20 Tips for Marketing Professional Photography Online
A photographer friend of mine – let’s call him Tom – needed tips on how to launch and market his work online. Since I make my living helping companies market themselves, he asked for my advice. It’s my hope that this post, by way of reply, will help Tom and other professional photographers find online marketing success.
First, some background: Tom’s been shooting seriously for about 10 years. In my estimation, he’s qualified to teach most college courses on digital photography theory, lighting, composition, work flow – you name it. His understanding of computer software is exceptional too. He has over 20 years in software development and his technical understanding runs deep. To round things out, he’s got a longer planning horizon than most people I know and has organization skills that, frankly, put most of us to shame.
But like many artistic and technically oriented people, he’s quick to share, “…the whole marketing thing has me a bit overwhelmed.”
The good news for Tom is he’s got all the hard parts already nailed: 1. He knows his craft 2. His work is impactful and connects emotionally 3. He shoots around “themes”, not just one off shots. 4. He’s accumulated a critical mass of digital assets (over 20,000 images). In other words, he’s ready to publish.
The Challenge: How to successfully market professional photography images and services online.
The Solution: Start with a broad, well thought out strategy. Then execute consistently.
The bulk of this post will talk about building a web presence and summarizing the top online marketing opportunities photographers have. But first let’s start from the perspective of an overarching Marketing Strategy. As you read the following, keep in mind the goal is to execute consistent branding in all offline and online activities. Whether someone is talking to you face to face, reading your printed material, or looking at your online gallery, they should be getting consistent messaging.
The following primer on marketing your images and services online makes a couple of assumptions:
A. Limited Budget: You have a somewhat modest budget – and may want to avoid writing big checks to Google, Yahoo, and Microsoft to buy lots of sponsored ads on search result screens (otherwise known as Pay Per Click ads) or have your work displayed in banner ads across thousands of high traffic websites.
B. You’re Not A Household Name: While very good – maybe even extraordinary – you’re not as famous as you want to be.
Do You Know Where to Aim?
The first step in strategy development is to identify your target audience.
Ask yourself is my (or will my) work show up in Print Media? Annual Reports? On Merchandise? Restaurant Walls? Galleries? Stock Photography Sites? Somewhere else? There are different buyers in each example, and they each require their own unique messaging. Bottom line: determine your audience before you aim your marketing rifle.
Brand yourself.
Russ Roca of Long Beach, Califiornia, for example, is the “Eco Friendly Bicycling Photographer“. I have trouble remembering Russ’ name, but I can always remember ”bicycling photographer” and “Long Beach”, so looking him up with Google is a snap. Here’s another example: When I type “painter of light” into Google, Thomas Kinkade comes up first in search results. These artists really nailed the branding thing!
You’re a professional. No doubt you know how to stand out and get noticed… At least offline.
The objective now is to integrate your offline and online marketing strategies.
Excellent Work Demands Excellent Presentation
Developing an excellent web presence requires thought, understanding, and a technology framework that doesn’t get in the way. Your website is your portfolio. As such, nothing, nothing, is more important to your marketing success than creating a good experience for your visitor.
Why, then, are so many photography sites awful?
The reasons vary and each bad site represents its own unique blend of reasons. Most are just not organized well (in web design parlance, that’s “Bad Information Architecture”). And then there’s the garish background colors, the slow loading Flash intro, the hard to find and harder to understand navigation, the intrusion of branding from the 3rd party website provider, and the list goes on.
A Word About Scope
A strategy for marketing photography online must consider the following:
- Development of a quality website
- Building and maintaining a social networking presence
- Setting up profiles on search engine and photography specific sites
- Publishing articles (text, audio, video) relating to photography
- Developing affiliate relationships
- Search Engine Optimization and Search Engine Marketing
- Managing your brand reputation across the web
Getting Started
Okay, you’ve identified your audiences, you have a comprehensive marketing strategy, and a critical mass of work to sell or license. Here are some tips for my friend Tom and other professional photographers who are looking for a primer on marketing their work online:
20 Tips for Marketing Professional Photography Online
How much scope you’re prepared to bite off depends on your situation. Ambition might demand you do it all and more, or reality might suggest something more modest. Your choice. Here to jump start your efforts are 20 Tips for (Successfully) Marketing Professional Photography Online:
1. Know thy Audience (and they’re not you)
Design your site with your audience clearly in mind. If you’re a commercial photographer – or do head shots for a living – your presentation will likely be different from those of say wedding or fine art photographers. For example, a fine art site will often have little or no text, while one focused on corporate portraits and annual reports may contain substantial text and have a bottom line, net/net manner about it. Check out some top sites in your category and get a palpable feel for this.
