Calling all Creatives! How are you doing out there?
The global pandemic that we’ve been in the midst of for… too long has really put a damper on a lot of things hasn’t it? As a creative, what are you doing to make it through these difficult times? Do you have business goals in place and a plan to execute them?
The thing about goals is they’re great and all, but without a plan to reach them, you might as well be screaming into the void. We know that becoming marketing experts doesn’t sound like the most fun thing to do for an artist, but having a marketing plan will help you reach and exceed your business goals! That means more visibility, more commissions, more clients, and more $.
We’ve only got 2-months left of 2020 so let’s hunker down and figure out how to grow your photography business so you can start 2021 with a BANG!
Here’s how we’re going to do it:
1. Identify your target audience
In identifying your target audience, you will determine who they are, what they like, and what they need. When you know the typical behaviors of your audience, you can plan your content, write your messaging, and align your marketing strategy in a way that will reach who you’re intending to reach. Essentially, the better you know someone, the more apt you are to catch their attention by giving them something you know they’ll like.
How do YOU see your ideal client? Write down characteristics that define your target audience’s
- Socioeconomic status
- Common shared hobbies
- Artistic interests
- Needs & wants
Once you’ve written down all of the characteristics of your target audience, write down how YOUR photography business will fit into each aspect of their life.
2. Optimize your website
These days, it’s incredibly easy to make a captivating website. A few of the most popular platforms are Wix, WordPress, and GoDaddy.
On the main page of your website (landing page), you should have an opt-in form that pops up so it’s the first thing your visitors see. The opt-in form gives viewers access to your email list so you can easily contact them with exciting news and fresh deals.
Every creative website should have a spot for customer testimonials. Websites that feature testimonials generate 62% more revenue than those that are lacking because people tend to trust the opinions and experiences of previous customers.
3. Focus on SEO
Search engines are a vital source of traffic for your creative business. Search engines are always evolving so it’s important to stay up to date with the latest tools and trends for a successful SEO campaign.
In order to make sure your website and content is optimized for search engines, you may want to consider hiring a copywriter that is an expert in SEO tactics.
4. Build & Grow your email list
Here at CANDESCENT, email marketing is our FAVORITE! Email marketing has the ability to reach people all around the world and can be totally automated so you can just set it and forget it. There are many options out there for managing your email campaigns. Our two favorites are ActiveCampaign and Constant Contact.
ActiveCampaign is easy to use – even for those of us, the ‘non- techy’ girls! Subscription starts at $9/ month only and you get online chat support.
Constant Contact is super easy to navigate. You can sign up for a free month trial. No commitment, you can cancel anytime. Give it a go and send your first email campaign with them. You will want to stay!
In today’s era of COVID-19 restrictions, EMAIL MARKETING is going to be a creative’s best friend. You have the opportunity to strengthen bonds with your current subscribers as well as grow your network to meet potential clients in the following ways:
- Use a referral program to get new subscribers – Provide current subs with a code to pass along to others. Once you get a new sub, both parties will receive a discount code
- Utilize freebies – exchange a coupon (discount code) for new email addresses
- Host giveaways – put new subscribers in the running to win something from you (i.e: a free print or postcard if you’re a photographer or graphic designer; a free mask or scarf if you’re a fashion designer etc.)
To learn more about email marketing, download our FREE eGuide, 5 Easy Ways to Grow Your Email List!
5. Social Media
Instagram is all about sharing awesome visuals with your followers. Because you’re in the field of creatives, there’s no better platform for you to be on!
Don’t let your follower count discourage you – Instagram’s algorithms prepare interaction over everything. Carefully create your posts with this in mind and you’ll be golden! Here’s how to do it:
- Plan out your posts with a content planner to keep your ideas organized and your strategy consistent
- Create posts with captions that are well thought out and longer than just a few words. You want the caption to inspire people to comment, like, and share.
- Engage with other people in your industry and your target audience – let people know you’re out there!
- Schedule future posts with a content planner. Scheduling your posts helps to keep your social media strategy consistent while giving you one less thing to worry about on a daily basis.
6. Paid Ads
If you feel that your business has the financial wiggle room to splurge on some paid advertisements, you should absolutely go for it! However, make sure you’re doing it effectively to ensure you’re not wasting money.
Let’s talk about Facebook ads for a moment. They can be incredibly useful ways to grow your business on social media because they:
- Track consumer behavior
- Facebook is used more than any other social media platform
- Are relatively affordable
In creating your Facebook paid ad campaign, you’ll want to make sure you have:
- Optimized the campaign for your audience (location, demographic, etc.)
- A high-quality post to promote
- Something of high value to offer people who click on the promoted posts (coupon, freebie, etc.)
7 . Use LinkedIn
Think LinkedIn is only for those looking to climb the corporate ladder? Think again!
LinkedIn has over 760 million users which means if you’re not using LinkedIn as a creative, you’re missing out on a ton of potential clients and networking opportunities.
8. Google Business Page
If your business isn’t on Google, is it really a business? As the most popular search engine in the world, Google is the first place that people head when they’re in need of a product or service.
When you list your business on Google My Business, you raise your chances of being found on the world wide web. What’s more? It’s totally free!
9. Give back to the local community
Your community needs love and support now more than ever. Offering your services for free will help you get your name out there while providing a much needed service. Once the buzz has gotten out there about the amazing photographer who captured family portraits for free or the amazing graphic designer that helped a new local business photograph create their brand identity, people will come knocking for more!
Blogging is one of the most effective ways to get people to your page and keep them coming back for more. Depending on your field of expertise, you might discuss your favorite video editing tips, photography tricks, give viewers a little behind the scenes peek of your jewels workshop, or just talk about a recent experience that you had creating a design.
People want to feel like they know the person that they’re going to be working with and your blog is the perfect opportunity to be candid with your clients. Make your blog personal and be consistent – keep posts coming on a regular basis so you’re always giving readers fresh and relevant content.
Whew! That doesn’t seem so hard does it? Okay, we know that there’s a lot to take in, but we at CANDESCENT are here for you every step of the way!
Do you have any questions about marketing your creative business or want to share your tried and true methods? Tag us on social media @WeAreCandescent or drop us an email!