As a former graphic and web designer, it was drilled into me early on that consistency is everything when it comes to branding. By remaining consistent, you get the same look and feel across, whether you're handing out a business card, showing off your website, passing out brochures or sending an email newsletter. Just like it's important to be consistent in our photographs, it's just as important to be consistent in our branding and marketing. Develop brand guidelines Your brand should ultimately be driven by one thing — YOU. It's up to you … [Read more...] about Photography Marketing: Consistency in branding
Photography Marketing Column
Photography Marketing: Beware of scams targeting photographers and models
I don't know about you, but when I receive a new client lead over email, I have a mini woo-hoo! moment. As photographers, we try so hard to market ourselves and get the word out there about what we do. But what happens when things go sideways, and when everything isn't as it appears? Recently, I was contacted for a photoshoot. Multiple emails and hours of preparation later, I learned it was a scam. Sensitive information has been blurred due to the legit parties getting involved in going after the scammers. Initial communication and … [Read more...] about Photography Marketing: Beware of scams targeting photographers and models
Photography Marketing: More ways to get the word out
A few years ago, I wrote a piece on how to find your first client, and how to get the word out about who you are as a photographer. Things like sharing your photos, communicating with past connections, volunteering and more are great ways to get your work out there as a photographer. Now that you've landed your first client, what else can you do to gain even more clients? Build that portfolio Even if you don't have clients, that doesn't mean you can't start building your portfolio. If you're interested in photographing portraits, grab some … [Read more...] about Photography Marketing: More ways to get the word out
Photography Marketing: Supplementary services for the slow season
As a corporate event photographer, January and February is undoubtedly one of the slower parts of my year. During this time I do a lot of reflection and preparation for my business, so I'm ready to go once spring hits. But let's be honest, we all need some income. The bills don't stop. This year, I was asked by an ongoing client to create some graphics for the headshots I had just taken. The client wanted me to come up with social media and web graphics that they could use for their promotions. So I got down to work. Relying on my experience … [Read more...] about Photography Marketing: Supplementary services for the slow season
Photography Marketing: Asking for a review
in previous columns, I've discussed the importance of getting reviews, especially on platforms like Google and Facebook. So what's the best way to do it? How do you ask for a review without sounding desperate? Why are reviews important? Reviews on both Google and Facebook are important because they help build your reputation. Whether it be a simple star rating or an in-depth recommendation from a client, having these is important as you continue to build your business. Whether it's the case or not, having no reviews might show that you're … [Read more...] about Photography Marketing: Asking for a review
Photography Marketing: Using Instagram stories and highlights for a mini-portfolio
Instagram is a powerful tool, and one that I use on a daily basis. While posting and seeing everyone's photos as you scroll down your feed might be great (and fun), there are actually some other tools within the app that can help enhance your profile. Take one that I just updated — Instagram Story Highlights. These are those little circles you see on people's profiles. You can use this to save past Instagram stories, whether they be video or stills. This is a great way to show off your work, in a sort of mini-portfolio of sorts. For me … [Read more...] about Photography Marketing: Using Instagram stories and highlights for a mini-portfolio
Photography Marketing: Five resolutions for the New Year
Happy New Year! As photographers, we often look to the future when it comes to our business. We think of booked sales, potential repeat clients and more to fill our calendars. Maybe you always take yearly photos of a family in your neighborhood or rely on several events that you're consistently hired for on an annual basis. While this is great to have, things can change with the snap of a finger, meaning you need to think of creative ways to pick up more clients. Below are five resolutions to get your marketing going into 2019. 1. Get … [Read more...] about Photography Marketing: Five resolutions for the New Year
Photography Marketing: It’s OK to say “No”
