Do More With Your Photography: Best Practices On Promoting Yourself and Your Work As photographers you're experts in understanding exposure values, but what about the importance of maximizing your own exposure? Join photographer Robyn Pollman and MOO.COM for an in depth discussion on effective ways to create brand awareness for your work, your images and your business. View the full presentation at http://bluesky.mediasite.com/mediasite/SilverlightPlayer/Default.aspx?peid=bb29d8656bd842df8da4972978b91384

1. How to market yourself
as a professional wedding & portrait photographer
Session sponsored by

2. The Marketing
Strategy Tripod
YOUR PORTFOLIO
YOUR CLIENTS YOUR NETWORK

3. SHOW OFF!
(That’s a suggestion, not a criticism)
YOUR PORTFOLIO
YOUR CLIENTS YOUR NETWORK

4. Create an online presence to host your portfolio
http://www.ericryananderson.com/

5. Considerations
• Site should be updatable - in keeping with your tech skills
• Research low cost/free options
• Choose a selection of your best work. Not 1 image. Not 1000.
Create an online presence to host your portfolio
http://www.ericryananderson.com/

6. Ensure your site is found. Make it “Google friendly”

7. Considerations
• URL should be easy to find; include relevant keywords
‘photography’, ‘weddings’, ‘portrait’
• Regularly update your content; Search Engines will
‘crawl’ it more regularly
• Encourage other sites to link back to yours. Builds ‘LinkJuice’
• Experiment with Google AdWords. Find free vouchers!
• Purchase “local” keywords to reduce price p/click e.g. ‘Boston’
Ensure your site is found. Make it “Google friendly”

8. Keep your portfolio in your pocket at all times

9. Considerations
• Use a variety of images, or different packs for different occasions
• Include all contact details; website, e-mail, phone etc
• Keep your cards updated with new, fresh images
• Let people pick and choose; use your cards as a portable portfolio
Portfolio Business Cards available at moo.com
$21.99 for 50 cards
$69.99 for 200 cards

10. Create portfolio books to handover to special contacts

11. Considerations
• No need to buy in bulk; tailor your books to different occassions
• Don’t be afraid to give books away - will make a great impression
• Do a hard edit of images before creating the book
• Add your url and details to the book, or slip in a few business cards
Create portfolio books to handover to special contacts

12. NETWORK
Networking needn’t feel like work
YOUR PORTFOLIO
YOUR CLIENTS YOUR NETWORK

13. Add your site to as many directories as possible

14. Considerations
• Many are free or inexpensive
• Be in the know; other photographers are already doing this
• Directories are a good way to be seen by potential customers
looking for your services
Add your site to as many directories as possible

15. Social networks are the new referral system
http://www.robertdannphotography.co.uk/

16. Considerations
• Keep content on your social network sites up to date
• Tap into active communities to expand your network
• Be proactive; start discussions, ask questions...
• Use these sites as a test ground for new work
Social networks are the new referral system
http://www.robertdannphotography.co.uk/

17. Share your knowledge and expose your expertise
http://www.buttonsandbowsphotography.com/blog

18. Considerations
• If you’ve done something you’re proud of, share it
• Keep an eye on other popular blogs to pick up tips and ideas
• Starting a blog can help drive traffic to your site
• Don’t spam - stay honest and genuine
Share your knowledge and expose your expertise
http://www.buttonsandbowsphotography.com/blog

19. Invite happy clients to review you online and on your site

20. Considerations
• Outstanding reviews from happy clients instill confidence
• Lots of reviews shows that you’re busy, which is a good thing
• Reviews allow you to *boast* without blowing your own trumpet
Invite happy clients to review you online and on your site

21. Events help you stay informed and well connected

22. Considerations
• Use events as an opportunity to meet new clients and other
fellow photograhpers
• Stock up on Business Cards before events
• Events can provide great content for blogs, twitter, facebook etc
• Stay informed; companies showcase new products at events
Events help you stay informed and well connected

23. Expand reach with complementary services relationships

24. Considerations
• Non competitor companies might be happy to promote you
• People organizing events will love a ‘1 stop shop’ approach
• This is an easy way to expand your reach
• You can provide a service to others to generate goodwill
Expand reach with complementary services relationships

25. Build a circle of photographer friends

26. Considerations
• Avoid disappointing clients; have a back-up
• Everyone needs advice/second opinions
• Split costs/workload when hosting events, marketing services
Build a circle of photographer friends

