ARCoverage: Luminance – Guerilla Marketing for Photographers with Little-to-No Time

On September 26th & 27th, 2013 Photoshelter joined Photoville offering a series of Luminance talks.  On Friday CEO, Andrew Fingerman gave some great pointers to Photographers trying to make a name for themselves and stand out of the crowd in his “Guerilla Marketing for Photographers with Little-to-No Time” talk.  He recommended all photographers, novice to professionals, download their guide “E-mail Marketing for Photographers” (and others) from their website and check out their Vimeo profile.  For those looking to pick up their marketing game he elaborated on the following bullet-points.

  • Stick your neck out!  Get out of your comfort zone.  If you play it safe you’ll never get noticed.
  • Think about who your dream clients are.  Make a list and refer back to it every week.  Equally think about what your dream projects are.  To reach your goal realistically, split these up into phases.
  • Lose the front door mentality.  People can and should engage with you no matter where you are online, not just the way you intended them to.  Optimize how your work is found.  This is your ticket in the SEO Lottery.
  • Brand Proxies (Secret hints you suck to work with).  How do you work with others can and will affect how much and what type of work is thrown your way.  The better you work with others the more likely you are to be called for that long term project.
  • Think “Audience”, not just “Buyers”.  Your key ingredients to narrowing down your audience can capturing them are the following.
    • Find a Niche
    • Be an expert (Jack of all trades doesn’t cut it)
    • Be authentic
    • Try something new (see Stick Your Neck Out)
    • Use the right tools
  • Build your “leads” list.  The power of newsletters.  You can send out weekly vignettes of jobs you are working on; Send out a list of shows you will be attending; or a simple monthly Photo Postcard.  All these will keep you on potential clients’ radar.
  • Personal Projects should hit a nerve and/or find a common ground with your audience.  They give you depth as a photographer, especially if they work towards a cause.
  • Personal Projects should also touch many people. (see above, working towards a cause)  If you show people you care about something they are more likely to care about it too.
  • Streamline your marketing workflow.  There is a great website/app called ifthisthenthat (ifttt.com) which helps you “put the internet to work for you”.
  • Linkedin Stalking.  Find photo editors and anyone you would love to work with on Linkedin and learn what types of photographers they need.  Do your homework and if they change agencies be the first to congratulate them and fill them in on your latest project.
  • Surprise and Delight.  How are people remembering you?  Do something out of the ordinary that is sure to leave a lasting impression on your clients.  This will ensure that you are the first person they think about when recommending their friends and family.
  • Send real thank you notes – preferably with your own photograph on the cover.  (see Surprise and Delight)

Are you already implementing these tips in your own career?  Do you have more to share with your fellow artists?  Please share these in the comments section below.

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