The 10 best photography marketing ideas
My 10 best photography marketing ideas that have helped triple my average order value despite the terrible economic times.
This is a quick rundown of the 10 best photography marketing ideas. Many of these ideas can be implemented instantly and the rest are all so powerful that they’re well worth the time and effort you need to invest in them. Click on the headlines for each marketing idea and it will take you through to more detailed information on the subject.
This idea is to set up 12 (or more) free photography exhibits in your town in locations that share your customer type. This technique led one photographer friend of mine to book an extra client a week (he had more calls than that – but booked an average of one per week). If you follow the rest of these ideas then your average will be in the high hundreds or even thousands. So, isn’t it worth a bit of effort to get yourself an extra 52 x £750 (if that becomes your average order)?
I’ve been building my portfolio of exhibits around Peterborough and currently have two florists (one in a major shopping centre) and a restaurant. I’ve also had commitments from a community centre, a hairdresser and another restaurant.
2. Meet your clients before they book you
This is really powerful. Most photographers do this for weddings, but very few do it for portrait photography. Start using this extra step and you’ll be amazed at the results. Your booking percentages will go up and your average order will rise too. This is because your clients will appreciate the value of your photography when they meet you in person. It’s also easier to build rapport in person too and therefore easier to get the booking. You photography improves too because you’re finding out what you client wants so you can plan the session accordingly. All this improves your average order value.
This is one of the biggest mistakes you can make. The instant I started presenting my portrait photography in person (using a projector) I tripled my average order value on the very next order. Before I knew any better I used to get an average order value of £150 – £200. My first order after using an in-person projection session was £590. The next one after that was £930…
One of the biggest problems we have as photographers is to get our prospects away from just thinking about price and start thinking about the importance and value of the photography. Asking questions that get your clients thinking emotionally is an important element of this process.
5. Take your prices off your website
Your website will never do as good a selling job as you can do in person. The people who are only interested in price aren’t the clients you want anyway, so don’t worry about losing out on them. The people who love your photos and (perhaps more importantly) love the copy you’ve written about your service will call for more information. This then allows you to take the client through your system and ultimately charge higher prices.
How do you find more photography clients? Work with the suppliers who are already working with the people you want to work with. Bridal stores, florists, hairdressers and clothing stores are all great places to team up with.
7. Only show decent sized photos
‘You sell what you show’ is a famous sales adage. If you only show your clients photos that are over 30×20 and beautifully framed it not only impresses the hell out of them, it also makes it more difficult for them to say “nah, I just want a few 7x5’s!”
Whenever people have to make a big investment they get fearful they’ll make the wrong decision. Take away that fear by offering a guarantee that they don’t pay a penny unless they’re happy. Don’t just say ‘Money-back guarantee’ – really hammer home the benefit of what this means.
All these techniques enable you to put your prices up with confidence. By using these sales and marketing ideas you’ll be getting more calls than ever and more clients who are willing to invest a reasonable amount of money in your photography.
The beauty of these 10 photography marketing ideas and all the others that I use in my business is that they are all pieced together in a system. I know exactly what to do and when, every step of the way. You feel so much more in control of your business. You have a plan. You’re not waiting and hoping for clients to call. You’re not keeping your fingers crossed that the next sale will be a half decent one. If you use a proven system then it will take care of you. On average you’ll be getting more clients and higher orders than you ever thought possible.
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