The Key to Selling Your Photography: Identifying Your Audience
Though it might be tempting to think that every potential customer for your photography is available, your true target customer base should be much smaller. Finding customers likely to purchase photos without breaking the bank to acquire them is the cornerstone of a successful marketing campaign.
“One size fits all” marketing approaches do not work because consumers vary greatly in age, location and income – all factors which influence purchasing decisions. Cars provide people with transportation but Ford truck owners (“Built Tough”) have different responses than BMW drivers (“The Ultimate Driving Machine”) due to distinct price points and features designed specifically to meet each client’s needs.
Selling photography requires knowing who your target audience is; otherwise it will likely go unsold. A person unfamiliar with safari travels is unlikely to purchase an animal print due to an absence of affinity, while those living in small apartments might struggle with space limitations for larger pieces and ads targeting younger consumers are unlikely to reach them through Facebook ads. While all photos and products won’t appeal to everyone, being successful at photo sales requires finding your target demographics and targeting those.
Your Audience Isn’t Everyone Who will buy your photos? Simply answering “anyone who enjoys photography” won’t provide an adequate representation of who would purchase your images; be more specific in identifying potential purchasers of your images.
If you’re selling prints as interior decoration, think about what criteria the buyer needs met and which emotions your photos should elicit for them. For instance:
Considerations might include size, price and location in home; subject matter concerns might include things such as:
Abstract or Literal, Black-and-White or Color?
Many photojournalists find that even their award-winning images don’t sell well as wall art due to the gritty scenes they depict. Although this can be frustrating for the photographer, it serves as a good reminder that your emotional connections to photography may not resonate with other viewers.
Create Your Ideal Customer Archetype Develop the profile of your ideal customer. Are they living in a house, apartment, city, with an affinity towards any particular place or subject matter, what price range they can afford photography services and so forth.
Building a profile can be eye-opening. For instance, you might discover that your ideal target audience are retirees living in Florida’s gated communities near the ocean – in which case Instagram marketing might not be an efficient means of reaching them; perhaps attending events attended by interior decorators instead might provide better returns for both time and money spent on marketing efforts.
Although billions of people use the internet, they don’t all behave the same. Younger generations tend to shop through their phone while older demographics prefer storefronts.
“Paid media” refers to online advertising purchases made using sophisticated targeting techniques. If you have ever purchased an ad on Facebook, then you know just how sophisticated your targeting capabilities can be.
Marketing online doesn’t require spending large sums of money; Instagram Stories provide an easy and cost-free way to build rapport with prospective buyers, while regular social media posts keep your name top-of-mind with prospective clients and email lists remain one of the most lasting marketing techniques.
Your online marketing efforts might occasionally go viral, but most require regular maintenance and upkeep. Build an email list or social media following by consistently posting engaging content; don’t mistake quantity with quality; having 10,000 followers or repins won’t do you any good if no one actually purchases from you!
Real-Life Marketing
With so much emphasis placed on online platforms in recent years, it can be easy to overlook the power of real-life marketing. Photo contests and gallery shows may reach new audiences while providing potential return-on-investment.
Photographers often display their works within hospitality settings like restaurants and hotels; others take part in art fairs or pop-up shows to exhibit them.
Burgeoning relationships with those who influence buying decisions – interior decorators, architects and in-house purchasing teams – could result in large sales. Network at trade shows and conferences and visit websites like Hospitality Design, apartment therapy or Architectural Digest to get a better sense of how photography is used within interior settings.
Establish Your Marketing Plan
A marketing plan provides structure to your efforts, giving them structure and direction. A six to twelve month plan gives ample time for testing assumptions and refining future plans.
Here are a few ideas:
Develop a customer profile. Be specific in describing who your ideal customers might be; create multiple customer personas (e.g. 30-something urban apartment dwellers, Gen-X surfers or stay-at-home parents with disposable income in the midwest). Your profile should outline images, sizes and price points each of these groups would likely purchase.
Consider your social media usage carefully. It can be tempting to get carried away with getting lots of likes on Instagram, but that seldom translates to purchases. If your goal is selling prints, periodically remind your audience that these images are available for sale; seasonal sales could help create scarcity and generate sales.
Evaluate all social media platforms carefully. Your target audiences differ significantly across Instagram and LinkedIn; make an effort to understand their buying patterns to determine which platform offers the highest return-on-investment.
Develop your email list. Utilizing an email service provider such as Mailchimp or Moosend costs money, but they provide valuable metrics (open rates and click-thru rates) as well as meeting opt-out requirements of the 2003 CAN-SPAM Act.
Create a marketing calendar. Planning regular communications about your photo business will keep it top of mind with customers.
Automate your print sales using PhotoShelter’s automated print sales solutions and trusted print partners, offering fast delivery service as part of our commitment to maintaining good customer relationships.
Marketing photography doesn’t need to be complicated. By developing a plan and staying aware of how your intended audience responds to marketing messages, you can continually adjust them for optimal results.