How to market yourself
as a professional wedding & portrait photographer




                                      Session...
The Marketing
               Strategy Tripod




                  YOUR PORTFOLIO


YOUR CLIENTS                       YOU...
SHOW OFF!
(That’s a suggestion, not a criticism)




                YOUR PORTFOLIO


YOUR CLIENTS                     YOU...
Create an online presence to host your portfolio
                                    http://www.ericryananderson.com/
Considerations
    • Site should be updatable - in keeping with your tech skills

    • Research low cost/free options

  ...
Ensure your site is found. Make it “Google friendly”
Considerations
      • URL should be easy to find; include relevant keywords
        ‘photography’, ‘weddings’, ‘portrait’...
Keep your portfolio in your pocket at all times
Considerations
    • Use a variety of images, or different packs for different occasions

    • Include all contact detail...
Create portfolio books to handover to special contacts
Considerations
       • No need to buy in bulk; tailor your books to different occassions

       • Don’t be afraid to giv...
NETWORK
 Networking needn’t feel like work




               YOUR PORTFOLIO


YOUR CLIENTS                    YOUR NETWORK
Add your site to as many directories as possible
Considerations
     • Many are free or inexpensive

     • Be in the know; other photographers are already doing this

   ...
Social networks are the new referral system
                              http://www.robertdannphotography.co.uk/
Considerations
   • Keep content on your social network sites up to date

   • Tap into active communities to expand your ...
Share your knowledge and expose your expertise
                            http://www.buttonsandbowsphotography.com/blog
Considerations
     • If you’ve done something you’re proud of, share it

     • Keep an eye on other popular blogs to pic...
Invite happy clients to review you online and on your site
Considerations
         • Outstanding reviews from happy clients instill confidence

         • Lots of reviews shows that...
Events help you stay informed and well connected
Considerations
     • Use events as an opportunity to meet new clients and other
       fellow photograhpers

     • Stock...
Expand reach with complementary services relationships
Considerations
        • Non competitor companies might be happy to promote you

        • People organizing events will l...
Build a circle of photographer friends
Considerations
• Avoid disappointing clients; have a back-up

• Everyone needs advice/second opinions

• Split costs/workl...
HAPPY CLIENTS (come from small packages)
 Delighted customers can be your best advocates




                      YOUR PO...
After projects, send Thank You cards
       with the finished work
Considerations
• Using images from your client’s project will make a big impact

• Consider selling whole packs of cards (...
raynaoc



                                  sarahjthoma
                                             s
AmyNeubauer




  ...
Considerations
              • Getting creative with gift bags and ribbons creates a
                professional touch, a...
Keep in touch with past clients
                          www.buttonsandbowsphotography.com
Considerations
• Stay in touch with clients at key times in the year

• Sending a Holiday Card or Birthday card (using the...
Occasion Photography




                                       shutterblog




             e}
  Janet {Hygg




   Creat...
Considerations
              • Delight your clients by giving them surprise gifts using their images

               • Hel...
Occasion Photography


                       Occasion Photography
                                                       ...
Considerations
              • Clients are more likely to promote you if your cards fit with their
                event

...
THE RIPPLE EFFECT

    THEIR NETWORK


        CLIENTS

     YOUR NETWORK



      YOU
      (and your work)
Thank You for attending


      Special MOO Offer

Get 20% off your entire MOO order
        code: PDNVTS10
     expires: ...
A little more about MOO’s Products...
Business Cards                                                 From $21.99
Available from US + EU store
                  ...
MiniCards                                                       From $19.99
Available from US + EU store
                 ...
Postcards                                                               From $19.99
Available from US + EU store
         ...
Greeting Cards                                                $39.99
Available from US + EU store
                        ...
StickerBooks                                                               $9.99
Available from EU store only
            ...
Appendix
Portfolio websites

• Example online portfolios
  http://vandelaydesign.com/blog/galleries/best-photographer-websites/

• ...
Getting people to your site

• SEO tips
  http://www.seomoz.org/
  http://training.seobook.com/

• PPC (Google AdWords) ti...
Other ways to make money
• MOO; http://www.moo.com/
 Personalized stationery

• Blurb; http://www.blurb.com/
 Photobooks

...
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How to Market Yourself as a Professional Wedding & Portrait Photographer

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Do More With Your Photography: Best Practices On Promoting Yourself and Your Work

As photographers you're experts in understanding exposure values, but what about the importance of maximizing your own exposure? Join photographer Robyn Pollman and MOO.COM for an in depth discussion on effective ways to create brand awareness for your work, your images and your business.

