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PPA Today: Photography Marketing Archives

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By Lisa Sharer

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As a photographer, your main job is creating images that make your clients happy. However, if you don't have clients, how can you do your main job? Check out Marketing 101 for Photographers to learn some basics. But for an easy, go-to strategy, Facebook is where it's at. Here are 5 reasons why you should start advertising on Facebook right now!

1. It's Cheap and You Can Cap Your Spending
If you don't have a high budget or a next to nothing budget, Facebook allows for low-cost ad buys. You could spend as little as $1 a day, or go as high as you want. This is great for starting out your advertising, as you can test to see what works and for how much.

2. Reach an Audience Actively Looking for Photography
With Facebook, you can pick and choose the type of audience you want to reach. You can target local clients, set ads with keywords like "portrait photography" or "wedding photography," choose demographics, and so much more. The advertising is set up so that you can reach the perfect audience for your specialty.

3. You Can Customize Your Advertising Campaigns 
Facebook allows you to make your ad campaign do the most for you. You can change your campaign objective, as in are you looking for site traffic or engagement with your Facebook posts? You can change up the amount you want to bid on your advertising. So if you started cheap, you're feeling more confident, and now you want to add more, then you can just add more! And these ads can also be optimized so that they are more likely to be seen by your target audience.

4. The Tools to Set Up Ads Are Actually Easy to Use
If you've never created an advertisement in your life, Facebook has a very intuitive platform. (For a little more help you can always check their FAQs.) It's easy to navigate, and you can always change things should you decide that you chose the wrong target, campaign, or design.

5. You'll Get Quick results
Analytics come free with your advertisement. You can quickly see how many views, clicks, likes, etc. that your ad receives. And again, if you're not seeing the results you want, it's very easy to change up what you're doing and test a new strategy.

Traffic and engagement from your Facebook advertisements will help to make you Be More Visible- which, in the long run, will help you to Be More Profitable.  With all the reasons above, it's hard to figure out why you wouldn't use Facebook as part of your marketing strategy

If you are looking for more ways and resources to help with marketing and advertising for your photography business, check out PPA's See The Difference® campaign. If you're not yet a member of PPA, find out more about how you can take advantage of all of the member benefits and join PPA today!

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About the author:
Lisa Sharer is the Marketing Campaign Manager at Professional Photographers of America. As a Creative Writing graduate, she loves any chance at getting pen to paper. When she's not being creative in the workplace, she can be found skating with the Atlanta Rollergirls or volunteering with the Weloveatl Project. Or really - snuggling with the dogs.
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By David Eun

Clients are the lifeblood of any business, and the same applies to you and your photography studio. Convincing them to do business with you, though, isn't as simple as it sounds. Whether you are veteran in the game or a brand-new photographer who just opened up a studio, everyone can use help in bringing new faces through their doors.

So, here are 7 ways to garner more clients:

1) Referrals
• This is the oldest/most practical method in the book. Referrals from loyal customers are cost-efficient ways to gain more clients fairly quickly. Offer incentives, such as punch cards or discounts, to encourage more referrals!

2) Customer Service
• The client experience needs to be top-notch. Not only will that further incentivize current clients to refer you to others positively, but it will also ensure they don't hate you. Even one nasty review on Yelp can tarnish your image.

3) Networking
• With the exception of direct competitors, networking with other photographers and vendors greatly increases your reach in regards to finding prospective clients. Shoot out some emails or leave business cards in person. Network! You can get started on theLoop, PPA's members-only social network.

4) SEO
• Search Engine Optimization plays a significant role in the amount of exposure businesses obtain in the digital realm, which virtually everyone uses. Take a quick - and cheap - SEO course online (there are several great PPAedu videos on the subject you can watch) or hire a professional. It helps a lot.

5) Live Feeds
• Social Media, such as Instagram and Facebook, allows you to host live videos with your followers. You can show your audience behind the scenes work in your next photo shoot or hold a Q&A session. People love connection!

6) Social Media Advertising
• You can run a business without social media presence, but doing so is ill-advised. The world is becoming more and more digital every year, so having a few advertisements on social media platforms gets your name out there immensely.

