Focus on Success: Relationship Building

by Skip Cohen

It's Marketing Monday, and most of you still think of this as the "slow season." While it might be slow because incoming revenue is down, it shouldn't be a slow time for you as a business owner.

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 looking to do a quick, high-impact jumpstart, NOW is the time to plan and take action. And, 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:

• Community Involvement: I shared ideas on being more involved in last week's post, but it's important enough to deserve another reminder: 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 the coiner of the term, listed community involvement as one of the top things marketers need to do. The fun part of this is using social media to raise awareness of 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.
• 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 start calling them ASAP. You don't need to sell anything. Just call to check in on them. Your goal is simply to see how they're doing. A personalized letter, hand-signed, is another effective approach. What to write about? Talk about your focus on helping them create and capture memories. For most of you, your target audience is "Mom" and she's already familiar with how fast the kids are growing!
• 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 their 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.
• 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 constraints, you have an opportunity to help by taking a leadership role and sharing ideas for the classroom. Track down a few teachers and look for opportunities to be a guest on career day about being a business owner and photographer. Help the student yearbook and newsletter photographers, too.
• Legacy Programs: I've written so much on this topic, but it's perfect for working with kids. Help give them the guidance to become their family's historian. Photographers are the world's great storytellers, so help the kids you work with in the schools to learn the components they need and who should be the "stars" of their productions. This is about helping them capture the stories of their parents, grandparents, and other older relatives, before they're gone. And these days, every kid has access to a phone with both still imaging and video capabilities.
• 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 with them. 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.
• Join a Service Group: From the Chamber of Commerce to organizations like Kiwanis, Rotary, and Exchange Club, being involved is a perfect relationship builder.

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?