Honey Bee Weddings Digital Marketing Audit

Digital Marketing Plan
Iris Wen | Project Manager
Chelsea McClellan | Meeting Minutes
Mary Moser | Milestones
Amanda Freeman | Meeting Coordinator
Fall 2014

Table of Contents
Page
Executive Summary 3
Situational Analysis 4
Industry Analysis
Client Analysis 6
External Forces 9
Competitive Analysis 12
Digital Marketing Audit 25
Current Website
Email Marketing 27
Online Advertising 28
Social Media Channels
Mobile 30
Email Marketing for Mobile 31
CRM 32
SWOT Analysis 33
Marketing Objectives 35
Segmentation Method 36
Marketing Strategies 37
Marketing Objective 1
Marketing Objective 2 47
Marketing Objective 3 58
Gantt Chart and Timeline 65
Budget Breakdown 68
Evaluation 69
Contingency Plan 72
Conclusion 74
Works Cited 75
Appendix 76
Honey Bee Weddings 2

Executive Summary
Honey Bee Weddings is a Chicago wedding planning company that plans and coordinates
weddings based on the vision and style of the client. The company was founded in 2007 by Misse Daniels
to feed her love of wedding planning, and has since been featured multiple times in Style Me Pretty and
other online and print publications. The company plans weddings with the objective of meeting the needs
and wants of the client and reflect their ethnology. Honey Bee Weddings is targeted towards educated,
affluent couples in their late 20s-early 30s located in the Chicagoland area looking for partial to full
service wedding coordinators. The majority of leads gained are from referrals and Yelp, however,
according to Misse, only two out of ten leads from Yelp are qualified leads. The company is on Facebook,
Twitter, Pinterest and Instagram, along with Yelp and owning a website with a blog hosted through
Blogger. Subscribers are sent automatically-generated emails when a new blog post is created.
Misse has set the following digital marketing objectives for Honey Bee Weddings:
1. Increase site visitors to 1000 per month
2. Achieve 20 leads per month through website contact form
3. Achieve number 3 listing on Google’s organic search for key search term “Chicago wedding
planner”
The digital marketing plan recommends a new website provider and design that reflects the company’s
value proposition and an improved user experience. A redesigned contact form and other distinguished
call-to-actions on the website are recommended to drive awareness and acquisitions. An improved
presence on social media can be used strategically to drive traffic to the website and engage potential
customers. In addition to the current presence on social media, The Knot is an industry- appropriate
networking platform that can be used to attract new business and customer relationships. Honey Bee
Weddings can improve its website keyword use to achieve keyword ranking for “Chicago wedding
planner.” On-site optimization is recommended along with link building and content creation.

Situational Analysis
INDUSTRY ANALYSIS
Honey Bee Weddings, as a wedding planning service, is included in two industry segments. The
first and primary segment is the Wedding Planners in the US industry, which according to IBISWorld, is
comprised of businesses that “organize and design marriage ceremonies and receptions” (Ruiz,
IBISWorld.com). The key economic drivers of this industry segment include per capita disposable
income, marriage rate, population and national unemployment rate. According to a September 2013
report, the industry generates $1.2 billion in revenue and includes over 12,000 businesses. With a 3.4%
projected annual growth rate for the years 2013 to
2018, this industry is not only prosperous, but has a
steady outlook. The industry has a high competition
level, as its high revenue generation makes it an
attractive market, and low barriers to entry make
entrance easy (Ruiz, BISWorld.com).
As an event planning agency, Honey Bee Weddings falls into the industry segment of Party &
Event Planners, which includes businesses that “organize social events such as parties, weddings, and
other social gatherings” (Panteva, IBISWorld.com). With over 300,000 businesses, this industry is
comprised of several types of companies; however, wedding planners make up the largest segment at
34%. The entire industry segment generates $6.2 billion in revenue and, similar to the Wedding Planners
industry, projects an annual growth rate of 3.4% until 2018.
There are several distinguishing features of the two industry segments, mainly the overall social
trends occurring in modern US society. Key external drivers for both industries are marriage rates, which,
as traditional marriage definitions change, are likely to continue their current -1% annual decline, and
projected 4% total decline from 2014-2019 (IBISWorld.com). However, this force can be counteracted by
another key driver: per capita disposable income. As disposable income increases and society continues to

place value on large and extravagant weddings, consumer spending will increase, and likely continue on
an upward trend, despite a decline in actual number of marriages. Such value on extravagant weddings
likely results from the uptick in recent years of bridal and wedding shows on popular television stations
such as TLC and WE, as well as the advent of Pinterest.
Additionally, technology changes have altered the event planning industry. According to
IBISWorld data, 78% of consumers used the internet to locate wedding planners in 2011 (Ruiz). Social
media has allowed new businesses to communicate with target demographics, better demonstrating their
products and engaging potential consumers. This has allowed smaller businesses to tap markets and
attract customers that would typically be drawn to a larger industry leader. This has also led vendors to
switch to targeting niche markets that can be effectively targeted and communicated to via social media
channels. As such, higher prices, rather than a pricing penetration strategy, can be employed. These
strong, personal and informative social media presences build consumer trust and brand equity, increasing
the consumer’s propensity to spend (Lerman, IBISWorld.com).

CLIENT ANALYSIS
Company Structure
Honey Bee Weddings is comprised of four wedding coordinators and one assistant. Coordinators
work separately from each other, but all have the same set of responsibilities for each of their clients.
Misse Daniel, as the founder of Honey Bee Weddings, takes on additional roles, such as finances and the
acquisition of a new office. At least two of the four coordinators, Laura Susin Koo and Lindsay Grote,
have day jobs at other businesses, mainly carrying out event planning work. There is no distinguishing
value proposition or clear title for all the coordinators and how their client portfolios may differ.
Additionally, Honey Bee Weddings does not have a clearly defined marketing team, making it unclear
whether their marketing efforts, such as the content creation and management of their website, are done
in-house or by an external party. It is mentioned that the assistant has social media and blogging
experience, which may suggest some active social media management by this associate.
Services and Value Proposition
Honey Bee Weddings offers several services, such as Full Planning, Partial Planning, Month of
Coordination, and Day of Coordination services, along with custom packages. Honey Bee Weddings,
although lacking a clear value proposition on their website, made their competitive edge clear during a
client meeting on September 16th. According to founder, Misse Daniel, Honey Bee Weddings stands
apart from its competitors because each planner only books one wedding per weekend, making it feasible
for a client to rent out the entire business on their wedding day (Daniel, personal interview). Honey Bee
Weddings further distinguishes themselves through a strong offer of versatility of services, and the
passion and dedication of the wedding coordinators.
Pricing
Honey Bee Weddings’ price is constructed on a graduated scale, with more intensive wedding
coordination services costing more than those requiring less time and work. Prices were given at the
initial client meeting. Additionally, Honey Bee Weddings charges an additional cost for each service if

Misse, rather than any of the other four coordinators, is used. Specific prices and services can be found in
Appendix A.
Profile of Customers
Based on Honey Bee Wedding’s Pinterest profile, which contains their business portfolio, typical
consumers are educated, in their late 20s-early 30s, affluent, and located in the Chicagoland area, with
selections of wedding venues downtown. The consumers desire large weddings with extravagant decor,
likely resulting in high prices. Consumers desire close attention to detail with all aspects of their wedding,
requiring pristine management of all vendors.
According to Misse, consumers are motivated to make their purchase decision with Honey Bee
Weddings because of several life situations. Some consumers, for example, choose to hire a wedding
coordinator because they come from affluent families where all friends and relatives have used a wedding
planning service to coordinate their weddings. Others hire a coordinator because the couple is too busy or
decides for themselves that they do not have the organizational skills to plan their own wedding (Daniel,
personal interview).
Sample Consumer A- Kate Sample Consumer B- Jane
Kate, 26, lives in the Chicago suburb of Winnetka,
IL. She has a well-paying job, but has also received
financial support from her family for most of her
life. She cannot wait to have her wedding, and
hopes to have a large, extravagant wedding in a
downtown location. Kate has been scanning bridal
magazines for dresses and venues, but does not
intend to plan her wedding by herself. Like all of
her married friends and relatives, Kate will use a
Jane, 30, is currently completing her final semester
of graduate school. She and her fiancé have just
become engaged and, because of the time she
currently has to dedicate to her dissertation, Jane
cannot fathom planning her wedding. Jane and her
fiancé live in an upscale part of the city, and desire
to have their wedding downtown. Jane loves the
idea of a medium sized wedding, with top-notch
vendors to make her venue beautiful. Jane has a

wedding planning service, as that is what she and
her family are accustomed to and have the financial
means to obtain. In her spare time, Kate loves
watching Scandal and drinking mimosas on
Thursday nights with her girlfriends.
taste for finer things, and frequents wine bars and
trendy restaurants with her fiancé.
Current Target Market Demographics
Geographic: The target customer is located, or desires to have their wedding in the Chicago area.
Demographic: Target consumers are in their late 20s to early 30s, and affluent, likely with a combined
household income of over $80,000. Consumers are from a variety of ethnicities and cultures.
Psychographic: Consumers have a variety of motivations for hiring Honey Bee Weddings, however,
despite their motivations, most customers have a common desire for a large, luxurious wedding, and have
the monetary means to afford such.
Channels
Honey Bee Weddings uses several channels to promote their business. Their website includes a
blog, which is updated frequently, as well as several social media outlets, such as Facebook, Twitter, and
Pinterest – a key avenue for wedding planning businesses, as bride-to-be’s and single women alike
frequent Pinterest for wedding ideas and photography. Offline, Honey Bee Weddings had made
appearances in several different bridal magazines. These appearances have not been exclusive, lengthy, or
regular, however. Bridal magazines
Distribution
The service transaction process begins when a prospective customer contacts Honey Bee
Weddings and inquires about a wedding planning service. Additional emails and/or phone calls are
exchanged, and then followed up with a final in-person consultation. The service is then received on a
continuous basis as the wedding is planned based on the customer’s product selection (full planning,
partial planning, etc). The service is fulfilled upon completion of the consumer’s wedding day.

