Synopses & Reviews
Teaching photographers how to use social media to grow their businessesWith the rapid rise of both digital photography and social media, amateur photographers can now turn what was once a hobby into a thriving business. Social media sites such as Twitter, Facebook, LinkedIn, and Flickr offer loads of exciting marketing opportunities. This practical guide from a well-respected professional photographer shows you how to take advantage of social media to grow a profitable photography business. If you've been wondering which social media sites to use, how to use them, how often to use them, and more, this book is for you.
- Guides you through how to market your photography business on Twitter, Facebook, LinkedIn, Flickr, and other social media sites
- Shows you how to translate your use of social media into increased profits Helps you answer such questions as "Which sites should I use?" and "How do I get started?"
- Provides invaluable testimonials from top photographers discussing their social media business success stories
- Guides you through inspiring brand evangelists through social media
- Teaches important survival tips for your social media program
In addition to the powerful strategies, interviews were conducted with thought leaders in the photo industry -- Kenny Kim, Zach and Jody Gray, Jerry Ghionis, Becker, Jasmine Star, Catherine Hall, and Grace Ormonde -- to provide you with all-star tips and tricks. Whether you're just starting a professional photography business or are a seasoned pro looking for good advice on using social media to promote yourself, Social Media Marketing for Digital Photographers is the book you need.
Synopsis
With the proliferation of digital cameras reducing the entry costs into the world of professional or prosumer photography, photographers who depend upon their photographic income to support or supplement their income are forced to fight harder to keep their clientele and build their business than they would have in years past. However, the growth of social media has offered photographers inexpensive and potentially highly effective tools to do just that. Social Media Marketing for Photographers will introduce digital photographers to the wealth of social media tools at their fingertips and walk them through the most effective way to build and expand their businesses. Answering questions such as What sites should I be using?, How often should I be using them?, and How should I be using them? and including testimonials from top photographers in the industry regarding their social media success, this book will be the perfect resource for digital photographers who are overwhelmed by the growing world of social media. While this book will walk readers through the basics of how to use Twitter, Facebook, LinkedIn, Flickr, and a number of other social media tools, the heavy emphasis will be on the unique challenges of marketing an image-based business on these sites as well as in translating the use of these tools into increased profits.
Synopsis
Effective marketing through social mediaFacebook. Twitter. YouTube. Blogs. That's where your customers and colleagues are interacting. It's where you can reach them with quality content to build lasting relationships and establish a strong position in your market.
Achieve perfect exposure for your photography business with a well-considered social media marketing program. Use these online engagement tools to explore your customers' wants and needs, likes and aversions, decision triggers, and more, and earn brand advocates by delivering images, tips and insider information that makes them swoon.
Develop a strong marketing strategy to achieve your business goals
Zoom in on your best customers and most promising prospects
Explore the pros and cons of specific social media channels
Understand the vital skill of listening
Find out how and why to promote the luxury angle of photography
Discover how to inspire brand evangelists through social media
Learn important survival tips for your social media program
About the Author
Lawrence Chan is a wildly popular wedding and portrait photographer, blogger, and marketing strategist. He also provides marketing and business management advice to photographers through his website, www.tofurious.com
Table of Contents
Introduction xivChapter 1: What is Social Media? 1
The 2.0 Evolution 3
Dynamic Marketing 4
Earning Trust 6
Relevant Relationships 7
Emergence of Social Platforms 8
Social Politics 10
Socializing: Kenny Kim 14
Chapter 2: Strategic Planning 17
SWOT Analysis 19
Structural Goals 19
Action Goals 27
Strategies Support Goals 28
Tactics Support Strategies 30
Socializing: Zach and Jody Gray 34
Chapter 3: Audience Matters 37
Zoom In 39
Examine 42
Capture 46
Evaluate 53
Socializing: Jerry Ghionis 54
Chapter 4: The Power of Content 57
Action Plan 58
Know Thyself … And Stick with It 60
Be Personable 61
Emotional Triggers 65
Amplify Your Message 68
Delivery Persona 70
Say What? 75
Become the Authority 78
Validation 81
Chapter 5: Social Media Channels 89
Social Networks 90
Social Sharing 106
Social News 115
Social Bookmarking 117
Search Engine Optimization 119
Chapter 6: Launch a Social Media Program 123
Facebook 124
Twitter 135
YouTube 143
Engagement Habits 146
Socializing: Catherine Hall 150
Chapter 7: Blogs and Websites 153
Blog Software and Hosting 155
Self-Hosted Blogs 157
Search Engine Optimization 158
Delivery Matters 160
Design 163
Landing Page 166
About Page 168
Pricing and Contact Pages 170
Blog Posts 171
Turn the Love Around 176
Titling Blog Posts 178
Metrics 183
Socializing: Christopher Becker 186
Chapter 8: Photography as a Social Luxury 189
Exclusivity 191
The Almighty Label 191
Defi ning Attribute 194
Attainability 195
Delivering the Luxury Promise 201
Follow Up 203
The Dream 206
Arbitrate Taste 207
Socializing: Grace Ormonde 212
Chapter 9: Brand Evangelism 215
Building Belief 216
Philosophical Difference 217
Relatable Face 219
Identify Opposition 219
Create Community 223
Nurture Relationships 225
Chapter 10: Survival Tips 229
Diversify 230
Integrate 231
Stay Current 232
Back-Up Plan 234
Expectations 237
Handling Criticism 238
Glossary 240
Index 246