One of the most common questions we’re asked by the Training Barn delegates is probably one that you’ve mulled over a few times yourself: just how, exactly, do you go about growing a sizeable and authentic database of leads who – and this bit is crucial – actually want to buy your photos? We love this question, because there are so many ways to answer it. Here are ten of the best ways we’ve found…
1- First of all, make sure you’ve got a sign-up form on your website. This is extra-important for all those random people who stumble upon your website by happenstance. Not sure how to do it? Just Google it – there are plenty of tutorials targeted for your particular platform.
2- Offer a sign-up incentive, and make sure it’s something that doesn’t cost you anything – for example, a screensaver image of one of your favourite fine-art shots, or a photoshoot style guide.
3- Be consistent on social media. Develop your voice and your style, set a timeframe, and stick to it. Scheduling apps like TailWind are a huge help, as they allow you to plan your content ahead of time, but don’t forget to play with links, too – always try to get people to head back to your website.
4- Exhibit at equestrian events and make sure to keep signup sheets or an iPad with an email signup to hand. Don’t just get contact details for punters – speak to other stand owners, too. You never know when they might find themselves in need of a photographer.
5- Run a competition to win a shoot. Gifted shoots don’t have to mean you lose out on money – you can make it back up again when the time comes for your winner to purchase prints. Just make sure your entry form has a tick box in which they agree to join your database – otherwise you’ll be in breach of GDPR.
6- Team up with another business to offer a joint promotion – for example, customers who purchase one thing get a discount off the other.
7- Host a viewing party with influencers, riders, your own equestrian contacts, and business owners in attendance. It’ll be a great networking event for everyone, while also keeping your images at the heart of the matter.
8- Seek out opportunities to be a guest speaker at an event or on a podcast. There are plenty around, aimed at both creatives and equestrians – so get researching!
9- Approach your favourite blogs and websites and ask if you can write a guest blog – but pitch a specific topic.
10- Get featured in a magazine. This is easier than you think – just start with local and regional magazines, supply plenty of images in your pitch, and embrace your individuality. Are you a single mum balancing a full-time job, two children, and a fledgling photography business? Great – consider that your unique selling point, don’t hide it away.
So there you have it… try utilising some of these for yourself and let us know how you get on!