As I enter into 2019, I've begun to have to turn away some clients. While I still say "Yes" to a majority of my clients, with my busy schedule, I've had to say "No" a few times. It's undoubtedly something every photographer will have to say at some point in their career, often multiple times if you're doing it right. Saying "No" isn't a bad thing — in fact, it shows progress and maturity in your photographic career. When it's OK to say "No" The most common time I say "No" is when I'm already booked for something. This happens in the busy … [Read more...] about Photography Marketing: It’s OK to say “No”
Photography Marketing: Justifying your rates
A few weeks ago, I saw in a Facebook post that someone had complained about the cost of photographers. After all, for a person who makes an hourly rate of $15, why should they pay a photographer $200 an hour, or $3000 for a wedding to "just click a button?" We all know what goes into photography, but most of the general public doesn't. Sure, there's the time that's involved on-location or in-studio that you spend with your client. But there's also the time that the client doesn't see. Post-processing, traveling, communication, preparing for … [Read more...] about Photography Marketing: Justifying your rates
Photography Marketing: 10 client gift ideas to cap off the year
This year was the first year I've done client gifts for the holidays. For me, it was a chance to say "thanks" and have them remember me as they head into their holiday season, and most importantly, into the new year. Holiday gifts can be a great marketing tool, no matter what you choose to give. Beyond the holiday card that you send in the mail, think of giving your most appreciated clients something a little special. Here are 10 ideas to get you started: Playing cards This is the route I went with because I often have multiple contacts at … [Read more...] about Photography Marketing: 10 client gift ideas to cap off the year
Photography Marketing: How to enhance your Google presence without Google+
For my very first marketing column, I wrote about how to get listed in the Google "yellow pages," or rather, have a professional-looking listing on its search pages. While that recommendation still holds true, the process has been expanded upon recently, to hopefully ease the burden that businesses might feel after Google+ meets its demise. If you took my recommendation and got listed on Google, you probably know about Google's My Business website and app. This is a dashboard that shows your website traffic performance, searches, reviews, … [Read more...] about Photography Marketing: How to enhance your Google presence without Google+
Photography Marketing: Gift ideas to boost your business and marketing
With Cyber Monday officially here, now's a great time to take advantage of some deals to help your photography business grow. Below are a few of my favorite tools for photographers, and some of them have some great Cyber Monday savings! Now's the time to finally invest in that customer relations management tool (CRM), much-dreaded accounting system or legal tools that you need to push your business ahead into 2019. Be sure to check out all of our holiday deals and ideas in our Holiday Gift Guide. Studio Ninja My choice for workflow … [Read more...] about Photography Marketing: Gift ideas to boost your business and marketing
Photography Marketing: Know your platform
As photographers, we spend a lot of time sharing our images and trying to market ourselves on social media. It's no secret that we spend about 20% of our time actually photographing, while the other 80% is spent on our business. In order to be effective on platforms like Facebook and Instagram, however, you have to know the platform. And you have to know your audience for those platforms. Facebook When Facebook was initially launched in February 2004, its audience was clear. It catered specifically to college students. But two years … [Read more...] about Photography Marketing: Know your platform
Photography Marketing: What Flickr’s changes mean for photo sharing
When I first got started in photography, I was constantly on Flickr. I uploaded all my photos there, browsed tons of groups and crossed my fingers that some of my work would make it to the coveted Explore gallery. While I'm no longer active on the service, I know several photographers — amateurs and professionals — who use Flickr on a daily basis. It's a great method of sharing your photos and getting feedback from the photography community at-large. It can even help in terms of showing off your work to clients. By Flickr changing its … [Read more...] about Photography Marketing: What Flickr’s changes mean for photo sharing
Photography Marketing: Are leave-behinds effective?
Last Sunday, I was in Brooklyn to photograph the Brooklyn Bridge with a few other Photofocus authors after PhotoPlus Expo. As we sat down to enjoy an amazing ice cream cone from Brooklyn Ice Cream Factory (seriously...best ever!) we stumbled upon this flyer taped to the side of one of the freezers next to where we were sitting. It got me thinking — how can leave-behinds be effective? Understand your audience Now, obviously this flyer wasn't meant for us; it was meant for locals in the Brooklyn area. Because the mini session was … [Read more...] about Photography Marketing: Are leave-behinds effective?
