OCT 2013

BUILDING THE RIGHT AUDIENCE ONLINE

PHOTOPLUS 2013 !

BUSINESS AS USUAL LEADS TO RESULTS AS USUAL

WHO IS THE AUDIENCE YOU HAVE? WHO IS THE AUDIENCE YOU WANT?

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Who is the audience you want?

Clients Audience

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Who are the clients you want?

Dierent constituencies act dierently
Art buyers, art directors Photo Editors Agents Brides Other photographers Educator Assisting Digital Tech

Art collectors
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ENGAGE YOUR AUDIENCE

Engagement Spectrum
Advocate Client Customer Prospect Unmoved Untouched

New Engagement Spectrum

Client Customer Advocate Prospect Unmoved Untouched

YOUR CONTENT CAN CREATE AN AUDIENCE OF HIGHLY ENGAGED ADVOCATES

How do you engage?

Find your niche, be an expert Be authentic Use the right tools Stick your neck out & experiment

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WHAT DO PHOTO BUYERS WANT?

WHAT BUYERS WANT FROM PHOTOGRAPHERS 2013

What Buyers Want from Photographers bit.ly/buyertips2013

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Quotable
Ive been taking note of when a photographers personal project creates a new style or new trend in the industry. Great examples of this are from photographers like Ryan McGinley, Winkler Noah, and Chris Jordan. Art Producer, Ad Agency I like the reportage approach to photography were seeing, even in advertising. Art Buyer, Ad Agency I like the influx of young photographers whose images have a gritty, raw, and unpolished look. Its a direct contrast to the highly polished, perfectly lit, composited trend of the last few years. Creative Director, Ad Agency

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Where do you find photographers?

Major search engine Photo reps/agencies Portfolio sites Asking a colleague Direct Photographer Website
Source: 2013 What Buyers Want from Photographers

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GO WHERE THE PEOPLE ARE HANGING OUT

BUILD A BIGGER FUNNEL

Think about the marketing funnel

Walk into the Gap Browse the shelves Visit your website Try something on photos Browse through Go to the cash register Add image to cart Purchase Purchase image Repeat customer Tweet sale Right a Yelp review

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Your marketing plan should

Widen your funnel (facebook friends, email list, instagram followers, business cards) Improve your conversion (open rates, click thru rates, bounce rates) Never forget what your ultimate conversion is (revenue, likes, etc)

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SMELL TEST

Bad Signals

Youre going to waste my time You have a poor attention to detail You may not be cut out for my assignment Working together wont be pleasant

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Good Signals

Youre a specialist You have a personality and POV Youre easy to work with Youre a professional

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KNOW YOUR WORTH

SS HH EE LT ER | F TE O FR UC S IH ON | G JA 20 1P 3 T I M I Z AT I O N F O R P H O T O G R A P H E R S PH HO OT TO O LT ER |O S A EN INE O

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Build value in the service you provide

SS HH EE LT ER | F TE O FR UC S IH ON | G JA 20 1P 3 T I M I Z AT I O N F O R P H O T O G R A P H E R S PH HO OT TO O LT ER |O S A EN INE O

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NPPAs Cost of Doing Business Calculator bit.ly/costbiz

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We don't wake up for less than $10,000 a day. Linda Evangelista

SEARCH ENGINE OPTIMIZATION

SEO for Photographers bit.ly/SEOforphotogs

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Search Engine Optimization

Top three results garner ~60% of clicks CTR on page 1 ~8.9% CTR on page 2 ~1.5% People arent going to page 2

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What influences SEO

On-page factors Domain strength Inbound links Social signals

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SEO Cookbook

Create a hit-list of keywords Search for each keyword to find your online competition Use MajesticSEO.com to gauge competitiveness Start building your SEO

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Keyword hit-list

jackson hole photographer jackson hole nature photographer oxbow bend photography jackson hole panoramic photos best jackson hole photographer

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Search the terms

Body Level One Body Level Two Body Level Three Body Level Four Body Level Five

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Gauge competitiveness

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Heres the thing

SEO isnt perfect, but theres a lot of smart people working on search Build the largest online footprint possible This is another reason to participate in social media

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Your website is a marketing tool

Not an online portfolio Does it meet the needs of: The audience you have The audience you want

Getting people to your website is hard work. Features to consider: Convert them while you have them captive!
Searchable E-commerce Portfolio Private galleries High resolution file transfer Mobile & SEO friendly (i.e. no Flash) Social Media tools

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SOCIAL MEDIA

The Photographers Social Media Handbook bit.ly/PSsocialhandbk

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Social Media attracts different constituencies

Where is the audience you want hanging out? Learn the best practices of a given platform

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Facebook

Photos/video do better than text or embedded articles Increased frequency generally does better Ask questions to yield interaction Balance self-promotion with information

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Body Level One Body Level Two Body Level Three Body Level Four Body Level Five

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Thomas Mangelsen Before

Posted a single gallery once a week Watermarked images Had some customer interaction via Name the Image contest Suggested a number of changes to optimize FB presence

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Thomas Mangelsen After

Switched to daily posting of a single image Included URL in watermark Noted that every image on the Facebook page was available for sale Immediately increased the number of likes and shares Your results may vary

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Thomas Mangelsen

...the great gray owl has gotten the most likes ever of any image we have ever posted, over 3,000 this morning, reaching over 50,000 people.
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Build some hypotheses

Theme of the week Behind-the-scenes articles User engagement Show us your print Whats the most scenic place youve been?

But, is Facebook the audience you want?

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CREATE A MASSIVE ONLINE FOOTPRINT

Build your footprint

Dont be a needle in the haystack. Be the haystack.

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MARKETING IS MULTI-CHANNEL AND MULTI-TOUCH

Creating the $5,000 direct mail piece is akin to running print ads. Dont do it. Creating the $5,000 direct mail piece is akin to exhibiting at tradeshows. Dont do it. Try a Blurb book, experiment on Facebook, open an Instagram Use tried and true techniques like a coupon

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Give Great Customer Service

The Customer Experience Impact 2010 report reveals that 82% of consumers in the U.S. said theyve stopped doing business with a company due to a poor customer service experience. Of these, 73% cited rude sta as the primary pain point, and 55% said a companys failure to resolve their problems in a timely manner drove them away. A customer with a negative experience is 10x more likely to publicly express dismay than one with a positive experience.

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MEASURE

Google Analytics for Photographers bit.ly/OISli6

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WHATS ON YOUR STOP DOING LIST?

If youre here, theres room for improvement

What activities are you going to stop wasting your time on? Social media, direct marketing, etc

How can you optimize your time? How can you separate good clients from bad clients?

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EXAMPLES

Emiliano Granado EmilianoGranado.com

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David Rawclie propaganda-photo.com

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Trey Ratcli StuckinCustoms.com

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Stephen Voss stephenvoss.com

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Paul Octavious PaulOctavious.com

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David Alan Harvey instagram.com/davidalanharvey

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Emily Nathan Tiny Atlas Quarterly

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Roger Cicala LensRentals.com

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Taylor Jones TexasGrip.com

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Connect with PhotoShelter

blog.photoshelter.com facebook.com/photoshelter @photoshelter vimeo.com/photoshelter

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