Today I’m sharing my top 3 marketing tools of any year for photographers. While considering labeling this a “2020” post, I decided against it because these three tools continue to be equally effective from year to year no matter what the latest trends are. Blogging, SEO (Search Engine Optimization), and Pinterest are the three tools I focus my marketing efforts on the most every year. They all have one thing in common. They are relatively affordable, if not free!
Aside from having a website, blogging is the number one thing I’ve done for my business. A website is what we call static. After you build it, it usually doesn’t change and as a result, it pops up in search engines only for a while and then slowly disappears into the void. Blogging changes a static website into one that will consistently alert Google that you have new content to index into the search engine. New content tells Google that you are relevant and important. It’s the key to an effective website.
Blogging does more than just renew your website in the eyes of a search engine. It also allows you to tell your clients’ stories. Telling their stories is important. To me, blogging about a client’s wedding or session is like the cherry on top of the cake for their experience. After working with you, taking their photos and delivering the images, there’s just something about a blog post that rounds out their story and finalizes the experience. It allows you to explain how you see their story and there is a lot of power in your words. When you truly love your clients, they get to see themselves through your eyes. Everyone needs that kind of amazing confidence boost!
SEO (Search Engine Optimization)
If you’re not familiar with search engine optimization it’s the process of optimizing the backend of your website so it will show up in the search results online that you specify. This process involves changing the page titles and putting lots of text on your website. A search engine cannot optimize your website without text to read. Websites with little text will often be considered less relevant, whereas a website with lots of text will be considered more relevant for offering lots of information to its visitors. Working on your SEO goes hand-in-hand with blogging. Blogging gives you an opportunity to essentially create a page on your website and provide it with unique optimization for search engines. Your website cannot thrive without SEO. One of the first things potential clients do when intentionally searching for a photographer is a Google search. You need to be easy to find.
The best part about working on your website, blogging, and SEO is that you own these things. You get full control over them. When you compare these efforts to that of marketing on social media, you can see the biggest difference is that you have full control over the marketing and its output. If you put all your time and effort into social media, the rules can always change on you. You can lose your following or your account and then suddenly no one can find you. Always put your marketing efforts into things that you own first.
Last, is Pinterest. While Pinterest is social media it’s more like an image marketer’s dream. It’s not really social because there isn’t a whole lot of socializing. It’s just an image-based search engine where you can input your images. For me, Pinterest is integral to the blogging process, just like SEO is. After I blog, I always pin my own photos directly from my blog to my own Pinterest account. It’s a way to get those images out and circulating on another type of search engine. That’s the simplest way to do things, but you can read more about Pinterest and the process by checking out my most recent article in Rangefinder Magazine.
As you can see, not only are these three things very affordable to work your marketing magic on, but they also work well together! Rather than honing my Instagram skills, jumping on the latest social media platform, or paying lots of money for social media ads, I’m working on consistently blogging because that seems to be the magic