"Drilling Down" - Throwback Thursday as a Marketing Tool

by Skip Cohen

It's Marketing Monday, and here's one of your easiest (and most fun) tools for marketing your business in imaging...Throwback Thursday. I've written about #TBT many times in past posts, but it's time to drill down on more detail.

One of your biggest challenges is planting seeds of ideas with your clients. It's not easy setting yourself apart from the competition these days, but not because it's difficult. The challenge comes with so many opportunities, and many of you fall into "analysis paralysis." You're not sure where to start, and procrastination takes over, and you wind up doing very little.

These days we're all tuned into Throwback Thursday and sharing old images. You've seen me share industry stories and photographs we can all relate to. You're my readers, and most of you are seriously invested in imaging, but what about your readership and "Mom?"

For most of you, "Mom" is your target audience. Remember, 98% of the purchase decisions to hire a professional photographer in the portrait/social categories are made by women, and Mom is almost always involved. Throwback images can prompt Mom to consider an updated family portrait. We're into Spring seasonality, and then into the importance of capturing summer memories. It's the perfect time to remind your audience that it's time for an updated family portrait.

• Find six old photographs that relate to your business focus, and you'll have six weeks of throwback posts to share.
• Look for images that show changes in style. From clothes to hair and makeup to colors, there's so much out there to choose from.
• You can share throwback images everywhere. If you have a blog, it's the perfect topic. With or without a blog, you can share the photos on Facebook, Instagram, and Pinterest - wherever your target audience hangs out. You could also add a fun section to your website sharing older images.
• Add in a promotional offer - there's nothing wrong with tagging your throwback shares with a limited-time special offer. You've got their attention with an old photograph - now bring it all together. Close with an idea to update their family portrait and get them into your studio or on location.
• Offer a Legacy Program that uses still images and video to capture the stories your clients want to share with future generations. I've written a lot about this in past posts. If you're still stuck on how to do it, send me a DM on Facebook, and I'm happy to give you a hand.

What I love most about a Throwback Thursday approach is that it's so soft-sell, it's hard-sell without being in anybody's face. Plus, it works on just about any image, even a headshot campaign. Have fun with the old photos you share. Use them to show your sense of humor and how much fun you are to work with.

When you can make fun of yourself, you become that much more approachable and a stronger relationship builder. Plus, you're reminding "Mom" that the kids are growing up and that her family is changing. While we can't stop time, as a professional photographer, you can take time and turn it into a tangible memory and a perfect gift for any time of year!