7) Magazine Advertising
• If you're going to advertise, investing in more traditional methods still works. Make sure to advertise in magazines that are related to your client's interests. Also, double check to see a lead list is also included!

PPA takes pride in seeing its photographers succeed in their business endeavors. People will come up with crazy, unorthodox marketing schemes, which do have their place. But, we believe by following at least these 7 tips, your path to a profitable profession looks clear and straight. Looking for additional ways to help get your name out there and increase business? Check out your FREE See The Difference resources. Not currently a PPA member? Find out more about all the benefits offered to PPA members and how you can join today!

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By Lisa Sharer

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Snail mail is dying. When it comes to marketing efforts, our world is moving towards the digital age. One very important marketing platform is email. While this should not be your only form of reaching your audience, it is a crucial part of any marketing plan.

It would be nice to just send a personal email from Gmail, but you may want to look into something that says "Professional Photographer." In this case, it's best to find an email-marketing platform that will help you navigate the world of email design, structure, and deployment.

"So, where do I start?" you make ask. Luckily, Professional Photographer magazine has already done some of the legwork for you. Here are 8 Email Marketing Options for Your Business. As is mentioned, you will want to pick the best service for your needs. So take advantage of free trial options, and decide what works for your business needs.

Looking for other ways to help get your name out there and increase business? Check out your FREE See The Difference resources. Not currently a PPA member? Find out more about all the benefits offered to PPA members and how you can join today!

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By Lisa Sharer


If you've read our previous article Marketing 101 for Photographers, you may have a general idea of SEO (Search Engine Optimization). Now, let's break it down to exactly how it works, and what you can do to optimize your websites for search engines... and ultimately get more clients from improved search results.

Top Level Search Engine Marketing Factors

You probably know of some widely used search engines like Google.com, Yahoo.com, or Bing.com. These sites decide what rank to give to your website amongst the other photography businesses out there in the world and this directly impacts how far up your studio's name appears in a search results page. How they do that raking is a more involved process that you might want to learn to help you improve your own SEO ranking.

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Search engines sort the search results they serve based off a few different factors:

  • Content - Does your content match the search of your potential client?

  • Site Structure and Internal Links - Is it user friendly, and do all your links work?

  • Geographical Location - Are you in or nearby the city where the client is looking for photography?

  • Mobile Optimization - Is your site easy to use on a mobile device (phone, tablet, e-reader, etc.)?

  • Loading Time - How long does it take for your site to load its content (photos, videos, etc.)?

  • Social Signals - Are you getting traffic from social media platforms?

Search engines have "bots" or "crawlers" that visit websites and check each of the items above. Once they have tested those items they then compare your website to other similar websites. Your ranking will depend on how you fare against those sites, which is why it's imperative that you make sure each item is performing at its best.

Improve Your Ranking with Authority & Relevance

Google.com, Yahoo.com, or Bing.com all use two common criteria within the algorithm used to produce search results. And while they all evaluate them differently, there are two key factors for you to understand as they will help with your optimization: 

Authority- A website shows its level of credibility based off how many links tie it to other websites. This is what search engines call the level of 'online authority' and this is where you look to other sites and influencers to help raise your site's authority. When a search engine finds your site through an outside link, it's showing it that you have enough authority that other people/sites trust your content. Beware though, it's not the quantity of links that helps you but their quality. For example, a direct link from PPmag.com would fare better than JoeSchmoPhotography.net.

Relevance-  The content on your site must be relevant to photography or some version of your expertise (portraiture, wedding, etc.) in order to rank higher. That means you'll need to use keywords that speak directly to what your photography business offers to your prospective clients. It's not just the words on your landing pages that you'll need to keep an eye on, though. You'll also want to make sure that your URLs and text formatting are shouting about your business. For example, when PPA wanted to tell you how insurance could help protect photographers, then we created the link PPA.com/BeMoreProtected. Likewise, to emphasize the content relevance of a blog post, it earn will you more SEO brownie point if you embed keywords in the headlines of your blog post, and it is even better yet if you bold keyword-related phrases. Make sure to keep those small things in mind when creating any kind of content, as they make a large difference to the search engines that crawl your site.