EXTERNAL FORCES
The company is influenced by forces outside the business operation such as politics, economic landscape,
social reform, technological advances, and environmental changes.
Political
Like any other business entity, Honey Bee Weddings is subject to the five standard external
forces. In both industry segments that Honey Bee Weddings can be included in, political and regulatory
forces have low impact, as event and wedding planning is not subject to many legal regulations. However,
as same-sex marriage continues to gain political momentum and becomes legalized in more and more US
states, the political environment may shift, and wedding and event planners will need to begin to offering
services to same-sex couples in order to stay competitive. This also offers businesses many new
opportunities, as legalization of same-sex marriage may have a positive effect on the marriage rate. A
wedding coordination service such as Honey Bee Weddings that can distinguish itself early on as a
supporter of marriage equality can not only tap an emerging market, but create a strong sense of brand
loyalty amongst the LGBT community.
Economic
Economic external forces tend to influence the industry much more than political. As previously
mentioned, a key external driver of both the Party and Event Planners and the Wedding Planners in the
US industries is per capita consumer disposable income. Events and weddings, especially when a
coordinator is enlisted, tend to be with clients that desire extravagance or expensive venues and/or
vendors. Thus, the consumer’s spending ability is a crucial part of how much money can be allocated to
such events, or if such events can even be budgeted. As such, revenue is impacted directly by per capita
disposable income. Additionally, as marriage rates decline in the United States, per capita disposable
income takes on a heightened importance, as large amounts of consumer spending can counteract the
issue of a decreased number of marriages. The overall economic climate of the United States also affects
businesses in the Wedding Planners in the US industry. Currently, the US is slowly recovering from a

deep recession originating in 2008. Economic booms and busts greatly affect the revenues of wedding
coordination services, as they affect overall consumer spending. Couples that marry earlier in adulthood
are often faced with external financial pressures from college loan repayments. As such, the disposable
income available to spend on weddings is affected.
In times of economic hardship, a strong sense of value and commitment to clients must be
marketed to consumers to not only encourage clients, but to increase revenues as much as possible. In
times of prosperity, the glamour of an extravagant wedding organized and personalized exactly to client
standards may identify better with prospective clients.
Social
External social forces may have the strongest influence on the industry. The United States is
currently seeing a -1% decline in marriage rates, as well as an increase in the average marriage age,
increased rates of cohabitation without marriage and a decrease in the longevity of marriages. All of these
social changes have a direct effect on the number of clients, and thus revenue, brought into the Wedding
Planners industry. The industry is also affected by other forms of union, such as domestic partnerships,
where a traditional wedding celebration is not needed. In direct contrast to these social factors, however,
recent years have seen an increase in spending on big weddings. This reflects a psychological desire of
consumers, in this case, specifically those of wedding coordinators, to showcase social class, prestige, or
wealth through a large and extravagant wedding. Marketing the businesses’ capabilities and providing an
easily accessible portfolio of luxurious weddings can capture this sense of conspicuous consumption in
prospective clients.
Technological
Technological forces have played an important part in shaping the industry in recent years.
Increases in internet speed and connectivity have changed how consumers gather information and interact
with brands and businesses. In turn, businesses have changed how they find and market to their target
demographic. Businesses are able to use keyword targeting across multiple networks to make themselves

visible to prospective clients. Wedding planners can specify the types of services they offer, display
portfolios, and give detailed information about themselves all in one easily accessible site Small wedding
planning businesses, through the interactive, personal use of social media, have captured market share
that would have once been confined to large, well-established industry leaders. Additionally, social media
has allowed for niche markets to be found and developed, leading to an influx of smaller businesses that
are able to gain foothold in a competitive industry. For Honey Bee Weddings, this means that a strong
online presence, in both social media avenues and traditional websites, is necessary to stay competitive.
Honey Bee Weddings must seek to optimize its place on search pages, as well as create and maintain a
unified, current brand image across all online channels.
Environmental
In terms of environmental factors, the Do-It-Yourself, or “DIY” movement has influenced many
to go green with multiple aspects of their weddings. In addition to being more environmentally conscious,
the DIY movement has led people to put wedding planning back in their own hands, effecting wedding
coordinators’ numbers of clients and revenue. Alongside the DIY movement, consumers have an endless
amount of information on wedding planning at their disposal. There are pages on pages of Pinterest
boards dedicated to “Wedding DIY.” There are also simple infographics to follow when “Wedding
Planning” is searched in Pinterest, showing a month-by-month timeline for the DIY-savvy consumer to
follow. Outside of Pinterest as a tool to plan weddings, there are wedding planning books to buy, blogs to
follow, and personal resources people can use to plan a wedding. The DIY movement has led to
consumers demanding control over the entire wedding planning process, rather than leaving it to a
coordinator.
For Honey Bee Weddings, this can be an opportunity to gain consumers that want as much
personalization as possible but still desire professional help in staying organized for their wedding.
Because Honey Bee Weddings specializes in their in-person planning experience to bring the customer’s
dream to life, there could be an opportunity for the company to leverage the relationships of business
related companies such as florists, venues, decorators, dress shops, etc. to reach the DIY consumer.

COMPETITIVE ANALYSIS
Competitive Digital Marketing Channels
Honey Bee Weddings
Honey Bee Weddings has identified their immediate competitors to be Bliss Weddings and
Events, SQN Special Events, and BCR Events (Daniel, personal interview). Honey Bee Weddings’
website is http://www.honeybeeweddings.com. According to MOZ Open Site Explorer, the site has a
domain authority of 33/100 and a page authority of 44/100. Domain authority is the domain ranking
potential in search engines based on search engine considerations such as age, popularity and size. Page
authority is the potential page rank in search engines based on an algorithmic combination of all link
metrics (“What is Page Authority?”). The website also has 51 root domains and 267 total links. Root
domains are pages containing at least one linking page to this URL. Total links include internal, external,
followed, and nofollowed links to this page. The website is not properly displayed on mobile and tablet
browsers, and there is not a clear call-to-action upon entering the site; upon pressing “Enter” on the site,
there is only an opportunity for the viewer to subscribe to Honey Bee Wedding’s blog. Additionally, there
is no clear value proposition on the website, the images do not have a consistent theme and the layout is
not streamlined. Without a clear value
proposition, it is also unclear what specific
services are offered. Honey Bee Weddings
offers two ways to contact the company:
email and phone. In a Google site search, the
website displays 1,950 results.
The web pages are not search engine
optimized; the only web page title seen is
“Honey Bee Weddings.” For pages such as
the About page, the page title tag is “Honey

Bee Weddings: About.” Honey Bee Weddings does not have an appropriate meta description, as it does
not demonstrate the value proposition of the company and does not include any keywords. Instead, the
meta description is “Honey Bee Weddings -
Enter Honey Bee Weddings.” Similarly, the
blog page meta description is not optimized.
The blog page’s meta description is text pulled
from the most recent blog post and is too long to fit in the description. There are no H1 and H2 headers
used to distinguish the keywords on each page. Most images do not have unique image titles or image alt
text to target keywords specific to Honey Bee Weddings. Image alt text is written in a code and can help a
search engine determine how relevant the image is to the website.
The website and the blog are displayed on a mobile device above.

Bliss Weddings and Events
Bliss Weddings and Events has a domain authority of 29/100 and a page authority of 39/100. The
website has 53 root domains and 436 total links. The website is http://www.blissweddingsandevents.com.
Bliss has multiple call-to-actions on its first page, including the text, “Check out the Bliss Buzz on our
blog.” There is also a “Contact” page to the left of social media network buttons: Facebook, Pinterest, and
Twitter. The Contact page is unique in that is it
set up like a Mad-Lib. There is a clear call-to-action
on customer inquiries in order for Bliss
to gain a potential lead and the customer to
submit some basic information about their
intentions. At the bottom of the Contact page
there is also the address of the company with
the email and phone numbers of the entire Bliss
planners.
The value proposition of Bliss Wedding and Events is defined on “The Bliss Experience” page.
This states: “Bliss... is the answer to your party planning worries; insists on personalizing each event with
impeccable style; is chic, clever, and creative; never lets the teensiest detail go unappreciated; believes
cookie-cutter events are never an option; appreciates old fashioned manners & contemporary charm;
believes every party deserves to be dreamy.” The branding in the company is distinct because of its
consistent layout on the website. The fonts, color schemes, style and additional patterns and symbolic
butterfly are easy to spot. There is consistency throughout the website’s layout which makes the user
experience easy. The services are clearly stated and the company’s staff is identified with what and how
each member contributes to Bliss’s vision.
The web pages for Bliss Weddings and Events are well optimized on social media. The web page
titles are clear and tell what is on the page. For example, the beauty section of the blog is labeled “Beauty
| Bliss Weddings & Events” and the contacts page title is labeled “The Bliss Belles and Beau | Bliss

