I’m going to guess that there are very few professional photographers out there who still don’t have a Facebook page for their business. It’s no secret that social media has become one of the most valuable platforms through which small business owners (and big business owners, for that matter) can market themselves, and so having a presence in places like Facebook is a worthwhile move, to say the least.
For starters, unless you choose to buy Facebook advertisements, it’s free for a Toronto newborn photographer, like myself, to interact with existing clients and to reach out and connect with prospective clients via a Facebook fan page. Where many professional photographers get hung up with Facebook, however, is that they don’t actually know how to effectively use the social media platform to market their brands.
Having worked as a Toronto newborn photographer for several years, and coached many other photographers on how to effectively market their businesses, I feel I have some valuable insight to pass on to other professional photographers who want to learn how to put Facebook to work for their businesses.
Facebook is a Place for Professional Photographers to Socialize with their Target Market, Not Hard Sell
If they were to be truthful, any Toronto newborn photographer would say that the sole reason they have a Facebook fan page is to drive more business to their studio, not because they have a great deal of spare time with which they want or can socialize for the fun of it. Although you’re motivated to use Facebook to bring more business to your studio, this is not a social media platform where constantly battering your fans with sales pitches will win you any favours.
People use Facebook to be social, and so professional photographers should tailor their interactions within the site to engage existing and potential clients, answer questions when they arise, and share content or images their fans will appreciate. Think of how you can demonstrate your authority in the photography industry without overtly marketing your brand.
Here are some effective ways for professional photographers to interact in Facebook while inadvertently popularizing their brands:
- Answer questions: Whether they’re directly related to your service offering or have to do with another aspect of photography, such as parents who wish to take better pictures of their children at home, answering your fans’ questions is a good way to demonstrate your authority as a Toronto newborn photographer. Or, pose a simple question to your fans to generate conversation and keep people interested in your page.
- Hold a contest: This Toronto newborn photographer regularly requires models for teaching workshops and to create promotional materials for the services I offer. To create interest and to do something fun for my Facebook followers, I’ll create a contest where fans submit photos of their babies or themselves for a chance to win a spot as a model in what is essentially a free photo session. Not only does this interest existing Facebook fans, but they’re always willing to share the contest with their friends, which brings new fans or ‘likes’ to the page. While professional photographers who wish to go this route will have to do so according to Facebook’s contest rules, it’s a great way to create a bit of buzz for your business, which keeps your fans engaged.
- Share your business news: Professional photographers should use this platform as a place to share what’s new and exciting with their businesses. Getting set to offer a new service or moving to a bigger and better studio? Keep your fans up to date. When they’re in the loop, they feel a deeper connection with your brand and customer loyalty is at the heart of every successful business.
- Share your photos: For a Toronto newborn photographer, this may seem pretty obvious, but Facebook is the perfect social media platform in which to share the images from your recent photo sessions. Plus, a photographer’s portfolio is undoubtedly the best way to attract new business.
- Interact regularly: When we’re busy, it can be difficult to find the time to share photos or to write or dig up new content to share with your fans. Even still, professional photographers who commit themselves to interacting with their fans on a regular basis will reap the rewards of a loyal customer following.
This is really just the beginning of how professional photographers can and should be using Facebook to market their businesses. Create a vibrant online presence within this highly popular social media platform to ensure your brand stays front and centre in the minds of your target market.
If you’re interested in learning more about successful marketing tactics for your photography business, call 905.449.2200 for more information on the upcoming workshops at Chandra Lee Photography.
