Field Report:

The Non-Glamorous Side of Photography

The Secret to Social Media for Photographers

I have written a lot about social media on this blog not only because most marketers are talking about it but because many photographers have expressed doubts about it. The truth is that social media is integral to most online marketing efforts these days. There are no rules which is probably what scares photographers the most but look at all the photographers who have become known as subject matter experts in the past several years. How many of them were widely known before the internet? The barriers to entry in order to get published in the past was determined by print publishers but now they don’t nearly wield as much power in the past and there are so many more opportunities to make a name for yourself. Take this blog post for instance. Sure I could have pitched this article to PDN or a mainstream business publication and pray that I get a heavily-edited version published months later but instead you get to read the original version here several days after I wrote it.

When I started this blog, my intent was to share some of the things I’ve learned in marketing to photographers that might not have a background in business. My photo blog wasn’t really an appropriate place to talk business since the blog is meant to highlight my photography so I created this blog as sort of a business information archive that I could direct photographers to if they had questions. It takes some time to write the articles for the blog but the benefit to me is that it helps to establish some credibility with my target audience and open up additional opportunities to get my name out there that I wouldn’t have had otherwise.

I bring this up because photographers have traditionally written for magazines and authored photo books for the same purpose; to get their name out there, build their reputation and leverage that reputation to monetize other products and services. Lets face it, for most people, the pay for writing magazine articles and books doesn’t really justify the time incurred for developing the query, negotiations with the publisher, development of the article, re-editing and dealing with the accounting department of the publisher. Their real intent is to develop a brand around their name. Legendary nature photographer, Art Wolfe, has even been quoted as saying that he has done 60-something books but they don’t earn him much money and are basically a break-even deal but what being so prolific does for him is keep his name out there. Another example is that there are some well-known wedding photographers that shoot weddings for the same purpose. Shoot a few select weddings every year, broadcast how cool they are online then spend the rest of the year pushing their products and services onto other photographers because they have realized there is more earning potential to marketing to other photographers than in the actual art of photography.

So it’s true. Unless you have a plan for leveraging your reputation, publishing via traditional print or social media is merely for vanity. It doesn’t pay well on the surface but if you have a plan and stick to it then social media much like print publishing in the past can be your keys to the kingdom. That is the secret to social media for photographers.

February 22, 2011 Posted by | Marketing, Web | , , , , , | 4 Comments

5 Methods of Using Social Media Networks to Promote your Photography Business

Social media has become a very popular method to promote business. The benefit of using social media networks is when you do-it-yourself it does not cost a lot of money for your promotions. So where do your start? Following are five methods to help you develop your marketing campaign on social media networks.

1. Blogging: Blogs are very easy to create and can be as effective as a website. Several platforms offer free blogs. Two of the most popular are WordPress and Blogger. Both offer plenty of plugins and themes that will make your blog unique to your business and will help you promote it. Simply post interesting content on a weekly schedule and you will begin to gain readership. Ultimately, your business will become an information resource for your customers.

2. Create a Facebook Fan Page: A Facebook fan page offers readers a friendly explanation of what your business specialty is. Setting one up is a simple process and you should post fresh content daily. Images help attract readership so you could post some of your recent photos or a series of them on your page. Social networks like Facebook are people oriented so the more you can keep your business message personalized, the better.

3. Create a Slide Show: Create a slideshow of the photographs that represent your business and upload them to Scribd and SlideShare. Be sure your blog and Facebook URL’s are posted with your slideshows so prospective customers can find your sites. Fresh slideshows will help drive customers to your sites.

4. Twitter: Twitter is a real-time social network tool and offers an excellent opportunity to Tweet about an event your business is sponsoring. Just be sure you do not over sell. Remember you are simply publishing information and should not use it as a sales tool.

5. Post Your Photos on Twitpic: Twitpic is an excellent tool that allows you to upload your photographs to Twitter directly. People respond to visuals and a photography business is a natural for Twitpic. Simply upload your pictures from your phone or camera. Your followers will click on them and be able to read what you have posted. The key is to use striking photos that represent your business or event.

You have probably heard the social media debate discussing whether it is right for all business. One camp says that social media is helping businesses across the globe while the other camp says it is a fad and not worth the effort. So what is the answer? I firmly believe that any business that has customers is “social” and should use social media networks for promotion.

Guest Post by Louise Baker. Louise writes about online degrees for Zen College Life. She most recently wrote about the best colleges online.

August 18, 2010 Posted by | Marketing, Web | , , | 1 Comment

Social Media Article on Black Star Rising

My latest article for Black Star Rising might be of interest to you since I have previously written about social media in several posts on this blog. This article addresses the questions that people might have regarding the purpose of social media.

