As a marketing agency, we’re always encouraging our clients to use more images. But when your marketing is images, it’s tough to stand out! When you’re sailing the image sea, try these five actionable ideas to better market your photography business.
1. Be Findable Through Your Photos
If you have a website to promote your photography business, focus on great media indexing–making sure your images have good alternative text, captions, and descriptions–so they come up in Google Image searches and lead people back to you. Don’t forget to watermark everything!
2. Establish an excellent social media presence.
All the young people are on social media these days. Oh, and all the old people. Everyone, really! Instagram is one of the best platforms for photography marketing because it’s so visual-oriented. For Instagram, start here!
- Make sure you have a business account. If you haven’t created one before, Instagram will probably start you with a personal profile. You can switch to a business account with the touch of a button to unlock useful features.
- Try to tap into a particular theme with your photos. Much like developing great brand awareness, having a distinctive look to the photos you post on Instagram (certain colors, layouts, subjects, etc.) will actually help you stand out.
- Watch for hashtags that are popular, but not too popular. Hint: free tools like For Display Purposes Only and Hashtagify can help you find trending hashtags and related hashtags.
Particularly if you do much food, fashion, wedding, or travel photography, Pinterest might be a good platform for your business! Keep these tips in mind:
- When you create pins, use Pinterest’s tools to make them easy for Pinners to find—keywords, hashtags, and categories—as well as information about yourself and your business.
- Engage, engage, engage! Have at least a few boards dedicated to re-pinning. If you’re worried about accidentally promoting your competition, shoot for related category boards like, “Photography Props I Want,” or “Favorite Cameras.”
Facebook, for all its overblown, wily ways, can be an excellent platform to market your photography business. Tons of people are on it, it’s easy to add links (unlike Instagram), and it’s one of the first places people turn when they’re searching for information about a business.
- Put your photos into albums. Your page will have much less appeal if you organize only by “timeline photos” and “mobile uploads.” Be clear and concise with your album names.
- Can you offer a free session? Facebook is a great place to run a giveaway—just make sure to follow their rules! Afterward, drive more engagement by showing your followers how the session turned out.
- Interesting captions are a must for Facebook. People want to feel connected to one another, and having personal details included with the pictures (“This was right before a huge wave soaked the wedding party!” or “After taking this one, I slipped and fell into a puddle”) is the best way to make them feel in-the-know. One tool we like to use is CoSchedule’s Social Message Optimizer.
3. Make Sure Your Information Matches Everywhere
This one’s a bit obvious, but having your information easy to find all over the web is a must. If you have a physical location and a business phone number, make sure it’s consistent on every platform you’re a part of. Facebook, Instagram, Google My Business, Bing, Pinterest, Twitter. . . You never know where people are going to look for your photography business! This is particularly crucial if you’ve ever changed your business name, address, or phone number.
4. Create Samples of Your Work
You probably already have a high-quality portfolio, but in a market drenched in photos, it’s helpful to show potential clients, “Hey, here’s what you can DO with my images.” For those in the stock photography market, this could mean displaying sample blog images, newsletter layouts, or flyers using your photos. Don’t worry if you’re not Photoshop-savvy; free tools like Crello and Canva make this part a cinch.
5. Educate Amateurs
Putting out content about how to do better photography seems counter-intuitive (after all, that’s what they’re supposed to hire you for!) but the truth is, offering people useful information helps you gain their trust. And once they see you’re a pro who knows your stuff, they’re more likely to say, “You know what? I’m not doing this on my own. I’m hiring this guy.” Bonus points! Having educational blog content on your website is one of the best ways to improve your SEO (search engine optimization) and get your website ranking higher in search results.
If writing isn’t your strong suit, start small with tips and tricks such as: “3 Tools to Pack for a Rainy Shoot,” or “What to Pack in Your Photography Kit.” Short, list-form articles will be appealing to readers and great for sharing on your social media profiles!