Commercial Photographer: Your Guide to Marketing, Creativity and Growth

Getting found on Google is important for most businesses. For many types of photography businesses, it can make the difference between a successful and failed business. For photographers moving up the Google ranking can be easier than for other businesses. You tend to be only competing on a local level with other photographers. There are no big regional and national players to complete with. As Sam says you only have to be better than the people around you. We go through a few important things to think about for SEO.   What  words and phrases do you want to be found for and where do you want to be found for them? As we have discussed on other shows ( Ep 5 Generalise or Specialise) having a niche will help, as all your content will be focused on one area of photography. Technically your website needs to be error free  and well setup with correct use of page titles, meta descriptions and other technical details. Google Search Console is a free platform that can help you with some of this. Visitor numbers. It’s a bit of a Catch 22 but visitor numbers are a key metric Google uses when judging how useful your website is. If Google sees lots of engaged visit to your website, it’s thinks it must be useful. So, sends more people there. You need a plan to getting visitors to your site. Giveaways and great content on your site are you friends here. You then need a place to send them from social media, paid ads and an email list are great ways to do this. Backlinks These are links from other websites to your website. These a great way of moving up the Google ranking, especially when the back linked sites are of a high quality/value. A great tip is to get a free listing on business directories. Also produce great content that others will want to link to.   Content is key. If your site contains engaging, unique, useful content that’s really important. It engages visitors and tells Google what you do.  You can also create blogs specifically to help with SEO on specific search terms. Creating blogs that answer your potential clients questions is a good place to start. Sam has a great blog about blogging here. Engagement or “bounce rate” is important so have a site that is rich in information, easy to navigate and engaging. Bounce rate is simply a measure of how many people leave your site without interacting with it. Don’t worry, lots of people do this. Some people are simply in the wrong place, and others simply wanted your phone number, so have no need to interact.   We go on to discuss the use of AI content engines such as Chat GPT and how this may effect your SEO.  Marcus’ dream where unique images on your websites will have a positive effect on SEO still seems a long way off!

This week we talk to Christine about what it's like being in front of the lens and how she uses her photographs. Christine, Marketing and Creative Start-Up Coach, founder of the Creative Start-Up Academy, author of multiple books, public speaker, podcaster and workshop facilitator. She has worked in marketing and advertising for more than 12 years before she decided to start her own business supporting start-ups. With her hands-on approach, she has helped hundreds of individuals validate their business idea and create a successful start-up as well as working with small businesses supporting them getting clarity and marketing their business. She sees entrepreneurship as a way of life and loves the passion that comes from working in that industry.   Christine regularly has photo shoots to get more images and is always using photographs on her website, in her marketing and on social media. For Christine, what separates different photographers is their attention to detail and the way they react and talk to the sitters. Preferring a natural look Michelle and Marcus discuss different styles and trends in headshot photography.   We discuss how the client needs to brief the photographer about where the images are going to be used and what look they want. But equally many clients need help expressing this and it's the photographers job to help them do this. Client using a range of clothing on a shoot helps to get a variety of shots, and that means it looks like they were shot on different days in different locations. Reminiscing on a shoot she did with her own photographer, Christine discusses how the client has to be clear in their aims but acknowledged that it is a two way process, as the photographer is the specialist. Christine feels very confident in front of the camera but still really believes spending time with the photographer before the shoot helps build the “bond”. We go on to discuss retouching in particular filters and how far you go with the retouch ie over-smoothing and loosing authenticity.   Christine works with a lot of start up creatives and offered up the following advice for those starting out in the business:   Don’t be overwhelmed by the amount of competition. The importance of having a style Trust is very important and this needs to be combined with a strong connection Build an appropriate photographic portfolio Be clear with what you offer Network with other photographers. You will gain insights, gain friends and gain work. Photographers may need second shooters that they know and trust. And they may have referrals. Dates they can;t make or leads who are the wrong fit for them, but could be perfect for you. You can find more about Christine here: https://www.linkedin.com/in/christinethecoach/ https://www.creativestartupacademy.com/academy/      