Here’s the article:

Is Social Media a Waste of Time for Photographers?

January 26, 2010 Posted by | Marketing, Web | , | 1 Comment

Social Media Monitoring for Photographers

With the growing popularity of online social networking / chatter / media whatever you want to call it, information has never been more readily available for photographers. If you want to know what any particular demographic is looking for or talking about then there are software applications out there that help you do this research. For a marketer this is information that companies paid millions in research for in the past. For you and I, the small business owner, it costs nothing.

Take Twitter for example, which is characterized by it’s fast-paced speed of updates. Mainstream news outlets like broadcast news, newspapers and the radio aren’t even the first to break stories these days. Often times the story has spread virally via Twitter before any mainstream media outlets catch wind of it. Now imagine being able to listen in on any subject of discussion on the Internet like Superman. You don’t need a stock agency wants list anymore. Those will be outdated by the time they are published. The information is already out there for the taking. Experienced photographers should be able to gather a lot of useful information from adopting these new methods if they embrace the technology. Be creative. Think creatively.

There are applications out there such as TweetDeck that allow you to not only interact with your friends on Twitter, but you can customize searches around specific terms and see what people on Twitter are talking about in real-time. Keep one column active for the search term “stock photography” and it is fairly obvious that many people (especially photographers) out there are woefully uninformed about the photo licensing industry. Even more telling is the amount of people who expect to find great photography for little to no money. If you can stomach this type of dialogue for long enough you will also find gems in there such as a photo buyer who tweets about having difficulties while looking for a specific image. Maybe you are that person who can help them out. Be sure to know what you are talking about though. Know the value of your work to the end user. If you have the right image at the right time then the buyer should be willing to pay what’s necessary for it. A twist on the old saying, you get paid only what you ask for.

TweetDeck Social Monitoring Example

TweetDeck Social Monitoring Example

Market research is just one of the many other uses for social media monitoring which includes PR activities such as reputation management but that is a huge topic all on its own.

Updated 5/11/09: As requested, here are some other apps you might want to try for social media monitoring –

twirl
PageFlakes
SM2
Raven

April 30, 2009 Posted by | Marketing, stock photography, Technology, Web | , , , , | 6 Comments

Social Networking Etiquette 101

It is no surprise that anytime an opportunity presents itself, there will be marketers flocking to it. The problem with marketers is that they often jump into a new medium without fully understanding the motivations of those using the medium. I am writing this because I have been noticing more and more lately that people are creating Twitter accounts with no intention of interacting with people at all. These people just care about pushing their products or services onto people. Well guess what, those old-school push marketing tactics only serve to drive people away from you.

It is in really bad taste to DM someone with a sales pitch as your first line of correspondence after they have added you. It’s even worse if you DM someone your spammy message and haven’t reciprocated the add so they can’t even respond back to you. If you have built your profile effectively then there is no need to do this because we would already know what you’re about. When someone adds you on Twitter, the chances are that they have seen your line of work already and don’t need to be talked at in order think positively about you. Just like when you see someone in person that you want to talk to, you should be personable. Say hi and ask them how they are doing, or compliment them on something. Be sincere. You wouldn’t just walk up to someone and shove your business card in their face saying “I’m the shit. Now check out my website, goodbye.” It is also perfectly fine to not say anything and see if they want to say something first. Play your cards right and they’ll want to get to know you. Play them wrong and they’ll be indifferent to you.

Most marketers who aren’t experienced at social networking treat these activities as if they were the same as their mass media outlets. There is a huge difference. In mass media, it is generally expected that you are not talking to any specific person as it is an impersonal form of communication. In social networking sites however, it is all about direct communication with individuals. People join these sites to communicate with each other not buy stuff. It is about relationships and dialogue. You have to work at it in order to get to the relationship stage. Maybe then at that point, they might want to buy something or maybe not, but at least you’ll have acquired a brand champion.

Perhaps this blog post should be re-titled as, “Relationships 101”.

December 24, 2009 Posted by | Marketing, rants, Web | , , , | 9 Comments

Social Networking Websites: A Waste of Time for Photographers, or a Smart Investment?

Popular Social Networking Methods: Twitter, Facebook, MySpace, Digg, AIM, blogging, podcasts, LinkedIn, Ning, Plaxo, Pownce, StumbleUpon, online forums, etc…

Are these worth the time if you are trying to market your photography? It depends on what your business plan is. If you use the internet to generate leads for your business, then some of them might be worth your time if you have a clear idea for who you plan to reach. If your website is just there to remind existing clients that you are there then social networking sites might be a waste of time for you other than say a blog and an RSS feed.

