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December 1st, 2014

4 Tips for Making a Lasting Impression with Photo Clients

Sponsored by Zenfolio

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Whether it’s on your website or in a directory listing, how you present your photography business online is crucial when it comes to booking a new client. Minnesota-based photographer Shelley Paulson has been shooting professionally for eleven years, and she showcases her warm, Midwestern-influenced style of wedding and portrait photography on Photographer Central to help grow her business. Follow her four tips to make sure you’re wowing your prospective clients and making a memorable connection.

1. Boost Your SEO
Clients won’t remember you if they can’t even find you. Optimize every online channel you have for SEO so that you’re showing up in search results. Most web-hosting providers have this feature built into their product so you never actually have to worry about getting your pages indexed yourself. There are also directories like Photographer Central that do all of the SEO work for you. After completing the easy set-up process, the Photographer Central team works on driving traffic to the site and getting more exposure for your photography business.

2. Showcase Multiple Shoots
When sharing your portfolio online, demonstrate your wide range of skills and artistic abilities by sharing images from more than one shoot. If prospective clients only view images of the same subject against the same background all with similar lighting, your breadth of experience will hardly come through. A wide range of variety lets a client know that their photo shoot isn’t going to be an exact replica of someone else’s and will assure them that the results of their shoot will be unique, personalized, and special. Sharing shots from multiple jobs also conveys that you’ve had more than one client. Show your experience to clients so they’re sure their pictures will come out just as amazing.

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3. Limit Your Genres
You might be adept at shooting in seven different categories, but someone looking through incredibly different portfolios in one place might become overwhelmed. If you specialize in fine-art photography and commercial work, don’t combine the two because it lessens the impact of your portfolio as a whole by confusing the overall aesthetic. Consider separating each genre out into separate sections or pages so that clients can choose to only look at the ones they’re most interested in. On Photographer Central, you have the ability to publish up to five separate listings in a single account. Use each one to display a unique portfolio.

4. Don’t Skimp on Styles
Whether you shoot in photojournalistic, black and white, with natural light, or more, clients benefit from seeing examples of your entire range. For clients who aren’t aware of the differences, doing this can actually help them realize their style preferences, and better communicate that when it’s time for a consultation. Photographer Central listings allow you to select which styles you shoot so clients easily sort according to their own preferences, allowing you to connect with clients who are looking for your exact set of skills.

As a professional photographer, marketing and advertising your business can turn into its own fulltime gig. Make sure you have the time and energy to focus on your art by taking advantage of the resources out there that can alleviate some of your burden. Photographer Central is the directory that lets you utilize all of these tips and make a great impression on your next client.

Sign up for a listing and save 20% with code GETSTARTED20.

*Promotional code expires on December 31, 2014.

November 7th, 2014

Reimagine the Client Gift: Custom Self-promo Magazines

Sponsored by Blurb

While small self-promo pieces for clients are a popular option for photographers during the holiday season, a multi-page printed promo can have much more impact.

Fashion photographer Benjamin Kaufmann recently created his first print run of a custom self-promotional magazine that mimics the high-end glossy magazines that he regularly shoots for.

For design and production of the issue, Kaufmann turned to self-publishing platform Blurb. He found that the site’s design capabilities, high-quality paper options, and flexibility in production was the perfect vehicle to create a magazine tailored for his clients. And with on-demand printing, he could quickly follow up with new clients to solidify the relationship.

“The more one communicates on a personal level with clients and the more effort one puts into self-marketing, the greater the feedback will be,” Kaufmann says.

For the full article on PDNonline, click here.

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Photos © Benjamin Kaufmann

October 27th, 2014

PDN Video: Marcus Smith on How to Develop Your Brand Identity

Marcus Smith, Part 2: How to Develop Your Brand Identity from PDNOnline on Vimeo.

In a previous PDN Video, advertising photographer Marcus Smith explained how he used personal work to land his dream clients. After winning his first few commercial assignments, though, Smith decided he needed a stronger brand identity to maintain momentum. In this video, he explains how he figured out the right brand message for his business, communicated it to a designer, and got a professional-looking brand identity on a tight budget.

Smith will speak at Photo Plus Expo on a panel called “PDN’s 30: Strategies for Young Working Photographers” on Saturday, November 1 at the Javits Convention Center in New York City. Others speaking on the panel include Dina Litovsky, Greer Muldowney, Keren Sachs, and Tony Gale. For complete details about Photo Plus Expo seminars and events, see the Photo Plus Expo website.

Related:
PDN Video: Marcus Smith on How to Attract the Clients You Want

October 23rd, 2014

How to Boost Traffic to Your Site and Increase Print Sales

Sponsored by Zenfolio

You may be the most talented photographer in your genre, but unless you have an excellent web presence and advertising put in place, no one will know you exist. Here, we provide four crucial steps to get more exposure to your site, gain and retain customers, and boost sales for a profitable photography business.