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Keywords

When someone does a search online, they generally type in a few keywords. For instance, photographer or family portraits in [location]. These keywords are important to make sure you are attracting quality leads. Of course, it would be amazing to rank #1 for photographer, but if you're not Wikipedia, that's not likely to happen. That's why long tail keywords have become more important than ever to your SEO strategy. You'll need keyword lists in order to run search ads, but it's also important to think about these keywords when creating content for your site.

Remember, those search engine results pages are looking for relevant and authoritative information to improve your ranking. So you will want to include information and keywords that are specific to your specialty and locale. Rather than just "portrait studio," maybe you'll want to include things like "outdoor family photography in [city]" or "high school senior photography in [area]," etc.

Most photographers overlook the power and importance of long tail keywords. Getting by on the basic short tail keyword is fast and takes little to no research. So, of course, we want to get things done quick and easy. However, if you take that route you're missing out on a huge opportunity. Optimizing for long tail keywords will make your site stand out over the quick solution photographers.

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By Tristin Vaccaro

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Having to justify your prices to clients is always nerve wracking, but why should it be? You work tirelessly to ensure quality service and you already know your worth, so don't be afraid to help others see the value in what you do as well! Yes, it's unfortunate that you should have to justify yourself in the first place, but when the inevitable conversation comes up, remind clients of these very valid reasons for your pricing structure. 

1. The Quality of Your Work: Your photos speak for themselves, and the quality of your photos should be the number one factor clients consider before even thinking about price. Your portfolio is the purest reflection of you and how you, specifically, capture people's fondest memories. This is really your chance to show off and explain to clients what you can do for them. Showing clients your previous works and describing their quality should be your go-to example of the value you bring to the table.  

2. Testimonials: Word of mouth and customer referrals can play a huge role when validating your pricing to a potential client. If every one of your customers enjoys working with you and loves the photos you've provided, why not brag about it? Consider adding a "Testimonials" page to your website or ask satisfied clients to leave a five-star review on your Facebook page.

3. Education: There's nothing wrong with being a self-taught photographer, but there is something to be said for an individual who continues their education in the photography industry. Whether you have a Bachelor's degree in photography or participated in PPA's Certified Professional Photographer (CPP) program, higher photography education shows clients your dedication to the craft. Let your clients know about your photography background and how those experiences have made you a better photographer. 

4. Personal Investments: Those questioning your pricing probably don't think about all the investments you've made yourself. The expensive camera equipment, editing software, and gas to and from locations probably cost you a pretty penny. Not to mention all the time you've spent researching the client, replying to inquiries, creating the images, and meticulously editing the final photographs. Your time and money are valuable too, which may help you explain just some of the costs of doing business. 

5. Differentiate Yourself:  It's easier to justify your prices if you can explain why, exactly, you're different from your competitors. Perhaps it's a fresh perspective or your use of exclusive equipment that other competitors simply don't have. Whatever it may be, find out what makes you different from others and effectively communicate this with your clients

6. Final Products: It's a basic economic fact that people will pay more for something that looks expensive. If you have nicely matted, high-quality prints or beautifully bound albums to physically show potential clients, the products will speak highly for themselves. Also, consider taking a second look at your website and ask yourself if there is anything you could do to make it more professional, elegant, clean, etc. The quality of the little details in all aspects of your business could make the largest difference. 

7. Confidence: All of the above methods to justify your pricing don't really mean anything if you don't believe in your pricing in the first place. You know that you are worth the money because of your skills, dedication, and personal investments. The key here is getting others to see your worth. Communicate your value effectively, politely, and with confidence. Never settle for less than you are worth just because someone wasn't able to see your value. Not everyone is your "ideal" client and it's ok that price turns some people away.  YOU ARE WORTH IT! 

