Spring and Summer are traditionally the busiest times of year for wedding stationers and it can feel like an uphill battle engaging with clients, designing, assembling, and still making time for marketing efforts that will grow your business for the future.
And while you might be up to your ears in envelopes and silk ribbons, I have good news – all those pretty messes are marketing gold! Taking your audience behind the scenes is an incredibly effective strategy that can be easily built into your daily work routine.
What make Behind the Scenes so effective?
Simply put, people buy from people they know, like, and trust. Showing up on Instagram with a behind-the-scenes peek of your process gives your audience a glimpse into your world and what it might be like to work with you. It helps them understand a little bit better the unique value you bring and why working with you is going to be a different price point than ordering from an online retailer. And best of all? It helps establish you as an expert in their eyes. They have literally seen you do the thing and will feel that much more comfortable trusting that you can bring their vision to life.
So what are some ways you can incorporate Behind the Scenes into your Social Media?
Instagram Stories & Reels
Instagram stories and reels are ideal for those messy scenes you want to share but don’t want to live forever on your feed.
- Share your design process – how to go from sketch to computer, you painting or lettering, the moodboard you sent to a client, how a design gets turned into a letterpress plate, or how you digitize your calligraphy are all fascinating to non-stationers
- Show assembly – hand tearing paper, making wax seals, stuffing envelopes are all great content that shows your attention to detail
- This or That – give your audience a chance to weigh in on what they would choose for a design (this doesn’t mean you have to go with the winner, but it’s fun for your audience to see various envelope colors, type, or liners that could be chosen for a specific suite) Then give a reveal with the final product!
Incorporating more of your stationery production behind-the-scenes is not only an easy marketing strategy that is perfectly suited for your busiest times of year, but bring an extra element of excitement, exclusivity, and vulnerability to your brand that audiences are craving.
Which behind-the-scenes are you going to try?