The Knot is the # 1 wedding website.
According to their website, The Knot “has inspired an estimated 25 million couples to plan a wedding that’s uniquely them.” Their parent company, The Knot Worldwide, merged with WeddingWire, becoming the largest wedding planning firm online.
Their brand continues to grow.
Wedding professionals often earn most of their money seasonally (during wedding season), so it’s important to invest in the right place. Is The Knot a worthwhile investment for wedding vendors? We’ll take a look.
Today we’ll cover:
Table of Contents
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Why The Knot is important to your business
The Knot attracts more than 13 million unique visitors monthly across the US via their platforms, tools, and resources. Their properties include TheKnot.com, their mobile apps, The Knot national and local wedding magazines, and The Knot book series.
Wedding vendors have access to customers via their subsidiary brands which include:
What makes their network significant is the fact that wedding vendors have access to customers beyond their wedding date. If you’re a professional, each of their sites gives you access to customers at their various stages of life.
Get married, buy a house together, start a family, plan for the future, etc.
They have more than 40 years of combined history and expertise and more than 6 million pro reviews on their platform.
Here’s why you need The Knot.
If you’re not using The Knot and their network of sites, you’re losing business to your competitors who are. This is more complicated than it sounds — according to The Knot’s Small Business Study, “70 percent of wedding businesses offer more than one product or service, with 89 percent serving other events in addition to weddings.”
Ignore The Knot, and you lose future business as well.
Who visits The Knot?
The obvious answer is, couples!
Couples of all stripes visit The Knot to plan their special day. According to their Newlywed Report:
Breaking the couples demographics down further, we see that certain similarities emerge:
Who are your competitors? In a nutshell, your competitors are other:
How The Knot compares to other review platforms
The Knot may be a niche platform, but its following is large, growing, and fiercely loyal. Both couples and vendors rely on The Knot and their platform. Here’s how their platform compares to large, mainstream outlets.
|# of Reviews||6M||177M||795.3M||?|
|Pages per visit||4.06||7.52||10.55||8.45|
|Traffic source||Search (59.40%)||Search (75.81%)||Direct (80.17%)||Direct (94.98%)|
Does this mean that The Knot is a poor resource for wedding vendors and professionals?
Their service is specialized, but it’s also incredibly popular. If you’re a local wedding professional, you need to be on The Knot. As a review, rating, and local listing platform, The Knot is too is simply too important to couples, your target audience, to ignore. Where do you start if you’re looking to get started with The Knot?
Let’s take a look.
What should your goals be on The Knot?
Your goals on The Knot are similar to mainstream platforms. These goals have their own set of requirements:
It would be best if you determined what your goals are ahead of time, before advertising on the site. Let’s take a look at how you go about creating your profile on The Knot.
Creating and advertising your profile on The Knot
Claiming your profile on The Knot is easy. Here’s how you do it.
1. Head over to WeddingPro.com
2. Fill out the form on the left, and a WeddingPro Strategist will contact you
3. You’ll see a confirmation message letting you know a rep from The Knot will be in touch.
Once a WeddingPro Strategist vets you, you’ll be given access to your vendor account. From there, you should be able to customize your vendor account. With your account you’ll be able to:
Add pictures about information, details, and reviews about your business.
You can also add contact info and information on your team.
How do you go about optimizing your profile on the Knot?
You complete the information on your profile fully. You fill out each section, focusing on the details that will provide your customers with the information they need to make an informed decision.
Customers can create a Knot account free of charge, but wedding professionals have four account options they can choose from:
You’ll need to determine which option is best for your business based on your locale, sales volume, and industry. The stronger your review portfolio, the better your results will be.
Requesting, tracking, and responding to reviews on The Knot
If you’re part of The Knot Pro, you can request and respond to customer reviews directly via your account dashboard via your website or the mobile app. Here’s a quick overview showing you what that looks like:
You can request reviews via the web or mobile app. If customers want to write a review for your business, they can take the initiative. Using this page, they can look you up and write their reviews on their own.
What’s neat about your reviews on The Knot is the fact that you can choose the top three reviews you’d like to feature first in your profile.
You’ll need the appropriate profile, of course.
There’s something you can do to amplify your business on The Knot. Vendors with strong review portfolios can qualify for “Best of Weddings” and “Couples’ Choice” Awards. This attracts even more customers to your business. The Knot tells you how you do it.
“In order to qualify for the 2020 Best of Weddings Award, you will need to collect at least 10 4- or 5-star reviews on The Knot between November 1, 2018 – October 31, 2019.
In order to qualify for the 2020 Couples’ Choice Award, you must collect at least 5 4- or 5-star reviews on WeddingWire between January 1, 2019, and December 31, 2019.”
Request reviews consistently, and you’ll have what you need to qualify for these coveted positions. Focus your attention on making couples extraordinarily happy, ask them to share their story, and you’ll have what you need to qualify.
Not sure how to request reviews from your customers?
Take a look at our comprehensive guide. I’ve created four review request templates you can customize for your industry, product, or service.
Your point-of-contact on The Knot
The Knot makes it easy for vendors to contact a Wedding Pro or customer support representative. Here are several ways to get in touch.
Are you a Local Vendor and have questions about your account? (vendors only please!)
Phone: 877-331-7752, press two at the prompt
Are you a Local Vendor who is interested in a listing on The Knot? (vendors only please!)
Have questions about submitting or editing a vendor review?
For more information, visit Review FAQs.
You can also contact The Knot on social media.
Goal tracking via The Knot Pro
You can track your profile performance via your account dashboard. All of the same options available to you on the mobile app are available via your account dashboard.
Using this dashboard, you’ll have a clear idea of the traffic, clicks, and leads your profile generates. You’ll be able to monitor visitor activity as it comes in.
Use The Knot reviews content to grow your business
The Knot is the #1 wedding website. They’ve inspired 25 million couples to plan a wedding that’s just for them. If you’re a wedding professional, their platform is a must-have tool to grow your business.
But the emphasis should be focused on reviews.
More than 300,000 of your peers and competitors use The Knot to attract new customers to their business. This is good news as the vast majority of customers use online research to find, reserve, and retain the customers. You can do it too.
Build your reputation on their platform, and you’ll find you have the tools you need to grow your wedding business on and off The Knot.