Evergreen Marketing That Works While You’re Busy During Wedding Season

I know we’re just meeting, but if I can be very real with you right out the gate? You’re probably reading this blog because you basically stop marketing your photography business every time wedding season comes around. And I get why—you’re beyond busy prepping, shooting, editing, and delivering everything you need for each of your weddings. 

But you’re also probably reading this because you know it’s not a good thing for you to do year after year. And you’re looking for a way to break this bad habit. 

If I’m right, keep reading. 

Because there is a way for you to keep your photography business visible during wedding season, even when you’re working into the wee hours of the morning because the edits are hitting just right. But it requires a change. 

You ready to make a change? Like, really? 

Good. Keep reading. 

Today I’m going to introduce you to the concept of “evergreen marketing.” And this blog post is going to help you figure out how to use it during wedding season to make sure you can actually “have it all”. You know, a full calendar that keeps you busy and marketing that is keeping your business visible. 

Here’s what you’ll learn:

• What evergreen marketing is
• How you can figure out what your evergreen content should be
• Ways to make the internet a referral source
• Why you gotta start scheduling social media content
• Why email marketing is something you should try

Okay, let’s get to it!

What Is Evergreen Marketing?

Evergreen marketing is all about creating content and strategies that stay relevant long after you hit publish. Think of it as the little black dress of your marketing closet—always in style, always appropriate. Unlike trend-chasing campaigns that (honestly) look silly after the trend has fizzled out, evergreen marketing highlights the core messages of your business: who you are, what you do, who you serve, and what makes you different. For wedding photographers (hey, that’s you!), this means talking about the things your potential clients always want to know—regardless of the date on the calendar.

How to Figure Out What Your Evergreen Content Should Be (read: What Should You Say on Repeat?)

Now that you understand that some of your marketing should be your LBD, you might be wondering how to find it in your marketing closet you’d (honestly) rather not open. Welp, what qualifies as “evergreen” is really about your core messaging. 

Your core messaging = the timeless truths about your business that never go out of style.

• Who you are: Your story, your point of view, your “why”
• What you do and where: The services you offer and locations you work in
• Who you serve: Your ideal clients (who they are, the problem they are trying to solve and how you solve it)
• How you’re different: The special sauce that sets you apart from the photographer next door

I know saying things on repeat isn’t easy. And you might even be rolling your eyes at me. So trust me when I say so many wedding photographers struggle to say almost anything let alone feel comfortable being a broken record about their business. But this is what marketing is all about. So you need to get over this hump and say these things over and over.

Trust me.

The good news is, there is a way to keep things feeling fresh. And that’s by using content pillars. And even though the internet will give you a bazillion definitions for content pillars, at Enji we distilled them to these 6: community, education, engagement, entertainment, inspiration, and promotion. 

You can use them to put a unique spin on your core messages. For example:

• Reviews that talk about who you serve and how you are different
• Past work that shows what you do and how you are different
• Behind the scenes that talks about what you do, where, and how you are different
• Photos of you with captions about who you are and who you serve
• Educational captions that talk about how you are different

Spoiler alert: If you’re not hopping on every trending audio or hashtag, most of your marketing should circle back to these core messages—no matter what month it is.

Turning the Internet into Your Referral Machine with SEO and AEO

Wouldn’t it be so nice if your next client found you with a quick Google or ChatGPT search? I mean, it’s more than possible and one of the best ways to make sure you’re still getting leads even in the thick of wedding season! 

Psst…what we’re talking about is  SEO (Search Engine Optimization) and the emerging AEO (Answer Engine Optimization). 

And I’ll spare you all the basics of SEO (though you can learn more about optimizing your website), but here are some tips to help you make the most out of your website and blog—cuz these should be working for you 24/7.

• Website: Optimize your main pages for SEO by using relevant keywords, but don’t stop there. Take a step towards AEO by adding FAQs to your site—especially on your services and highly trafficked page. These FAQs help search engines, chat bots, and real people quickly understand what you offer
• Blogging: Keep up with keyword research and SEO best practices, but start weaving in AEO techniques. Use commonly asked questions as section headlines, add a mini FAQ to each post, and include a quick blog overview at the end of your introduction. This not only boosts your rankings but also makes your content more helpful to readers (and search engines).
• Pinterest: Don’t sleep on Pinterest! It’s a powerful platform for distributing your content and earning backlinks. Batch-create pins for both new and older blog posts, and schedule them to drip out during your busiest months. It’s a set-it-and-forget-it way to keep traffic flowing to your site.

Prescheduling Social Media Content (So You Don’t Ghost Your Audience)

Even though going dark on social media during busy season is the biggest mistake I see wedding photographers make, the solution is so simple and I don’t need a lot of words to drive this home. Because even though I get that when you’re juggling back-to-back weddings, social media is the first thing to slip…going radio silent? That’s an avoidable thing. And you want to avoid it because it can make potential clients wonder if you’re still in business. 

The fix? Slow down your posting frequency (think 1-2 times a week instead of 3-4) and pre-scheduling your posts in advance.

Tools like Enji’s Social Media Scheduler make this a breeze (and it’s 100% free to use!). Batch your posts, schedule them ahead of time, and let your social media marketing run on autopilot while you focus on your clients. You’ll stay consistent, boost your visibility, and do your future self a massive favor.

Trying Something New (to You): Email Marketing

If you’ve been hesitant to dip your toes into email marketing, now’s the perfect time. And no, you don’t need to send weekly newsletters to see results. Instead, you can use email as a way to nurture leads and share your evergreen messages in a more personal, in-depth format.

Here’s a simple workflow you can use to get started as a wedding photographer:

1. Create a lead magnet—a free resource (like a wedding planning checklist or posing guide) that encourages visitors to join your email list
2. Add a pop-up on your website to promote your lead magnet
3. Sprinkle links to your lead magnet throughout your top-performing blog posts and social media content
4. Set up an automated welcome series (3-5 emails) that introduces you, shares your core values, and answers common questions couples have before booking

This way, your email list works for you around the clock, building relationships and warming up leads even while you’re out at a wedding.

Keeping Evergreen Marketing Manageable (Yes, Even During Wedding Season)

Consistency is tough when you’re running on caffeine and adrenaline. The secret to making marketing sustainable as a wedding photographer in the middle of busy season is to batch your content and schedule it out in advance. It’s that simple. 

Dedicate a few hours each month to plan your social posts, update your blog, and refresh your website FAQs. And use marketing tools like Enji to streamline the process, so you can focus on what you do best.

And remember: the best marketing works for you, not the other way around.

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