The takeaway here is to identify your key audience(s), target all of your messaging at them, and communicate in a voice that’s consistent, interesting and compatible.
2. Bar Napkins and Information Architecture
Frame out your site architecture first. Bar napkins or recycled bags and a pen work fine for this. Your web designer and marketing strategist can always translate those hieroglyphs into nifty mock-ups.
Being visual creatures, photographers tend to want to jump straight to the imagery. In web development, that’s usually a mistake.
Focus on the architectural things initially, knowing that the pretty face can be painted on later. This saves loads of time and hassel, since it’s easier to re-draw the bar napkin than rearrange style sheets and html coding. If your web designer insists on using prototyping software, that’s fine. Give her the napkins. Whatever.
Why is Information Architecture (IA) important?
Studies have shown you have about 5 to 7 seconds to answer two critical questions for a new site visitor:
- Am I in the right place?
- Am I in the best place?
Take longer than 5-7 seconds and you’re site is history.
The purpose of IA is to hook the visitor and then funnel them as quickly as possible to more focused, relevant messaging. In order to do this, your site architecture must support excellent organization of information, intuitive and consistent navigation, and a cadence of dialog that’s paced appropriately, e.g. beginning at overview level and drilling deeper and deeper into the detail, all the time with clear pathways up and down. This is analogous to a conversation you might have with someone you’ve just met at a meetup. You start with introductions and mutual sizing up, and then drill down to details in areas of mutual interest.
For a simple “dog and cat” example of effective architechture and funnelling, here’s a non-photography site that demonstrates these principles quite clearly: Mesa West Pet Hospital. The hospital’s audiences are 60% dog owners, 30% cat, and 10% other. Typically dog owners are not very intersted in cat or exotic animal care and vise versa.
You can see how the landing page addresses all 3 audiences and acts to quickly funnel them (through imagery and navigation) to the relavant inside pages for more targeted messaging. Navigating the site is consistent and intuitive. Apply those concepts to your photography site. If you do corporate portraits and commercial food, and sports for example, separate those audiences as soon as possible (and get yourself some counseling while you’re at it! Yikes!)
Couple of final points about AI for photography websites: Don’t distract your visitors. Let the focus be your art and let your art do most of the talking. Consider using your images – rather than text – to visually lead users through your portfolio. But once the visitor is connected with a particular image they naturally want to know more – and this is when the details and story behind it should be somehow revealed.
One last, emphatic point: Don’t bother trying to protect your images from being copied (i.e. right click > save). A sure sign of an amatuer is the one who is attempting to secure their online images with some funky online security coding and/or pop up warnings or by plastering their name obtrusively across every sample image. Before going down this awkward path, ask yourself what you’re trying to protect. Usually what’s at stake is a rather small, low resolution image unsuitable for quality printing at any size. Next, realize that no matter what technology you use – Flash, JavaScript, bio-neutron retina scanning or whatever – users will always be able to grab your sample stuff off the screen.
A better approach is to welcome the viral adoption of your samples, knowing that sooner or later it will lead to sales for the high resolution version. To encourage this, you should of course do everything in your power to watermark, name, tag, or otherwise brand your samples with contact info.
3. Alternate Landing Pages
Landing pages are like home pages, but vary depending on search terms a user uses to find you. You see, if a user gets to you via a search term, they’ve already communicated their primary interest. Using our example above, why have the initial page talk about cats or exotic pets if the user found your site by searching for “dog hospital”? The use of landing pages can get way more sophisticated, for example in variant testing of the effectiveness of particular page design and “calls to action”, but that’s beyond the scope here.
