{"id":1160,"date":"2023-08-13T19:03:09","date_gmt":"2023-08-13T23:03:09","guid":{"rendered":"https:\/\/photographysidehustle.com\/?p=1160"},"modified":"2023-09-16T22:29:38","modified_gmt":"2023-09-17T02:29:38","slug":"118-2","status":"publish","type":"post","link":"https:\/\/photographysidehustle.com\/118-2\/","title":{"rendered":"118"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.22.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row _builder_version=&#8221;4.22.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.22.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_code _builder_version=&#8221;4.22.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<div id=\"buzzsprout-player-13399051\"><\/div>\n<p><script src=\"https:\/\/www.buzzsprout.com\/1316116\/13399051-prioritize-marketing.js?container_id=buzzsprout-player-13399051&#038;player=small\" type=\"text\/javascript\" charset=\"utf-8\"><\/script>[\/et_pb_code][et_pb_text _builder_version=&#8221;4.22.1&#8243; _module_preset=&#8221;default&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<h1>Mentioned in this Episode<\/h1>\n<p><a href=\"https:\/\/app.convertkit.com\/users\/signup?plan=free-limited&amp;lmref=infgmA\" target=\"_blank\" rel=\"noopener\">ConvertKit<\/a><\/p>\n<p>Set up a free account that lets you have a list with up to 1,000 emails.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.22.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.22.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.22.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h1>Transcript<\/h1>\n<p><span style=\"font-weight: 400;\">Hey, how\u2019s it going? I\u2019m Andy Jones and this is episode 118 of the Photography Side Hustle podcast.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This week I have been helping a photographer get their first bookings so they can build a portfolio. They asked me if they could stop marketing once they got going.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I said sure, if you don\u2019t want to get any new customers just stop marketing. But, marketing is a constant part of your business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So I made a list of what you need to do to keep new customers rolling in.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h1><span style=\"font-weight: 400;\">Prioritize Marketing<\/span><\/h1>\n<p><span style=\"font-weight: 400;\">The first thing you need to do is prioritize marketing. You have to commit to marketing your business all year long.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Without a marketing strategy, you will struggle to get any traction. It doesn\u2019t need to take up too much of your time, maybe an hour or two a month.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After your first year, you will know what works and can make adjustments.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">All marketing is, is showing people your work and convincing them to book you.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So the very first thing you need to set up after a website is a \u2026<\/span><\/p>\n<p>&nbsp;<\/p>\n<h1><span style=\"font-weight: 400;\">Mailing List<\/span><\/h1>\n<p><span style=\"font-weight: 400;\">I think this is the most important piece of your marketing puzzle. Having a list of customers that are interested in your services, that you can email as often as you like, is incredible.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I\u2019m sure you have given your email address for a free download at some point. Your email is stored in a mailing list. Companies like Mailchimp, and ConvertKit offer this service. I use ConvertKit which offers a free plan with up to 1000 people on your list. I\u2019ll put a link to everything I mention in the show notes and on the episode page at PhotographySideHustle.com\/118.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So to get people to sign up to your list you need to offer them something like \u2026\u00a0<\/span><\/p>\n<h1><span style=\"font-weight: 400;\">Irresistible Offers<\/span><\/h1>\n<p><span style=\"font-weight: 400;\">These are what they say they are. Something you offer that the potential customer wants.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">An irresistible offer could be<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A free 8&#215;10 print<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Session fee discount if they book before a certain date<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Reserve your wedding date for the following year<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sign up to get all my special offers<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">You use these offers to get bookings and also build your mailing list. If they don\u2019t book you straight away, you get more chances to show them why they need to book you.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Next \u2026<\/span><\/p>\n<h1><span style=\"font-weight: 400;\">Understanding Your Customers Journey<\/span><\/h1>\n<p><span style=\"font-weight: 400;\">Not everyone who visits your website is ready to book you right now. Some people start looking for a photographer months before the event date. Others leave it to the last minute.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To find out how urgent the need for a photographer is can be as simple as asking them a question.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is easier than you might imagine. My mailing list host, ConvertKit, allows you to add tags to people who sign up for your list. So you could have a signup form with maybe three questions.<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">I\u2019ll need a photographer within 3 months<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">I\u2019ll need a photographer in 3-6 months<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">I\u2019ll need a photographer in 6 months plus<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">So when you are sending out an email offer for some mini-sessions that will take place in 1 month, you can only send the offer to the people who need a photographer within 3 months.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Knowing what the people on your list want allows you to fine-tune your marketing to get better results.