Tag Archives for " target audience "
We all are. Twitter’s stream is even called a firehose, simply because there are so many tweets streaming through that social media channel, that no one can keep up with reading what everybody has to say.
Here’s the big question for a visual content creator: “How do you get your voice heard?” or rather “how do you get your vision seen?”
In a flood of grumpy cats, internet memes and yesterday’s late show’s video clips – it seems impossible for your visual content to compete.
We talk about our gear: do you shoot Nikon or Canon; how do you backup your files; how to create a focus stack or the perfect HDR shot or the favorite piece of gear, or…
Can I tell you a secret? You’re clients don’t care. They couldn’t care less if you found the perfect RAW processing software (which is Capture One, in case you were wondering). They aren’t looking for your explanation of what company provides the best services to run your website (I’m partial to Photoshelter myself). Do you really think you got hired, because of that blog post explaining how to get Facebook to take down a copyrighted image or how to power a GoPro for a couple of days for a long time-lapse?
For almost 10 years I’ve been doing just that – and be honest, so have you. We’re targeting the wrong audience – we’re writing about what we want to learn as photographers. We’re writing for photographers.
I like you guys, but not one of you is going to hire me because of what I’m blogging, tweeting, Facebooking and Instagramming about. And the people who are looking for a photographer or video creator? They’re not going to hire me because of those posts, either.
Use social media to put your potential client in a front row seat:
You don’t have to stop creating content that other photographers are interested in. It’s great to have Google see you as the expert when it comes to talking about photography, video and marketing, but please spend just as much time on creating content that your potential clients are scouring the web for when they’re looking for the next creative to shoot for them.
Social Media is a powerful platform, but it requires you to know the interests of your audience and what they are willing to spend their time on as well as where that audience is.
[This article first appeared on “Strictly Business“, the blog for the American Society for Media Photographers.]
Every body loves free stuff, right? So how do you make your swag stand out? It’s not that tough, if you keep these 3 tips in mind:
How do you think local influencers feel, when I hand them a copy of a DVD with ‘On Wings of Hope‘? Let’s see how that stacks up:
Would you throw that out? Or show it to your friends? If you need to book a photographer to produce a video for you, would the guy that produce an award wining short documentary in Afghanistan come to your mind; especially if you have a personalized DVD he gave you?
Now I realize, not all of you are going to fly to Afghanistan to produce an award wining, short documentary; if you would, I’d need to come up with something more unique again. Well follow the same criteria I did:
I’d love to see what you come up with – show off your best stuff – tweet me @photosbydepuhl and use #MarketingHackSwag.
Last week I got hired by an agency owner. Turns out a branding agency referred me, although I had not worked with them. However a motion graphics shop had referred my work to that branding agency, although I had never worked with them either. We were joking about this on the job–you know what the agency owner told me? “That’s how I got your name, but your website showed me that you can get my job done.”
We all have a website that showcases our work. Extra points for an active blog that gives your target audience a behind the scenes peek at how you work. A vibrant social media presence has never hurt anyone either; so that’s the content side of your business
Content is only half of the equation. Without an audience, it won’t make a difference – actually that’s not correct – without the right audience it won’t make a difference. So how do you get your name out there? (Mutual friends that introduce you to a Motion Graphics shop, who pass you along to a branding agency, whose owner recommends you to an ad agency is not really a viable business model, in case you were wondering.)
Finding your target audience is a lot easier today, since everybody is online; which also makes it a lot harder, since all of your competition is online as well. How do you then go about getting your brand out there? One great place are LinkedIn groups.
Start a discussion in a LinkedIn group of – and here’s the secret – of people who are potentially looking for your work. I won’t post a discussion in a group devoted to plumbing. That would be a waste of time and would basically be the same as the ad agency owner calling me to fix her leaking water heater. No. She calls me, because I can meet her need for a photographer. Come up with a topic that interests your clients – again it does me no good to start a discussion on water heaters in a group of photo buyers.
Earlier this year I started a discussion asking if personal work mattered to photo editors. It got some great response from members of the group. Do this consistently and you’ll be on their mind, if they are looking for a photographer.