Everyone who strikes out on their own to take photos for a living has to come to terms with the reality of running a small business or fail. It takes a lot more than just upgrading from point & shoot cameras or getting better with digital SLR kits. Among other things like accounting and networking, you have to publicize your business. Try these essential strategies to promote your photography business so you can get more work and focus on doing what you love, taking great photos.
1. Make Your Website Client-Friendly
Although a beautiful website that compliments your photos perfectly can be fun to design, good sales design is about the customer’s experience. It needs to be easy to navigate, not distracting or annoying – think music that plays during a flash video before you enter the actual site – informative, and have a clear way for customers to view your photos, learn about you, and contact you with questions. Even if you already have a site, there are a number of photography site platforms that can help you create this if you aren’t able to spend big on a developer and designer.
2. Get Active on Social Media
Facebook and Twitter are the starter sites, but there are also several photography-focused options, as well as newer options like Pinterest, where you can network with other photographers and get your name and work in front of potential customers. From micro-blogging to active networking, there are a number of ways to leverage social media to find customers. Each site requires a different type of activity and tools to use optimally, but the basic value is that they allow you to focus your efforts on potential customers interested in your niche, both in terms of region and type of photography, to increase the income-value of your publicity effort.
3. Google and Search Optimize Your Site
If you have the time and energy, you can follow an online search engine optimization for photographers guide to help generate organic search traffic. Effective regional and niche targeting is essential to making this cost effective. Even without a big SEO effort you can take advantage of Google+ business to get your business listed. This helps with showing up on Google Maps searches and gives customers another way to find your contact info and site.
4. Run a Useful Blog
Blogging works best when coordinated with social media, but it is important on its own as well. If you have a blog people like to read, they will remember you and business will come. You have to share things though, so your site and your inbound social media traffic are visually attractive and have staying power. Share photography tips, photography and photo projects, or even just the highlights of shoots you do for clients.
5. Give It Away Cheap Where It Will Be Seen
Whether you barter your service with other small businesses, offer discounts for other online businesses that need photos (and will give you photo credits), or even provide photography for free to a local city or municipal event. The point is to showcase your skills in such a way that people may see it, think the photo is great, and then visit your site. That foot in the door is all you need, and the cost of the discount can actually be very low in terms of the price per exposure.
None of these steps are easy, and they all pull you away from you Digital SLR kits, but the payoff for doing them well is a thriving business.
