In part two of this series, we’ll discuss tips six through ten. Here are steps you can take today to grow your photography business. If you missed part one, you can Read it by clicking here. Special thanks to Lancaster, PA-based headhot photographer Richard Waine for working with us to create this series.
6. Sanitize and prioritize your social media
In 2022 it should be obvious, but many of us are still neglecting or abusing our social media accounts, to the detriment of our businesses.
The first step we must take is to clean up our societies. If you have a public Facebook or Instagram profile, or if you post on blogs, forums, or online magazines like Fstoppers, it’s extremely important to remember that potential business connections can read what you write. and see the photos you posted. Most of us feel guilty about over-sharing on social media (myself included), but one of the best ways to grow your business (not to mention improving your quality of life) your overall) is to avoid negative and divisive posts and comments. Limiting political posts and conversations is also a great idea. Remember, half of the people who read a political post will most likely be offended by it, and so no matter what you say, you will most likely isolate a large portion of your audience. Social media cleanup also includes removing photos that don’t show you at your best and don’t reflect your brand properly.
Create engaging posts that aren’t just about you and what you have to offer. People rarely respond to flimsy promotional posts for a business, so instead, write posts that create value for readers. This could be providing tips, explaining how you can solve a problem for your customers, or even sharing a positive story with your followers. People want to interact with a human, so besides being positive, be genuine. People want to work with someone who cares about their needs and isn’t just trying to sell.
Interacting with other people’s posts can be more effective than creating your own. Another way to use social media wisely is to comment on posts. LinkedIn is a great platform for this method, as most content is business-oriented and avoids personal posting. By commenting on posts from others in your community, you can increase your visibility and also position yourself as an expert in your field.
Finally, you have to post often. Yes, it’s frustrating and time-consuming, but consistency is key to winning the social media game. This doesn’t mean you should just post anything and everything, but great content, shared consistently, will definitely boost your business.
7. Get Referrals and Testimonials
There’s nothing better than a client talking about you to their friend, who then calls you to schedule a shoot. This person was convinced and felt like they knew you based on what they had heard from their friend. These referrals are a monumental victory. Besides having customers write you a five-star review, ask them to tag you when they share photos and write about their experience. If your clients are happy with you and their photos, this is something they will be happy to do. Make sure you also feel free to ask them for a review multiple times, as people often forget. While I don’t recommend clients write anything, I often tell them that the best reviews speak of their experience and mention that I am a headshot photographer in Garden City, New York. This is because keywords are extremely important not only on your website, but even in reviews.
Another way to get referrals is to connect with local agencies. If you’re a photography photographer exactly like me, find your local acting schools and talent agencies and try to establish a relationship with them. This is easier said than done, but if you make a good connection, it can lead to a lot of steady work. I have several agents that continue to send me clients based on a great first experience someone had at my studio.
Finally, make sure you’re providing a five-star experience if you expect referrals and testimonials from your customers. I think some small business owners wish customers would go further for them just because they are a local business, but that is not the case. Take a close look at your process, from start to finish, and evaluate whether you’re providing your customers with an experience (and product) that makes it easy for them to refer you, even if they didn’t ask for it.
8. Your 30-second elevator pitch
A brief presentation is a 30-second explanation you can give about what you do, why you do it, and why you’re the best person for the job.
Having a subtle answer when people ask about your services is very important. Even if someone happens to ask, “So what do you do for a living”, you should have a better answer than “I am a photographer”. Give them a 30-second explanation to engage them and position you as an authority and problem solver in your field. As a headshot photographer, my presentation includes explaining that most people hate headshot photography, but I make the whole process fun and easy while giving My clients’ photos attract and empower, which is an asset to their brand. And I make it interesting. I’m paraphrasing, but you get it.
9. Create a consistent brand
Consistency and authenticity are important to any business size, and many small businesses give their branding a lot of thought. Make sure your brand and marketing are laser-focused, and don’t try to be everything to everyone. If a potential customer has trouble figuring out exactly what you do and how it will solve their problem, they’ll look for someone else. Don’t embarrass them by having overly complicated websites, lots of packages, or loads of services. As I said in part one of this series, don’t be a master at all, but a master in one particular area. If you try to be everything to everyone, you might end up being nobody!
10. Become self-motivated
One of the biggest challenges for entrepreneurs is staying motivated. If you don’t have any customers today, that doesn’t mean you should spend an hour scrolling on Instagram or watching videos on YouTube. There is always something to do when you own a business – and I mean always. Serious.
If I have a few hours to spare or a rare free day, I use that “free time” wisely. Whether it’s cleaning up my studio or hanging up on a new job, making phone calls, checking old emails and following up, posting relevant content on social media, writing an article or even reading a book or watching tutorials to improve my skills, I do my best to make good use of my time. Having said that, I’m not always successful, but when I remind myself that there’s always something to be done, it makes getting started a lot easier.
Well, I hope that part two of this four-part series has motivated you and given you some great tips for growing your photography business! Stay tuned for part three. For more helpful tips on the do’s and don’ts of the photography business, check out Ivor Rackham’s excellent article about his experience with a local company.