They are mostly promotional tools for me, otherwise I wouldn’t bother wasting more time on the computer with them. The newest fad that I like, are widgets. These cool looking “online ads” are bits of code that these social media sites allow you to paste your info onto blogs and any other online sources.

Online Forums: the most obvious benefit to these is to network with your peers. A side benefit to this is that the photographers that you develop relationships with can end up in a link trade which helps with search engine rankings. Also, these are people that you can swap insights with, image critiques, and good company to go shooting with. I regularly participate on the Nature Photographers Network because these are people whom I consider to be my peers. Photo.net is also a great source for general information though I don’t actively participate on that site. A good idea to employ with these sites is to include your URL’s in your signature as a promotional tool for your website every time that you comment in addition to being link juice. I would also recommend spending some time on the photo business forums which are listed under the links on the right. I won’t elaborate on Flickr right now because I have serious reservations about the overall culture of that site.

Follow Richard on Twitter!

Twitter: Many people use this to “tweet” every detail of their personal lives, but I try to minimize that in favor of promoting my photography activities. I have some photographers on my follow list on Twitter so it’s a good word of mouth PR outlet. Twitter is pretty mainstream with the web 2.0 crowd so it is definitely worth investigating. Even art buyers follow photographers on Twitter so it’s an easy way to provide updates on what you’re doing professionally. Another cool thing about Twitter is the widget that you can put on your blog to help your readers keep up to date with you.

Become a fan of my Facebook artist profile in order to enter a drawing for 10, 12×18 inch Lightjet Archival fine art prints of your choice.

Facebook is another source where you can add your RSS feeds and mass-email people on your friends list. Almost everyone uses Facebook these days so if you have the right contacts then it could be worth your time. Beware that it is easy to get sucked into time-waste mode on this site with all the games and stuff you can add to your private profile. I’m guilty of it.

Digg is primarily for driving large numbers of traffic to web articles. This is probably the least targeted method of web marketing for professional photographers but if enough people link to your article then it could drive up your search engine rankings. I personally spend very little time on here because I think these are just for short-term popularity boosts rather than long-term brand building. More geared toward breaking news stories because the controversial stuff is what tends to get Digged.

These are just a couple of the well-known online networking sites and there are new ones everyday. The key is to not get sucked into every little detail where you lose track of the ultimate goal: promoting your brand and networking with your professional peers. The two social networking methods where I feel that I get the most bang for my buck is blogging and the online forums. The others, I could probably live without. Remember the most important website for your business is your own. Invest the most energy there.

July 21, 2008 Posted by | Marketing, Technology | , | 3 Comments

Weekly Photography Links – 6/24/12

It’s been a while since I’ve done a Weekly Photography Links post so I’d like to resume doing these in the future. There is a lot of great photography industry articles and content that I’m seeing almost every day via my social media streams so this is a place where I’d like to compile them as a informational resource, which was the intent of this website in the first place.

Legendary National Geographic photographer, Sam Abell talks about the Life of a Photograph, which is also the name of his book. I recommend watching this entire video.

Don’t Make This Same Pricing Mistake I Made – Good advice from Charlie Borland, a longtime nature stock photographer.

Photography and the Law – Seminar in Los Angeles put on by California Lawyers for the Arts.

In the Field with Jay Goodrich #2 – Photographer and writer Jay Goodrich highlights how he captured a mountain bike image while on location in Eagle, Colorado shooting for Dirt Rag Magazine.

Video that attempts to answer the age old question: how much to charge for your photography.

A Wildlife Photographer Talks Ethics In Taking Pictures And Manipulating Images – My wildlife photography ethics article has been published by Wildlife Art Journal.

I know lots of amazing photographers who are broke – The main takeaway is that professional photography is a business more than it is about talent.

The First 70 Trailer – A well-executed trailer video documenting the closure of 70 California State Parks.

Cooperation Replaces a Lone Wolf Approach to Photography – Some photographers are opting for a co-op approach to photography business.

The Kickstarter Experience – Mike Spinak shares his experiences and thoughts about crowdsource fundraising photography projects on Kickstarter.

The Impact of Authoritative Links, Mentions, and Shares on Rankings – interesting study on how links and social media are having an impact on SEO rankings.

31 Days to Overcome Your Fear of Shooting Street Photography – free eBook that sounds interesting.

Flying a Camera on a Kite Over the Statues of Easter Island – video about how a National Geographic photographer managed to get aerial photos by flying his camera on a kite.

June 24, 2012 Posted by | Weekly Links | | 2 Comments

Keyword Smart Software Review

One of the benefits of having a solid social media presence is being able to test and review photography-related products and services. Recently on Twitter, I was introduced to Keyword Smart, so in exchange for being able to use their product, I agreed to provide them with a review. In the past I’ve written about photo keywording strategy so that would be a good primer into how I approach keywording. So without further ado, let’s get into the review.

