As a photographer, you need to attract and retain clients to grow your business. But how do you choose the best marketing channels to reach your target audience and showcase your work? In this article, we'll cover some common mistakes that you can avoid when selecting and using marketing channels for client prospecting.
Before you decide on any marketing channel, you need to have a clear goal for what you want to achieve. Do you want to increase your brand awareness, generate leads, build relationships, or drive sales? Depending on your goal, you may need different strategies and metrics to measure your success. For example, if you want to increase your brand awareness, you may focus on social media platforms that have high engagement and reach. If you want to generate leads, you may use email marketing or landing pages to capture contact information and offer incentives.
Random pitching is not gonna bring you measurable results. You must have a genuine action plan that is aligned with your personality, voice and business goals.
Another mistake that you can avoid is not knowing your audience. You need to understand who your ideal clients are, what their needs and pain points are, and where they hang out online. This will help you tailor your message, content, and offer to their preferences and expectations. For example, if you specialize in wedding photography, you may want to target couples who are planning their big day on platforms like Pinterest, Instagram, or wedding blogs. If you specialize in corporate photography, you may want to target business owners or managers on platforms like LinkedIn, Facebook, or industry publications.
Qualify, qualify, qualify. If you're looking for high-dollar clients, you need to qualify your marketing avenues the same way you'd qualify your clients - and be willing to spend a little bit to go after those connections. Sometimes that's advertising, but more often than not it's investing in good relationships that bring good referrals.
Know your ideal client and talk to them directly at each step of your sales process, marketing and general public communication. Not all prospects will be a good fit - learn to let these go in order to make room for better business opportunities.
One of the biggest mistakes that you can avoid is not testing and optimizing your marketing channels. You can't rely on assumptions or guesses to know what works and what doesn't. You need to track and analyze your results and make adjustments accordingly. For example, you may want to test different headlines, images, copy, or calls to action to see which ones generate more clicks, conversions, or referrals. You may also want to test different times, frequencies, or formats to see which ones perform better.
Be willing to look at the work of your competitors and tweak your strategy if you find something is working better. There is no honor among thieves - and no shame in incorporating good ideas, regardless of where you get them. Click on your most-used hashtags and see what else comes up!
Another mistake that you can avoid is not diversifying your channels. You don't want to put all your eggs in one basket and rely on a single channel for your marketing. You need to have a mix of channels that complement each other and reach different segments of your audience. For example, you may want to use a combination of organic and paid channels to increase your exposure and traffic. You may also want to use a combination of online and offline channels to build trust and credibility. For example, you may use your website, blog, or portfolio to showcase your work, and then use networking events, referrals, or testimonials to get word-of-mouth recommendations.
Sometimes channels go away overnight. I had a big Facebook group that sent me referrals several times a month - before the group got shut down. When it returned, I wasn't allowed to post in the group looking for referrals. Diversity helps to keep you from losing out on business if a particular referral source goes dark.
Not only diversify your channels but also customise your offers in order to effectively communicate the value of each service you offer. There is no such thing as a universal template or strategy that will fit all kinds of prospects - be happy for each YES, but what is even more important: learn as much as possible from each NO.
The last mistake that you can avoid is not being consistent and authentic in your marketing. You need to have a consistent and authentic voice, style, and message across all your channels. This will help you establish your brand identity, personality, and reputation. It will also help you attract and connect with your ideal clients who resonate with your values and vision. For example, you may want to use the same logo, colors, fonts, and tone in your website, social media, and email marketing. You may also want to share your story, your passion, and your behind-the-scenes in your content and communication.
By avoiding these mistakes, you can choose and use the right marketing channels for your photography business. You can also improve your results, efficiency, and satisfaction in your marketing efforts.
Random things will not work in the long run. Make an action plan that you can deliver, show up every week and stay consistent with your schedule. Instead of copying others' strategies, extend your business plan and goals so they will be present at each step of the client journey - including prospecting, pitching and onboarding.