PPA Today: Photography Marketing Archives
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Sarah Ackerman is known around PPA as #Sarah in part because she handles all things social media and in order to differentiate herself from the other Sarah's in the office. Sarah loves improv comedy (think "Whose Line") and routinely performs with Witless Protection around the Atlanta area and at Dad's Garage Theatre Company. When she's not tweeting/instagramming/facebooking all of the action at PPA, she can be found gallivanting around the world or wandering around the woods with her pup, but more than likely she's on stage making people giggle.
- Behind the scenes: Editing images, clients getting ready, some (appropriate) office jokes, new props or backdrops, anything that would make you (and your company) stand apart from the other guys in town.
- Sneak peeks: The images don't need to be perfect, but once a first round of edits have been done, post your favorite images from past sessions and tag your clients! This can be done on Facebook, Twitter or Instagram (or Instagram it and share it on Twitter and Facebook for even larger reach).
- Community involvement: If you do charity work or teach classes, share why you do it and what you get out of it. And of course, snap some quick pictures to share!
- Staff highlights: If you have other photographers, interns or anyone else that's around, do some quick interviews to help your public get to know everyone better (this includes yourself)! People like to do business with people they like and are familiar with. Social media is an easy way to earn interest and more love from your audience.
- Session tips: Give pointers on what to wear (or better yet, what not to wear), makeup and hair tips, smiling pointers and anything else that you think would make your clients feel more comfortable in front of your camera.
Getting stuck in the middle of a client's family strife? Check out how your fellow photographers navigate the muddy waters of family relations, threatened blackmail and bad press.
2. Marketing: FB Likes
If you're a newbie to Facebook, or just frustrated with a lack of likes and engagement, this thread is for you! See how your peers find their clients, increase their fan base and stay connected. We bet you'll "like" it!
3. PPA Members: Flaming Balls
Unfortunately, this one isn't nearly as inappropriate as you might think, but if you're a sports photographer, you might be interested in lighting your client's sporting equipment (i.e. balls) on fire. Debate the pros and cons of rubber cement, gelatinized fuel and more options to set your images apart!
4. PPA Members: What's the next big investment in your business?
Whether you've been in business for a month, a year or a decade, you're always looking to invest in your future. Join this thread to see where others are putting their resources for their next great move!
5. Post-Capture: Thoughts on editing services
What are your thoughts on getting away from the computer and spending more time behind the camera, doing what you love? Outsourcing your editing can be a touchy subject--weigh in with your opinions here!
- Branding: General company/brand recognition is huge, especially for photographers. You don't want to be "that guy over on Main Street...you know...what's his name?"--You want to be you! You want (and need) to build a brand identity to get word-of-mouth recognition going.
- Attract new clients: Utilizing social media to drive traffic to your pages or website/blog will help attract new clients and customers. Also, by listening closely (we covered that week one) - you can see who is in the market for your work and seek them out. By handling social media in a professional manner, it will allow your personality and your work to shine.
- Build a following: By creating dynamic content, you'll be giving your customers a reason to talk (positively) about your brand! They will share your content and voila! Their friends become your fans and followers and you become a likeable, recommendable, in-demand photographer.
- Understand your target market's point of view and activities: Think of your target demographics--age, gender, income, location, as well as interests and priorities. When you post on Facebook, you can segment by many of these demographics and really hone in on who your post reaches.
- Consider influencers, buyers and end users: This is key--especially with senior portraits! You have the senior (end user), buyers (parents) and influencers (senior's friends/social circles) to contend with!
- Consider your audience's social media behavior: Do they lurk? Do they share? Do they create? Each type of social media user can be engaged in a different way. Know your market to see how you can best leverage your reach.
- Create an editorial calendar: We'll go into this more next week, but know you should have a place to create content in bulk so it's less work on the fly.
- Brainstorm ideas: Using these themes, bring in your most creative thinkers and collaborate how you can best utilize these themes in fun, interactive ways!
- Offer a variety of content formats: Text posts are not nearly as popular as images. You're a photographer -use your work! Also consider utilizing your Instagram images on Facebook/Twitter or creating a YouTube video to share "behind-the-scenes" action.