Not all marketing is created equal

I met with a photographer this morning and we got chatting about marketing (surprise, surprise!).

She recently took up an offer for a free Ad Words spend - which made her website appear as an ad at the top of Google results when people searched for things like "wedding photographer".

I asked her how this went.

In one day, she got 4 enquiries. Wow!

I then asked her how many of these enquiries converted to clients.

Zero.

She then went on to tell me that the number one place clients find her is on Instagram.

Let's dig into the WHY behind this.

Often, her clients will come across her work on Instagram, through other clients' shoots she has worked on, or through stylists, venues, florists, or other collaborators' accounts.

Then have fallen in love with her work already and they are part of the way there.

Then, when they contact her, she starts to find out about them, building rapport.

These clients-to-be are more than just Googling and quote shopping.

They already want to work with this photographer and it's a matter of how.

In fact, in two meetings last week, clients told me they were scrapping their Yellow Pages advertising (and I don't actually remember the last time I saw a Yellow Pages book - is anyone else the same?!).

Go guys!

My clients know I am less about advertising and more about exploring the opportunities to create connection, to delight, to give value, and to build relationships.

A couple of questions that might help you:

- Are you clear on the purpose behind every bit of marketing you are doing?
- Do you have a process to capture how clients found you?
- Which activities are connecting you with ideal clients, and are any attracting the 'wrong' type of people? It might be time to invest more in the former and move away from the latter.

Emily OsmondComment