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The Photographers Sales Funnel

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Fundamental to the success of your photography business is the concept of the sales funnel. The sales funnel is key in defining the strategies needed to find prospects and turn them into clients over time. It also defines an effective referral program that keeps people coming in at all levels of your business.

Basic Sales Funnel Structure

When you are building your marketing and sales strategies, your ultimate goal is to bring in paying customers. Yet in order to do so, you have various steps in order to accomplish your goal.

The sales funnel begins by capturing the attention of prospects out in the marketplace looking for what you have to offer. Some are intrigued and want to learn more. Some are just starting the process and have no expectations. Some are ready to book and become clients. And a little of everything in between. The purpose of the sales funnel is to allow a prospect to “drop” in at whatever level they are currently at and provide them with what they need to go to the next step.

By the end of the process the funnel has successfully captured the ultra-responsive customers who have purchased from you again and again, love what you do, and enjoy sending you other clients as well. This is where great businesses make the majority of their profits – they find raving customers that love what they do and are willing to promote you to everyone they know.

Let me show you how it works.

The Sales Funnel

If you’ve been online for awhile, or even studied marketing, you have probably heard of the sales funnel. It has a variety of ways of looking at it, depending on your industry and how you wish to attract clients.

When we first started our business, we knew we had to reach out to clients in a variety of methods. With wedding photography, very few brides and grooms think about wedding photography until the moment they become engaged; then they are thrown head first into a whirlwind of planning.

The top of the funnel isn’t meant to sell to a prospective couple; instead its meant to educate them. Websites are the perfect marketing tool because you can provide as much content as you can and leave it up to the couple to decide how much they need. Some will spend 10 minutes going through 10 pages; some will spend 10 hours going through hundreds of pages.

While photographs are great – you are a photographer, what else would a prospective client want to see – remember they are in it for the education as well. A prospective wedding client has never planned a wedding before. They might not be thinking about sunset times for their 7pm wedding in October – and how you really can’t capture detail when the ceremony is outside in the dark. That’s a perfect thing to educate them on.

Or how long it truly takes to photograph formals. If they have large families and want a lot of groupings, it will take far longer than if they rely solely on photojournalism to capture the moments. [Read more...]

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8 DIY Publicity Tasks You Must Do Now

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If you are in business for yourself, you must do every task necessary for your business. That includes everything from photographing your clients to taking out the trash. You don’t get to pick and choose what you want to do; instead everything is equally important when it comes to building a success business.

Which means every business owner must be a self promoter too – unless you have the ability to pay someone else to do it. If that’s not you, spreading the word is your task. Not to be confused with marketing, publicity gets others talking about you. And while many people think publicity comes with age – only the more established, more profitable companies need to worry about publicity – in fact its great to build your PR plan as early as possible.

Here are some ideas to help you develop a strong publicity program.

1. Choose what media outlets you would like to be featured in

What do you want out of your publicity? Are you trying to prove your expertise? Or are you trying to attract new clients? People look to articles in magazines as more authoritative than those that place ads. If you’re in an article, you must have something to say. Find a few sources where you would like to be featured and start gathering contact information. In order to pitch an article, you’ll need either a writer/reporter or the editor, depending on the size of the publication. Make sure you get contact information: names, email, addresses, web addresses. In many cases if you head online, you’ll find specific information for submitting ideas. I keep an excel file filled with this information, so its easy to create things and get them into the appropriate hands immediately.

2. Use resources like HARO

Want a great way to get to reporters looking for you? Try out a service like HARO – Help A Reporter Out. Sign up for their free service and you’ll be put on the mailing list in which you’ll receive emails three times a day listing opportunities. Follow up on the ones that you connect with and will bring you in potential exposure to your client base. While you can start with their free service – I’ve been using it for years – they also have pay models in which you can build profiles, filter your alert and even get a head start on responding. [Read more...]

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How To Boost Your Photography Business With Pinterest

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It was bound to happen sooner or later. Facebook and Twitter have been the social phenomena for many months now, so eventually some other site had to come along and see what they could do to gain traction.

