Commercial Photographer: Your Guide to Marketing, Creativity and Growth

This episode is sponsored by Website for photographers. Website 4 photographers help photographers get more leads from their websites. You can get in touch here ⁠info@website4photographers.co.uk⁠ ⁠01482 765871⁠ This week Sam and Marcus discuss the “Call to Action". A key concept in marketing in general that is used a lot in websites. What is a “call to action”? In marketing it is the action you want someone to take. In the case of a website it is what you want the visitor to do before they leave the website. When creating a call to action there are a few things to think about.Tempting, a call to action needs to tempt your audience to follow it.Relevant to your target audience, make it specific for your audience. Time limited (optional), for example have an offer that finishes on a certain date.Clear, make your call to action short and very clear.   It can be hard to get a key message into a very short call to action. But remember there can be text above the call to action giving a little explanation and context. But we understand that keeping those can to actions brief can be hard. What are call to actions for?1. The end point of the website. Often for a photographer this could be “call now” or “email now”. 2. Then call to actions to direct visitors around the website. Getting visitors to the pages or sections of the site relevant to them. RepetitionRepetition is vital for call to actions. Your site should have a small number of call to actions, but they should be repeated throughout the site. You should also have a limited number of call to actions. Probably 2 or 3 for a small site. But these call to actions should be repeated throughout the site. Placing call to actionsIt’s important to have a clear call to action “above the fold” – on the part of the website people can see before they see. Ideas for end point call to actionsUsing calendly (or similar apps) can work well so visitors can book a call with you. If you are asking people to book a call then tempting them with an outcome can  work well. For example book a call to get "5 styling tips for your brand", if you are a brand photographer. Equally with offering “send an email” explaining what they will gain by dropping you an email is always good. The free give away is very popular as a call to action and can work well. You give a free give-away, often a pdf, and visitors give you their email address in return. Do all websites need call to actions?No. For some websites the sales process is elsewhere, not on the website. The website is simply there to say the right thing when the business is checked out by someone who is a potential customer. But for that potential customer the sales process is elsewhere. But for most of us, call to actions are essential.

This week Marcus and Sam discuss the use of black and white photography. Marcus did a poll on LinkedIn and found that (from the sample of people who responded) people preferred colour for a head shot, but like black and white photography in their homes. William Eggleston a famous photographer did an exhibition in the Museum of modern art, New York in the mid 1970s and he used colour. At the time the critics said his use of colour was “vulgar”. Marcus thinks that using actual film, black and white film, and developing it yourself will expand your understanding of black and white photography. Now the software we use for photography still uses many of the terms that come from those original dark room techniques. And they will make more sense once you have experienced developing actual film. There are photography clubs all over the country that have dark rooms you will be able to use.   Marcus also think photography books are also a great way to learn about black and white photography. Also go and look at photographic exhibitions and how those photographers use black and white photography.   Sam and Marcus then talk about the use of black and white commercially. Black and white is great for headshots. Also, for some businesses black and white can really match their brand. Some brands need some bright colours, but for others black and white can work really well for their brand. Barbara Kruger is a famous photographer who used red text against black and white photography which was a great look and could work really well for a brand. At weddings black and white can be used. It’s used often when the weather is bad as it helps deal with poor light. But black and white can also be used for effect on any wedding. But as the shots will be digital these can be made black and white after the event. Don’t forget to sign up to the podcast newsletter to get the lastest episodes direct to your inbox, get bonus extra content past episodes to try and more.