Why?

The goal of Keyword Smart and other photo keywording software is generally to help ensure that all of your important bases are covered in an efficient manner. Keywording images is a laborious task that many photographers do not enjoy but it is a necessary task if you expect to sell your photography effectively. Keywording not only allows clients to search through your images on their own, but also to help you as the photographer find your own images for urgent photo requests. Maybe if you are first starting off, you can remember the content within all of your images off the top of your head and be able to find them, but once you are more than a few years into your photography career, this will not be possible nor advised.

Keyword Smart is a web-based tool with an innovative approach to streamlining this process. It allows you to enter in your existing keywords into the bulk keyword box then it auto-populates those keywords into keyword taxonomy categories where it generates a master list of synonym and plural terms. You can then use the drop-down menus to drill further down into each keyword category and select additional keywords. These keyword categories are meant to ensure you have entered in keywords for all the types of terms you might not be aware that photo editors typically use such as “no people” or “action shot” for instance.

Keyword Smart for Photographers

Keyword Smart / keywordsmart.com

Cognizant that many photographers enter in their photo meta data within Adobe Lightroom, there is a plugin available that integrates with Lightroom. My workflow doesn’t currently involve keywording within Lightroom so I haven’t tried this feature but I think it sounds like a great feature for those who keyword within Lightroom.

Since Keyword Smart operates as a subscription, web-based tool, their keyword catalog is constantly being updated based on industry feedback and user-behavior. I think this is great method to eventually building up a very accurate, up-to-date keyword catalog. As is, they already claim to have over 130,000 keywords within their system at the time of this review. As the keyword catalog grows, I see this further speeding up the keyword process for photography industry professionals.

Now let’s take a look at the keywords I was able to produce. I chose three images of different genres in order to highlight diversity within the keyword sets.

Grizzly Bear Cub Standing in Meadow at Silver Salmon Creek, Lake Clark National Park, Alaska

Grizzly Bear Cub Standing in Meadow at Silver Salmon Creek, Lake Clark National Park, Alaska

Original Keywords: grizzly bear, bears, cub, cubs, baby, babies, alaskan brown bear, lake clark national park, cook inlet, alaska, usa, wildlife, nature, animal, ursus arctos horribilis, grass, meadow, grizzly bear, ursus americanus, bear, grizzly, grizzly bears, grizzlies, united states of america, cute, cuteness, standing, stands, stand, curious, curiousity, awareness, silver salmon creek, water

Keyword Smart Keywords: 1 animal, alaska, carnivora, lake clark national park and preserve, north america, summer, summertime, u.s, u.s.a, us, usa, united states of america, ursidae, ursus arctos, adorable, animals, baby, brown bear, brown bears, burly, coast, coastal, color image, colour image, cook inlet, cub, cubs, curiosity inquisitive, curious inquisitive, cute, cuteness, day, daylight, daytime, endearing, eye level shot, eye level view, field, grasses, grizzly bear, inquisitive, inquisitively, inquisitiveness, looking, lovable, loveable, mammal, mammals, meadow, natural light, nature, nature photography, no people, no person, nobody, one animal, outdoor shot, outdoors, outside, posture, remote, seaside, silver salmon creek, straight-on shot, upright, vertical, vertical format, wilderness, wildlife, wildlife photography

My grizzly bear cub image had 51 keywords when I originally keyworded the image. For the purposes of this review, I started from scratch when building the new keyword list from Keyword Smart, which ended up producing the 105 keywords listed above. Going through the keywording process via Keyword Smart, helped me to come up keywords that I had never considered previously. It’s impossible to know if having these additional keywords will lead to increased revenue at this point, but this will potentially give me more chances to sell my work which is all we can hope for with great keywording technique.

Cowboy Running from Bull at 2011 Frank Bogert Memorial Rodeo, Palm Springs, California

Cowboy Running from Bull at 2011 Frank Bogert Memorial Rodeo, Palm Springs, California

Original Keywords: bull rider; bullriding; danger; fear; dangerous; extreme sports; rodeo; 2011 frank bogert memorial rodeo; palm springs; southern california; usa; united states of america; inland empire; outdoor; running; san bernardino county; americana; culture; entertainment; rodeos; safety; prca; pro rodeo; palm springs convention center; arena; cowboy; cowboys; westfest

