If you’re like most professional photographers, your most important marketing goal is to have a prospective client pick up the phone and call you. Phone calls lead to consultations, which lead to sales. The challenge is that you cannot answer every call. If you have a studio with 9-5 business hours, you’re only answering the phone 25% of the hours in a week. The other 75% of the time, people get sent to voice mail.
If you post to Facebook or send out client emails regularly, you know that some receive dozens of views, clicks and likes, while some receive almost none at all. It can get very frustrating. You put in all that effort, and it seems like nobody cares. It isn’t quite so bad if you’re just making a quick Facebook post about a great image, but it makes a big difference if a post, marketing email or newsletter article is a link back to your website as part of a marketing campaign.
Here at JD, we like to keep up on ideas to help professional photographers grow their business. That’s why I was excited to receive a link for an online article titled, “The Anatomy of an Art Sales Email” on the ArtStorefronts blog. The author breaks down the 8 basic components of a sales email, then shows you how to use them to create a brilliant email you can send to your clients.
While we’ve discussed these steps in many articles at JD, it’s great to be reminded of them again as you’re getting ready (hopefully) to send out your holiday marketing emails to clients. Just remember, don’t cut prices – add value.
If you’re like me, you get dozens of emails every day. Sorting through the spam to find the important ones takes time. Sending emails back and forth to get something accomplished takes time. And looking for answers to previous emails takes time.
Here are 3 tips you can use to get that time back.
Building a successful online marketing campaign for your studio isn’t difficult, but it does take time and planning. Whether you’re marketing to brides, seniors, for a specific holiday, or if you just want to collect fans or email addresses, if you follow the steps below you can maximize your marketing efforts with the least amount of effort.
Create a Landing Page
Creating a good landing page is the most important step in the process. A landing page is a unique page on your website where you’ll send visitors to see your offer and complete a call to action. If you can add pages to your website – and it is mobile friendly – you should create a landing page there. If you have a blog, you can turn an article into a landing page. Otherwise, you can purchase a 3rd party landing page creator like shortstack.com or pagemodo.com. Read more
Email marketing via monthly newsletters is one of the least expensive ways to keep your studio in potential client’s mind when they are ready to purchase photography. Basically, it is a numbers game. The more emails you have, the more potential clients will see your images/promotions, and the more calls you will receive.
To get emails, you need a way to collect them. It should be:
1. Easy to find on every page.
2. No obtrusive (like a pop up).
If you offer Senior Portraits, there is still a few weeks left in August to get out an email newsletter and book some sessions before the yearbook photo deadlines this fall.
Here’s how it works: to get more sales, you need to get more potential clients to open your email newsletters immediately to read about your offer (and maybe even pass them on to their friends). You can increase your email “open rate” by creating compelling subject lines targeted to moms who are the most likely to book a session. In fact, studies have shown that you can increase “open rates” by 30-50% just by changing the subject line alone!
So here are 6 tips to get mom’s attention. Think of them when writing both subject lines and article titles for your email newsletter:
1. Get to the point. Tell mom that you have a good deal for her. Subject lines should be no more than 50 characters.
2. Be specific. Don`t just tell readers about an offer, tell them exactly how much they will save.
3. Mention back to school. Moms are thinking about this now. Connect senior pictures to “back to school” in their mind.
When you’re working on social media – newsletters, Facebook, Instagram, LinkedIn – there are several best practices you should know. We’ve scoured the Internet and listed them all here for your convenience. Bookmark this article and you can refer back to it the next time you’re posting on social media.
The good news is that while the “best practices” for email, newsletters, and social media like Facebook rarely changes, it seems like the recommended image sizes change every few months. Fortunately I found a new image size “cheat sheet” online. The link is at the bottom of this page. The good thing about this cheat sheet is that it was just updated so you can refer to it until the next batch of image size changes comes along.
Viruses are fun! Who doesn’t want some foreign teenager remotely controlling their PC in order to sell Viagra online?
Unfortunately, it is harder to get a virus than you think. You have to randomly click links in suspicious emails that, if you had actually read the email, you’d normally delete.
So to help you out, here are 7 clues to ignore in an email if you want to get a brand-new virus on your PC.
1. You don’t know who the email is from. AutoFacebookReminder has the word Facebook in it, and you use Facebook, so it must be from Facebook, right? Ignore this.
2. The email is personally addressed to you. Actually, it is addressed to your email name, but that is just like your name. Close enough to ignore.
3. The sender’s email address is nonsense. Facebook is in California, but their employee named Vvmtxcnf is from the Austin, Texas office. It could happen. I’d ignore it.
Hacked email accounts are not only painful to you, but can be a problem for your friends and clients who receive the spam emails. Often you won’t even realize your email account was hacked until you get a message from a friend who says, “did you send me this?”
If you discover your email account has been hacked, here are the top 5 things you must do immediately to prevent any further problems.
Change your password and make it stronger. According to the top Internet gurus, the top 5 passwords used in America are 123456, password, 12345678, qwerty, and abc123. Spammers create text files with millions of these common passwords (and the entire dictionary) which they can use to try to break into your account. It’s all automated, and they can test thousands of passwords a second. To combat this, you should use at least an 8 character password with a combination of upper and lower case letters, numbers, and symbols.