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By Sarah Ackerman 

As a member of PPA, you know how important it is to educate your clients on seeing the difference between the value of a professional photographer and Uncle Bob with a camera. To help, we've created a few nifty tabs (and its corresponding content, of course) that you'll be able to install on your company's Facebook page. It's meant to help you convey why hiring a professional photographer (specifically: you!) makes all the difference in the world! 

There are a few options for these "See the Difference" Facebook tabs. There are tabs for wedding photographers, portrait photographers, senior photographers and even a general photography tab (not specialty-specific) if you fit all (or none) of those categories. 

We created this content and will update it periodically, but we can't install it for you. So how do you go about installing this bad boy Facebook tab? There are quite a few ways!

It costs a little bit of money, ($30/month for most everyone, but if you have more than a few thousand fans, prices increase) yet it is the easiest way to go about installation. What's the phrase? "You can have two of the three out of: good, cheap and fast". This is good and fast, it isn't expensive, but isn't super cheap. To make it as easy as possible without actually doing it for you, Shortstack walks you through the installation process screen shot by screen shot (them doing it for you isn't an option: consider it a learning opportunity). 

It is a cheaper version at $15 for up to 1,000 fans (or only a buck for up to 100 fans). It won't walk you through the installation process in as detailed of a way as Shortstack, but it'll be still pretty easy to get it up and running if you indeed do it step by step. If you can handle $15/month, this is a great way to get this information out on your page and in your fans' feeds. 

Sounds redundant, right? Use Facebook to put something on Facebook? We list it third because it's a wee bit complicated, but... FREE! First you'll have to sign up for an App Developers Account (pretty simple - just click here and you'll be all set). The next part is where it gets tricky - the best way is to watch some great YouTube videos. Make sure the videos are recent as Facebook has being giving the apps some facelifts as of late. Here's one that might work for you!

It might take a few minutes, but once you've installed the tab, share it on your timeline to show clients why it's important for them to see the difference hiring a professional photographer makes. If you run into any issues, contact the Facebook App hosting service directly, they are the experts in this case.

You can download the tab graphics and html code here! 
If you want to make edits to the tab graphic itself, always remember the image needs to be 111 x 74 pixels and you'll have to pack a punch in that little space.)

Here you go! These are just three ways to install the tab - if you simply Google "Facebook App Installation" you'll discover a world of options, these are just the ones we are pretty familiar with. If you find another option you enjoy, please let us know! Email Sarah at sackerman (at) ppa (dot) com.

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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.




It should be no surprise that February flew by. Fast. Didn't have a chance to check in on theLoop this month? We'll we've got the top five discussions right here! Check them out, chime in and see where you fall in these popular topics:

Are you contemplating switching lighting systems? It can be a challenging and mind -boggling task! Weigh in to see what the best fit is for you and your fellow photogs. 

Do business cards make a difference? What designs work well and what designs might drive potential clients away? See if your cards are helping or hurting your business here

Sometimes Google doesn't even have the right answer. Talk turkey with F-stops and DOF while using an 85mm. 

Do you work with large groups in the out of doors? Discuss how to use fill light to correct those spots where the natural light falls short here!

This is always a hot topic. What do you do when a client asks for digital files? What are some good alternatives? What's some key language to use to drive your point home? Get in on this topic that impacts almost every photographer here. 

Don't forget, theLoop is PPA's safe and secure online community where members can discuss various photography topics! Not a PPA member? It's easy: join today!
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Over the course of the last few months, we've covered the bare basics of social media. In a field that's constantly evolving, your education shouldn't stop here! What are some easy places to get your social media quick fixes as you continue on this journey? Well, we have a few recommendations to keep you on your path to enlightenment.

Mashable: Get your geek on with daily social stories. Some are fluff (like the "The 10 Most Epic Celebrity Twitter Fights"), but there's a lot of quality information at your fingertips to gain inspiration and knowledge from. Like them on Facebook or follow them on Twitter to get your daily dose in small portions (and like their "Watercooler" for silly posts, many times involving cute cat videos). 

SmartBlog: Smart Blog is another wonderful source for a social media blog. It'll talk about great topics like "Why you should plan like your life depends on it" or "Grading retailers's social back-to-school promotions." Just because they aren't in photography, that doesn't mean you won't learn something awesome!

PhotoShelter: Photoshelter is the bombdiggity for free guides on photography specific social media. We love their free guides! Check in with them often to see their latest and greatest white paper on the topics (always good to like them on Facebook too!)