Keyword Smart Keywords: 1 animal, 2011 frank bogert memorial rodeo, americana, north america, u.s, u.s.a, us, usa, united states of america, action shot, action shots, afraid, animals, arena, bull, bull rider, bullriding, bulls, color image, colour image, cowboy, cowboys, culture, cultures, danger, dangerous, dangerously, entertainment, extreme sport, extreme sports, fear, fright, frightened, frightening, hazardous, horizontal, horizontal format, inland empire, one animal, outdoor, outdoor shot, palm springs, palm springs convention center, prca, pro rodeo, rodeo, rodeos, run, running, safe, safely, safety, san bernardino county, scared, scary, southern california, sports photography, terrified, terrifying, terror, unsafe, westfest

In the above rodeo image, I had 46 keywords when I originally keyworded this image last year. Through Keyword Smart, I generated a list of 91 keywords. Clearly this is helping me build a more comprehensive keyword list of important terms. These are not just filler keywords, there are some real descriptive terms that I’m getting out of this.

Pasadena City Hall at Sunset, California

Pasadena City Hall at Sunset, California

This photo of Pasadena City Hall is a new one that I don’t have existing keywords for but I did come up with 79 keywords for this example.

Keyword Smart Keywords: north america, u.s, u.s.a, us, usa, united states of america, architectural, architectural photography, architecture, building structure, building exterior, city hall, cityscape, clouds, color image, colour image, day, daylight, daytime, exterior shot, garfield avenue, government building, government buildings, historic landmark, horizontal, horizontal format, italian baroque dome, los angeles county, municipal building, natural light, no people, no person, nobody, outdoors, outside, partly cloudy, pasadena, renaissance architecture, road, roadway, san gabriel valley, sky, southern california, stormy, street, structure building, sunset, travel, urban

Overall: I have just scratched the surface of what can be done with Keyword Smart. In addition to the features I’ve already mentioned, there is the ability to edit your own taxonomy to fit your personal keywording style, which I like a lot. I intend to make heavy use of this feature which I believe will help take my workflow to the next level. I am frequently keywording images so any edge I can get on this, you can bet that I will take advantage of. Based on my communications with the owner, it’s clear that they are serious about building a quality product for photographers and art buyers, so I will wholeheartedly recommend trying out Keyword Smart.

Visit Keywordsmart.com for more information.

April 10, 2012 Posted by | Digital Workflow, Product Reviews, software, stock photography | , , , , | 5 Comments

Creative Industry Evolution and Extinction

I found this Fast Company article titled, Mayhem on Madison Avenue, to be a fascinating read. As a former ad industry creative, this really came as no surprise to me as I had realized that most of the creatives at the ad agency I worked several years ago had no idea about digital much less had experience with blogging, SEO, social media, etc…  Such was the case at the other places I worked at following that agency. The sad part was that no one figured their career path might be going extinct. Well that day is has already arrived according to this article.

Sue, the T-Rex at the Field Museum, Chicago, Illinois

Sue, the T-Rex at the Field Museum, Chicago, Illinois

The article cites agencies struggling to price work in the digital era because clients want more work but are willing to pay less for the work. Various business models have popped up in the meantime including crowd-sourcing ad creative. The “race to the bottom” if you will. Ten years ago when all media spend was limited to print, broadcast and radio it was easy to work in the industry because reaching people was rather formulaic and several large holding companies owned all the advertising spend. No longer. There are a million different ways to reach the consumer now and for the consumer to receive content. “Competition” is popping up in all sorts of places that never existed previously.

Sound familiar? Yes. The photography industry has already been heading down this path for ten years now as you already know. You can literally swap out the words ad agency for Getty / Corbis and photographers and write the same story.

Having only been a photographer during the internet-era, however, I feel there has never been a more exciting time to be a creative person because of all these reasons. My photography website for example reaches tens of thousands of visitors per month and I have about 1,000 more people that I reach on a daily basis via the social media sites I’m on. Had the internet not been around when I started photography, I probably never would have even bothered to try sharing my work much less talk about it because what audience would I have – family, local camera club, a stock photo agent, and a few clients? There’s not a lot of people where I live that are into outdoors and the type of photography I do.

Had this been 15 years ago, I’d probably have a few photos hanging on display in the local library, setting up a booth at weekend farmer’s markets and art fairs, be on the phone all day cold-calling and maybe consider running some print ads in advertising award annuals with no guarantee of success but a lot of money out of my pocket. But this is 2010 and here are two sites I have had an opportunity to be featured on in the past week:

Pro Nature Photographer – a website about the business of nature photography written by long-time industry vet, Charlie Borland.

The Rogue’s Gallery – an art website for current and former ad industry professionals curated by Steffan Postaer (ad god and creator of the Altoids ad campaign).