For an example of the landing page concept in action see how Mark Robert Halper’s site skips the home page and goes directly to the Architectural Photography area of his site on a search for “architecture photographers orange county”. If you use or plan to use Sponsored Search (paid search), connecting different Search Terms to different custom landing pages enables you to more tightly message to a visitor’s interest. If a searcher types in architectural photography – I want my immediate messaging to focus there, but I don’t want to lose the introductory elements of my home page. By having a landing page for Architectural Photography visitors, I can avoid greeting the visitor with portrait or celebrity photos, which Mr. Halper’s studio also does, while still making the proper introduction to the Studio.
Note: Alternate Landing Pages are probably a phase two implementation for most beginners. The goal of the initial project is to get the site live, not perfect, and from there to iterate it over time with more features, content and sophisticated techniques.
4. Determine your Call to Action
What outcome do you want from a user visit to your site? What outcome do you want from that user’s visiting a particular page? Ask that question for each page you create. Some popular calls to action are:
- Contact me by phone, email, text, chat or fax
- Order a print or merchandise online
- Subscribe to an email list
- Follow me on a social network (twitter, facebook, linkedin, flickr, etc.)
Calls to action may be subtle or wildly obvious, but no site can be successful without them. Painstaking care must be taken to ensure that every page influences the visitor toward its call to action.
A very simple call to action example is the phone number. If the primary call to action is to have a prospective client call you, that number should be clearly visible and emphasized on every page. No scrolling. No searching around. You may want to revisit the Pet Hospital site to see an example of how one business implemented this.
Make sure the call to action works. How many of us have been on sites where we’re ready to take action – perhaps spending time filling out forms, or entering our email address – only to find the submit button doesn’t work or doesn’t work properly? Test all forms, check all contact information before launching a site – and then periodically afterwards, because stuff changes.
5. Get Creative With Templates
Avoid implementing non-customized, off the shelf templates – unless you want your portfolio to look just like everyone elses (SmugMug users, you know what I’m talking about).
The tools that third party sites offer for customizing templates seldom deliver the site the photographer was hoping for.
What then to do?
Some photographers, being engineers at heart, will attempt to learn the underlying CSS, HTML, javascript, and other skills to do their own customizations. In my opinion, this is analogous to the client who decides to become a professional photographer to save the price of the headshot. Smart business people will outsource the work for less overall cost and a better outcome.
6. Don’t Flash ‘Em
I don’t really like Flash - for a whole host of reasons. Use it as a highlighter, if at all. That’s right, limit your use of Flash.
Why?
Because it’s heavy, slow, costly to change and maintain, and usually forces the user to passively “watch your commercial” when what they really want to do is drive themselves around. Too often Flash simply gets in the way of your art.
Letting a user choose what they’re drawn to, on the other hand, and enabling them to interact freely with it, makes for a more interesting and engaged user experience. Oh, and Flash doesn’t work on the iPhone nor in about 10% of PC/Mac users environments, so all those neat movies and navigational techniques go missing in action.
Don’t get me wrong, there are some notable sites that use Flash, like the inside pages of Marian Kraus’ Commercial Photography site, but other simpler, cheaper, more ubiquitous technologies can serve the same purpose.
A good use of flash as I mentioned earlier, is for highlighting. For example, check out the interesting way Mark Robert Halper Photography uses it here. It’s eye catching how the young woman unexpectedly walks past a seemingly still image. (however, she does it every 12 seconds, which gets annoying real quick and should be limited to 2 times, tops)
7. Simple Eloquence
However you accomplish it, orient visitors quickly and keep things calm, simple, organized and highly impactful.
One way that sites do this is to have a landing page with nothing more than 4-8 images representing their very best work. Each image is large enough to be impactful, yet as a group they still show “above the fold” (no scrolling). Another popular layout is to have a Rubik’s cube like design of 16 or more small thumbnails that control the display of a single larger image.
Be brutally selective. Leave weaker images out. Even when doing so creates design challenges for a page. Only have 15 exceptional shots but a page design with 16 placeholders? Change your page design to 12, for example, rather than put that so-so 16th image out there.
Using the bar napkin tool mentioned earlier, you (and/or your design collaborator) will no doubt design a site that presents your art with subtle eloquence. (If your art is raw and in your face – or otherwise doesn’t fit the word “eloquence”, replace it with another adjective that describes the mood and vibe that’s right for you)
8. iPhone Browsing in Church
Should your site play music? Uhm…Let me think. Here’s the short answer: No. Here’s the long answer: No no no no NO! First off, you have little if any control over the user’s audio environment – and say their volume is inadvertently turned way up so that your cool new wave techno vibe – instead of setting a rich mood – has them diving for the volume control with one hand while they click your annoying site away with the other. Secondly, there are lots of times a user doesn’t want to broadcast their activity (e.g. they’re at work, or at home with a sleeping baby in the next room, or iPhone browsing in church…whatever). And we haven’t even discussed the subjective tastes in music that there are.