HubSpot: These guys are social media pros! They have fixes for everything, from boring cover photos to improving your social work flow or making sure your emails get opened by your clients. They also sell software to help manage social media--so there may be the occasional plug--but overall they are a really stellar source for great content.

SmartBrief: Get geeky with all of the big picture stuff on SmartBrief. These guys won't tell you how to improve your tweet-game, but they will tell you all the news about mobile marketing for the Asia-Pacific region (and other really cool topics). If you're a social media nerd--this is an excellent spot to spend some time each day. 

theLoop: Join theLoop's Marketing community to see what your fellow photographers are up to. Discuss ideas, talk about successes and learn from each other's mistakes! Remember--this is an exclusive benefit for only PPA members, so you'll have some wonderful photographers to learn from!

LinkedIn: Join some LinkedIn groups that are focused on social media/marketing! Subscribe to their daily digest and review it (yes, every day) to see if any topics pop out as something that would be interesting for your business! Just because it's not about photography doesn't mean there aren't key parallels to pull from.

So subscribe away! Join their email lists, like them on Facebook and/or follow them on Twitter! Keep up your social media education--it's evolving daily and many of these changes can alter how your posts are distributed. 

Have other social media sources you love? Leave them in the comments! 

This is post 7 of 7 in the Be More...Social series. Read the other posts in the series using the links below:

What did you do over Labor Day weekend? These faithful igers were out and about using the #ppagram to track their adventures! 
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Congratulations to @monicamcgivern, @tvphotos, @jmspitzer, @mdispenza and @nwaphoto for making it to the blog! Our next insta-adventure will be for Halloween, but in the mean time, keep those #ppagrams coming!
So far, we've covered how PPA members can activate and build a Find-a-Photographer profile to help consumers find them, as well as the resources available to help photographers show potential clients the value of hiring a professional photographer over an amateur. Today's post is going to be a bit different. We'll be providing advice for how consumers can use the Find-a-Photographer search engine the most effectively. So, if you're a PPA member listed on Find-a-Photographer, you may want to repost this to your own blog to help educate your own potential clients! 

Accessing Find-a-Photographer

So, you're looking for a particular professional photographer, or who's in your area, or a specialty pro? Well, PPA's Find-a-Photographer search engine is a great place to start. Find-a-Photographer's database combs the 26,000+ profiles of PPA members to screen the best ones according to your needs. PPA photographers are dedicated to producing the most professional images possible, delivering pro results regardless of the circumstances, and ensuring you'll receive quality products and services! 

You can access the Find-a-Photographer search engine directly from the left-hand side of PPA.com. There, you can do a basic search by zip code (simply put in your zip code, and click the green 'Search Now' button. By default, you'll see photographers located within 30 miles of your zip code).

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If you want to narrow this search radius, click the advanced search link below the 'Search Now' button. You'll be directed to a Find-a-Photographer page with greater search options. Not only will you be able to narrow the mile radius of the search, you can also search by city, state or country (PPA is an international photography association so some photographers in the database are located outside the U.S.). If you know the name of the photographer or the studio you are looking for (or even part of the name), you can search by either one of these parameters as well. 

Finally, you can choose what type of photographer you are looking for by checking-off as many of the specialties as you'd like. The Find-a-Photographer results you see will list those that have indicated that they specialize in the area of photography you are interested in. 

Once you've inserted all the different metrics you'd like to search by, be sure to click the red 'Search For Your Photographer' button at the bottom of the search page. That easy!

Browsing Photographer Profiles

Once you've done your search, you'll see a list of Find-a-Photographer profiles organized by their distance from you. You can click on any of these names and find the contact information for that photographer. Most photographers list their emails, so you'll be able to email them directly from the Find-a-Photographer search engine. You'll also be able to visit their website, and view sample images if the photographer has uploaded any. 

Keep in mind that some photographers will travel for an assignment (some for free, others for a nominal charge), so it may be worth it to check out photographers by specialty or accreditation in other states or cities! 

When screening through the final search results, you may notice that some photographers have a Certified Professional Photographer logo next to their name. This means that the photographer has completed the necessary requirements to earn the Certified Professional Photographer (CPP) designation. Only a small percentage of photographers have earned this credential, as it represents an extensive preparation process that involves experience, a current comprehensive knowledge and skills of photography, and a control of light and photography equipment under any circumstances. This CPP designation conveys that you have identified photographers who are up to date (they have to renew their certification every three years) and who are on top of critical photography knowledge and technique, clearly separating them from inexperienced or amateur photographers. You can even set the search results to only show you CPPs to be certain to find bullet-proof photographers. Just check that CPP box in the specialty area of the Find-a-Photographer advanced search.

