Transcripts
1. 01 Introduction: Hi, I am Joseph Calico. I am a photographer, entrepreneur and create
a based out of India. I have been doing
professional photography for over ten years now. I've been awarded best photography business
excellence award multiple times in my region. I also have a background in marketing management and with my knowledge and skill
in marketing management, combined with my
photography skills, I was able to build a solid online presence for
my photography business. I was able to reach
out to thousands of people through different
online platforms. And I am so glad that you check my course on digital
marketing for photographers. In this class, I will teach you the right
approach to building your online presence and growing your
photography business. When I started photography
or decades ago, I had no clue on how to build an online presence for
my photography business, or how to get more business from different online platforms, or how to do digital marketing. But over the years, I have learned how
to do exactly that. For my photography business. Building your online
presence requires you to understand who
your target audiences. Developing your distinct style and expression as
a photographer, and crafting a roadmap for
success in digital marketing. Although you may feel
that it is hard to stand out in the market filled with
so many good photographers. But I would like to assure you
that it is not impossible. This class is for beginners
who wants to learn digital marketing and build
their online presence. The project for this
class will require you to research and find out who
your target audiences, define your distinct
photography style, and develop a roadmap for achieving digital
marketing success. Don't let the idea
of establishing your online presence
overwhelm you. It's about standing
out from the crowd, forging a meaningful
connection with your audience, and constructing a
captivating portfolio. All of these can be done by anyone without any prior
training or technical knowledge. So let's jump into
the first-class now and start this thrilling,
adventurous journey together.
2. 02 Decoding Your Target Audience: This class is all about
defining your target audience, which perhaps is the
first step towards successful digital
marketing strategy. This step comes before you start building your
online presence. Your target audience is the
particular group of people you're aiming to reach out through different
online platforms. You should be aiming
to reach out to the group of people who would be most interested in your
photography and appreciate it. You might think that my
photographs are for everyone. And I must post all the different types
of photographs that I have ever taken on
different online platforms. So you would try to post
wedding photos, product photos, Seat photos, concert photos, wildlife photos, and many more. But if you are offering
all types of photograph, you are not specializing in any particular type
of photography. It's not the right approach. So instead of
marketing all types of photography to everyone, you must choose a certain
type of photography. It could be wedding photography,
product photography, fashion photography,
portrait photography, or anything else to a
particular group of people. The first and easiest step is to finalize your photography type
or your photography genre. Are you mainly capturing
wedding moments, are used specializing
in fashion photography. Are you focusing in
nature and wildlife? Each category will have a
specific target audience. If your focus is on
wedding photography, your target audience will be coupled who are planning
to get married? If you specialize in senior
year portrait photography, then your target audience are students who complete
their senior years. If you specialize in
landscape photography, then your target audience would be landscape photography
enthusiasts. If you focus on portraits, then your target audience
would be individuals seeking professional
or artistic portraits. Next, consider the demographic your
photographs best cater to. What is the age group of the people you are
focusing upon? What is their income, what is their gender? Understanding the
demographic that aligns with your photography
style will help you refine your target
audience even furthermore. Additionally, think
about whether your photography
is a niche or not. So in wedding photography, you may focus on
candidate photography or journalistic wedding
photography or fine art wedding photography. This will further narrow down your photography
target audience. Take a look at your
portfolio and ask yourself what type or genre of
photography you like the most, or you are best at. If you're not quite sure, ask for feedback from
fellow photographers, clients, or friends or family. You must figure this out
now so that you can build your digital marketing
strategy according to specifically appeal
to your target audience.
