Keeping the Attention of Your Target Audience

"The future of marketing is not just getting attention, but keeping someone's attention."
Tagline from a Spotify webinar ad

by Skip Cohen

​When I saw the quote above in an ad format, it made so much sense. It's the ongoing challenge of marketing, especially for small business owners. Plus, we're through Spring seasonality with Father's Day batting cleanup. So, what can you do to continue building momentum and increasing brand recognition for your business?

Just like Subliminal Man on an old SNL routine, you've got to maintain a presence with your target audience. It doesn't always have to be direct contact, but a continual flow of branding is necessary to build recognition and top-of-mind awareness. 

• Community Involvement: People like buying from companies they perceive as giving back to the community. You're looking for the community to be good to you, so you need to be good to your community. There are numerous ways to get involved, from major national events and fundraisers to local school, church, and Chamber of Commerce activities. And while finding ways to stand out as a photographer, it's more important to be involved, whether or not you're clicking the shutter.
• Partnerships: I've written so much over the years about partnerships. Partners help you reduce your costs and expand your reach. 
• Direct Mail: Think about how much noise is in our lives. A well-designed postcard mailing to your target audience can help you cut through the noise and increase brand recognition. It's also a perfect vehicle for partnerships.
• Email blasts: A good email blast has to be targeted. While some people feel strongly that you need big lists and shotgunning the market because you're bound to hit something, I'm just the opposite. I'd rather invest in smaller more defined target lists that hit the right demographics.
• Follow-up phone calls: Calling a past client doesn't need to be intrusive; it just needs to be helpful. Your past clients, unless you've behaved like a complete idiot, are your best ambassadors. Just an occasional phone call to check in on how they're doing can help build the relationship.
• Own Your Zip Code: This is old school and involves pounding the pavement. It's all about getting to know the businesses in your area, but more importantly, they need to know you. And you don't need to be selling anything; just introduce yourself with something like, "I just wanted to meet you guys. My specialty is ____, but I've got an incredible network. If I can ever help with any of your photographic needs, just give me a shout." Leave your business card, and that's it - soft sell and simple.
• Social Media: Whether you're a blogger or just active on Facebook, you need to maintain a helpful presence. For example, if you're working with a non-profit on a specific event, then write about it on your blog or social media sites. Be an ambassador for associations and causes you believe in.
• Photographer Guilds: Get involved! This is about building your network so you always have solutions, even when you might not have the specific skills for the task.

Here's the bottom line: Summer is here, and you need to maintain your presence in a way that is supportive without being overly aggressive. It's about keeping that top-of-mind awareness I mentioned earlier.

"The best marketing doesn't feel like marketing,"
Tom Fishburne

"Whether you're doing B2B or B2C, marketing is all about reaching the right person,
and talking to that person in a way that makes them feel comfortable,"
Adam Spawton-Rice