Photography Marketing: Goals, mission statements and increasing sales
Towards the end of each year, I have a look back at the past year and see what's worked, and what hasn't. There are a number of factors that go into this, but ultimately it starts with a lot of numbers. Did I bring in enough income, and exceed that which I made last year? Did I bring on enough new clientele, while continuing to work with ongoing clients? Based on these answers, I come up with some goals, which help me know where I need to put my marketing efforts. Defining your goals While the most obvious goal involves money, there are … [Read more...] about Photography Marketing: Goals, mission statements and increasing sales
Photography Marketing: How to completely ruin your Facebook marketing
As business owners, it's important that we're active on social media. It gets our name out there and lets prospective clients more easily find us. But there are a few guidelines that every business should follow — especially when it comes to photographers and videographers and their business presence on the world's largest social network. Post political opinions Before the 2016 election, one of my local pizza joints posted heavily on its Facebook page about how it was "all for" a certain political candidate. The business trashed the opposing … [Read more...] about Photography Marketing: How to completely ruin your Facebook marketing
Photography Marketing: Now’s the time to prep your plan for 2019
It's October. And while it's not the end of the year yet, many companies are already seriously thinking about and making plans for 2019. Most companies start their budget process for the next year in October and some do even earlier, so now is the perfect time to get in front of your clients. Here are a few ideas to get you started. Highlight a fall or winter promotion In your regular communication with clients, it might be a good idea to come up with a fall promotion you can offer them. For instance, I offered $50 off corporate headshots for … [Read more...] about Photography Marketing: Now’s the time to prep your plan for 2019
Photography Marketing: Getting ready for your next conference
October is full of different conference opportunities for me, so as I start to take care of the usual client communication (not to mention deciding what to pack), there are a few marketing items that are on my list too. Business cards This is the most obvious thing, and it's one that many photographers forget to bring. Business cards are a tried but true method of getting your name out there. You can use these to network with not only other photographers but also exhibitors, instructors, and others at the conference your attending. Make … [Read more...] about Photography Marketing: Getting ready for your next conference
Photography Marketing: Respond, respond, respond
Last week, I photographed a two-day conference for the State Bar of Michigan. It was filled with education seminars, an awards banquet, networking events and more. But what stood out to me was the opening keynote. Here's the thing. When it comes to communication and responding to inquiries, many of the same rules for attorneys also apply to photographers. Responding is the most important thing you can do All times of the day, it's important to be able to respond to inquiries. These days, potential clients contact you not only by phone and … [Read more...] about Photography Marketing: Respond, respond, respond
Photography Marketing: Is there a market for an Uber-like photography service?
The other night, I stumbled upon a post on one of the photography groups I follow on Facebook, that discussed an Uber-like photography service called ClapperX. Marketing itself as the "Uber for Videographers & Photographers," ClapperX seeks to match clients with photo and video professionals. While not quite like Uber's on-demand service, ClapperX makes it easy for clients to hire photographers and videographers on-the-fly. I saw pricing as low as $25 an hour for "enthusiastic" event videography. ClapperX is different from Thumbtack … [Read more...] about Photography Marketing: Is there a market for an Uber-like photography service?