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By Lisa Sharer

With PPA's See The Difference toolbox, you'll find tools, resources, tips and examples to help photographers work on marketing, branding, and sales! These tools include everything from enlightening videos to photo-style quizzes that are fun and informative for photography consumers and prospects alike. The variety of resources you'll find is to help you show potential clients why hiring a professional photographer is smarter and more cost effective than hiring an amateur. It's all about upping the value of your offering and positioning so you can stand out from the crowd. PPA continuously adds new tools for PPA member to easily add to their marketing collateral pieces, website, social media, sales presentation, etc. This month you will find a brand new resource to further enforce that concept.

In this effort, a contest was held on theLoop (PPA's members-only social network) to find some fun images that may remind you a bit of your childhood ventures into Highlights magazine. The idea is for your potential clients to see two side-by-side photos, and see if they can pick out all the differences between a photography snapshot and a professional portrait. Studies have proven that games like this one, as simple as it may seem, help people integrate concepts in a deeper and faster way. As the saying goes, a picture (or two, in this case!) is worth a thousand words. Simply put: let them play a little and they will see the difference between a pro and an amateur shot.

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You will find one spot-the-difference postcard for each photography specialty: Wedding, Family, Newborn, Seniors, and Pets. Simply print out, and keep them in your studio or share them on your website. Your potential clients will find themselves enjoying a little puzzle, while also learning the talents that a professional has to create beautiful photos.

Use this or one of the many other See The Difference resources to help market your brand and sell your services and products. It's just one of the many ways that being a member of PPA can help you Be More. If you're not a PPA member, check out all the benefits you could be receiving and then join today!


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About the author:
Lisa Sharer is the Marketing Campaign Manager at Professional Photographers of America. As a Creative Writing graduate, she loves any chance at getting pen to paper. When she's not being creative in the workplace, she can be found skating with the Atlanta Rollergirls or volunteering with the Weloveatl Project. Or really - snuggling with the dogs.

By Lisa Sharer

First, let's define exactly what brand means. According to Wikipedia, "A brand is a name, term, design, symbol, or other feature that distinguishes an organization or product from its rivals in the eyes of the customer." Simply put, it's the 'je ne sais quoi' that consumers perceive about you and your business and make them turn to you before your competitors.

Since that 'je ne sais quoi' is by definition, undefinable, you'll need to try out different strategies to see what will make you stand out. If you're new to the marketing game, try starting with the basics. After many tests, you'll eventually figure out how to reach your target market, and exactly what is bringing in the clients.

So why is branding beneficial to all this when you're busy trying to get more clients? Well, once you have a style, a unique customer service experience, a familiar name - you'll be the go-to photographer for your brilliant kind of images and the experience you offer. For example, you are looking for a certain home product and you want it to be mailed to you as quickly as possible, what's the first company you might go to look for that product? Did someone say Amazon? They have built their brand over many years to coincide with those exact thoughts that you might have as a consumer. Now, it's time for you to be that special photographer.

Here's what you can expect with a great, stand-out brand:

  1. You Will Be More Visible. Your logo or your name will become familiar to the potential clients in your area. They will already know who you are before they are even looking to hire a photographer. They'll even compare others to you, and in the end, come back to you because it's your brand that attracts them.
  2. Trigger Referrals. Once you've dazzled one or two clients with your unique customer service experience, captivated them with your beautiful images, and delighted them with the quality of your products, you'll have already started your branding. Getting referrals is like going viral - except it's offline and brings in more credibility and...real cash.
  3. Be More Profitable. It goes without saying that once you have more clients, you'll make more money. But you should also note that once you are displaying amazing products, your sales will soar as well. And photographers with an established, strong brand will all tell you: the sale happens most often when people are attached to your brand and come in with a pre-existing understanding of the larger scope your artistry offers.

So, invest in developing your brand. Are you the quirky high school senior photographer? Or are you the incredibly laid-back family photographer that can make anyone feel comfortable? Wherever your brand fits, stick with it, develop it, and let your photography flag fly!

Next month we will be featuring See The Difference and the PRINT Movement as they are two very useful benefits for PPA member to grow their business. We have some very exciting things to help you build your brand and sell more products. So be on the lookout!

Not yet a PPA member? Find out about the amazing benefits PPA has to offer, and join today!


