5 things to consider when marketing to same-sex couples
Since same-sex marriages were legalised in the UK in 2014, the market for same-sex weddings has been steadily growing, rising from just 1,409 in 2014 to over 7,000 in 2016. With these ever-increasing numbers and more focus than ever before on inclusivity, the LGBTQ+ community is a market that many wedding businesses are particularly keen to engage with. If you’re aiming to market your business to engaged same-sex couples, here are five important points to consider.
1. Is your wording inclusive?
Whether it’s your brochure, your marketing emails or your contact forms, ensure that your wording includes same-sex couples rather than assuming all couples are opposite sex. For example, this means giving an option for ‘bride and bride’, ‘groom and groom’ or ‘partner 1 and partner 2’, rather than just ‘bride and groom’. Gender neutral terms such as ‘partner’ or ‘future spouse’ can come in useful on forms and in descriptions. Actively mentioning same-sex weddings not only makes your potential customers feel at ease, but can also help your SEO.
2. Do you feature images of same-sex couples?
One of the quickest ways for LGBTQ+ couples to see that you’ve considered them is through images. This could be pictures of couples, or evidence of same-sex customers through personalisation options, such as the names on stationery or the cake toppers on a cake. If you haven’t yet had any same-sex customers, or the ones you have had aren’t comfortable being featured on your website, then you can feature stock imagery or examples you’ve made.
3. Do you have a testimonial from a same-sex couple?
Knowing that other same-sex couples have used your services and have positive reviews goes a long way for couples looking for LGBTQ+ friendly wedding suppliers. If you’ve catered for same-sex weddings, reach out to your past couples to ask for reviews and testimonials to include on your website or brochures.
4. Are you reaching out on social media?
It’s one thing to be inclusive on your brochures and website, but it’s also important to keep the conversation going on social media. Assume that your posts are going to be read by both same-sex and opposite-sex couples. If you’ve received images and testimonials from same-sex couples, share them. Take note of prevalent hashtags relating to LGBTQ+ weddings, such as #YouDontNeedToAskHere.
5. Are you connecting with other inclusive suppliers?
Try to build a strong network of wedding suppliers who also cater for same-sex weddings. This will ensure that you receive vital business via word of mouth. You can do this by connecting on social media and attending targeted wedding shows such as PrideLux.
The more you cater for the market, the more you’ll be able to repeat these five steps, knowing that you’re building an inclusive wedding business that welcomes couples of all genders.