Marketing for Wedding Suppliers: What Actually Works in the UK & Ireland
Photo by Merakist
Written by Melissa Woods
Marketing your wedding business today is more than just posting pretty pictures and hoping for the best. With an ever-growing number of suppliers entering the market, especially in the UK and Ireland, you need to be strategic, consistent, and crystal clear on who you are talking to.
The good news is that modern couples are actively searching for unique, creative, and values-aligned suppliers. The bad news is that if your marketing is vague, outdated, or inconsistent, you are probably being overlooked.
If you are tired of second-guessing what works, here is a clear breakdown of the strategies that are actually moving the needle for wedding suppliers in 2025.
1. Define Your Ideal Client (Then Speak Directly to Them)
Generic marketing attracts generic enquiries. The most successful wedding businesses are those that know exactly who they are trying to reach and shape all their communication accordingly.
Start by getting specific about the couples you want to work with. Think beyond demographics. What do they value? Where do they hang out online? What kind of language do they use?
When your messaging is tailored to a particular type of couple, it cuts through the noise and builds instant connection.
2. Make Sure Your Website Works (And Looks the Part)
A high-performing website is still your best sales tool. It is where your brand comes to life, where trust is built, and where bookings begin.
Your website should be:
Fast, mobile-friendly and easy to navigate
Clear on pricing, services and availability
Visually aligned with your brand
SEO-optimised for local and niche search terms
A slow, outdated, or confusing site will lose you enquiries before you even get a chance to reply.
3. Use Directories That Align With Your Brand
Wedding directories still work, but only when they are curated, well-maintained, and aligned with your target couples… otherwise you’ll just get lost in the wash.
If you are trying to attract modern, creative couples, you need to be where they are looking. Traditional directories can feel irrelevant to those planning non-traditional weddings.
The Book Of Love Directory is designed specifically for modern, alternative wedding suppliers across the UK and Ireland. It puts your work in front of couples who are actively seeking something different and meaningful - but remember, couples will often use directories as discovery tools before going off and doing their own research about your business - this is why it’s important to keep on top of your own marketing efforts too.
4. Create Content That Solves Real Problems
Blog posts, guides, checklists and styled shoot stories are all powerful tools to drive traffic to your site and position you as an expert. But they need to offer real value.
Instead of just showcasing your portfolio, try writing content like:
How to plan a sustainable wedding in Ireland
What to ask your wedding florist before booking
Creative alternatives to traditional wedding favours
This kind of content is more likely to be searched, shared, and bookmarked by your ideal clients.
5. Prioritise Instagram, But Use It Intentionally
Instagram remains a key platform for wedding suppliers, but it is more saturated than ever. If you are posting without a strategy, it is easy to burn out without seeing results.
What actually works on Instagram right now:
Reels that show behind-the-scenes or before-and-after moments
Honest captions that tell your story and values
Carousels with helpful information or client feedback
Regular stories that show your face and your process
A strong Highlights section can also function like a mini-website, helping potential clients get what they need quickly.
Instagram is still a great form of discovery for wedding businesses but it’s not the be all and end all
6. Build an Email List (And Use It)
Social platforms change. Algorithms shift. But your email list is yours. It is also one of the highest-converting tools in your marketing toolkit. I’ve been banging this drum for years and trust me, if you are ever in the unfortunate situation where one of your social accounts gets hacked and you lose your entire following… (true story: this happened to me in 2023 and I lost almost 30,000 followers)… you will be SO GLAD you have your email list!
Use your list to:
Share news about availability or upcoming events
Offer planning tips or seasonal updates
Introduce new services or packages
Promote content or press features
Nurture the relationship further
Even a short monthly newsletter can keep you top of mind and drive more enquiries over time.
7. Collaborate with Other Suppliers (Strategically)
Styled shoots, social collaborations, and vendor features are great ways to tap into new audiences and strengthen your reputation.
Work with suppliers who share your values, target audience, and aesthetic. A well-planned shoot or content collaboration can generate a huge amount of value, especially when it is picked up by a blog or magazine.
These relationships often lead to genuine referrals, better client experiences, and a stronger professional network.
8. Collect and Share Client Testimonials
There is nothing more powerful than social proof. Modern couples want to hear from people who have already worked with you.
Make sure you:
Collect feedback after every booking
Share quotes on social media and your website
Use testimonials in proposals or brochure
Video testimonials or Google Reviews are especially powerful as they build trust instantly.
9. Show Your Face and Tell Your Story
Couples are not just booking a service. They are choosing a person to be part of a deeply personal and emotional experience.
If you are hiding behind your brand, you are missing an opportunity to connect.
Introduce yourself. Talk about your journey. Share why you do what you do. These are the things that stick with people.
10. Focus on Consistency Over Perfection
You do not need to be everywhere all at once. What matters is showing up consistently where your audience is already spending time.
A few regular actions, done well, are more powerful than a scattered approach. Choose two or three platforms, show up regularly, and keep refining your message as you go.
Marketing does not have to feel overwhelming or performative. When you focus on clarity, consistency, and connection, it becomes something far more meaningful. You stop chasing trends and start building a brand that attracts the right people.
Modern couples in the UK and Ireland are not just looking for pretty visuals. They are looking for people who get them. People who can offer a great experience. People who show up with confidence, clarity, and purpose.
That could be you.