Marketing Strategies for Professional Photographers

Marketing for Photographers: Starting your own business is never an easy task – and in the photography industry, it would be no different.

The revenue used in operating costs, such as renting the studio and the monthly expenses associated with it, the purchase of hardware, work tools and utilities, tends to be so high that it often lacks money to invest in a vital segment for any business: marketing.

Talent, study, professionalism and taking pleasure in your own activity are essential in the development of your photography business, but that is not all. If the intention is to generate profit through it – and it usually is – having customers is essential.

How do you find them, however, if the money needed for disclosure is not always available? The organic search for services can happen, but it is rarely enough, which impacts the health of new businesses and forces them to close their doors before they even show any capacity, talent and strength they could have in the market.

To help with this issue, we will bring in today’s post some marketing strategies for professional photographers who are starting out in the market or looking for ways to make more money.

Not everything is Digital Marketing

Much is said about digital marketing due to reduced investment. It is a trend that is on the rise and online portfolios are important, however they are nowhere near enough to make a name for themselves, especially when referring to the local community – which is where most of your customers will come from.

We are not devaluing digital marketing in any way, but we reiterate that putting the most traditional forms of dissemination into practice is extremely important; far from digital trends, traditional marketing never goes out of style.

How to begin?

Well, it is important to stress that the beginning is never easy. The results will not be immediate, and you will hardly see the fruits of your efforts the next day.

Gradually, however, your name is structured and built in the midst of the community and, after that, all you have to do is charm them with the talent and professionalism that dictate your work, and everything should go well.

Your business has just been born, so show yourself!

That’s right! Show yourself to people. Use any and all opportunities available to people get to know you, to let them know that you and your work exist.

One way to do this is by making yourself available to register charity events in your neighborhood or city, for example, free of charge or with reduced costs.

In addition to doing a good deed, the photos will be posted with your name or other information you consider relevant, such as the contact or your website.

Also be aware of possible events that are happening in the surroundings, especially those of a commercial nature. It is a great opportunity to increase your network and make yourself known to people who may hire you in the future.

Sometimes, it is necessary to start in areas of the market that are not the main focus of the work, it is also not what we like most, but behind a good afternoon of work there may be other opportunities that justify these baby steps.

A good speech

Another good marketing practice for photographers is to create a short speech, thirty seconds or less, that defines your business uniquely.

What is different about you compared to other photographers? Which are your strong characteristics?

Think about it and, whenever you are asked about your work, use that text. It may seem silly, but security when presenting and recognizing in your points the positive traits of your business in a first contact can be the key to closing a fruitful partnership in the future.

If you are unsure how to develop a speech that summarizes your work, search Google for the term “elevator pitch”. Many examples can be found on the Internet that can help you create the perfect definition for your business.

Develop partnerships with local businesses

Approaching established companies and thinking about strategies where they and you can win will generate not only positive communication, but greater recognition of your work before the general public.

There are several ways to sustain partnerships, but always remember to address yourself in a slightly more specific way in this case, respecting the segment in which you operate.

If you take pictures of weddings, for example, there is no point in joining a mechanic workshop. Define the partners you would like to work with, also relating the company’s values and relevance to the local community, before putting the partnership into practice.

Photoshoot

An interesting way to start the partnership is to organize a photo session of products that the partner company works on. These photos can be used at the physical point of the company in question.

Your photos will be noticed by customers who are not even looking for a photo service at that moment, but may need it in the future.

If you can arrange to leave some business cards at the partner’s establishment for customers to collect at the checkout or at the exit of the site, even better!

Incentive Campaigns

Sweepstakes and incentive campaigns are also interesting ways of marketing for professional photographers. People love to be presented with prizes, since they bring an aspect of uniqueness.

Thinking that the person feels benefited by your business only increases the chances that they will create a positive image of your company and, therefore, disseminating it thereafter to friends through word of mouth will be natural.

Developing the structure of this partnership involving prizes can be quite simple, such as placing a basket at a local store where customers interested in winning a photo shoot leave their name, phone and email, for example.

Creativity here will only bring more good results for the effectiveness of this initiative. Think carefully!

… And it’s time for digital marketing for photographers!

Yes, dear readers, digital marketing is important and we cannot ignore it. In addition to developing an online portfolio with your work, having a strong presence on social media is very important.

Think about the networks your audience may be in, and create professional profiles on them, sharing tips, records of your work, among others.

As for your website, we don’t need to say that professionalism in the aesthetic and functionality of the page is essential, right?

If you want to print a more professional image and the first contact that people will have with your activity will be an amateur or outdated website, this first impression will hardly be modified.

Unfair, yes, but real.

Photography Authority

How about becoming an authority on photography? Building a relevant image within the segment can bring new customers.

An effective way to do this is through articles and publications where you share your photography knowledge with the public and, in parallel, disseminate your work.

In addition to getting more attention from the community, maintaining a blog with periodic publications is very good for the SEO of your site, which, in the medium-long term, generates more recognition of it by search engines such as Google, Bing and Yahoo.

Finally, one last tip: don’t forget the customers you’ve already won.

Remind them with exclusive promotions, such as a newlywed couple getting a discount on the photos of the first year of marriage, will make them feel valued and loved by your business.

Remember: Much of the relationship between customer and company is emotional. Marketing for professional photographers is the art of delighting customers.

Choosing the right partner

There is no point in a very well done digital work, wonderful photos, very well edited and with all the quality if your printing partner and technical preparation of your photographs and digital albums does not treat your project with the same effort that you do.

Digibook is among the largest online companies in Portugal focused on the printing of digital albums, with the inclusion of all the elements that complement it, from boxes, suitcases, boxes for pens and respective pens, as well as prints and applications on the most diverse supports.

Get to know the testimonies and opinions of photographers who trust the printing of their work with Digibook.

Did you like the strategies? For more content for professional photographers, just stay connected to the Digibook blog!

Image credits for this article for photographers Heather Morse, Essência Fotografia, Frank Alarcon, Tim Bish, Zahra Amiri, Ahmed Hindawi and Jakob Owens.