The Tipsy Guest | Wedding Tips for the Modern Couple!

EP. 31 Your Social Media is Sending the Wrong Message to Potential Clients!

Marco Buenrostro Season 2 Episode 31

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0:00 | 29:51

Ever wondered why your beautiful Instagram posts aren't converting to bookings? The answer might lie in who you're actually talking to.

Dusty from Poppy Lane Floral Designs joins host Marco Buenrostro to reveal how she transformed her social media strategy after a brutal wake-up call: she was creating content for DIY brides who would never hire her. This simple realization helped her grow from 500 followers to nearly 2,000 qualified prospects and complete 81 weddings in less than two years - all starting as a "zero money startup."

Through candid conversation, Dusty unpacks the psychology behind effective wedding industry content creation. She explains her five-pillar content strategy that maintains focus without confusing potential clients, the optimal posting schedule (with hard data showing how just three days offline cut her reach in half), and the subtle engagement techniques that turn venue tags into booking inquiries.

What sets this episode apart is the tactical specificity - from exactly what time to post (8:00-8:45am) to how collaborative reels can multiply your views twentyfold. You'll learn why commenting on venue posts creates a pipeline of inquiries, how to handle potential clients who follow you, and the surprising reason you shouldn't post your weekend adventures alongside your business content.

For wedding professionals tired of social media that doesn't convert, this episode delivers a masterclass in strategic digital marketing that focuses on quality over quantity. The insights apply whether you're a seasoned vendor or just starting your wedding business journey.

Ready to make your social media actually work for your wedding business? Grab your favorite drink and join us for this game-changing conversation.

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Speaker 1

Welcome to the Tipsy Guest Podcast. I am your host, marco Buenrostro, and every week I'm here with the top industry experts, amazing clients and all my vendor BFFs to bring you the best tips, advice and juicy behind-the-scenes stories to make wedding and event planning a breeze. So grab your favorite drink and let's get this party started. Hey guys, welcome back to the Tipsy Guest. I am Marco, your host, and today I have Dusty from Poppy Lane Floral Designs with me.

Speaker 2

Hello hello, Hi. I'm so excited to be here, Girl.

Speaker 1

I am excited. We've been talking for months and months and months to get you in here and I know you know we have our busy seasons and I'm finally able to have you as a guest.

Speaker 2

Yes, I'm so excited. I know Spring was so busy. I really think every time we talked, I was like oh, now I'm booked, now I'm booked, now I'm booked, booked. So I was like this summer, let's make it happen.

Speaker 1

So here we are yes, thank you so much for joining me today. And, guys, today we're going to be talking about something really, really cool, so of course, you know we're going to be talking flowers, because that's that's what you do, yes, but I know you are an expert and I have to tell you I am obsessed with your social media game. Oh my God, it is on point.

Speaker 2

Thank you. I worked really hard to familiarize myself with social media, so thank you.

Speaker 1

Yeah, so that's what we're going to be talking about today. We are going to be discussing everything social media, how to make your Instagram feed look amazing, how not to confuse people with what you post, when to post, like all the cool stuff. You know and this is of course. You know this. This could be catered towards our couples, but then also the vendors you know our vendors out there that listen to the show. This is going to be a master class on what to do with your social media to make sure that you're attracting the right clients, right yes, exactly, All right.

Speaker 1

So first let's talk about your business. Please tell our listeners what you do, how long you've been in business. We want to hear about your company first.

Speaker 2

Okay, so I started my business in 2023. I was working in corporate America for construction companies for 10 years and I just knew that I had a creative side and I wanted to do something with it. How much my business has grown in the past two years was literally not even in the realm of my brain capacity. I was thinking it was just going to kind of be a little hobby job and when I first started out, I actually didn't even want to do weddings. I was like you know, I'll just make like little flower arrangements here and there for baby showers or, you know, valentine's Day, whatever. And I was like I don't think I want to go into the wedding industry. It just seems really hard. But I think that that was probably just my confidence. Um, because I knew that there's so, so many amazing floral design companies in central Texas and I think I was just a little bit intimidated.

