Sometimes it’s best not to show your new only because it’s NEW. We always want to show how busy we are in our world of heavy-flowing content, but most importantly, the work has to stay consistent with your style.
I need a fresh start in my marketing and attitude, as I had a rough year last year (business-wise), which affected the rest of my life. How do I bring a fresh approach to my business this year?
Accepting GROWTH as our new day-to-day format energizes our business decisions, keeping us on track for the long run. This freshness has to be the regular constant ingredient to what we do because the Advertising Industry is built on change. Find all the spots you may be holding yourself back with dated routines and structure experimentation/testing/new ideas as the new norm.
How do I get hired as I am just starting with my photo business? Will it help if I lower my prices to bring in more clients?
Newer up-and-coming photographers can be more flexible to help build their portfolios. The flexibility of giving more of your time, post work, and more options like video can help get you started. Still, be mindful of the long-term by not lowering the value of your image usage licensing rate.
Photographers wanting to bring in clients with larger budgets must ask where low-budget clients find you. Where are you putting yourself that gets noticed, and how to reach out further? Marketing is not something we do one time, spend our marketing budget, and sit back and wait. It has to be this ongoing trial of new ways, new unproven avenues of networking exploration changing over time to bring in an assortment of mixed-budget clientele.
Some photographers are being offered lower usage and creative fees than their day rates by their repeat clients. If photographers want higher rates, they should focus on attracting clients who value their work and are willing to pay a premium for it. The importance of marketing oneself across all platforms to attract a diverse range of clients with varying budgets. We also receive requests for lower amounts than we find acceptable, but we also receive larger requests, indicating a mix of clientele. The key takeaway is that photographers should focus on marketing themselves to attract clients who value their work and are willing to pay a fair price for it.
Email Promos are the way to go.
Years ago we would diversify with mailer promos, but nowadays, it’s challenging with many remote clients. The unsuccessful percentage of clicks and opened emails may discourage us, but how many opportunities do we have for 100 or 1000 potential clients to view our work? I invest in email promos even as many don’t get opened; the ones that do can be priceless.
We are so excited about a recent successful email promotion. We sent out a lot of email promos using a list called the Bikinilist and received two immediate responses to bid on this photographer. While the numbers may not always be on their side, sending out a big list can really pay off.
What are your thoughts on photographers paying for advertising on social media? At times, it feels like degrading to our work, but on the other hand, why not pay to place your photos in front of the right people (and grow your audience)?
If you can find a way to pay for social media that really works, then you should do that. It can be tricky to get images in front of the right people, so depending on your correct client contact list make sure you are paying for the right audience.
Set aside time for one of our most effective marketing strategies – connection. Specific key clients choosing who to hire are the creatives – the art director and the creative director. Hit them up, and make a dent at least enough for them to consider you when the time is right. They cannot choose what they do not know.
The marketing process for the photography industry can take many forms but can be simplified based on the time available. If there is ample time, we advise you to connect with the creatives such as the creative director and art director, who are usually the ones choosing the photographer. It is important to dedicate time to researching and engaging with these key decision-makers on LinkedIn and Instagram. This type of marketing takes more focus and time but can be well worth it in the end.
I am setting aside my marketing budget for the rest of this year, but I don’t exactly know what to spend it on. Our marketing options seem to change, or doing one thing isn’t enough to really bring in the attention I want to be getting. Help!
You are right. Our industry continuously adapts over time, and we must stay ahead of the curve. My method is to try everything like I’m throwing pasta against the wall to see if it’s cooked. What sticks is what I follow and invest in. The more we can isolate what works by analyzing where success comes from, the better our budget management will serve us.
I have a question regarding media kits. I’m a photographer who wants to make pictures rather than focus on getting followers (or being an influencer). The last brand I worked for shared the images and got so many likes, but when I post the same thing, crickets. What should I put in a media kit to turn this around and spin other benefits like hiring a creative team who can think bigger?
Most will not like my answer, but it is all about back-and-forth ENGAGEMENT. Client connection is the name of the game for creative freelancers. It’s what every rep is doing, and most photographers don’t invest the time researching, contacting, and engaging in communication targeting potential clients. Whether you hire someone to do this for you or do it yourself – the answer is simple, but it takes time and focus.
As visual business owners, our approach is all about the quick-read impact of reaching overworked and overstimulated clients. I look to trigger all senses to be absorbed and stick to their memory. We have an assorted potential toolkit with our IG, dm’s, emails, and promos to get noticed. Consider your client’s busy eyes and how to set the incoming pace for them to pause and absorb what we are selling.
As business owners, it is important to consider how clients receive our message. One approach could be to use all the senses to help the message sink in. For example, using words on reels with images can enhance the visual experience, while using dashes or capitals in emails can make the message more impactful. Leaving space between lines can also make the message easier to read and understand. Ultimately, it is important to remember that we are in a visual business, especially in fields such as photography.
