Lately, I’ve been on a kick on researching and writing blog posts that are geared towards helping aspiring newborn photographers decide if this is a career path for them. Today’s post is no different! In this post, I’m going to delve into various ways to market your new photography business. Because let’s face it, marketing isn’t always easy!
For many, marketing is overwhelming and many don’t know where to even start! But have no fear, I’m here to help break down marketing into 4 easy steps.
Define Your Target Audience
To create a successful marketing plan, first and foremost, you need to define who your target audience is going to be. Once you identify who your target client is, you will need to research their demographics. Some areas to find data on would be: identify age group, location, and what is net income of this area/age group. Defining these important statistics will help you decide on your pricing and packages that you offer as you want to be sure you are finding the “sweet spot” where people feel comfortable and are able to pay you for your services.
Define How You Will Set Yourself Apart
To be honest, newborn photography is a flooded niche. However, despite all the steep competition, you can still be successful with a little sweat equity and some tears! The biggest way you help your business succeed is by finding a way YOU stand apart from local competition. This can take on any form that fits who you are and what your business represents. Some examples of how to stand out could be: your editing style, signature props you decide to use, to having a professional hang any commissioned artwork a client purchases from you. Maybe it’s a mix of the above suggestions or something completely different! But find what makes working with you special and unique; for these little personal touches will be why clients choose you to capture these once-in-a-lifetime memories.
In a digital world, you are going to have to get accustomed and used to putting yourself out on social media. Below are my top 3 digital marketing tips:
- Create a website: Create a website that will showcase who you are and where you came from. Your website is most likely the first touch point a potential client will have with you and if they can connect with your story, they are more likely to hit the “let’s connect button”! Be sure you list out your prices and packages as well as examples of your work! If you have social media accounts (more on this below), be sure to connect to your website so potential clients have multiple ways to access and reach your work.
- Sign-Up for Google My Business: Google My Business is a free tool that allows a business owner to promote their business listing and website on Google Search and Maps. Having a business profile allows the owner to input vital business information such as contact information, up-to-date photos to showcase work, as well as connect and respond to reviews. Another huge plus to having a profile, vital analytical information such as how your potential clientele is interacting with your profile. When you know how your clients are searching and interacting, you can make appropriate changes and adjustments as needed to keep you ahead of the marketing game!
- Social Media Accounts: As a photographer, I would recommend having a business profile on the following social media platforms: Facebook, Instagram, and Pinterest.
Creating a business profile on Facebook is almost as important as having a website. Facebook allows you to constantly interact and connect with your followers/clients. However, for Facebook to be a useful marketing tool you need to be posting 2-3 times per week. These posts can be sneak peaks of a shoot to informative posts about newborn photography, your business, and your life. Clients not only book based on your style but who you are. The more you can connect, the easier it will be to find and retain clients.
Instagram is a must in the photography world. Instagram the visual social media platform! Like Facebook, Instagram offers another means to interact with potential clients; showing people that there is a real person behind the camera! Not only is Instagram a fabulous way to showcase your work but again, it’s another means to show your knowledge in providing informational tidbits on a post.
Unlike Facebook and Instagram, Pinterest is actually a visual search engine (i.e., think Google with pictures). While it’s technically considered a social media platform, people don’t flock to Pinterest to see what you are up to (it’s social in means of “sharing” or “saving” pins). But clients are on Pinterest for inspiration, ideas, and to visually solve a problem. The great thing about Pinterest is if you optimize your profile to be rich in searchable keywords, including your location, you can increase your social reach as well as potentially gain more clients who may not have found you on other platforms.
While traditional marketing isn’t as prominent as digital marketing, it still is a must in our business. Once you’ve identified your ideal clients and where they live, visit local boutique children stores in that area. Introduce yourself and your business and ask if they have a board where you could put up a flyer advertising your services. You can also visit local pediatrician offices to try and accomplish the same effect as above. And finally if you have the monetary means, you can always put an advertisement in a local newspaper or magazine!
Starting a new business is scary, no matter what you are trying to do. However; I hope my above marketing tips alleviate some of your anxiety about how you will get your name and work out there! While success won’t happen overnight, if you keep at it and put in the time and effort, you will eventually have a prosperous business faster than you can imagine!