Speaker 2

Um, and then a friend that was a wedding planner took a chance on me and asked me if I would be interested in doing flowers for one of her couples. I said yes and after I pulled out of the venue that day, I was like that's it. Wedding industry is where I belong. I'm like it is bougie, like people love everything pretty. It is fun, it's like such a fun world to be in with all of the vendors and the clients. I was like that's it. I'm not doing anything else, we're only doing weddings now. So that's what we do two years later only weddings. Um, I think to date, my last wedding in the spring was number 81, um, since I started in 23. So I felt like that was a pretty big number, and then, of course, I'll hit over 100 by the end of the year.

Speaker 1

So that is so cool. Congratulations, thank you thank.

Speaker 2

So we specialize in bold, fun flowers. I love color. Obviously, I love a classic moment too, but I always say, like, white flowers don't have to be boring. So if you want that classic palette, let's add some spice to it. Make it a little bit, you know, a little bit more than just white and green and just make everything fun.

Speaker 1

I think that is part of the. Whenever I go to your feed on your Instagram, I think that is exactly what's like speaking to me when I'm scrolling through your stuff. Yeah, the colors, like everything is so vibrant, everything is so like beautiful and fun. I mean I guess the key word right there is fun. Yeah, so I mean we love our modern couples. You know somebody that wants to take a risk and showcase a pop of color and that goes so. You know, like the classic style. I mean, of course, classic is very elegant, it's beautiful.

Speaker 2

Stunning.

Speaker 1

But I always love when couples have fun with their flowers, with decor in general, with the color palettes they select for their weddings.

Speaker 2

It's so cool, I absolutely love that, yes, and I know um, color is it's really trending right now. So that has really worked in my favor on, you know, the message that I was trying to put out in the clients that I was trying to attract, um, but I think it's really cool to try to maybe not necessarily match the flowers all the way to the palette. So, for instance, if they want orange and pink, like let's throw in maybe like a butter yellow or a coral, like let's make it a little bit more than just orange and pink. So that's my favorite part of the creativity process is kind of opening the client's eyes to like what the possibilities are that go with the whole theme of the wedding.

Speaker 1

Absolutely love it and, oh my God, OK. So I want you to tell our listeners where they can go see all this stuff that we're talking about. Where can they find you on social media?

Speaker 2

I am on all social medias, primarily Instagram, and my handle is hey Poppy Lane H-E-Y, like hey girl. And then I'm also on Facebook Poppy Lane Floral Design, tiktok. Hey Poppy Lane Threads. Hey Poppy Lane Threads is a wild space for wedding vendors. I don't know if y'all have been there before, but it can be a little overwhelming, really. Yes, all right, good to know.

Speaker 1

Honestly, I downloaded it when it first came out, but then I was like I don't need to be on all these different things, you know, because whatever you post to instagram automatically gets posted to to thread. So I was like you know what? I don't even need to go be in there, I'm just gonna. Whatever I post on instagram, it's gonna be over there for whoever's following me there. But yes, I'm like no. Like right now, for example, like we're watching love island and and I have a little group chat, you know, with my Love Island people and they always send me threads about it. And I'm like don't stop sending me threads, just send me the Instagram or the TikTok, like, like, just, you know whatever. And they're like just download it again. So I guess, now that you're saying this, I guess it's my sign to download it again.

Speaker 2

It gets very spicy over there. Wedding vendors seem to be very opinionated on threads. I want to tell them like hey, you might want to calm it down a little bit, because your clients can see that when they Google you. But yeah, there's some opinions on threads.

Speaker 1

I'm going to download it again today.

Speaker 2

I'm sure your algorithm will be just like mine and it's just going to be full of wedding industry stuff.

Speaker 1

Which is good. That's exactly what I need, absolutely.

Speaker 2

I'm like, well, let me go on threads and see what the tea is today.

Speaker 1

Oh, my God Speaking of tea. Let's get started with this. I mean people, at least for me. You know, with my photo booth business, I get a lot of events from Instagram. I am very active. I'm always posting about, you know, the weddings that we do. We do stories, we do reels, we do posts Like. We try to share everything because that's what couples want to see.

Speaker 2

They want to see real weddings.

Speaker 1

They want to see behind the scenes. They want to see, like you know, what they can potentially get if they hire us as well. Right, so I want you to want to make sure that your social media game is always on point. How did you get started with being so good, you know, on doing that?

