Why I Like The Knot in 2011

People ask me all the time, “Chris, should I advertise at The Knot?”

In a way, it’s a trick question. The reason it’s a trick question is because the first question you have to ask is: Is your current website working VERY well? Because if it isn’t, and The Knot drives high-quality traffic to your website, don’t blame The Knot if it doesn’t convert into inquiries or sales.

Here’s why I like The Knot in 2011:

1) Brides Know Who They Are

The Knot is probably the best known brand in the online wedding planning space. Combining a solid offline/print brand with their online presence pretty much puts them ahead of their competition. Sure Brides Magazine (.com) is well-known too, but while they were trying to figure out the Internet several years ago The Knot pushed right past them, and in my opinion, they’ve never caught up. “Catching up” on the Internet is always hard to do.

2) They Have a Lot of Traffic – Real Brides and Grooms

There are thousands of wedding planning websites and blogs online but I’d guess most brides visit The Knot sooner or later. There is a lot of valuable and very helpful content. Great content builds repeat visits. In other words, ”fish where the fish are.”

3) High Quality Traffic

While the actual numbers are never released (monthly visitor sessions), or I’ve never been able to find them, it’s pretty clear to me, based on reviewing hundreds of Google Analytics accounts this year, that The Knot is a good source of high-quality traffic. High-quality traffic is the most likely to convert into inquiries, phone calls, and ultimately sales at your website.

4) Visibility

It’s a good thing when brides see you advertising at The Knot (.com) and it builds your brand and increases your online influence factor (OIF).