Website planning This week Sam and Marcus discuss website planning. An effective website needs planning carefully and Sam shares his knowledge and experience in this area.Goals and Call to actionsIt’s vital that a website has a goal. What is it that you want the visitors to your website to do? Do you want them to call you, buy a product or something different. Once you’ve decided this is essential to get this “Call to action” across in a tempting way. That call to action also needs to be repeated again and again across your website. Landing pagesSam and Marcus chat about the difference between a landing page and a website. A landing page is usually a focussing single page focussed on getting visitors to click on a focussed call to action. But both regular websites and landing page need tempting relevant call to actions.Website structureWhat is the classic way to organise a website is into service offerings. For example for a photographer a wedding page and a pet portraits page. But, Sam suggests organising the website by type of customer is also a good way to organise it. Although for photographers the service type and customer type can be the same. It’s then important to think about the customers journey through the website. It’s good to use the home page to give people little pieces of information and send them to the relevant pages for them.  Keep the menu simple. Ideally five or six items across maximum. When you have blogs be careful about where you send visitors at the end of the blog. Some websites set up a loop where the main pages send visitors to the blog and the blog sends visitors to the main pages. This sends visitors in a loop. You need to ensure that either your main pages or your blogs have a final call to action and not direct visitors elsewhere.Calendar bookingThis can be a great place to direct people to from your website. It’s a way they can book a call easily. If your call to action says “book a call” then directing visitors to a form like this is perfect rather than a generic contact form.  Key messagesMany people writing their own websites write way too much detail. Visitors need to know about the outcomes of your services. They don’t need endless detail about every part of your business. They need to know what it will feel like having worke3d with you and what they will have having worked with you. “You will have an amazing set of photos your business can use for social media for the next year” gives a good clear outcome. The number of images, format, image size and things like that aren’t really needed. ImagesSome websites reply just on images and nothing else. As we discussed this can work for photographers working with agents where the website is just for agents this can work. But this is very few photographers. For most the text is as vital, or more so than the photographs.

This week Marcus and Sam talk about making that big jump to going pro. What are the key things to think about?

We talk to Nick about how he got into men's styling and how photographers can use a stylist on their shoots.

Sam and Marcus are in the same room together and took this rare opportunity to quiz each other about their past! This episode is a little like being present as they chat about their past in the pub, pint in hand.   Sam started design websites n the 90’s working with HTML and hand coding in Notepad. And even though he had various jobs he was always designing websites in the background. As a keen white water kayaker he did a lot of traveling, visiting exotic places for his sport.   Designing websites with photographs had its problems early on as it meant relying on scanning negatives and transparencies. Then compressing files significantly so they could load quickly.   His dad was a wedding photographer and Sam built up a lot of knowledge assisting him on weddings. A valuable experience that helped him direct his focus on designing websites for photographers as well as an understanding what makes a great image.   Marcus found photography in his mid 30’s after a successful career as a session bass player. Prompted because he was looking for a new creative outlet and after purchasing a decent camera was drawn into the way he could “contain” the world through a viewfinder.   Quickly immersing himself into studying the subject at college and university he moved from his home in London to Brighton to partake in a BA in Editorial Photography. Then onto a role assisting a top advertising photographer for a few years helping out creating the image with flash lighting.   After branching out on his own shooting fashion he eventually starting working for the Hair and Beauty industry in his own studio in London as well as LA, NY and Paris. He also ran workshops for hairdressers on how to photograph their own work for magazines.   After 10 years Marcus was offered a post as a Senior Lecturer in Fashion and Advertising Photography at the University of South Wales moved to Bristol and after another eight years set up his current practice as a Brand Photographer.

Straight talking and bags of experience makes this episode from Donna unmissable. She leaves nothing to chance with her work and marketing with detailed research, preparation and planned execution. Donna adds pounds to the people she photographs - pounds as in money that is! Her niche is in branding photography and her practice is based in Edinburgh.   In this show we discuss the ins and outs of branding photography and in particular how she gets her clients to interact with their own customers. And no surprise this starts with research and planning. This leads to creating image that resonate with not only the end user but the people ie customers, who are viewing the product and services.   As Sam points out it is about creating an emotional connection and Donna certainly builds this into her shoots. Initially having planning meetings with the clients and filling in a workbook to identify - the ideal client, their values, USP etc.   Its all about adding value to the process. It’s not unusual for the branding photographer to turn into a business coach at this stage in the game. The end result is a library of digital assets that will be completely in line with the client’s business that are totally on-brand. Donna goes on further to offer a Pinterest board to the client to make sure they images completely meet their expectations, something that can easily be lost in translation!   The actual shoot is normally a few weeks after this process allowing time for purchase props or clothing. Donna tends to work on her own without hair and stylists - preferring a more natural look.   Marcus probes further and asks Donna where she finds her clients. And she goes on to talk about how the Covid lockdown had some positive aspects for her business. It gave her time to really nail her website’s SEO and rise up the Google rankings to get to No.1 in her area for her chosen keywords.   A tip Donna shares is using keywords in social media posts and structuring her website to be SEO friendly.   One of Donna’s values is “Don’t be a dick!” And works with businesses that she likes and who like her. She also focuses on really spreading the word about her business, not just relying on others to do it for her. Making efforts, and going out of her comfort zone, to ensure her brand is well known. Thirdly she has a go get it attitude, instilled in her by her mother and evidenced by teenage years spent competing globally in bagpipe tournaments!   In short, decide what you want, think why you want it and never give up We wrap up talking about following up with her clients and how a strategy call after delivery is beneficial and this is something she is working on.