Speaker 2

well, I was. I will say, um, I'm chronically online. I probably scroll too much, but I think that it came to a benefit for me because I quickly recognized, when I decided that's what I'm going to do, full steam ahead weddings and events. I was still working my corporate job and I started this company, zero Money Startup, and I had zero brand visibility. The only people that knew about me were my family and none of them were getting married. So I was like OK, we have to do something quick. What is an easy way I can start getting my brand out there? That doesn't cost anything, it only cost my time.

Speaker 2

And I knew that social media was the key on that TikTok Instagram, like immediately. Key on that TikTok Instagram, like immediately. So I started kind of researching myself and the algorithm is kind of forever changing what, what they push out, you know. So I was really thinking. I was like, okay, I'm going to need to invest a little bit in this because I really want to learn it. I don't want to just be throwing stuff out there and hoping that it lands. I want to know that what I'm doing in the time that I'm investing on this, because our time is also an investment and I was spending a ton of time on on working on my social media. So I ended up joining um.

Speaker 2

My business mentor has a social media class it's called digital profit Queens, and I joined the class and immediately snap Like. She viewed my Instagram and I remember the following day she was holding holding a class, a live class online, and I have known this lady forever and she's built multiple seven figure businesses, so I knew I was in the right hands. And she looked at my Instagram and she was like okay, I normally wouldn't do this, but I am going to call you out because I know you want to move this along quickly. She was like the first thing I see is the first mistake you're making. And I was like what is that? And she said you're posting tips and tricks for DIY brides. She said are you trying to attract a DIY bride? I said well, no. And she was like okay, so you're posting, trying to get a lot of clicks because you know that that's going to go a little bit more viral, because people want to learn how to do things for free, but you're not going after a client.

Speaker 1

You're not going to get business from it Right.

Speaker 2

So she was like, why are we doing this? Why are we wasting our time talking to DIY clients? You need to be positioning yourself to the client that you want to see in your world. And I was just like, oh, oh, my gosh, okay. I was like, so do I delete everything and start over? And she was like, no, just here, start with this.

Speaker 2

And so she had like a little 30 day, pretty much bootcamp, like a 30 day bootcamp to follow, and that was about a year and a half ago. So I started with that and when I started with her I had like about 500. And when I started with her I had like about 500 followers, I think, and that was probably mostly for me promoting it on my personal pages, and then now I have right under 2000. So I grew a lot and it's good growth, it's actual clients, it's vendor friends, it's not just a bunch of people that are right. And I think that that's one thing that people get really caught up on is how many clicks, how many views, how many followers do you have, when really that does not necessarily matter, because you're only trying to reach your specific client? So if 200 people are viewing my reel and I book one wedding off of that. To me that's amazing.

Speaker 1

Oh yeah, for sure.

Speaker 2

So I think that that's one thing that you know. When you start a social media page, you're like I need to get to 10,000, or I need to do this, or I need to do that, and you really don't. You just need to have your message out there that attracts your clients.

Speaker 1

So what do you think is is? I guess consistency is definitely something that you have to be very aware of. You know, to make sure that you don't confuse people. Yes, what are your thoughts on on on, I guess? I guess at the beginning you used to do that. Of course, you change your ways of posting, but what are your thoughts on, for example, vendors that offer all kinds of services? Do you think they should have an account for each of the services that they provide? Let's say I'm just going to put an example out there let's say, for example, you are a wedding planner but you also offer I don't know DJ services and bartending services and photo services and, I don't know, rentals or whatever. Should they have individual accounts or should they just start throwing everything in the same one? Would people get confused? How would that work better?

Speaker 2

I think it is a little bit confusing when businesses and companies have so many different things going on, but I think that you can run it all under one account as long as you're really sticking to a plan. So, for instance, with my business, poppy Lane, I have my five content pillars that I talk about. So obviously we post about weddings that we've done at venues and recap. So recap is one of them. One of them is bold and bright designs. One of them is how to make the most and maximize your budget. That's really important to me educating the clients, you know, on transition pieces and stuff like that. So I have my five pillars set out.