1. Create an SEO-friendly website.

When potential customers are searching for a photographer in their area on Google or Bing, will your website show up? Aside from referrals, discovering photographers on search engines is the top way clients find who they want to hire, so making sure your website is SEO-friendly is key. Providing relevant keywords and text on your pages, such as geographic location and genre, will help. Zenfolio is built with HTML, so it automatically submits your sitemap to major search engines and lets you know which fields are important to fill out and display on your pages.

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2. Give People Incentives to Buy.

Now that people are on your site, how do you get them to buy? Creating time pressure, offering a special promotion or bundling products into packages are all great ways. To get customers to act, set an expiration date on a gallery so that they have a limited amount of time to purchase before the images go away. If you decide to offer a special promotion, create early bird coupons for those who make purchases within the first week photos are online, or include a gift certificate. Bundling products is great because people want more for their money. Create a package of prints and products, and lower the total cost of what customers would pay for the same items à la carte. Zenfolio has all of these features, including shopping cart reminders, so that a customer will receive emails reminding them of their unfinished orders, encouraging them to complete checkout.

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3. Follow Up with Offers.

After a sale has been made, it doesn’t have to be the end of the road. People are always in need of a gift for the holidays, anniversaries or birthdays. Offer discounted items or rewards for referrals, and keep in contact with clients on a personal level. With Zenfolio, you can set up a contact list that captures visitors when they come to your website, so you can send emails to them later.

4. Have Flash Sales.

Having several sales throughout the year is a great revenue boost. During the holidays, offer a big discount for presents, or participate in Cyber Monday or Black Friday. Put photos back online for a limited time, or offer new products, as framed prints or canvas wraps. With Zenfolio, you can easily create gallery banners so visitors are aware of the sale.

In order to be successful, it’s crucial to make new customers want to work and buy from you. Make sure your website is set up to sell and can easily be tweaked and changed as necessary.

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Get started on your own website today and save 25% on a Zenfolio account with the code getstarted25 at checkout.

August 4th, 2014

In Image Library for American Airlines, Erik Almås Discovers His Other Style

It’s a challenge for photographers to evolve creatively and keep up with the changing tastes and expectations of the market, while maintaining their brand identity. But photographer Erik Almås happened upon a new style while shooting for American Airlines, and he’s now using it to reposition himself.

Over the past 18 months, he has shot a number of assignments for the airline’s print campaigns and corporate image library, photographing everything from interiors to runway and in-flight beauty shots of jets. The shoots included two days with a Boeing 777-200. It was a big deal for the airline to take the plane out of service, Almås says, so he took advantage of it. “I had the camera going whenever I had the chance,” he tells PDN through his rep, Bennie de Grasse at Vaughan Hannigan.

An image for American Airlines' branding campaign. ©Erik Almås

An image for American Airlines branding campaign. ©Erik Almås

The images he produced for AA campaigns are tightly controlled, and reflect the hyper-real style for which he’s known. But while he was re-visiting his AA archive in search of images for his portfolio, he discovered that he had two separate bodies of work: the “studied” work used for the AA branding, and “more random shots” that amounted to unintentional personal work. The latter are quiet, contemplative images that Almås recently described in his blog as “the moment between the moment[s]” that comprise an “alternative narrative” to the campaign images. They were “somewhat unexpected for my style of image making,” he wrote.

He’s been posting those images on his Instagram feed every time he boards a flight to an assignment, which is frequently–he traveled 270 days last year. “Instead of posting the classic pictures of clouds out of the plane window with the wing in the corner on social media I would go through the American Airlines images and post some of those instead,” he tells PDN.

©Erik Almås

©Erik Almås

The process of reviewing his files with Instagram in mind “has brought a great awareness to how I edit,” he says. And Almås and his agent are now capitalizing on his more personal style.

The interest among advertisers in an “amateur” (i.e. “snapshot”) style “is accelerating due to the advancing of smartphone and camera technology,” de Grasse explains in an e-mail. “People are beginning to get used to this look and feel,  which creates a growing need for more images for more platforms.”

Almås adds that clients now expect photographers to shoot motion, behind the scenes images, and social media content–in addition to images for print campaigns. “If I can [let clients know] that I can give them all of this as a content provider I’m in a good place for the changes we already see happening,” he says.

©Erik Almås

©Erik Almås

©Erik Almås

©Erik Almås

April 2nd, 2014

PDN Video: Lens Blog’s James Estrin’s Career Tips for Photojournalists

Jim Estrin: 6 Tips for Emerging Photojournalists from PDNOnline on Vimeo.

