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
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/
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
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
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
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
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
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
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
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
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
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
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
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
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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