3. Unleashing Your Distinct Photographic Style: In this class we will see
how you can establish Your Distinct Style and
Expression as a photographer. This step is crucial and often overlooked by many
photographers in the field. Perhaps you have
witnessed this before. A budding photographers joins social media and starts
posting their work, only to realize that very
few people are following, are engaging with him. Does this sound familiar? Are you in a similar situation? This is what happens when
you neglect to develop your unique style and
expression as a photographer? Establishing your
unique style and expression means
defining a style of photography that
you like the most and it expresses your
creativity and feelings. This process is not
about being fake. Rather it's about
being yourself, leveraging your
strength and skills to your advantage when you establish Your Distinct
Style and expressions, consider two
important questions. Who am I and what do I
have to offer to others? Let's explore these
questions further. The first question, who am I, may seem simple, but it
requires introspection. Take a moment to reflect on your personality, your talent, and everything that makes
you special and unique. As a photographer. Don't underestimate yourself. Everyone possesses
something interesting. If you're not sure, think about the greatest
compliment you have received. Are asked your friends how they would describe
you to others. Once you have done
this soul-searching, create a list of four to five
dominant, positive traits. Remember, your expertise or proficiency in photography
is already undertaken. So focus on other strength that make you stand
out in the crowd. For instance, myList
includes being detail oriented,
creative, and empathetic. I am also personally known for my ability to communicate
with the clients, which sets me apart. You could be artistic, visionary, caring,
or supportive. Once you have your list, keep it aside for now and
move on to the next question. The second question,
what do I have to offer? It goes beyond your photography. While you are
captivating photography is undoubtably valuable, we are looking for additional
ways in which you can contribute and benefit
your target audience. This is important
because the market is saturated with countless
photographers and people need a reason
to choose you and engage with your work rather
than any other photographer. While some established
Photographers can rely on their name alone, for
most photographers, it is essential to offer
something valuable to attract attention and separate yourself from the competition. This offering should
also be relevant to your photography and your
specific target audience. Here are a few ideas. You can offer. A very unique and creative
photography style. You can customize packages and personalized photo
sessions for your clients. You can give high-quality
and professional prints and different kinds of
products to your customers. Fast and efficient
turnaround time can set you apart
from the market. Exceptional customer service and communication can also be
given to your customers. Innovative and modern
photography techniques you can apply in your photo shoots and
online galleries and platforms for convenient client
access can also be given. Finding a way to add value
to your photography, you become more compelling
and attract more customers. Now that we have addressed who you are and what
You have to offer, the final step is to
merge these aspects together and personalize your
service for your customers. The goal is to make
your photography feel extra special because
it is coming from you. While others may offer
similar services, your unique style and other
qualities will shine through. Avoid duplicating other photographers
processes and instead, focus on being the best
version of yourself. Refer back to your list
of traits and think about how you can infuse them into your photography and
you're services. For example, if you are known for your
attention to details, ensure that your image
convey diligence. If you are empathetic, connect with your subject and tell their stories
through your photographs. If you can communicate nicely, then make sure your customers are comfortable
during the shoot. By aligning your unique
qualities with your photography, you can create a distinct brand that can resonate with
your target audience. This personal connection
not only sets you apart, but also fosters
a loyal fanbase. People will keep coming back because they are fans of you, not just because of
your photography. Remember, building a strong
personal brand is the key to capture the interests
and support of your target audience. By following these steps, you will establish
a Distinct Style and Expression as
a photographer. Making your work stand out and attract a
dedicated following. Your unique perspective, combined with the
value you offer, will make your online
presence truly remarkable
4. Crafting Your Online Presence: Now since you have already identified your target audience, now let's move onto
the next level, which is setting up your online presence
as a photographer. While some photographers may
feel reluctant about using social media or website
or listing sites. But all these have become an essential tool that has significantly transformed the
photography and just see, the Internet offers
numerous opportunities for photographers to promote
their work and gain exposure. Neglecting this step can be
a missed opportunity for self-promotion when it comes to setting up your