But if you feel you just HAVE to do music, have mercy on your visitors and have it stop automatically after about 30 seconds. And don’t have it play again unless the user specifically asks for it. And not just for that page view, but keep it off as the user returns to the page during their visit as they often do.
Nuff said.
9. Hey, How Did You Two Meet?
How will your audience find you? Tip #9 is about building search engine optimization (seo) into everything you do. Envision what search terms someone might use and make sure you build the most relevant ones into every image description, url link, page title, and throughout the content on your site. And everywhere else you find yourself publishing on the web for that matter. (bonus tip: Google offers free and powerful tools for developing keyword lists.)
Here’s a simple example of seo as it relates to this picture of a river, snow, and evergreen trees. There are essentially two elements for every image that can be read by search engines (assuming the coder maintained them, which is not a requirement). The first is the “Alt” tag, short for Alternate Image Tag. The Alt Tag contains text that displays on a web page when an image is inadvertently missing from the server. The second is the “Title” tag, which contains text that displays when the user mouses over the image. A good SEO discipline is to code both Alt and Title tags with search engine rich terms. So while “river, snow, trees” might be descriptive, it wouldn’t show up on a Google search for “photos of the Merced River in Yosemite Valley”. SEO is part art and part science so there’s no correct or incorrect way to code an image. The photographer in this case chose to code the title tag with “Merced River, Yosemite Valley by T.F. Anthony (www.TFAnthony.com)”, as a mouse over shows.
While you’re at it, put the free Google Analytics code on your site. Google Analytics will enable sophisticated reporting on site traffic: e.g. the number of unique visitors, number of total visits, how long visitors stayed on each page, how visitors reached your site (direct url or through a search term or referring site), how many “goals” were achieved (such as email addresses submitted or contact-me forms completed) and much more.
Add social networking links to your site too. Make it easy to go viral by building in links to all of the social networks. (Flickr,Twitter, Facebook, YouTube, etc.)
10. The Immutable Reality of Online Marketing
OK, you’ve architected a great site that’s impactful, eloquent, visually arresting, well organized, easy to use, fast loading, search engine optimized and works in all the popular browsers and monitor sizes too – including behemoth 42 inchers, 11″ laptops and cell phones. (Whew!)
Now what? Well, if you believe in the wishful philosophy, “Build it and they will come”, then your work, my friend, is done. Kudos all around. Drinks on the house.
But maybe you’re shooting photography in a dimension apart from the Field of Dreams – or maybe it’s just that you’re not certifiably naive – so you already know there’s some marketing work to be done. Yes, directly ahead of you is the business imperative to generate traffic.
11. Paid Advertising
Paid advertising refers to Sponsored Search Results, Banner Ad placement, Online Videos and the like. Below is an example of sponsored ads associated with a Google search for “orange county ca architectural photographers”. (Note: the map – and listings to the right of it – are not sponsored ads. More on this shortly)
The beauty of paid ads is that they’re like water spigots that you can turn on and off at will. Need instant traffic? Just open an account with Google, YouTube, Microsoft, Yahoo, Facebook, LinkedIn or the like, and have your ads drive traffic to your site almost instantly. All it takes is to budget the maximum spend (per day, month), tell them where you want your ads to show (geographically), create your ad text and search terms, and enter your credit card.
Paying for advertising can be (should be?) a serious, hand wringing step. It begs some sober thinking beforehand about how traffic will translate to revenue – ideally more revenue than the cost of said advertising. Big ad companies, like Google, MSN, and Yahoo, provide tools that help you set visitor goals and quantify the related Cost Per Action (CPA’s are things like a customer completing an online order for one of your prints, a contact form submission, an email subscription) so you can track your Return On Investment.
If you’re just starting out and have no marketing momentum – or just want to hit the ground running – consider paid advertising. (Here’s a financial tip: redirect the money from those lame yellow page ads to some online pay per click advertising that will actually drive business your way!)
