Wedding Officiants: Book More Gen Z Weddings With 3 Simple Tips

Modern Marketing Tips for Wedding Officiants: Why Gen Z Couples Aren’t Booking You and How to Fix It!

 

Calling all Millennial, Gen X and older wedding officiants! If you’re struggling to book weddings with Gen Z couples (around 18 - 28 years old), or you keep getting ghosted after a first consultation, here are 3 simple changes you can make today.

 

 

► Rather watch than read? Click below for the video version.

 

 

 

1. Make it easy for clients to reach you by email & text

 

Younger generations are not going to pick up the phone and call you – especially if it’s their first time talking to you. Call it phone-phobic if you must, but understand this: making it easy for clients to reach you by email or text will likely lead to more Gen Z bookings. 

 

 

Embrace email and texting to connect with younger clients. (Photo: StefaNikolic/ iStock)

 

 

If you’re not a fan of texting or email, here are a few ways to make this system sustainable: 

 

• Include your email address on your contact page, even if you use a contact form too

 

• Set up an auto-reply email to let clients know you’ve received their message, and when they can expect a response

 

• Include an optional inquiry form on your website, but limit it to 3-5 questions to start

 

Related: How to Start a Website for Your Wedding Officiant Business

 

• Use a business-only phone number for texting with clients (a free VoIP like Google Voice works well, or consider a second phone line), to limit overwhelm during off-hours

 

• Avoid one-word texts, excess use of emojis, aggressive punctuation, back-to-back messages, and overly-long messages that look like a wall of text; keep the tone conversational and professional, warm but brief, and suggest a phone call or email for follow-up exchanges that require nuance or detail

 

• Respond to clients using the same communication channel they reached out with – such as email, text, or phone call – at least for the first contact; this shows you respect their preferences

 

Related: AMM's Professional Wedding Officiant Certification

 

 

Younger clients use social media as a search engine, mood board, and planning assistant, as well as for wedding inspiration, shopping, vendor research, communication, and more. A strong social media presence is essential if you want to reach them - but you don't have to know the latest trends or dances to get results. Keep reading for advice on how to get started. (Photo: staticnak1983 / iStock)

 

 

2. Develop & maintain a strong social media presence 

 

If you want to book more Gen Z weddings, you’ve got to go where the clients are. Younger clients use social media as a search engine, mood board, planning tool, and communication channel, which means if you aren’t active online, they won’t find you. Maintaining a strong presence on Instagram and TikTok is essential – and a Pinterest account filled with wedding-related inspiration that’s tailored to your niche won’t hurt either.

 

If you’re reluctant to post selfies online, or loathe the idea of spending more time on social media than you already do, don’t despair. Here are a few ways to make this necessary part of digital marketing more palatable: 

 

• Use a social media scheduler to upload and schedule multiple posts at once ahead of time; some scheduling tools have generous free plans, while others require a monthly paid subscription

 

• If photos of yourself aren't your jam, balance one or two photos with voiceovers, behind the scenes content (getting ready for weddings, arriving at venues, etc), and testimonials or reviews from couples you've worked with

 

Related: TikTok Made Me Propose: An Algorithm-Manifested Marriage Engagement?

 

• Film and photograph multiple days  worth of content at one time; if possible, block out an hour or two each week to gather and create visuals all at once, instead of cluttering up multiple days a week with small projects

 

• Make your presence personal and build trust with potential clients by including photos of yourself, including a mix of professional headshots, candid selfies, and photos with other clients you’ve helped at real weddings

 

 

 Friendly marketing headshots, selfies with newlyweds, behind the scenes photos, and photos from real weddings you've worked, will all add a personal touch to your social media - helping potential couples connect with you. (Photo: ilbusca / iStock)

 

 

• Be part of the conversation by following, liking, sharing, and commenting on the types of posts your ideal wedding clients are seeing; like the folks with Alan Berg’s team will tell you,  this shows you’re part of the community and builds trust in your personal brand

 

• Limit the risk of doxxing by limiting the types of identifying information on your public-facing pages, such as your full birth date, personal phone number, address, license plate number, and easily-identified landmarks close to your home. You might even use a professional alias if you wish! 

 

• Set time limits for reviewing direct messages, posting new content, and scrolling social media

 

• Turn off non-essential notifications, and separate your personal and professional social media accounts

 

• Consider using a separate work phone or browser to scroll and post

 

• Respond to messages and inquires quickly, politely, and professionally – responding within one hour is best (even an auto-reply message is a great start), and never longer than 24 hours

 

Related: Which AMM Minister Ordination Package or Training Course is Best for You?

 

 

Whenever possible, use photos and testimonials from previous clients who fit the demongraphic you're trying to reach. New couples scrolling your page will see couples 'just like them' and feel more comfortable reaching out to you. (Photo: FOTOGRAFIA INC. / iStock)

 

 

3. Include your pricing on your website

 

Transparent pricing is essential if you want to officiate more weddings for Gen Z clients! Younger generations are always on the lookout for hidden costs and surprise fees, and rightfully so. If you don’t include set rates or a price range for your services on your website, it’s likely that many younger clients will just click away to the next vendor. 

Related: Going Pro: How Much Should I Charge as a Wedding Officiant?
 

If you offer a range of services, or your pricing depends heavily on the amount of customization a client wants, consider language like “starting at $X”, or “my rates range from $X for a simple signing to $Y for a custom ceremony designed just for you.” 

 

Transparent pricing also shows why you charge what you do, and helps to show clients your true value and skill. If you charge extra for bringing wedding witnesses, travel, or rehearsals, you might want to include these fees as well to avoid surprises. 

 

Related: Pro Wedding Officiants Give Advice on What to Charge & When to Raise Your Rates

 

 

What do you think? Which tip will you try first? 

 

Implementing even one of these simple strategies can help you reach more Gen Z couples and book more weddings. And remember - this advice isn't a to-do list, it's a framework for success. For the best results, adapt it to your personality, your schedule, and the clients you want to reach.

 

Enjoy the journey, and happy wedding season! 
 

 

(Photo: teksomolika/ iStock)

 

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Want indepth wedding officiant training with business-savvy tips like these? We've got a course for that!

 

Elevate by Bethel's Business of Officiating Course

 

Wedding officiants: Learn how to exceed client expectations from the moment they contact you, and create an incredible customer experience that leads to consistent referrals and great reviews. This course will provide you with the skills needed to market and sell your services in an increasingly-competitive wedding industry. 

 

If you want to have a successful Officiant business that grows with you year after year, you need to deliver a rave-worthy wedding ceremony AND a rave-worthy customer journey, every time.  Give yourself the tools you need to thrive with Business to Officiating, a unique online training course taught by industry-leader and business coach, Bethel Nathan of Elevate by Bethel.

|* custom-button, "https://courses.theamm.org/elevate-by-bethels-business-of-officiating-course/", "READ MORE ABOUT THE COURSE & ENROLL" *|

(Above: Bethel Nathan)

 

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