Tag Archives for " audience "
Picture this: someone googles photographer – or any other business for that matter. What kind of small business are they looking to find? The expert, right? Who is listed on the first page of Google? The experts for that search term, right?
I know there are about a gazillion variables Google combs through to rank their results, but let me ask you one question: If there are two photographers, who rank identical in search, but one consistently writes for a national blog (or two) and the other does not – which one of the two will rank higher?
“Simple” you say “the one who is a regular contributor to a well known national blog, but how on earth do you become one of those bloggers?” If it were easy, everybody would be doing this, right?
Write for the blog of a nationally recognized organization to get national exposure, simple right? Well not so fast. Remember when I said that some of these MarketingHacks are simple, they just fall into your lap (like Marketing Hack #8: Do something unexpected – that one took me a less than an hour and cost less than $10 bucks). Let me be honest, the one we’re talking about here requires work and lots of it.
This may sound silly, but if you’ve never written for a blog – even if it’s your own – it’s gonna be hard to convince the editors of a national blog to have you write for them as a regular contributor (I’m not talking about the occasional guest blogging here, I’m talking about a commitment to create content on an ongoing a regular basis.)
Show your work to the editors, so they can get a feel for how you write. If you can show that you write for other known blogs – even if it’s a guest post – that’s gonna help. Like everything in life …
Marketing is about getting your content out there. The more people see it, the better. Since many people find content via search, it’s important that your content get’s shared and linked to, but did you know that Google actually cares who links to your content? Some of the best incoming links are educational and governmental websites. Search engines know that it is much more difficult to get a back link from a government website than a normal .com sit.
With that fact in mind, I wanted to make sure I went after this kind of link, when I filmed for an NGO that partnered with the European Union commission on Humanitarian Aid and Civil Protection, or ECHO for short. I had interviewed the head of ECHO in Kabul while filming my short documentary film. That’s why I was thrilled to read the following in an email that was to me:
“[Name] just passed on the film I’d been asking about – many congratulations, it’s come out beautifully! One of the best I’ve seen from any partner til [sic] date actually, both in terms of format and content – very well done! (…) In any case, I really feel this film deserves more visibility, and I’m quite sure we could find other platforms for it (starting of course with the ECHO website!), so please let me know what the plans are.“
An employee of a European Union government department wrote these words. ECHO is a partner with the NGO I had filmed ‘On Wings of Hope’ for in Afghanistan.
I was humbled and honored by this sentiment, but when they linked to the film on the front page of their website I was ecstatic!
Search engines give government website more weight for inbound links, because they trust these websites more.
So when you create a project or produce a body of work or fashion great online content, it’s a good idea to see if there is any way that you can get a government website (in the US they end with .gov) or at least an educational institution (.edu) to link to your page. It carries more weight than other inbound links.
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.
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.