12. Your Organic Garden
This tip is about Organic Search and Optimizing for first page search results placement. Organic Search Results are those listings you see in the center of the results page, as shown below. Search engines provide these listings at no fee to the companies listed. But while search engine companies don’t charge for organic listings, the cost – in terms of consulting fees and labor – of attaining and maintaining a high search result ranking can be quite high and depending on how competitive the search term, virtually impossible for many businesses.
Why? Well, competition is the main culprit. As you can see in the example below, the number of hits for “orange county ca architectural photographers” was 85,400 (top right), and only 10 show on the first page of results. Almost no one I know looks beyond page 2, Ever. On the other hand, if you’re a top revenue producing architectural photography firm headquartered in Orange County, California with say twenty years of experience, and lots of impressive clients, a first page placement should be well within reach, particularly if you’re practicing a good many of the 20 tips listed herein.
Organic Search is like a back yard vegetable garden in one sense. While it costs less out of pocket to grow your own food, the growing season is long and the real cost in time, labor, and money is often more than the alternative.
Search engine companies work very hard to supply their search customers with relevant results. They hate it when sites try to scam them into including them in search results when they’re not what their customers are searching for. They spend incredible amounts of time adjusting their algorithms to weed out offenders and in the end they usually do.
The carnival hawkers of Organic Search Engine Optimization will no doubt guarantee you top placement, instant results (and any stuffed animal on the top shelf) for a significant chunk of your change. Just know that no one can really guarantee you that. There are no durable black magic shortcuts or painless pathways to organic search engine placement. Better to find a reputable SEO firm that will help you build durable placement over the longer term.
Practice good SEO fundamentals, and consistently code your content on the web with search engines in mind. Good search placement is the result of hard work performed consistently over time. This includes search term optimization and other marketing efforts across your internet footprint. Remember, the footprint is growing almost daily and today encompasses a brand’s website, the social networking sites, review sites, and profile sites like Google’s Local Business Center Listings, Yahoo Local, CitySearch, and more.
The map above, with the red pins, is an example of a Google “Local Business Listing”. They’re free and absolutely crucial to your marketing if your business is focused on the local marketplace. To qualify for a Local Business Listing account, you must have a physical address that is certifiable by Google. Other sites like Yahoo Local, CitySearch and many others provide local business listings as well, though features and pricing differ widely from vendor to vendor.
Your marketing strategy should consider all search engine marketing opportunities – paid, organic, local listing – and choose the combination that best fits your situation and budget.
Don’t forget your built-in network. Online marketing starts with communicating to family, friends, existing clients, associates and other supporters you already have. Look to them to draw the recommendations, testimonials and support you will need to build trust with your online audience.
What about the Social Networks?
The remainder of this post touches on the top social networks you will want to consider when developing your marketing plan. They are, in no particular order:
- Flickr
- YouTube
13. Facebook for Business.
Separate from any personal Facebook page, the content and dialog on the Facebook (FB) Business Page is focused on your photography services and images. Building your FB Business Page is not particularly straihtfoward and the rules around things like “vanity links” are a bit murky as of this writing, but all in all it’s not rocket surgery.
Once your FB page is completed, invite any current FB Friends to become “fans” of your photography page. By publishing your FB Business Page in all of your marketing touchpoints – both offline and on - you build an audience that is reachable directly and for free. Callan Green wrote Killer Facebook Fan Pages: 5 Inspiring Case Studies. Sure the 5 examples Callan gives are all deep pocketed corporations with big marketing departments, but the overall take away is: “keep your site fresh and interesting”. It’s worth a read.
14. Twitter
Twitter is – plain and simple – about getting noticed. Few want to know what you’re having for lunch, but what about a link to that cool new photo exhibition you just came across? The way you get noticed on Twitter is to build a following, and the way you build a quality following is to build a reputation as someone whose Tweets provide consistent value to their audience. If you decide to join the Twitter fray, every 140 character post you make should be made with your target audience in mind.
If you sign up for a free Twitter account, select a screen name that helps brand you and customize your background. LATimesPhotos and MindStudio are examples of Twitter profiles customized to say “photography”.
