When starting out in photography business, a lot of photographers will set up a Facebook fan page as one of the first ways to potentially bring in new clients.
Having a Facebook fan page is basically essential these days, and there isn’t much excuse to not have one, but there are some things to watch out for, and a few traps that even the best of us get sucked into sometimes… but by the end of this article, you’ll know all the do’s and don’ts of running a successful fanpage!..
Facebook Fan Page For Photographers – Benefits
Having a large following on Facebook creates instant credibility in the eyes of every new prospect that lands on your page. They can instantly see that you’ve got 500… 1000… 10,000 or maybe more fans who have all arrived at your page and loved it enough to click the ‘Like’ button and basically said “yes, I want to hear more from you in the future”…
It’s called social proof, and it basically means that when people see a lot of other people doing something, they will do the same thing much more easily. Kind of like when you walk past a restaurant with a lot of people in, it’s much more appealing than when you walk past one that is empty.
Your posts will/should encourage fans to interact with you and with your other fans. It creates a more personal feeling and shows them that you’re a real person… you’re available to answer questions and you take customer service to a level above any other photographer.
This also creates another layer of trust and credibility because prospects who are interested can quickly get to know more about you, and almost feel like they know you, which makes booking a job or ordering a print much more easy.
Allows Viral Growth
If you frequently upload your work which gets shared around by your fans to their own Facebook walls, or create posts that get a lot of ‘comments’ and ‘likes’, then you’ll get a viral effect happening with your page…
Each time anyone ‘likes’, ‘comments’ or ‘shares’ one of your photos or posts, it will show up on the news feeds of some of their friends, who will often get interested enough to check you out and also become a fan…
The more fans you have, the better this will work, and it’s tricky to get it working until you’ve got around 3,000 fans, but don’t let that stop you from doing it, even in the early stages!
Facebook Fan Page For Photographers – Pitfalls
Fans Don’t Equal Clients
The ultimate goal of any marketing method you use, whether it’s your Facebook fan page, a newspaper ad or simple flyer should be to bring in more clients and make a profit for your business…
Getting thousands of fans is great, but it’s not worth it if you can’t turn a portion of them into new clients.
Many photographers get stuck in the trap of constantly trying to get more and more fans to their Facebook fan page thinking that the more they get, the more clients they’ll get, but this isn’t always the case.
You have to remember exactly who your clients are, and think about who you Facebook fans are – then compare the two.
Here’s an example…
For a wedding photographer, his original fans might be a few couples he’s worked with in the past and some of their friends, along with his own friends and family…
It’s likely that some of their friends will see that they liked the page and then also like it, even though there’s a very slim chance that they’re actually planning on booking a wedding shoot.
He’ll also get quite a few local photographers (the competition) liking his page to keep tabs on what he’s doing, as well as photographer from around the world who are simply looking for ideas.
As you can see, almost all of these new liker’s won’t actually be a prime candidate for a wedding photo shoot even though they are interested enough to click the ‘Like’ button.
So by all means, build your Facebook page over time. It’ll build trust and credibility in your prospects and you certainly get a certain percentage who do fit your ‘target market’, but just remember that the majority of your fans aren’t great candidates for becoming a client.
If you’d like to really be able to use Facebook to super-target your specific clients, I recommend checking out Facebook ads. You do have to pay, but if done properly you can bring in new clients for very few dollars making it a great, quick business booster.
P.S. – Leave a comment below to let me know your thoughts or questions about Facebook marketing. Have you ever fallen into the ‘get more fans’ trap?