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How to market yourself
as a professional photographer
                                 Session sponsored by MOO
The Marketing Strategy Tripod




                        Your portfolio

         Your clients                    Your ne...
Show off!
That’s a suggestion, not a criticism.




                Your portfolio

 Your clients                    Your ...
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 key words
       ‘photography’, ‘weddings’, ‘portrait’
...
Add your site to as many directories as possible
Considerations
     • Search engines can better see your site

     • Many are free, or inexpensive

     • Be in the know...
Keep your portfolio in your pocket at all times
Considerations
     • Use a variety of images, or different packs for different occasions

     • Include all contact deta...
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 doesn’t have to feel like working




                Your portfolio

 Your clients                    ...
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://blog.danjohnsonphoto.co.uk/
     ...
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

      • Stock up on Business Cards before events
...
Expand reach with complementary services relationships
Considerations
         • Non competitor companies might be happy to promote you

         • People organising events will...
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 in
small packages
A delighted customer can be your best advocate




                Your portfolio

 Y...
lucyndskywdmnds***




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 wh...
lomokev                                     Peter Guthrie***



          Keep in touch with past clients
Considerations
          • Stay in touch with clients at key times in the year

          • Sending a Holiday Card or Birt...
shutterblog


                            Janet {Hygge}




Create memorable, keepsake client gifts or extras
Considerations
     • Delight your clients by giving them surprise gifts using their images

     • Help them create their...
Occasion Photography



Make your self-promotion items blend into an event
Considerations
       • Clients are more likely to promote you if your cards fit with their
         event

       • Choos...
The Ripple Effect

                    Their network

                       Clients

                    Your network


 ...
Thank You for attending


      Special MOO Offer

Get 20% off your first MOO order
          code: 29P6K4
    expiry: 31s...
A bit more about MOO products
Business Cards                                                  From $21.99
Available from US + EU store
                 ...
MiniCards                                                      $19.99
Available from US + EU store
                       ...
Post Cards                                                     From $19.99
Available from US + EU store
                  ...
Greeting Cards                                                   From $24.99
Available from US + EU store
                ...
StickerBooks                                                               $9.99
Available from EU store only
            ...
NoteCards                                                          $21.99
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/

• AdWords
  http://www.qu...
Other ways to make money
• MOO; http://www.moo.com/
 Personalised stationery

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

...
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Marketing for Photographers

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The photography business is being over-crowded with new entrants every day. How can you stand out as a photographer, get new clients, more referrals on a tight budget. This presentation outlines the basics of online and offline marketing to help drive your network of influence

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Transcript of "Marketing for Photographers"

  1. 1. How to market yourself as a professional photographer Session sponsored by MOO
  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 porfolio 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 key words ‘photography’, ‘weddings’, ‘portrait’ • Regularly update your content; google will regularly crawl it • Encourage other sites to link back to yours. Builds ‘Google juice’ • Experiment with Google AdWords. Find free vouchers • Purchase “local” keywords to reduce price/click e.g. ‘Boston’ Ensure your site is found. Make it Google friendly
  8. 8. Add your site to as many directories as possible
  9. 9. Considerations • Search engines can better see your site • Many are free, or inexpensive • Be in the know; other photographers are already doing this Add your site to as many directories as possible
  10. 10. Keep your portfolio in your pocket at all times
  11. 11. 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
  12. 12. Create portfolio books to handover to special contacts
  13. 13. 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
  14. 14. Network Networking doesn’t have to feel like working Your portfolio Your clients Your network
  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://blog.danjohnsonphoto.co.uk/ @ jenphoto
  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://blog.danjohnsonphoto.co.uk/ @photoclubs
  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 • 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 organising 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 in small packages A delighted customer can be your best advocate Your portfolio Your clients Your network
  28. 28. lucyndskywdmnds*** 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 give as gifts lucyndskywdmnds*** After projects, send Thank You cards with the finished work
  30. 30. lomokev Peter Guthrie*** Keep in touch with past clients
  31. 31. Considerations • Stay in touch with clients at key times in the year • Sending a Holiday Card or Birthday card is a nice added touch • Showcase a new exhibition or service • Send a few cards for distribution amongst your client’s network lomokev Peter Guthrie*** Keep in touch with past clients
  32. 32. shutterblog Janet {Hygge} Create memorable, keepsake client gifts or extras
  33. 33. Considerations • Delight your clients by giving them surprise gifts using their images • Help 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 Janet {Hygge} Create memorable, keepsake client gifts or extras
  34. 34. Occasion Photography Make your self-promotion items blend into an event
  35. 35. 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 occassion • Use images of the client to encourage guests to pick up your card Ocasion Photography Occasion Photography Make your self-promotion items blend into an event
  36. 36. The Ripple Effect Their network Clients Your network You & Your work
  37. 37. Thank You for attending Special MOO Offer Get 20% off your first MOO order code: 29P6K4 expiry: 31st August 2009
  38. 38. A bit more about MOO products
  39. 39. Business Cards From $21.99 Available from US + EU store 50 or 200 variable, full-colour, double sided business cards with free holder
  40. 40. MiniCards $19.99 Available from US + EU store 100 variable, full-colour, double sided personal mini business cards
  41. 41. Post Cards From $19.99 Available from US + EU store 20 or 60 variable, full colour, double sided postcards, in a presentation wrap
  42. 42. Greeting Cards From $24.99 Available from US + EU store 10 or 25 variable, full colour Greeting Cards in a presentation box
  43. 43. StickerBooks $9.99 Available from EU store only 90 variable, full colour vinyl stickers, bound in a pocket-sized book with removable sheets
  44. 44. NoteCards $21.99 Available from EU store only 16 variable, full colour ‘fold + stand-up’ NoteCards in a presentation wrap
  45. 45. Appendix
  46. 46. 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 • Tips on building an online portfolio http://www.dphotojournal.com/how-to-build-your-photography-portfolio/
  47. 47. Getting people to your site • SEO tips http://www.seomoz.org/ http://training.seobook.com/ • AdWords http://www.quirk.biz/emarketingtextbook/ http://sem.smallbusiness.yahoo.com/searchenginemarketing/ https://adcenter.microsoft.com/ • Free Directories http://www.dmoz.org/ http://www.google.com/local/ http://dir.yahoo.com/ http://www.business.com/ (not free)
  48. 48. Other ways to make money • MOO; http://www.moo.com/ Personalised 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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