Marketing Strategies for Growing A Luxury Wedding Business
In the fast-paced world of luxury weddings and events, staying ahead of the marketing curve is essential. Whether you’re a wedding planner, photographer, stationer, DJ, rental company, florist, or graphic designer, the challenges are the same: serving your high-end clients while continuously attracting new ones. I just came back from Engage! Summits, the premier luxury wedding and event conference where I shared a breakout presentation on the top marketing and promotion strategies for wedding and event businesses that will work this year and beyond.
It’s a delicate balancing act that often feels overwhelming. As a fellow luxury wedding business owner, I understand your struggles firsthand, and I’m here to share actionable strategies for thriving in 2025 and beyond. If you’re searching for marketing strategies that work for your wedding business, or looking for the best ways to generate luxury wedding leads for your event company, this guide is your roadmap.
Related: Be sure to read my post on the Top Marketing In’s & Out’s for Wedding Businesses in 2025
Photo credit: Amy Anaiz
The Problem: Why Marketing Often Falls Flat
The wedding industry for better or worse is hyper-focused on aesthetics, often overlooking the “back-of-house” strategies that drive sustainable growth. Yes, beautiful Instagram feeds and stunning website portfolios attract attention, but they’re not enough. You need an organized, intentional approach to find and engage your audience, build trust, and generate inquiries - all while keeping your business efficient and your life manageable.
So how do you break free from the cycle of scrambling for leads while delivering white-glove service? By adopting these 11 marketing trends and strategies tailored for 2025 - and many years to come. I’m excited to break it all down for you and dive into what will move the needle this coming year - and beyond. I really mean it about the - and beyond part. It is important that we’re getting the most out of our efforts and that we’re not just creating content or doing marketing things that won’t stand the test of time. We need our marketing to not only be efficient, but we need it to last!
I’m so excited to share bits and pieces from my presentation at Engage! This is not the whole thing, of course! If you haven’t experienced the magic that is Engage!, you need to change that! It is by far the best, most impactful conference out there for wedding and event businesses. If you’re looking to up-level your game or be around the best of the best in the wedding industry, Engage! is the conference for you!
Ok, now onto the top marketing strategies that will have an impact on your wedding and event business this year - and for many (many!) years to come! If you work on just one or two of these strategies, you will see an impact for many years to come in your business. These strategies will pay your dividends tomorrow and for a really long time!
Photo credit: Amy Anaiz
11 Marketing Strategies That Will Work in 2025 - AND BEYOND
1. Be Curious, Not Condescending
Your engaged clients planning a wedding are intelligent but inexperienced - they’ve never planned a luxury wedding, party, or event before. Instead of judging their assumptions, lack of knowledge, or preferences, ask: Why do they think this way? Where are they getting their information? Establish yourself as a trusted resource by sharing accurate, helpful content that educates and empowers them.
2. Diversify Your Lead Sources
Account hacks, algorithm updates, mood shifts, changes in relationships, and social media platform trends can derail your wedding business marketing if you’re too reliant on one or two sources for lead generation. Diversify where your leads and inquiries come from - social media, SEO, email marketing, referrals, networking, conferences - so you’re protected when one channel dips, or worse, you’re no longer the hot new, most referred business in your niche or market.
3. Prioritize Information Over Inspiration
Inspiration is everywhere. What sets you as a wedding professional apart is your expertise. Share actionable tips, guides, and insights that solve your clients’ problems.
Most social media and search engine ranking algorithms emphasize (and rewards!) first-hand experience, expertise you can’t find anywhere else, unique authority, and trust. Showcase your authority with content that answers your potential clients’ specific questions and demonstrates your knowledge because doing the algorithm will reward you and, your volume of lead sources will increase.
4. Influence Your Ideal Clients, Not Everyone
Engagement metrics are meaningless if they’re not tied to your ideal client. Stop chasing engagements, follows, and likes and start creating content that addresses your ideal audience’s pain points. Helping them solve problems builds trust and positions you as the go-to expert.
