Mon, 24 Dec 2012, 15:15
Marketing your photography business
Looking for inspiration on how to promote your photography website and business? It can be difficult to get exposure (forgive the pun) in this line of work, as each photographer is essentially a small fish in a big pond.
With this in mind, (and as photographers were our group of the month in November), we’ve put together a mini marketing guide. So, whether you’re just starting out or have been on the scene for some time, we hope these nuggets of wisdom will encourage you to try some new approaches and help you spread the word.
Making your website as striking and engaging as possible is the best place to start. Here are some particulars to focus on.
Displaying your images:
Snooty Fox’s celebrity gallery is one of the most eye-catching we’ve come across. By displaying a range of their portrait images across the page, owners Meriet and Leo ensure they really grab your attention while showcasing some of their high-profile clients at the same time.
Matthew Wardle has opted for a slideshow feature which makes his images almost full-screen for viewers, allowing us to see the detail he catches in his stunning landscape scenes.
Ian Reed offers some handy advice for protecting your images in case they're shared around: "Always watermark your images with your copyright logo. This directs people where to go if they like what they see. It’s also important to embed your images with your copyright so that, if someone saves your image, it will display your name, website and contact details.”
Blog as often as you can. Not only is it a way to get your personality (and examples of your work) across, if a potential customer is visiting your site and you haven’t updated the blog in months, it can put people off and they may think you're no longer in business. If you don’t have time to blog (although we recommend that you do try to make time), then don’t include a blog on your website.
Consider featuring some testimonials on your site - they could be the deciding factor when it comes to customers choosing you over someone else. A guestbook is a great way to encourage comments. It’s also easy for people to navigate and see your glowing reviews. Ian Reed and Kelly Hearn are good examples.
Nichola Morton’s website is instantly eye-catching thanks to her Christmas portrait deal. Deals, prizes and bonuses are a great way to get potential customers instantly interested. You can theme the deal to relevant events and seasons, as Nichola has with her festive deal, or offer bonuses for customers who refer you to their friends.
Showcasing your work
Getting your work in front of as many people as possible is the best way to generate interest and attract clients.
Appearing on relevant photography blogs is a great way to promote what you do. Inspire me Baby regularly features guest-bloggers and their images. Find some that suit you and your style. Alternatively, Flickr and 500px are ready-made photo-sharing sites through which you can reach a wide audience.
As Moonfruiter Matthew Wardle explains, it’s not that difficult to get your work displayed at relevant exhibitions: “Speak to your local arts centre and see if they can help you out. Most do not charge very much to display work.” It’s an ideal opportunity to get local people interested in your services.
Don’t just focus your efforts online – there’s a lot to be said for the more traditional methods too.
Business cards are an essential tool for networking and making sure you leave an impression, so use them effectively – display your best shots on them as an example of what you can do and be sure to keep them handy, ready to give to potential clients.
Moonfruiter Andrew Raby says cutting your prices for a good cause can end up working in your favour in the long term: “We carry out some work at a lower price for people who we know are going to act as ambassadors for us and bring in work from other areas.”
Once everything else is in place, it’s time to spread the word far and wide through online social platforms.
The people behind Loving Creativity use their Facebook page brilliantly. By regularly uploading images from new shoots they are staying in touch with all their fans, and the attractive images are sure to create new ones too. The personal messages add a nice human touch to the page.
Moonfruiter Matthew Wardle uses hashtags regularly on any tweets he feels people will be interested in, attracting other Twitter users searching for that subject to his page. He also follows a number of people that he feels are his target audience, and has built up a strong group of followers himself. Matt uses Twitter to drive traffic to his website, the address of which is displayed prominently at the top of his page.
That’s all for now folks! We hope you found this guide useful and that it helps you improve your marketing efforts. We'd love to hear how you get on with it, so please share your thoughts. Perhaps you have some advice of your own you'd like to share? Fire away in the comment box below.