The other night I did a mini-webcast live for the AIBP crew. Their most asked questions always had something to do with marketing strategy. Every business, no matter what line of work you're in, has the same challenge, finding customers and keeping them. You've got to find that sweet spot that makes you different from what everybody else is doing.
Own your zipcode: When was the last time any of you got out and literally knocked on doors to introduce yourself to every business in the community? When I was a kid I remember moving to a new neighborhood and a woman from "Welcome Wagon" came by the house to introduce us to the vendors in the community. She left a basket of goodies, coupons and information. You need to do the same thing, with or without a goodie basket.
All of your past clients: Everybody is so busy looking for new clients, but they forget about building relationships with their existing base. These are people who already know you and have other photographic needs or friends who do, but you've got to stay in touch.
Partnerships: Other businesses, including photographers, are the perfect partners to create excitement in the community. New partnerships can be just what you need to "build some new doors." It can be as simple as sharing the cost of a mailing together to actual cross-promotions of each others products/services.
Social Media: Every day you've got an opportunity that many of you miss to expand your presence in social media. Without question, for photographers, those new doors are through a well done blog, Facebook and Pinterest when it comes to reaching new potential clients. However, you've got to pay attention to your presentation, the quality of your images and being helpful in what you're sharing.
You know how to focus your camera, but what about your business? Opportunities are everywhere, but you're the only one who can go out and find them!