Is Your Studio Website Helping or Hurting Your Business?

We all know that one of our key marketing components in the computer age is a website. It has become our portfolio that can be viewed from anywhere with internet access (this includes your phone!)

Navigation should be simple and information easy to access. Clients don't want to play hide-and-seek looking for your contact info; email address and phone number should be readily visible. (Pet peeve: websites with "contact us" forms that do not show an email address. If it's so secret that you can't share it with me, what makes me want to do business with you?)

Anyway, I was reviewing a website last week for a newer photographer who had applied for Certification. This was a follow-up call in which we were discussing why she didn't pass. I asked her why she didn't have the images she submitted on her website, as the ones on her site were weak at best and showed minimal evidence of her knowledge of the craft and use of lighting techniques. The ones she sent for judging were far better! Her reply? "I like to keep my old images on my website as well as my new ones so I can see how far I've come."

While it's always nice to have a visual reminder of "Before and After", your clients don't care about how bad you were at the beginning. All they want to know is that when they invest money in portraiture from you; the resulting images will ROCK. Keep your reminders on your personal computer.

Take the time to clean the old stuff off your website often and replace it with fresh images; we're all guilty of letting it slide. Think of it this way - how much business are you losing because even a few of your images are less-than-stunning? If this is the case, then less is more. Show a few great images instead of lots of average ones.

- David

Does Your Website Give Potential Clients a Positive First Impression?

We all have websites, blogs and other electronic venues that we utilize for our business on a daily basis. For many of our clients, this is their first (and maybe only) contact with our studio.

So . . . when you click on someone's website and notice issues, do you tell them? I'm not talking about technical "your site isn't loading" issues, but rather, things such as repeated spelling errors and use of popular music that is copyright protected.

Do you say something? Do you drop them a note out of the blue saying "Hi, you don't know me but I'd like to let you know about a bunch of problems . . . "

If you get one of these emails, are you offended? Do you spend more time wondering why some random photographer was "creeping on your page" rather than being grateful that someone pointed out mistakes?

As someone who visits a lot of websites reviewing applications for volunteer groups, I have seen the good, the bad and the ugly when it comes to this form of marketing. Here are a couple of things that I notice immediately when visiting the websites of other photographers:

1) Loading Speed - How long do I have to sit while the little bar moves slowly across the middle of the screen, or the wheel spins for eternity? If it takes too long, how many of your potential clients get frustrated and click out without viewing your site?

    - Take a few minutes to resize your images before uploading. Web-resolution only requires about 4x6 @ 72ppi for a reasonable viewing size and fast loading.

2) Music - This is one of my personal pet peeves about websites. Since it's been discussed elsewhere on this site, suffice it to say that if clients are browsing from work, the last thing they want is to have loud music suddenly blaring from their speakers. This causes them to quickly exit your site, perhaps never to return.

    - Is there a way for the viewer to easily turn off the music without having to hunt for a hidden toggle? Are you able to lower the volume preset so it's truly "background" music?

    - Do you have the proper licensing rights to use the music on your website? Just because you bought the CD or downloaded the song does NOT mean you may use it in a commercial setting. (Yes, your website is considered a "public performance".)

3) Spelling and Grammar - Face it, this is an area where some people are just plain weak. Others get so wrapped up in the fluffy wording they will use that they forget to re-read what they have written to see if it makes sense or contains errors. While it may not seem like a big deal, you should know which is the correct word to use when you want to say there / their / they're or are / our / hour. Things like using an apostrophe unnecessarily on words ending in "s" doesn't add to your credibility as a professional.

    - Before you click the "publish" button on your blog or website, take a minute to look over your piece one more time. If you truly are not confident in your abilities to spell and punctuate correctly, have someone who is look it over as well.

4) Format - We are accustomed to working on large monitors, but that's not the case for everyone who visits your page. Are important navigation tools or items not visible unless the viewer scrolls up, down or sideways? Some never do, leaving your page because they "couldn't find what they wanted."

    - Make certain that your page formats well on laptops and non-widescreen monitors as well. Taking just a few minutes to make sure important items are easily visible will save headaches later on.

5) Contact Information - Finally, how easy is it for people to find your contact info? Can they contact you immediately by phone, or do you have email information listed as well?

    - I've heard from a few clients who told me "I called you because you were easy to contact. Your phone number and email is listed on every page of your site, so I never had to waste time trying to find a number or fill out a stupid 'contact form'."

    - Yes, you read that correctly. "Stupid Contact Form"; many potential clients want to be able to send an email from their computer or pick up the phone and talk to a live person (or at least leave a voicemail.) How much business are you losing because you make it difficult for someone to reach you?

Take a peek at your website today and look at it from the client's perspective. If you don't give a positive first impression, you may never get an opportunity to make a second one.