It may be with a site called Pinterest. Pinterest is a social site that calls themselves a virtual pinboard. It allows you to organize and share all of the beautiful things you find on the web. People use pinboards to plan their weddings, decorate their homes, organize their wardrobe/closet, and find favorite recipes. Yep, if that sounds like a place the female population would love, you’re right. Its heavily weighted towards female users who love sharing and commenting on everything fun.

While Pinterest is simply a pinboard, meaning there is no true way of selling or getting people to buy your products, it is a popular way to showcase images with links back to the original source.

If you haven’t had a chance to check out Pinterest yet, now is the time. Use these ideas to set up and draw attention to your photography.

Spend the time

Pinterest is just like the other social sites in use today – you get out of it what you put into it. Find the movers and shakers of Pinterest and build relationships with those who are known for quality “pins”. Once they recognize you, they are more likely to post about your photography. [Read more...]

Filed Under: Social Networking Tagged With: , , , , , ,

Top Business Books For Photographers To Read Going Into 2012

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Every year I read dozens of books. And while I read a variety of different genres, business books tend to be one of the largest. As I was looking back over some of the books I’ve read this year, I decided to put together a small list of books that are perfect for finishing up 2011 with and getting ready to build a strong, successful business in 2012.

How To Market to People Not Like You
By Kelly McDonald
While most marketing gurus argue that you should develop a niched market and target them exclusively, this book will show you how to step outside that box and concentrate on core values rather than demographics. By looking at core values, you can find similar marketplaces in a variety of different places. If increasing your client base in 2012 is a top priority, this may be the book to help you think in different ways.

Enchantment: The Art of Changing Hearts, Minds and Actions
By Guy Kawasaki
I love how Kawasaki writes – story like format that is easy and fun to read. This is a quick read that will help you think of your business and your customers in new ways. Enchantment is the art of influence and persuasion, and how it transforms the relationships all around you. Understand how to change your goals through the use of enchantment and you will quickly get into the hearts and minds of people that could be your biggest fans.

Think: Straight Talk for Women to Stay Smart in a Dumbed Down World
By Lisa Bloom
While not technically a business book, this book is filled with information on why women are at the top of their game in education and career options, yet still struggle to get past the “looks” obsession. (Plus its a great read for the daughters in your life as well.) With today’s focus on celebrity media, plastic surgery and reality TV, the only way to move forward from here is to Think.

The Thank You Economy
By Gary Vaynerchuk
If you’ve noticed a change in the way people market their products and in the way they  buy, you’re not alone. Today’s world is controlled by a new set of communication rules. If you don’t understand the way people now make decisions, you’ll never succeed at business. This book is a great way to help you start out 2012 in a new way. While it won’t give you a detailed plan for using social media, it will provide a blueprint to why its the only way to succeed in the future.

The Personal MBA
By Josh Kaufman
This book starts with business fundamentals and works forward from there. With a unique look at concepts and skills, its an easy way to pick up the facts you need to succeed and put them into place immediately. It’s a book filled with complex principles written in an easy to read format. Perfect for the person that doesn’t have an MBA, yet really wants to succeed in business.

Evil Plans
By Hugh MacLeod
At first glance this may seem like a strange book to include in my Top Business Books list. It’s a book filled with cartoons. Yet look at its meaning and the message it delivers. This book is a manifesto on creativity, how to find it, and what to do with it to find success within your own small business. It’s a great book to pick up read one or two on a daily basis and really think about how to apply it to your own business model.

Real Time Marketing and PR
By David Meerman Scott
I’ve recommended his previous book, The New Rules of Marketing and PR before; in this follow up you’ll learn more practical steps to take your business into the future using online marketing strategies to your advantage. I love this book as it is filled with real world examples. Pick it up, open it up to any page, and you’ll learn something new you can directly apply to your business today.

If you’re looking at expanding your knowledge of operating a photography business, there are many options out there. While most are geared towards starting a business or becoming better at picture taking, here are a few that can help you understand and build a strong photography studio within the next few months.

The Photographers Blogging Book
30 Ways in 30 Days
Become a Top Wedding Photographer
What Do I Name My Photography Business?

Filed Under: Books and Training Tagged With: , , , ,

Are You Building Trust Through Your Website?

