How to use tech to market and advertise your wedding business online

In an era where love stories unfold in the digital realm, wedding businesses must align their sales and marketing strategies with the tech preferences of today’s couples. We explore the role that tech plays to sell your wedding business online.

With insights from the Easy Weddings 2024 Australia Wedding Industry Report, we uncover technology trends within the industry, and how wedding businesses can leverage tech in their business to reach where the couples are. From AI-assisted planning to virtual venue tours and Pinterest-perfect inspiration boards, tech is becoming woven into the love story.

For wedding businesses, that means the most romantic thing you can do is meet couples where they’re already planning: Online.

Tech is the start of love stories

Tech has replaced Cupid as the primary matchmaker for Gen Z and Millennials, signalling a departure from traditional meeting avenues. Online dating apps like Tinder and Bumble are now the #1 way engaged and newly married couples meet, responsible for almost a third (28%) of Australian engagements, according to the 2024 Australian Wedding Industry Report.

Popularity has been trending upwards in recent years, taking a significant leap since 2020. If couples are meeting online, than they are most certainly planning their future there as well.

Just as couples are utilising tech to spark romance, wedding suppliers must adapt their marketing approaches to appeal to the tech-centric nature of today’s couples.

Trends and changing the way Gen Z and Millennials communicate

Understanding the communication preferences of our tech-savvy target market is paramount for wedding suppliers. A resounding 4 in 5 couples (81%) prefer to communicate with suppliers via email and message, the Easy Weddings report found, overtaking phone calls by miles. Having email templates ready to go can save you time and avoid delaying your response – which could be the difference in securing the booking.

Despite these overwhelming stats, wedding suppliers will have the best chance of converting enquiries by communicating with couples in the same way they contacted you. While instant messaging should be prioritised in your communication strategies, we recommend a multi-channel approach. Secondary touchpoints can help convert leads when following up on previous communications.

Our WedXM app and messaging service has been upgraded to suit this generation of couples. Find out more.

Make your online presence a love story

Your website and storefront isn’t just a digital brochure, it’s a first impression. Think of it as a handshake or proposal. Modern couples want to feel an emotional connection the moment they land on your business page. Use the tools at hand: storytelling visuals, video tours, testimonials, and reviews. These paint a picture of the experience you offer.

Bonus points for interactive elements look mood board builders or availability calendars that let couples dream and plan in real time.

Pro tip: Your homepage and storefront is kind of like a dating profile. Be authentic, show personality, make it easy for couples to swipe right (or say ‘yes!’).

Embrace social media (it’s the new word-of-mouth)

Tech-savvy couples have become fluent in Instagram Reels, TikTok trends, and Pinterest aesthetics. Their algorithm is putting wedding businesses in front of the wedding planning couples every day, just through their mindless scrolling. These platforms have grown from much more than just time-wasting when they should be doing something else – they’re incredibly powerful for discovery and decision-making.

Master algorithm-favoured content and you’ll find yourself in front of more couples than ever before. Share short-form videos of behind-the-scenes moments, client transformations, and styled shoots. Engage your audience with polls and Q&As.

Pro tip: Think less ‘perfect post’ and focus on authentic connection. Gen Z’s and Millennials are fluent in Internet and they can spot a faker from a mile away. People want to see the good, the bad, and the in-between. Real emotion always outperforms staged perfection.

Virtual tours and tools

Virtual venue tours, digital consultations, and online booking systems are quickly shifting from “nice-to-haves” into a crucial part of the experience. As more couples are both busy working or perhaps they’re planning a destination wedding.

Tech-comfortable couples appreciate the convenience, and they see it as a reflection of professionalism and staying up to date with trends. A couple who can explore your offerings, book a call, sign a contract, schedule a meeting, from the comfort on their couch is more likely to convert.

Pro tip: Incorporate automation that feels personal. An email that says “we can’t wait to meet you” goes a long way.

Data deepens connection

Behind every click, like, and enquiry is a valuable insight that you can use. Start tracking where your traffic comes from, where your visitors are from, which content performs best, and what questions couples ask most often. Use that data! Fine-tune your messaging and tailor your services accordingly When you show couples you get them – their style, values, priorities – you become so much more than a vendor.

Pro tip: Let your analytics tools guide your intuition, but still use your knowledge from your experience.

Talk tech to them

To remain competitive in the digital era, wedding businesses have benefitted from adopting tech communication tools. The pandemic has shown us the value of virtual meeting tools like Zoom, but businesses are also integrating video messages and meeting schedulers like Calendly into their communications with couples.

Incorporating customer relationship management (CRM) software, automated email marketing, and instant messaging platforms enhances efficiency and responsiveness. These tools streamline communication workflows, allowing businesses to stay connected with couples in real time.

Celebrate tech as part of the love story

Here’s the shift for modern couples: using tech is not unromantic. It’s efficient, empower, and part of the shared journey. From designing their wedding website together to sending e-invites or crafting a joint Spotify playlist, digital tools help them collaborate.

In the digital age, the success of wedding businesses hinges on their ability to embrace and leverage technology. From meeting and communication preferences to marketing strategies and wedding planning tools, technology weaves a thread through every aspect of the modern wedding experience. By staying attuned to these technological shifts and adopting innovative approaches, wedding businesses can better market themselves and connect with tech-savvy couples, ensuring they are top of mind in the competitive industry.

If you aren’t yet online with Easy Weddings and would like to see how we can help increase your brand presence and help book more weddings, submit an online enquiry form here, and we can work together.