Is there a good way to contact new clients? I have a home studio.
A:
Right now photographers have more open doors than ever before, because we are all feeling more human right now. People are connected with each other and available more than I’ve ever seen. Instagram and LinkedIn are the best options, but clients do not want to hear a sales pitch. Be honest, be yourself while finding your clients on LinkedIn and then engaging with them on Insta. I know this process takes time but use the opportunity we are in right now to make it work for you in the long run.
How do you feel about using Instagram Stories as a marketing tool?
A:
Insta Stores are EVERYTHING. It’s a new way to market yourself that is available to everyone and completely free. According to research, on average 80% of users ‘Forward Tap’ through Instagram Stories rather than ‘Exit,’ proving how effective they can be.
Should you create two instagram profiles? One for portraits and the other for products? Or combine both into one profile?
A:
If you have two separate businesses and websites this would make sense. But assuming you don’t, the best way to sell yourself is to have one strong cohesive style that is evident in everything you shoot. Two separate profiles will lower the quality of your work and create the appearance of two separate brands.
The change in our marketing these days is massive. In the past we had a clear route with less options.
The #1 mandatory way in now is to stay fresh and join the Instagram party.
This is no longer an option.
I’ve noticed lately that Instagram feed posts aren’t getting as many likes or views as they used to. We know it’s because of Instagram Stories, which have become more prominent. However, as a rep, if I’m researching a client, photographer, or anyone, and I see that they haven’t posted on their feed in a few weeks, I lose a bit of respect and don’t take them as seriously. It gives the impression that they’re not as engaged or haven’t made time for it. So, I still think it’s really important to post regularly on your feed.
Instagram! Get your work out there in the world. More and more often producers are being tasked with finding undiscovered talent. You’ll see that some of the biggest brands are shooting campaigns with photographers that were discovered via Instagram, many of whom have never shot an ad campaign.
Guest Post: Executive Producer, Rebecca O’Neill
This tells me so much about our market right now. It’s fresh and raw. We have to stay young thinking. Don’t think like an experienced photographer, think young, new thoughts and new ways. That’s what clients want right now. They want what’s hot, what’s new, what’s next. You don’t have to have a big client list to get jobs. That’s a great opportunity. Once again it’s Instagram.
Insta Stories: Marketing with a twist of becoming human.
For the first time we have an opportunity for what I call wall-less and door-less marketing where we get seen.
This is business, right? So, I had to deal with it. I didn’t want to do any public speaking—I was asked to come into classes, be on panels, and even moderate a ‘Why We Hire You’ event years ago for the APA. I was scared. At first, I thought, ‘No, I can’t do public speaking. I get too nervous.’ But then I just started doing it. I told myself, ‘This is my business; I’m going to do it.’ I was scared to death and would have preferred not to, but certain things came naturally to me that I didn’t know I had the ability to do.
Like right now, the camera’s on, and I’m talking, and somehow the words are just coming out—hopefully in a way that’s helpful. I took the leap, and sometimes I think there’s something within you, as an artist, that you can tap into without even realizing it until you start. You push yourself, and you find that stuff that just needs to happen.
Post primarily professional content: Finished work, behind the scenes, videos of you at work, etc. Images should be… 70% professional at least – 30% personal. But instagram for photographers, really needs to be PRIMARILY professional content. It is a living, breathing portfolio and should be aligned with all of your other branding.
It’s funny—I wrote this about six months ago, and it already feels a bit outdated. Our business changes so fast. Right now, Instagram should be your portfolio, plain and simple. It should look like your portfolio. Any personal stuff, behind-the-scenes content, and things like that should be in Instagram Stories. That’s what Stories are for, and that’s where that content belongs. Your Instagram posts need to be your portfolio.
I once heard a story—I mentioned this on The Futur podcast; you should check it out—where an art producer was in a meeting with her agency. While they were discussing which photographers to use or bid on, she discreetly checked Instagram under the table to look through portfolios and suggest photographers. Instagram is so convenient, and it has truly become the new portfolio. So, treat it that way.
I was always taught that quality over quantity was best for showcasing work. It seems that the current trend is on quantity. What is more important to a client? Should I focus on producing a large amount of content or fewer, more powerful images?
A:
The question really depends on who your clients are. Most companies gravitate towards the Instagram look, but that shouldn’t mean you have to compromise on quality. Learn to adjust your style so you’re more nimble and able to shoot more by simplifying your shooting process. Content is key right now.
Be proactive on instagram: follow clients + potential clients. Like their posts. Write comments. Be aggressively friendly + keep in touch w/ people. Got a new art producer contact? Follow the company…and then follow the individual. Build personal relationships. Instagram is an amazing + free way to stay in front of your clients + show them what’s happening in your world.
When I started repping there was no Instagram, obviously. Now you’re all on it, so you know what it’s all about. This is such an opportunity today and it’s so much easier to connect with people than it used to me. We find clients that are correct for our photographers and connect with them on Instagram and it really works! We end up bidding with them. These people can be almost impossible to reach by normal means. We probably couldn’t call them or email them. This is how you can reach clients.
