What is the difference between “digital rights only” and web or social media usage?
“Digital rights” covers all digital usage. “Website and social media” only covers usage for social media or on their website. Digital rights covers ads on any digital platform. One important point to remember is when they ask for “website usage,” write that company’s website in your terms. There is a big difference if you don’t put it in as their website.
What is your process after you’ve on-boarded a new photographer? After discussing where the photographer wants to go and where their work would be a great fit, what is your strategy in regards to marketing? What is a rep’s game-plan?
This is a big question and I could probably write pages! The overall marketing strategy for a photographer really depends on what stage they are at in their career. Some need to revise their website while others need to print a mailer promo. The game plan often begins by figuring out who their potential clients would be (based on the categories in their portfolio) and then emailing all potential clients a “hello” + a link to their work. We create specialized client lists based on what category we are targeting, and I also like to give the photographer a list of 10 “hot” clients to email directly every month. We structure their entire marketing plan which includes social media, portfolio meetings with clients, and upcoming tests.
Should photographers watermark images on their website?
Photographers should not watermark their images on their website. It ruins the experience of seeing the image.
What’s the best advice you can give a photographer who is seeking representation?
Best advice to find a rep is to email the reps that interest you. All we want to do is check out your website. If you know people in the business you can ask around and get the word out there that you are looking.
How do you find new photographers? Specific websites?
Guest Post, Mara Serdans: I get lots of emails and promos from photographers. Otherwise, I find new photographers on Instagram, at portfolio reviews, blogs, magazines and at gallery shows. I peruse directories like At-Edge, Workbook, and Found Folios. I love checking out PDN’s Annual listing of New and Emerging Photographers. I’ll even go back to the previous years’ listings to remind myself of the talent.
Guest Post: Creative Consultant, Mara Serdans
When you have found your voice, you have context. Every time you do something, it now needs to be in line with your voice.
When you are editing for your website, it needs to be in line with your voice. When you are selecting images for your email promo, it needs to be in line with your voice. Your voice will make you make sense to clients. When you make sense, you are remembered and when you are remembered… you get hired.
Guest Post: Agency Access
The Photographer’s Survival Guide to Marketing
What type of books do you recommend to photographers coming up in their careers that are both presentable and feasible?
This is a very relevant question for this time in our business because websites and social media are the new portfolios.
Currently, it is very rare that someone would ask you to come in and show your book, unless you go out of your way and make that happen. It’s something extra you can do. If you are going to show a “book” a printed book is the best way to go.
How would you advise a photographer to reach out to new clients to ask for a face-to-face meeting to introduce oneself?
The best way to ask for an in person meeting is to treat your client as you would want to be treated. A phone call would annoy me so I don’t do many of them. If you can meet the person at an event that could help, but otherwise the simple answer is: email them with your website as that is what they really need to see first.
Can you give us some advice about what we should be doing with our social media, website and marketing strategy in general?
Guest Post, Art Producer: Social Media is very important these days, especially in the way clients are trying to reach their audiences. Hash-tagging can help to expand your discoverability, but of course it’s not the end all be all to becoming noticed.
Your website should be clean and easy to navigate, while also showcasing recent work to show you are still actively working/generating personal projects. I enjoy physical promos as well, but find they are most valuable when they come from the artist themselves (i.e. From a meet and greet).
What are the 3 most important design elements to keep in mind when creating an impactful photography website?
Rob Haggart, PhotoFolio: Your typeface, your logo, and your images are all that matter. The typeface should be modern, the logo should be minimal but professionally done, and the images should be the focus of the website. Art Directors love type and bad fonts can ruin great photography.
