The document provides advice to photographers on how to increase business for their photography work. It recommends photographers evaluate their market opportunity and ensure their business is aligned with where growth exists. Photographers are advised to create a budget and marketing plan that includes tracking costs and projected returns. Marketing activities like the photographer's website, social media presence, and word-of-mouth are identified as important ways to drive more sales. The document concludes by providing tips and next steps photographers can take to put more business in their photo business.
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Put More Business in Your Photo Business
1. JUNE 2011
PUT MORE BUSINESS IN
YOUR PHOTO BUSINESS
Lessons from an internet entrepreneur
2. Who are you?
My stock business is declining, what should I do?
Id like to start making money from photography
Im shooting editorial, and Id like to do more commercial
work
I lost my sta鍖 job, and need to go freelance
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3. Think about market opportunity
Instead of freaking out, think about where
growth opportunity exists
You might be in the wrong geography
You might photograph the wrong stu鍖
Shift your business to seize opportunity
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4. The winds of change
Change is scary
e industry wont cease to exist
We dont know where well end up
Buckle down and focus
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5. Lesson 1: Your business is not scaleable
Internet companies can scale
Your business cannot
So your time is very valuable
Strive for a better ROI over time
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6. Lesson 1b: You need a budget
How much money do you want to make?
Whats your cost of doing business?
Plan on growing your business because if you dont, the
competition will eat your lunch
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7. Greg Smith on the CODB
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8. Lesson 2: Marketing drives sales
If only I had ________,
Id be more successful.
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9. Create a marketing plan
List your marketing activities
Approximate cost for each initiative (time & money)
Best guess for return on investment
For example:
Direct mail, $3000 cost; 100 hours, $10k new business
iPad portfolio, $1250 cost; 50 hours, $5k new business
Quarterly coupons, $0; 4 hours, $4k new business
Facebook, $0; 5 hours per week, $500 new business
Twitter, $0; 5 hours per week, $300 new business
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10. Lesson 2: Marketing drives sales
Determine your costs to objectively determine
whether your marketing initiatives are worth it.
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11. Lesson 3: Stop re-inventing the wheel
Use tried and true marketing techniques
to achieve success
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12. Lesson 3a: Your website is a marketing tool
Not an online portfolio
Does it meet the needs of:
e audience you have
e audience you want
Features to consider:
Searchable
E-commerce
Portfolio
Private galleries
High resolution le transfer
Mobile & SEO friendly (i.e. no Flash)
Social Media tools
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13. Lesson 3b: Your website is a marketing tool
Getting people to your website is hard work.
Convert them while you have them captive!
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14. P H O T O S H E LT E R | P U T M O R E B U S I N E S S I N Y O U R P H O T O B U S I N E S S 14
15. Text
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16. Connect
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17. Everyone loves a coupon
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18. Lesson 3b: Test your pricing
Pricing is arbitrary and elastic.
Take advantage of that fact.
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19. Lesson 5: Word of mouth is potent
Engage your audience
where they congregate.
Make an e鍖ort
to understand their needs.
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20. P H O T O S H E LT E R | P U T M O R E B U S I N E S S I N Y O U R P H O T O B U S I N E S S 20
21. CPOY 2007: Travis Dove
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22. CPOY 2008: Tim Hussin
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23. To do list
Are you in the right place doing the right type of
photography?
Create a nancial forecast
Create a marketing plan to support growth within your
forecast
Make sure your website is built for your audience, not you
Use known techniques for driving growth
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24. Social experiment
Create a blog entry, tweet or wall post
megmckinneyphotos.com
Birmingham editorial photographer
chenxphoto.com
Maryland editorial photographer
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25. Get more info
photoshelter.com/mkt/research
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26. Connect with PhotoShelter
blog.photoshelter.com
facebook.com/photoshelter
@photoshelter
vimeo.com/photoshelter
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27. NPPA Discount on PhotoShelter
photoshelter.com/signup
Enter coupon code: NPPABIZ611
Discounts o鍖 Standard & Pro Annual
Plans. Save up to $70/year o鍖 our
regular Monthly Pro Account.
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