<\/span><\/p>\n<h1><span style=\"font-weight: 400;\">Go Where your Customers are<\/span><\/h1>\n<p><span style=\"font-weight: 400;\">If the type of people that book you hang out in certain local Facebook groups, then that\u2019s where you should be hanging out.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now I\u2019ve mentioned this lots of times before, don\u2019t turn up and start selling yourself. The aim is to help people whenever possible. If someone in the group asks for a wedding photographer referral send them a direct message and offer your services. That\u2019s only if you shoot weddings.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The best way to let people know you are a photographer is to post a couple of photos and ask the group which they prefer. Everyone will want to give their opinion and help you.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If your photos are good you will get inquiries. Then go back to chatting and helping people for a week or two, then repeat. You will gradually build up credibility.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another marketing technique is to \u2026<\/span><\/p>\n<h1><span style=\"font-weight: 400;\">Create Authority Content<\/span><\/h1>\n<p><span style=\"font-weight: 400;\">This is content on your website that isn\u2019t about selling. It\u2019s content that helps visitors with problems they are going through.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">An example could be a portrait photographer writing an article about the best session locations in the area. Or a wedding photographer writing about reception venues.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By passing on your knowledge you become an authority on the subject. That alone will place you above your competition in the reader&#8217;s eyes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Next is \u2026<\/span><\/p>\n<h1><span style=\"font-weight: 400;\">Niche Down<\/span><\/h1>\n<p><span style=\"font-weight: 400;\">You need to choose a niche and go deep. Most photographers, including me,\u00a0 start out trying to shoot and sell everything.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Choosing one or two niches is the way to go because you need to have a different marketing plan for each niche.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Trying to come up with one plan and offer weddings, portraits, sports, and real estate, won\u2019t work.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So pick a niche and market the heck out of it. Become an authority on your niche.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Next\u2026<\/span><\/p>\n<p>&nbsp;<\/p>\n<h1><span style=\"font-weight: 400;\">Pay for Advertising<\/span><\/h1>\n<p><span style=\"font-weight: 400;\">Now if you have been in business for a few years you can work out what the average sale amount is for each customer.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Knowing that amount can help you decide how much to pay to get a new customer.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let&#8217;s say the average amount is $1000. I don\u2019t think you should spend more than 5%, that\u2019s $50 on advertising costs to get one new customer. So if you spend $250 a month on Facebook ads you need to get 5 new customers from it. If you get more than 5 that\u2019s great, if less than 5 you need to look at your ad and give it a tweak.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once you get it set up properly you can bring in as many new customers as you need. If you need more customers put more money into advertising. It\u2019s like turning a tap on.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Before you started your business if someone said you could have 5 new customers every month that would bring in $5000 for an outlay of $250, you would say bring it on.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you are just starting out you need to budget for advertising. Not straight away, wait until you have got your prices up to where you want them. If you are under-charging you can lose a lot of money. I\u2019m looking at you if you are still selling the files instead of products.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So get your marketing set up and grow your business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Okay, that\u2019s all I&#8217;ve got for this episode.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you want to know how to use Photoshop my course is available. Go to PhotographySideHustle.com and there is a link there.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Right, I\u2019ll be back next week, talk to you soon, bye.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mentioned in this Episode ConvertKit Set up a free account that lets you have a list with up to 1,000 emails.Transcript Hey, how\u2019s it going? I\u2019m Andy Jones and this is episode 118 of the Photography Side Hustle podcast. This week I have been helping a photographer get their first bookings so they can build [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"1080","footnotes":""},"categories":[16,12],"tags":[],"_links":{"self":[{"href":"https:\/\/photographysidehustle.com\/wp-json\/wp\/v2\/posts\/1160"}],"collection":[{"href":"https:\/\/photographysidehustle.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/photographysidehustle.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/photographysidehustle.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/photographysidehustle.com\/wp-json\/wp\/v2\/comments?post=1160"}],"version-history":[{"count":4,"href":"https:\/\/photographysidehustle.com\/wp-json\/wp\/v2\/posts\/1160\/revisions"}],"predecessor-version":[{"id":1192,"href":"https:\/\/photographysidehustle.com\/wp-json\/wp\/v2\/posts\/1160\/revisions\/1192"}],"wp:attachment":[{"href":"https:\/\/photographysidehustle.com\/wp-json\/wp\/v2\/media?parent=1160"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/photographysidehustle.com\/wp-json\/wp\/v2\/categories?post=1160"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/photographysidehustle.com\/wp-json\/wp\/v2\/tags?post=1160"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}