Wedding photography is one of the few truly stable sources of income for a photographer. But to succeed in this business, it is not enough just to have the right equipment and know how to use it. After all, if you do not have orders, neither equipment nor skills will help you. As with any other business, you need to know how to properly market yourself. We have translated for you an interview with Jason Tables from bhphotovideo.com and professional wedding photographer Paige Denkin from Going Home Photography & Films, in which she shares her own marketing strategies and tips for aspiring pros.
Jason Tables: From a marketing standpoint, what is the number one piece of advice you can give to someone who is just getting into wedding photography?
Paige Denkin: Know Your Why [вы хотите этим заниматься] and find your niche. This is always the first step. Next, invest in an SEO (search engine optimization) education and learn everything you can about social media advertising.
How do you use social media to promote your services and grow your brand?
I allow myself to mix my personal life and professional brand, and social media is the tool that gives me this opportunity. In addition to paid advertising, platforms like Instagram allow you to interact with the community, building trust and building the ideal customer base. Naturally, the people who follow me and interact with me online do so because they like my style, my voice and my work. By being honest and transparent, I build trust with the community and vice versa. This is a natural method of building a community of your customers, who often become lifelong friends in the process.
Are you investing in online advertising? If so, what platforms would you recommend for advertising?
Yes, Facebook is still the best option at the moment. They own Instagram and allow you to post on both platforms at once, which is very convenient. You can also use demographics to narrow your ad reach so that you only advertise to people who have similar hobbies and passions and are located where you work. Google Ads is another option that can be very effective if used correctly. However, only the promotion of posts and the publication of advertising will not work. It makes no sense to spend a lot of money on bad advertising. The advertising process should start slowly while you keep track of which ads are bringing in the most requests, site views, and so on. You can then invest more money in advertising that works best, develop a mailing list or sales funnel, and ultimately become an essential resource for anyone planning a wedding or “love escape.”
What about content marketing? Do you have a YouTube channel? Blog?
Blogging is very important for SEO, plus it helps build a strong brand and gain the trust of potential customers. It can be used not only for filming and weddings, but also as an educational resource for the community. It’s important to be the resource your customers need. For me, the most enjoyable form of content marketing is holding stylized photo shoots in new locations. This allows you to connect with new vendors in new locations, explore new locations for current and future projects, create work to advance in new niches or attract interested couples.
We also have a YouTube channel that we use for our wedding videos (we post them on our website too) and a Pinterest business account. The best place to advertise is where your ideal client spends their time. Not all couples are as active on Facebook (as important as cross-platform Instagram posting is to us), but almost all of them save ideas via Pinterest!
How has the pandemic affected your marketing strategy?
The pandemic has completely changed the wedding photography industry, marketing included. The online marketing strategies I talked about have been and will continue to be extremely important, but the industry is reshaping and starting to focus more on “love escapes”, intimate weddings and so on.
Everyone needs to reconsider where to invest and what the world will look like in the next couple of years. We have built a brand based on international travel and we have chosen not to promote it during the pandemic. This gave us the opportunity to review the situation, restructure it and rebrand it. I think the world of weddings and “love escapes” will change a lot.
Do you use any offline tools?
Networking to generate referrals is still an important part of marketing and usually requires interaction outside of social media. We share our work with vendors, work with other photographers and industry professionals, create referral incentives for past clients, work with real couples in stylized shoots, offer educational resources for creatives—all of these are ways to build a community, expand reach, and make sincere connections. with people.