How to build an audience
It’s not easy getting your marketing message heard today. There is so much noise out there – so many things are vying for every split second of our time, that especially if you’re just starting out you are speaking to no one. How do you build your audience?
Find someone who already has an audience and is willing to introduce you to them. Now there are a couple of people you don’t need to ask. The photographer that is in your market and your direct competition is probably not going to want to introduce you to his audience. I mean we’re all friends, but we also compete for the same work.
Let me tell you who gave me a chance to be heard: I met Rosh (@RoshSillars) a few years ago. He’s a Detroit photographer that shoots food and people. He was planning to hold a Social Media workshop in Miami many years ago and I had signed up for that. That workshop ended up falling through, but we stayed in touch. Rosh hosts a podcast and -I don’t remember all the details if he asked me or I asked him- but I ended up being a guest on his show. Rosh and I don’t compete. We’re in different markets and we focus our photography on different segments of those markets. It didn’t hurt his business to have a Miami product photographer on. Interestingly enough my first time we spoke about the importance of blogging.
Sharing audiences is a long-term strategy
To be honest, my phone did not ring off the hook, with people begging to photograph for them after the show aired, but Rosh gave me the opportunity to talk to his audience. You never know where these opportunities end up, our most recent collaboration was the Switch2Social workshop I produced in Miami, where Rosh was the main speaker. Rosh has interviewed me for books he’s written, I’ve been on his show a few times and he’s promoted some online events I’ve put on.
As long as there is mutual benefit in these relationships and it makes sense to share your audience. If you’re just starting out – ask another photographer, if they can introduce you to their audience and if you’re an established shooter, don’t be afraid to share some new voices with your audience.