Building Blocks for 2024 - Part V: Relationship Building

by Skip Cohen

Building a successful business is like putting a puzzle together. Each piece represents another aspect of your relationship with your target audience and the community. No two pieces of the puzzle are the same, but they all fit together. And you need ALL of them to complete the "picture."

Whether you're just starting your business, rebuilding, or trying to do a quick high-impact jumpstart, NOW is the time for planning and taking action. In photography especially, for most of you, this is the "slow season." But it's a you-snooze-you-lose scenario if you are complacent and kick back, waiting for your ship to come in!

Your very best marketing tool is relationship building. Yes, you need the skills to walk the talk, and social media involvement is important, but in the end, it all comes down to relationships.

So, let's hit on some dependable relationship builders:
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• Finding Clients: Everyone is always talking about finding new customers. Sadly, too many of you forget about your existing database. Take your top 30-50 clients from the past year or two, and starting ASAP, give them a call. You don't need to sell anything. Just call to check in on them. Your goal is simply to see how they're doing. 
• Own Your Zip Code: My good buddy Scott Bourne started talking about this years ago, and it couldn't be more effective today. Pound the pavement and start knocking on doors in the business community. You don't have to sell anything except your personality. And for those who are rolling your eyes and thinking it's lame to approach a realtor in town because you're a wedding/event photographer, how's this for the opener, "I just wanted to introduce myself. My specialty is weddings, but I've got a solid foundation in photography. So if there's anything you ever need help with, give me a shout." Leave your business card behind. You're just touching base to be helpful.
• Community Involvement: People like buying products and services from companies they perceive as giving back to the community. Jay Conrad Levinson, the father of guerrilla marketing and who coined the expression, listed community involvement as one of the top things marketers need to do. The fun aspect of this is using social media to help promote needs in your community. Every non-profit is looking for support. Use your blog, Facebook, TikTok etc. to help promote various activities in your community and get yourself involved and known for giving back.
• Start Your Own Online/Live Classes: There are things you do daily as a photographer that you take for granted. Whether live evening programs or online, create your own mini-workshops for the community. Share ideas on storytelling, exposure, composition, lighting, and position yourself as the community expert.
• Get Involved With The School System: Education these days is a mess. As teachers struggle with budget challenges, you've got an opportunity to help them by playing a leadership role with ideas for the classroom. Track down a few teachers and look for opportunities where you might be able to be a guest on career day about being a business owner and photographer. Help the student yearbook and newsletter photographers, too.
• Be Active on Facebook/Social Media: While we all hate a lot about FB, keeping in touch with clients through social media couldn't be easier, especially with birthdays and anniversaries when they're listed. ​
• Keep in Touch With Your Network: All of you have people you've met at various shows and conventions over the years. Start by making a list of every product you use in your business. Then, do your best to identify a key person at each vendor and start keeping in touch. The crew at your lab is one of your most important contacts, but don't forget other artists, your local retailer, and the sales reps for the products you use most.

Your goal is to be a leader in your community and demonstrate why you're everyone's best choice for the services and products you provide. What good is working to create the finest images of your career if people don't know who you are and what you stand for?

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