- David Grupa
(Enjoy "What the Duck"? See more of Aaron Johnson's work at www.WhatTheDuck.net)

What's Your Socialnomics IQ? Are Your Twitter and Facebook Accounts Tools or Toys?

It's no secret that Social Media is a huge presence in our everyday lives. To realize the true impact, spend the next 4 minutes watching this video from social media author and lecturer Eric Qualman. It's an eye-opener!

The first time I viewed this video (actually, it was an earlier version), I was stunned by the numbers shown. As we change the way we communicate, your business also needs to change with the times. Qualman's book Socialnomics details this paradigm shift in the way we communicate, both personally and professionally. 

Take a look at how your business utilizes platforms such as Facebook, Twitter, blogs and emails. If you're just using Facebook and Twitter to let people know that you're waiting in line at the drive-thru or what you're making for dinner, it's time to look again. Remember, social media can hurt your business as well as help it.

Learn to use these powerful tools to your advantage!

- David Grupa

Hints For a More Successful Bridal Fair Experience

If you're a wedding photographer, odds are you've spent your fair share of time at bridal fairs and expos. This is a busy time of year for events such as these; while they can be great events for marketing and displaying your product, they can also work against you if you aren't prepared. Worse yet, you risk damaging your image and reputation if your attitude is too casual.

Long ago, I decided that if I was going to invest the money, time and effort into doing these events, I was going to get the most bang for my marketing dollar. Time and money are too precious to waste.

While you need to make your table or booth appear inviting, simply having a few large photographs or a slideshow playing isn't going to make you stand out from the other photographers in the show. You need to do both some advance work as well as follow-up.

Here are five simple (yet important) tips about getting the most from your bridal fair marketing investment:

   1.  Do your homework. Check the vendor list in advance. See which photographers will be displaying, as well as other vendors. If you have (or would like to have) a partner relationship with the vendors in attendance, see if you can trade table space for a small display. For example, if you have photographed at a specific venue, printing a small quantity of marketing pieces featuring images from that venue could work in your favor. I generally give the vendor 8-10 of these shortly after the wedding. The card may be a small press card (4x5, 5x7) featuring your images of their work. (Of course, you've discreetly placed a photo credit along the edge of the card; something like © David Grupa Portrait - www.DavidGrupaPortrait.com.) The vendor now has a professionally-designed card with their work in-hand; I always attach a little note that says "how much I enjoyed working with them and hope to again soon. Please accept these marketing cards with my compliments."

Invariably, they'll want more cards. Since they're handing out samples of my work for me, I supply them at a "preferred vendor rate". You get referrals, they get great images. Everyone wins.

If you need something to spruce up your table or booth, check with vendors who do decorating or floral arrangements. You may be able to work a deal where you can have a fresh arrangement or decor from that vendor (along with a sign, crediting that vendor's work) on your table. Again, offer to give them images from weddings you've photographed where they have also worked.

   2.  Control your environment. If possible, set up your booth or table so that it allows prospective clients to come in and interact. Too often, the table becomes a barrier between you and a bride. I like to set up my images on easels along the sides and pull the table to the back wall. This way, brides can "come in" to your space. It also maximizes the space available and provides the illusion of a larger booth.

   3.  GET RID OF THE CHAIRS! There is nothing that makes a vendor look completely uninterested as a booth at an event where the vendor is sitting behind a table. Stand. Interact. If possible, put the chairs in a position where prospective couple can sit and view your work. Get off your tail and look excited to be meeting new clients.

Also, keep any food, drink, snacks, etc. out of view. A half-eaten sandwich or partial bottle of soda just looks sloppy and unprofessional.

   4.  Network. When traffic slows and you are able to walk away from your table, use the time to speak with other vendors who appeal to the same type of client with whom you wish to work. Trade brochures, build a referral list with other businesses. Even though a particular person may not be in a position where they refer prospective weddings your way, they may have other connections which will prove valuable. Talk. Smile. Exchange cards and info.

DO NOT become a clock-watcher. While I realize these events can consume a good portion of the day, don't be one of those idle people standing along the sideline muttering "45 minutes left" to other merchants. You paid for this time, so use it wisely.

   5.  Follow up. Many shows supply you with a list of registered attendees, along with their dates and contact info. A follow-up message via USPS or email is often an effective method of spurring a potential client to action. If you choose the email route, design an attractive piece using a bulk email program such as iContact. Using a program such as this will also allow you to track when the email is opened, as well as any embedded links that were clicked on.

Do the same with the vendors you met; drop them a note and a small stack of marketing pieces or business cards. Better yet, schedule a visit and offer to photograph their site in exchange for a small display in their sales area.

Of course, the main thing is to do something. Doing nothing simply pushes you to the back of the pack where you'll be soon forgotten.

Whatever you do, make sure you do it in a timely fashion while your name is still fresh in the minds of your prospects.

Good luck - happy marketing!

- David Grupa