Who knows if I’ll get any direct benefit from getting my work on these sites but I know who reads these sites and those are the types of people I’m looking to reach. When you simplify the new technology down to that level, basic marketing principles have not changed at all. It is actually easier than ever to reach people and obtain any sort of metric you could imagine that was never available previously. You can cut it up so many different ways from checking referrer sites in your web analytics and tying that to geographic data, to seeing who comments on the sites, to which organic search terms people found your site via the search engines, to seeing Quantcast demographic info about any site out there. Any webmaster in the world can create a media kit and sell to advertisers now. You could create a media kit so detailed that it would bore even the most anal media buyer. This is powerful stuff at our disposal.

To conclude, there are some ad execs who get it though just like there are some photographers who get it.

December 6, 2010 Posted by | Marketing, Photo Business, rants, Technology, Web | , , , , | Leave a comment

Getting Found by Photo Buyers

I skimmed through an article in Photo District News (PDN) about Urban Outfiiters photography choices and the part that really caught my attention was a quote from their photo buyer recommending to photographers to stop wasting money on mailers and focus on web marketing. She specifically referred to blogging, Flickr, and social media because that is where she goes to find new photographers to photograph for her brand. She said she spends a lot of time seeking out new photography blogs so she knows who is out there shooting what.

From what I have read, these days there seems to be an equal mix of art buyers who say they still prefer traditional marketing methods versus those who actively seek out photography online via Google, Flickr, blogging, etc…. But in the coming years as a younger generation of art buyers gets into the workforce, we will probably see a majority swing to web 2.0 because younger demographics have grown up during the internet age and have less reservations about working with people they meet online.

Times are changing so fast culturally that it is only a matter of time before that day comes. It was just nine years ago that I had a college marketing professor state that no internet company had yet figured out a way to become profitable. Now, things that used to be taboo to talk about, such as online dating, have become a standard way to meet people. Photo buyers are people too and it is only natural that they consume social media just like anyone else. Photographers who haven’t yet accepted this cultural-shift or are too scared to jump into the web 2.0 world are kidding themselves. True, there may be some well-established photographers who can probably ride out the rest of their career without changing a thing but it is also no coincidence that there are a lot of pros who grumble about how good things used to be in the 80’s and 90’s.

Another way to look at web marketing is that it can open up a whole new world of opportunities. Within the traditional photo buying market, you have ad agencies / publishing companies / art galleries / etc… where you have every working and aspiring photographer targeting that same small niche of photo buyers. With the internet, anyone with an internet connection and a need for photos is a potential customer. Suddenly you go from competing in a crowded market where there are only several thousand potential customers to a market where you have tens of millions potential customers.

May 10, 2010 Posted by | Marketing, Photo Business, Photo Industry News, Web | , , , | 3 Comments

Blogging Best Practices for Photographers

Blogging is one of the most powerful tools that a photographer has available due to the intimate nature of the medium. Those same benefits can also be drawbacks without proper etiquette. It is surprising to see how off-putting some photographers are when it comes to representing themselves on their own blogs. A blog at best is a method of establishing more personal communications with your audience. There are a lot of ways to attract an audience, which I will get to later, but attracting eyes is easy. Retaining an audience is another matter. Just like in advertising, you only have a few fleeting moments to grab someone’s attention and keep it. So what are some things you can do to build loyal relationships via a blog?

1. Write for your readers. People don’t want to be talked at or down to. Be personal. (There’s a fine line though. For example, don’t discuss your three abortions from 15 years ago unless that is an underlying theme of your blog.) There’s a photographer I’ve seen that writes half of his blog posts in the 3rd person. That sounds really bad. I don’t know whether that photographer drinks too much of his own Kool-Aid or not but I think he would be better suited not even having a blog than writing that way.

2. Post photos. That sounds really obvious but surprisingly, there are a lot of photography-oriented blogs out there that are overly-chatty don’t feature too much photography. It is really easy to get side-tracked from the main concept of the blog but I would try to minimize that. Create another blog if you need another venue to talk about photography-related topics not focused around your own work; like this blog for example.

3. Post consistently. This doesn’t necessarily mean everyday but be predictable enough so your audience can have a general expectation of when you might have posted something new. It is really hard to maintain much less grow an audience without consistent posting.

4. Keep the shameless self-promotion to a minimum. It is okay to do some but too much comes across as bragging. There are more appropriate venue for promoting. People are on your site because they generally want to like you. Reward the reader with quality content then you’ve got word of mouth marketing.

5. Enable blog comments and respond to commenters. People are taking time out of their day to offer you something so it is polite to acknowledge them. The advantage to having a blog over the rest of a static website is that it allows for two-way communication. Take advantage of that!