online presence, building Your Online image. These are a few key elements
that you must consider. First and foremost, you will need a professional
photography website. This website will serve as a central hub where potential clients can
explore your portfolio, learn about your services, and get in touch with you. Additionally, it is important
to have a mailing list or WhatsApp group or
broadcast list to establish direct communication
with your target audience and keep them updated about your latest project
offers a news. Lastly, having a
photography blog can be beneficial as it allows you
to share your expertise, behind-the-scenes, stories, and tips with
your target audience. You can host your blog
directly on your website. These blogs can answer different questions that your
target audience may have. Setting up a photography blog also helps you in a SEO ranking. To rank organically
on Google or Bing, it is important to build
the right a Seo strategy. We will quickly see
a few things to consider for the
right SEO strategy. First, do keyword research to find out what search
terms possible. Clients who are looking for photography services
use the most. You can use tools like Google Keyword Planner and Google Trends for
keyword research. You could also use some
paid services such as age, ref, SME, rush, Uber suggest. You can also use AI tools
like chat, GPT, or barn. Second, make sure
that on-page SEO part of your website,
such as titles, descriptions, headings,
and alt texts for images, all are inline with
your target keyword. Third, make sure your photography website
has high-quality, informative content that shows off your skills and
draws people to it. For this, to make sure your visual content are
better for search engines. Compress images and give them names and all texts that
describes what they are. You must also pay
attention to local SEO by making a Google My
Business page and making sure that all the
different directories have the same contact information and locations of Your
Photography Business. Six days to get back links
from well-known sites to improve the authority and trustworthiness of your
photography website. Seventh is to make sure your website works well
on mobile devices. And it is easy to use for people who view it from their phones. The next point is to
use analytics tools to keep an eye on how your
website is doing and keep track of key
numbers so you can make decision based on data to
improve your SEO strategy, you can use various tools, but the best tools are Google Search Console
and Google Analytics. You can also use paid services. You can also write articles
for different websites and be a guest writer while you're
website mailing list, WhatsApp group, and blogs from the foundation of
your online presence. Relying solely on these
platforms are not enough. You will require
additional channels to reinforce your
marketing efforts. And that's where social
media comes into play. There are various social media
platforms to choose from, including Facebook,
twitter, Instagram, Pinterest, YouTube,
among others. It is not necessary to create
accounts on every platform, but rather select a
few that aligns with your goals and resonate
with your target audience. To decide which social
media platform to focus on. You can consider a few factors. First, experiment with
different platforms to find the one that you feel most comfortable using
and where you see the best result in terms
of engagement and reach. Second, take into account
your target audience. You have a specific audience
you want to cater to. Research with. Social media platforms
are most popular among your target audience and consider establishing
your presence there. By far the best social
media platforms for photographers or Instagram and Facebook to reach out to your target
audience and convert them. Pinterest can also
help you increase your website traffic and bring your target audience
to your website. Timing is also an important
aspect to consider. If you are just starting
out as a photographer, it may not be necessary
immediately set up a mailing list or
broadcast list. But it is a good idea to
create a social media page. And I'm blog to start
building an audience. Your online presence should grow alongside your
photography journey. And as you progress, you can add more platform to increase your
online presence. When setting up your
social media account, it is beneficial to keep your photography name
and username consistent. Using your chosen photography
name or incorporating photography into your own name
is a recommended approach. If you're name is Jane Scott, then you can keep Jane
Scott photography as your business name and also your username on different
social media platforms. You can also use other names
instead of your own name. But please avoid generic names
like capture photography, image maker, or Shutter
Bug photography, or Creative captures,
or any name like these. These names will not help you to establish Your
Photography Business. Also, no consistent
username make it easier for potential clients and fans to find you across different
online platforms. Similarly, maintain consistent default
profile photo or logo across all your
social media account to help with brand recognition. These are my tips for
effectively establishing your social media presence
as a photographer. Don't dismiss the power of
social media networking. It is a valuable asset
for photographers today, and you should embrace
it to your advantage.