Weddings & Events.” The web pages have also been made into a canonical link. For example, the link for
the contact page is “http://www.blissweddingsandevents.com/the-bliss-belles-beau.html” and the link for
the beauty section of the blog is “http://www.blissweddingsandevents.com/blog/beauty.” This company
does not have optimized meta descriptions. The meta description for the home page does not have any
keywords and does not distinguish the wedding and event planning company. The meta descriptions that
currently appear in search
engine results do not summarize
the content of the web page, but
is text pulled from the page. Bliss does not use unique headers to pinpoint keywords or phrases. The H1
headers are duplicated on many pages as “Bliss Weddings and Events.” There are some H2 headers that
are used to describe the topic of the page, but they are not well used. The H2 headers that are duplicated
on many pages are “about us” and “inspirations.” The images on the site do not include any alt text.
While some images have a descriptive image title, there is no uniqueness or clarity as to what is displayed
in the image.
Bliss Weddings’ website is somewhat optimized for
mobile devices. Each page is designed to fit within the screen
of a mobile device and look the same as if the user is viewing
it on a computer. The individual tabs are always present on the
mobile website, allowing the user to navigate easily. However,
these tabs are in small font, making them hard to read.
Additionally, the tabs with drop down menus make it difficult
for the user to click on what they want to see without zooming
in significantly. The individual pages of the website all fit
within the horizontal limits of a mobile device and allow the
user to easily scroll down if needed. In the photo gallery, while the photos all appear, it is hard to scroll
through them because the next button is small. To scroll through, the user needs to zoom in, press next

and zoom out to see the entire photo. Each social media link leads to the pages, but only opens in the
browser user not the app. Finally, the contact page still allows the user to input information into each area
and submit the form easily.
SQN Events
The website for SQN is http://www.sqnevents.com. SQN Events has a domain authority of
27/100, and 39/100 for page authority. The website has 45 root domains and 414 total links. On the site
there is an opportunity under “Contact” for anyone to contact the team at SQN. At the bottom of each
page there is a phone number and generic business email address. By the site’s layout and branding, it is
apparent that the call-to-action is for potential clients to inquire on what services SQN Events could
provide a host. The value proposition is part of their name, Sine Qua Non, meaning “essential or
indispensable ingredient.” The company wants to be a special ingredient in the makings of a memorable
event and has multiple services offered to make a successful event. The services include hourly, partial,
and full coordination. There are additional special services such as consulting, out-of-town guest
coordination, handcrafted projects, fundraising, as well as services provided in a full coordination
package such as providing a budget and planning checklist, recommending vendors that fit the vision,
style, and budget, reviewing vendor contracts, and ensuring consistency in an event’s vision and design.
The website has a consistent, easy-to-follow layout that visually draws in the message of SQN Events. It
is easy to find information about the
experience of the SQN event planners,
and information about what the
company can provide for special
events. The images on the website
have personality, and each is well thought out and displayed.
In a Google site search, the website displays 23 results. Page titles are used, however all of them
are too long to be displayed properly. For example, the page title for the testimonial page is “Ovations :
Sine Qua Non : Special Events,” and the page title for SQN’s Indispensable service line is “Indispensable

: Services : Sine Qua Non : Special Events.” There are no meta descriptions being optimized on this
website. The meta descriptions are pulled from the text on the website and do not summarize the content
on each web page. The H1 and H2 headers are not being optimized to display keywords. An example of
the H1 headers are “home, about, commitment, bios, and contact.” The H2 headers are not optimized, as
they include “Monica & Jack, Alexandra & Nicole, Consulting Services, and Out-of-Town Guest
Coordination.” There are no image alt texts used to target keywords specific to SQN Events.
SQN Events’ website is mostly optimized for mobile.
Each page fits onto the mobile screen and is easy to navigate
on a mobile device. The lettering is small but not entirely
difficult to read. However, in each page, the user needs to
scroll using a small dot. This is difficult to do on a mobile
when zoomed in and almost impossible to do without
zooming in. The contact page for SQN still allows the user to
put in all information asked and submit the form through the
website. Finally, as the other websites have, the social media
links open in the browser and not the app, making it difficult
for the user to follow them on a mobile device.
BCR Events
The website for BCR Events is http://www.bcrevents.com/. The website has a domain authority
of 26/100 and a page authority of 38/100. The website has 25 root domains and 217 total links. The call-to-
action on the site is to lead a potential client to contact the company. There is clear contact information
under the “Contact” tab, and includes the address, phone number, and email, along with a “send a
message now” option. This option allows the company to gain a potential lead. The value proposition of
the site comes from the “About” section on the site. It is not very clear, but the company seems to value
its focus on being able to “bring about the incomparable event every client desires and deserves.” On the
site, BCR also lists sample services. This allows a potential client to view what BCR can do in an event.

The service page gives a wide range of services such as hotel arrangements, bridal dresser, tabletop and
floral decor, audiovisual, menu and wine pairing and more. A unique part of this page is that BCR
mentions that the planning process includes customizable
packages to suit each client. The website is easy to follow with a
consistent layout and design scheme and style.
In a Google site search, the website displays 18 search results. The web pages are not search
engine optimized. There is one page title for the home page, which reads “BCR EVENTS - Bringing your
vision to life... Bambi Caicedo Rogers, Chicago Wedding and Special Events Planner.” This page title is
too long to be displayed at the top of a web page. There is one meta description used on the site, but it is
not unique and is too long to be displayed. The meta description is 338 characters: “BCR Events, operated
by Bambi Caicedo Rogers, is a Chicago-based special events and planning company that helps orchestrate
unique memorable events that everyone desires and deserves. Whether it is a Wedding, Bar or Bat
Mitzvah, Bridal or Baby Shower, Birthday, Anniversary or Corporate event, each event is uniquely
planned just for you.” As such, it does not fit in search engine results.
While it has some unique keywords, they are not properly utilized.
There are no H1 or H2 headers used to target keywords on each page.
Additionally, the images do not have an image alt text.
BCR Events’ website on mobile only has one large photo
with contact information. It does not have any of the tabs the non-mobile
website has, but only says “bringing your vision to life” across
the top. The photo does not fit on the mobile homepage but the
contact information is in the space first seen. However, the contact
information is small and somewhat difficult to read when looking at
the photo. When the user clicks on the email, it automatically opens in
the users app with a fresh email ready to send to BCR Events.

Competitive Social Media Analysis
Honey Bee Weddings
Honey Bee Weddings can be found on Facebook, Twitter, Pinterest and Instagram, and has a blog
that is housed on its website. It has 900 Facebook followers, 950 on Twitter, 1,900 on Pinterest, and 300
on Instagram. All avenues are updated on a fairly consistent basis, with more minute-to-minute avenues
like Twitter and Instagram updated more frequently, sometimes
more than once per day. Despite an active social media presence,
engagement is low across all platforms, with Facebook posts
receiving three to four likes, no retweets of favorites on Twitter,
and only two to three likes on Instagram posts. Although generally
posting relevant content, such as photos of client weddings and
links to wedding fairs and news sites, Honey Bee Weddings tends
to have a confused social media approach, with some posts
reflecting Honey Bee Weddings as a brand and others appearing
more like Misse’s personal accounts. Additionally, Honey Bee
Wedding’s infrequent blog updates and difficult process of enrolling to receive emails puts them at a
disadvantage when compared to other competitors, Bliss Weddings and Events, SQN Events, and BCR
Events.
Bliss Weddings and Events
Competitor Bliss Weddings and Events uses several social media channels, including Facebook,
Twitter, Instagram, and Pinterest, as well as a blog housed on the company’s website. The blog is updated
on a semi-regular basis, with posts generated about once a month, with some slight variations (including
posting more than once per month, or skipping a month between postings. Bliss’ Facebook page has the
largest following of all social media channels with 8,600 likes. Facebook is actively updated multiple
times per week, and has strong engagement, with most posts generating about 20 likes, and with some
reaching over 50. The Facebook page is also aided by a complete and informative “About” section. Bliss’

Facebook has a wide variety of content, including pictures of client weddings, links to articles where they
have been mentioned, images of wedding venues and decor, as well as photography and mentions of other
businesses to foster a strong feeling of respect, gratitude, and reciprocity amongst other businesses in the
industry. Bliss also shares their blog postings from their website on Facebook to improve the site’s SEO
and encourage interaction with website. Bliss also has frequent posts to their page from other companies
and vendors tagging them, meaning that their page can be accessed by clicking through another business’
post.
Bliss’ Twitter has 1,250 followers, and has generated over 900 tweets. Bliss tweets multiple times
per week, and occasionally more than once per day. While engagement (in terms of favorites and
retweets) is low, many of the tweets link back to Facebook, where engagement is quite strong for a
business of its size. Some tweets also include photos unique to Twitter (not linked to another social media

site), or content generated only for Twitter. However, almost all photos and content link back to Bliss’
Facebook or Instagram account.
Bliss has a strong Pinterest presence, with over 2,000 followers, and active content generation
with over 5,100 pins. The content includes a gallery of client weddings, as well as photography of venues
for other Bliss events and parties. Bliss also has many boards dedicated to wedding decor ideas, dresses
and tuxedos, and bridal hair and jewelry that is not created by Bliss, and pinned from another site. The
main board, with over 1,000 pins, however, includes photography from actual Bliss events and weddings.
This board includes photos of venues, food and table settings, and floral arrangements.
Bliss’ Instagram has the smallest presence, with 580 followers and only 91 posts. While the posts
are not as frequent on this social media channel as they are on Facebook or Bliss’ blog, content is still
shared one to two times per week. Engagement is also steady despite the longer gaps between postings,
with most photos receiving about 20 likes. Most of the Instagram photos link to Twitter and/or Facebook,
and cover a wide variety of content, like the other channels, but with the added fun of trademark
Instagram filters. It is not clear if the photography on Instragram belongs to Bliss or from another source
that Bliss is sharing from. There is also no link from the company’s website to its Instagram account,
leaving many users likely with no idea that such an account even exists.
SQN Events

SQN Events uses the social media avenues of Facebook, Twitter, Pinterest and Instagram. SQN
does not appear to have a blog, as there is not one on the company website, or links to one in social media
tabs on the website. SQN’s Facebook page has a small following of over 1,600 likes. However, it does
have a complete “About” section, with links that enable conversions to be made directly from soc ial
media. Posts are very frequent, typically daily. Most posts are about client weddings, and some include
links to online publications that the company has been featured or mentioned in. Posts wishing old clients
happy “wedding weeks” or first or second year anniversaries are frequent, which create a true sense of
care for the client. SQN does not have any posts to its page by other businesses, friends, or current or
prospective clients. Most posts receive a small engagement of about five likes.
SQN’s Twitter has significantly more followers, at 2,500. SQN, like on Facebook, tweets very
frequently, with at least one tweet per day. It does not have a high engagement in terms of favorites or
retweets, but with over 4,000 tweets, it seems very likely that there may be mentions of SQN Events in
other company’s tweets, which do not appear on SQN’s page itself. Most tweets link back to another
avenue, such as Facebook or Twitter, however, SQN has over 300 photos, and most appear to be
generated by SQN itself, rather than shared images from another site, and unique to the Twitter platform.

