If you’re working on building your photography business through good marketing, then congratulations! You’re miles ahead of most photographers who don’t get past the ‘naming’ stage where they spend 6 weeks coming up with the perfect name 😉
BUT, you’re not in the clear yet!…
If you’re relying on just one advertising source to bring in all your clients, then you’re taking a serious risk. If for any reason it drops off or gets cut off unexpectedly, you’ll be thrown into a pretty tricky situation… desperate to regain your former client source, which almost always leads to making bad decisions and wasting money.
Follow these steps and I’ll show you how to diversify your advertising and bulletproof your photography business.
A Real Life Scenario
You might be in the situation where you wish you had even one advertising source that brought in a constant stream of clients, but it can be a curse down the track. Here’s a situation to show you how.
A client of mine had a simple paid ad on Google AdWords (those ads down the right side of the page when you do a search on Google), which was costing him $300 each month, but was bringing in an average of $5,000 each month in business spread over around 7-10 jobs.
To build his business he wanted to do what he knew worked, so instead of working on making a few other things work, like his Facebook page, Yellow Pages ad, organic website traffic or a solid referral system, he just put more money into AdWords because it was easier and he was pretty certain it would work… and it did.
He upped his ad spend to $500 for the month and his income went up to $6,500 which he was happy with.
Then one day, Google slapped his account (meaning that they didn’t like his ads for some reason and basically made it so he couldn’t bid anymore). It totally wiped out his business!
That’s why he came to me looking for a way to get back what he’d lost, and make it more secure at the same time.
I told him that he needed to diversify his advertising next time, and that’s what he does now. He’s currently getting back to where he was before, but it’s taken 4 months, and the first 2 months were very tough for him.
On the bright side, if one of his advertising sources ever gets wiped out again, his business will barely drop back at all, making recovery very simple and stress free.
What YOU Need To Do
If you haven’t noticed a pattern already – the message I’m giving you, is to diversify your photography advertising – no matter how rock-solid you think your advertising already is!
In my ‘Rich Photographer System‘ I go through a tonne of advertising sources and how you can use each one effectively in your photography business, so I won’t get into specifics here…
But if you’re having great results with one particular advertising source that you’ve been working with for months, then try to replicate it in another medium. For example –
If you’ve created a great webpage that makes prospects want to call and book in. Turn it into a letter that you can send to people who might interested via mail. Turn it into a Facebook ad or a Yellow Pages ad to deliver the same message. Anything you can think of! Because if it works in one source, then it’s extremely likely to work in another.
If you haven’t got a variety of different client sources working for you yet, then get to work. In most cases, you can set them up once, and have them work for your business for years to come.
If you need ideas on where or how to advertise your photography business, grab my Rich Photographer System and follow the daily advice. You’ll be surprised what you can achieve in a month with just a little work each day.
Where are you advertising now? Leave your comment below if you need ideas on how you can diversify to build your business…