Last year, I took photography a little more serious and tried earning money through it, but I failed. I never thought that all the experience and works I've gathered up 'til now weren't enough -- I self-studied photography for 6 years, enrolled in a fashion institute last year to build my portfolio, participated in various workshops, saved up money to buy lighting equipment, and yet I still wasn't getting any bookings.
Contrary to what career coaches say, passion alone won't get you money; you also need to learn the business side and the most important thing (for me) that you need to know about (aside from being good at what you do) if you want to get paid is good marketing.
Here's the gist: You need good marketing to let other people know that you can shoot and that you're good at it. The more people know about you and your work, the more chances of you getting booked.
Here are some marketing strategies I did to get those clients:
1. Word of Mouth
I put this one first because this, for me, is the most essential and one of the most powerful strategies in marketing. Who else would know first that you do photography other than your family and friends? You know that saying "your reach is as good as your spit"? You might want to store a lot of saliva (gross I know but please bear with my figure of speech haha) because these people are your first circle of influence. If the people you know talk about you to other people they know, then your circle of influence becomes bigger. The bigger the circle, the better. So keep on expanding your circle until you reach the orbit of the solar system!
2. Online Portfolio
Social networking sites like Facebook, Twitter, and Instagram are not just for socializing. If used wisely, they can widen your reach of audience, especially now that these SNSs feature the ads function. You can also have a separate online portfolio using your own domain. It would cause you more money, but at least you are in control of how your website would look like. You should also consider the kind of pictures that you put on your website. In short, curate your photos well, which brings me to the next one...
3. Develop a Style
What kind of a photographer are you? What is your niche? Before you raise your eyebrow, hear me out first. In photography, there's no rule that says you need to stick with one genre for you to be successful, but it would be easier for people to remember you if you have your own style. Say for example, you could be known as a wedding photographer or a macro photographer or a black and white specialist but it doesn't mean that you can't shoot other things. Your own style will eventually show through the tones and colors of your photos and also the subject that you dominantly shoot.
4. Blogging/Vlogging.
This is exactly why I started this blog. This blog serves as both my blog and online portfolio. There are a lot of things that you can write about and post in your blog. For example, once you've finished a photo project, you can write about it more extensively in your blog. Blogging/Vlogging could serve as your platform to teach people what you know, demonstrate how you shoot, or start meaningful conversations about photography.
5. Free shoots/ Discounts.
It won't hurt that much to give free shoots and discounts if it means more people will be exposed to your works. It's a strategy that many businesses still do because it works. Be strategic when you will give free shoots and discounts though like every Valentine's day or Summer or graduation season. It's safe to assume that more people are looking for photography services those time of the year.
6. Online Reviews
Get reviews from clients wether paid or free and post it on your website or social networking sites. Reviews will show other people how it was like working with you. The downside is, it will also expose the bad reviews. It's a double-edged sword so make sure you are always prepared and professional in front of your client/s.
7. Right and Positive Attitude.
You know what else is part of marketing? Having a good relationship with your current and future clients. Yes, that means you need to be all smiles to all those stubborn inquiries and endless chitchat. Having the right and positive attitude build connections and relationships. If they remember you as a person who's fun and easy to work with, there's a higher chance that they'd want you for their next project. Remember, in business, relationship matters A LOT so you need to keep that attitude in check.
You should get your first client sooner or later but don't expect people on your doorsteps after doing these things. It takes time, people. Let your marketing strategy/ies diffuse and do its thing but don't slack off! Put that waiting time into good use by learning new skills or finishing a photo project :)
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