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.
So…printed promos being kinda a guessing game these days as most are working from home, are you finding LinkedIn being the go-to source to keep up with folks to market to? The list services have always been so hit/miss for emails and so many people have transitioned to new gigs. Just curious where and how folks are staying on top of their lists.
A:
Divide your list into two parts – the mass list like on Agency Access (feels like a fishing net) and then the HOT clients you want to work with or who already know your name. The HOT list will need you to get a bit more creative in building relationships to stay in touch. This relationship-building marketing can be through interests you share, IG dm’s, commenting, and relating to people in ways that take your marketing to that next “human” level.
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.
What’s the best follow-up with opened/clicks after sending email promos?
A:
A clicked on email promo gives us a goldmine of valuable information. The gift is that now you know who is interested in your work. Take this knowledge further by adding anyone at their company who is not already on your list and research other companies with similar vibes to get them on your promo list. Follow up with your newly “warm” names who know you in IG with Feeds/DM’s/Stories comments. Finding their IG handles is not always easy; LinkedIn and their personal websites can help. Now it’s time to engage!
A One-Sheet is what I refer to as an email promo that is more of a specific grouping of images that looks like it is created specifically for that client. It does not have the mass email information on it, and I attach it to a personalized email with images to look like it was created just for them.
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:
Design
Your name
Category
Keywords
Location
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.
I am in the process of launching a new website which has a different front and color of font than my print promo and business card. It is not ideal. Do I create an interim solution or am I overthinking branding?
A:
You are not overthinking branding because your look and vibe should remain consistent. Then again, if you are the start of your career and have not cemented your look + feel then you are more free to explore. We all have to keep revising our look but hopefully there is a consistency to it that continues to grow. The worst part is that your printed promos and business cards should not be used anymore and right now, during this Covid time, that is just fine.
I see marketing myself as a finesse trait. Being aggressive doesn’t work 24/7. How do you find the balance? What’s a good rate of popping up on somebody’s radar?
A:
I relate to your question as I have to restrain myself from being too pushy. I want to be in touch 24/7 but that really can hurt us and close some doors. The main point about popping up on someone’s radar is having something to say. Get to know people and find interesting genuine topics to bring up or really have some new relatable images to show off. The most annoying contact would have nothing to say and sound like “sales”. The general # of email promos for a photographer should be once per month, but again, only if you really have something to show that they haven’t seen.
What is “Marketing” these days? One way it is different is that we are all feeling more human right now. I’m having an easier time reaching clients and building my email promo lists. People are responding, so say hello.
This is a time when I’m noticing some photographers being very proactive in reaching out and communicating, which is essentially what marketing is. It can look quite different from how it used to, and we’re currently creating new ways to engage. Whether it’s on Instagram, LinkedIn, or any other platform, it’s important to keep yourself visible and active.
Right now, amidst this calm in the storm, take the opportunity to put yourself out there. Get creative, rediscover, reform, and reinvent your own marketing plan. Whether you have a rep or not, seize this moment of openness in the industry. Jump in, find your way, and let your voice be heard. It can be as simple as a friendly hello—just get yourself out there.
How do you feel about print promos right now? With many people working outside the office, it seems unlikely they will actually see them now.
A:
Mailing printed promos would be a waste of your money right now since our clients are not in their offices. I use printed promos as leave-behinds at showings as well, since those aren’t happening I’d suggest not printing anything right now. Use your marketing budget on email promos and ways of engaging on Instagram.
