So, yeah, the conclusion to this three part series comes late. Way late. Three months late. I got side tracked with mountains and photo fun. Sorry.
In Part 2 of the series I discussed developing a portfolio, defining your vision, and presenting yourself online. So great…I now had a portfolio. I knew what it is I wanted to shoot and how to create a presence online. But what next? I don’t care how good your images are, simply having a website does not create work and get the phones ringing. This brings me to possibly the most important part of running a successful photography business: Marketing and Promotion. At the end of the post will be a fancy list of links to my favorite marketing resources.
To begin, my main philosophy on marketing is that NO ONE METHOD will get you work. To me, successful marketing comes from putting your name out there as much as possible. Successful marketing is simply being that photographer an editor, art buyer, or creative directer thinks of first when they need a project shot. Come to mind first, and you will likely get a call. This post is not about how to land one-on-one meetings, participate in conferences, or how to gain attention through social media.
That being said, I know many successful photographers who say they have never marketed before. “It’s all word of mouth,” they insist. I have to argue they have likely done more marketing than they know. Simply making friends and having a strong presence in the social media world are all great examples of Marketing and are easy ways to drive people to your site.
After wrapping with Jasmine Defoore, we established a year long marketing plan. I try to reach as many people as possible, so my marketing is fairly far reaching. I send out an emailer newsletter every 2-3 months. Some send emails every month…I think that is too many and can overstep the line. My newsletter contains news about recent assignments, upcoming projects, and general news about my life (I try to include something personal to let people know I have a life as well!) Since emails are cheap, I send 4,000-5,000 emails each time to a large group of selected recipients. One thing to always include on an emailer are many links driving back to your site, blog, or other gallery. A Call to Action is a must. Click here to sign up for my Newsletter.
I also send post cards 3-4 times a year. These are generally small (I especially like 6X8 cards as 5X7 seems to get caught in the mix.) These cards have one photo on front, one on back, and help drive people to my site.
Once a year, I create an extra special mailer package which I send out to a very select group of my “Favorites”. These are people who I most want to work for and whose opinions I value most. Two weeks ago I sent out 15 packages. I made specialized boxes with foam inside containing items from my recent photo project in Naples, Italy. The box included a 35 page Blurb book, a DVD of the documentary, a biscotti, and a hand written note. I’m quite pleased with the box and the response I got from editors. Many very much liked the package.
I often hear that mailers are no longer needed in the digital age. As with my Portfolio Book, I believe mailers are more and more useful as emails become the standard.
In addition to these marketing methods, I make a trip to New York City for personal meetings twice a year and I keep up with my facebook, Twitter and LinkedIn as much as possible. Oh…and I also try to actually take photographs on occasion. As I said, I don’t think any one of these methods will get work. But over time, a combination of everything in a comprehensive marketing campaign will result in more work from better clients.
Oh, yeah! If you have other marketing techniques I didn’t mention? I’d love to hear about them.
My Promo Box:
My Blurb Book:
My last emailer sent out in September:
Marketing and Promotion Resources:
Agency Access: Great service for contacts, emailing (with great statistics), and all around email helpers. Their blog is also a great marketing resource.
Blurb: Make your own badass book…and then send it to editors!
Seth Godin: All around marketing wiz.
No Plastic Sleeves: Check out some awesome promos on their blog.
Jasmine Defoore: Consultant and marketing extraordinaire.
Paper Chase: Where I get my mailers made. Great selection of mailing materials.
Moab Paper: I print my images using Moab paper. Great stuff.
APhotoEditor: Great advice for marketing and photography.
Photoshelter Blog: Photoshelter is my photo archive. Their blog has great information on SEO and marketing.