 Today’s topic is creativity.   The 5 R’s of Creativity ! 1. Rules  •  Learn them •  Break them •  Make your own   We take a classic “rule” - the Rule of Thirds. Initially learn the rule inside out so you don’t have to think about it - it’s internalised. Then you can move onto the next stage where you purposefully break the rule. In this case placing objects of interest say in the centre or dividing the frame into quarters. Then the final stage is where your own rule is incorporated into your style. Think Hiroshi Sugimoto and his work entitled Seascapes. Where the horizon line is in the centre and he has done this over and over again.   2. Research   Though I take my lead from academia, research does not need to be “dry” ie dull and tedious. Though good research is not done via the internet! Far better to go took bookshops and go to the art department. The vast majority of established artists and photographers work is not available via the internet it is found in galleries and books. Books are a more immersive experience - the touch, the smell, the weigh etc give a deeper learning experience. We discuss the classic book Robert Frank- Les Americains (1959) Galleries are great places because you get to see the print up close and you can see the subtleties of the tones. When studying these greats think of not HOW yet have taken the photographs but WHY- a far more interesting question! We go on to discuss movies as they can be a great source of inspiration - Wenders, Hitchcock and Kubrick as well as good quality documentaries. 3 Reflection Give yourself time to really look at your work -what works well what doesn’t. Be critical (in a positive) Print your work out and that will help.   4 Repeat Don’t be seduced into thinking you need to go to exotic locations to improve your photography. You will make greater improvements by going back to the same place over and over again. In this way you can build on your skills in a creative way.    5 Rest This is different to reflection. It is about giving yourself time just to think and let the creative juices flow. Sometimes the best ideas come when you least expect   Links https://www.sugimotohiroshi.com/seascapes-1 https://www.lensculture.com/articles/robert-frank-the-americans   The Genius of Photography - well worth a look,if you can find it!

In this weeks episode we welcome our first guest Charlott McAnsh from See No Bounds Charlott talks to us about how important it is to have brand photographs to promote your business. And how important it is get out from behind the camera and show your self!   Having recently had a branding photo shoot, and having been regularly photographed since her student days, when she was a model, Charlott knows what it is like to being in front of the lens. She loves receiving directions and natural posing tips. But she also realises that, this is her preference. And so listening and adapting tot he client is a key skill for photographers. The importance of a “discovery call” is discussed to make sure branding is on point and a relationship is established.   Charlott and See No Bounds recommend setting up a subscription service - it offers so many advantages to both client and photographer and you can listen more about this in our episode "Offering Subscriptions Services to your clients". It gives you the chance to get to know the client better and you can offer seasonal photo shoots. Offering a make up artist and stylist can really add value to your shoots, it’s all about the experience!   We go on to discuss the importance of story telling and research into the person you are photographing. It’s so important to listen to the client and adapt to their needs.   Of course we discuss the importance of networking and Charlott gave us some great tips on that too! And having a portfolio that is suited towards the job you are pitching for. Stories are so important when networking as they are more memorable than just a standard pitch. Charlott McAnsh is the founder of See No Bounds, a network and business community that focus on connecting business owners, give exposure and a place where you will find support. Charlott has over 30 years of experience in events, hospitality, and customer service with a corporate background.   Having travelled all over the world she is a master connector, and her goal is to see businesses succeed. She has an understanding for business development and business growth and has created a platform that provides resources and support to the next generation of entrepreneurs. Charlott is an experienced mentor, having helped many young people develop their skills and launch their own businesses.    Her work has enabled many to reach their full potential and succeed in their chosen field and years later she keeps connected with the teams she has worked with over the years.  https://www.linkedin.com/in/charlott-mcansh-see-no-bounds/ See No Bounds is a Business Network and Community where all the necessary principles of advertisement, education, promotion, and interaction has come together in one place. With an interactive platform you can find more connections and engage with the network.   You can advertise your blogs, vlogs and podcast and get more exposure for you and your business.  https://seenobounds.co.uk/ Newsletter Sign up to the See No Bounds Newsletter to get the latest podcast, transcription, news, updates, photos and more, sent direct to your inbox every week.        

