The off-season is the perfect time to take a step back, assess your business, and set yourself up for success in the coming year. Are your marketing strategies working? Which of your products or services needs improvement? The off-season gives you a chance to answer these questions and to establish a game plan.
Check Your Numbers and Set Goals
The best way to gauge the health of your business is by analyzing your numbers—they don’t lie. There’s so much to learn by diving into the data and understanding the story they tell. The off-season is the perfect time to reflect on this year’s performance, identify areas for improvement, and set goals for the upcoming year. While numbers are present in every aspect of your business, start by focusing on one area and expand from there. Unsure where to begin? We recently spoke with Ava and the Bee, who shared some fantastic ideas. Watch the conversation here and be sure to have a notepad handy!
Ask for Reviews
This is such an easy way to boost visibility and bookings, yet many business owners overlook it. During the off-season, send personalized emails to recent clients (even those from 2023 and 2024), asking them to share their experience and leave a review on platforms like Google, Yelp, and The Knot. Below is a sample email to get you started—be sure to go the extra mile by hyperlinking each platform directly to your business page, so past clients don’t have to search around and waste time.
I hope newlywed life is treating you well! Your wedding turned out beautifully and it was an honor to be a part of your special day! We would greatly appreciate it if you could both take a moment to post reviews of your experience with us at the links below. Please keep us in mind for any future events or if you know any newly engaged friends. Thank you again, and let’s stay in touch!
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Organize and Curate Your Content
Your portfolio is one of your most valuable assets for marketing and sales, so it’s essential to keep your wedding pictures updated and organized. During the off-season, reach out to clients and photographers to request galleries. Once you have your images, create organized galleries based on venues, wedding styles, and color themes. Many document storage sites like Dropbox allow you to tag pictures as you upload them. This quick task can save you hours later when you’re searching for specific images, like “red wedding pictures” for a blog post. As you build out marketing and social media strategies you will now have the power of your galleries and content at your fingertips!
Side note: If you have hundreds of events and no tagging, think about hiring a contractor from Upwork to help get folders and images organized.
Review Your Contracts
Every season, it often feels like one client reveals a gap in your contract, highlighting an important lesson learned. Now is the perfect time to take a closer look at your contracts with legal partners and suppliers. Consider whether your agreements are still aligned with your current business goals and if the terms remain favorable. Are you adequately protected against any issues that arose in the past season that caused you concern?
Make sure to keep your documentations organized and up to date. Keeping everything current will not only save you from potential headaches down the road but also enhance your professional relationships. When your contracts are clear and comprehensive, you can focus more on delivering exceptional service to your clients, knowing that your agreements are solid and reflective of your business’s needs. Taking the time to review and revise your contracts now will set you up for a more successful and stress-free season ahead.
Attend Networking Events
Building strong relationships can lead to new opportunities, collaborations, and referrals, and some of the bests are right under our noses.
Keep your ear to the ground for must-attend networking events – both in-person and virtual – that are relevant to your industry where you can connect with potential clients, vendors, and peers. And don’t forget a personalized follow-up with the contacts you made!