Speaker 2

I think, if a business is offering multiple things under one umbrella, to make each thing a pillar and maybe one week talk about pillar one, the next week talk about pillar two. Don't post about your photo booth in the morning and then your DJ service in the afternoon. It's just going to get congested and you're not going to be known for one thing. You need to make sure that you're sticking long enough with one item, that that's what people are recognizing, before you move on to the next.

Speaker 1

Okay, okay, I like that. And then what do you, I guess? Do you think posting once a day is good, twice a day, like what's the best time to post, I guess, with the algorithm like what works better for when you're trying to promote your wedding business?

Speaker 2

I think that I've tried posting at different times of day. For me personally, if I make my post in the morning, that stays pretty consistent with views. If I post really late at night, hardly any views. Or in the middle of the day when people are working not really On the weekends I've noticed that my views are pretty low. So I just stay consistent. I schedule all of my content out, which is another hole, another that's another hill that we'll climb on another day.

Speaker 2

But I have mine set anywhere from like 8am to 845. And I kind of go like eight and then Tuesday 815. And just kind of keep it all right there. I figure you know people get to work, they get settled in, maybe scroll a little bit before they, before they get busy for the day. So that's what I like to do. Definitely consistency. If you are not showing up, you basically just become irrelevant. Online posting one time a week is not going to work. I would say max or minimum four.

Speaker 2

Okay, okay for sure, and I actually just noticed over the past weekend because I did not post July 4th, 5th or 6th and my reach went from 60,000 to 29,000 in those three days.

Speaker 1

Wow.

Speaker 2

Yeah, so it was a significant drop. I was like wow.

Speaker 1

Wow, wow, wow. And how? I guess, right now that you mentioned that you schedule your post, do you? I guess? How? How far in advance do you schedule? Or?

Speaker 2

It just depends on how busy I am during wedding season it can get a little. You know I'm scheduling maybe a couple of days out. Right now in the summer, I have everything prepared for this whole month. I haven't recorded everything yet, but it's all there Now. The only thing I will say about scheduling as a vendor obviously, weekly we're getting new content, we're seeing new things and I'm like, oh, I want to post this one instead, so I might go in and you'll see me double post that day, ok yeah, I was going to ask you if you ever like you know you already have your stuff scheduled, but then you're like you know what I want to post this other thing.

Speaker 2

Yes, I will double post. Or if I see something that I feel like I need to talk about and I'm kind of a little bit of a yapper, so I do a lot of direct to camera talking videos If I see something on threads that I feel like I need to put, give my opinion on or something, I will go ahead and make a second video for that day and talk about it. I don't really see that that. It doesn't mess anything up. If anything, you know you're just adding more content to your page for your clients, and I think that that's the most important part is you have to be consistent, stay relevant.

Speaker 2

I believe it was the Knot came out with like 2024 statistics and they say that couples are looking online, researching wedding vendors for six to eight hours a week. And so younger millennials, gen Z, where are they looking? They're not looking on Google, they're looking on social media. So you need to stay consistent. So you are constantly showing up on their feed. So every day when they're getting on and they're doing their scrolling and they're looking for you, you're there, yeah, and then you just need to make sure that through your content like no trust. So you want them to trust you, you want them to like you and you need them to know you.

Speaker 2

So anyone can post a picture of a bouquet. Flowers are beautiful, right, and of course pictures when I post my wedding galleries, when photographers share them with me, that goes over very well. People love to see that. But as a new client coming in, if everything is just there, still photo, I think this younger group that we have coming up getting married they want to see like, who are you as a person who's going to be with me at the wedding day and I just made a post about that the other day Like a florist, for instance, I'm there pretty much all day long. So they need to make sure that we kind of vibe, you know.

Speaker 1

Yeah, no for sure. So do you think posting? Of course, you know business-related stuff, which would be the main thing, but then should you also get personal, um, you know, like with day-to-day things that you do. Uh, what are your thoughts on that?

Speaker 2

like just wedding vendors posting about their personal stuff. Personally, for me, I don't really feel like that fits my brand and what my content pillars are, I will will do behind the scenes or day in the life content, but I do that on my stories. So sometimes on the weekends I will do starting at five o'clock in the morning, like this is at 5am, you're getting married at five, this is what I'm doing, and then what am I doing at nine? What am I doing at 12? All the way up to when we're back at midnight cleaning up. So I will do that, but I typically only do that on stories.