5. Creating Your Strategic Roadmap: Now as you have the domain, the Distinct Style
and Expression that you are going to provide
as a photographer, it's time to create a strategic plan to
effectively delivered them. Let's break it down
into key elements. These are the who, what, where, when, and how. We have already seen who
your target audience is, and what you are going
to offer to them, or what kind of
photography services you are going to offer to them. Now let's focus on where, which refers to the
platform where you will be displaying your content. Chooses central platform to host your photography services. Whether it's a website, blog, dedicated social media page, or any listing website. Consistency is the key. Consider the visibility and
user base for each platform. Assess whether you
are a good fit for a particular
platform or not. For instance, you may think that making Twitter your
central platform, but this could be a bad choice. Twitter's character limit
and texts base focus may not effectively showcase the visual impact of
your photography. Image compression on Twitter can diminish the quality and
vibrance of your photographs. Also, Twitter's user
demographics may not align strongly with the target
audience that you have. Visual contents such
as photographs, may struggle to gain meaningful engagement in Twitter's fast pace and
real-time environment. While tutor can be useful for, for a brief update or
industry connections, other platforms like Instagram are better suited for showcasing and promoting your
photography portfolio or photography work. Next, let's discuss the Venn, Establish a consistent
posting schedule, such as once a week
or twice a week, or four or five times a week. This helps your
audience know when to expect your content while occasional breaks
are understandable, consistently, miss post without proper communication can
drive away your audience. Perhaps you could prepare your content in advance
whenever possible, so that you have a buffer in case unexpected
circumstances arise. Lastly, let's explore the how. It's not enough to simply
upload your content. You need to spread the word and attract people's attention. Start with optimizing the
titles or the description to include the relevant
keywords and hashtags that user
might search for, make your content discoverable
through search engines, leverage social media
platforms by announcing and promoting your
content on your profile. Utilize popular hashtags related to photography or
your specific niche. On platforms like
Pinterest, instagram, Facebook hashtags
can help expand your reach and connect
with a broader audience. By following this Roadmap, you will establish
a solid foundation for delivering your
photography content. Remember, to stay consistent, engage with your audience, and continue refining
your strategy. As you grow
6. Engagement with Your Target Audience: In this class, we
will see how to engage with your
target audience. You are already on
the right track. To build a strong
online presence for yourself as a photographer. Makes sure to make visually
appealing content. As a photographer,
your photographs are your most powerful tool for
drawing in an audience. Produce work of consistently high-quality
and aesthetic appeal that will resonate with
your target audience. In order to attract and
inspire your target audience, you should aim to
do the following. You must create emotions. You must tell stories
through your photographs, capture unique angles or
perspective of your subject. Show some behind
the scene footages. Show your viewers how you make photographs
behind the scene. Give them a glimpse into your creative process by telling them about the things
that go behind the scene. Not only will this make your
brand more approachable, but it will also make
your audience feel like an integral part of
your creative process. Prompt your audience
to comment or engage in a conversation
about your photographs. Try to know about their
thoughts, get their feedback, and encourage them to tell you about their own
photography experiences. This builds a
community and leads naturally to a
meaningful discussion, whole contest, and give away that encourages
audience participation. For example, you could
ask your followers to submit their finest images on a specific team or
encourage them to share your content
with their friends. In addition to
increase interaction, this increases exposure
to perspective. New followers
dedicate some time to responding to feedback left in the form of comments
and private messages, acknowledged their help,
respond to their inquiries, and strike up a
conversation with them, showing them that you
appreciate their participation. By responding quickly to their questions or remarks can
help you gain their trust. Whole live sessions
or webinars where you may communicate with
your audience and realtime. Viewers can be encouraged
to get involved by posting questions
and offer comments, create original and
exciting content by teaming up with other industry
influencers or models, or makeup artist or companies,
or fashion designers. By promoting each
other's content, you reach more people with your own content and maybe grab the attention
of your current fanbase, share and showcase user-generated stuff
from your followers. Ask them to mention you or your photography in
their social media post, share, or highlight their work
while giving them credit. Not only does this boost morale, but it also inspire others
to join and contribute. Attend photography
related activities, whether they are
online or in-person, such as workshop, conferences or presentations, or photo walks. Join a community or Photographers
to share your work, get feedback, and gain
insight from your peers. The photography community is a rich source of
collaboration and expansion. Therefore, it is
important to take the time to get to know
your fellow photographers, spend some time with
your audience to learn about them and engage
with them on their level. Making genuine connections is the key to growing fanbase
for your photography. Encourage satisfied
clients to provide testimonials and review for your work on your website or social media or on
different review platforms. Thank you so much. This is all for this class. We will see you in
the next class.
