Underrated + Underused: Why Google, Reviews, + Email Still Outperform Trends

This post is inspired by a recent episode of the What Couples Want podcast, featuring Allison from Made in Marketing, where we unpacked the quiet systems that influence booking decisions long before an inquiry is sent.

There is a reason some businesses stay consistently booked without chasing every new platform, format, or algorithm update. It is not because they are louder. It is because they are clearer.

While trends cycle quickly, couples and clients still rely on a few foundational signals to decide who they trust. Google search results. Reviews from real people. And communication that continues after the first moment of interest. These are not flashy strategies, but they are the ones quietly influencing decisions long before an inquiry is sent.

This post breaks down why Google, reviews, and email remain some of the most underrated and underused marketing tools for service-based businesses, especially in the wedding industry, and how they work together to drive bookings without burning you out.

The decision happens before the inquiry

Most business owners think the inquiry is the beginning of the sales process. In reality, it is closer to the end.

By the time someone reaches out, they have already searched, compared, and eliminated options. They have looked at your website, read your reviews, scanned your Google presence, and decided whether you feel legitimate, consistent, and trustworthy.

This evaluation phase often happens quietly. Couples save vendors into notes apps, browser tabs, shared documents, and group chats. They revisit profiles multiple times. They notice inconsistencies even when they cannot articulate them.

This is why so many vendors feel visible but not chosen. They are present on social media, but the supporting systems that reinforce trust are either incomplete, outdated, or misaligned.

When Google, reviews, and email are weak or unclear, couples do not always eliminate you consciously. They simply move on.

Why Google is still the foundation

Google remains one of the strongest intent-based platforms available. When someone searches for a photographer, planner, or vendor, they are not browsing. They are looking for answers.

A well-optimized Google Business Profile does more than help you appear in search. It communicates legitimacy. Your business hours, service areas, photos, reviews, and activity all signal whether you are active, reliable, and established.

For a deeper breakdown of how Google visibility impacts real booking decisions, this topic comes up often in the educational work we share at North + South Agency, especially for service-based businesses navigating search, reviews, and long-term visibility.

Many creatives set up their profile once and never touch it again. That is where opportunity is lost. Google rewards consistency and clarity, not constant posting.

Simple actions make a difference. Updating photos quarterly. Posting occasional updates. Keeping service areas tight and accurate. Responding to reviews with intention. These small signals add up over time and shape how your business is perceived.

Reviews are trust shortcuts

Reviews are not just testimonials. They are decision accelerators.

When couples compare vendors, reviews help them answer questions they may not ask directly. Is this person professional. Do they communicate clearly. Do they follow through. Are they worth the investment.

This is an area Allison works with extensively through Made in Marketing, helping businesses build review systems that feel natural, consistent, and aligned with the client experience rather than awkward or forced.

What matters most is not perfection. It is presence. A steady flow of recent reviews signals reliability. Thoughtful responses show care and accountability. Even neutral or critical reviews can build trust when handled with clarity.

Many business owners avoid asking for reviews because it feels uncomfortable. Others ask inconsistently, often long after the experience has faded. A simple, repeatable review request process removes friction and keeps your social proof current.

Email is where decisions mature

Social media creates awareness, but email supports decisions.

When someone downloads a free resource, joins a waitlist, or signs up for updates, they are raising their hand. What happens next matters more than the download itself.

We see this play out repeatedly in the strategies we teach and implement at North + South Agency, where email is treated as a trust-building layer rather than a sales blast.

Email allows you to stay present without being overwhelming. It gives you space to answer common questions, share context, and reinforce what makes your business different. It also gives potential clients time to warm up before they are ready to commit.

The most effective email systems are not aggressive. They are intentional. A short welcome sequence, clear next steps, and occasional touchpoints can make the difference between interest fading and interest converting.

Evergreen strategies outperform trends

Trends promise speed. Evergreen strategies create stability.

Google, reviews, and email are not exciting because they do not change often. That is also why they work. They compound over time. A strong review base builds authority. A clear Google presence reinforces credibility. An email list becomes an owned audience that is not dependent on algorithms.

When these systems work together, they support your business even when you are not actively posting or selling.

What to focus on first

If you want to strengthen your marketing foundation without adding more to your plate, start here:

• Review your Google Business Profile for accuracy and clarity
• Create a simple, repeatable process for requesting reviews
• Audit what happens after someone joins your email list

You do not need to overhaul everything at once. Small, consistent improvements in these areas create momentum.

The bigger picture

Being booked is rarely about doing more. It is about being easier to trust.

Google, reviews, and email are not outdated. They are the infrastructure that supports every other marketing effort you make. When they are aligned, your business feels steady, credible, and intentional.

Trends will continue to change. The businesses that last are the ones that invest in what works quietly, consistently, and long term.

If you are feeling stretched thin by marketing but still want better results, these are the systems worth revisiting.

If you want hands-on support cleaning up your Google presence, reviews, or email workflows, you can explore Allison’s work at madeinmarketing.co.

For education and strategy around visibility, trust, and long-term discoverability for wedding vendors and creative businesses, you can learn more here.