Marcus guides us through the world of social media. It’s critical for photographers to have some sort of presence on one or more social media platform.   We talk about which platform is best for you and we discuss in depth which ones are best for commercial photographers -Linkedin, Twitter and Google My Business. These are primarily focuses on business to business.   As long term posters on Linkedin both of us are keen advocates of the platform, there are no restrictions on the type and size of media you post - unlike others.   There is a link for Google business below and it’s definitely something worth investigating.   As far as what to post it pays to be interesting and avoid being “salesy” at all costs. Set out to be seen as the authority and be consistent in your posting.   As a photographer we have lots of visual material to share but a few words to go with the photograph such as a short story will make the post even more popular. Don’t expect instant results it takes time to build a following but certainly, initially at least, focus on one or two platforms.   Of course it’s not a one way streak, comment on other peoples post and build up connections.   In summary:   Be consistent Comment on other peoples posts Find the platform that works for you    https://www.google.com/intl/en_uk/business/ https://www.linkedin.com/feed/ https://twitter.com/home   News of the day   https://petapixel.com/2023/04/25/amazing-collection-of-photos-that-chart-american-history-up-for-auction/

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 Marcus and Sam talk about what to do with a mailing list, once you have some people on it.

This week we are talking about Email Marketing, specifically how to grow your mailing list. Next week we will look at what to do with your mailing list. Sam thinks Email marketing is a no-brainer and explains why. There is no doubt about it you need a mailing list, it’s as simple as that!   Some of the many advantages that a mailing list will give you are numerous. It gives you direct contact with all your subscribers. Your followers want to hear from you, they already have expressed an interest as so are won't think of your emails as spam, but welcome information from a trusted source. When setting up your Email Marketing, signing up to a reputable provider will help overcome GDPR issues, they are trusted sources and are set up to make sure your emails are being delivered. Some of the trusted providers we metioned in the show include Mailchimp Studio Ninja Hubspot  Keap MooSend Mailerlite We discuss the legal basis for adding people to yuor mailing list including what “legitimate interest” really means and how you can and can't use it to add subscribers to your mailing list. Sam guides us through the values of having something for people to download - a lead magnet. And a few trips and tricks to increase the number of subscribers, such as running companions, building communities and more.   In this episode Marcus refers to Net walking - and you can find out more about this here:   ⁠https://naturalnetwalking.co.uk/⁠

This week Marcus takes us through the benefits of using flash (strobe to Americans) for your photoshoots. Marcus is passionate about this subject and explains why it's an essential part of every photographer's toolkit. Plus we get an insight into a memorable Fosters advert from 'back in the day'. Marcus explains how flash helps you create a visual narrative. you can get more information about that here. https://www.wearecognitive.com/blog/what-are-the-key-components-of-visual-storytelling Marcus also explains that clients' availability can be limited so sometimes you need to turn day into night, or night into day using flash. There is some more information on this here. https://fstoppers.com/lighting/using-flash-change-your-photo-day-night-598896 We also discuss manufacturers, which to use and why it's best to choose wisely. When natural light is good it’s good use it, but, remember if you are in the UK, don't rely on it. Modifiers, speed lights, umbrellas and stands all come into the chat. And finally, how to find a good teacher and the workshops that are best avoided.   Marcus referred to these photographers in the podcast.   Martin Parr - https://www.martinparr.com/ Gregory Crewdson - https://gagosian.com/artists/gregory-crewdson/ Elaine Constantine -https://elaineconstantine.com/  

Next week Sam will guide us through the journey of setting up a subscription service. He'll talk about the why, the how, and the marketing. Marcus and Sam will explain how it has worked for them in their business and how it can work for you. Subscriptions are a great way of getting regular income.That means every month you know you have a certain amount that will land in your bank account, without fail, before you've lifted a finger. They ensure that you are constantly in your client’s mind, which is great for getting referrals. Subscription services are not that common in the photography industry, which means setting one up will make you stand out from the crowd. From a client's point of view, subscriptions are a great way to make ensure their images are seasonal or topical. As a photographer you get to know your clients well and what they need. We discuss the practicalities of running a subscription service. Go Cardless is a nice simple way to setup direct debits. ⁠https://gocardless.com/⁠ News of the day, the Gen Z Shake, it's a thing! ⁠https://petapixel.com/2023/03/23/the-gen-z-shake-is-the-telltale-way-young-people-film-videos/⁠

In this episode Sam is digging into “working the room” and how to successfully build your business network.   Some of the things we discuss in this weeks show •  Why go to a business network meeting. •  Don’t be “salesy”. •  Building a network in a new town - both Sam and Marcus talk from personal experience. • It’s not just about letting people know about you! •  Know, like and trust. •  Applying the 80/20 rule. •  Listening is a skill. •  How to use touchpoints to make sure you are remembered. •  Using Linkedin to help build your network. •  The importance of following up. •  How to create a winning elevator pitch. •  Extra benefits from networking. •  Applying a sales funnel approach to networking