Your photography business needs a constant and steady supply of leads and customers.

So, building your profile, raising awareness of your services, and getting visible among your target audience are 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?

Professional photographer carrying camera

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, as we approach the end of 2017 and look ahead to 2018, I’d urge you to make marketing and PR a priority in the coming year.

That way, you can finally get strategic and intentional with your marketing, and grow your 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?)

Professional photographer with Canon DSLR camera

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

With the end of the year in sight, now is a great time to get planning your content marketing and PR strategy for 2018. And I’m doing exactly that myself, too.

I’m in the throes of planning the PR and content ideas for my retained photography clients – those who hire me as their outsourced marketing support.

If you fail to plan you are planning to fail


And, I’m also planning my own PR and content.

My focus in 2018 is to 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!)

And to be proactive about sourcing PR opportunities that will raise my profile as an expert in the marketing of photography businesses.

Planning a content marketing and PR strategy

To that end, later this week, I’ll be attending ‘Your Year in PR’ in London; a planning workshop hosted by my PR coach Janet Murray.

I’m really looking forward to having a day with Janet (and the like-minded business owners and PR consultants who are also going along).

Your Year In PR logo

I really enjoy geeking out about PR and content marketing so it should be a really interesting and productive day.

I’m intending to flesh out my own PR and content plans while I’m there. I’ll be using the opportunity to brainstorm and get a fresh perspective on some of my ideas so far. And importantly, it’ll be dedicated ‘planning time’, away from the office and email interruptions.

Do you want to get your content marketing and PR strategy for 2018 sorted too?

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!