Find Your Audience: It’s Easy and Really Complicated 

 August 8, 2014

By  Pascal Depuhl

It’s not hard to find your audience

“It used to be harder to find your audience” says Rosh Sillars (@RoshSillars) “and used to take longer to build relationships.” Direct mail, workbook ads, a photo rep and appointments to show your portfolio would get you work. “Today the internet makes getting your work out there very easy, but it’s easy for everyone else too.” At the same time, it is becoming increasingly complicated to get your content in front of the person who’s going to hire you.

According to MailChimp email open rates for creative services/agencies are below 25% (for unsolicited emails, that sounds too high based on my experience) and click through rates are under 4%. E-mail blasts often don’t even make it through an agencies firewall and on top of that many people opt out of email lists. Everybody is competing to be on the first page on Google and fewer and fewer people see the content you share in their Facebook newsfeed.

Find yourself, before you find your audience

Before you even start looking for your audience, you need to know who you are and your work needs to reflect that “Your portfolio tells your

story” says Workbook owner Bill Daniels (@TheWorkBook). The quality of your work is foundational. If it’s not strong – it really doesn’t matter what your doing to get it in front of the right people, but that has always been true. Bill continues,

“Branding is key. Figure out your strengths and target to the people who need you. That’s how a photographer can standout. Be part of the community. Attend live events whenever you can. There is something about connecting in person that makes a stronger impression than print or digital alone.

Find out what others are saying about how to find your audience

Read the whole article on Strictly Business, the American Society of Media Photographer‘s Find your audience – it’s easy and really complicated [click here to read the whole article] and check out what other bloggers are writing about launching your photography career.

This post is the last in a series of five exploring how you can find your audience. It started with a roadmap to help you find your audience. In 2 weeks I’ll be looking at what to do after you start to find your audience: how to build your network.

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Pascal Depuhl

Miami product photographer, video producer, cinematographer and chief mindchanger at Photography by Depuhl I love to share the knowledge I've gained over the past two decades. Catching light in motion.