When I first met photographer and business coach Mark Rossetto last year at WPPI, I was intrigued. As a successful portrait and wedding photographer, he had shifted into helping thousands of other photographers in his home base of Australia and across the world, to grow their own businesses. Last year I had a personal coaching session with him, in which case I saw the number of jobs I was getting skyrocket. That has paid off, as my bookings have continued to increase this year at a rapid rate. This year, Mark came out with the Master Your … [Read more...] about Photography Marketing: Master Your Marketing with Mark Rossetto
Photography Marketing Column
Photography Marketing: Getting caught up
For a little over two years, I've worked to bring you photography marketing tips and tricks to help boost your skills in not only dealing with your current clients, but how to capture new ones along the way. I've visited such topics as website content and design, social media, networking and more. With 101 columns behind me, and a few others written by some Photofocus colleagues, I thought it would be a great time to look back at some of what I think are the most helpful tips. The new yellow pages — having marketing success with Google Read … [Read more...] about Photography Marketing: Getting caught up
Photography Marketing: A world without likes
At Facebook's F8 developer conference last week, the company confirmed what had been rumored the past few weeks. Instagram "Likes" may very well be going by the wayside. That's right — like counts on Instagram photos, as well as views on videos, will start to be hidden for users as a part of a test in Canada. In other words, some of the self-satisfying gratification that we have all become accustomed to on the world's most popular image sharing network, might be in jeopardy. While you might not be able to show off the number of likes you get … [Read more...] about Photography Marketing: A world without likes
Photography Marketing: Sometimes it’s not about the photos
You might have the best photos in the world, but be struggling to get jobs. Sometimes it's not about the photos. Instead, it's about the experience. Backstory This past weekend, I suffered an injury while assisting fellow Photofocus author Tracie Maglosky at the PhotograpHER workshop in Muskegon, MI. It made it question whether I'd be able to make it through a six-hour event the next day. While I did decide to push through the injury, there were a few things I did to keep my client informed and make sure that any adjustments that would have … [Read more...] about Photography Marketing: Sometimes it’s not about the photos
Photography Marketing: The number one thing you need to check on your website
In my line of work, I visit a lot of photographers' websites. Whether it be for inspiration, to find wedding referrals (no, I still don't photograph weddings) or just browsing the 'net, I undoubtedly visit photographers' websites on a pretty regular basis. If I like their work, I usually want to check out their social media feeds, specifically with Facebook and Instagram. But nearly half the time, I encounter the same problem. You haven't updated the placeholder links on your website Yep, it sounds silly, right?!? But I come across a ton of … [Read more...] about Photography Marketing: The number one thing you need to check on your website
Photography Marketing: What’s important to you?
I've written a lot about what we should do for our clients, and how we should go about our day-to-day business as photographers. But there's another piece to the puzzle that's equally important — that doesn't involve pricing, sales, licensing, printing or anything else. And that piece is you. We all got into photography for one reason or another. For me, I was stuck at a job that I no longer enjoyed, and I wanted to "break free" from the 9-5 daily routine. I wanted to spread my creative wings, so to speak. I wanted to do things on my … [Read more...] about Photography Marketing: What’s important to you?
Photography Marketing: The pricing conversation
I've heard it too many times. Nightmare stories around pricing — a client understood this, we never talked about that and on and on. While pricing is often hard to talk about with clients, it really shouldn't be. When everything is clear, it either works for them, or it doesn't. Here's how to avoid that grey area. DO NOT list your prices on your website Here's the thing. If you put all your packages on your website, you're immediately narrowing your client base. You might be too expensive for some of them or look too affordable for others … [Read more...] about Photography Marketing: The pricing conversation
Photography Marketing: Top 5 design tips for a professional website
As a former website designer for more than 10 years, I find that I'm qualified to let you in on a few design tricks. Let's be honest — websites have to be kept up on in terms of not only their content, but their design, too. If you have a website that looks outdated or is difficult to use, you're less likely to have potential clients go beyond your homepage. And while we can't all have the most amazing website on the internet, there's a few things that we should definitely do. Use awesome, elaborate fonts Nothing shows our expertise more than … [Read more...] about Photography Marketing: Top 5 design tips for a professional website
Photography Marketing: When to go all-in and be a photographer full-time
Over the past few months, I've met with a few up and coming photographers in my area. Some of them I've known dating back to my college days, others have reached out to me and asked for some advice out of the blue. You might think I'm crazy, essentially educating what could at some point become my competition. But here's the thing. Despite many photographers gripping to their business strategies to no end, not wanting to share their "secrets," there's no reason why we can't share our knowledge with others. Teaching others is not showing your … [Read more...] about Photography Marketing: When to go all-in and be a photographer full-time
Photography Marketing: Capture what you love, share what you take
In today's world of photography businesses, we can often find ourselves with the "need" to expand our services. If our bread and butter are corporate portraits, we might wander into the family session arena. Or if we enjoy photographing corporate events, we might even start to photograph (gulp) weddings. While this might mean more income, it won't mean that you'll be doing more of what you enjoy. Think about when you got into this business. Did you start photographing because you enjoyed it? Or just so you would make a paycheck? The risk of … [Read more...] about Photography Marketing: Capture what you love, share what you take
Photography Marketing: What to do in a saturated market
I hear it all the time. "My market is so saturated with photographers," or "I can't set myself apart from my competitors because there's so many of them." It seems like at least once a month, I hear a complaint about how saturated a photographer's local market is, and how they can't find any jobs because of it. Instead, they're forced to work another job, putting photography on the side or keeping it as simply a hobby. Here's the thing. You CAN make photography work for you. You just have to put in the effort. Talking about competition What … [Read more...] about Photography Marketing: What to do in a saturated market
Photography Marketing: Share the love
Throughout my years as a photographer, and even in this marketing column, I've shown ways how to promote yourself as a creative. Through platforms like Facebook and Instagram, e-mail newsletters and even business cards, it's important to market your skillset. In today's day and age, this is important. Doing so helps us get jobs and freelance gigs. But what if I told you that it wasn't all about you? Silent networking One of the core principles at Photofocus is that while our team certainly shares their own work, we try to share the rest of … [Read more...] about Photography Marketing: Share the love
Photography Marketing: Being memorable is good for business
I've discussed a few times about the importance of having a consistent brand. While having a consistent look and feel to your marketing materials and images is important, there's another consistency you should have a photographer — the experience you provide. Think about this. Is there something you always do when meeting a client? Do you wear something special? Do you shake hands a particular way? One person who thrives at this is fellow Photofocus author Levi Sim. Those of you who have met him know that he's usually wearing two things. One, … [Read more...] about Photography Marketing: Being memorable is good for business
Photography Marketing: How Flickr is staging an epic come back
Two years ago, I wrote about why Flickr will ultimately fail. I'm here today, to tell you that I was wrong. At the time, Flickr was in the middle of a stagnant period. No changes had been made, and then-parent company Yahoo! had been recently sold to Verizon. There were no rumors of improvements to the service — instead, rumors started to swirl about it being shut down or bought out. Lucky for Flickr users, the latter happened, and SmugMug bought Flickr. I was hesitant about this at first, with Flickr announcing major changes to its … [Read more...] about Photography Marketing: How Flickr is staging an epic come back
Photography Marketing: Consistency in branding
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: 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
