Marketing

Q:

I know an artist rep who pays for his photographer’s marketing. My rep is a company where I pay a monthly fee while still paying them the same 25% of each job. How do I know what percentage is accurate with this different type of representation company?

A:

The rep/agent/marketing company configurations are more diverse due to the increase of photographers in our industry, each with different fee structures, making it challenging to compare. We have reps, marketing companies, and networking promotional directories removing the easy comparison of who does what and how much to pay. I’ve even opened a wing called Temp Rep due to the large number of photographers needing bidding representation. Which platform(s) best fit your client base awareness while fitting into your annual salary percentage allotted for marketing? My rule on this is -the expense should eventually pay for itself. The simple answer is to pay for what works for you. 

Q:

I’m trying to get into the beauty photography business by going for smaller brands in my local area, but I’m finding it very hard to create leverage in this industry. I’ve tried email marketing, and sometimes their PR domains are blocked. Instagram messages think I want to “collab” with them. I’m unsure how to start networking with consumer package companies. What do you recommend I can do to be seen by commercial clients?

A:

We all face similar challenges to get in front of potential clients, as described here, no matter which area of photography we focus on. Of course, it begins with a strongly branded portfolio showing you off quickly and succinctly. After that, it’s a potluck of strategic moves knowing which you are getting done and which need more attention.

Check out my Marketing Strategy Planner on “Downloads” –https://asksternrep.com/downloads/ where I map out all the potential ways I use to rep photographers to the appropriate clients. Pick a few favorites on my pyramid chart and see what works for you. 

Q:

I send quarterly newsletters, and some keep me on their radars, but at the same time, I always feel like I’m leaving something on the table by not directly engaging with whoever opens the email. What’s the best way to send that email? Do I go direct and say, “Hey, I noticed that you enjoyed my promo, so can we set up a meeting in the future to say hello?” Do we send a follow-up to put a face to the name? I don’t want to be weird and pushy because they know I want to work with them. This outreach is tough for me, and any advice would be great!

A:

The mistake in our Marketing Plans is to think it’s over once we reach out. That is when engaging clients with our brand begins; we open the door, growing a state of ongoing continuous awareness. With that in mind, you find any sign of response from who clicked, following analytics to see which agency is looking at your site and who liked your IG to put yourself out there in a genuine human-to-human connection. Be yourself and take them to lunch, share your response on their IG Story and LinkedIn posts, and join them where they are. You are right; they know you want to work with them, so be the spam caller with whom you wouldn’t hang up on by keeping it real.

A Marketing Misconception is to think of self-promotion material as needing to be new unseen work. Not true. 

Self-promotion means utilizing your branded portfolio style to catch the attention of YOUR client market. 

Create different groupings of themed images that fit together with a new catchy phrase that will inspire clients to dive deeper into your existing portfolio.

A marketing misconception that could be hindering us is the idea that we can only showcase new, recently shot, unseen images. That’s not true. Self-promotion is about utilizing the branded style of our portfolio to catch the attention of our target market.

So, how do we present images we’ve already shown? Consider introducing a new theme, category, or reframing the existing group of images. Perhaps you present them in a more editorial, artistic, or personal context than before. For example, you could organize them by seasons like summer or fall/winter to show old images in a new way.

Find a way to reframe what you’re showcasing because the goal of our marketing is to encourage clients to dive deeply into our existing portfolio—whether on our website or Instagram feed. Utilize what we already have to get them to explore further.

#1 mistake with email promos is thinking clients will take the extra step to see more. 

Our human tendency is to rush to delete emails. It almost brings us joy to delete. Don’t fall into this trap by wasting the top of your email with space or your logo. Immediately show the goods, making your point even if it’s deleted without a scroll to see more.

The number one mistake with email promos is assuming that clients will scroll past the big logo at the top. Instead, place the main content—the meat and potatoes—of your email promo right at the top.

The goal is to make your email fast, straightforward, and engaging. People tend to delete emails quickly to clear their inbox, so make sure your key message is visible immediately. Capture their attention right away to encourage them to scroll down and see more.

Q:

My consultant is helping me with emailers, although I notice they go unread due to spam filters at many agencies (confirmed by my direct outreach). Is there a preferred platform for an email list emailer? Something that allows for reading/open tracking that won’t get spam filtered?

A:

Every client has a different email guarded system that we can’t control. Clients tend to move around from company to company so often that we must constantly revise our lists. The one solution I go for is to get as many approved emails and try to send them in a multitude of ways. I’ll do just an email for anyone to open and click. Next to IG, monitoring this system is the 2nd best way to be seen by the most people in one day. If we stay on this as regularly as possible, along with our IG engagement, we can cover a lot of ground, even if the results look insignificant.

Q:

What are the essential marketing tools these days, and which past tools have become less relevant?

A:

Marketing tools tend to come and go, but the KEY is to be the leader of the pack by instilling new ways or the return of the old ones. Printed promos and portfolios are on the out, but I’ve seen it happen before; someday soon, they will be back. My job as a rep has always been about expanding and cultivating new marketing routes to see what works. I jumped on Clubhouse initially but no longer saw the marketing benefits as strongly as doing my webinar and podcast to be showcased on my YouTube. If a marketing trend goes cold, the right question is, what is the new replacement I can do asap?

** Marketing tools chart available on www.asksternrep.com downloads

What is your special something? What do you offer that is your secret sauce, your tipping point, what do you offer that sets you apart?

Maximize your SELLING POINTS by reassuring the client they are in good hands, relying on your specialty to get the job done. 

Q:

After shooting with an international client, I had a frustrating experience when I asked if I could show the images, and the response was that I could not show them. I’m just getting started, so I was excited to use these to help me leverage my career. How are other photographers able to post work they create with large brands?

A:

My unofficial assessment of this issue is some clients say it, and some clients mean it. I’ve never lost a client after being reprimanded for this. Of course, you never want to be surprised by our client’s terms, so read them carefully and adjust your fees accordingly. We have a few options – ask and cross your fingers, don’t ask and claim ignorance, respect not posting on public platforms, or pick and choose to show the images in a pdf or an email promo to a select group.

Save time and make the most of each marketing outreach session by sticking with a similar theme. 

OUTREACH Helpful Tips:

1. Stick to one main message to copy and paste, just swapping in their name and something personally related to them. 
2. Focus on one company or one type of client to use the same overall message. 
3. Start with mutually connected people to find the right contacts and use who you know to warm up the conversation.
4. Have one specific point of timely information giving a purpose to your message. 

15 to 20 percent of a photographer’s marketing budget and time should be spent on outreach to potential clients, whether they are past clients or new ones. Having a specific point or question to ask when reaching out is essential, as it shows that you have taken the time to understand the client’s work or interests. Whether connecting through social media or in-person meetings, it is important to have something meaningful to say and to share updates about your own business growth and progress. By doing so, you can establish a rapport with potential clients and increase the chances of securing new business.