The internet has done great things to help us market ourselves as photographers, and social media in specific has made it possible for us to reach a large audience even easier. It is a double-edged sword though. While it's true that you can reach more people now, the same is true for everyone else. The social media space has become very crowded and the perceived barriers to entry in becoming a “photographer” have gone down significantly because of this.

Standing Out

How do you stand out marketing yourself as a photographer online, then? Well, that is a whole other discussion, but I would suggest that a good place to start is to go “back to the basics” and adapt an offline component to your marketing strategy. Let's quickly recall a few of the online marketing strategies that we use today, along with a few buzzwords that have become commonplace:

• Social media
• Social networking
• Engagement on Facebook
• Content marketing on our blogs
• RT's and @ mentions of other businesses on Twitter

What would it look like if we stripped away the “online” component to these terms and strategies?

• Social media
• Social networking
• Engagement on Facebook
• Content marketing on our blogs
• RT's and @ mentions of other businesses on Twitter

We're left with media, networking, engagement, content marketing and relationship building. It's no surprise that these are the foundations of “traditional” business marketing, and we've just adapted them to social media and the internet. A lot of the time, though, we've forgotten about the roots of where they came from. Let's explore.

• Media is defined as the main means of mass communication (television, radio, newspapers).
• Networking means to interact with other people to exchange information and develop contacts, especially to further one's career.
• Engagement is a marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand.
• Content marketing is defined as providing consistent, high-quality content that solves people's problems.
• Relationship building is a marketing strategy that recognizes the long-term value of relationships and extends communication beyond intrusive advertising and sales promotional messages.

The Foundations of Marketing

Using these marketing foundations as a starting point, I would suggest the following 5 ways that you can use the basics of business marketing to increase your local awareness offline and ultimately get more business: speaking, networking, press, co-marketing and direct-mail.

I am a big believer in the idea of being specific, giving examples and taking action on what we learn. All articles that I write for my educational website Sprouting Photographer ends with an “action item” that gives a specific point of follow-up. For this article, I'd like to give 18 examples of how you can put into play each of these 5 marketing basics right away.

Speaking

• Give a presentation to a local business clubs re: business portraits.
• Give a presentation to the local Rotary Club about what you do as a photographer.
• Present to a Mom group re: family and child portraits.
• Put on a workshop to teach the basics of photography at the library.

Networking

• Seek out local business associations such as the Chamber of Commerce or a local BIA and become a regular attendee to the networking meetings. Focus on building relationships and not just handing out business cards.
• Personally reach out to local business owners and connect one-on-one. See how you can help each other.
• Attend local niche trade shows and network with the organizers, sponsors and businesses. If you specialize in family portraits for example, a “home show” would likely have many businesses that serve a similar market as you do. This would be a great networking opportunity.

Press

• Donate to a cause and attach your name to a newsworthy event/charity.
• Volunteer your time locally.
• Offer help to the local media – maybe they need photographs, or perhaps they'd like your opinion on a photograph-related topic.
• Send press releases once you've built an established relationship with the local paper.
• Offer to write a column in the paper.

Co-Marketing

• Offer to decorate local businesses with wall portraits and wall art. Display your business card with it.
• Run a promotion with a local business that has a similar audience as yours. You can share each in each other's customer base.
• Exchange a stack of business cards with local like-minded business owners and offer to help market each other.
• Offer a local business a few gift certificates to give their top-tier clients as a gift from them.

Direct-Mail Postcard Mailings

• Come up with a specific, time-sensitive offer and mail it to 10,000 homes in the area via a post-card drop.
• Repetition is key – plan to do one per month for at least 6 months.

Creating a well-rounded marketing plan is crucial for long-term success as a photographer. We need to include online and offline marketing strategies to ensure that we are in front of as many prospective clients as possible. The ultimate testimony to a consistent offline local marketing initiative is when your clients start telling you that they “see you everywhere” – that is a well-executed branding and awareness campaign!

I am excited to share how I made the decision to open my studio. It has been a positive experience for me and I am grateful for the response it is receiving from both new and existing clients.

