You’ve probably heard the saying “Content is king,” but do you know what that means and how it relates to you and your business?
Simply put, content is EVERYTHING when it comes to marketing your photography business. The best way to attract prospective clients and turn them into customers is to create and provide valuable educational content.
It sounds easy, right? But so many photographers don’t know what to write about or how to present that content to potential clients. That’s why we’ve put together a list of five basic things you should know about content marketing.
It’s all about presenting yourself as an expert.
Creating blog posts and lead magnets is a great way to present yourself as an expert in your field—and to let prospects know that they can count on you for free, educational content. When you provide this content to your potential clients, you build credibility with people who may not know anything about you or your business. Whether you’re telling people what to expect from a newborn photo session or offering a guide to your favorite local wedding venues, the important thing is to craft and distribute content that is helpful and valuable to your audience.
No one clicks on a sales pitch.
Your content marketing efforts should include information that your audience wants to know, NOT a few introductory paragraphs leading into a sales pitch. Keep in mind that potential customers are looking for content that is valuable and useful to them, and anything that sounds too “sales-y” will immediately turn them off.
“But I’m trying to get more clients! That’s the whole point!” That’s true, but you don’t want to trick prospects into a sale. Instead, provide them with helpful tips and checklists so they know they can trust you. In this way, you’re building a relationship with a future client, instead of pushing for a one-time sale.
Give people a reason to keep coming back for more.
Great content isn’t a one-time thing. You should keep creating and distributing content consistently, so both current clients and prospects have a reason to bookmark your website, share the information with friends, and check back in for more.
This is what it means to nurture your prospects. You provide them with valuable educational content and establish trust. With each new piece of content, they’ll become more and more confident in you not only as a source of information, but as a leader in the photography industry.
There’s so much more to talk about than your latest shoot.
Many photographers fill their blog with posts about their most recent sessions, and while it’s great to show examples of your amazing work, it’s just as important to let potential clients know that you’re a pro at what you do and that you know what you’re talking about. Offer tips on choosing the perfect wedding photographer for your big day or what to wear to a family photo session. Create a wedding planning timeline for brides or grooms or a checklist for expecting moms. The possibilities are endless!
Create content that answers common questions.
Not sure what to write? Talk to your clients! Write a list of questions you get asked and turn it into a blog post. Ask past clients what they wished they’d known before their sessions. Take a moment to Google the most frequently asked questions about the type of photos you specialize in. You may be surprised by the things people ask—and how easy they’ll be for you to answer.
You can even create content that’s not photography-related. People are always searching the internet for resources, whether they’re planning a wedding or becoming parents for the first time. You can provide that content for them and become someone they trust to answer their questions. Don’t sell yourself short—your knowledge can help you build client relationships and make sales!