Now that you know how to use the system, good luck and happy searching for the photographer that meets your needs! If you run into any problems, check out the Find-a-Photographer FAQs or call 800.786.6277.
Since you're close to wrapping up your social media experience with our Be More Social series, we wanted to leave you with 10 examples where social media failed. Since the companies below made some pretty terrible missteps that you can avoid, we're turning them into some valuable learning experiences. Let's dive in!

1. Avoid making light of national tragedies. CelebBoutique (an online retailer) saw that #Aurora was trending on July 20, and posted this less than sensitive tweet. According to the company, their PR department didn't read up on why #Aurora was trending. Always do your research! If you're using a hashtag that's trending, but you don't normally associate with (like the one below), make sure you're well aware of what conversation you're getting into. 

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2. We can't say it enough - always check if you're utilizing a trending hashtag. Entenmann's Bakery posted this tweet during the Casey Anthony trial. They're tweet was "innocent" enough, but the timing was downright terrible. (Note:  At least they tweeted an apology quickly. If you find yourself in a similar situation, own it. Apologize publicly and quickly, it'll save face in the long run!)
 
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3. Even international brands aren't immune from poor PR. Check out this ill-timed tweet from fashion brand Kenneth Cole. Whether it's home or abroad, it's generally in poor taste to latch on to a trending hashtag associated with war, violence and riots. Even if you think you're clients would get the joke, take the high road.

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Basic definitions? Check! 
A better understanding on who is on what platform? Check!
Setting an overall strategy for success? You bet! 

The next step in your social media basic training: planning your attack! This week we'll cover how you can best utilize your time while on the World Wide Web). It's great to post things as they happen, but let's face it; life has a tendency of getting in the way there is nothing worse than going to create a post, and getting distracted by your friend's dog's birthday party pictures...

To start, think about theming your posts for each day of the week, so you're at least posting once per day, then sprinkling in additional content as it comes! If you ever get in a bind about what to post, find something that would fit the theme and 9 times out of 10, you'll be good to go! Some themes that might work for your studio:

  • 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. 
Consider associating each one of those themes with a day of the week. It'll be easier to space out your content so you're not talking too much about one thing at any given point in time.

When you post, remember that you're a photographer, so use those images! Posts with images, regardless of platform, always trigger better engagement (getting more likes, comments, etc.). And to lighten the load, repurpose you content--so take the picture on Instagram, then share on Facebook, Google+ and Twitter (or post the video on YouTube and share it across your other networks).

Now down to the nitty gritty. You know what to post, but how do you do it without spending countless hours on the computer? There are a few wonderful options that will save you time, energy and get you back to what you love.

For Facebook:

Facebook allows you to schedule posts within your page. Just type up your post, add your photo, and click the clock symbol in the bottom left corner of the post box. Use the drop down menu to schedule your post down to the minute! The benefit of posting through Facebook than HootSuite (which we'll cover in a moment) is the ability to track your post's Insights. If you schedule through a third-party social site, it won't allow you to see how viral your stuff gets. That goes back to tracking and measuring your results.

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For Twitter & Google Plus:

HootSuite is a gem. It's great because it's free (for the basic version), it's simple and you can manage multiple accounts through one platform. You can schedule your posts one at a time, or you can schedule them in bulk for just $9.99/month for a Pro account (if you have a lot to tweet, you might welcome the $10...it'll save you some time). 

If you can do the bulk feature, download their sample CSV file so the date/time and tweet (and links) are formatted properly. Here is a pro tip: in the column after the links, use the formula =LEN(cell). This Excel formula actually counts your characters for you! You won't be stuck with an error message that your tweets are too long! If your tweet includes a link, it will account for 20 characters of your 140 limit. (If you're using it to post to Google +, forget about the character limit!) This is a really fantastic way of promoting your blog posts (we talked about those in SEO, remember?).

Not a fan of dealing with the formula's in Excel? We've made you a sample CSV for you here: TwitterCSV.xlsx  

To publish in bulk, Click the paper airplane (Publisher) on the left side, and select "Schedule In Bulk." This screen will pop up, just select your file, select which platform it's going to (it can go to multiple ones at once, but we don't suggest that. Each platform has a different audience and therefor the messages should be tweaked).