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I love marketing. I love seeing how other people put together campaigns. And because of it I follow a lot of people online to see what they will do next.

About a year ago I was introduced (through an online newsletter) to a woman who has a huge following online. So I started following her. And I really like her style. I love how she has set up her website, how she communicates with her fan base, and how she makes her offers.

But there is something else. I don’t like her as a person. At all. We don’t have the same beliefs or the same ethics. Some of the things she talks about actually gets me riled up in the mornings.

And yet she is busier today than when I first started following her a year ago. Why? Because she is true to herself and isn’t afraid to communicate heart and soul to her followers.

When you head over and read her site and blog posts, she is an authentic person, meaning she tells you exactly what she believes. She mixes personal ideals with her business strategies all the time. You not only get to know her business, but you also really get to know her as well. And I know if you have the same beliefs as her, you end up feeling connected almost immediately.

“That’s me.”

“She’s speaking directly to me.”

“She so gets what I’m feeling.”

Yep, she’s heard all of that and more. (She posts testimonials so I know what people are saying.)

Both online and off, being true to yourself means you’ll resonate with others as well. Think about your hot buttons and the things you love and support. If I say “National Rifle Association” or “Greenpeace” I’m sure your mind automatically begins churning things over. You may be passionate one way or the other on these topics. And if we get into politics, I’m sure the opinions would really fly.

Yet when you’re with a group of people that you “gel” with, you let your guard down. You know you can speak freely because they have the same opinions as you. And even if they vary in small degrees, there is still enough common ground that you can remain great friends.

And no matter what beliefs you have, wouldn’t you rather work with “friends” than with people you really don’t agree with?

So why not show your true colors? Yes, you have to draw your line in the sand and only talk about online what you truly want other people to know about. But if you create content, develop your marketing and your services around what you do and love, others will pick up on it. If you show your true personality in all that you do, your prospects and clients will love you all the more.

They want to work with a friend, not a business owner.

They want to feel like you truly get them, and aren’t just handing them something so you can make money.

Filed Under: Website Marketing Tagged With: , , , ,

Are You Afraid Of Your Competition?

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“I can’t put my best work on my website – I don’t want my competition finding out what I’m doing and copy me.”

“I don’t want to go into that niche of photography – there’s too much competition and I could never make any money at it.”

While it is fair to say that your competition can make things a bit more difficult for you, competition itself isn’t the real challenge. The challenge comes from trying to distinguish yourself from your competition, and offering something that no one else can. Competition in itself is a good thing. And if you learn how to view your competition in a slightly different way, you’ll see how you can use your competition to grow your business.

1. Lots of competition means there is more opportunity.

When you decide to open up your photography business, if you can look around your community and find other photographers to model, that’s a good thing. Don’t look for the photographers struggling to survive; instead look for good role models that are making a healthy living at it. If there are 25 wedding photographers in your community all making a full time living at it, that means there is enough business to go around.

2. More competition means more recognition.

Imagine if you came up with an entirely new concept – something no one had ever heard of before. It may seem like a great idea to move forward with it. But in reality, your potential customers will have to be educated on it before they know they need your products/services. If a customer already knows the idea exists, they simply have to go out and find the business that meets their desires and demands. If you have a slight twist to an old niche, you’ll stand out from the crowd. [Read more...]

Filed Under: Start A Photo Business Tagged With: , , , ,

Toot Your Own Horn: 7 Steps to Maximize Visibility After You’ve Been Published

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Guest Post by Lara White

When you see your work published, it feels incredible. It’s an amazing validation of the work you do and the impact you are having in your field. But what does it really do for your business? Do you start to fill all those empty Saturdays because you have a featured wedding in the latest wedding magazine? Sadly, no. While it is great to get published, if you want to see results, you need to take action. It’s not enough to simply have your name in tiny, tiny print next to a photo in a magazine. Most brides will not even see that. Brides are glancing through magazines for ideas mostly.

Once you’ve been published, that is only the beginning. You now have a tool that you can use to promote yourself and your business. No one else is going to do it for you.

Create a PDF

We purchased a scanner several years ago so we could scan magazine features and covers to make pdfs to share with brides and the vendor team responsible. You never know, the bride may email the pdf to all her friends and family that attended the wedding, or better yet, her unmarried friends. Hopefully vendors will do the same, or put the feature on their own websites and blogs.

