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I think 2016 has been our busiest year yet! The English Wedding Blog is growing every single day: we’ve featured weddings and styled shoots from so many new photographers and our inbox is constantly bursting with amazingness… so I thought I’d write a little note to all of you fabulous wedding photographers who are yet to get published here. I so hope you’ll be in touch soon!

Know your wedding blogs!

Every wedding blog has a different audience and a unique aesthetic, just as every wedding photographer has their own style and approach. If your images are bright and vibrant, they’ll look amazing on Rock n Roll Bride, English Wedding or Boho Weddings. If your photography has an ethereal, romantic fine art style it will fit perfectly with Wedding Sparrow or Magnolia Rouge (or English Wedding!).

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I read a little article last week which captured a big talking point and wrapped it up beautifully in a neat and tidy little nutshell. Nichola Morton was writing for Aspire Photography Training: “ If your couples have either hand-made or spent money on something involved with their wedding, they will want to make sure that it is documented via your photography.”

Yorkshire wedding detail photographers James and Lianne Photography (2)Images in this post are by James and Lianne Photography from Gemma and Niall’s North Yorkshire garden wedding

Nichola’s use of the word documented really caught my attention. Those documentary or reportage photographers I know tend to be the most reluctant to capture details… and yet Nichola brought them together in one wonderfully succinct sentence.

I’ll make my point first and explain it in a moment. I think 99% of wedding photographers should be capturing details and using those images in their marketing. It’s time to realise just how valuable those detail shots can be to your business. Why?

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The wedding market is huge: over 200,000 marriages a year in England and Wales (source: government stats). As a wedding supplier you’d be naïve to try and sell to all of those brides. And you can save a fortune on advertising if you’re selective: It’s always easier to segment the wedding market, and to target a particular segment.

Where to start segmenting the wedding market

All you have to do is mentally identify a few groups of brides: it’s dead simple. Different ways to segment the wedding market are:

  • Demographically: into groups by budget, by religion, by age etc.
  • Geographically: into groups by physical location
  • Behaviourally: into groups based on personality, lifestyle, social class etc.

For example, you could identify a segment of alternative brides who are not religious and live in Lincolnshire, if that suits your business.

What do you need market segments for?

Defining the particular market segments to target can really help you focus on your business and marketing strategies.