Marketing

Don’t let the term – “SALES” stop you or get in your way. 

It’s actually a simple process of sharing our well-researched knowledge through these 3 steps:

1. Honesty – believe in what you put out there.
2. Empathy – anticipate and address the challenges your clients are up against.
3. Listen – use your time wisely by asking the right questions and allowing space for the answers.

To make the most out of your instagram you must use highlights. You knew I was going to say that. These are your categories or your projects like on your website, because instagram is like your second website. You must use highlights. Make it quick and fast for clients who have 2 seconds to figure out who you are and what you do and to make you find-able if they’re looking for sports or like athleisure or still life for beverages, something like that. Make it really fast because you don’t want them to have to scroll down your whole feed. They could do that if they have time but if they don’t, highlights make it very quick for them to find you.

Q:

Any tips or tricks on making the most of an Agency Access subscription?

A:

I would not rely on a single source for your contact list management. Agency Access can help and be a good resource if you also collect names of prime contacts in other ways like social media, LinkedIn, and jury/portfolio review event lists. Today’s marketing is multi-dimensional, with all of our combined resources working together. I use Agency Access as a research tool offering info on the masses with valuable insights like client email formats and the brands they cover.

Q:

Is it appropriate to send email (and print) promos to reps, as I would to prospective clients?

A:

Yes, it is wise to treat reps as you do with any other clients you want to be working with. The goal is to always stay in front of prospective clients in a way that works for them. Mail printed promos to people’s office addresses and email promos are always good, but don’t limit yourself to just those two methods. Be open to discovering new ways to keep yourself out there as our world is constantly changing.

Q:

Which titles are the best to reach out to as a photographer looking to intro work to an agency?

A:

When researching the appropriate clients who hire photographers look for these key titles- Creative Director, Art Director, Photo Editor, Marketing, Design(er), (Art) Producer, Social Media, Coordinator, Integrated and Content. Other titles that may be helpful are Art Buyer, Account Executive, Director, Project Manager, Photography, Brand(ing), Global, and Copywriter.

Q:

How established does a photographer need to be to put their work in front of art and creative directors? Do art and creative directors want to know that my shoots are pretty “scrappy” on the backend or should I try to appear larger than I actually am?

A:

Being pretty scrappy on the backend can actually work well for you when they need stills on a broadcast shoot or a small crew or low-budget project. The other part of that is an editorial style is often precisely what clients are looking for. Today’s photo industry is always on the search for a wide variety of styles and a multitude of skill sets. Use this to let them know all the benefits about your speed, how many images per day, any other crafts you offer like motion/GIFS, and how nimble crew members cover more than one role. Sell your scrappy approach!

Navigating the Unknown Episode 14 – Marketing Part 2 is now live on YouTube! This week we speak to photography consultants Amy V. Cooper and Julie Skarwecki about all the steps in a comprehensive marketing plan. How do we make the most out of SOCIAL MEDIA, our contacts DATABASE, and our NETWORKING options?

Guests:

Amy V Cooper – Photography Consultant https://www.amyvcooper.com/

Julie Skarwecki – Photography Consultant https://www.julieskarwecki.com/

Navigating the Unknown is a Q&A series in collaboration with APA-LA where we speak to different members of the photo community about all aspects of the commercial photography business. https://la.apanational.org/

With Co-Host: Photographer Hugh Kretschmer https://www.hughkretschmer.net/

Q:

Should you keep emailing editors/buyers new work, even if they never reply?

A:

Yes. Your marketing plan is built on consistently presenting your brand to the right clients, so they will think of you whenever they are looking. We are not emailing them for a project they are working on today; it’s a long-term vision we are investing in.

The best type of marketing is “Word of Mouth.”

We want clients to refer us, but this isn’t easy to control. 

What we can control is giving them something to say. 

Put forward the ‘searched for’ specifics about yourself clearly and concisely. 

Your particular skill set matched with what your clients are looking for is the golden ticket of marketing!

My webinar next week will focus on marketing. One of the most powerful marketing tools is word of mouth. How do we create word of mouth? It’s one type of marketing that we don’t directly control, but it can be the most impactful.

Clients talk to each other to find out who’s the best because they want to be associated with the best. They’re interested in your location, skill set, and any unique aspects of your work. These are the buzzwords you need to get out there. Find ways to get in front of them, whether through networking events, portfolio reviews, or showcasing your unique equipment and skills.

Think about the questions clients might ask each other, such as, “Does anyone know a photographer in this area?” or “Who can shoot with this specific piece of equipment?” Get yourself out there in ways that highlight your unique attributes and skills.

What are clients looking for to include us on their LIST? Our marketing materials are our golden 2-second opportunity to make that happen. They KEY POINTS to make this easy for them are:

1. Design
2. Your name
3. Category
4. Keywords
5. Location
6. Unique specialized skill set

Marketing. It’s that huge topic. How do we get on our clients list when they’re looking for a potential photographer? We want to get on there. We have to incorporate what they are going to be searching for. 

The first one is design. Your design has to be really well put together. Use the design across the board; on your website, your instagram, your highlights, everything should have your look to it. That shows dependability and professionalism. 

Your logo has to be your name, we don’t have time anymore for you to have two separate things for people to remember. Have your logo be your name. 

The category you shoot, whether it’s portrait, automotive or lifestyle. Make sure that you write it in your email promo so when they do that search for that category, you’re a part of the list. 

Then there are the keywords to specifically describe you in your categories, whether it’s an editorial feel or color pop or warm family, genuine, authentic, anything that really describes you and your work, make sure you try to write it in there. 

Location, that is a really important one, especially right now. People are going to want to hire locals. 

Then your extras, things you could remember to share, your drone work, or your motion work, or the equipment you use. How many shots you can get per day. All the specific things that are unique to you. And yes it’s always about your style, but this checklist is how the clients can find and remember you.

Navigating the Unknown Episode 13 is now live on YouTube! This week we speak to photography consultants Amy V. Cooper and Julie Skarwecki about all the steps in a comprehensive marketing plan. 

Guests:

Amy V Cooper – Photography Consultant https://www.amyvcooper.com/

Julie Skarwecki – Photography Consultant https://www.julieskarwecki.com/

Navigating the Unknown is a Q&A series in collaboration with APA-LA where we speak to different members of the photo community about all aspects of the commercial photography business. https://la.apanational.org/

With Co-Host: Photographer Hugh Kretschmer https://www.hughkretschmer.net/