Besides helping facilitate further spread of your news via the bride and the vendors, you also signal to the vendor team that not only do you get press coverage when you photograph and event, you also help them build up their press coverage by providing them with the tools they need to self-promote as well. I’ve seen other vendors proudly frame and display these editorial features like awards in their shops. [Read more...]

Filed Under: Wedding Photography Tagged With: , , , , , , ,

Want To Be A Better Photographer? Don’t Get Paid

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As a photographer, you want to create the best photographs possible, have your clients love them, pay you well, and refer you to enough people that you never have to “market” again.

That’s the epitome of a perfect business model. But as you are growing and building, something starts happening. You start questioning just about everything.

  • Am I good enough?
  • Will people like what I do?
  • Do I have something people are willing to pay for?
  • Should I really do this full time?
  • Can I become one of the best in my niche?
  • Will I succeed?

These are all great questions, and ones that are difficult to find the answers to.

But there is one way to gain immediate feedback.

Put yourself on display.

The Street Performer Mentality

Have you ever watched a street performer do what he does best? He knows how to work the crowd. He perfects his skills by practicing and doing it again and again. He tries it out in front of a crowd, and gains instant feedback. If a group doesn’t surround him and have interest in what he’s doing, he knows he needs to move into a new direction. [Read more...]

Filed Under: Get Inspired Photography Tagged With: , , , , , ,

5 Reasons Not To Quit Facebook

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A few months ago, I spoke with a friend who was fed up with Facebook. She spent way too much time on it, wasn’t quite sure how to bring her business into it, was tired of the constant “noise” in her newsfeed, and decided it was time to say goodbye. So with well over 500 friends in her list, she clicked the button and shut down her Facebook account.

A few weeks ago, I noticed she’s back on. With a few weeks away, she began wondering what everyone was doing, and started reading more information on building a business using Facebook Pages. So she headed back online and opened up her account. Now she’s at 200 friends, and is looking closely for guidance on how to use Facebook the right way this time.

She’s not alone. In fact I see people all the time that have a “Facebook breakdown” and make a quick decision to call it quits.

Would you do the same with your website?

Of course not. That’s your business.

Yet shutting down your Facebook account if you run a small business is pretty much doing just that.

Yes, Facebook is free. Yes, it has its own purposes. But it’s a tool you can use to attract and gain new clientele. If something like that has purpose, the last thing you should do is shut it down. Instead, take some time away  no one will realize you’re gone – and restrategize. Discover the true reason you want to use it, and start in again. You won’t have to rebuild your profiles and pages, add friends and followers, and you’ll have a much easier time of moving forward.

Facebook is the Social Reach of the World

Facebook has only been around a few years. The world survived before Facebook, and I’m pretty sure it would survive if Facebook suddenly went away. Yet Facebook has become the window of opportunity to learn all about your friends and family. If your niece posts new pictures of her baby, where else are you going to see them? If your son shares his college experiences, don’t you want to know what he’s doing? (Okay, maybe not) And what about the bookclub, yoga class and travel meetings? How will you ever know what’s going on without Facebook? Because people are on it all the time, it’s a great place to meet new people, network with new people, and find new clients. If you are in business, can you really ignore one of the most active places on Earth? [Read more...]

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3 Reasons Most Wedding Photographers Fail

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We’re one of the few photography companies that actually created a lucrative business out of catering to the wedding industry. In less than two years, we went from a general photography company to one that specialized in wedding photography, making well into the Six Figure level. Then we doubled our business. And again.

But it wasn’t always like that.

In the beginning, we did what every other wedding photographer does.

We decided to offer wedding related services. We created our first wedding brochure. And we charged and shot pretty much like every other wedding photographer out there.

Dig Deeper: Doubt To Confidence: What Was Your Magical Moment?

But very quickly something started to change.

We studied what the top names in the industry were doing. We learned from the best. And we quickly changed and grew. And we discovered 3 things that most wedding photographers did that were actually holding them back. [Read more...]

Filed Under: Wedding Photography Tagged With: , , , ,
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