I had run my business, Yellowhale Photography, for many years as an on-location photographer focused on high end, boutique portraiture. I was very proud of what I had accomplished and the growth that my business had made in that time, but as I approached my 10 year anniversary, I found myself considering the ways in which I wanted my business to grow.

I began making lists, evaluating what has worked for me in the past and what I wanted Yellowhale to become. I thought about what I needed to do to create the business I envisioned. It wasn’t long before I realized that having a physical studio space was key to achieving my goals. By concentrating my sessions to one locale, I could make them more accessible for a broader spectrum of clients and ultimately enhance the service for my existing clientele.

I was able to find a gorgeous space with lots of natural light on the main street in our city. I am so happy with it! Because I am in the center of town, I have greater opportunities to network with other local businesses. In addition to the reception and studio space, there is another room which I can use for meetings and workshops. I can even open it up to guest speakers for interesting cross promotional events. Having a physical space allows me to become a part of the community and invites passers by to come in and learn more about what I do.

One of the surprising benefits of the foot traffic is the local business people requesting sessions for a modern headshot. Between work and social media, everyone needs a presentable, image of themselves that they can feel confident in. Having a studio makes it convenient for these clients to come in and have their portrait taken during a quick break throughout the day.

The majority of my work, however, is focused upon family and newborn sessions. New parents have so much to adjust to in the first few weeks baby is home and having to clean the house in preparation for a photo session just adds to their stress. I am finding having a studio is a blessing for these clients. It benefits my young families as well. Let’s face it, families are busy! By having a studio for them to come to, they are able to enjoy their session with their children in a relaxed environment which ultimately results in beautiful images.

The reception area is filled with examples of my work displayed on huge canvases, in custom frames and wall galleries. Having the physical product on display for my clients is essential to selling. My motto is: seeing is believing, believing is buying.

An added bonus of the studio is that I now have the space to display the full range of albums from my other business, the Dream Album Co. . Our product line has expanded in recent years and having the space to have it all on display for my clients to view is exciting. We also now have the space to have a dedicated shipping and supply room which streamlines our businesses.

On a more personal note, one of the things I am most thrilled about is the ability the studio provides for me to explore creatively. I now have a space where I can play with various off-camera lighting options and with the way the natural light falls in our all-white space. I find myself consistently inspired to experiment here.

Making the decision to invest in a studio can be a difficult one. You are required to completely change the way you do business. However, for me, establishing a studio allowed Yellowhale Photography to grow in the ways I had envisioned and I am excited by all the unexpected opportunities it has created along the way. I am looking forward to celebrating our future anniversaries here!

If I could offer advice to anyone thinking about opening their own studio, the following five things would top my list:

1) Don’t rush the process. Take your time finding your perfect space. If you are uncertain if a studio is right for you, consider sharing studio space with a complimentary business. Another alternative is to establish a meeting space for your sales sessions. Having a smaller scale space allows you the time to grow your business and add to your confidence and security before establishing your studio.

2) Resist the temptation settle. Find a space that is right for you. Make sure the location, the light and the layout all work for your needs. Holding out allows you time to build your savings until you know you have found the perfect spot. Settling for a space to satisfy your desire to run a studio can easily cost you more in the long run.

3) Having a substantial savings is your safety net. Six months salary and operating costs are a minumum, but a year is so much. The moment you sign the lease, you are responsible for your rent & utilities whether you are ready to open your doors or waiting for the renovations to be complete. Having money in the bank also protects you in months where you may not be working due to unexpected illness or injury.

4) Create a support team to surround you. Figure out who/what you need to best support you in your business so you can create a consistent revenue stream. It may be in the form of a team of people (think of an editor, session co-ordinator, salespeople, or housekeeper as examples) or services (child care, a dog walker or grocery delivery to name a few). Having a solid support behind you will allow you the freedom and peace of mind to make your business a success and enjoy your time when you are home.

5) Create a beautiful space for yourself, but allow it room to evolve and grow with you. You will want everything to be perfect for your opening, but remember as you settle in to your space, you will be adding to it. Just as your home has evolved with you over the years, so will your studio.

