Your photography business needs a content marketing and PR strategy.
Why? Because you need constant and steady supply of leads and customers.
So, building your profile, raising awareness of your services, and getting visible among your target audience is among your main priorities as a business owner, right?
Which is, of course, where PR and marketing come in.
The business of photography
Let’s be honest. The overall success of your photography business is as dependent on how well you market yourself as it is on the quality of your photography or the photo products you sell.
In fact, if applying the 80/20 rule (a.k.a the Pareto Principle), arguably, a successful photography business is 20% photography and 80% business! Would you agree?
And applying the same principle; 80% of your revenue is likely to come from 20% of your customers, from 20% of your services and from 20% of your product range.
OK, these percentages may not be exactly accurate for your specific business.
But it’s likely that some of your clients, some of your services and some of your products contribute more to your bottom line than others. Do you actually know which ones?
Whether you think these ratios are applicable to your photography business or not though, it’s certainly true that just focusing on the quality of your photography isn’t enough.
Being an amazing photographer isn’t the secret to a successful, profitable and sustainable business, sadly.
Marketing plays a huge part.
Which is why, if you aren’t already, I’m urging you to make marketing and PR a priority.
That way, you can finally get strategic and intentional with your marketing, and grow your photography business.
The benefits of a developing a content marketing and PR strategy
Having a solid content marketing and PR strategy in place, and investing time to make a plan for your photography business, can pay dividends.
- You’ll know what content you’re planning to create in the months ahead and, importantly, WHY you’re doing so, so you’ll be less tempted to pursue anything that will distract you from the plan = a super-focused, more productive you!
- More focus and clarity also makes you feel more in control and less overwhelmed and stressed (never a bad thing, right?)
Following a strategic plan will also enable you to achieve more in your business.
- Your marketing efforts will be more effective in reaching and attracting your perfect client
- You’ll create a more relevant, engaged and loyal customer base. They’ll feel that you ‘get them’. Your marketing content will speak directly to them, solve their problems and answer their questions
- And, you’ll likely sell more as a result!
Planning for success
Creating a plan can be done at any time. There’s no need to wait until the start of next week/month/year. The sooner you take action, the better.
And, I practice what I preach, you know. I do the same for my own business as well as for my retained photography clients – those who hire me as their outsourced marketing communications support.
Yep, planning is a big part of what I do because, after all, “if you fail to plan, you are planning to fail”.
It’s my plan in 2018 to:
- Be proactive about sourcing PR opportunities that will raise my profile as an expert in the marketing of photography businesses.
So far, I’ve already put myself forward and will be appearing as a guest speaker at a few business and marketing events this year – a new challenge for me. And I’ve been invited to share my expertise as part of a business course for small business owners. Woo!
I’m also planning to launch a Facebook group for photographers in the near future which will increase visbility of me and my consultancy services – watch this space.
2. Create stacks more useful content for the Sixth Sense PR blog, for professional photographers, like you.
(I’ve at least one hundred blog and video ideas trapped inside my head, desperate to get out!)
Planning a content marketing and PR strategy
If you’d like any one-off help with brainstorming ideas, or would like to explore the idea of working 1-2-1 with me so that I can assist you with your content marketing and PR strategy, then please do get in touch.
Helping professional photographers to create compelling marketing content that delivers tangible business benefits, and sourcing PR opportunities that raise their profile, is what I love to do!
FURTHER READING: And while we’re on the subject of planning, you may also enjoy this article from Shoot Dot Edit which is packed with tips for photographers – and particularly wedding photographers – about planning, goal setting and much more.