Photography Marketing: Stay true to your brand
When it comes to your photographs, we can often be sucked in into new looks, driven by social media and creative filters and looks on social media platforms like Instagram and Flickr. But while it might be enticing to try some new looks for your images, it's ultimately more effective for your marketing if you stay consistent to your brand's image. Why those filters are so "cool" If you spend any time on Instagram, you'll see a plethora of different looks. You see the everyday public put them on their images and you see all the likes that … [Read more...] about Photography Marketing: Stay true to your brand
Photography Marketing: Keeping your promotion going during the busy season
I'm about to enter my busy season — an entire month of shooting non-stop, sometimes with multiple events a day. Sometimes even multiple full days in a row! I wouldn't have it any other way. While having photoshoots lined up is great, and that ultimately means cash in your pocket, there can be a few unintended consequences. Things not related to your current photoshoots can fall by the wayside rather easily. If you have a plan in place in advance of your busy season starting, you can avoid this from happening, and keep your promotion going … [Read more...] about Photography Marketing: Keeping your promotion going during the busy season
Photography Marketing: Not available for a photoshoot? Refer, refer, refer
With fall on the horizon, I know that I'll undoubtedly have conflicts where I can't accept every single photoshoot out there. I'm not a large enough operation to have a full-time assistant shoot it, but I still want to take care of my clients as best I can. Offer referrals to your clients when you can't be there It's already happened twice in the past month — I had to refer other photographers to clients for upcoming events because I was already booked. When a client reaches out and you can't make a photoshoot, my immediate response is to ask … [Read more...] about Photography Marketing: Not available for a photoshoot? Refer, refer, refer
Photography Marketing: Selectively choosing where to put your efforts
Earlier this year, I considered entering a large art competition. I had an idea, support behind me in terms of executing it, and thought I could deliver it without a hitch. It was going to be a large-scale photography piece that would be installed on the side of a building. The problem? I underestimated what it would take, and after taking a step back, decided to pass on the opportunity. It's challenges like these that make us better as creatives and as entrepreneurs because we ultimately have to decide what's best for our business. And … [Read more...] about Photography Marketing: Selectively choosing where to put your efforts
Photography Marketing: Tackling SEO for photographers
You can have the greatest website in the world, but if it's not optimized for search engines, it'll get lost in the shuffle. Integrating best practices for search engine optimization (SEO) will not only help deliver your website to a higher number of people — it'll also get you some new leads that you wouldn't otherwise have. What do you want to be known for? More important than your name or your company's name for that matter, is knowing what you want to be known for. Are you looking to become a well-known wedding photographer? How about a … [Read more...] about Photography Marketing: Tackling SEO for photographers
Photography Marketing: IPS, the face-to-face sales model for photography
It seems like the In-Person Sales model (IPS) is taking the photography world by storm. Catering to photography genres like portraits, weddings, and families, this sales tactic is a full-service photography experience where you guide the client all the way from planning the shoot to selecting what artwork and size will look best in their home. Because I focus on corporate photography, I reached out to my friend, photography business coach and IPS Mastermind instructor Mark Rossetto to share his insights. What is IPS? A good restaurant … [Read more...] about Photography Marketing: IPS, the face-to-face sales model for photography
Photography Marketing: Create a free online portfolio
Facebook and Instagram are great social media platforms to build excitement about your images, but should not be used as an online portfolio to send your clients to. Some don’t have an online portfolio because they don’t have the budget or skills to build a website nor the desire to maintain a WordPress site. Here’s how to create an online portfolio showcasing the very best of your images and the best part, it’s free! Why have a portfolio? An online portfolio should be a collection of your very best images to showcase your skills as a … [Read more...] about Photography Marketing: Create a free online portfolio
Photography Marketing: Prompt delivery is key
As an event photographer, I'm always asked after a photoshoot when I'll be able to deliver images to clients. In today's social media driven world this is important for clients, so they can show off their event to their followers. With the corporate event clients I work with, I have standard delivery times, but I promise to deliver event photographs within 48 hours. Nine times out of 10, my turnaround time exceeds what the client expects or desires, so it just adds to the positive experience they have with me. Have a reliable workflow I've … [Read more...] about Photography Marketing: Prompt delivery is key
Photography Marketing: Never become satisfied
A few years ago, I met someone from my church who ran a graphic design agency. While our meeting wasn't work-related, it was good to pick his brain a bit and hear some of his stories. He told me that, years ago, he had put all his eggs in one basket. He had one main client and hired 10 people just to work on that client. It was a major chain in the midwest, and it covered 90% of his company's overall income for the year. Then that company changed leadership and went with a different agency. He had to lay off almost all his staff because … [Read more...] about Photography Marketing: Never become satisfied