Opening a studio is a commitment that can make or break your business. Grow into it rather than jumping into it. Before you even look for a studio, ensure you already have the consistent income to cover your daily operating expenses plus what you would need to pay for rent and insurance.

When you can afford to open the best studio, that is the time to open the studio. Do not open a studio and then hope for the best.

Blog post version 1: marketing for photographers

I wrote a draft of this blog post with some very generic information about marketing for photographers. Then I read it. And I didn’t like it! I didn’t think it was as valuable to you as it could be.

As I was reading it I was thinking “how many times have I read this kind of stuff before?” And the answer is too many times to count.

How much value to you is some generic information that is written by someone who doesn’t know your situation, doesn’t know who you are, what you love, what you hate, what your goals and dreams are? Someone who doesn’t know what type of photographer you are or who your clients are.

So it was back to the drawing board…

Blog post version 2: smart marketing for smart photographers

This second version of the blog post is completely different.

This blog post is not for everyone.

This blog post is not for you if you want some generic marketing strategies handed to you on a platter.

This blog post is for people who want to find the marketing strategies that are really effective at attracting more of the right kinds of clients – for YOU!

This blog post is for people who are willing to do some work!

So, are you up for the challenge?

You can reach your goals. And you can get all the clients you need. But it’s going to take some work. And the work starts now.

In this first of 5 blog posts we are going to work through some of the basics. These are things you should have clear in your head before you even think about building a SMART marketing plan.

They are:

Marketing basics

Your message

Your ideal client

Your philosophy/beliefs/values

About you, the photographer(s)

What do you have that is unique and worth talking about (remarkable)?

What have past clients loved and talked about?

What is the #1 reason why clients should/would choose you?

What other things do you offer that will make your ideal client sit up and take notice?

To help you on your way here’s an example:

Our message:

We photograph dogs and only dogs! We love our dogs – our furbabies – and know you love yours too. We are experts at capturing their quirky, unique and lovable personalities.

Our ideal client:

A couple, with no children, who are passionate about their dogs (they “are” their children). In their mid 40s, both working, with a disposable income and they can afford to invest in a photographic session with their beloved pet/s. They enjoy the stage of life they are at. They value their down time and love nothing more than to spend it with their dogs. They value (and can and will pay for) luxuries when it comes to their furbabies.

Our philosophy/beliefs/values:

Fun. Love. Laughter. We believe that life is too short not to have fun. We value love and laughter in both our personal lives and our business.

About you, the photographer(s):

We are L and P, husband and wife. Our passion is our furbabies many of whom have come to us as rescues having had difficult and traumatic pasts. For us though they are our children, we love them for all their quirks. We have been working together as a partnership in business since 1996. Out of this grew an interest in photography and we’ve discovered a way to blend the art that L loves so much with the technology that is P’s keen interest. We’ve decided life is too short to not enjoy what we do to earn a living so we’ve started our photography business and we love every minute of it.

What do you have that is unique?

Casual, relaxed atmosphere – we don’t mind getting down to their level and doing whatever it takes to get those great images. We love animals, this isn’t a job for us, it’s a passion – doggy kisses are ok!

What have others loved and talked about?

“They get to know our pets”
“They don’t rush, they’re happy to work with our pets and their moods”
“They are friendly and personable”
“They go the extra mile to get that perfect shot”

What is the #1 reason why clients would choose you?

We care! As two photographers, husband and wife, working intuitively together we know and love animals and will use that knowledge and passion to capture the uniqueness of your pets.

What other things will make your ideal client sit up and take notice?

We work to your pets’ timetable, not ours – it takes as long as it takes.
Working on location, in an environment your pet is happy in, allows for a relaxed, fun sitting and better photos.
We look for the quirky, unique and memorable moments.

Now, what’s next?

If you would like to send your marketing plan basics to me using this form, I will select one and use it as the case study for the next blog post: Your marketing mix. How's that? I'll basically be writing your marketing plan for you.

If you don’t wish to send it to me, no problem. Complete it, hold on to it and have it handy for the next blog post where we will take this information and work though the key marketing strategies that should make up your marketing mix.