View the full presentation at http://bluesky.mediasite.com/mediasite/SilverlightPlayer/Default.aspx?peid=bb29d8656bd842df8da4972978b91384

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How to Market Yourself as a Professional Wedding & Portrait Photographer

  1. 1. How to market yourself as a professional wedding & portrait photographer Session sponsored by
  2. 2. The Marketing Strategy Tripod YOUR PORTFOLIO YOUR CLIENTS YOUR NETWORK
  3. 3. SHOW OFF! (That’s a suggestion, not a criticism) YOUR PORTFOLIO YOUR CLIENTS YOUR NETWORK
  4. 4. Create an online presence to host your portfolio http://www.ericryananderson.com/
  5. 5. Considerations • Site should be updatable - in keeping with your tech skills • Research low cost/free options • Choose a selection of your best work. Not 1 image. Not 1000. Create an online presence to host your portfolio http://www.ericryananderson.com/
  6. 6. Ensure your site is found. Make it “Google friendly”
  7. 7. Considerations • URL should be easy to find; include relevant keywords ‘photography’, ‘weddings’, ‘portrait’ • Regularly update your content; Search Engines will ‘crawl’ it more regularly • Encourage other sites to link back to yours. Builds ‘LinkJuice’ • Experiment with Google AdWords. Find free vouchers! • Purchase “local” keywords to reduce price p/click e.g. ‘Boston’ Ensure your site is found. Make it “Google friendly”
  8. 8. Keep your portfolio in your pocket at all times
  9. 9. Considerations • Use a variety of images, or different packs for different occasions • Include all contact details; website, e-mail, phone etc • Keep your cards updated with new, fresh images • Let people pick and choose; use your cards as a portable portfolio Portfolio Business Cards available at moo.com $21.99 for 50 cards $69.99 for 200 cards
  10. 10. Create portfolio books to handover to special contacts
  11. 11. Considerations • No need to buy in bulk; tailor your books to different occassions • Don’t be afraid to give books away - will make a great impression • Do a hard edit of images before creating the book • Add your url and details to the book, or slip in a few business cards Create portfolio books to handover to special contacts
  12. 12. NETWORK Networking needn’t feel like work YOUR PORTFOLIO YOUR CLIENTS YOUR NETWORK
  13. 13. Add your site to as many directories as possible
  14. 14. Considerations • Many are free or inexpensive • Be in the know; other photographers are already doing this • Directories are a good way to be seen by potential customers looking for your services Add your site to as many directories as possible
  15. 15. Social networks are the new referral system http://www.robertdannphotography.co.uk/
  16. 16. Considerations • Keep content on your social network sites up to date • Tap into active communities to expand your network • Be proactive; start discussions, ask questions... • Use these sites as a test ground for new work Social networks are the new referral system http://www.robertdannphotography.co.uk/
  17. 17. Share your knowledge and expose your expertise http://www.buttonsandbowsphotography.com/blog
  18. 18. Considerations • If you’ve done something you’re proud of, share it • Keep an eye on other popular blogs to pick up tips and ideas • Starting a blog can help drive traffic to your site • Don’t spam - stay honest and genuine Share your knowledge and expose your expertise http://www.buttonsandbowsphotography.com/blog
  19. 19. Invite happy clients to review you online and on your site
  20. 20. Considerations • Outstanding reviews from happy clients instill confidence • Lots of reviews shows that you’re busy, which is a good thing • Reviews allow you to *boast* without blowing your own trumpet Invite happy clients to review you online and on your site
  21. 21. Events help you stay informed and well connected
  22. 22. Considerations • Use events as an opportunity to meet new clients and other fellow photograhpers • Stock up on Business Cards before events • Events can provide great content for blogs, twitter, facebook etc • Stay informed; companies showcase new products at events Events help you stay informed and well connected
  23. 23. Expand reach with complementary services relationships
  24. 24. Considerations • Non competitor companies might be happy to promote you • People organizing events will love a ‘1 stop shop’ approach • This is an easy way to expand your reach • You can provide a service to others to generate goodwill Expand reach with complementary services relationships
  25. 25. Build a circle of photographer friends
  26. 26. Considerations • Avoid disappointing clients; have a back-up • Everyone needs advice/second opinions • Split costs/workload when hosting events, marketing services Build a circle of photographer friends
