Tag Archives: Social Media Marketing for Photographers

Social Media Advertising for Photographers | Numbers Don’t Lie

Trey Ratcliff, a professional travel photographer who does some amazing work with HDR photography, has posted a video (below) and blog entry where he shares some rather revealing information regarding traditional, print advertising and marketing via social media. Here he compares actual sales results of his HDR tutorial video advertised in print within three different photography magazines – Shutterbug, Popular Photography and Photoshop User. The difference in results is amazing. While the print ad in both Shutterbug and Popular Photography only resulted in a handful of actual orders, Photoshop User generated results worthy of the investment. Ratcliff attributes it to the fact that it wasn’t just the print alone, given the fact that it was the same ad in all three publications, but that it was backed-up by an active online campaign by Kelby Media, the publisher of Photoshop User (as a side note, this is the only one of the three that I subscribe to). Ratcliff reinforces his findings by also pointing the online sales results he’s received from his ads on another photographer’s blog.

The beauty of new media is the accessibility and cost effectiveness to just about anyone who is just starting out with their own business endeavor, be it photography or house cleaning or cupcakes. But like everything else it has to be managed effectively. Just a few nights ago I was having this discussion with some friends here on Hilton Head. I was talking about the impressive results I’ve had with Facebook ads, particularly when it comes to my photography workshop programs.

Complete user control while targeting specific demographics – and setting my own budget – are big advantages over static ads in print, whether it be magazines or phone directories. A friend also pointed-out the fact that she noticed I make a concerted effort at keeping my the Facebook page for my business as responsive as possible. People today don’t just want to see what you have to offer but they need to know that they can interact and connect with you on a somewhat personal level. I think this is especially important for artists. In my work I’m also presenting an important part of myself, whether it be within a photographic print, portrait photography services or photography instruction.

I was fortunate to jump on the social media marketing bandwagon relatively early-on when I was just starting my photography business in Dayton back in 2003. I knew then that it was the future of advertising not to mention the enticing aspect of a tremendous bang for a relatively low buck. Like Ratcliff I had some prior experience in corporate marketing, coming to appreciate the importance of staying a step ahead of your competition when it comes to advertising and reaching your target market. David Esrati’s (owner of The Next Wave in Dayton) Websiteology half-day course on blogging for business and the WordPress platform was also a huge step in the right direction. Interactivity with the customer is something that was stressed as being absolutely vital for the success and impact of a business blog. If the interactivity and connection are missing than it becomes nothing more than an electronic version of the print ad

Twitter vs. Facebook or Twitter and Facebook | Fired Up for SummitUp 2010

Fired Up for SummitUp 2010 | davidebowman.

I’m registered to attend the SummitUp event in Dayton, next Tuesday. Quite a line-up of interesting speakers. Lots of marketing and PR-types from throughout Ohio will be attending. So what does it have to do with photography ? Well, if you’re a photographer who has any desire to make a name for yourself and sell your work and services, SummitUp could very well be a treasure trove of pertinent information, as well as contacts, on the realities of marketing and branding for the independent professional in the 21st century. Three words: social media marketing.

But do all the available channels – Twitter, Facebook, Flickr, YouTube, WordPress, Blogger, etc., etc. – fall conveniently under this catch-all description ? It will be interesting to listen to what the industry experts have to say on what works best when it comes to producing measurable results (actual sales $$$) versus pulling all of us backwards to those painfully insecure days of adolescent popularity contests.

I’m cool with Twitter, okay with LinkedIn but I definitely have a “love/hate/but more toward hate” relationship with Facebook. There’s something inherent to the basic platform and origins of Facebook that is well . . . let’s just say high school. What I do love about Facebook, however, has been the results obtained through the use of their ad program.

I’m a photographer. I’m an observer, not only of what is often overlooked but also patterns and behaviors, in all aspects of life. And the patterns of online behavior observed on these various social media channels is fascinating.

Photography is my profession; my business. I look for results (actual sales $$$). Commercial assignments, portrait sessions, fine art print sales, photography workshops and image licensing. Sure, I have an ego and there are times that I slip too far into the touchy/feely – the nebulous elixir of the artsy-fartsy emphasis on collaboration and everyone feeling good about themselves. That’s nice for social get-togethers at the local gallery, but then the cold, hard reality of cash flow comes calling, again and again.

Which gets back to why I prefer Twitter and why recently I’ve made some changes to my approach toward marketing my work and services via social media marketing. In short, I’m much more comfortable at driving content initially through my Twitter account – where’s there’s more of a clear boundary between what’s business and what’s personal – and THEN flow it to my Facebook business page. Previously I had made the common mistake of welcoming all sorts of “friend requests” on a Facebook personal account and then pumping-out photography business content at an entry point platform that was initially designed more on social acceptance and popularity.

Granted Facebook has been quick to make changes and adapt, moving away from group pages and more toward what I see as business-friendly “fan” pages.

Mashable recently posted a very good op-ed that begins to define the primary difference between Facebook and Twitter, which reinforces the lesson I’ve learned regarding both networking platforms. I’m looking forward to seeing how this will be discussed at SummitUp 2010 next week.

Photography and social media marketing – both a constant learning process. All in all, a good thing.