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A few other pro tips: You cannot schedule the same tweet twice, so although you might want to reiterate the same message a few times to get your point across, change up the verbiage! It's actually a good thing and helps avoid some spammy-looking tweets.

Posting times must end in either 5 or 0, so there's no need to get creative by posting at 11:13 AM, it'll just round up to 11:15 AM. 

You can only have one message per time slot, so if you scheduled one at 11:13 AM and one at 11:15 AM, you'll get an error message. 

Last but not least, set an appointment with yourself for an hour a week to create and schedule the bulk of your posts for that week (or even month if you can work that far in advance). Actually use your calendar and block time. Other things will have to wait for this hour, it's really that important! And by blocking one slot a week only, you reduce your chances to spend too much time (because of distractions) on social media and actually ensure you are contributing to your business' marketing plan. If you have the luxury of sharing the load, have a few people write so you can get a few different voices.

Once you're all scheduled up, let your posts fly! Make sure you check in a few times a day to make sure there aren't any customer service issues to be addressed, but stay focused! The checking-in shouldn't take more than five minutes across all of your sites (don't get distracted by babies, puppies or Buzzfeed stories about your favorite TV characters and what Harry Potter house they would belong in) and feel free to post ad-hoc things when good opportunities arise. 

Questions? Comments? Concerns? Post them! We'll answer anything from the totally general to the super specific!

- Sarah

This is post 4 of 7 in the Be More...Social series. Read the other posts in the series using the links below:







theLoop, PPA's exclusive social network for professional photographers, has been aflutter with the release of the new app for iPhone and Android devices! Now you can stay connected on-the-go with your pro photographer community, asking (and answering) questions, share ideas and even submit images for a peer critique! theLoop is only available to PPA members, so don't worry about asking those tough questions you wouldn't want your clients to see! 

For those of you who are new to theLoop, or those who haven't had a chance to check-in lately, there are some great discussion threads going for July. Here are 5 of our favorites:

1. PPA Members: How should I handle this with my client?
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!

So there's just a few of July's most-talked about discussions. If you don't see one that applies to your needs or interest, then dive in and find the right community or discussion for you! Or be a leader and start a new one!

It's week three of our "Be More...Social" series! In week one, we covered why on earth you need to be on social media (and what's the proper lingo) and last week we discussed the top six platforms to consider utilizing in your social media strategy. Social media strategy you ask? Welcome to week three!

Social media strategy is the thorough process that goes into your posts, tweets, and shares. Think of social media as something that needs to continually be optimized--how can you improve your efforts when you have no way to track or measure them? That's where strategy comes in!

There are some pretty simple steps to create your strategy, and numerous websites to help you track your successes and opportunities for improvement (let's avoid the word "failure").

1. Determine Your Goals

What do you hope to get out of social media? What goals do you want to accomplish? 
If you're not sure where to start--here are some common goals and objectives small businesses usually turn to social media for:
  • 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. 
Pro-tip: Make your goals as measurable and reasonable as possible. It would be ill-advised to say your goal should be to double your Twitter followers in a week (unless you only have a handful)--but increase by 5% over a month's time might not be a bad place to start! Or you can equate your goals with more inbound inquiries--more phone calls, emails or requests from your website can be tied back to building your brand and attracting new followers! Give them a reason to follow you. Peak their interest with behind the scenes shots or stories, promotions or special offers, color or dressing tips, etc. 

As time goes on, track your progress with spreadsheets or fun (free) infographics from places like www.visual.ly! They allow you to see how your Facebook content has reached the masses, or how you're stacking up to your competition on Twitter. 

2. Know Your Clients (Both Present & Prospective)

Last week we discussed who is on what platform - and hopefully that directed what sites you're planning on leveraging. Now, drill deeper to see who your audience might be!
  • 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.

3. Choose Your "Hot Buttons"

These are your studio's main content topics. Keep it to three - five different themes depending on your studio's product offering. They will differ from studio to studio, but remember to keep them relevant to the work you do so they are optimized for your market. 
  • 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. 
By sticking to your themes, it will help your pages develop a rich content source that will help you more dramatically achieve your target goals.

