The Art of Staying Relevant

While old technology is fun to look at, none of you rely on it for running your business. In order to stay relevant you've got to bring your marketing and presentations up to date too!

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 Make every interaction count, even the small ones.
They are all relevant!

Shep Hyken

by Skip Cohen

​​This past weekend we received the new copy of the area's Yellowbook, and it went from the driveway to a quick photograph and into the recycle bin. The only people who I think might use it would be the most senior citizens who aren't computer proficient. And, for them, most of the fonts used are too small to read!  When was the last time you looked something up in a book like the Yellow Pages?

That got me thinking about all the ways photographers can stay relevant, and some of the challenges everyone faces.
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• I still hold to the thought that you need both a website and a blog. Your website is about what you sell; a blog is about what's in your heart. The two should work together, like advertising and publicity.
• Are you social media active? Facebook and Instagram seem to be leading the way on reach in the portrait/social categories. But you can't be sharing once every other full moon. The same goes for the content on your blog - you need to be posting a minimum of twice a week and on the same days and times.
• Cutting-edge communication: Technology never slows down. In just the last week PhotoTexting.com launched its new website and programs for helping you expand your reach. There's also an especially effective Senior Rep Program for all of you photographing seniors - and communicating via text is perfect for this audience.
• Updating your galleries: When was the last time you refreshed your galleries? It's not just about new images, but showing your best skills. Remember, you don't need any more than 8-10 images in any one category, but they all need to be stunning! And don't be afraid to show a variety of techniques.
• Presentation: All it takes is a call to your lab and asking the question, "What's new?" From Performance EXT Metal Prints from Bay Photo to Marathon's Bella Art Prints - technology has expanded what you can offer your clients with more exciting products. And some of the classics, like canvas prints which aren't new to any of us, might be unique to your target audience.
• Are you fun to work with? It might seem a little abstract in a post about staying relevant, but you need to remember you're selling an experience, not just the finished product. There's a great quote I've shared numerous times in the past:

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"If I can see the world through my client's eyes, then I can sell my client, what my client buys."
​Ed Foreman

Staying relevant is about seeing the world through your client's eyes. 

No one blog post could hit on everything you should be doing to stay relevant in your community, but you've got to start somewhere. Show your very best images, build relationships with each client and never compromise on the quality of your work or customer service.

Photo credit above: © BillionPhotos.com