It’s 2019…

And you’re probably tired of hearing words like INFLUENCER, CONTENT, REACH, etc.

I am. As a photographer it seems like everyone has a camera and is taking surprising great photos. So despite all the amazing media we’re constantly consuming, why isn’t there a higher rate of engagement, and more importantly clients, customers, and followers?

Successful businesses have successful marketing. There are a million ways to throw your marketing dollars down the drain, and plenty of agencies, freelancers, and college graduates waiting to do it.

So what makes successful marketing?

My philosophy is this: every brand I bought into, and I mean really bought into, they made me the hero in a story I wanted to be a part of. Ultimately this is the difference between media and content. You can spend a thousand dollars on a great photo set, with a stylist, models, art director, and photographer; but that might not mean any return on investment.

The missing piece is not every photoshoot or campaign makes your potential customers engage in your brand’s story. And ultimately, your brand’s story is what you need to sell more than your products. Trying to help young women feel empowered and confident as they take on their weekend? How does your photoset let them see themselves in the content you’re sharing?

HOW TO DELIVER THE STORY

Getting quality content that creates engagement is only one part of the equation. The next question, is how to get these engaged users to become customers, clients, and followers?

Once again, we’re past throwing out thirty hashtags and timing when you post your content. Curation of the content is just as important as what the content is. Packaging and delivery is just as important as the product.

Additionally, when photographers begin shooting with curation in mind, suddenly you have images that are organically framed for that Facebook cover photo you need to announce your new spring line, that vertical shot to fill your customer’s phone screen as they scroll through Instagram, etc.

Why not have someone who can do both controlling your marketing?

ALTERNATIVE TOOLS

Everyone’s had a good grasp of Instagram and Facebook by this point. Even creating Google ad campaigns or collecting email lists. But have you considered how to further engage with your clients? Ever thought about how your clients and customers are constantly searching for inspiration on Pinterest for their own boards? Or searching Youtube for answers to questions maybe you can help answer / solve?

I’d challenge those construction companies and neighborhood developers to consider making that Youtube Channel answering questions about home repairs and renovations. Not only are you positioning yourself as an expert in the field, but you’re building trust with potential customers. Or if you’re in health and wellness or retail, how can creating Pin Boards, even if it’s beyond just your offering, to connect with clients and customers?

There’s a crazy amount of benefits to think of yourself as a problem solver for your customers and sharing your information, style, and expertise to connect with more and more customers.