Twitter and the 3rd party apps that surround it are changing faster than Boston weather. E.g. Twitter now supports images and video (via free 3rd party applications like Twitpic and 12 Second Video), and cool apps like Schmap.it that makes it easy to advertise and track your workshops, exhibits, meetups and the like. See more about Schmap.it in this post.
15. Flickr
Flickr should be part of your marketing strategy, period. If you think it’s too amaturish or just want to know more, check out this list of 36 Reasons Flickr is a Photographer’s Ultimate Tool (it’s from 2007 but most of it still applies)
Here are some quick basics of posting on Flickr:
- Take great photos and upload your best (this is a given for this audience)
- Write a proper title and add ample related tags
- Invite your friends and connect with new ones
- Post to appropriate groups
- Fill out your profile
- Favorite and comment on others’ photos
(Quick basics compliments of Squidoo)
16. YouTube
Presumably everyone on the planet knows what YouTube is. And it surely is all of that. But YouTube is also an awesome tool for getting the word out about your photography. Do exhibits or workshops? Record ‘em and post. If you have a camcorder or screen capture software and a headset with microphone, you have what you need to make and publish video displays of your work. Video editing software has come way down in price and free versions are available for Mac and PC.
Both YouTube and fellow video sharing site, Vimeo.com, enable uploading and playback of High Definition Video. For example, see this Photographer’s clip on Vimeo.
The ease with which these videos can be embedded in websites and blogs and shared via email and social networks, makes them very viral.
17. LinkedIn
For those unfamiliar with LinkedIn, LinkedIn is Facebook for your professional life. It’s free (for the basic version), and enables you to easily connect to and stay in touch with those who know and can recommend your work.
Like most social tools, how you use it depends on your own style, but three fundamental things should be in place:
- YOUR PROFILE: Develop as complete a profile as you can. Stuck for inspiration? Search out other pro photographers with excellent profiles using the “Advanced” Search feature and emulate those.
- CONNECTIONS: Build a respectable number of network connections. Have at least 10. Work towards a goal of 100 or more.
- Recommendations: have a goal of 5 or more of your personal connections recommend you and your work.
If you’re new to LinkedIn and need a jump start, click the help link at the top of your LinkedIn page. Unlike most help functions, this one is actually helpful. One of my personal favs is the link “Ten Tips on Building a Strong Profile“.
18. Blogging
Blogging is a powerful tool for staying in front of your audience, but extracts a price in terms of time and energy. It’s a personal choice. If you have the skills and inclination and can commit the time it takes to keep blog content fresh, go for it. On the other hand, blogs that grow stale reflect poorly on you.
Three valuable bi-products of blogging are that it:
- Provides valuable content that can drive traffic to you from social networks like Twitter, LinkedIn and the like
- Can enhance your professional reputation
- Keeps you engaged, constantly learning and current.
19. RSS and RSS Readers
RSS Subscription links (see the orange button below) make it easy for others to subscribe to changing content on your site – such as news and blog posts. By clicking on your RSS link, a visitor can add your blog or agency news page to their RSS reader so new postings show up immediately for them.
RSS readers are about organizing the overwhelming amount of information that moves across the internet every minute and hour of every day. Readers will help you – as a professional photographer – save time. They’ll help you stay up to date on the latest trends in your industry and your target market.
RSS Readers (aka Feed Readers) such as Google Reader, are free and easy to set up. build an online information portal that pulls together only the news and information sources that are relevant to you. Think of RSS Readers like personal subscriptions to the top news sources you decide to follow: photography magazines, newspapers, top photography blogs, and anything else.
20. The Differences Between Professional and Amateur Photographers
I thought I’d end with this blog post by “Dean” on photopreneur.com.
This is the end
There you have it. A primer on marketing professional photography online. It’s a lot to digest and maybe a bit wordy, but my aim was to provide a single concise overview of how to market professional photography online. I welcome your comments. If there are areas you’d like more detail on, let me know. If you found it helpful or not so helpful, please let me know that as well. Good luck, and as Garrison Keillor says, “Be well, do good work, and stay in touch”.
Stephen Kane
Principal, HandPickedTomatoes.com
Online Marketing Strategies | Web Development
Well said? Great information, keep up the great work!
A friend of mine just emailed me one of your articles from a while back. I read that one a few more. Really enjoy your blog. Thanks
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