The reason your booking calendar isn’t full
And how to change that by considering the client buying cycle.
Not every marketing idea will fit your business, and those that do, will be best suited at different times. So how do you chose a particular strategy to implement in your business next?
First of all, I recommend considering what stage of the buying cycle most of your audience are at, and the ones you want to “hook” now and in the future. If you’re just starting out, chances are, not many people know about your business yet. And if they don’t know you, how can they book? Later down the track, you might be more known, but if you haven’t earned trust yet, your special offers won’t be booked. Soon enough you’ll get to a point where you don’t need to take the risk of no-sales that come with giveaways, and instead, your phone will ring from enquiries who are looking for what you offer. But to get to that point- you need to lay really good foundations.
Let’s look at some examples.
First 12 months of business
If you’re just starting out, you need to two things immediately:
More people to know that your business exists (brand awareness)
A way to convert that very new audience who don’t trust you yet, into paying clients.
And you also need to begin laying some foundations to help with your medium-long term marketing- eg. Start building trust and connections!
Best marketing ideas when you’re first starting:
Active Marketing Ideas (get new clients right now) for first 12 months:
Attend and/or host events and social media giveaways
Social media giveaways are easy- plus they grow your mailing list. If you don’t have any events coming up and you’re too new to have connections yet, then a social media giveaway is a great place to start. If you don’t have an audience yet you’ll want to learn about paid ads.
Attending an event hosted for your ideal client, like a dog expo, is a great way to introduce your business. You can build trust very quickly because you actually have a conversation with the attendees, who may also have the opportunity to see your products. Level up your effort by having a “enter to win” draw on your stand which also allows your to build your mailing list for future special offers!
Speaking of mailing lists, that falls into passive marketing. Passive marketing is about building trust and likability, and staying top of mind so that when you give them a reason to book (through active marketing strategies)- they are ready, or if they become ready to book prior, they choose you.
Passive Marketing Ideas when you’re first starting out:
Build real relationships with other businesses. Drop by, introduce yourself and leave your business card. Ask if you can take them for coffee and then use that date to learn all about their business. Listen carefully to catch any ways that you might be able to help them.
Real example: I once had a brand-new small business owner tell me they wasted so much time on social media. I asked if they automated anything and when they said no, I taught them how to do it. Because I took the time to help them (and continued to), they were always happy to help me. The following year during my own quiet period, that business sent out my gift vouchers to their VIP list which resulted in over $10k in sales for me, and we repeated it again in the future!
Authentic relationships take time to grow and nurture so get out there and start meeting people now. Just remember- this is about making friends so be sure to offer help from your heart, without any pressure or expectations of getting anything in return. That will come naturally if it’s a genuine relationship.
Best idea for ongoing growth:
Active Marketing for 12 months+: Third Party Marketing
You’ve established relationships with other businesses over the recent months. Ask your partner businesses if you can collaborate, and suggest ideas of how that could be a win-win-win situation (for them, for you and for the client). Don’t be afraid to let them know how this would help you and so you want it be worthwhile for them too- honesty builds trust! Here are some collaboration ideas to get you started:
Provide gift vouchers the partner can send as a “thank you” to VIP clients, or new sign ups.
Offer to provide wall art for their office/clinic- level up by inviting their clients to feature by gifting the shoots!
Run a photography workshop at their premises and have a special offer for attendees
Passive Marketing Idea
Add a lead magnet to your website (“Enter your email to receive this download”) to continue growing your mailing list, and don’t forget to nurture your subscribers!
Lead magnet ideas:
Your full price guide
Free guide to pet friendly * insert your city *
6 tips to improve your dogs Instagram photos
Ideas for the established photographer
If you’re providing an exceptional experience, you’ve been keeping that email list engaged, and you’re using social media as a proper marketing tool- then the organic bookings should be starting to come in which is well-deserved so go you! Even with all that though, you may need to fill some gaps in the calendar with a couple of strategies.
Active marketing for established photographers: Loyalty Program
Avoid the peaks and troughs in your business by having an ongoing active marketing program that just ticks along. A loyalty program is great for that! Set up an auto-reminder to ship a gift certificate to your clients 12 months after their shoot. They can use it for themselves, or gift it to a friend!
Prefer lots of clients all at once? Try a pet of the year competition instead! That gives you an excuse to celebrate your past clients, reward those who talk you up most, plus you’ll add their friends to your mailing list (or even book them as clients too!).
A note on “sales”
As an established photographer, now is the time that things like "Annual Sales” really work. Your audience trusts you and some have been following for a while and are just waiting for the “right time” to book. An annual sale is the perfect incentive to encourage booking now! If you’ve tried a sale or booking limited edition sessions and despite implementing it with a proper marketing plan it didn’t work, increase your passive marketing efforts so that next time your audience is ready.
Passive marketing for established photographers: Christmas cards
Stay top of mind with your business partners and past clients, and let them know that you still think of them by sending a simple Christmas card. Don’t include an offer or anything branded, just a simple “Merry Christmas” message signed with your name and business name. Level up by using one of the clients images for the front- that way I know they’ll keep it for longer!
Bonus Marketing Tip
The area everyone should constantly be working on is Search Engine Optimisation (SEO). Pet photography is on the rise globally, which means more and more pet-lovers know that this “is a thing” and are eventually Googling to learn more or even book. The only way you can capture that audience is by ranking highly in the search results. Getting to top spot often takes time so don’t neglect your SEO strategy. At a minimum- Check you’re Google MyBusiness is current, ask for reviews and be sure to blog about topics your audience may be searching for (not just photography related!).
Want a supercharge your SEO step-by-step? Join our workshop this week, live on Zoom (or catch the 7 day replay)!
Live Workshop on Zoom
LA - 3PM, Monday September 26
NEW YORK - 6PM, Monday September 26
LONDON - 11PM, Monday September 26
ROME - 12AM, Tuesday, September 27
MELBOURNE - 8AM, Tuesday September 27
FIND IN YOUR TIME ZONE HERE
So where are your next clients in the buying cycle and which strategy will you use to get them to book now? Members continue the discussion in the Mastermind Facebook Group, otherwise shoot me an email: kirstie@thepetphotographersclub.com
Author
Kirstie McConnell |
Founder
The Pet Photographers Club
When Kirstie launched her pet photography business in Australia in 2012, the genre was barely a thing. She spent the next years at the forefront of this niche, marketing not just her own business, but the concept of pet photography. Each year she photographed around 100 dogs, cats and horses per year to create wall art and albums for pet-parents.
Now based in Italy, she continues to offer pet photography to her clients back in Australia on return trips, but otherwise spends her energy helping other pet photographers build a business which will allow them to follow their dreams.
Internationally recognized as a leader in the industry, she hosts the podcast, workshops, courses and business events for The Pet Photographers Club which she co-founded.