6. Widgets. Install relevant widgets and badges on your blog where appropriate such as Twitter badges, Yelp if you are a travel photographer, etc… These are things that should be adding extra value to the experience for your audience.

7. Make your RSS feeds and subscriptions easy to add. Not everyone uses feeds to read blogs but it makes it much more convenient for those who do. Most importantly, it is a timely way to distribute your blog without any effort.

How to attract an audience

1. Write content that interests your audience and is conducive to discussions. My article on Top Ten Most Influential Nature Photographers of All-Time is an example of this. Once I wrote the blog post, I started a discussion thread on the Nature Photographers Network forum. Then it led to other photographers starting discussions on several other nature photography forums and wound up being discussed on Outdoor Photographer magazine’s blog in addition to a number of other photo blogs. All I essentially did was start a discussion.

2. Social media integration. Having a presence on sites like Twitter, Facebook, Digg, niche forums, etc… is a perfect vehicle for seeding links back to your blog. Be sure to participate more than just shameless self-promoting though. Communicate with people. It is called social networking for a reason. TV commercials are past their moment in the sun because they don’t engage people. Facebook and Twitter are as hot as they are because you can “talk” with people who you wouldn’t be able to do otherwise. It adds a human element to the work.

3. Participate on other photographer’s and industry blogs. This is a really rewarding thing to do. As a photographer, you may only care about selling your own work but there is a lot of value in building relationships with your colleagues. Many times, they end up becoming regular participants in your blog or on the social networks with you as well. And yes, there is a bit of marketing psychology to this but that doesn’t mean participating with a “salesman-like” mentality. Be yourself!

4. Write articles for magazines both print and online. Be sure to include a URL back to your site if possible. The readers that are interested in you will find your blog through your site.

5. Public speaking engagements. Photographers like Chase Jarvis, David Hobby and David Alan Harvey for example have tons of people participating on their blogs because they have big offline visibility in addition to an online presence. Another thing they have in common is that they care about engaging with their audience.

6. Write good blog titles, categorize blog posts, and tagging. This is both good for search engine visibility and for overall site usability.

7. Be an innovative photographer and do any of the above effectively.

There are a lot of photographers out there doing an excellent job of blogging. Those are the people you should follow. Don’t copy them necessarily but figure out what they are doing and see how that fits in what your plan.

October 18, 2009 Posted by | Marketing, Photo Business | , , | 9 Comments

Professional Photography in the 21 Century is Like Mixed Martial Arts

For thousands of years, masters of a single martial arts discipline would have an almost mythical status. Karate, Kung Fu, Muay Thai, etc… If you could master your art then it was assumed that you could win any fight with relative ease. It wasn’t until the early 90’s at UFC 1 that a skinny Brazilian in a white bathrobe (gi), Royce Gracie, stepped into the ring and submitted his opponent, a pro boxer, with moves that most people had never seen before that a new era was born. After defeating two more far larger opponents that night in similar fashion, Gracie went on to win several more UFC tournaments but people started to realize that they needed to add jiu-jitsu and other skills to their existing arsenal just to compete. Experience, toughness and size were rendered irrelevant by Gracie because they had been caught off-guard. Unprepared for change.

I see much of the same things going on in the professional photography industry nowadays. Photography has always been seen as a print medium since it was invented but now the Internet has matured, many experienced photographers are struggling to adapt to the technological changes. Photojournalism is the area that has experienced the greatest amount of change due to all of the cutbacks and financial struggles of mainstream newspapers. Even in good times, the pay was shit, but now there is just not enough work doing traditional news for the amount of people qualified to do it. Many of the ones that are still working now have either adopted new business models such as the Strobist or those who have become multi-media journalists simultaneously recording still photos, video and sound gathering. Those who are still working and haven’t tried to learn anything new are treading on thin ice.

As if becoming a great photographer wasn’t difficult enough, now people are saying that we have to be photographers, videographers, writers, social media experts and recording artists at the same time?!? Crazy! I think that is a bit alarmist but there is truth to that as well. To fight in the Octagon, professional photographers have to at least have a working knowledge of the various disciplines in case they might need to apply it sometime. Not knowing is going to severely limit the upside for income opportunities.

Honestly I believe that once this all plays out there will be a place for everyone if they play their cards right. Just like there still are karate instructors, there are still going to be successful photographers that never record any sounds or video but there are also going to be those who don’t specialize in any specific discipline and create their own style by mixing a little bit of everything together. But I guarantee that all of the successful ones will be the ones who keep tabs on what else is out there even if they never pursue those avenues.

