Today’s post is a guest post from Nancy Young. See more of Nancy’s info at the bottom of the article.
15 Questions to Help You Define Your Photography Marketing Strategy
Whether you’re starting your photography business or decided to make marketing plan from scratch, there are some key point you need to take attention to. Building photography business is a time-consuming process. There is no step-by-step formula of success. However, the major questions you need to answer here will help you to ensure that the time you spend is aimed at the right place. So, scroll down and answer these questions to attract more potential clients and build a strong photography brand. Also, here you’ll see the possible answers on those questions!
First things first, you need to know what direction to move. You need to set your personal goals. These three questions are the most important when it comes to setting your goals.
- Why have you become a photographer?
- What is your photography brand’s overall purpose?
- What do you aim to achieve with photography?
Answering these questions you’ll find yourself going on two parallel paths. On the first one, you’ll set a big dream planning your mission why you’re in photography business, The second path is serving the first one. It’s setting specific small goals to reach the big one. So, the big goal can be reached only with reaching small goals.
image by Olu Eletu
When it comes to implementing your ideas into goals, there are a lot of cool frameworks to follow. One of the most popular is SMART. This method gives you specific criterias to set your goals. Abbreviation SMART means: S – specific, M – measurable, A – attainable, R – relevant, T – time-limited. So, while setting your goal, make sure it’s specific, it can be measured with real numbers, it’s achievable, still relevant, and limited with some period of time.
Your Target Audience
Defining your audience is a key to shape your business, services, brand and marketing efforts as a whole system. Without understanding who your audience is, you can’t be able to define why you’re reaching out this specific group of people. In result, you business will lack of focus.
For example, if you’re a wedding photographer, your audience is not moms with kids. Your audience will be couples. It may seems pretty obvious, but when it comes to your marketing efforts, you need to stay focus on this particular group of people.
Photo by George Yanakiev
These days lots of photographers has a few specializations to get needed income. You may be a family photographer who do editorial work on weekends. In this case, you need to define your target audience for each of specializations you have.
Write down the answers on the questions listed below:
- How old are they?
- Where do they live?
- What is their income level?
- What kind of photography do they like and why?
- What are their buying habits and seasons?
- Where do they hang out? (online and off)
- What are their major needs?
- What problems can you help them solve?
Knowing needs and desires of your target audience is a key. If you don’t know the answer on some questions, feel free to ask your previous or potential clients about their buying habits and things they like.
When it comes to products or services you sell, think about benefits, not features. Think NOT about the service or product itself, but about the ultimate effect it may have on your clients.
Your Marketing Plan
Have you ever thought that the words you say and the emotions you’re trying to cause have a huge impact on your clients?
- What is your brand voice?
- What emotions do you hope to convey through your brand’s visuals and messaging?
For example, if you think of popular energetic drink Red Bull, it’s associated with adventure, new experience, and adrenalin. Make a list of such kind of words for your own brand. FOr example, if you do boudoir photography, let it be: sexy, confident, ladylike. Or for wedding photographer: happy, romantic and in love. Due to the emotions you are trying to cause, you can get to know what words to use in your marketing messages.
- What is your marketing plan?
This question may sound really daunting, however, you need to have a specific plan to develop your business and let it grow. First of all, make a list of some important marketing categories you think you can address and your budget will allow. For example:
Social Media: Facebook page, Twitter, Instagram, and Pinterest.
Emails: direct emails with postcards or thank you notes.
Events: charity events you shoot for free, trade shows, or some portfolio reviews.
Email Newsletter: email newsletter with promotions, sales, or updates from your blog.
Local ads: ads in local magazines and newspapers, business cards left in local stores and cafes.
Photo by Pawel Kadysz
You never know from where your potential clients may come: from the local coffee shop where you occasionally left your business card or from one of your social media channels.
Create a marketing plan and integrate those marketing efforts into your daily and weekly routine.
- Is your portfolio site as amazing as you are?
While starting and building your photography business, your portfolio website is a must. It’s the biggest marketing tool. Website is your online business card and the reflection of your professionalism. It’s a place where you can showcase your work in the best way, connected with clients, book photo sessions and more.
Photo by Evan Wise
Think of your own experience online while creating your site. It should contain the following sections:
– Well-done galleries or slide shows;
– Creative and unique “About Me” page;
– Contact form;
– Calendar with available days and ability to book a session online;
– Client galleries or file delivery page , so you can easily send final work;
– E-commerce capabilities (if you sell photography products);
– Regularly updated blog.
To help you out creating a portfolio which will match all those requirements, try out Defrozo. It’s all-in-one marketing platform for photographers which enables you to create a mobile-ready site, blog, clients galleries and do a lot or organization tasks online.
So, you need to set up your goal, define your target audience, create a marketing plan and an up-to-date website to make your business grow. Smart planning тв research will lead to success one day. Just remember, it’s impossible to build a strong photography business overnight. What are your photography questions? Please, share us in the comments below.
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