Now that we are starting my final module, it is time to dial down my research and concentrate instead on output, marketing and commercial questions. I still have research to do, because the subject of my FMP is open-ended, but what I find is not going to change the story even though it may add some depth to it.
With this in mind, I attended an online seminar at the Association of Photographers on marketing: ‘Give Your Brand a Spring Clean’ (Giles et al 2021).
Since the seminar was entirely aimed at solo working photographers, I found it both very helpful and relevant. The key points to emerge are these:
Identify your USP: your ‘recipe’, style, that which makes you stand out. Research what you do against other photographers in similar fields.
- Marketing is all about conversations, not one-way adverts. Choose words that are conversation starters, play to people’s curiosity, put across your character, energy and enthusiasms.
- Consider what would really interest your audience and talk about things around your work such as your experiences while on a shoot, places you have visited and so on. This will help you to present yourself as open, honest and not too busy to talk (which no one likes).
- Map out what your business needs and break that down into achievable goals. When you have established some goals, your mind will start to work out how to achieve them.
- Your time is an investment. View your marketing as strategic. Be selective and do not try to do everything. Concentrate on what you are best at. Some things can be outsourced.
Know Your Audience
- Marketing is about building relationships, so knowing your audience needs to inform all your activities.
- Find out what your audience is interested in and prepare some material or stories for that.
- It is very important to communicate that you intend to be helpful. How you can help a brand or a client is saying what you can give to them rather than take from them.
- Put your prices out there. This saves a potential client the trouble of having to guess or ask.
- Personalize what you do. If you send a postcard, for example, make sure there is a handwritten note on the reverse.
- Do not chase numbers. It is better to have 500 engaged followers on Instagram than 5000 fans who sometimes click ‘Like’. Engaged followers can produce new commissions but fans are very unlikely to.
- Take care to communicate your personality in your captions.
- Research what avenues on social media are producing work for you. For some this may be Instagram but for others it may be FaceBook or another platform entirely.
- A minimum of 5 and a maximum of 10 hashtags is good, with a mix of less popular and more popular ones.
- Add your details to the AOP’s ‘Find a Photographer’ database.
- Follow your target clients on social media and engage with them. Find out what interests them and what they are currently majoring on.
- Use social media to identify and research potential new clients.
- A good website still matters and more so for as long as the pandemic lasts. Look on it as your business card. A good photographer’s website should be impeccably designed, concise, up to date and not boring. Clients are simply too busy to wade through fluff.
- An ‘About’ section on your website is vital. This is in effect your brand. It is where you communicate your brand values and brand story. For this reason, you need to make your story interesting and engaging. Do not view your ‘About’ section simply as space for a conventional resumé.
Only consider newsletters when you have really big news to communicate. Make them short, click-worthy and interesting. Clients are too busy to bother with ‘small news’ and dull.
Printed marketing material sent to clients or potential clients needs to be very specific and beautifully designed. It should be tailored to a particular person, commissioning editor and so on and should include something personal from you – a handwritten note, for example. Since this material will completely represent your brand, you cannot afford the second-rate. Printed material needs to be relevant, compelling and a conversation starter.
Direct emails, calls, etc.
It is important to be specific. Everything you do is about communicating your brand experience, so you need to make it warm, interesting and personal. Avoid mail merges and anything ‘database’ or you will thought a junk-mailer. Research who you are sending anything to, personalize it, get the details correct and say something about what their brand or organization is doing to demonstrate your engagement. The basis of your pitch is how you can help them.
Ask for feedback from your peers and do not be afraid to ask for it from your audience. Do not rely on feedback from friends and family. They are unlikely to tell you what you need to hear.
Some of these topics have been covered in earlier modules of this course, but it is still good to be reminded of their importance. A few things are new, and in any event there is plenty I have not yet done such as make a first-class personal website, define my brand and write a brand statement, identify potential clients and generally work out how to position and present myself in the marketplace.
GILES, Charlie, Louisa TAN and Kate ABBEY. 2021. ‘Give Your Brand a Spring Clean’. AOP [online]. Available at: https://www.aopawards.com/charlie-giles-and-louisa-from-studio-luxmore-in-conversation-with-kate-abbey/ [accessed 27 May 2021].