"The messages you put out directly impact the type of customer you attract"
The great news is being a photographer means we get to personally engage with our customers on a daily basis. We can gather insights into our clients from multiple sources, including social media. On my Business & Marketing for Photographers Course, one of the early exercises is to brainstorm our ideal photography clients. The end goal is to have a one page description (which can be kept on the wall in your office) to use as a guide for developing marketing activity. If you have clarity over WHO you are speaking to, HOW and WHAT you say in your marketing should become much clearer. We break the task down into 4 key areas:
Knowing WHERE you want to work really can impact your business model. As an example, my business is designed to fit around my young family. Ideally I want to work within school hours which therefore means I would like to work as close to my home as possible.
Therefore this enables me to list the towns in which I want to photograph families including Hemel Hempstead, St Albans, Berkhamsted & Harpenden.
Another great way to understand your ideal customers better, is to think about how you would like to interact with your client DURING and AFTER the shoot. Are the families you want to photograph outgoing & outdoorsy? Are they the type of family which is happy to go off the beaten track to get the best images? If not, do they have a home with very cool features that you could utilise on the day?
This is your opportunity to define your ideal family and what type of shoot will inspire you to deliver your best images. After the photo shoot do they want to spend time with you looking at the images deciding on wall art for their home? Alternatively, would they be excited to see the images online allowing them to easily share with friends and family?
For example, my clients tend to have open plan homes and colourful decals on the children’s bedroom walls. Take time to identify the brands & companies which appear frequently in visits or discussions with clients.
For example, I find that my customers are interested in photography in general and will often already own an entry level DSLR. This means that there is a natural crossover between my family portrait customers and my Beginners Photography Course for parents.
I hope you have found this blog post food for thought, and if you would like to delve more into understanding your clients and brand I offer 1-2-1 bespoke training and small group workshops all throughout the UK.