Recently, a Karate expert, Lyoto Machida became the light heavyweight champion of the UFC so now Karate is the rage again. But he didn’t get to the top by solely training in Karate. He also has a black belt in BJJ and is trained in sumo wrestling. He uses that other stuff to prevent others from dictating the fight, so he can stay upright the whole fight kicking people however he feels like. It is the same concept for photographers. Don’t let the changing market conditions take you out of the game. Adapt to it, dictate where you will play and kick the competition’s ass.

By the way, I recently posted a multi-media project on my site. Check it out: Nature Photography Multi-Media Video.

July 5, 2009 Posted by | Marketing, Photo Business, Web | , , | 2 Comments

Twitter

Nature photographer, Younes Bounhar recently interviewed me about the topic of social media. You can check out the interview on his blog –

Twitter for Photographers: An Interview with Richard Wong.

May 22, 2009 Posted by | Interviews, Web | , , | Leave a comment

Developing Your Photography Brand V – Brand Identity

In the previous segments of “Developing Your Photography Brand”, I discussed targeting, marketing campaigns, perception of value, and the evaluation of business climate. This time, I’ll discuss the core purpose for branding: brand identity.

Having a solid brand identity is generally what gets people excited about buying stuff. Lets be honest. If you took the photos from 1,000 professional photographers and tossed them into a random pile very few would truly be unique and significantly more interesting than another’s, ex. large stock photo agency sites. However when you look through a photographer website that is branded effectively the viewing experience is vastly greater than viewing your average corporate stock photo agency website. Or to take another analogy, what makes you decide to buy one liquid hand soap product over another? Strip the labels from the bottle and they look pretty boring but attach a nicely designed label and then you feel an emotional connection to the brand.

How you develop your brand identity needs to carry over into all of your messaging from the way you write your blog to the way that photos are presented to the way you act in social media platforms like Twitter. If your photo blog is written like a glorified press release then who the hell wants to read it? Certainly that is not the way to gain a following. You want to portray yourself as having a personality not a robot. People respond best to those who come across as personable.

If you were to sum up your brand personality in one phrase what would it be? Edgy, cool, square, corporate, down to earth? Corporate is the worst in my opinion. That is just as bad as having none at all. Be consistent. Be human. If you want to have an edgy brand, then talk about the photos but use some modern slang here and there, find ways to name drop your favorite rock band if you feel that will help solidify your photography brand identity. When it comes to marketing you can’t just focus on the obvious, you have to think outside of the box.

Many photographers use a photo as their logo. Bad choice. I don’t know of any successful brand that uses a photo as their logo. The reason is that a graphic illustration is much simpler and clean. You want to convey your brand personality as quickly as possible. I think editorial and commercial photographers are the worst at branding. They are so focused on doing what has worked for others in the past to where they neglect the fundamental basics to effective marketing. The photographers who tend to be best at branding are wedding photographers. They have to because they deal with the general public so they adopt mainstream marketing tactics. Even if you can’t stomach the idea of being a wedding photographer, you should really take a look at the successful ones and see how they are promoting themselves. It is a real eye-opener.

As for photographers in my genre, the ones who get it were Galen Rowell and Art Wolfe among others. It wasn’t just their images that propelled them to success, it was the manner in which they connected with their fans. Galen’s writing about his wild adventures made him famous. Art Wolfe’s work is all over the mainstream media. I’m sure both built businesses with stock imagery but they also realized there is a much bigger market out there in selling prints in galleries, doing workshops, writing, lecturing and being a visible personality. This allowed them to diversify. So rather than spend all day bitching about Getty Images, develop your own ideas and sell them. Don’t be content with just relying on others to market for you. You are a brand, not just a photographer. Photographers are boring.

October 20, 2008 Posted by | Marketing | , , | 1 Comment

Weekly Photography Links – 10/17/08

Lesson #2: Take advantage of the atomization of demand and expand the scope of consumption

Lesson #3: Take advantage of the oversupply and target your brand, your niche, your fans, your customers

I think Taylor Davidson has some really great business advice here for photographers.

Digital Railroad to be Liquidated? – John Harrington believes so. If it’s true, this is unfortunate as the talent level is extremely high amongst their stable of photographers. Their marketplace has made sales for people. If Photoshelter could somehow figure out their business model and do what they do best and learn from what DRR does best they could really make a difference in the photo industry ironically after shutting down their Photoshelter Collection today.

Stock Photography, the Consumer and the Future – Dan Heller. A very long post but thought-provoking as usual.

Determine the Website’s Purpose – InFocus.

Do You Really Need to Pay Attention to Social Media? – Talent Zoo. If you want to successfully market your photography brand, then you’ve got to embrace modern marketing strategies.

October 17, 2008 Posted by | Weekly Links | , | 2 Comments