How to market yourselfas a professional photographer

Session sponsored by MOO

The Marketing Strategy Tripod

Your portfolio

Your networkYour clients

Show off!That’s a suggestion, not a criticism.

Your portfolio

Your networkYour clients

Create an online presence to host your portfolio

http://www.ericryananderson.com/

http://www.ericryananderson.com/

Considerations• Site should be updatable - in keeping with your tech skills

• Research low cost/free options

• Choose a selection of your best work. Not 1 image. Not 1000.

Create an online presence to host your porfolio

Ensure your site is found. Make it Google friendly

Considerations• URL should be easy to find; include relevant key words

‘photography’, ‘weddings’, ‘portrait’

• Regularly update your content; google will regularly crawl it

• Encourage other sites to link back to yours. Builds ‘Google juice’

• Experiment with Google AdWords. Find free vouchers

• Purchase “local” keywords to reduce price/click e.g. ‘Boston’

Ensure your site is found. Make it Google friendly

Add your site to as many directories as possible

Considerations• Search engines can better see your site

• Many are free, or inexpensive

• Be in the know; other photographers are already doing this

Add your site to as many directories as possible

Keep your portfolio in your pocket at all times

Portfolio Business Cards available at moo.com$21.99 for 50 cards$69.99 for 200 cards

Considerations• Use a variety of images, or different packs for different occasions

• Include all contact details; website, e-mail, phone etc

• Keep your cards updated with new, fresh images

• Let people pick and choose; use your cards as a portable portfolio

Create portfolio books to handover to special contacts

Considerations• No need to buy in bulk; tailor your books to different occassions

• Don’t be afraid to give books away - will make a great impression

• Do a hard edit of images before creating the book

• Add your url and details to the book, or slip in a few business cards

Create portfolio books to handover to special contacts

workNetworking doesn’t have to feel like workingNet

Your portfolio

Your networkYour clients

Social networks are the new referral systemhttp://www.robertdannphotography.co.uk/

http://www.robertdannphotography.co.uk/

Considerations• Keep content on your social network sites up to date

• Tap into active communities to expand your network

• Be proactive; start discussions, ask questions...

• Use these sites as a test ground for new work

Social networks are the new referral system

Share your knowledge and expose your expertisehttp://blog.danjohnsonphoto.co.uk/@ jenphoto

http://blog.danjohnsonphoto.co.uk/@photoclubs

Considerations• If you’ve done something you’re proud of, share it

• Keep an eye on other popular blogs to pick up tips and ideas

• Starting a blog can help drive traffic to your site

• Don’t spam - stay honest and genuine

Share your knowledge and expose your expertise

Invite happy clients to review you online and on your site

Considerations• Outstanding reviews from happy clients instill confidence

• Lots of reviews shows that you’re busy, which is a good thing

• Reviews allow you to *boast* without blowing your own trumpet

Invite happy clients to review you online and on your site

Events help you stay informed and well connected

Events help you stay informed and well connected

Considerations• Use events as an opportunity to meet new clients

• Stock up on Business Cards before events

• Events can provide great content for blogs, twitter, facebook etc

• Stay informed; companies showcase new products at events

Expand reach with complementary services relationships

Considerations• Non competitor companies might be happy to promote you

• People organising events will love a ‘1 stop shop’ approach

• This is an easy way to expand your reach

• You can provide a service to others to generate goodwill

Expand reach with complementary services relationships

Build a circle of photographer friends

Considerations• Avoid disappointing clients; have a back-up

• Everyone needs advice/second opinions

• Split costs/workload when hosting events, marketing services

Build a circle of photographer friends

Happy clients come in small packagesA delighted customer can be your best advocate

Your portfolio

Your networkYour clients

lucyndskywdmnds***

After projects, send Thank You cards with the finished work

lucyndskywdmnds***

Considerations• Using images from your client’s project will make a big impact

• Consider selling whole packs of cards or give as gifts

After projects, send Thank You cards with the finished work

Peter Guthrie***

Keep in touch with past clients

lomokev

Peter Guthrie***

Considerations• Stay in touch with clients at key times in the year

• Sending a Holiday Card or Birthday card is a nice added touch

• Showcase a new exhibition or service

• Send a few cards for distribution amongst your client’s network

Keep in touch with past clients

lomokev

shutterblog

Janet {Hygge}

Create memorable, keepsake client gifts or extras

shutterblog

Janet {Hygge}

Considerations• Delight your clients by giving them surprise gifts using their images

• Help them create their own gifts for clients or friends and family

• Consider selling special photo gifts for a premium service

• Inexpensive, small items can still be remarkable

Create memorable, keepsake client gifts or extras

Make your self-promotion items blend into an event

Occasion Photography

Considerations• Clients are more likely to promote you if your cards fit with their

event

• Choose images of the client or ones suitable to the occassion

• Use images of the client to encourage guests to pick up your card

Ocasion Photography

Make your self-promotion items blend into an event

Occasion Photography

The Ripple Effect

You & Your work

Your network

Clients

Their network

Thank You for attending

Special MOO Offer

Get 20% off your first MOO ordercode: 29P6K4

expiry: 31st August 2009

A bit more about MOO products

From $21.9950 or 200 variable, full-colour, double sided

business cards with free holder

Business CardsAvailable from US + EU store

$19.99100 variable, full-colour, double sided

personal mini business cards

MiniCardsAvailable from US + EU store

Post CardsAvailable from US + EU store From $19.99

20 or 60 variable, full colour, double sided postcards, in a presentation wrap

Greeting CardsAvailable from US + EU store From $24.99

10 or 25 variable, full colour Greeting Cards in a presentation box

$9.99 90 variable, full colour vinyl stickers, bound in a

pocket-sized book with removable sheets

StickerBooksAvailable from EU store only

$21.99 16 variable, full colour ‘fold + stand-up’

NoteCards in a presentation wrap

NoteCardsAvailable from EU store only

Appendix

Portfolio websites

• Example online portfolioshttp://vandelaydesign.com/blog/galleries/best-photographer-websites/

• Build your own online portfolio site siteshttp://www.moonfruit.com/http://www.yola.com/http://www.foliolink.com/http://www.isdntek.com/clicpic.htm

• Tips on building an online portfoliohttp://www.dphotojournal.com/how-to-build-your-photography-portfolio/

Getting people to your site

• SEO tipshttp://www.seomoz.org/http://training.seobook.com/

• AdWordshttp://www.quirk.biz/emarketingtextbook/http://sem.smallbusiness.yahoo.com/searchenginemarketing/https://adcenter.microsoft.com/

• Free Directorieshttp://www.dmoz.org/http://www.google.com/local/http://dir.yahoo.com/http://www.business.com/ (not free)

Other ways to make money

• MOO; http://www.moo.com/Personalised stationery

• Blurb; http://www.blurb.com/Photobooks

• SmugMug; http://www.smugmug.com/Prints + Gifts

• Imagekind; http://www.imagekind.com/Community for buying + selling art

• iStockphoto; http://www.istockphoto.com/index.phpStock photography

• Alamy; http://www.alamy.com/Stock photography