27. HAPPY CLIENTS (come from small packages)
Delighted customers can be your best advocates
YOUR PORTFOLIO
YOUR CLIENTS YOUR NETWORK

28. After projects, send Thank You cards
with the finished work

29. Considerations
• Using images from your client’s project will make a big impact
• Consider selling whole packs of cards (or stickers!) or give as gifts
After projects, send Thank You cards
with the finished work

30. raynaoc
sarahjthoma
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AmyNeubauer
Develop and implement customer loyalty
or referral programs

31. Considerations
• Getting creative with gift bags and ribbons creates a
professional touch, and makes a piece of self-promotion feel
like a special gift
• Create a referral program that rewards both new and
existing customers
raynaoc
• Give your clients something relevant and useful (such as
Postcards with the client images) and offer a discount to
new customers
sarahjthoma
s
AmyNeubauer
Develop and implement customer loyalty
or referral programs

32. Keep in touch with past clients
www.buttonsandbowsphotography.com

33. Considerations
• Stay in touch with clients at key times in the year
• Sending a Holiday Card or Birthday card (using their photos!) is a
nice added touch
• Showcase a new exhibition or service
• Send a few cards for distribution amongst your client’s network
• Be sure all communications are appropriately branded; Use
Stickers to customize and brand stationery or envelopes
Keep in touch with past clients
www.buttonsandbowsphotography.com

34. Occasion Photography
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Janet {Hygg
Create memorable, keepsake client gifts or extras

35. Considerations
• Delight your clients by giving them surprise gifts using their images
• Help
Occasion Photography
them create their own gifts for clients or friends and family
• Consider selling special photo gifts for a premium service
• Inexpensive, small items can still be remarkable
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Janet {Hygg
Create memorable, keepsake client gifts or extras

36. Occasion Photography
Occasion Photography
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Occ asion Photograp
Make your self-promotion items blend into an event

37. Considerations
• Clients are more likely to promote you if your cards fit with their
event
• Choose images of the client or ones suitable to the occasion
• Use images of the client to encourage guests to pick up your card
Occasion Photography
• Leave ‘event cards’ inviting guests to view the images online at
every place setting; be sure to include your details on every card
Occasion Photography
hy
Occ asion Photograp
Make your self-promotion items blend into an event

38. THE RIPPLE EFFECT
THEIR NETWORK
CLIENTS
YOUR NETWORK
YOU
(and your work)

39. Thank You for attending
Special MOO Offer
Get 20% off your entire MOO order
code: PDNVTS10
expires: 18th June 2010

40. A little more about MOO’s Products...

41. Business Cards From $21.99
Available from US + EU store
50 or 200 variable, full-color, double sided
business cards with free holder

42. MiniCards From $19.99
Available from US + EU store
100 or 400 variable, full-color, double sided
personal mini business cards

43. Postcards From $19.99
Available from US + EU store
20 or 60 variable, full color, double sided postcards

44. Greeting Cards $39.99
Available from US + EU store
25 variable, full color Greeting Cards

45. StickerBooks $9.99
Available from EU store only
90 variable, full colour vinyl stickers, bound in a
pocket-sized book with removable sheets

46. Appendix

47. Portfolio websites
• Example online portfolios
http://vandelaydesign.com/blog/galleries/best-photographer-websites/
• Build your own online portfolio site sites
http://www.moonfruit.com/
http://www.yola.com/
http://www.foliolink.com/
http://www.isdntek.com/clicpic.htm
http://www.wix.com
http://www.lafraise.com
www.livebooks.com
• Tips on building an online portfolio
http://www.dphotojournal.com/how-to-build-your-photography-portfolio/

48. Getting people to your site
• SEO tips
http://www.seomoz.org/
http://training.seobook.com/
• PPC (Google AdWords) tips
http://www.quirk.biz/emarketingtextbook/
http://sem.smallbusiness.yahoo.com/searchenginemarketing/
https://adcenter.microsoft.com/
• Online Directories
http://www.dmoz.org/
http://www.google.com/local/
http://dir.yahoo.com/
http://www.business.com/ (not free)

49. Other ways to make money
• MOO; http://www.moo.com/
Personalized stationery
• Blurb; http://www.blurb.com/
Photobooks
• SmugMug; http://www.smugmug.com/
Prints + Gifts
• Imagekind; http://www.imagekind.com/
Community for buying + selling art
• iStockphoto; http://www.istockphoto.com/index.php
Stock photography
• Alamy; http://www.alamy.com/
Stock photography