SQN’s Pinterest platform is small has 704 pins and 493 followers. SQN, unlike Honey Bee
Weddings and other competitors, does not feature a gallery of client weddings. Rather, only one board,
“SQN Couples,” which features photography from SQN weddings. The board is very small with only 14
pins. SQN’s Pinterest page also includes several boards spanning all types of wedding decor, venues, and
bridal dresses. Most pins appear to be pinned from other users, making it unclear if pins are of actual
SQN weddings.
SQN has a strong Instagram presence, with
over 1,000 posts and nearly 700 followers. There is
often more than one post per day on Instagram. The
content includes images of couples, cakes, decor, and
more, with the addition of images of what the poster
is doing at the moment, so as to create a personal
feel. Instagram engagement is stronger than
Facebook, with most posts receiving about 10 likes
with some reaching over 20.
BCR Events
BCR has the smallest social media presence of all competitors, using only Facebook, Twitter and
Instagram. The business does not have a blog, or does not have one that is accessible from its website. It
has a small Facebook following, with 900 likes. Despite its small following, BCR frequently updates its
statuses, with photos of client weddings and venues, as well as links to different publications that the
business has been featured or mentioned in. Like Bliss Weddings and Events, many other businesses tag,
mention or post on BCR’s wall, creating a strong reputation and easier accessibility to the page by
consumers. BCR’s website only includes a link to its Facebook page, making access to its other avenues
difficult.
BCR’s Twitter is infrequently updated, at a rate of about once a week, with weeks where there are
no posts at all. Although relatively new (created in the early Summer of 2014) the page has a poor

following of only 30 users, and has only generated 12 tweets. However infrequently posted, BCR features
appropriate content, and mentions other businesses in its tweets, which is a common way of building a
social media following. However, a general lack of content does not allow the business to become visible
to the consumer.
BCR has a small following on Instagram, with 360 followers and 50 posts. This avenue is
managed in a similar fashion to Facebook, with updates multiple times per week, and features photos of
actual client weddings, including venues, floral arrangements and place settings. BCR’s photos, unlike
Bliss and SQN’s, are clearly
generated by the business, posted
by whoever happens to be at the
event. However, because BCR’s
Instagram is not linked to its
website, and due to its small
number of followers, it can be
difficult to find.

DIGITAL MARKETING AUDIT
Current Website
Positives
 On a computer, the website performs on each browser
 The “Contact” page is easy to pinpoint on the website
 There are some photos of events presumably done by Honey Bee
 Social Media links are easily found on each page except the homepage of the website
 The services Honey Bee Weddings provides are listed
 There is a way to sign up for updates from the blog
 There are clear titles and headers of each page
 On the “Buzz” page, most of the pictures link to the article where Honey Bee Weddings is mentioned
Negatives
General
 Once entering the website, the consumer is taken right to the blog, which does not have any call-to-actions
 The wording does not set Honey Bee Weddings apart from its competitors; it does not display the
value proposition
 No uniform theme throughout each page on the website
 The social media links do not include a link to their Instagram
 The website does not perform well on a tablet or any mobile device
 Contacting Honey Bee is a multistep process which may lose consumers
 No clear Call to Action on the website
 The services listed do not specify the uniqueness of Honey Bee Weddings
 There are not enough photos on the website to showcase their skills
 The photo gallery is on Pinterest, making users leave the website to see photos
Homepage
 The homepage does not have any information on it; the consumer must “enter” the website to find
out information
About Page
 The “About” page has descriptions of each employee in the company. However, it does not give any
information about the unique value each person brings to planning a wedding
Email Sign Up

 The email sign-up for blog updates is located under the advertisements and is quite small, allowing
some consumers to pass over it
 Signing up for blog updates is a multistep process (see “Email Marketing”)
SEO
 The website is not equipped for SEO
 Photos are not tagged properly for SEO
 Current Title, Meta, and Alt tags are either not unique or absent
The current website is created through Blogger and has some positive aspects, but there is much room
for improvement. The website needs to be mobile optimized to allow users to view it on-the-go. The
website needs to take advantage of keywords and relevant topics to raise its SEO (as of right now, it does
not appear in the first 10 Google Search results pages for “Chicago Wedding Planner”). This may be
because the current title tag is “Honey Bee Weddings,” the meta tag is “Blogger” and there are no alt tags
on images. Finally, the website needs a clear call-to-action. There are several weak call-to-actions on the
website, but it needs one clear way to get people to contact the business.
Honey Bee Weddings’ website metrics suggest an update is necessary. Currently, there are only
between 50-100 users a month and the leads from the website are scarce. This may be because the website
does not show the unique value of Honey Bee Weddings, making it forgettable. However, many leads
come from Yelp, where Honey Bee Weddings has excellent reviews. The bounce rate is approximately
60-75% and users only stay on the website for about 2-3 minutes. To contact Misse, the user must copy
and paste the email address into their own email. While this is one small step, some users be put off by
not being able to simply click an email hyperlink. Additionally, the photo of shoes on the “Contact” page
does not encourage users to contact Honey Bee Weddings. The “Services” page lists the basic services
Honey Bee Weddings provides, but it does not list any unique values they bring. It also links back to the
“contact” page, which then opens in an additional tab instead of reloading on the same tab the user is in.
The user must leave the Honey Bee Weddings website and go to their Pinterest page to view the
company’s portfolio. This leads the user away from the website, adding an additional step if the user
wants to contact the business. The “Buzz” page includes every outlet Honey Bee has been featured or

mentioned in. Almost every picture leads to the article it is mentioned in, with the exception of a few
websites. Some of the website photos just lead to the publication’s website , not the specific article Honey
Bee Weddings was featured in.
Email Marketing
Honey Bee Weddings does not have any
current email marketing initiatives. Currently, emails
are only sent when the Honey Bee Weddings blog is
updated. The website and blog are both run by Blogger,
which sends out emails when the blog is updated. Misse
does not know how many people are subscribed to this
subscriber list on through Blogger. The sign-up process
for email notifications is tedious and may dissuade
some consumers. First, the consumer must find the
sign-up bar under several advertisements and popular
posts. After entering their email, the consumer must
have their pop-up blocker turned off to view a pop-up
that asks for a cache code to be inputted. After entering
this code, the consumer then receives an email asking to
confirm if they wish to receive emails from Honey Bee
Weddings.
Every email has the same subject line, “Honey
Bee Weddings.” This does not distinguish each email
from one another or give the consumer a reason to open
the email. There are no clear call-to-actions in the
emails. Since emails are blog posts, they are filled with information. If the blog post is about an event,
there is no information on where to sign up for the event. Additionally, if there is a call-to-action in the

email, it does not lead back to Honey Bee Weddings. The call-to-actions all relate to different events or
trends in the wedding industry. However, the links in the blog posts all lead the consumer away from the
Honey Bee Weddings website.
Online Advertising
Online advertising can make a brand visible to potential customers who may not typically be
reached via organic search. Paid searches allow a brand to target specific demographic based on
keywords searched. Honey Bee Weddings has used online advertising in the past, but it did not drive
tangible results. According to Misse, Honey Bee Wedding’s online advertising endeavors included text
ads on Google, and were placed between October and February, which is peak engagement season
(Daniel, personal interview). Honey Bee Weddings’ main source of advertising has been through print in
Modern Luxury Brides magazine.
Social Media Channels
Currently, Honey Bee Weddings uses Facebook, Twitter, and Pinterest as its primary social media
platforms. Activity is currently inconsistent, however.
FACEBOOK: There are currently 895 likes on Honey Bee Weddings page since 2008 when they joined
Facebook, and Misse manages the page (Daniel, personal interview). Facebook posts are not engaging,
lack a call-to-action, and
almost all posts do not have
any likes or comments. Posts
are sporadic and range from
once a week to a few times a
month and consist of weddings
related articles and client
wedding photos. There are no
call-to-actions on the Facebook page or links that would bring people to their website or to sign up for

emails.
TWITTER: The Twitter page has
been active since 2009 and
currently has 941 followers and is
also owner, Misse’s, personal
account. The Twitter name is
“Misse Daniel” and the handle is
“@HoneyBeeWedding.” Tweets
range from several per day to few in a month. Tweets are about client weddings, articles, products, and
Misse’s current activities. There are few retweets, favorites, and dialogue between Honey Bee Weddings
and other users. As a brand, Honey Bee Weddings does not have its own Twitter account, which may
create a confusing image. Their Twitter account also does not have any call-to-actions that bring
followers to their website or to additional information regarding the company.
INSTAGRAM: The Instagram account has been active since 2012 but does not include photos relating to
weddings until early 2014. It currently has 309
followers, 132 posts and is following 92 other
people. The handle is “@honeybeeweddings” but
is not linked from their website. Honey Bee
Weddings shares photos from Instagram on
Twitter but not on Facebook. The photos relating
to the wedding industry are of events planned by
Honey Bee Weddings and showcases their ability
to coordinate luxurious events.
PINTEREST: Pinterest is Honey Bee Weddings’ most active social media page. They have 1,863
followers, 120 boards, and 2,097 pins. There are separate boards for several different client weddings,
personal fashion boards, and wedding industry related ideas. However, there are multiple other boards