Speaker 2

That's really pretty much the only like live stuff that I do and I think that, as far as posting that I'm going out with my girlfriends to have an espresso martini, that's for my personal page. So that's just me personally. Everybody, you know, has their own thing, but that's how I feel about it, okay, okay.

Speaker 1

All right, and then have you noticed that you get more engagement, I guess, like on a regular post, on a carousel or a reel or a story Like what do you think works best?

Speaker 2

You know when you're trying to promote you as a business.

Speaker 2

For clients. It's going to be reels, kind of showing installs or talking about hot topics in the floral world. A lot of people, you know the term repurpose is thrown around so much in the floral world like how can I repurpose my flowers and whatever. If I talk about something like that, that's very relevant in what people are wanting to know. That's popular with clients, popular with my vendor, friend community and networking wise. I think it's more educational content, like my carousels, which is also super important.

Speaker 2

So at the same time, when we are thinking about posting on social media for our clients, we also need to be engaging with our friends on social media too.

Speaker 2

Especially and this is what I was doing when I first started and I think it worked really well for me is I knew the venues I wanted to work at.

Speaker 2

I wanted to work at Hotel Emma I wanted to work at. I wanted to work at Hotel Emma, I wanted to work at Kindle Point in Burney and so I would go and I would engage on their stuff, because when clients are looking at their page then they see me on there and I know for a fact it worked, because some of my clients would tell me I would be like how did you hear about me? And they would be like, oh, I saw you commenting, so I went and looked at your page. I was like, oh well, it's working. So that part, I think, is also really important and something that I think people kind of forget about because it's all directed to the clients. But we also need to be marketing ourselves to the rest of the industry, because we all refer each other and I mean I personally. I feel like my leads come from Instagram and from referrals I don't know about you.

Speaker 1

Yeah, no same thing. It's always so interesting to like right now that you mentioned that you know with the different venues, because it yeah, that's how it works. I work at Kendall candle point all the time and it's so funny because, like, for example, when I do weddings there and we post a story, you know that we're there at a wedding. Then you know we tag the candle point yes, then they reshare the story and then all of a sudden I'm getting like new follows from, like brides or you know, from couples, and then I go to their insta their instagram.

Speaker 1

And then, yeah, they're engaged. So they, you know, they saw me on the on the venues um story. So now and then, yeah, they're engaged. So they, you know, they saw me on the on the venues um story. So now and then I'm like, okay, just wait, just wait a day or two and I'm going to get an inquiry from the person that just followed me because they saw me. And it happens all the time, all the time.

Speaker 2

That is exactly how that works and I think it's so beautiful. I think another thing that we can do is, you know, invite as a collaborator, so I shoot a lot of my own content. I have one girl that helps me all the time. She shoots content for me when we're setting up. Sometimes we're not shooting content of anything besides the flowers and our setup, but I'll, you know, span of the venue and put together a really pretty reel. Ask the venue if they want to collab on it. Some do, some don't, which I understand. They have their own posting. But those collab reels they can help both of us out so much. Collab reels can have 20, 30, 40,000 views where my just regular posting, without collabing with anybody, is 1,500, 2,000. So that's beautiful, especially when we can work together on social media?

Speaker 1

yeah, absolutely, I love that. And then when you um, I guess what, right now, what you mentioned, that you know like commenting on people or venues, or you know like tagging, uh, other vendors, what about clients? Do you think it's appropriate? Let's say, for example, if you know a new couple starts following like the bride normally it's the bride, you know they go and follow you Do you automatically follow them back or do you not and you just go like some of their posts? How do you handle a new follow from a potential client?

Speaker 2

I follow them back.

Speaker 1

Right away.

Speaker 2

And I engage with their content. I'm like they followed me for a reason. Let me let them know that I know they're here and engage a little bit. I honestly still have some clients on my social media that didn't even choose me. They chose somebody else. And then I see their wedding day and I'm like, hey girl, yeah, that's how I get too. I'm like, hey, girl, yeah, that's how I get to. I forgot that it was your wedding today. I'm like, well, obviously you didn't go with Poppy Lane, but anyways, yes, I definitely follow back. Let them know that I'm there. I'm active on social media and I see that they're there and they're welcome.

