Photographers understand that marketing is essential to attracting new clients and growing their business. However, marketing strategies are constantly evolving, so what worked in the past will not always work in the present or the future. In this article, we’re going to share three photography marketing tips and tricks that really work based on our 12+ years of experience operating a successful multi-shooter studio!
The list of marketing strategies for photographers is extensive and includes topics such as social media (Instagram, short video for TikTok and IG Reels, Pinterest, etc.), paid advertising (Google ads, Facebook ads, etc. .), SEO (search). engine optimization), bridal conventions and shows, online directories and more. In this article, we will focus mainly on referral marketing and save the other topics for later articles.
Note: This education is directly from our free one-hour master class called “3 steps to $100,000 more.” If you are interested in learning more about how to grow your business with more leads, more revenue per customer, and higher sales conversions, we encourage you to sign up. here.
1. Make viral sharing effortless
With any recording, send same-day teaser images to clients and other vendors involved in the session, along with clear permissions, instructions, and even tips to make sharing more likely and more impactful.
Most photographers share images with vendors and clients after they’ve selected and processed all of their images, which can be weeks or even months after the shoot. But by then, much of the hype and interest has cooled. Sharing on the same day or in a few days multiplies the distribution of the images and turns each person involved in the shoot into a marketing engine for your brand. This works for almost every type of shoot, from wedding, to family and event photography.
Action steps for sharing images
To implement this strategy, follow these steps:
Rate your best images throughout the session. Using Lightroom Mobile and Lightroom presets, edit a set of teaser images of your “featured” images during a break or shortly after the session. Send images to clients and other session vendors including stylist, florist, designer, event planner, venue/location manager, and more. Along with the images, include clear permissions for them to use the images on their own social networks, asking them to tag you when they share or link to you if they use them on their website. (More on SEO in the masterclass). You can even go a step further and provide full shoot/vendor credits, sample captions, or event tips for the best ways to post. These can streamline the process and help you maximize your visibility.
2. Create slideshows the same day
If you’re photographing an event, such as a wedding, Bar Mitzvah, or other party, a same-day slideshow is one of the best marketing tricks to help you get more referral business.
At the event, show 20-30 of your favorite images from earlier moments of the same event on an iPad, laptop, or even projected onto a screen (if the DJ can do it). Next to the presentation, place some of your business cards. Of course, get approval from the client and the event coordinator before doing this. With a large set of images, this simple strategy can boost your referral business.
Think about this. Every event you photograph is filled with guests in the same life stage, age range and target audience as the actual client. The problem is that most photographers never end up getting their work in front of these people because when the images are delivered and shared, often weeks later, very few people see them. To solve this problem, we started showing slideshows on the same day.
Every same-day slideshow we create generates at least two or three additional leads that are sold and ready to book! It’s literally one of the best marketing tools out there, and it’s also a rock star move that makes customers happy when they see the images. Create buzz at every event you photograph!
Action steps for same-day slide presentations
The process is similar to the teasers mentioned above.
During the event, highlight your favorite images on your camera roll. When you have a moment of downtime, transfer these favorites to your phone using the camera’s Bluetooth/Wireless app. From there, load them into Lightroom Mobile and add a quick preset. For all our work, we use Visual flow presets. Then, with the images in Lightroom, just click the slideshow icon. If possible, send the images to a DJ to display on the projector. When expedited, the process can take 15-30 minutes from start to finish. On a busy day, if available, have an assistant work through the process.
3. Use Shoots and gifts in style
Next, let’s talk about collaborative style sessions. In between your paid work, list your favorite vendors for a stylish concept shoot. These marketers are other businesses that match your ideal target audience in terms of location, demographics, age, etc. They need images and you need a network, so it’s a win-win situation!
The style shoot concept can be an opportunity to play around and create images for yourself and your supplier team rather than doing what the clients want. Nothing new so far, right? But here’s the trick. Instead of models, find real-life “models” with a gift on social media. How you do the giveaway is entirely up to you, but just check the social media platform’s terms and conditions. Use this as an opportunity to increase your social media presence and engagement. And by using real life models, you have a high chance of converting participants or even selected models into real customers.
Action steps for collaborative style shoots
Come up with an interesting concept to present to a group of vendors (makeup artists, florists, venues, designers, planners, etc.). Present the concept and gather your team! Be very clear about expectations and timing. Determine the rules and methods of entry. You can use a third-party gift plugin like Gleam.io or just stick to something simple, like using each platform’s native tagging and commenting systems. Create a marketing image for each marketer to share. This is very easy using consumer design software like change. Require all Collaborating Sellers to announce the contest on their social media accounts on the same date and time. Select the winner and run the shoot!
Benefits and results
Get it right and let’s talk about all the things you’ll get:
Strengthen relations with suppliers. Provide more than 50 stunning final images that could be used for websites, portfolios, etc. Create content for the blog and for various articles based on SEO, which we will discuss in other articles. Provide 50+ images for social media that can be posted over time as you see fit. Practice new techniques and create new conceptual works. Grow your social media accounts. Get more referrals from the vendors involved in the styling session. Convert participants and winners into customers.
As you can see, collaborative style sessions are one of the best ways to check every box through a single session!
conclusion
Although marketing and technology are constantly changing, referral marketing will always be one of the best (and easiest) ways to convert and grow your business! We hope these three articles and the action steps listed above will help you do just that!
In future articles, we’ll review more marketing tricks, tips, and secrets, including SEO, viral short-form marketing, directories, and more. If you’re interested in learning more, check out our free one-hour master class on how to do this add another $100,000 to your photography business.
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