Using Photographs For Effective Marketing
If you take a moment to consider how good photography is used by other businesses to influence your own buying decisions, you'll appreciate its power. The key to using photography effectively for your business is to decide what budget you have, what types of photographs will catch your customers' eyes, and where best to use them. On this page we've provided some tips to help you answer these crucial questions and get the best return from your marketing budget. If you'd like to discuss this with us, please drop us a line, tell us your budget and we can help you to figure out the most effective way of spending it.
We have a vested interest in your photographs being displayed at their very best - we want to help you get them on-line! We're very happy to provide free advice and normally we can get people up and running with high quality photographs, an effective one page website, branded photos and a few memes / posters for social media for £200.
You will certainly want some good quality, professional images for the things that your potential customers see first: the home page of your website, and the headers and headshots for your social media accounts (social media branding). This will help create a positive, professional first impression, and you can then fall back to more homespun images for your regular blog and social media posts. But what kind of photos should you get?
If you're selling products, then consider shots that capture their use in a lifestyle setting, or if the process of their creation is interesting and unusual (as in the case of hand-crafted goods), get shots to illustrate that.
If you provide a service, then why not obtain shots of you working with your clients? In many cases this will not only inform potential new customers what it's like to have you working for them, it will also motivate your existing clients to share your photos, websites and posts that involve them.
As many of our clients are Fitness Professionals I'll use that as an example.
Most personal trainers who book a photo shoot for marketing purposes ask for shots of themselves in isolation; this is understandable, as an impressive physique speaks volumes about the effectiveness of the training on offer. However, potential clients will also want to know what it's like to train with you; the more they can picture themselves benefiting from your tuition, the more likely they are to hire you. For that reason, put serious thought into getting shots of you training your existing clients. As a bonus, they'll likely share the photos, generating a buzz that could lead to more sign-ups.
An extension of this is to train your clients for their own photoshoot, bringing the following benefits: -
Your client has a solid goal that will make them more likely to keep training
The thought of being in shape for a professional photoshoot could well get you new clients
Your client will show off their photos and will tell people that you trained him/her.
You will be able to use your client's high quality photos in YOUR marketing material; this is much better than a hurried phone snap taken at the end of a workout!
Posters, Flyers and Memes
Social media posts that include photographs get significantly more attention that text only posts. Use your photos to get attention on social media; make sure they're branded with your logo and your web site url - that way, if people share the photos they're also sharing your web site address and publicising your brand. We'll be happy to provide you with a set of your photographs branded with your logo and URL - just ask!
Better still, it's easy to make eye-catching posters, flyers and memes to get even more attention; a photograph with a key message embedded in the image can really influence people. Make sure your branding and web site address is included! If you aren't good at this kind of thing or don't have time, we can do it for you for a small charge.
For some businesses a thriving social media presence takes priority over a website; viewer engagement is immediately apparent, and it's free and easy to set up. Conversely websites can be expensive to create; even if the site itself is free, associated costs can quickly add up: domain name purchase, hosting, photography, graphics and design, not to mention add-ons such as payment processing. On top of that, it can be very difficult for new sites to achieve a useful level of traffic from search engines.
Nevertheless, the importance of a good website should never be overlooked. Think of it as an online brochure; unlike the self-serving social media sites, a website is created purely to serve your business, presenting it in the best possible light and free of other distractions. When a customer is weighing up competing options, the website can very often be the deciding factor. Use your social media presence, business cards and other marketing materials to send potential customers directly to your site, and let it do the hard work of getting the sale.
If your budget is tight, it's better to get a quality one page site rather than try for something more ambitious that looks clunky and unprofessional. If you decide to build your own site, remember that those slick, glossy templates only look great because of the carefully chosen, high quality photos used within them; if you replace those with ill-matched low quality phone snaps, the result will not be appealing!
As an example of what can be done on a small budget, look at this website we created for Personal Trainer Eric Pawlikowski at Masteric-Fit; this was custom designed for him using photographs we took of him and his clients, but built on a popular hosting solution so that he'll be able to maintain it himself going forward. Although a multi-page site, a single-page site could have been equally effective (and much cheaper to create and host). If you're interested in getting an affordable photography and website package from us, please get in touch.