that do not relate to weddings, including interior design and furniture, that may create an overwhelming
and confusing image.
YELP: Honey Bee Weddings has forty-six reviews on Yelp and a 4.5/5 star ranking. Most reviews speak
very highly of Honey Bee Weddings and the excellent work Misse and her team does.
BLOG: Honey Bee Weddings’ blog posts and updates are facilitated through Blogger. Blog posts are
inconsistent, ranging from a few times a month to every few days. Misse blogs about upcoming events
readers may be interested in, new fashion and wedding trends, and giveaways. Signing up for Honey Bee
Weddings email notifies the user of when the blog is updated. The blog posts are not tagged with any
keywords and do not link to any other sites.
Overall, Honey Bee Weddings’ social media is not reaching its fullest potential. It is targeted
towards entertaining clients rather than trying to gain leads or engage with potential customers. Their
followers are not interactive with the brand and there is no current social media timeline or strategy.
Content is not consistent and is not streamlined across all social media outlets.
Mobile
Currently, Honey Bee Weddings does not have a website optimized for mobile use. When
viewing the website, the homepage is disjointed and the title appears longer than the rest of the page.
Once entering the website, the blog appears to be optimized for mobile. However, the user cannot view
each individual page within the website. To view each page, the user must continually return to the

homepage and click each page they want to view individually. Therefore, if a consumer was on the
website, it would be difficult for them to find the contact page, which is the ultimate goal of the website.
None of the individual website pages are optimized for mobile. The most important page of the
website, the “Contact” page, does not fit within the screen of a mobile device, requiring the reader to
scroll to the side. Additionally, the user would need to copy and paste the contact email address or phone
number to contact the business. On a mobile device, this is much harder than on a computer and could
potentially turn customers away. The social media links work on the website, but do not open in the social
media apps. As most people use the app for each account, they will not easily be able to follow Honey
Bee Weddings. With consumers increasingly trending towards mobile browsing, the website needs to be
optimized for every device.
Email Marketing for Mobile
The blog update emails, while formatted to fit onto a
mobile device, are not easily readable and do not have a
defined call-to-action. When opening an email on a mobile
device, the subject line and company line at the beginning of
the email and title of the blog post are clear. However, the
text in the email is small and hard to read. As the email
updates are only blog posts, the text needs to be clear for the
consumer to read. Additionally, just like in the actual blog
post, there is no call to action for Honey Bee Weddings in
the email. In one email, the call to action does not relate to
Honey Bee Weddings and is located at the bottom of the
email under several pictures and additional text. Finally, the
photos in the emails open to a webpage of the photo, but do not take the consumer to Honey Bee
Weddings or any other website. The photos are also quite large in the email and sometimes there are
several photos in a single email, due to the fact that the email is the exact blog post sent to the consumer.

CRM
Honey Bee Weddings is currently using Streak as their primary CRM tool (Daniel, personal
interview). Streak is operated through the user’s Google email account and Google Drive. The tool tracks
all emails that are submitted to the website. It tracks all CRM activity and delivers it to Misse’s inbox.
Any additional information can be added by Misse. As Misse has her Masters in Information System, she
understands CRM and how to track it. This system and Misse’s experience with CRM ensure a positive
experience. However, since Misse does need to put in information herself, it does leave some room for
error.

SWOT ANALYSIS
Strengths Weaknesses
 Have existing profiles on Pinterest, Facebook
and Twitter: 1,863 Pinterest Followers
 Keywords "Chicago Wedding Planner" not
significant
 Has experience doing cultural weddings
(Korean, Jewish, Indian, etc.)
 No strong online portfolio, must be viewed
through Pinterest
 In Splendid Insights Wedding Report, regularly
gets in the top tier 15% (second to top tier)
 No visible business partnerships, some
visibility through additional links under
"Buzz"
 Only takes one wedding per weekend per
coordinator (time commitment to wedding)
 Too many Pinterest boards that are not
approachable or event-oriented
 Willing to meet at client’s specification  Social Media not optimized to gain leads
 Outstanding Yelp Ratings: 46 reviews, 4.5 stars  Site is not mobile or tablet friendly
 Not an assistant driven planner
 Web homepage does not say what business
does
 Does weddings of any size
 Service page on website does not say what
business does
 Appearances in several bridal magazines  High bounce rate
 Professional photography on website  Antiquated website design/layout
 Crowded blog feed
 Blogger site not SEO optimized
 Low engagement on social media avenues
 Time spent on unqualified leads
Opportunities Threats
 Consistency across web pages (themes, layout,
design, color scheme) for a more user friendly
site
 Multiple weddings and event planning
businesses in Chicago
 More video and photos from events on Twitter  Site is not engaging
 Highlight great Yelp ratings  Not mobile friendly or interactive
 Increase local SEO and get more links back to
site
 Limited call-to-actions
 Facebook engagement and more links going
back to website
 Need for unique and descriptive tags, captions
and descriptions
 Create original content  Needs targeted keywords
 Instagram followers to gain more potential clicks
to website
 Ways to get into top tier wedding (Splendid
Insights)

 Voice/brand consistency (personal vs. business)
on social media channels
 Waste of time with majority of Yelp referrals
(2 of 10 are qualified leads)
 More branded materials across social media
 Using Google ads during peak times of
engagement (October-February)
 Change to better CMS
 Add online profiles such as G+ and WANELO
 Get more into top tier weddings (Splendid
Insights
 More qualified leads

Marketing Objectives
1. Increase site visitors to 1000 per month
2. Achieve 20 leads per month through website contact form
3. Achieve number 3 listing on Google’s organic search for key search term “Chicago wedding
planner”

Segmentation Method
It is recommended that Honey Bee Weddings focus its segmentation strategy less on the
demographics of its targeted audience and more on the purpose of their messaging. Wedding coordination
services typically do not have a focus on retention, a distinct consumer segment, because there typically
are not repeat customers. Therefore, the business should focus its messaging more on awareness,
acquisition, and conversion of prospective clients. Social media and the Honey Bee Weddings blog
messaging should be segmented to drive awareness, building the image of the brand and its online
following, and aiming to generate leads and conversions by building a consistent, professional brand
streamlined across all social media platforms. Email marketing should be tailored to acquisition of
customers, sending informational emails to clients who have already expressed an interest in Honey Bee
Weddings by subscribing to their email list. Emails will function as a monthly newsletter, recapping blog
posts made in the past month. Because Honey Bee Wedding’s revamped blog posts will be tailored to
wedding-specific topics, sending emails to subscribers who have already expressed an interest in Honey
Bee Weddings will help to keep the business top-of-mind with prospective clients and drive conversions.
The redesigned Honey Bee Weddings website will serve the conversion segmentation strategy, as its
distinct call-to-action of encouraging visitors to fill out the form on the “Contact Us” will drive inquiries.

Marketing Strategies
The following marketing strategies are laid out to be used for Misse Daniels to implement with the
assistance of a social media intern, the team at Honey Bee Weddings, and a web designer.
MARKETING OBJECTIVE 1
Increase site visitors to 1000 per month.
STRATEGIES & IMPLEMENTATION
1.1 Improve Site Value Proposition
Honey Bee Weddings has a welcoming personality that is full of energy and willing to lend a hand. The
value proposition of the company is unclear on the website. In order to lead a clear brand identity to the
company the group suggests a value proposition and tagline. It is as followed:
Value Proposition
“Honey Bee Weddings offers a personalized Chicago wedding planning experience with an
energetic approach for the modern couple.”
Tagline
“Your wedding will never look like a ‘Honey Bee Wedding, it will look like your wedding.”
1.2 Redesign Website
Honey Bee Weddings is currently uses Blogger. It is recommended that the company transfer website
provider from Blogger to WordPress. Honey Bee Wedding already has a WordPress account under
HoneyBeeWeddingsChicago.WordPress.com. It is suggested that the company use this WordPress
account and host the site on BlueHost. WordPress allows full control over the website. The website can
be searched more easily and there are a variety of free plugins that work as accessories to help optimize
your website. WordPress also has full customer support. It is a more professional platform that has the
potential to attract more visitors, advertisers, and other partnerships. The platform allows full
customization once upgraded to a custom design account for $30 a year. For hosting space, Blue Host
starts at $3.95 per month.