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About the author:
Lisa Sharer is the Marketing Campaign Manager at Professional Photographers of America. As a Creative Writing graduate, she loves any chance at getting pen to paper. When she's not being creative in the workplace, she can be found skating with the Atlanta Rollergirls or volunteering with the Weloveatl Project. Or really - snuggling with the dogs.



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By Autumn Rice

At PPA we want to help you grow your business. And what better way to do that, than to add your studio information to the Find-A-Photographer database? The Find-A-Photographer database on PPA.com is a resource that allows professional photographers to display information about themselves and their business in front of a captive audience of prospective clients. 

Every PPA member is listed in the Find-A-Photographer database, but not all listings are created equal! Did you know that?  You can indeed make your profile pop and be much more convincing by updating it. It's completely free to upgrade your profile; you just have to do it! 

To upgrade your Find-A-Photographer profile (again, it's free!) follow these simple steps:

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1. Log in to PPA.com/My-PPA 
2. Once logged in, click on My PPA
3. Scroll down to Find-A-Photographer
4. Click Update Your Find-A-Photographer Profile and then you can:
    • Add additional information to your profile page
    • Create up to 4 photo albums
    • Upload up to 8 images to each album
    • Upload a headshot or logo
    • Preview your listing
5. Once you make your changes, be sure to enable your listing. It's a super-simple step, but if you don't do it, your updated profile won't be visible to the public (you'll only have a standard listing in the Find-a-Photographer search.)

There are other simple tools to make your business more visible and recognizable. Hop to the See The Difference resource section on PPA.com to find what works for your business. PPA is here to help you Be More Proactive.

Become a member to be a part of the Find-A-Photographer database and Be More Visible today!

Editor's Note: This post was originally published in June 2016. It has been updated for accuracy and comprehensiveness.

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By Lisa Sharer

Welcome to the Shoot & Burn Era. These days more and more clients ask for digital images, and don't even think to ask about prints. That's where you come in.

One of the things that sets the professional photographer apart from the amateur is the knowledge and respect for printed images as an art form. It's the photographer's responsibility to show clients the beauty in print, and why they are necessary for their lives. Show your clients the difference hiring a professional makes by educating them on Print Art and producing amazing products for them. We live in a time filled with opportunities for those who sell printed products and here's why: People are decorating their homes with DIY décor. Photos are the single most unique way to personalize a space and photographers who help their clients see that potential are always better off.

In this video, famed photographer Allison Tyler Jones explains why and how a professional makes the difference when it comes to that perfect print for your client's home. This talk was part of Imaging USA 2016, the conference for working photographers in the U.S.


The full video can be viewed by PPA members.

Looking for ways to help promote yourself as a Print Artist? PPA members can enjoy all the benefits of the See The Difference® marketing tools today.



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Lisa Sharer is the Marketing Campaign Manager at Professional Photographers of America. As a Creative Writing graduate, she loves any chance at getting pen to paper. When she's not being creative in the workplace, she can be found skating with the Atlanta Rollergirls or volunteering with the Weloveatl Project. Or really - snuggling with the dogs. 

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So far you've learned the basics of Marketing and figured out how to recognize your target audience. Now, what do you do with this information? You can't just willy-nilly start throwing ads out there or hitting social media without a plan! So, the next step is to get organized and create that plan. Just follow these easy steps, and you'll be ready to start marketing your photography business!

Step 1: Situation Analysis

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It's as simple as, what is your current situation? Where are you and where do you want to be? Start with a SWOT analysis: Strengths, Weaknesses, Opportunities, and Threats.


Strengths and Weaknesses are qualities that currently exist within your business. Is your photography great, but your bookkeeping could use work? Do you work really hard, but for too many hours? Are you strong with event photography, but need more practice in the portrait discipline? If you take a little time to reflect on your work, you will know where you excel and where you could use a little help. If you have outside mentors, friends, or even members of your business that you trust and respect, you can ask for their help in identifying some of these areas with you.

Opportunities and Threats are forces that are working outside of your business. Is there an opportunity to expand your market, but there's more competition in those markets? Can you include different types of photography, but maybe you aren't fully educated in that area? Think about what you want to accomplish as a business owner.  What conditions in the market are favorable or will help you reach those goals?  Opportunities are everywhere.  They can be relationships you're building with influencers in your area, a new photographic niche that's becoming popular or even technology advancements.    Finally, identify those outside forces that could hinder you.  Threats could be an economic downturn, discontinued product items and again, changes in technology.

