My Wedding Marketing Routine: THE 5 Pillars That Keep ME Thriving
When you run a wedding business, marketing and promoting your business and constantly being on the hook to bring in new clients and leads can feel like just one more thing you should be doing but never quite have the time, energy, or clarity for. You’re already juggling weddings, clients, design work, timelines, emails, meetings, and about a hundred to-dos that don’t involve getting new leads. So when someone says, “You need to post more,” or “You should be on TikTok,” or “Just blog once a week,” or “You really need an email list,” it can feel like a cruel joke.
Struggling to stay consistent and effective with your wedding business marketing? Learn my five essential marketing pillars that help wedding pros, like wedding planners, photographers, and bridal shops, florists get better leads, more visibility, and long-term results without burnout: long-term strategy, repurposed content, clear messaging, consistent action, and intentional planning. Build a sustainable marketing routine that actually works, even when you're busy with weddings.
Photo Credit: Garrett Richardson Photography
Most wedding professionals I work with think that marketing their business means either spending all their time chasing social media trends or hiring a full-time (read: super expensive) marketing person. It feels overwhelming, unrealistic, and impossible. But after 20 years in the wedding industry, first at The Garter Girl, Let’s Get Rehearsed, and now at Garter Girl Creative, I can tell you this: Thriving in your wedding business does not require you to become a marketing machine. You just need a sustainable, strategic approach that feels good to you and your business.
Here’s the marketing routine I follow and teach. These five pillars are how my clients from florists to wedding planners to videographers to DJs to rental companies get better leads, more inquiries from engaged couples, and more time back in their lives.
It’s not about doing everything. It’s about doing the right things, and doing them with purpose.
My five wedding business marketing pillars are clear, strategic, and grounded in the reality of what wedding pros actually need, especially when you’re overwhelmed and unsure where to focus their limited time and energy. The balance of long-term thinking, clarity, efficiency, consistency, and intentionality is exactly what makes this marketing approach so effective and sustainable.
1: sustainability: I Invest in the Long Term
One of the biggest mindset shifts you can make in your wedding business marketing is realizing that marketing is not a one-time launch. It’s a long game. I don’t chase trends or burn out on the latest “quick win.” Instead, I focus on showing up consistently and building content that keeps working for me long after I hit publish.
My website is my home base. It’s the only piece of real estate on the Internet that I actually own. Everything starts there. Blog posts, tips, guides, real wedding features, service info, FAQs, if it helps an engaged couple find my business or trust me as a personal, it lives on my website first.
From there, I promote outward to platforms like Pinterest, Instagram, or email. But the strategy always starts with content that’s helpful no matter when someone finds it.
This is how I build long-term visibility and trust with engaged couples. It’s also how I create content that works for search engines like Google and A.I. tools like ChatGPT. If your marketing always starts from Instagram, you’re building on rented land. Meta could take the rules at anytime and you don’t “own” those likes and comments, and you have no way of taking that engagement with you off of that platform. But, if your marketing starts from your own website, you’re building brand equity in your business.
2: efficiency: I Don’t Create Content for Just One Platform
Like most wedding pros, I don’t have hours of free time every day to sit down and “do marketing.” That’s why I’ve built a system where every piece of content I create can be repurposed and reused across multiple platforms. When I write a blog post, that post becomes Instagram captions, Pinterest pins, story prompts, email content, and even material for coaching sessions.
I create content with efficiency in mind, because marketing should support your business—not take it over. You don’t need to be everywhere. You just need to make the most of what you already have.
When you focus on repurposing and reusing, your marketing becomes more effective and more sustainable. That one blog post you wrote about “What to Include in Your Wedding Invitation Suite” can live on your website, go out in an email, get pinned a dozen different ways, and answer questions that couples type into Google or AI. You get more visibility with less work.
3. Clarity: I’m Super Clear and Super Helpful
The best wedding marketing doesn’t just look pretty. It solves problems. I create content with my future clients in mind. I think about what’s confusing them, what they’re Googling at 11 PM, and what would make them say, “This wedding gets us.” I create content that makes my ideal client feel seen and validated in their confusion and overwhelm.
Whether you’re a wedding planner or a stationer or a floral designer, your job in marketing is to make things clearer for your future clients, not more complicated. Like Donald Miller says in th book StoryBrand, “If you confuse, you lose.” That’s true for marketing to your clients, and it’s true for Google and AI too.
Helpful, valuable, clear content is what gets found in search engines and builds trust. I make sure my readers always know exactly what I do, who I help, and how they can work with me. No vague phrases, no trendy buzzwords, just real talk that helps them solve real problems. That’s what builds a brand that lasts.
