Photography marketing can be a tricky, but essential part of running a photography business. So if you can take a decent photo and want to make money out of it, read on.
The term ‘marketing’ can apply to so many different things, from paid adverts to casually exchanging business cards at a party.
There are many options for creating a clear marketing plan. Let us guide you through our top 15 photography marketing ideas that will get you more clients.
1. Build a Relevant Portfolio of Images
You need a portfolio of relevant images to show potential ideal clients. But how can you build a portfolio without clients? This is where TFP work comes in.
What Is TFP?
TFP stands for Trade For Portfolio. It describes when creatives collectively get together for a photoshoot so that all involved parties have images for their portfolios. It’s a great way to create portfolio work that fits your ideal client.
TFP work is often seen in the fashion photography world and in the wedding industry. Here are our tips for seeking collaborations:
Portrait photography and fashion photography: Search sites like Model Mayhem; this is for models seeking photographers who will take portfolio photos for them.
Wedding photography: Look for styled shoots set up between vendors (make-up artists, dressmakers, venues, etc) to bring together an elaborate scene that mimics a styled wedding.
PRO TIP: Be clear in your communication with all parties involved. Remember it’s a collaborative effort meant to benefit all. If someone else’s vision isn’t aligned with yours, move on to another candidate that fits your brand.
2. Set up a Social Media Presence
Social media is an essential part of any photography marketing plan, so make sure that you’re using it in the best way possible.
To help grow your brand, you’ll need a consistent and branded presence on platforms such as Facebook, Instagram, and Twitter. Here’s what you need to consider:
Consistency is key: You need to create a relationship with your viewers by posting regular content. They need to become familiar with you. This does not mean you should post five times a day, but every day or two. Start with the goal of posting once a day. From there, adjust the frequency to test what works best for your audience.
Stay on brand: Consistency in branding is just as important. Make sure all your posts have the same tone, color palette and message each time; this increases connection to your viewers. The goal is to build likability so that a relationship develops with your audience.
Offer value, not sales pitches: Consistently post value, not sales pitches. Rather than posting about family portrait mini-sessions, post about how clients can coordinate outfits for their family photoshoot. Or talk about how amazing your client’s event is and link to their organization. Inform your audience and give them value in the form of education–leave the sales pitches to rare occasions.
PRO TIP: Take a leaf out of entrepreneur Gary Vaynerchuk’s book with his approach, where japs are the values you offer to your social media audience, the right hook is the ask.
3. Create a Google Business Page
If your website and contact details are not listed on Google Business, you may as well not exist.
Make sure that your business shows up by completing your Google Business listing. The profile is free to set up and it helps you show up in local online search queries.
You do need to have a physical address for these listings, however, you’ll either need a studio location or you should be comfortable listing your home address. Plus, you can list your hours, pricing, sample photos, and start collecting highly valuable Google customer reviews for your business.
PRO TIP: Keep your profile up to date as business information changes. Also, pay attention to reviews and reply to comments. It shows you care about your business.
4. Partner with a Complementary Company
There are bound to be other businesses that share the same ideal client as you. It is a great photography marketing idea to team up with such local companies and create joint offers.
Here are a few ways you can do that:
If you offer family photography: Consider teaming up with a local kids’ clothing boutique to offer discounted services when clients use your services together.
If you offer wedding photography: Team up with a local cake-maker or bakery to offer clients a discount if they book you to photograph their wedding.
Aside from discounts, teaming up with a complementary business can also create referrals for you: the kids’ boutique owner will think of you when clients need a kids’ photo session, and the bakery owner will recommend you to couples looking for a wedding photographer.
PRO TIP: Team up with companies you genuinely like and would yourself recommend to clients.
5. Donate Your Time and Photography Skills
There are always organizations looking for free coverage of local events. Donating your time to local organizations or events can be fantastic photography marketing, but only if you do it strategically.
Here are some tips on how to achieve that:
Be strategic: Choose an organization that relates directly to your ideal clients or your brand. For example, if you photograph babies, try photographing an event for a neighborhood association, that will put you in contact with local families.
Make your terms clear: Communicate your needs clearly with the organizers. In exchange for your services, they may offer some form of advertising; a spot in the event program, an acknowledgment by the MC, or photo credits on their website are all standard requests to consider.
Sell prints: You may be able to sell prints from events. If you’re documenting attendees, speak with the event organizers about the possibility of offering prints for sale.
PRO TIP: You may be able to make money by selling prints from events. Speak with event organizers if you are documenting guests at events such as gala dinners.
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