Once you've done that, think about what makes your photography unique. How can you set yourself apart from your competition? Maybe you specialize in print photography. Maybe you're the only high school senior photographer in your area. You know what makes your work special, so just pause and identify what sets you apart from the rest.

Step 2: Describe Your Target Market

Lucky for you, you've probably already created an outline for this. If not, take some time to create your buyer persona. Once you've done that, you can write a short paragraph about your target market. Make sure to detail where (geographically) your audience resides, their age, gender, etc. Make sure to identify their wants and the challenges associated with providing solutions for said wants. Make it clear for yourself, and anyone else that might not be fully invested in your business (for example, a freelance marketing assistant).

Step 3: Identify Your Marketing Goals

When thinking about your marketing goals, remember that they need to fit into your overall business goals. Also, don't forget to create S.M.A.R.T. goals.

So, what are your studio's goals? To increase your bottom dollar? To expand the reach of your business? To tell clients about new products or services? Make a list of your goals, from most important to least important, and attack each goal individually. Make sure you are clear about each goal, so you have a clear path on how to effectively reach it.

Step 4: Decide on the Marketing Strategies You'll Use

Your buyer persona will again help you in this area. Many of these strategies will be based solely off of age. Does your audience relate to Facebook, or are they more Snapchat savvy? Would your target audience pick up a magazine, or would they be more likely to see a sign at the local coffee shop? By knowing the likes and recreation habits of your target audience, you can decide the best and most effective outlets for your message.

The most effective strategies will be multilevel. What do you mean MULTILEVEL?! Multilevel refers to engaging your potential client at every moment of their buying journey. You have probably made a decision about a big purchase before. Did you dive in and buy, let's say, the first car you came across? No, you probably did your research, picked your favorite kind, and then shopped your options. That's exactly what your potential clients are doing.

For example, maybe a potential client does a Google search for photographers in their area. There's your first outreach opportunity. Maybe that potential client then checks out your website, but then leaves to run an errand and forgets about their family portrait. Maybe the next thing they do is surf Facebook. Boom! There's your next opportunity to reach out. Maybe later that night your client goes to the local coffee shop to get a late night mochaccino. Did you remember to hang up a flyer there?

Think about all the paths that your buyer persona might take during their buying journey and plan accordingly.

Step 5: Set a Budget


Piggy.jpgIt's time to set some money aside. If you run the finances, make sure that you are putting the appropriate amount aside to achieve your marketing goals. Also, make sure you aren't setting too much aside in order to protect your profits. If you're a little nervous about creating a budget, the PPA Business Challenge and the Square One tool are great resources to get you on the confident budgeting track.


If you're the creative, and you have a partner or a financial advisor, they may be a huge help in this area. Talk over your plan with that person, and let them know your intent and your ideas on how much you might need for running a marketing campaign.

If you're just starting out, this may mean that you'll need to incur some costs up front. In this case, you should monitor your spending and still try to keep to a budget. If you see that some things are proving to be expensive with not much return on your investment (ROI), that's when you start adjusting your plan. Don't worry about keeping a hard line on the original plan; it should always be flexible and serve your business needs. As our marketing director at PPA always says: "Test, Test, Test!"

Once you've followed these steps you should have a clear outline of your next steps. If you're looking for additional marketing tools, check out the See The Difference© campaign and PRINT. The Movement campaign. If these intrigue you, find out more about becoming a PPA member today!

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Lisa Sharer is the Marketing Campaign Manager at Professional Photographers of America. As a Creative Writing graduate, she loves any chance at getting pen to paper. When she's not being creative in the workplace, she can be found skating with the Atlanta Rollergirls or volunteering with the Weloveatl Project. Or really - snuggling with the dogs.



About this Archive

This page is a archive of recent entries in the Photography Marketing category.

Photography Legal is the previous category.

Photography Pricing is the next category.

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