James Estrin, founder and co-editor of Lens, the popular New York Times photography blog, talks about how to launch a successful career as a photojournalist. His tips and insight cover how to choose meaningful projects, the importance of photojournalistic process, and practical advice about portfolios, mentors, and relationship-building with editors and peers.

Related:
PDN Video: Is Your Photo Project a Contender for Lens Blog?
PDN Video: How to Get the Most Out of a Portfolio Review
PDN’s 30 Photographers Provide Career Tips to Aspiring Photographers
PDN’s 30 2014: New and Emerging Photographers to Watch

March 27th, 2014

PDN’s 30 Photographers Provide Career Tips to Aspiring Photographers (UPDATED)

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A panel featuring three of this year’s PDN’s 30 photographers discussed strategies for building a successful career and offered a wealth of useful tips to an audience of students and industry professionals at the School of Visual Arts theater in New York last evening.

The PDN’s 30 photographers, Bobby Doherty (still life), Billy Kidd (fashion), and Bryan Derballa (editorial/lifestyle), discussed how they found their visual styles, how they use social media to get noticed, build networks and land jobs, and the importance of learning and practicing good business skills. Photographer Tony Gale, a Sony Artisan of Imagery who has taught photography, and photo editor Emily Shornick of The Cut at New York magazine, also provided insights on navigating the industry. The evening was sponsored by Sony, Offset, Canson Paper and ASMP.

Describing how they launched their careers, Doherty, Kidd and Derballa all said they developed their visual styles by shooting whatever interested them a lot–even obsessively.

“It’s important to be making the kind of photos you would want to get paid to do, before you get paid to do it,” Doherty said.

Bobby Doherty's early makeshift studio.

Bobby Doherty’s early makeshift studio.

A 2011 graduate of SVA, he started by experimenting with conceptual still life work in his apartment at night. “I didn’t have any money. I had two flashes, and [bar] stools” and broom handles that served as stands (shown at right). Doherty says he was focusing on “how to accomplish an idea with as little as possible, technically.”

Kidd says when he moved from Arizona to New York, he did test shoots with models four, five, or six times a week–”whatever I could do,” he says. “I experimented with light, to find out who I was.”

Shornick emphasized the importance of developing a distinctive personal style. When it comes to hiring a photographer, she said, “”I don’t want to be surprised. I want to pre-visualize” what a photographer will deliver.

One of the biggest challenges for photographers is getting noticed. All the photographers on the panel said they take as much pleasure in sharing their work as they do in shooting it, and they use social media–particularly Tumblr–to build audiences.

Kidd said he posted images from his test shoots on a Tumblr blog. “That’s how my rep found me–from my Tumblr page,” he says. On his Tumblr page, he says, he posts “everything I shoot, and want to show people.”

“Be liberal and fun with your Tumblr,” advised Derballa. Years ago he started Lovebryan, a blog that features not only his work, but that of several other photographers whose work he likes. Derballa also noted that he uses Tumblr “to follow trends” by looking at what other photographers are shooting.

Panelists also discussed the importance of personal connections and face-to-face networking. Doherty says working as an assistant eventually led to a job with Lucas Michael, who shoots for New York Magazine. That led to a meeting with Director of Photography Jody Quon, and a couple of weeks later, Doherty had his first assignment from the magazine.

Kidd says he got access to models for test shoots through a friend who worked for modeling agencies. Derballa got his first assignment from The Wall Street Journal after a chance meeting with former photo editor Matthew Craig while Derballa was talking about a self-funded assignment at a bar with another photographer.

The discussion also turned to business practices, particularly the importance of good communication skills, dependability, and presenting a professional appearance in your emails and invoices.

Here are some tips the panelists offered:

On networking:

Connect with everyone you can while still in school, including teachers, fellow photography students, and students in other departments.

Attend industry events and meet everyone you can, without thinking: Who can I talk to who can give me work?

If you’re shy, and feel uncomfortable schmoozing at events, force yourself to go with a goal of meeting just one person. Those connections multiply, Gale said. “Then you’re the person who everyone wants to meet because you can introduce them to other people.”

On assisting:

Be an assistant. By assisting, Gale explained, you connect to people and resources, “and you learn so many things it’s not possible to learn in school” about technique and business.

To get assisting jobs, a good attitude is more important than technical know-how, Gale said. “What I need is someone who is going to be paying attention, and not be upset that I said ‘everybody is going to need coffee’ or ‘sorry, but you have to stand out in rain and watch the gear.’”

When you send e-mails asking about work as an assistant, personalize them, Gale advised. “Don’t send an e-mail addressed to 30 other photographers.” And don’t talk about what a great photographer you are, he said. “I don’t care.”

