Why is it important to talk about digital marketing in photography?
How can this help you in times when everyone has access to a camera?
The first thing you need to know is that communicating a product or service has many variables in common but also some important differences to recognize. The photographer’s job can follow a personal branding strategy or one that is more focused on the kind of service and the type of audience you want to target. Or it can be a mixture of both.
What must be clear is that it must be something premeditated, planned with time and not a product of improvisation or the photo we have at the time.
In order to outline a marketing plan you will need to ask yourself questions and define:
1. What am I going to offer specifically?
Here the range is as wide as types of photographers exist. Books for actors, photo for newborns, photography for social events, photo-products, gastronomy, landscapes, travel, among many other possibilities.
Try to concentrate your work in a genre, without overdoing it, avoiding to confuse your audience. It’s not the case, for example, if you do landscapes, to show on your page or social profile types of images (e.g. wedding photos) that have nothing to do with you.
2. What do I want to achieve?
That means define objectives, short and long term goals. Having this in mind from the beginning will allow you to make changes when you consider it necessary and to compare how you perform in each stage.
3. To whom will I address my offer?
This is what we call our ideal client. Logically, depending on the type of service you provide, the audience will vary. For example, if you offer a photo service for newborns, it will be very clear that your communication will go directly to an audience of future mothers or, exceptionally, future grandparents who want to gift it. But the audience is easily limited.
In other cases it is a little more complex to define who the specific user is. When this is the case, it is advisable to start dividing it into possible subgroups and testing it. This is essential in the digital era, especially with social networking tools. There is a lot of trial and error, analysis and decision.
4. Where and how do I find users?
Here you will need to start thinking about what the routines are, what behaviors your users have and what networks they use most. In this way you can set up schedules, types of publications, the information they are looking for in each occasion and format.
Generally, as for photography, the ideal social network for the moment is still Instagram, where communication takes place mainly through images. Although it is the best option when it comes to photography, there are also other social networks that can help you improve your digital marketing strategy.
5. Who are my competitors?
At this point you will need to check out how your sector is composed: national and international competitors, relevant figures, references, possible allies, connections that complement us. And in each case how each one works, what is their style, key words, hashtags, type of contents and what reactions or interactions they receive from the audience/s.
Once you have compiled this information, analyzed it in detail and even shared it with people around you – who can give you suggestions – you will be ready to get to work.
Taking up what we said at the beginning about looking for a specific, possibly unique offer, we want to emphasize that there are many actors in this market, hundreds of photographers in the same city offering the same services.
That’s why it’s important to choose something that stand us out from the crowd and to build on that. Not only a type of service, but also a style of communication. Even finding something that your public feels represented, identified with, an element that make them feel that it is you they are looking to hire. In this sense, you will be able to answer what is the difference between a professional photographer and a person with a good camera or an excellent quality telephone.
Looking for a story that generates identification, connection with the other today is vital and that will also help you distinguish yourself in the tide. Here Nik tells you his love story with travel photography, what makes him passionate about it.
Stay tuned for the next photography marketing article where we will develop some channels and tools for you to start positioning yourself in the digital world.