Several weeks back, I mentioned Marketog, a 6-week course for photographers who want to put the buzz back in their photography business.

Several of you dove in and enrolled in the course using my affiliate link. Some of you discovered that it takes work to market your business. No surprises there that marketing your photography business takes work, but what Marketog does is that it gives you a solid framework to make it all happen for you.

Jamie Swanson, who designed the course, has opened the course up again for enrollment and she tells me it closes tonight (Sunday, March 9th).

She also tells me that she will definitely increase the price by $300, the next time she opens it up for enrollment either in the late summer or early fall. I have three words for you: Sign Up Now!

Not only will you save money, but you'll be a whole season ahead, establishing yourself as the-go-to photographer in town.

There is still an insane 45-day refund policy (you have to show that you have done all the exercises though). There is still the lifetime access to the course and knowing Jamie, Marketog will continue to get updated in some interesting ways. And then there is the helpful and private Facebook forum where ideas and inspiration keep flying back and forth so rapidly that you will never be left thinking you are in this alone. In fact, you will be in very good company. I am enrolled in this course.

You want in. I know it. I keep getting these private messages asking me what I think about Marketog. If it isn't the best thing for you, a) I wouldn't be recommending it and b) you can always get a refund (provided you do the work).

But I wondered what I could do to help you market your business and then it hit me.

No joke, I suspect the value of this interview with you is at least $500. Does that inspire you to sign up for Marketog now? I hope so.

So, that's how you put the buzz in your photography business.

But you are going to have to sign up for Marketog pretty quickly. At 11.59 pm EST tonight, the enrollment closes and my bonus offer vanishes as well. I look forward to connecting with you.

MS Awareness Week 2014 is from March 3 to March 9th this year. The timing couldn't be more perfect for me to speak with West Hartford, Connecticut photographer, Mike Marques about his long-term project, photographing people in and around Connecticut who are battling multiple sclerosis.

Marques' three-year project, a collaboration with National Multiple Sclerosis Society – Connecticut Chapter is called “I Am A MoSaic.” Here is a small selection of images from that impressive project:

Here is my interview with Mike Marques' about “I Am A MoSaic” project:

Learn about why Mike Marques began the project, how he collaborated with a national organization, hear what it took to connect with his subjects and finally discover how he chose to celebrate their lives.

Mike Marques inspires me and I hope he inspires you as well.

As a photographer, Zack Arias is a name you must know. He is a photographer, teacher and author who is known for his candid take on the state of this industry that we all love. Every time I have come across him – as a public speaker at a conference or randomly on the streets of a city – I am always left in awe of his humility and his generosity towards photographers.

Several years back when Zack was on the road, visiting city after city teaching his simple approach to off-camera lighting to photographers who were either confused or scared of their strobes, I managed to attend first his workshop in Boston and then later in New York City. These were the famous OneLight Workshops that I may have referred to here on this blog from time to time. I can honestly say that Zach was one of the first people to demystify off-camera lighting for me. If you went to his workshops let hear a collective “Amen” below in the comments because I think only you folks know what I am talking about.

Instead of dreading my Nikon SB-900's, I embrace them, play with them and treat them as toys. I keep making creative mistakes and learn from them. It's really the very foundation of Zack's teaching, I believe. Now, my memory is fading so forgive me if I get my facts all tangled up. Either the workshops came first or his OneLight DVD came first, but having experienced both, I felt I was in lighting heaven. Again, if you attended a workshop and own version 1.0 of the OneLight DVD, please comment below. I want to know who you are.

Zack just announced a new project called DEDPXL that I want you to look at if you are serious about embracing off-camera lighting.

Zack also announced OneLight 2.0 (though this time it will only be available as a download). Check out the intro video below for it. From what I can tell, DEDPXL is both a store and a school. The first assignment and all those that will focus not so much on technique but in guiding you to see better. If you are serious about constantly improving your photography, I would take Zack up on this monthly assignment and join the Flickr group to post your images.

The video is 7 hours long! I thought version 1.0 of the OneLight DVD was exceptionally produced and I am willing to bet this new version is going to rock your socks off. [I do not make a dime for saying so … just passing on a resource you shouldn't miss.]