WordPress Blogger
100% Control over your blog Free, powered by Google
Open-source. You have the ability to self-host a
website (Suggested to buy an annual hosting
subscription through BlueHost)
Blogger owns your site, essentially the website it
rented space to host a website
Unlimited Space 1GB Free Space
Modify and customize site Limited customization
Thousands of free themes Limited design selection
Endless plug-ins No plug-ins, must be coded
Full control over ads, can add affiliates and banner
ads
Only ad opportunity through Google, very little
control
In order to transfer the Honey Bee Wedding from Blogger to WordPress, the following reference sets up
the process to transfer the RSS feed into the new WordPress platform: http://www.wpbeginner.com/wp-tutorials/
how-to-switch-from-blogger-to-wordpress-without-losing-google-rankings/. Also reference
Appendix C.
Currently the website is not optimized on mobile. Once the site is moved to WordPress with a
custom website design, a custom CSS (Cascade Style Sheets) can be applied to a mobile theme. The CSS
allow the HTML formatted website to appear fitted for a mobile platform.
The brand color scheme, font, and design are inspired by the Honey Bee Weddings logo. These
specifications have been incorporated into the website redesign.
Color Scheme:
Background: Keep the current honeycomb background on the website.
HTML Hex Code: #FFCC33 | RGB (255, 204, 51)
Border Color: HTML Hex Code: #FFFF99 | RGB (255, 255, 153)
Background to text boxes should remain white: #FFFFFF | RBG (255, 255, 255)

Text:
Title Text Font: Courgette
Color: #FF6699 | RGB (255, 102, 153)
Header/Navigation Bar Text Font: Shadows Into Light Two
Color: #686868 | RGB (104, 104, 104)
Body Text Font: Vollkorn
Color: #000000 | RGB (0, 0, 0)
All of these fonts can be downloaded through Google Fonts.
Design: Forever by Automatic on WordPress. This theme allows for a clean vertical layout and is great
for displaying pictures with a clear navigation bar. A footer will be added with contact information such
as a phone number and email to get in touch with Honey Bee Weddings.
Hire a Web Designer
With a custom design account on WordPress, it is possible to update this all internally. However,
it is recommended to hire a web designer in order to have a faster turnover and move the Blogger blogs
into WordPress. A web designer would ease the mapping process of the domain name and get the
company’s site ready for use on WordPress.
Add Google Webmaster Tools
In addition to the usage of Google Analytics, Google Webmaster Tools should be set up through
analytics to improve the keyword reporting. This includes organic keyword searches, search engine
queries, and search engine results pages. This will allow for more detailed Google Analytics reporting.
1.3 Reconstruct Website Content
The new website copy will make the site easier to read, easier for Google to crawl through and
will ultimately have a clear call to action which will lead the user to contact Honey Bee Weddings. Please

see the WordPress website example and revised website content in Appendix D for the complete edited
copywrite.
The current navigation pages on the site are organized into “Home, About, Contact, Services,
Portfolio, Blog, and Buzz.” It is recommended that the “Home” page be edited to remove the “Enter”
button and include a brief description of the company and clear call to action. The “About” page should
be revised to “Your Chicago Wedding Team” in order to clearly describe the page content and introduce
the Honey Bee Weddings coordinators. “Contact” can be revised to “Contact Us” in order to reflect a
clearer call to action. “Services” can be worded more specifically as “Wedding Services.” The content in
“Buzz” can be shared in “Portfolio,” which will remain as a page in order to highlight the services the
company provides.
The order of the navigation bar on the website will begin with the purpose of the site and end
with a call to action from left to right. The progress will move from awareness to acquisition to
conversion and retention. That is, the suggested order of the revised navigation is: Homepage, Wedding
Services, Portfolio, Your Chicago Wedding Planners, Blog, and Contact Us. Reordering the pages on the
website will help to create a clear call to action on the website.
Current Navigation bar:
Revised Navigation bar:
Landing Page: Each page of the website should be changed to help build the site’s search engine
optimization (SEO) and design for a more organized website. The homepage needs to have a clear call to
action to entice the consumer to continue searching the website. It should state, in a few sentences, what
Honey Bee Weddings excels at and will lead users through the rest of the website. The landing page will

replace the “Home” page and will be navigated to by clicking the company logo at the top of the web
page.
Wedding Services: The Wedding Services page should provide a short description of the different
services available to inform users of the specifics of each service package. Additionally, keywords can be
used in this section to improve SEO.
Portfolio: The Portfolio section should be moved to the website, rather than on Pinterest. Making the user
leave the website and go to Pinterest, as the website is currently constructed, creates the risk of the user
not returning to the website.
Your Wedding Team: The About Us page should include shorter bios of each member of the Honey Bee
Weddings team, as the current amount of content on the page is long and overwhelming to the user.
Blog: The blog will be broken down into categories and have an engaging layout. This will be elaborated
in Marketing Objective 3, “3.3 Creating Blog Content.”
Contact Us: An interactive form should be implemented on the page. The page should include a short
introduction, and ask the bride or groom for their name, date of wedding, contact information and allow
them to add any additional information about themselves. This will make the contact page easy for the
user, and will allow them to submit inquiries without having to manually dial a phone number or leave the
website to compose an email. Additionally, it will help Honey Bee Weddings determine if they can meet
with the couple because they will immediately know if they already have that date booked for another
wedding.
Implement MailChimp
Email updates will be used to update blog subscribers. In the past, Misse has had difficulties
sending email marketing campaigns, as emails addressed generically to “brides” do not fit the desire of
customization for bride-to-be’s: the customers and direct revenue generators of Honey Bee Weddings.
Currently, Honey Bee Weddings emails are automatically generated when a new blog post is published
through Blogger, and are not personalized. The subject line remains the same (“Honey Bee Weddings”)
every time, and the email itself has no text besides what appears in the blog post. The current website

platform, Blogger, does not allow emails to be edited, making it imperative than Honey Bee Weddings
switches to a different email marketing system. For these reasons, Honey Bee Weddings should switch its
email marketing system to MailChimp, a free program that offers customizable, easy to use templates, has
features for creating sign up forms on websites and Facebook pages and a merge tags feature that allows
each email to be personalized to the recipient. Additionally, lists of contacts that use the website and
Facebook forms are recorded and housed in the MailChimp account and emails can also be manually
entered into the list. Once the list of current subscribers enrolled in Honey Bee Weddings emails is
obtained from the current Blogger website, it can be imported and permanently kept in MailChimp.
Separate emails should be sent when Honey Bee Weddings is offering a giveaway. MailChimp’s simple
user interface will allow such emails to be sent, rather than just emails automatically generated when new
blog posts are published, and will help to build customer engagement and brand equity of Honey Bee
Weddings.
Content: Honey Bee Weddings emails will
function as a newsletter and general update about
the Honey Bee Weddings business and blog posts,
and include a button that links users back to the
blog. The email itself should be short, 3-4 lines,
and should be a simple description of blog posts
made over the past month. All emails should
include live links to all of Honey Bee Weddings’
social media platforms. This email content, paired
with the revamped Honey Bee Weddings blog,
will deliver new, exciting, and relevant
information to users with a consistent time table.
Sample Honey Bee Weddings Email

Subject Line: All new emails should include a subject line that changes with every email and is
engaging to encourage open rates. Subject lines should avoid words that are often filtered into spam
folders, such as “free” or “don’t miss,” and should give a sense of what the email contains, in this case,
the topic of the blog.
Sample email subject line: See Where We’ve Been This February!
Enrollment Form: Signing up for Honey Bee Weddings emails should also be changed to encourage
more users to join. Currently, the process of enrolling in Honey Bee Weddings emails is long and has
multiple steps, including entering a CAPTCHA code. MailChimp allows for a simpler sign up process,
and can place the form on the Honey Bee Weddings site and Facebook page, increasing the number of
potential enrollments. Forms can also be completely customized to match the Honey Bee Weddings
brand, and include a message to users. Email forms should only require first name, last name, and email
address to decrease the changes of users abandoning the signup process due to a long form:
First and Last Name
Email Address
Sample Sign-Up Form

Sign Up Thank You Page: Once clicking submit, users should be redirected to a page thanking them for
their enrollments, and instructing them to active their subscription by clicking a link sent in a
confirmation email.
Sample Sign Up Thank You Page
Confirmation: MailChimp automatically generates and sends confirmation emails to recipients which
include a link for users to click to confirm their subscription.

Once users selected the “Yes, Subscribe Me to This List” button included in the confirmation email, users
are generated to a customizable thank you page. This page should be customized to match the other sign
up, and sign up thank you pages, and should contain a message thanking users for their enrollment.
Unsubscribe: The unsubscribe process should be just as simple for the user as the enrolling process.
MailChimp provides unsubscribe processes and pages, making the user experience simple and hassle-free.
The unsubscribe page should be customized to include a small paragraph reminding users of the benefits
they will miss if they unsubscribe from Honey Bee Weddings emails.
Sample Unsubscribe Page

Once users click the “Unsubscribe” button, they are automatically redirected to a MailChimp-generated
page confirming their unsubscription. An email can also be sent to the user’s email address that confirms
their unsubscription and includes a form where the user can select the reason why they have chosen to
unsubscribe.
Sample Unsubscribe Email

Achieve 20 leads per month through website contact form.
2.1 Add Website Call to Actions
The website call to actions (CTA) will primarily focus on contacting Honey Bee Weddings
through the contact form. The secondary action will be to subscribe to the company blog. Other actions
included on the site are social media follows and likes, reviews and contacting the company through
phone or personal email.
2.2 Increase Social Media Leads
Social media plays an important role in SEO and is a tool that can be used to generate website
leads. Having an online community creates a targeted group a company has a real-world connection with
and gives it the ability create targeted content for and connect with your audience. A strong social media
presence on Facebook, Twitter, Instagram and Pinterest with relevant, fresh, and engaging content which
includes links or CTA to web pages to generate leads. Remembering to engage with followers and having
a CTA that leads to a relevant landing page are two key tools to remember when creating content on
social media.
Messaging: Honey Bee Weddings is branded for the modern, luxurious bride. Its social media presence
must be active, engaging, and streamlined across all channels. The Honey Bee Weddings bride, or
prospective bride, enjoys modern luxuries, focuses on trends in decor and fashion, and enjoys a chic,
urban lifestyle. Although some individual channels may have slight variations in what content is shared
and how often, they should all have the same unified approach. Pictures of real weddings should be
shared to demonstrate Honey Bee Weddings’ capabilities in decor and accommodation, links about the
hottest trends in wedding, fashion, food and decor should be shared, and all posts should have an active
call to action. It is suggested that Honey Bee Weddings use event pictures, share exciting content such as
links to fashion blogs, wedding venue ideas, and links back to her own blog on her social media sites.

