9 Ways Photographers Can Grow Their Business
By Andrew Scott
Every picture clicked is a memory!
Photographs capture moments and events that make life beautiful. Behind the lens we have the ability to freeze moments in time and share them. And the choices are endless in showcasing your talent to the world. If you can’t select just one place to share, why not use them all? Here are top ways how photographers can grow their business:
Define Your Product and Services
Having a clear identity as a photographer – whether that be stylistically, location-based or subject matter focused – helps you define your niche, position yourself as a go to photographer in that area, and reach a very targeted group of customers. Said one art director from an advertising agency, “Photographers make mistakes when they don’t clearly position themselves. I need to know what type of photographer they are and their style. If it looks like they are all over the place. I can’t be confident that they can do my job well.
Determine Your Market
Who is your audience and what are their needs? Truly understanding your target market, including what they want and obstacles they encounter, can help you hone your marketing message and products to fit their specific demands. It will also help you better assist the benefits of doing business with you and deliver a smarter product or service.
Create a Marketing Plan
One-time marketing efforts rarely pay off. You often need to spread the news about your photography through many channels to get on people’s radars and convert them into paying customers. To get the word out, consider using social media, email newsletters, and participating in trade shows and networking events. Tip: Make a list of your marketing ideas and slot each into a calendar to stay on track.
Focus On Your Finances
Whether you’re full time, part time or a freelance photographer – or even if you make a few bucks on the sided from your photography – you are your own business. This means you need a separate bank account for your business, equipment and liability insurance and a cash flow plan. If this is new to you, we recommend sitting down with an accountant to help wrangle your budget, tax obligations and other financial needs.
Tune Up Your Website
Getting people to your website is hard work. If you site only showcases your photography, you lose the chance to capture a potential client’s information ultimately convert them into a paying customer. Instead, think of your website as a sales and marketing tool where people can easily sign up for your newsletter or purchase prints and products directly online. And don’t forget to include your contact information.
Build Your SEO
The goal of Search Engine Optimisation is to get found online – especially by people looking for your products and services without knowing who you are. Building you on-page content and list of “Backlinks” links from other sites to yours for example can help quickly improve your search engine rankings.
A strong social media presence can translate into real exposure for your photography business. Why? Because your website is no longer a daily destination for your customers, whereas sites like Twitter and Facebook are.
Create an Advisory Group
When it comes to self-evaluation, photographers are often too subjective to assess their own strengths and weaknesses. So instead, try soliciting honest feedback from fellow photographers, friends, smart markets, financial advisors and designers about how you can improve your own prospects this year. People are normally glad to help.
Follow Up With Old Clients
Your old clients should be your easiest sale because you’ve already done business together. If you haven’t been in contact with them for a while, reach out and update them on your new projects, products and services. Don’t forget to remind them of how you worked together in the past and where you are located.
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