On approaching photo editors:

“Email with a link. That makes it easy to bookmark you,” Shornick said. Mailers just get thrown in a drawer and forgotten. Email “every now and then” about a recent assignment or new personal work, she added. “Quarterly is a good approach.”

No cold calls. “I’m really busy, I just don’t have time,” Shornick said.

Don’t show up unannounced. “That’s really inappropriate.”

Make sure your web site loads fast, and is free of bells and whistles. “I hate Flash websites. I just want to see your work,” said Shornick, who has discovered photographers at portfolio reviews and through Flickr.

Provide multiple contacts and Indicate your physical location. “If I can’t figure out where you live I’m never going to hire you,” Shornick said.

On providing good service to clients:

Be dependable. “The most important thing is [meeting] deadlines,” Shornick said.

Be responsive. “I always pick up [phone calls]. It’s probably someone who wants to hire you, or wants to know why the photos aren’t there,” Derballa said.
“Yeah, pick up the phone,” Shornick said, or she’ll just call another photographer.

UPDATE: The School of Visual Arts has published a video of this talk:

Related articles:

PDN’s 30 2014: New and Emerging Photographers to Watch

9 Tips for Getting Hired (and Re-Hired) as a Photographer’s Assistant

December 23rd, 2013

PDN Video: How to Get the Most Out of a Portfolio Review

Portfolio review events geared toward photographers have proliferated in recent years, and they’re “a great place to meet a peer group, and start a dialogue about your photographs,” says photography consultant Mary Virginia Swanson. But at a cost of several hundred dollars, not including travel expenses, portfolio reviews are an investment. In this video Swanson offers tips about how to get the most out of a review, including information about how to select reviewers, how much work to present, and some of the questions to ask reviewers about opportunities to sell or license your work.

September 10th, 2013

Tired of Getting Passed Over for Ad Shoots That Go to NY and LA? You’re Not Alone

A perennial complaint of photographers working in small and medium-sized markets is that big ad clients in their local markets ignore them in favor of photographers in New York and Los Angeles. Photographers from around the country reminded us of the indignity when we were interviewing them for “5 Great Markets to Live and Work In,” a series of articles now running on PDNOnline.

“We get passed over for talent on the east and west coasts,” said photographer David Turner of Minneapolis, one of the five cities we feature. (Minneapolis has 68 ad agencies, plus another 75 graphic design firms and in-house agencies).

Jacob Pritchard told us the big disadvantage of being a photographer in Denver is “be[ing] overlooked for the bigger budget ad campaigns…in favor of NYC and LA-based photographers.”

Therese Gietler, partner and producer at the Andy Batt Studio in Portland, Oregon, says the studio has never been asked to bid for a job at Wieden + Kennedy (a national agency based in Portland) even though she knows creative directors there. But Gietler is philosophical about it.

“It’s easy to be bitter about it, but [clients]  have a lot on the line, with giant budgets. They’re going to choose the person who they can trust to deliver. It’s a sad fact they make presumptions that the local guy can’t deliver.”

In other words, it’s nothing personal, and it’s a prejudice that is unlikely to disappear. But Gietler and others listed numerous advantages of their markets to compensate for the inattention of those national clients. Details can be found in our stories about those markets, which are now posted online.

Smaller Markets Photographers Are Big On: Portland, Oregon
Smaller Markets Photographers Are Big On: Charlotte, North Carolina
Smaller Markets Photographers Are Big On: Denver & Boulder, Colorado
Smaller Markets Photographers Are Big On: Atlanta & Athens, Georgia
Smaller Markets Photographers Are Big On: Minneapolis & St. Paul

September 5th, 2013

Facebook Makes Alarming Changes to Terms, ASMP Breaks Down the Changes

Facebook has altered their terms of service to make it possible for companies that pay the social media network to utilize Facebook users’ content and likeness without compensation or permission. The changes are sure to alienate Facebook’s users in the creative community, who make a living from licensing their work and content.

Among the changes is this gem:

“You give us permission to use your name, and profile picture, content, and information in connection with commercial, sponsored, or related that content (such as a brand you like) served or enhanced by us. This means, for example, that you permit a business or other entity to pay us to display your name and/or profile picture with your content or information, without any compensation to you. If you have selected a specific audience for your content or information, we will respect your choice when we use it.”

ASMP created a handy Q&A about the new terms of use that helps break down the changes and what they mean for photographers.

This comes on the heels of the ASMP-led criticism of Instagram that was recently issued.

We have to wonder, at what point will a social network take the step to actually compensate the users that make it tick and protect them from unauthorized exploitation and surveillance? Seems to us like a network that figured out how to do that would find a community very quickly.

Related: Photography Trade Organizations Take Aim at Instagram Terms
AFP, Washington Post Violated Daniel Morel’s Copyrights, Judge Rules
Morel Case Highlights Copyright Risks of Social Networks