7. Mistake Mitigation: Before we finish, I
want to give you a few warning about
typical mistakes to avoid when you are working on your online presence or you're
doing digital marketing. Since I have been part of photography
community for awhile, I have seen some common
mistakes that can hurt the success of your
photography business. It's normal to have doubts about your abilities as an artist
or as a photographer. But showing off your photos should inspire
confidence in you. Instead of saying your work
is boring or ordinary, talk about it with enthusiasm
and with happiness. If you truly appreciate the elegance and the originality
of your photographs, you will find that others
will also appreciate. Second, be genuine with your audience without
going overboard. Show your humanity
as a photographer by sharing stories
and experiences. Don't use your social
media account as a substitute for your
private journal. Don't just go on a constant
complain or criticize people in your field or other photographers
are other people, those who work in your field always operate in a very
professional manner and try to see the best in other photographers and other
people in your industry. Big grateful for the people
who already follow you. Rather than desperately
trying to grow your following by any
means necessary. You don't want to appear
desperate because that shows your lack of confidence and scare away the
potential customers. Instead, show appreciation and thank your fan on a daily
basis for being there for you. There are many
strategic benefits. To express gratitude
on a regular basis. It helps you bond
with your audience in a favorable way that
keep them engaged. Your photographic
business might expand naturally thanks to the word of mouth from
satisfied customers. Furthermore, showing
appreciation for others strengthens your
brands trustworthiness, which in turn attracts
new customer. Remember, creating a
recognizable name for your photography
work takes a firm. Avoiding these mistakes
will allow you to craft a compelling brand story that will really connect with
Your Target Audience
8. Class Project: Let's quickly discuss our
project for this class. I have a great opportunity
for you to develop your own photography style and expression and a good
content strategy. Apply the knowledge you have
gathered here to create a photography brand that people
can't stop talking about. I would like to request
you to do following. Find your photography style
by focusing on four to five, maybe six Distinct
qualities that make you who you are
or make you unique. Consider what makes you stand
out from the competition. Brainstorm possible
extra services that you could offer
to your customers. By listing at least 56 of them. Mix your personality
with your photography, Write a statement that
explains how you plan to add your unique personality to the photography
services you offer. Think about how you
can make your photos a better representation
of who you are and how you see the world. Create a strategy and
figure out the who, what, where, when, and how. For your photography platforms, don't forget to post your projects in the
projects session so that I and other photographers
can see your hard work.
9. Final Reflections: We have learned a lot today, so let's apply it to build
your online presence. Remember, digital marketing is a powerful tool for
photographers to grow their business and establish a strong online presence for
their photography business. By identifying the
target audience, developing a Distinct Style and Expression as
a photographer. Egn, crafting a
roadmap for success. You can market your work and connect with potential clients. Building an online
presence through a professional website,
blog, social media, and other platforms is crucial for promoting Your
Photography Business and attracting a dedicated
following with her strategic approach
and consistent effort, you can stand out in the
competitive market or Photography and achieved
digital marketing success. Thank you. And please don't forget
to share your project. Also, if you like this
course or this class, please give a positive review. Thank you.
Joseph Khalkho, Photographer, Entrepreneur, Artist