2.3 Social Media Platforms
Social media as a marketing tool can be used as an expansion of the client’s brand. The group
suggests some revisions to the current social media strategy in order to drive engagement and leads from
the social media platforms to client’s website. The following social media platforms are reviewed:
Facebook, Twitter, Pinterest, Instagram, Yelp and The Knot.
FACEBOOK | Facebook.com/HoneyBeeWeddings
The client’s current Facebook profile can improve on its engagement and information strategy.
Profile Picture: The profile picture should be easily identifiable. The group suggests that the font in the
current profile picture be a bolded cursive font which can be the same font from the website.
Cover Photo: The cover photo should display the events the team at Honey Bee Weddings has created.
The group suggests that the cover photo is changed at least every season in order to remain an up-to-date
display of the trends of the wedding industry.
Current cover photo

Sample cover photo
About: The current About tab has not been updated to Facebook’s new business page layout. The
information should be as informative as possible using the voice of Honey Bee Weddings. The following
should be included to the About tab description of the company:
 Start Info: 2007
 Address: Chicago, IL 60642
 Short Description example: Honey Bee Weddings provides Chicago wedding planning and
coordination tailored to the needs, style and preferences of the happy couple down to the last
detail.
 Company Overview example: Honey Bee Weddings offers a personalized Chicago wedding
planning experience with an energetic approach for the modern couple. Honey Bee Weddings is
Chicago’s premier wedding coordination services for the modern, luxurious couple. With a
promise to transform your vision of your wedding into reality, to create a wedding based on your
style, and to plan the wedding with a wide variety of services, Honey Bee Weddings is the
Chicago couple’s source for creating the wedding that you want.
 Description example: “Your wedding will never look like a ‘Honey Bee Wedding,’ it will look
like your wedding.” - Misse Daniels, founder.

Follow us on Twitter @HoneyBeeWedding #HBWeddings
Pinterest @HoneyBeeWedding
 Mission example: “Honey Bee Weddings offers a personalized Chicago wedding planning
experience with an energetic approach for the modern couple.”
 Phone: (773) 789-9233
 Email: Misse@HoneyBeeWeddings.com
 Website: www.HoneyBeeWeddings.com
Under the About tab, there is an option of including Milestones. This is a great opportunity for Honey
Bee Weddings to exemplify their work that has been published and milestones the company has met. The
website links associated with the Milestones are shown in Appendix E.
Example of Milestones
Date Milestone
2013 Elizabeth Anne Designs highlight HBW
2012 Style Me Pretty- Spiaggia Wedding publication
2012 New Wedding Essentials publication
2012 100 Layer Cake reviews Thu + Richard Wedding
2012 4.4/5.0 Rating on Wedding Wire
2011 Chicago Indian Wedding highlight
2011 Brides.com Real Wedding publication
2009 A+ Rating from The Everyday Bride
2009 Wedding Bee Vendor Review
2008 Honey Bee Weddings joins Facebook
2007 Honey Bee Weddings Founded
Photos: The albums on Facebook are used well to highlight real events the company has completed.
However, the last real wedding album update was in 2013. Photos and albums should be updated
regularly in order to actively update the Facebook profile. In order to maintain privacy with clients and
business relationships, the group recommends that albums uploaded are albums that are in the works of
being published, have already been published, or have clear permission from the client to be posted.
Timeline photos should be used in order to add diversity to the photos on the profile. It is recommended
that the photos have descriptive captions and tags in order to be optimized. Business partners and clients
relevant to photos should be tagged.

Example photo caption and tagging
Congratulations to the happy
couple @Courtney and @Erik. The
@Chicago Cultural Center
Reception was highlighted with
bright yellow roses in the brought
in a glowing light for this
springtime wedding. Thank you
@Danielle Aquiline for the photos!
#HBWedding #ChicagoWedding
Tabs: The Facebook profile currently has multiple tabs that are not needed. Timeline, About, Photos, and
Likes cannot be changed. Following that, Honey Bee Weddings displays a More tab that has Videos,
Notes, Events, Edit, and Twitter. By deleting all the tabs but the Twitter tab and adding a Pinterest tab and
Instagram tab the Facebook page will have more content generated by Honey Bee Weddings. This helps
connect the social media platforms to potential customers.
TWITTER | @HoneyBeeWedding
The Twitter account should be used as a company account. Misse largely controls the handle as
the display name is “Misse Daniels.” The group recommends that the Twitter handle be changed to
“@HoneyBeeWeddings” in order to be consistent to the website and other social media platforms. The
Twitter profile should highlight industry news, wedding insights from the company, and the voice of the
company.
Tweets: Tweets should be posted one to two times a day. Original photos and videos should be tweeted to
drive awareness of the capabilities of Honey Bee Weddings. Posts should mention appropriate businesses
and clients if possible to increase the likelihood of a retweet or favorite.

Hashtag: A general Honey Bee Weddings hashtag should be used in order to connect the multiple
wedding planners and clients. #HBWeddings is a specific hashtag to track the brand on Twitter. As a
general best practice, no more than two hashtags should be used in a post.
Sample Tweet
Lists: Twitter lists should be used to highlight past clients, business relationships, wedding bloggers and
wedding publications. Past clients can go under a list called “HBW Bride + Grooms.” The name of the
list can be generalized so it is not copied by competitors. For example a list name for Chicago vendors
could be “Chicago Businesses.”
Retweets and Mentions: With company-related tweets, the business should be involved in retweeting and
replying to mentions on a daily basis. Honey Bee Weddings should engage as a brand on Twitter in
conversations with industry related personnel at least once a day.
PINTEREST | Pinterest.com/HoneyBeeWedding
The Pinterest site is largely used to collect wedding ideas, highlight completed events, and
promote real weddings. The group recommends that the user name be changed to “HoneyBeeWeddings”
in order to be consistent with the website and remain on brand. The Pinterest page is full of wedding
inspiration. For this purpose, the group suggests that the profile picture be the Honey Bee Weddings logo,
rather than the picture of the current founder.

Current Pinterest profile picture Revised Pinterest profile picture
Current Pinterest profile description
My name is Misse. I am the owner of Honey Bee Weddings. I’m a wedding planner that is
obsessed with fashion and travel as well as weddings (of course)!
Revised Pinterest profile description
Honey Bee Weddings provides Chicago wedding planning and coordination tailored to the needs,
style and preferences of the happy couple down to the last detail.
Boards: There are boards for inspiration and boards for completed events held by Honey Bee Weddings.
For boards that are for weddings put on by the company, the group suggests the changes to the board title
follow a format: “Couple First Initials and Last Initial, Place of Wedding.” The weddings put on by the
company should be tagged in the description such as #HBWeddings order to easily identify Honey Bee
Weddings. The description of the board should describe the wedding and identify keyword or phrases that
describe the event.
There are also several boards that can be condensed and many that should be deleted. For
example, the “Shoes” and “Jewelry” boards can be combined onto a “Bridal Accessories” board.
Additionally, boards such as “Our Master Bedroom” can be deleted because they do not promote the
brand or fit within the Wedding Planning Industry.
The number of boards on the Pinterest page should be limited and reorganized because too many
boards may intimidate visitors. Real wedding photos are the most important boards to highlight because
they show the abilities of Honey Bee Weddings. However, it is recommended that any real wedding board
with less than 20 photos be moved to a generic “Honey Bee Weddings” board. This will help limit the
number of boards on the website but not the photos of the abilities of the company. A complete list of
Pinterest board recommendations can be found in Appendix F.

INSTAGRAM | @HoneyBeeWeddings
The Honey Bee Weddings Instagram profile picture should be changed to the Honey Bee
Weddings logo to remain consistent with the website and other social media platforms. The photos on the
Instagram should include sneak peeks of decorations, photos of bridal parties, vendors, real-time photos
during a wedding and any items being given away on the Honey Bee Weddings Blog. It should not
include of Misse’s children, as it is a company account and should only feature wedding related photos.
The photos should always tag the vendors used and the wedding couple if they are on Instagram (with
permission). The #HBWeddings hashtag should always be used and a specific hashtag for each couple
should be used as well. The couple specific hashtag allows the client and the guests of the client to engage
with Honey Bee Weddings on Instagram, creating a better brand recognition, as well as increasing
customer satisfaction.
Example Instagram post
Caption:
“This one of a kind cake from #FlourBakery tied together the colors
and the theme at the #IreneandJoshua wedding at the
@jameshotels! Photo cred @AmandaHein!”
YELP | Yelp.com/biz/honey-bee-weddings-chicago
Honey Bee Wedding coordinators should encourage their clients to write Yelp reviews, and
Honey Bee Weddings should respond to all reviews. Many people will seek out reviews of wedding

planners before contacting them, making positive and plentiful reviews critical. If there is a negative
review, it is important to respond right away and not to delete the review. Deleting negative reviews can
cause the reviewer to become angry and post on other websites about their experience, creating bad press
for the company. Additionally, it is important not to attack the reviewer on Yelp when responding to a
negative review. Attacking the reviewer may discourage honest reviews from other reviewers.
Positive Review Response Example
Hi <reviewer name,>Thank you so much for the review! I am so happy the wedding turned out
how you wanted it and you enjoyed your wedding!
Negative Review Response Example
Hi <reviewer name,> I’m so sorry to hear you are unhappy! It is my goal to make every wedding
I work on the very best. It greatly saddens me to ever have an unhappy couple. I will message
you so we can continue this discussion offline and resolve the problems.
Additionally, it is recommended for Honey Bee Weddings to respond to all comments currently
on the Yelp Page. Although some reviews are from many years ago, it is important to respond because it
is a positive brand voice. A simple “thank you” even a year later can remind couples why they chose
Honey Bee Weddings and encourage them to recommend the business to other couples.
Response to an Old Review Example
Hi, <reviewer name,> Sorry for the delayed response, I am catching up on my Yelp reviews now.
Thank you so much for the review! I am happy to hear you had such a positive experience with
Honey Bee Weddings and we helped make your wedding a day to remember!
THE KNOT
The Knot is a multi-media network for wedding professionals that connects businesses with
couples. It is suggested that Honey Bee Weddings creates an account and uses the platform to its fullest
potential to increase brand awareness and drive traffic to the website.The Knot allows for brides to write
reviews about a vendor or wedding planner and for consumers to engage with brands. According to the
website, 85% of consumers read online reviews to determine the credibility of business, and their website