Right now, OneLight 2.0 is available for pre-order at the crazy low price of $50. I recall the original DVD costing $150 or so and was still a great deal. So, if you are looking for a great resource to learn off-camera lighting, THIS IS IT. The full video download will be available on March 31st or soon after.

So, you are probably wondering if I am going to buy the new version of OneLight. Is that your question? You bet I will because with me, the learning never stops. How about you?

We all want our photography businesses humming with happy clients, right? (let's nod in agreement) Often, though, we don't know how to get from where we are to where we want to be in our businesses. That's fine. It's a learning process and it takes time. Imagine, though, if in addition to your own effort (hey, elbow grease is always required in photography) you had someone guide you through five ways that will fast track your photography business to success? Won't that be fun? Won't that be a little bit easier? Won't that save you time? Won't that help you make more money and quickly? For me, it's a yes to all those questions.

I routinely look to my peers to see what they are doing, not so much so that I copy them, but to learn and adapt some of their steps to my own method of working and delivering photography to my clients. I just came to know about this wonderful series of workshops that my friend Jeffrey Shaw is hosting for photographers.

Jeffrey is a photographer with a 30-year track record of success, an author, a speaker, a teacher and a mentor to many in his mastermind courses.

Several months ago, I met Jeffrey and was blown away by his approach to business. I also knew instantly that he is a gifted teacher. His philosophy and methodology were in synch to how I wanted to pursue my photography business in Connecticut.

So, when Jeffrey has a course or even presenting a webinar, I tend to sit up and plug in to listen to what he has to say. The workshop series Jeffrey has just launched cover the following topics:

Remote Sales – February 12th, from 1 pm to 3 pm EST
Auction System – February 19th, from 1pm to 3 pm EST
Touch Points – February 26th, from 1 pm to 3 pm EST
Perfect Clients – March 12th, from 1 pm to 3 pm EST
Features vs. Benefits – March 19th, from 1 pm to 3 pm EST

The workshops are individually $75 each or you can buy and check them all out for $300.

I spoke with Jeffrey a few days ago and here is our chat about the workshops he is offering:

So, you are probably wondering whether you should jump in and register. I get that. I am exactly where you are. Lots of options out there, but for quality education one would have to travel, book a hotel, spend a few days away from the family and then come back home to deal with that imploding email inbox. I've been there and done that and I won't do that again. I prefer being able to learn on my time, from the comfort of my own home where I can quickly put into practice the kinds of things Jeffrey is set to teach me/us. More importantly, what makes Jeffrey's workshops so enticing to me is that I know they are filled to the brim with incredible value. Just knowing Jeffrey and how he has over-delivered in the past makes me very confident in recommending this series of workshops to you.

Here is your chance to have Jeffrey fast track your photography business to success in 2014. Do you want in?

The first one is set for today, at 1 pm. Join me.

Growing up in India, one thing you can't miss is seeing millions of people dependent on clean drinking water. You'll see lines of people swirling around villages, waiting for trucks to deliver much needed water. Or, another common sight are clusters of women (I've almost never seen guys do this for some odd reason), carrying heavy pots of water on their heads, from wells or hand-pumps to their homes. I've also witnessed people eking out a living in parched landscapes thanks to an extended drought and corrupt politicians whose policies almost always fill their own coffers. It's enough to make me feel blessed with what I have access to on a daily basis.

Water has been on my mind for a long time and because we are all equally dependent on it for our very survival, I figured this was the year that I would step up and offer my services to Thirst Relief International for their annual mentor auction that kicks off on February 6th. I join over 50 other photographers who have chosen to donate their time and even some goodies for those who bid and win the Ebay auction. Lots of details about how you can find and work with a photography mentor here.

As I said, there are lots of choices and some truly amazing and generous photographers. While I am not asking you to bid only on my mentor auction, I would be thrilled to work with you.

I wanted to know more about Thirst Relief and so I asked Adam McKibben, the organization's Director of Communications to take a few minutes to discuss how the group came to work with photographers and what its plans were for the future. I suspect what you are about to hear will inspire you.

More about Thirst Relief International.