deep.
You need to make your ideal clients care—to feel something, and make them want what only you can offer. Basically, you have to matter to them and in a market as chocker as weddings, that’s no easy feat. The key, though, is how you show up—not just as another venue but as the one!
So, how do you do that? Well, I’ve got a few ideas. After a decade in the wedding industry—managing a venue, marketing many, and writing copy for even more—I’ve narrowed it down to a few fundamentals to help you along the way.
It’s not enough to press publish on a DIY website and post your lunch on Instagram Stories. It’s not about doing more or marketing harder. It’s not even about gathering more followers, more likes, more views, or how many posts you churn out every week. Because real marketing magic doesn’t come from random vanity metrics. It comes from impact. How do you make people feel? Where, how, and why are you connecting with them (or not)?
You can follow every “hack” and trick under the sun, but unless you’ve built a brand from the ground up, it’s not going to stick.
Here’s how you start:
- Get clear on your values: What does your venue stand for? What’s the vibe you’re putting out into the world?
- When it comes to defining your ideal client, consider who you actually want to work with? What are their hopes, dreams, and “I’ll-know-it-when-I-see-it” desires?
- Understanding the competition is crucial—who else is out there, and how are you different from them?
- Refine your tone of voice and make sure you’re speaking in a way that’s unmistakably you.
- Consistency builds trust. Whether it’s Instagram captions, blog posts, or even enquiry emails—show up the same way every time.
Your message should make your audience feel seen—like you’re speaking directly to them. It should call them out, draw them in, and make them think; this is exactly what I’ve been looking for. Your words should connect with your audience SO deeply that they can’t help but want more.
Another way of thinking about it: Your stunning images will pull them in, but your words are what seal the deal. Folks, I hate to be the one to say it, but “Your day, your way” just won’t cut it in 2025 (well, it didn’t in 2023 or 2024, for that matter!). People connect with authenticity. They want to feel like you understand them, not like you’re just shouting into the void. Great messaging stops the scroll, makes someone pause, and compels them to click “Request a Viewing.” Without it, even the most stunning imagery will fall flat.
However, if you’re not really sure what “brand messaging” is, I wrote a blog for members on the subject; go ahead and give it a read!
Now, that’s not to say your visuals don’t matter—of course they do. But mindlessly throwing together different fonts and colours every other day just isn’t going to make you stand out. If you want to start with the basics, pick your colour palette, choose two fonts, and commit to them. If you’ve spent the money on a good website design, keep that brand guide close and stick to it. The goal is to make your visuals look effortlessly cohesive—the kind of polished, curated look that says, “We know exactly who we are, and you’re going to love it.” The main aim here is refinement, intention, and consistency—NOT confusion.
Your Unique Selling Proposition—the thing that makes you different from every other venue in the market—should be shouted from the rooftops. It’s what makes your venue your venue. It could be your gorgeous ceremony setting, your unmatched catering, your personal story, or even the personality of your team.
Whatever it is, you must embrace it fully, make it a core part of your brand, and talk about it constantly. Because if you’re not telling people what makes you unique, no one else will do it for you. Ouch—sorry!
People LOVE validation. Don’t tell me you’re not going to look up that cool new restaurant you fancy trying at the weekend or the hot new nail salon you’ve seen on Instagram. Couples are precisely the same. They want to know they’re making the right choice, so they’re going to be looking for reviews, checking out your social media, and looking at what others have to say about you.
Therefore, go out and gather those glowing Google reviews, share your testimonials on social and third-party listings, and make sure your website’s best reviews are front and centre. The more proof you can give people that you’re worth their precious time and energy, the better.
Speaking of websites—it’s your digital front door, and first impressions are everything. Did you know it only takes a mere split-second for someone to judge your site? I KNOW! Here’s how to make sure it’s a good one:
- Your website should be modern and visually appealing. If it feels dated compared to your competitors, it might be time for a refresh!
- Don’t ignore SEO. Make sure your venue can be found easily—especially by those higher-budget clients! Remember, most luxury wedding couples will find at least one of their potential venues online.
- Select the right images and don’t just choose your favourite ones—think strategically. Show what your audience wants to see, and make sure the images work well together. Emma wrote a fab piece on this subject, and I think it will help a lot!
- People don’t want to work hard to find information, so ensure your site is easy to navigate and avoid overwhelming them with endless drop-downs or twenty different pages. Again, this article might help if you fancy some further reading!
- Regularly update your blog, gallery, and even minor text changes to show people you’re active, in-demand, and at the top of your game
- Nail your messaging! On your website, your brand’s story and values are just as important—if not more—than how pretty your pictures are.
Soon, Millennials won’t be the majority of your clients. Gen Z is fast approaching, and they buy differently. They want transparency, they value connection and experiences, and they only buy into businesses and brands that do what they say they’re going to do. They’ll likely reach out to multiple venues and ghost if they don’t get what they need, so staying on top of communication and being transparent is key.
And remember, the “Engagement season” around Christmas and New Year isn’t the only time to market anymore. Gen Z’s planning habits are shifting, and your marketing needs to shift with them—show up consistently all year round, not just during the peak times.
Differentiating your wedding venue in today’s crowded market requires something more—a brand that people feel connected to, messaging that resonates, and a voice that’s unmistakably yours. If you’re tired of blending in, I can help transform your venue into the one that makes people stand up and genuinely take notice!