Speaker 1

Yeah, I love that. I do the same thing Like the moment I get a follow from a, from a potential client, I automatically the first thing I go like is their engagement photo. Yes, that is the first one I go like and sometimes even comment. And then, yeah, just I don't know, either that same day I get a DM or they know, you know, they go to my website, they fill out an inquiry form and I'm like OK, that name looks familiar and yeah, I go on my Instagram and it's the same person, so yeah, that's pretty cool.

Speaker 1

I love to stay active. I mean people like to see real weddings.

Speaker 2

Yes.

Speaker 1

You know, like they want to see what you're up to. They want to see, like you know, what kind of flowers people are using. They want, I mean, they want inspiration and I feel like when you're active, the way you are on social media, I think that inspire, that. That inspires people like you know, potential clients, other vendors, you know, because sometimes us as vendors, you know we can be very organized with certain things but then we can be very unorganized with other things and I do honestly feel like some vendors out there have no clue how to run their social media right. It's so confusing sometimes and then I guess, you know, sometimes you have. I mean, we as vendors, we talk to each other all the time, either at events or on social media, and sometimes I'm always honest with people.

Speaker 2

I always ask.

Speaker 1

I'm like hey, I'm like, what kind of clients are you trying to get? And you know, they tell me. And then I'm like, well, why are you posting these other things? Like sometimes I see them posting like Funny memes and just like stupid stuff and I'm like You're not attracting the client that you just told me you want to attract. Yeah, that's a hard. No, yeah. So I'm like you need to be better about posting and you know, keeping your social media consistent. So everything that you've told us today, I mean that is great, great information. Thank you. I know a lot of our vendors out there are going to be excited that they get to hear all these things, because sometimes I I do feel like vendors feel shy, that they feel embarrassed to to ask another vendor to collaborate on a post, or sometimes they don't, or you know what. Something that annoys me so much. Now that we're talking, this is the moment that I that I love that we're gonna. We're running out of time here, but I just want to put it out there.

Speaker 1

You know when, when a vent, not necessarily a venue, but a vendor in general, they tag almost everyone in the wedding except for us. Oh no, yeah, I'm like at least for me with the photo booth business. I see them, they tag the DJ, the floral, the planner, the venue, the decor people, but then they leave the photo booth out. I'm like, hey, we were a big part of the night.

Speaker 2

Yeah, you're like hey, that photo that you took in my photo booth. You better tag me before you upload that Seriously.

Speaker 1

So I guess this is just a little you know tip for our vendors out there. If you're going to be tagging vendors, make sure you tag everyone.

Speaker 1

You know like we all work so hard for this wedding and let's help each other you know, let's tag each other and make sure you know that we show people that we were a team for this particular wedding. It's so annoying when they don't do that. Sometimes I just let it go, but sometimes I'm like no, like I really want to be part of this post because it was such a beautiful wedding.

Speaker 2

It was. So most of the time I don't personally go tell them like hey, tag me, but what I do?

Speaker 1

is like I go comment on the post and then like two seconds later they tag yeah, no-transcript. So just, you know, just a little PSA for our vendors out there.

Speaker 2

Yeah, super important and honestly it only helps. It helps you, it helps your friend, it helps everybody involved, so definitely a good tip.

Speaker 1

All right, boo, so we are out of time.

Speaker 2

Thank you so much.

Speaker 1

All the information you gave us is incredibly helpful. Thank you, so thank you for you know, for finally making it out here and thank you for having me, and I'm sure we'll have you again at some point. And I mean, I feel like I can talk to you for hours and hours and hours, and every time I talk to you I get some good scoop. We gossip, we talk, we, you know, it's just always so fun.

Speaker 2

Yes, for sure, I enjoyed being here and I would love to come back.

Speaker 1

Awesome. Thanks to our listeners and we'll catch you next week. Bye, thanks for listening to the Tipsy Guest Podcast. If you know someone who could benefit from these tips, spread the love and share it with them. Don Spread the love and share it with them. Don't forget to subscribe and leave a review. Next round's on us, same time, same place. Cheers. This podcast is brought to you by MVP Photo Booth. No-transcript.