are endless steps you can take to improve your career in photography marketing.
The first step you should consider is figuring out what kind of photography you
lean towards. What kind of pictures do you enjoy taking and what kind of
subjects do you think you are good at capturing? There are people who can
capture a landscape photo, but don’t know how to take an appealing picture of
food. It’s imperative to find your strengths and weaknesses.
fact, it is usually easier to build a brand on a specific field of photography,
so your clients also know your strengths and what kind of photography they will
be see from your service.
may be appealing to get as many clients as possible, but this instinct may be
misleading. You want to get the right customers who are looking for what you
have to offer. That way they are more likely to return for more, as well as
refer you to friends and family, which is far more important than making $100
from one client and never seeing them again, or worse, getting negative public feedback.
helpful strategy is keeping track of customers. Not only is it convenient to be
able to pull up records in case someone has a question or a comment about a past
shoot, but it will allow you to contact previous clients to remind them of your
abilities and your availability for another photo shoot. It is also a good idea to make an email list
of your clients and email them periodically to update them about your recent
jobs, as well as any promotional offers or updates.
with many fields, social media is a critical marketing platform for
photographers too. Everyone knows Instagram, Facebook and the other top social
media platforms, but many people don’t consider using Pinterest or blog posts. People
can be reached on a variety of sites, so make sure you market yourself on all
relevant options to increase your reach.
be sure to reach out to non-profits that coincide with your interests and your
kind of photography. You may not be able
to be paid for this kind of service, but you will be able to build your
portfolio and your exposure with these organizations will help to build your
reputation and demonstrate your skills.
last tidbit of advice is to make connections with the people who hire you for
shoots. Never be afraid to ask for a reference and/or a review.
whatever field you decide to follow, there is a lot you can do to take your
career to the next level, but with all of these steps listed above never forget
to stay true to who you are and why you’ve chosen this career. Learn more here.
for a sports team is a very different animal than marketing many more
conventional products. Sports marketers still use media like radio, TV and
social media to reach their target audiences, but their goals and messaging is
rarely what would be considered a direct sale or ‘buy it now’ approach. Instead,
their focus is on building relationships to foster fan loyalty and manage
different fan experiences. While there certainly is a degree of selling branded
products and navigating sponsorships, for the purposes of this blog we will
focus on the fan relationship.
It’s Not All About Product Sales
Of course sports marketers want to encourage more people to
watch games and attend team related events, but most sports marketers aren’t
focusing the bulk of their efforts promoting game night. A good example of this
is the approach the Brewers took. They made a point of positioning themselves
as the team of all Milwaukee residents and their fans are the exclusive reason
they play. The “we are your team, we are you” approach was part of a larger
push to build fan investment in the team to people who aren’t necessarily avid
sports fans, but still want to be connected to their community.
Generational Connection Building
Another huge part of what sports marketers are doing is fostering
connections with the new generation of fans. Younger fans are less likely to
find the hometown connection compelling. Many people who feel they are sports
fans grew up with a family connection to a particular sport or team. Tapping
into that youthful “Wow” factor and creating an engaging experience for a
younger fan is a sure-fire way to foster a life-long love of the team. Growth
of long-term relationships and hero building within younger demographic groups
is like banking positive social capital to build a community around the team.
The Party Goers and Families
Along with younger fans and family groups who go to a game day for a fun
outing, are the party goers. These folks are primarily looking to have a good
time, often involving alcohol. Offering a combined experience for these two
groups is a balancing act with thin margins as family groups are less likely to
be tolerant of rowdy behavior. Family oriented experiences like mascot races
are a great opportunity to cater specifically to younger fans interests while
giving more excitable fans a chance to stretch and grab another beer.
