Do More With Your Photography: Best Practices On Promoting Yourself and Your Work
As photographers you're experts in understanding exposure values, but what about the importance of maximizing your own exposure? Join photographer Robyn Pollman and MOO.COM for an in depth discussion on effective ways to create brand awareness for your work, your images and your business.
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Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
How to Market Yourself as a Professional Wedding & Portrait Photographer
1. How to market yourself
as a professional wedding & portrait photographer
Session sponsored by
2. The Marketing
Strategy Tripod
YOUR PORTFOLIO
YOUR CLIENTS YOUR NETWORK
3. SHOW OFF!
(That’s a suggestion, not a criticism)
YOUR PORTFOLIO
YOUR CLIENTS YOUR NETWORK
4. Create an online presence to host your portfolio
http://www.ericryananderson.com/
5. Considerations
• Site should be updatable - in keeping with your tech skills
• Research low cost/free options
• Choose a selection of your best work. Not 1 image. Not 1000.
Create an online presence to host your portfolio
http://www.ericryananderson.com/
7. Considerations
• URL should be easy to find; include relevant keywords
‘photography’, ‘weddings’, ‘portrait’
• Regularly update your content; Search Engines will
‘crawl’ it more regularly
• Encourage other sites to link back to yours. Builds ‘LinkJuice’
• Experiment with Google AdWords. Find free vouchers!
• Purchase “local” keywords to reduce price p/click e.g. ‘Boston’
Ensure your site is found. Make it “Google friendly”
9. Considerations
• Use a variety of images, or different packs for different occasions
• Include all contact details; website, e-mail, phone etc
• Keep your cards updated with new, fresh images
• Let people pick and choose; use your cards as a portable portfolio
Portfolio Business Cards available at moo.com
$21.99 for 50 cards
$69.99 for 200 cards
11. Considerations
• No need to buy in bulk; tailor your books to different occassions
• Don’t be afraid to give books away - will make a great impression
• Do a hard edit of images before creating the book
• Add your url and details to the book, or slip in a few business cards
Create portfolio books to handover to special contacts
14. Considerations
• Many are free or inexpensive
• Be in the know; other photographers are already doing this
• Directories are a good way to be seen by potential customers
looking for your services
Add your site to as many directories as possible
15. Social networks are the new referral system
http://www.robertdannphotography.co.uk/
16. Considerations
• Keep content on your social network sites up to date
• Tap into active communities to expand your network
• Be proactive; start discussions, ask questions...
• Use these sites as a test ground for new work
Social networks are the new referral system
http://www.robertdannphotography.co.uk/
17. Share your knowledge and expose your expertise
http://www.buttonsandbowsphotography.com/blog
18. Considerations
• If you’ve done something you’re proud of, share it
• Keep an eye on other popular blogs to pick up tips and ideas
• Starting a blog can help drive traffic to your site
• Don’t spam - stay honest and genuine
Share your knowledge and expose your expertise
http://www.buttonsandbowsphotography.com/blog
20. Considerations
• Outstanding reviews from happy clients instill confidence
• Lots of reviews shows that you’re busy, which is a good thing
• Reviews allow you to *boast* without blowing your own trumpet
Invite happy clients to review you online and on your site
22. Considerations
• Use events as an opportunity to meet new clients and other
fellow photograhpers
• Stock up on Business Cards before events
• Events can provide great content for blogs, twitter, facebook etc
• Stay informed; companies showcase new products at events
Events help you stay informed and well connected
24. Considerations
• Non competitor companies might be happy to promote you
• People organizing events will love a ‘1 stop shop’ approach
• This is an easy way to expand your reach
• You can provide a service to others to generate goodwill
Expand reach with complementary services relationships
26. Considerations
• Avoid disappointing clients; have a back-up
• Everyone needs advice/second opinions
• Split costs/workload when hosting events, marketing services
Build a circle of photographer friends
27. HAPPY CLIENTS (come from small packages)
Delighted customers can be your best advocates
YOUR PORTFOLIO
YOUR CLIENTS YOUR NETWORK
29. Considerations
• Using images from your client’s project will make a big impact
• Consider selling whole packs of cards (or stickers!) or give as gifts
After projects, send Thank You cards
with the finished work
30. raynaoc
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AmyNeubauer
Develop and implement customer loyalty
or referral programs
31. Considerations
• Getting creative with gift bags and ribbons creates a
professional touch, and makes a piece of self-promotion feel
like a special gift
• Create a referral program that rewards both new and
existing customers
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• Give your clients something relevant and useful (such as
Postcards with the client images) and offer a discount to
new customers
sarahjthoma
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AmyNeubauer
Develop and implement customer loyalty
or referral programs
32. Keep in touch with past clients
www.buttonsandbowsphotography.com
33. Considerations
• Stay in touch with clients at key times in the year
• Sending a Holiday Card or Birthday card (using their photos!) is a
nice added touch
• Showcase a new exhibition or service
• Send a few cards for distribution amongst your client’s network
• Be sure all communications are appropriately branded; Use
Stickers to customize and brand stationery or envelopes
Keep in touch with past clients
www.buttonsandbowsphotography.com
35. Considerations
• Delight your clients by giving them surprise gifts using their images
• Help
Occasion Photography
them create their own gifts for clients or friends and family
• Consider selling special photo gifts for a premium service
• Inexpensive, small items can still be remarkable
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Create memorable, keepsake client gifts or extras
36. Occasion Photography
Occasion Photography
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Occ asion Photograp
Make your self-promotion items blend into an event
37. Considerations
• Clients are more likely to promote you if your cards fit with their
event
• Choose images of the client or ones suitable to the occasion
• Use images of the client to encourage guests to pick up your card
Occasion Photography
• Leave ‘event cards’ inviting guests to view the images online at
every place setting; be sure to include your details on every card
Occasion Photography
hy
Occ asion Photograp
Make your self-promotion items blend into an event
38. THE RIPPLE EFFECT
THEIR NETWORK
CLIENTS
YOUR NETWORK
YOU
(and your work)
39. Thank You for attending
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47. Portfolio websites
• Example online portfolios
http://vandelaydesign.com/blog/galleries/best-photographer-websites/
• Build your own online portfolio site sites
http://www.moonfruit.com/
http://www.yola.com/
http://www.foliolink.com/
http://www.isdntek.com/clicpic.htm
http://www.wix.com
http://www.lafraise.com
www.livebooks.com
• Tips on building an online portfolio
http://www.dphotojournal.com/how-to-build-your-photography-portfolio/
48. Getting people to your site
• SEO tips
http://www.seomoz.org/
http://training.seobook.com/
• PPC (Google AdWords) tips
http://www.quirk.biz/emarketingtextbook/
http://sem.smallbusiness.yahoo.com/searchenginemarketing/
https://adcenter.microsoft.com/
• Online Directories
http://www.dmoz.org/
http://www.google.com/local/
http://dir.yahoo.com/
http://www.business.com/ (not free)
49. Other ways to make money
• MOO; http://www.moo.com/
Personalized stationery
• Blurb; http://www.blurb.com/
Photobooks
• SmugMug; http://www.smugmug.com/
Prints + Gifts
• Imagekind; http://www.imagekind.com/
Community for buying + selling art
• iStockphoto; http://www.istockphoto.com/index.php
Stock photography
• Alamy; http://www.alamy.com/
Stock photography