“It’s not what you sell that matters as much as how you sell it!” — Brian Halligan, CEO & Co-Founder, HubSpot
To become relevant in a market, the traditional ways of promoting oneself lay back in the dust. Now, it is all about digital marketing. In marketing, popularity comes hand in hand with advertising, that is the key. Digital advertising is all about blogs and websites.
So, you are a photographer, or just a newcomer in this business trying to create prospects. If you are new, your focus would be getting your first lead. If already in the business, you need to aim at boosting your sales.
You need to have strategies on how to reach the perfect people. The plan is to attract the right group of visitors to your website, impress them and turn them into your customers.
For smaller businesses like yours, the key is micromarketing! Niche marketing is promoting your business to a specific segment of the audience. This will let you understand your audience and what they need, or what specifically attracts them.
It is easier to understand smaller segments with more efficiency. If you are a wedding photographer, not everybody is getting married, so concentrate specifically on attracting that age group.
Your audience will determine your action. Focus on their needs and problems. Provide your services accordingly. It is a basic human instinct to like somebody who understands even before a declaration. Research and understand what problems the audience is facing, solve them.
Search engine optimization (SEO) provides relevant content to users. Several factors would make your website rank up in Google – like keyword, backlinks, content length and quality, and load speed. Keyword research will help you write content that would rank up your website.
Use CTA (call-to-action) buttons on your website to direct your customers to more indulging topics related to your website. For instance, ‘Take a tour’ that would redirect your audience to an intriguing series of your previous work. When that is over, add another CTA ‘Request a Call’ – that way the audience would reach you and become a customer.
Local SEO also brings a lot of audiences. Promote your business locally, make sure you are in your local business listings so that every time somebody searches for ‘photographers near me’, you become a part of their search.
Once you have got your audience, try and get their email. Email engagement has a higher ROI for digital marketing. According to ExactTarget, checking emails is the foremost thing 71% of people do in the morning. Take that opportunity, send them offers. Send them personalized emails related to their needs. Email engagement is inexpensive compared to social engagement, but the investment return is higher.
Keep an eye on how your site is doing. Use Google Analytics to track the number of impressions of your site and which pages attract more clicks. Is it on a positive scale? if yes, then good, make sure to note down which aspect is helping its growth. If negative, keep your bounce rate under check, analyze your keyword data, set alerts so that you never miss an important client. Make sure you keep your website updated. No customer prefers a website that was last updated years ago and even Google rewards the latest content in its search results.
Digital marketing is the golden key to business. I hope these steps help your business growth strategically.
Several digital marketing management companies would help you through this process. However, they mostly provide a generic digital marketing strategy. For tailored digital marketing management, specifically for photography, consult Jayesh Kataria