  27. 27. HAPPY CLIENTS (come from small packages) Delighted customers can be your best advocates YOUR PORTFOLIO YOUR CLIENTS YOUR NETWORK
  28. 28. After projects, send Thank You cards with the finished work
  29. 29. Considerations • Using images from your client’s project will make a big impact • Consider selling whole packs of cards (or stickers!) or give as gifts After projects, send Thank You cards with the finished work
  30. 30. raynaoc sarahjthoma s AmyNeubauer Develop and implement customer loyalty or referral programs
  31. 31. Considerations • Getting creative with gift bags and ribbons creates a professional touch, and makes a piece of self-promotion feel like a special gift • Create a referral program that rewards both new and existing customers raynaoc • Give your clients something relevant and useful (such as Postcards with the client images) and offer a discount to new customers sarahjthoma s AmyNeubauer Develop and implement customer loyalty or referral programs
  32. 32. Keep in touch with past clients www.buttonsandbowsphotography.com
  33. 33. Considerations • Stay in touch with clients at key times in the year • Sending a Holiday Card or Birthday card (using their photos!) is a nice added touch • Showcase a new exhibition or service • Send a few cards for distribution amongst your client’s network • Be sure all communications are appropriately branded; Use Stickers to customize and brand stationery or envelopes Keep in touch with past clients www.buttonsandbowsphotography.com
  34. 34. Occasion Photography shutterblog e} Janet {Hygg Create memorable, keepsake client gifts or extras
  35. 35. Considerations • Delight your clients by giving them surprise gifts using their images • Help Occasion Photography them create their own gifts for clients or friends and family • Consider selling special photo gifts for a premium service • Inexpensive, small items can still be remarkable shutterblog e} Janet {Hygg Create memorable, keepsake client gifts or extras
  36. 36. Occasion Photography Occasion Photography hy Occ asion Photograp Make your self-promotion items blend into an event
  37. 37. Considerations • Clients are more likely to promote you if your cards fit with their event • Choose images of the client or ones suitable to the occasion • Use images of the client to encourage guests to pick up your card Occasion Photography • Leave ‘event cards’ inviting guests to view the images online at every place setting; be sure to include your details on every card Occasion Photography hy Occ asion Photograp Make your self-promotion items blend into an event
  38. 38. THE RIPPLE EFFECT THEIR NETWORK CLIENTS YOUR NETWORK YOU (and your work)
  39. 39. Thank You for attending Special MOO Offer Get 20% off your entire MOO order code: PDNVTS10 expires: 18th June 2010
  40. 40. A little more about MOO’s Products...
  41. 41. Business Cards From $21.99 Available from US + EU store 50 or 200 variable, full-color, double sided business cards with free holder
  42. 42. MiniCards From $19.99 Available from US + EU store 100 or 400 variable, full-color, double sided personal mini business cards
  43. 43. Postcards From $19.99 Available from US + EU store 20 or 60 variable, full color, double sided postcards
  44. 44. Greeting Cards $39.99 Available from US + EU store 25 variable, full color Greeting Cards
  45. 45. StickerBooks $9.99 Available from EU store only 90 variable, full colour vinyl stickers, bound in a pocket-sized book with removable sheets
  46. 46. Appendix
  47. 47. Portfolio websites • Example online portfolios http://vandelaydesign.com/blog/galleries/best-photographer-websites/ • Build your own online portfolio site sites http://www.moonfruit.com/ http://www.yola.com/ http://www.foliolink.com/ http://www.isdntek.com/clicpic.htm http://www.wix.com http://www.lafraise.com www.livebooks.com • Tips on building an online portfolio http://www.dphotojournal.com/how-to-build-your-photography-portfolio/
  48. 48. Getting people to your site • SEO tips http://www.seomoz.org/ http://training.seobook.com/ • PPC (Google AdWords) tips http://www.quirk.biz/emarketingtextbook/ http://sem.smallbusiness.yahoo.com/searchenginemarketing/ https://adcenter.microsoft.com/ • Online Directories http://www.dmoz.org/ http://www.google.com/local/ http://dir.yahoo.com/ http://www.business.com/ (not free)
  49. 49. Other ways to make money • MOO; http://www.moo.com/ Personalized stationery • Blurb; http://www.blurb.com/ Photobooks • SmugMug; http://www.smugmug.com/ Prints + Gifts • Imagekind; http://www.imagekind.com/ Community for buying + selling art • iStockphoto; http://www.istockphoto.com/index.php Stock photography • Alamy; http://www.alamy.com/ Stock photography
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