While most of us will be satisfied with some nice bowl seats, there are
always the ever coveted box seats. This is an entirely different experience
than the groups we have previously mentioned. While there are most certainly
avid sports fans among the corporate seat and box seat owners, these VIP
sections are geared towards those who want to see and be seen. These high end
experiences are often carefully choreographed to ensure the best experience for
the highest spenders. Much like first class on a plane, there are often
exclusive perks related to having such seats like better food amenities and
At its core,
sports marketing is the business of relationship management and experience
building. Unlike most product driven industries, sports marketers do not have
direct control over their ‘products’ as injuries and play controversy can arise
within a moment’s notice. Emotional and experiential memories last for a long
time and can be difficult to reverse if negative. Mastering the promotion of
ancillary experiences and community management creates and grows fan bases
Marketing musicians and their music can be tricky because the consumer decision making process tends to be inverted when looking for new music. Traditional decision making starts with a need and ends with a specific product being chosen. In music, most fans already have a specific band in mind and will be drawn to music that satisfies a similar need. Because of this structure and the intensely competitive nature of the music industry, it’s important to focus on the key elements that will make you succeed not trying to be everything to everyone.
Tip #1: Document Your Existence
This seems straightforward, and it is, but it’s very easily overlooked in the chaos of managing all of the other aspects of a band, your music and touring. The long and short of it is simple: get on social media and get posting! There are dozens of platforms to choose from like Facebook, Twitter and Instagram but musicians have a few more platforms available for them specifically like Reverb Nation. The best way to choose what makes sense for you is to see where your audience is. If you’re playing in a Jimmy Buffet cover band, you’re probably not going to need Twitter since your core audience’s age range shows they are more likely to use Facebook. Instagram tends to be a universally great platform because it is so visual and is specifically geared to show short clips of video, audio as well as snapshots of your gigs.
Tip #2: Engage! Engage! Engage!
There’s nothing worse than having someone talk at you without ever waiting to hear your input. Don’t let your social media and communication efforts do this either! Engage back with your audience and make them feel like their input in your growth is valued. This doesn’t mean you have to go out and like, follow, and comment on everyone of your fans’ profiles, you have bigger fish to fry. What this means is that you should post polls or open-ended questions asking you audience simple questions like “Where’s your favorite local venue” or “What do you use to stream music most” and then following up on those answers. If their favorite venue is Reggies Chicago, start making friends with their booking agents and get a show there. Likewise, if an audience member is asking you a question, reach out and answer them. Sometimes you have to have hard conversations too, not all communication is positive but finding a solution will always be better than letting something fester and grow out of proportion.
Tip #3: People Like Winning Stuff
Winning stuff is always a good time, what’s better than free? Promoting contests for a free pair of tickets to your next show or a free tee shirt and CD is a great way to get a lot of people excited about you and get them talking about your next gig. Band/artist meet and greets are a great giveaway prize as well and have the potential to turn into a great opportunity for future content. When planning out your promotions, be sure to look into your area’s rules as well as any platform specific rules since these can have a big impact on how you are able to structure your campaign.
Tip #4: Post Fan Content
Everyone is looking for their fifteen minutes of fame and the chance to get put in front of a lot of people is one most people won’t pass up, especially on social media. Ask your fans to take pictures or videos of themselves at your shows and then share it with you. Not only is this a great way to build up content to post on social media, it’s an ever better way to give back to your fans. As you post more fan content, your fan base will get more engaged with what you’re doing. It gives your music a sense of authenticity and shows you care about your fans just as much as they care about you.
Tip #5: Influencers are a Big Deal
Terms like ‘social media influencer’ or ‘content creator’ are thrown around much more frequently now than ever before, and with good reason. The internet has allowed people to connect with each other and share their opinions at an unprecedented scale, the best respected rise to the top as influencers. Music critics are among these individuals and can do wonders to help grow your fan base. Send your latest album or demo to prominent critics and social media influencers to be reviewed. If they like it, you’ve just reached all of their audience that trusts their opinion and are now interested in your music. If they don’t, take it as a learning experience and try again. The feedback from influencers can help guide your efforts and growth, an objective opinion is invaluable in the music industry.
Tip #6: Polished Websites Get More Traffic
If you don’t have a website, get one! Websites are your custom storefront and window into your band. You’ll want to be sure to have a place where your music can be purchased, show schedule, videos and pictures from past shows, and a place to contact you for booking. Your website should be your hub for all of your digital efforts. Physical press kits have fallen out of vogue, and in their place artist websites have risen to the top. A well-built and managed website will show up in more search results and offer fans a taste of your personality as a musical artist. If you’re not sure how to setup your own website there are dozens of free tools to get you started and web professionals that can take you to the next level.