4. Set Your Limits

If you're not careful, social media can be a black hole of time. Ever start looking through your newsfeed to see what you're clients are up to and end up 15 pages deep on Buzzfeed? Don't worry, you're not alone. Set time limits and stick to them! Maybe set aside 30 minutes, twice a day to start. Or utilize services such as Meltwater an RSS feed--they scan the web for your company's name (or other key words) and bring the results to you!  It eliminates the time-suck that can happen when you hop over to Facebook, Twitter or Instagram, but it also costs a pretty penny. 

5. Plan Your (Human) Resources

Next (big) question: who will handle your social media? If you're in business by yourself, with no additional help, this is a really easy answer! If you have a bit bigger of an operation, it's important to set clear expectations of who has access to the admin rights, how those rights are to be used and what happens if they blow it (they won't blow it, but just in case). It's usually not the best idea to have the intern running your image, so pick someone who knows you, knows your business and can handle some nonsense (FYI: people can be jerks on the internet). 

It's usually helpful to set some social media guidelines and rules for etiquette. We have our set of rules for PPA and if folks violate them there is a clear expectation of what happens. Same goes for your page! If someone is making inappropriate comments, don't be afraid to boot them off. Creating a process on how you handle these situations is key!

Note: If someone has something negative to say about your business that has some truth behind it, leave it and respond to it. Kill them with kindness, but try not to delete those comments. That will take away the transparency of your business and you will come across as much less authentic. 

6. Measure. Improve. Repeat.

We talked about creating measurable goals in step one. Make sure as you're implementing your strategy, you have all of the tools to make these measurements. Set aside time the first of the month to see how your number of fans/followers have grown, or make sure you ask how people heard of your company when you get a new client calling. 

There are also great free analytics on Facebook (click your "Insights" box in your admin panel) to see what posts reached the most individuals, gained the most likes/shares and worked the best. Explore what made those posts great and keep it up! You can also see what needs some help and tweak it for the future. 

Last, but not least, you can set up a special landing page on your website to see how many clicks convert from all of your social platforms. Talk to your web developer to set this up for an easy way to see what platforms are working and what needs some love!

So there are the six easy steps to create your strategy from the Social Media Examiner! They may be simple, but they can take some time to implement. Dedicate an hour a day to working through this list and see where the week takes you. Next week we'll cover the planning of your posts (think content types, timing, etc.)! 

How have you implemented what's been covered thus far? What questions do you have? What troubles (if any) have you run into? Leave them in the comments!

- Sarah

This is post 3 of 7 in the Be More...Social series. Read the other posts in the series using the links below:







Last week we started our weekly "Be More...Social" series with a piece on just the basics of social media (need a quick refresher?). This week we'll use some of those keywords and dive into what the top platforms are to market your business. We'll cover who are the average users on such platforms and how you can start to effectively engage with them. 

Before we dive in, it's key to remember two things. First, just because a social media site exists, it doesn't mean you need to be on it. Second, if you're new to social media, start off with one or two platforms. You don't need to spread yourself too thin trying to be everywhere at once. 

So where to begin? It's helpful to start by exploring the top sites in terms of reach. Here is a list of the most popular social sites by unique monthly active users (more than 100 million users). Unique monthly active users just means it doesn't matter if a visitor came to a site once or a hundred times, they're only counted once:

  • Facebook: 1.11 billion
  • YouTube: 1 billion
  • Twitter: 550 million 
  • Google+: 343 million
  • LinkedIn: 225 million
  • Instagram: 130 million
It should come as no surprise that Facebook leads the pack, with YouTube in a close second (have you seen how many adorable cat videos there are?!).  Now, just because a site gets millions of users doesn't mean those users are who you need to be focusing your energy on. So who are the average users on the sites? Read on. It's not always who you might think it is!

Facebook
67% of internet users are on Facebook (72% of women, 62% of men). The highest percentage of users falls between 18 - 29 and 30 - 49 years old. Income, education and location don't matter much in the world of Facebook. Facebook is the most used site by the widest range of people.  People share their personal lives, follow brands they love and stay up to date with words, images and even play games (Candy Crush anyone?)

What this means for your studio: Facebook is a great jumping off point to get the word out about your business, regardless of your specialty. Business pages are completely free to set up. Note: set your business up as a page, not as a person. There are a million reasons why...mainly if you set up your business as a person, you have to actively accept people as your friends (there will be a lag between when they want to start seeing your posts and when they actually get to see your content). Plus, you can't advertise as a person, only a business. Finally, Facebook said not to (and you don't want to get on their bad side). 


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