PHOTO PRO TIPS

I think one of the most challenging things about being a commercial photographer is the marketing. It’s ironic because we are in a commercial world, yet marketing to our audience seems so voodoo and difficult. In my experience, no matter how good you are or how cool you are, if no one knows about you, then you’re never going to get work. I’ve done many things and read many opinions about what works. I thought I’d share what has worked for me.

1. Website - Your website and your web presence is so critical. I can’t stress this enough. Your website should be A) easy to navigate, B) have big photos that download fast, and C) have your contact information on every page. If you’re site is in Flash, make sure you make your contact footer in HTML so that AB’s and PE’s with iPhone’s can at least call you from your website. Not to brag, but everyone says how much the love my site. It’s a good example of what works.
2. Blog - Blog about what you’re shooting. Blog about what new clients you have. Blog about anything related to your business. Google LOVES blogs, especially one’s that are XHTML compliant (i.e. Blogger, WordPress, Live Journal, etc.). The more your blog, the more search engines will visit your site and that makes you more relevant. Also, make sure you link out to specific phrases, not just “click here” or “this aricle”. For example, Lincoln Barbour is an awesome photographer.
   
3. Source Sites - Here are the top three sources sites to pay to get into: Workbook, Black Book, Alternative Pick, Le Book, PDN Photoserve, and Creative Hotlist. There are a bunch of others, but I would say most art buyers use these sites pretty exclusively. I’m not even paying to be on PDN Photoserver and I’ve gotten work from being listed.
4. Professional Orgs - You have to be with ASMP, APA, or EP. It gives your credibility because not anyone can join these organizations. You have to peered reviewed and credible. ASMP, APA, and EP have built outstanding reputations and being associated with them makes you look like the professional you are.
5. Direct Mail & Email - A necessary evil, but you should do it. A good schedule would be a print mailer ever 4 months and an email campaign ever 2 months. Use Adbase or Agency Access to build a targeting mailing list and focus on clients you want to work for. If you shoot fashion, don’t send a promo to Bon Appetit.

The real trick is that not one thing will do it. You have to do all of it, all of the time, forever and ever. It’s part of doing business. Yeah it’s expensive, but make it part of your CODB and charge a day rate that covers it.

As my Dad use to say, “It takes money to make money.”

This entry was posted on Saturday, May 3rd, 2008 at 8:50 pm and is filed under Opinion, Pro Tip. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.