Breakthroughs for Photographers: Part IV

by Skip Cohen

​​I restarted this series to give you ideas on how to build a stronger business, no matter what the challenges were! Most of you are right-brain creative types with too little focus on growing your business. Many of you don't think of yourselves as small business owners. Even if you're working for another studio, imaging is a career choice that lends itself to freelance assignments, and you're ALWAYS building your brand.

Even through it's the slow season, it's not who you know but who knows you! Here's a list to help you keep your name out there in the spotlight. Your goal is to create top-of-mind awareness, so anytime somebody is thinking about photography, your name comes up first.
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• Stay in touch with your past clients: Years ago, a well-known family photographer told me that her business annually was made up of approximately 65% of her past clients. So, she made it a point to keep in touch with them throughout the year, especially during the winter. There were no hard pitches, just a friendly phone call to find out how they were. And she made it a point to catch them on birthdays, anniversaries, and any other special occasions she knew about. 
• Community Involvement: People like buying products/services from companies they perceive as giving back. What's great about being involved in your community is that it can start at any time, and it doesn't have to include a camera in your hands. Every non-profit has challenges getting the word out in the community, especially on fundraisers. Use your social media presence and/or blog to help them spread the word—be an ambassador!
• Own Your Zip Code: Draw a circle around where you're based and start knocking on doors! Introduce yourself to the other businesses in the community...and IT DOESN'T MATTER WHAT YOUR SPECIALTY IS! My favorite example is a wedding photographer walking into a real estate office. Once you've introduced yourself, all you need to say is, "My specialty is wedding photography, but I've got an incredible network. If you ever need any help with anything photo-related, give me a call. If I can't help you directly, I'm sure I know somebody who can."  
• Use Your Social Media/Blog: Your website is about what you sell, and social media/your blog should be about what's in your heart—post at least twice a week, same days, same times. Share stories/ideas relatable to your readership. Remember, you're building a community. Talk about the diversity of your skill set. Share tips on photography, especially posing, lighting, and composition. Help your clients become better photographers, regardless of what they shoot with.
• Teach a Class: Unless you started yesterday, you all have enough expertise to help the community raise the bar on better photographs, even if they're only shooting with a cell phone. Share tips on composition, lighting, fill flash, posing, exposure, and storytelling. For most of you, your target audience is "Mom," so help make her a better photographer. 
• Partnerships: You don't have to fly solo all the time! Look for opportunities to cross-promote with other vendors. A postcard mailer, for example, with two other partners, brings your cost down to a third. Best of all, all three partners become ambassadors for each other. And during spring seasonality and holiday time, here's your chance to cross-promote on discounts and each other's products as gift ideas.
• Social Media: In the portrait/social categories of photography, that means being primarily involved on Facebook, Instagram, Pinterest, and whatever's cropping up on other platforms. But remember, there are no erasers on the Internet. Stay relevant to your audience. Don't engage trolls! And stay focused on your passion for people and your art. You know how to hold focus on your subjects with your camera - so maintain focus on your audience's needs. Use Facebook's birthday and anniversary features to keep track of key dates with your clients. 
• Pick up the Phone: When in doubt, call a past client. Although I mentioned this above, everyone seems to have forgotten how to use their phone beyond texting. You don't need to be selling anything. The call's purpose is to let them know you're thinking about them and just want to know how everybody is. I suggest making at least two calls daily to past clients. 
• Show Your Work: Years ago, Bambi Cantrell displayed her images in a local Starbucks. Helen Yancy, a past president of PPA, started out showing her work at a local diner. Offer to decorate your doctor's office. Think about it - almost every doctor's office is the same - BORING! Let's get some good photographs on the wall; all you're asking is to leave a stack of your business cards on the magazine table. 
• Put Together a Networking Luncheon/Event: Every photographic specialty has other vendors in the community who don't compete directly but have the same target audience. For example, a wedding involves a caterer, salon, florist, band or DJ, travel agency, bridal and tux salons, a bakery, limo companies, and wedding planners. Invite one from each category for lunch in a local inexpensive restaurant with a private room (everyone pays their tab). You're getting together to talk about the business, trends, and anything that comes up, and in the process, expand your network.
• Career Day at ANY School: If we've learned nothing else from the toy manufacturers - the way to get to Mom and Dad is through their kids. Every school needs help with special programming. Offer to do a career day presentation and talk about what it's like being a photographer. Don't be boring and just talk - show photographs, special techniques, and things they can do with their cell phones!  Here's your chance to make education more fun and position yourself as the community expert on imaging.
• Build a Community Calendar: Everyone is always looking for new blog content. So, keep a calendar on your blog of upcoming community events, primarily non-profit fundraisers. For each event you personally attend, share the story with a paragraph or two and photographs. It's a great way to build up your reputation as a community supporter and be more recognized.
• Join Community Groups: From PPA affiliates to photography guilds to organizations like Kiwanis, Exchange Club, Rotary, and business networking groups, be involved. You're building a network of relationships.

Too many of you think there's nothing you can do to build your brand until business picks back up into spring seasonality. Relationship building is your most vital marketing tool, so set up a time every week to build your foundation of awareness beyond your skill set.

Author Scott Stratten says it best with the tagline of his book Unmarketing.

Stop Marketing. Start Engaging!