Good morning and a very Happy New Year to you all! Thank you for making 2012 such a special year for Tiffinbox. It's with your participation that we can make this site even better in 2013. I am truly excited to tell you that Angela Pointon, whose posts you have read here in the past, has agreed to come on board as a monthly contributor. Kicking that off is this very useful post for photographers who want to rock out their market in the new year. Read it, join us, comment!
A lot of photographers get confused by marketing. They consider it in the very beginning of their business, and those considerations typically include things they know they need, such as a website, business cards and a printed price list.
However, marketing is so fundamentally rooted when done well, that if you don't think about it properly, you'll end up spending a lot of money and wondering if it really made a difference in your business. Working on your own marketing is like being a doctor. If you don't truly understand the human body and how it functions, you cannot make it work better.
Understand your target market deeply and fully. Often times, I find that business owners day dream about working with a certain target market, but find themselves consumed by working with another one. Thus, it creates an unfulfilling business and a bit of a feeling of quicksand that is difficult to get out of.
When you understand who you want to target, you take the first step toward landing more business from them.
Understand what makes your business different. And remember, it has to be different in the eyes of your defined target audience… the people you want to be working with. I recently wrote an entire post about figuring out how to be a different, special and unique business in the eyes of your audience.
Read more about being different here.
You have to define what financial bliss means for you. This is as unique as any other aspect of your business. Figure out how much you want to make and how many bookings you have to land in order to get there. Why is this important to marketing?
Your marketing should align with the goals of your business. If you do not define your monetary goal, how can you manage to market enough to obtain it? Oh, and one more thing about defining you financial bliss… it cannot limit you. Financial bliss is not a ceiling; it is just a target that you are shooting for. Exceeding it is highly possible and therefore, should be welcomed (assuming you're willing to work harder).
Create the business goals you need to achieve in order to satisfy your financial bliss. These goals could include bookings, events you want to do or anything related to your business' success in 2013. I recommend including anywhere from 2-5 big goals.
Take your big goals and break them down a bit. They should become a list of key steps you need to take in order to achieve the goals. As the days progress, your list of key steps will become daily tasks. I personally use Evernote, a free web-based tool and app, to keep track of the daily tasks I need to tackle in order to achieve my big goals. Goals become easier to obtain when they're broken down to small, easy-to-do daily tasks.
The One Page Marketing Plan
I recently launched a free webinar called the One Page Marketing Plan, where I went through the five steps listed above in greater detail and provided a free template for recording all of your thoughts and ideas. Download it here for free.
Photography Marketing Academy
On January 3rd, I am launching a new educational program called Photography Marketing Academy. This simple three-session program offers you access to up to five of your photographer peers and me. Together, we'll walk through your business goals for 2013, your current marketing, and you'll leave the sessions with clear, actionable steps you need to take in order to achieve a year of your dreams in 2013.
Learn more about Photography Marketing Academy and register. Space is limited and registration will likely close the morning of January 3rd.