It’s impossible to deny the power of advertising, being that spending in this industry was close to 550 billion in 2017. But, with shoot related expenses overwhelming the budgets of photography business owners, it’s easy to refrain from spending on marketing due to the notion that any form of marketing is too expensive of a venture.
We agree that traditional marketing tactics are not cheap, but in the digital age, there are several sidesteps that can help photographers successfully market their services without having to sacrifice a large portion of their income.
An amazing way to sell the narrative of your vision is by posting content to your blog regularly. Write insights from your own personal experience that you think would attract visitors to your website. The more quality content you provide on your blog, the more the online visibility of your business will increase.
‘Good content is king’, so you must make sure that not only the readers who stumble upon your blog content love it but that search engines love it too. When search engines understand exactly what your blog content is about through specific metadata, your content ranks higher and with more accuracy, which will inevitably lead to more visibility for your business.
Facebook, Twitter, and Instagram present a great opportunity for photographers to market their business in a way that’s easily accessible and plays to their strengths. Identify the social media platforms where your audience is most active and then tailor your marketing strategy to focus on those platforms to amplify your reach. Follow the mantra: execute, curate, publish, & engage.
Many people feel selfish asking their clients for referrals and miss out on this viable opportunity to promote their business through the oldest strategy in the book: word of mouth. Asking for a referral isn’t necessarily selfish if you do it from the position of spreading your value.
For example, you can say something like:
“I’m stoked that you’re happy with the final images. Many prospective clients that I encounter struggle to find quality content that fits their brief and is cost-effective in producing. If you ever have a colleague in that position, I’d be happy to review their content needs and work up a creative solution that’s equally as compelling as our collaboration has been.”
Thanks to the low barrier for entry techniques available today, any image-based business can create a successful marketing campaign, even if they don’t have a huge budget. So, what is stopping you from spreading the message on your photography business?
Lindsay has been with Agency Access for seven years. After a transition from Campaign Manager where she managed multiple client campaigns, she found her home as Marketing Manager. She enjoys working in the creative world and bringing her Public Relations background to the forefront.
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