Business + Marketing


You Can Outsource Photography Marketing in 6 Key Ways

November 1, 2021

By Ashley Malone

Rawpixel.com/Shutterstock

Since time is of the essence, it’s smart to outsource photography marketing efforts by dividing and conquering. Here are six different avenues you can take to relieve some of the pressure and get you back behind the camera where you belong.

Photographers are currently at the cusp of perhaps the biggest industry boom in their careers as the world regains its sea legs and slowly reopens. It’s important to not lose sight of your branding, website and marketing, even during busy times. Since you’re likely overloaded with work, how on earth will you continue promoting your business? Start thinking about ways to outsource photography marketing efforts and various aspects of your brand.

[Read: How to Get Started in Photography—Tips from John Branch IV]

Here are six different areas where you can outsource photography marketing and make your life as a photographer much easier in the months and years ahead:

  1. Social media
  2. Retargeting ads
  3. Partnerships
  4. Branding
  5. Website Design
  6. Public Relations

Social Media

Besides posting meaningful work, photographers often get hung up on how to approach social media from a business perspective—and, I’ll tell you, it’s a very different beast.

When you outsource photography marketing efforts on social by hiring an agency, they’ll have insight on what type of content is pulling in the most likes, shares and views. Plus, they can assist you with creating more audience-focused content that’s helpful. These posts will engage with your viewers, get massive reshares and, at the end of the day, help build your brand.

[Read: 5 $teps for Pivoting Your Photo Brand Towards More Profit]

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Don’t just outsource social via the day-to-day posts that impact your feed; approach an agency to outsource photography marketing for a social strategy unique to your audience and body of work.

Retargeting Ads

This might feel a bit icky at first, but think about the last time that you fell in love with a brand online, clicked away and forgot they existed—only to have one of their ads pop up and be instantly delighted that you can now reintroduce yourself to the brand.

The same can be said for your photography business, even if you don’t have a physical product to offer clients. Users are inundated with different brands, and in the research phase, most users don’t get in touch on a first visit to your website. So, imagine the potential to land an ideal client by gently reminding them about your brand.

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Christie Osborne wrote about how to plan ahead and beat the algorithm in 2022 with four online advertising strategies.

Partnerships

Since time is of the essence, it’s smart to outsource photography marketing efforts by dividing and conquering. Connect with a few like-minded businesses to create referral partnerships.

These can be product sponsorships, it can be vendor lists or a creative collaboration. Connections are the key to building a sustainable business for the long haul.

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Find brands that align with your style, you current offerings and your level of service. That way you’re sure to connect with clients that feel like a good fit and inspire your best creative work.

Branding

Now is not the time to neglect how your brand looks and feels. In the busiest times is when you see the most people seeing and listening to your brand. Is your business ready for its close-up?

Make sure your brand is polished, memorable and attractive to the types of clients you like working with. While branding can be a more intensive process in the grand scheme of outsourcing photography marketing, skip the DIY and freelancer-friend route and hire an agency that specializes in your industry.

[Read: 8 Common Branding Pitfalls in Wedding and Portrait Photography]

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Work with a team that has a proven track record. That way there will be less hand-holding on your end so you can focus on your craft while they take care of the rest.

Website Design

With the rise of ecommerce, digital experiences are more important than ever, and there is a way to translate that same drive into a service-based business. Your website acts as a freestanding vehicle to market your services, so hiring a web design firm to spruce up your website is a way to outsource photography marketing efforts online.

Don’t believe the hype that your Instagram is enough to land clients forever. Facebook and Instagram went down for hours a couple weeks ago. You know what didn’t go down? Google and your website!

[Read: 13 Tips for Building a Photo Website that Attracts Clients]

It’s true that clients will find you on Instagram, but you’ll want to make sure your website is modern, efficient and showcases your difference. Your digital home should delight users, contain copywriting that easily explains your offerings and gives them a clear place to get in touch.

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Don’t forget the power of testimonials! Make sure as your website gets a makeover that you gather reviews from past clients and don’t be shy about boasting them online.

Public Relations

While PR isn’t a good fit for all businesses, it can push your brand into success faster than many other outsource photography marketing services. You could be creating some of the best work of your life, but if no one knows you exist, then what are you gaining from a business perspective?

If you have incredible photography to share, press-worthy weddings or meaningful stories, now is the time to get those out to different publications and outlets. Having a well-connected public relations team working every angle to get your name out there has changed the course of many of our clients in the past.

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You might try In Good Company PR, a wedding-specific public relations team for those looking to outsource photography marketing in this area. They also have an online resource and course to get all the PR knowledge on your own time.

Ashley Malone is the creative director of Ashley & Malone, a boutique branding and design agency that she runs with her husband, Dallas. They have a sweet spot for wedding, interior design and lifestyle brands.