This week Sam and Marcus talk to Gemma Griffiths. Gemma is a branding and family photographer based in South Wales. She has 16 years experience in the industry. She offers bespoke personal branding shoots, headshot shoots and family photoshoots in lots of fabulous locations around South Wales. Gemma also offers photography training for beginners and professional photographers too. You can book a one to one training session or join one of her group workshops   We take Gemma back to the start of her career when she started, as a travel photographer. She then switched into portraits and weddings. after taking some photography courses. It’s a full time job for her and now focusses her attention on branding photography.   Gemma was drawn to working with businesses due to the flexibility and more creative approach. Her practice has grown organically even during the Covid crisis. Generally working with solopreneurs she showcases services and products and really gets across the USP of every business.   Gemma works mainly on location and works closely with the client to build up the direction of the photoshoot she is very ”client led”. Showing personalities of the business owners as well as their skills.   Coming up with the concept is very appealing to Gemma and loves coming up with ideas as well as helping put into vision clients own ideas as well.   Having been one Linkedin for a couple of years Gemma is fascinated by ow her clients and others use photographic imagery on-line. Whether it be for testimonials and quotes, advertise their services and products.   Aiming to deliver 100-150 images per shoot, she encourages her clients to have multiple wardrobe changes to get maximum value. Sam goes on to discuss extra services that can be offered by photographers: banners, reels and so on. For Gemma her clients are quite savvy in doing this and Marcus does offer extra services to his subscription clients.    Marcus asks how she manages her two different client groups business clients and personal clients. She does this by setting up different social media accounts and  splitting up her website accordingly. Linkedin for business and families on Facebook. As we close the show we discuss camera equipment. Gemma shoots on a mirrorless Sony and usually uses 35mm and 85mm lenses, Lightroom for editing and Photoshop for deeper edits.

In this episode we discuss lenses. Types brands and uses. And Marcus takes us through the lenses he uses on an average photo shoot.

Episode 15 Olga Gidane     Olga Geidane is a highly engaging and sought-after expert speaker on mindset transformation and change.   She shared her infectious energy and wisdom on self-leadership across five continents at conferences and personal development events of all kinds, both online and in-person.   She helps individuals to perform at their peak through her 5-step transformative mindset coaching as well as her courses and Olga is very passionate about helping couples to rebuild their relationships through her Stay Forever Together Relationship retreats.   A background in modelling has given Olga the confidence to really use photography to promote her personal brand and finds it easy to collaborate and communicate with photographers. And an important part of the process is having a strong two way dialogue with the photographer.   Marcus discussed Olga’s live as a model and though she remembers the time with fondness she notes that it was hard work and it really was 24/7. A great term that Olga discusses the notion of “camera ready” - to be on point.   Olga recommends seeking out a style and colour consultant before the shoot to really nail the look. A great tip for photographers if you see a client who has changed their say, hairstyle. Get  in touch with them to see if they need more photographs.   On the shoot itself Olga really suggests that the photographer visits the location to see if any extra lighting is needed. Sam discusses the importance of that pre-production form/chat to really dive deep into the details and needs. And on the shoot itself to allow time so that you are not rushed. And at the end of the shoot review what you have done - you may have missed something!   This is also a great time to go through, with the client, the story behind the shoot and make sure the images flow.   The mood board - a collection of images that can inspire the mood of the shoot.   Olga makes a great point about the best side of your face and make sure this faces the camera and is lit accordingly.   She goes on further to discuss how she has built her personal and how photography is crucial in that - choosing photographs that are authentic.   This has helped her living her dream as a digital nomad, living in lots of different locations and  having adventures with her husband.  You can find more what she offers her clients here:   https://www.linkedin.com/in/olgageidane/