You are beyond ready to take your business to the next level. The problem is, you aren’t sure how to stand out from the crowd of hobbyists to show up as the professional photographer you are. The answer lies in solid photography marketing. We’re here to help! Today we are sharing 5 of our favorite marketing tips for photographers:
Marketing is all about standing out, building trust, and leaving a lasting impression. Ideal clients should recognize your brand wherever they come in contact with it. Without a consistent brand that sets you apart from the crowd, you can’t accomplish this. Professionally designed photography branding will visually express your style and personality while attracting your ideal clients.
Once you have a compelling logo and brand, make the most of these assets by using them consistently across all points of contact with potential and booked clients. Using the same fonts, colors, logos, and other elements in every point of contact will build brand recognition. Use your new brand everywhere your client may come in contact with your work, including your social media platforms, your website, business cards, watermarks. Brand recognition and trust are both imperative to help your photography business thrive.
If you don’t have a website yet, you need to get one ASAP. If you ask any marketing expert, you’re likely to see “get a website” near the top of their list of marketing tips for photographers. Social media is fine, but it simply isn’t enough to give you the trustworthy credibility to attract clients consistently. Your social media platforms can and should be an integral part of your marketing, but they should not be your whole business identity. The clients who value what you do, and are willing to pay a higher price tag, need a professional. Show them you are committed to quality work with a show-stopping digital home for your business. A website is a great way to showcase your work, create brand awareness and let potential clients get to know you.
We know you’re busy with photoshoots and editing and don’t have the time or mental bandwidth to mess with a website. You are a professional photographer, not a website designer. Working with a photography website designer gives you the benefit of a custom and professionally done site that highlights the beauty of your work without taking up your precious time. Your website is your virtual resume and business card. If you fall short here, you can be sure clients will simply move on to someone else.
Having a blog may seem like more work than it’s worth, but we want to point out a couple of the substantial marketing benefits of blogging. First, a blog helps your website climb to the top of online searches, bringing the perfect clients to you! How? Blog posts give you more opportunities to target keywords that didn’t necessarily fit in your core website pages. It’s actually one of our favorite suggestions when we discuss SEO for photographers. Also, the periodic updates of your website tell search engines your site is current and relevant. Google and other search engines want to give only the highest quality results to their users. So, new posts mean you are still in business and engaging, so they are more likely to reward you with higher rankings in the search results.
A blog also allows you to establish yourself as a knowledgeable photographer. Not only will clients feel reassured of your experience, but you will set yourself apart as a professional, someone who can speak with authority.
As a bonus, this is a space entirely your own. The audience you build through your blog belongs to you. You won’t be dependent on the whims of Mark Zuckerberg or the ebbs and flows of a platform you ultimately have no control over. Let’s not forget the unplanned outages or that your posts are only ever shown to 6% of your audience UNLESS you pay. You can update your audience through your blog as often or as little as you’d like; you get to decide.
Have you ever heard the saying “your network is your net worth”? The most successful marketing strategy for your photography business includes intentionally building your network.
One way to build a network is through referrals (i.e., word of mouth). Word of mouth marketing is hands down the most effective marketing tactic. People are more likely to trust the word of past clients than the business itself. Why? Because a past client has nothing to gain from spreading the good news so it feels more genuine. How do you get referrals? It’s simple. Ask for them. After every session is delivered, be sure to send an exit email asking for reviews.
You can also create a strong network with other businesses. For example, if you’re a wedding photographer, ask other wedding vendors if they’d like to partner up and refer clients to each other. If you are not a wedding photographer, think outside the box. Team up with the local baker known for making the cutest smash cakes, a doula or lactation consultant, a party planner or a party venue. Focus on building relationships with other professionals who work with the kinds of clients you want to work with. Remember, these referral sources should not be one-sided. Make sure you hold up your end of the partnership. Keep your contacts in mind if you hear one of your clients mention needing their services.
Marketing is all about getting more people to know about you and the work you do. Get your brand in front of as many potential clients as possible. Charity events and large local festivals always have news coverage and programs that typically give credit where credit is due. Maybe a client will come right out of the event, but perhaps it’s an attendee’s sister or brother. You never know who you’ll reach in your local community or who has been looking for a photographer. When you meet through local events, you already know you have similar interests, building brand trust from the beginning.
Participating in an auction is another way to get your name out there. It is also a great way to subtly give your information to a list of potential clients who already want your services. Even if they don’t win, the bummed would-be winner may still choose to reach out to book a session. For example, you could auction an artistic framed print or canvas or a gift card for a session. No matter what you donate, make your offering visually striking to draw the attention of those bidding and befitting of your high-quality services. Don’t forget to drop a few business cards for interested bidders. Bonus points if your business card is branded and has a QR code leading right to your website.
A big step in putting these marketing tips for photographers into action is looking for experts who can help you stand out. At Avenlee Collective, we create custom brand and website designs for photographers to showcase their talent and bring your ideal clients. Our goal is to provide you with the tools you need to build a successful photography marketing strategy. We want you to stand out and connect with potential clients consistently. Message us to schedule your free website design consultation today!
Forbes | Small Business Marketing 101
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