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

1. How to market yourself
as a professional photographer
Session sponsored by MOO

2. The Marketing Strategy Tripod
Your portfolio
Your clients Your network

3. Show off!
That’s a suggestion, not a criticism.
Your portfolio
Your clients Your network

4. Create an online presence to host your portfolio
http://www.ericryananderson.com/

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. Ensure your site is found. Make it Google friendly

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. Add your site to as many directories as possible

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. Keep your portfolio in your pocket at all times

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. Create portfolio books to handover to special contacts

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. Network
Networking doesn’t have to feel like working
Your portfolio
Your clients Your network

15. Social networks are the new referral system
http://www.robertdannphotography.co.uk/

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. Share your knowledge and expose your expertise
http://blog.danjohnsonphoto.co.uk/
@ jenphoto

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. Invite happy clients to review you online and on your site

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. Events help you stay informed and well connected

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. Expand reach with complementary services relationships

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. Build a circle of photographer friends

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. Happy clients come in
small packages
A delighted customer can be your best advocate
Your portfolio
Your clients Your network

28. lucyndskywdmnds***
After projects, send Thank You cards with the finished work

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. lomokev Peter Guthrie***
Keep in touch with past clients

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. shutterblog
Janet {Hygge}
Create memorable, keepsake client gifts or extras

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. Occasion Photography
Make your self-promotion items blend into an event

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. The Ripple Effect
Their network
Clients
Your network
You & Your
work

37. Thank You for attending
Special MOO Offer
Get 20% off your first MOO order
code: 29P6K4
expiry: 31st August 2009

38. A bit more about MOO products

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. MiniCards $19.99
Available from US + EU store
100 variable, full-colour, double sided
personal mini business cards

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. Greeting Cards From $24.99
Available from US + EU store
10 or 25 variable, full colour Greeting Cards in
a presentation box

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. NoteCards $21.99
Available from EU store only
16 variable, full colour ‘fold + stand-up’
NoteCards in a presentation wrap

45. Appendix

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. 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. 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