When this wedding planner came to me in 2020, she was already established in her industry. But like so many service-based entrepreneurs, she was caught between client work, brand-building, and the desire to set up a long-term, sustainable marketing system.
She wanted the “long game” marketing strategy for a wedding planner: a strategy that would keep working behind the scenes, even when she wasn’t online. At the time, she was dabbling in blogging, podcasting, and Pinterest, but nothing was cohesive or consistent. Social media was strong (she has 21K Instagram followers at the time of writing this), but she knew relying on the algorithm wasn’t enough.
That’s where I came in. Over the past four years, we’ve built a content ecosystem that supports both sides of her business:
- A luxury wedding planner brand (for her high-touch clients)
- A passive income brand with digital products and a podcast
And the results? They speak for themselves.
Industry & Scope
Industry: Luxury Wedding Planner + Digital Products + Podcast Host
Package Booked: 2 Blogs/Month, Weekly Emails, Podcast Shownotes, Pinterest Management
Result: Google is now her #1 lead source, driving 53% of site traffic — outperforming social media despite her 21K Instagram following.
Table of Contents
Building a Long-Game Marketing Strategy
From the beginning, our focus wasn’t quick wins. It was always sustainability.
This client didn’t want to chase algorithms or rely on viral moments to fill her pipeline. Instead, we built a search-driven marketing foundation — pairing consistent blogs, Pinterest distribution, and email nurturing with podcast content that showcased her expertise.
The goal: diversify her visibility, capture qualified leads, and create a content machine that didn’t depend on constant hustling or watering down her brand trying to serve two different audiences.
Blogging for SEO & Passive Discover
When we started, she had a few blog posts but no cohesive SEO strategy. Over four years, we’ve written an average of two strategic blog posts every month, not including blogs based on podcast episodes, each designed to:
- Rank for keywords her ideal clients are actively searching for
- Support both her wedding services and her digital product offers
- Tie into seasonal and evergreen planning needs
Blogging gave her a passive discovery engine — content that works year-round, long after it’s published.
Pinterest as a Supporting Channel
The wedding niche is huge on Pinterest so naturally our Pinterest strategy plays a critical supporting role. Every blog is repurposed into optimized Pins that drive visibility long past launch.
But unlike many “Pinterest-only” strategies, this system doesn’t rely on the platform alone. Pinterest traffic feeds into the blog, which feeds into her email list, which nurtures toward sales and bookings.
It’s a connected ecosystem, not a one-off tactic.
Weekly Emails & Podcast Shownotes for Cohesion
Because I manage both her email marketing and podcast shownotes, her content stays cohesive and consistent across every channel.
- Blogs become podcast tie-ins.
- Podcast episodes link back to her products and services.
- Emails connect all the dots — educating, nurturing, and converting her audience.
The result? A system that works together instead of fragmented pieces competing for attention.
The Proof: Google > Social Media
Here’s where this marketing strategy for a wedding planner gets interesting.
Despite her strong Instagram following (21K+), the real driver of her leads isn’t social at all. It’s Google.
From her analytics:
- Google drives 53% of all site traffic (4,766 views, 57s avg engagement time, 54% engagement rate). People coming from Google also spent almost double the time on her website compared to Instagram.
- Pinterest contributes another 20% of traffic (2,154 views).
- Instagram — despite her large following — drives less than 1% of traffic (137 views).
Even ChatGPT traffic (which we can absolutely attribute blogging to) beats out social media.
👉 The takeaway? Followers don’t equal leads. Visibility through search is what scales.
With this marketing strategy for a wedding planner, she’s no longer reliant on the whims of Instagram’s algorithm. Instead, she has a stable, diversified content engine that grows her brand passively.
Testimonial
“Kara was able to seamlessly transition to writing all my blog posts virtually overnight. I hired Kara in 2020 to manage my Pinterest and write my blog posts because I really wanted to continue blogging for SEO but couldn’t find the time. Since then, I’ve hired Kara to help with additional projects too — website copy, podcast scripts, strategy sessions — and I think of her as an integral part of my team. I’m so glad I found her!”
Final Thoughts on This Marketing Strategy for a Wedding Planner
This client is proof that even with a strong social media presence, SEO + blogging + Pinterest = long-term growth.
If you’re ready to stop relying on algorithms and build a marketing system that compounds over time, that’s exactly what I do. I manage blogging, Pinterest, and content strategy with a long-game mindset.
👉 Ready to build something sustainable? Reach out here or come say hello on Instagram.