For more on this, be sure to check out my post on how to beat the algorithm and get your content see in search engines, and my post on the 10 most common words and phrases that wedding pros need to stop using.
4. reliability: I’m Consistent
Here’s the truth no one wants to hear: You can’t do wedding marketing in fits and starts. One epic marketing weekend every six months is not going to move the needle. Consistency is everything.
But consistency doesn’t have to mean daily posts or weekly emails if that’s not realistic for you. It just has to mean showing up regularly in a way that feels doable. If that means you blog once a month, great. If it means you post to Pinterest twice a week, also great. The key is to keep going more often than not, especially when you’re busy with weddings.
Marketing consistency builds trust with engaged couples and with search engines. It tells people, “Hey, I’m still here. I’m still serving clients. I still care.” It doesn’t mean you never take a break. It just means that over the long term, you’re more consistent than not. That’s where the magic happens.
For more, check this out on how to be consistent in your wedding business marketing.
5. purposeful: I’m Very Intentional
Every piece of marketing I create has a purpose. I don’t just jump into a new platform or campaign because someone (your biggest competitor!) else is doing it. I set clear goals before I invest my time or energy. What do I want this blog post to do? Who is this Instagram caption for? What’s the outcome I’m working toward?
This intentionality saves me from wasting time chasing shiny objects. It also gives me the confidence to ignore trends that don’t serve my audience. Just because another wedding professional is going viral on TikTok doesn’t mean I need to drop everything and start dancing. I do what works for my clients and my business.
When you’re intentional, your marketing becomes more powerful and less stressful. You’re not trying to do everything. You’re focused on doing the right things for the right reasons. That’s where results come from.
What to Stop Doing and What to Start Focusing On
If your wedding business marketing whether you’re a bridal show, rental company, stationery designer or wedding planner, feels chaotic, exhausting, or nonexistent, here’s what I want you to stop: Stop chasing trends, stop trying to do everything at once, and stop waiting for the “perfect” time to start. You don’t need to be perfect. You just need to be present.
Start by choosing one of these pillars, maybe the one that feels easiest or most realistic for where you are right now. Build that habit. Then add another. You can do this. You don’t have to overhaul your entire business overnight. You just need a clear, sustainable system that works for you.
Recap: my 5 Pillars of a Strong Wedding Marketing Routine
The best way to get more wedding leads and better inquiries for your business in the wedding industry, such as a videographer, DJ, wedding photographer and more, isn’t by doing more. It’s by doing the right things, the right way. My wedding marketing routine is built on five simple but powerful pillars: investing in the long term, repurposing content across platforms, being super clear and helpful, staying consistent, and being intentional.
If you focus on these five things, you’ll create marketing that actually works, without burning out or becoming a full-time content creator. You’ll get better leads from engaged couples who trust you, value your work, and are excited to book you.
FAQs
What’s the best platform to start with for wedding marketing?
Start with your website. It’s the only platform you own and the best place to build long-term visibility and trust. Once you get good and consistent at creating content for your website, you can look at growing from there and adding more platforms.
How often should I post new content?
Whatever consistency looks like for you. Weekly, monthly, even quarterly, just pick a rhythm you can stick to more often than not. It’s more important that you keep up with the habit than post a ton at once and burn out.
Is blogging still worth it for wedding professionals?
Absolutely. Blogging helps with SEO, Pinterest visibility, and builds authority with engaged couples. Website content helps them do their research online. It also helps with Google and A.I. search engine visibility ensuring that your business shows up at the top of their results.
Do I need to be on every social media platform?
No. Choose platforms to market your wedding business that serve your goals and where your ideal clients of engaged couples and those planning a wedding are already spending time.
How do I know what kind of content to create for my wedding business?
Start by answering the most common questions your clients ask before they hire you. Think about what confuses them, what they’re searching for online, and what would make them trust you faster. Remember, you’re the expert, you have tons of information in your brain that would be so helpful to them.
What if I don’t have time to blog or create content regularly?
Focus on one high-impact piece of marketing content at a time. A single well-written blog post can be repurposed across email, Instagram, Pinterest, and more, and gives you maximum reach with minimal effort.
Do I need to hire a marketing expert to make this work?
Nope. With a clear strategy and some consistency, most wedding pros can market effectively on their own. The key is to have a system that’s sustainable for you, not to mimic what everyone else is doing.
Ready to Build a Lead Pipeline That Actually Works?
If you want to learn how to use Pinterest to drive traffic and leads to your website with a clear and consistent strategy, check out my course The Pin Pipeline. It’s packed with step-by-step guidance, no fluff, and it’s designed specifically for wedding pros who want better marketing and more time back.