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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 network
Show off!
That’s a suggestion, not a criticism.




                Your portfolio

 Your clients                    Your network
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

    • Choose a selection of your best work. Not 1 image. Not 1000.




Create an online presence to host your porfolio
                                                             http://www.ericryananderson.com/
Ensure your site is found. Make it Google friendly
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
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; other photographers are already doing this




Add your site to as many directories as possible
Keep your portfolio in your pocket at all times
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
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 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
Network
Networking doesn’t have to feel like working




                Your portfolio

 Your clients                    Your network
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 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/
Share your knowledge and expose your expertise
                                   http://blog.danjohnsonphoto.co.uk/
                                   @ jenphoto
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
Invite happy clients to review you online and on your site
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
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

      • 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
Expand reach with complementary services relationships
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
Build a circle of photographer friends
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
Happy clients come in
small packages
A delighted customer can be your best advocate




                Your portfolio

 Your clients                    Your network
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 whole packs of cards or give as gifts




                                                                     lucyndskywdmnds***




After projects, send Thank You cards with the finished work
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 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
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 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
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

       • 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
The Ripple Effect

                    Their network

                       Clients

                    Your network


                     You & Your
                       work
Thank You for attending


      Special MOO Offer

Get 20% off your first MOO order
          code: 29P6K4
    expiry: 31st August 2009
A bit more about MOO products
Business Cards                                                  From $21.99
Available from US + EU store
                               50 or 200 variable, full-colour, double sided
                                           business cards with free holder
MiniCards                                                      $19.99
Available from US + EU store
                               100 variable, full-colour, double sided
                                        personal mini business cards
Post Cards                                                     From $19.99
Available from US + EU store
                               20 or 60 variable, full colour, double sided
                                       postcards, in a presentation wrap
Greeting Cards                                                   From $24.99
Available from US + EU store
                               10 or 25 variable, full colour Greeting Cards in
                                                            a presentation box
StickerBooks                                                               $9.99
Available from EU store only
                               90 variable, full colour vinyl stickers, bound in a
                                   pocket-sized book with removable sheets
NoteCards                                                          $21.99
Available from EU store only
                               16 variable, full colour ‘fold + stand-up’
                                    NoteCards in a presentation wrap
Appendix
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/
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)
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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Marketing for Photographers

  • 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
  • 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