Another fantastic 2 part series by guest blogger © Anne Herbert for the PhotoBizCoach
With the recent roll out of Facebook’s “Promoted Posts”, many photographers are worried that all of their hard work and effort to build their Facebook fan base with engaging posts and content was a waste of time. Facebook claims that non promoted posts will still be seen by the same percentage of fans as before, but many vendors and photographers alike have seen their reach statistics sharply decline since the roll out.
Facebook has been free all this time, and I do think we should be thankful for all it has given us so far. Without Facebook I never would have been able to relocate and stay in business so smoothly. But with the recent IPO, which incidentally happened the same week promoted posts began rolling out, I believe we could see more changes designed to make share holders happy instead of the Facebook end user or page owner. A photography business owner can no longer safely rely solely on Facebook for marketing efforts. Don’t abandon ship yet, but get your life jacket ready. Better yet, ready your rowboat.
In the world of low budget marketing, there are at least four basic supplies for survival. The first is our bread and butter: Word of Mouth. We all already know how important word of mouth is to our type of (photography) business, but if you’ve been underestimating it’s efficiency then it is time to take another look at this free marketing technique. Start tracking how people found you.
You can add a field on your contact form, ask in the first interaction, or include a space for it on your client contract. Keep track of where your clients and potential clients are coming from and how they heard about you. This information will help you make more precise decisions about where to invest your marketing energy. For instance, if you are a newborn photographer and most of your clients are picking up your card at the local OBGYN’s office then get in there and thank them for letting you put the cards out. Let them know many of your clients come from them, and offer to lend or lease a canvas for their wall for the next year.
The second marketing supply is Referral Rewards. Everyone has differing opinions on rewarding current clients for bringing you new business, as they should. This technique isn’t right for everyone, but if you are a fairly new business, digging into a new market or territory, or finding it hard to stay afloat financially, this is a technique you should consider. It will help your happy clients talk about you to others because there is something in it for them. However you structure your reward is up to you, just make sure that it is cost effective and that your program has an expiration date. You can extend this if needed.
Click Here for part two to learn more critical marketing survival techniques for surviving Facebook changes and making your photography business work…
Anne Herbert is a newborn and family photographer located in Harford County, Maryland. She also is a wife and stay at home mother to two little girls. Her passion for photography lives among the brand newness of those first few days of life, holding on to those fleeting moments of childhood, and the magic of family. You can see more of her work at www.anneherbertphotography.com