reaches more couples than any other brand (Partner with the #1 Wedding Brand to Connect with Today's
Couples and Grow Your Wedding Business). By utilizing The Knot, Honey Bee Weddings will have the
ability to showcase their business to drive leads. The basic version is recommended, as it is free and
allows businesses to list key basics including photos, contact information, and honors and awards.
Hire Social Media Intern
In order to manage the multiple social media platforms and effectively drive traffic and influence
to the website, a social media intern should be hired.
Intern Job Description: “Honey Bee Weddings is seeking a passionate, creative and self-motivated intern
to join our team as a Social Media Intern. We are looking for someone who can work independently and
with a team and give 110% no matter the task. An intern that can speak the company’s voice is vital to the
success of the experience at Honey Bee Weddings. This is an excellent opportunity to gain experience in
the Wedding Planning Industry and social media marketing.”
Responsibilities:
 Social Media
 Assist in managing a social media presence
 Create engaging posts
 Maintain a content calendar
 Gain approval from supervisor on posts
 Interact with users in a professional and friendly manner
 Blogging
 Pitch blog topics to the Honey Bee Weddings team to maintain trending topics online.
 Edit blog posts and optimize every post for search engine optimization
 Any other tasks as required
Qualifications:
 Experience with Facebook, Twitter, Yelp, Pinterest, and Instagram
 Experience with The Knot a plus
 Experience with WordPress, Hootsuite and Google (Docs, Gmail, Calendar)
 College junior, senior, or recent graduate
 Self-motivated: must be able to complete tasks independently.
 Live in the Chicago area
 A positive attitude, a love of meeting in coffee shops, and most importantly, love weddings!
Places to Advertise:

 Internships.com
 Intern Match
 Indeed
 Ramblerlink- Loyola’s job website
 DePaul’s job website
 Columbia’s job website
 Northwestern’s job website
Create Social Media Content Calendar: As part of the role as Social Media intern, a social
media content calendar should be created in order to plan and organize posts ahead of time. See
Appendix G for Social Media content calendar example. Once the content is placed in the calendar
and edited, it will be transferred to Hootsuite for scheduling.
Implement Hootsuite: Hootsuite should be used at Honey Bee Weddings in order to integrate all the
social media platforms into one place. Hootsuite also offers analytics reports for the social media
platforms and allows for multiple team members to schedule posts. Hootsuite paired with a content
calendar will allow the company for a strategically approach on social media
(“Schedule.Manage.Measure”).

Achieve number three listing on Google’s organic search for key search term “Chicago wedding
planner.”
3.1 Boost On-Site Optimization
To achieve the number three listing in Google organic search, the Honey Bee Weddings website
should be redone to make it more easily found by Google. Additionally, a simple and organized website
allows users to better navigate the website and answer the call to action: contacting the business. To
achieve this, it is recommended that the website’s title tags, meta description, image tags and overall
content be changed.
Title Tags
Changing title tags will quickly improve the website’s search engine ranking. The title tag is what
appears when a user hovers their mouse over the top tab of the browser.
 The “Homepage” tag should be changed to “Top Chicago Wedding Planner | Honey Bee
Weddings”
 The “Chicago wedding planners” tag should be changed to “Chicago Wedding Planners | Honey
Bee Weddings”
 The “Services” tag should be changed to “Wedding Services | Honey Bee Weddings”
 The “Contact” tag should be changed to “Contact | Honey Bee Weddings”
 The “Portfolio” tag should be changed to “Wedding Pictures | Honey Bee Weddings”
 The “Blog” tag should be changed to “Wedding Blog | Honey Bee Weddings”
A full list of title tag revisions can be found in Appendix D.
Meta Description
The website’s meta description should be changed to help increase the website’s page ranking.
The meta description is what appears when a user searches online for Honey Bee Weddings. The current
meta description for Honey Bee Weddings is shown below.

The meta description should be short and reflect the company. Additionally, it should be optimized using
keywords, which will improve the website’s SEO and page ranking. The meta description should be
changed to:
“Honey Bee Weddings offers a personalized Chicago wedding planning experience with an
energetic approach for the modern couple.”
This revised meta description utilizes the keyword phrase “Chicago wedding planning” and portrays the
value proposition of the company, which can encourage users to enter the website.
Headers
Headers of each page of the website should be changed to improve SEO. Changing the headers to
include keywords and clearly distinguish the sections of the website will make each page relevant to
Google, and easier for the user to navigate. For example, the “About Us” header should be changed to
“Chicago Wedding Planners” to take advantage of popular keyword searches. Currently, the headers of
each page are not shown in the coding of the website. The new website, hosted through a premium
subscription to WordPress, allows headers to easily be added with a widget. Putting the header in the
coding of the website will make the site easier for Google to crawl through, making it more organized and
resulting in better SEO. A complete listing of header changes can be found in Appendix D.
Image Alt Text and Descriptions
The images of the website should all be given a relevant name, specifically using keywords, and
include a short description. When Google crawls through a website to determine its rank on the search
engine result page, it cannot read images. Therefore, the images need to have relevant titles and short
descriptions Google can recognize. Additionally, the pictures on the website should be updated to
showcase the abilities of the company.

It is recommended that new images for the website highlight the talents of the Honey Bee
Weddings coordinators and range of weddings done. Because the wedding industry is one that requires a
detailed portfolio to gain credibility, placing such photos on each page of the website will allow
prospective clients a glimpse of Honey Bee Weddings’ talents, and encourage them to continue clicking
through to the portfolio. New pictures with relevant titles for the “Homepage,” “Wedding Services Page”
and the “Contact Us” page can be found in Appendix D
Optimizing Keywords
In order for Honey Bee Weddings to rank higher in Google, keywords must be optimized within
the website. Wedding industry keywords are competitive, therefore unique keywords have been grouped
together and the long tail keyword method should be used to find the most best keywords that will
increase Google ranking. It is most beneficial to find keywords with low to medium levels of competition,
but that are also high in search volume. A sample medium competition keyword with a high search
volume is “The Wedding Planner.”
Since Honey Bee Wedding plans weddings only for clients who either live in Chicago or desire their
wedding to be located in the area, keyword phrases that include the term “Chicago” should be used.
Sample “Chicago” keyword phrases:
 Chicago wedding planner reviews
 Chicago wedding planner
 Online Chicago wedding planners
 Wedding planner websites Chicago
 Chicago wedding planner costs
 Chicago wedding planner companies
 Best Chicago wedding planners
 Chicago wedding planner blogs
 How much do Chicago wedding planners cost
 Top Chicago wedding planners

When entering keyword phrases, it is important to note that keywords must be relevant to the ad group
they are entered into.
3.2 Improve Link Building
Building relationships can benefit the online credibility of Honey Bee Wedding’s site. These
relationships can come from other businesses, publications, bloggers, and social media networks. The
more links that lead to your site from an external source can help Honey Bee Weddings rank higher in the
search engine results page. The more popular the site linking to the client’s site, the chances of increasing
the client’s page authority increases. Page authority is the likelihood of a site ranking in Google’s search
results (“What is page authority?”). Linking to topic-specific sites with long-tail keywords is also
important. For example, a long-tail keyword the client could use is “Best Rooftop venue to plan a
Chicago Wedding.” Linking content to social media channels and getting the link shared is also beneficial
to increase your website search results ranking.
How to Link Build
In order to effectively link build, the group suggests reaching out to bloggers in the wedding industry
as well as wedding-related industry, submitting content to publish, adding photos to wedding directories
and submitting the company to industry award recognition. Below are some ways to increase link
building.

 Anchor Text: Anchor text is the text visible to click a hyperlink. Anchor text can be used signal
the topic to the target page. This can be used for internal links and external links. Internal links
are links referencing a website page that is within the company’s website. An external link targets
an outside domain.
 Social Sharing: Relationships with vendors on social media can easily increase the exposure of
the business. Asking to share your social media page to businesses connected to the company can
increase traffic driven to your site. Links shared on social media help show the site’s popularity
and relevance.
 Compare Compe titor’s Backlinks: By using resources such as Open Site Explorer
(opensiteexplorer.org), the client can find where the competitor’s links are posted and use that as
a resource. This can be done by copying the website URL into the Open Site Explorer and going
to the left-hand side and clicking “Linking Domain” to find the competitor’s links.
3.3 Creating Blog Content
Consistently publishing new blog posts keeps websites relevant, fresh and updated, which search
engines consider when crawling the web to find websites that match keywords searched. The more
regular content is published, the more online “spiders” will search the Honey Bee Weddings site and the
higher it will rank on search engines. Blog content should be based on the keyword strategy created
during the SEO process to ensure that the website ranks for those key phrases.
The blog should also include links to other websites, blogs and internally to other pages within
the website and other blog posts. Keywords should only be linked once to a different landing page, as
multiple links are not recognized by Google. The following are guidelines to creating a blog content.
1. Posts should be published once a week. Once there is content planned and blog duties are
assigned, blog postings should become regular.
2. Blog posts should range from recaps and photos of weddings, giveaways and other wedding-industry
relevant news and events.

Honey Bee Weddings Digital Marketing Audit

Honey Bee Weddings Digital Marketing Audit

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