Photo credit: Amy Anaiz
5. Meet Clients Where They Are
Luxury clients planning a wedding or event are everywhere, on all the platforms, using all the tools: Instagram, TikTok, Pinterest, and beyond. Don’t assume they’re only on certain platforms or using certain tools. Be visible wherever they spend time, building familiarity and trust on their terms.
6. Always Be Sharing (A.B.S.)
Consistency when it comes to content sharing is non-negotiable. Regularly share your expertise and content across all platforms. Use pre-scheduling tools, automation, and templates to maintain visibility without creating new content constantly. If you’re not posting, you’re invisible.
7. Think SEO Beyond Google
SEO isn’t just for Google - it’s for every platform. Social search is a thing that more and more customers are using as social media platforms get better and better at training their search functionality. Optimize your website and your social media profiles, captions, and content for searchability. Clients often use platform-specific search features to research wedding vendors in all stages of their planning process, so ensure your content is easy to find and is optimized to show up in the search results of your potential clients. It is not enough to just post the content. You have to optimize it so that it will show up in the search.
8. Make Tapping Effortless
Simplify the customer journey no matter what platform your customers are on. More and more customers are comfortable with buying from brands and booking services from businesses that they have never met because they were able to fully research them online. And those businesses made it easy to get in touch or book their services. Long contact forms that ask a million questions are out and in are clear, simple calls to action that get the customer what they want - fast. As a business owner, you need to make it easier for your clients to not only find out more about you (see next tip for more on this), but also book you. Use chat features, clear calls-to-action (CTAs), and mobile-friendly links. Luxury clients want seamless access to the information they need, whether it’s inspiration or direct contact details.
Photo credit: Amy Anaiz
9. Go All-In on Behind-the-Scenes (BTS)
Clients expect to connect with your brand personality before they ever reach out. Share behind-the-scenes content in the form of short videos, stories, articles, blog posts, quotes, and podcast interviews to build a relationship. It’s about showing the authentic, human side of your business so that your potential clients and pre-interview and get to know you before they hit your contact form.
10. Leverage Friends and Family Referrals
Referrals from trusted sources carry immense weight to today’s and tomorrow’s engaged couples planning a wedding. The gravity of the wedding event and the sheer volume of information on the Internet is very overwhelming to a recently engaged couple. They often don’t know where to start, so they start with their closest family and friends. Maintain post-event relationships with your past clients, and gather authentic reviews. Potential cients often validate referrals by checking your social media and your website, so keep your channels updated.
11. Build Your Back-of-House Systems
Beautiful visuals whether it’s photographer, branding, or video are essential, but your “back of house” systems ensure long-term success. Organize your expertise and content into a cohesive ecosystem that’s searchable, sustainable, and consistently updated Focus on what you can control: your website, content strategy, and posting frequency.
Take Control of Your Marketing in 2025
Marketing a wedding and event business in 2025 - and beyond - is about connection, sustainability, and expertise. By implementing these strategies, you can:
Build a self-sustaining content ecosystem that reduces stress.
Attract high-quality leads who are aligned with your brand.
Future-proof your business against platform changes and trends.
Need Help? Let’s Work Together
I’ve walked in your shoes, and I know the challenges of running a luxury wedding business while marketing effectively and trying to serve my clients at the same time and live a life! It’s a lot of work! If you’re ready to take control of your marketing, I offer 1:1 strategy sessions, courses, and products to help you succeed.
Let’s create a marketing strategy that feels authentic to your brand and connects you with your dream clients. If you’re a creative small business serving the wedding and event industry - such as a wedding planner, photographer, entertainer, DJ, rental company, florist, invitation designer, and more - and you need help with your online marketing, content creation, or your Pinterest account, please send me an email at info@juliannesmith.com or check out my done-for-you and training services for wedding pros. I’d love to work with you to maximize your creativity and the overwhelm and work with the clients that you want to work with!
For more tips and advice on the wedding industry, be sure to check out past blog posts and sign up for my weekly emails where I’ll send you all kinds of wedding business education nuggets in 100 words or less!