Lead generation is the process of getting potential customers (leads) into your sales funnels and converting them into paying customers. Leads are individuals or organisations that have expressed interest in what a business offers by providing their contact information, such as name and email address.
In the photography industry, particularly portraits and weddings, there is a severe need for reliable and consistent lead generation but pursuing lead gen brings its own struggles.
Hands up if you identify with any of the following struggles:
If you associate any of those struggles with your photography business, definitely read on.
In this article we’re going to discuss multiple ways you can generate leads for your business. Get ready to learn and take notes!
There are a vast amount of ways you can generate leads for your photography business – some you might not have even considered as a form of lead generation.
Here’s a list of all the major lead gen strategies you can employ in your professional photography business.
Using Paid Advertising in one of the most effective ways to gain new leads. The premise is to create attractive Ad Creative that captivates audiences into buying your services. There are a few options when it comes to choosing a platform to advertise on, but only two you’d likely consider – Facebook (Meta) or Google Adwords.
Advertising on Facebook is relatively easy to set up, but difficult to master. Ideally you should have a professional create your advertising campaigns, as mistakes can be expensive.
When creating your Facebook campaigns, you need to have Ad Creative that catches a Facebook users eye. Your Ad text needs to tell them why they need your service and encourage them to exchange their details for your offer.
With Google Ads, there is more search intent. This means that a search engine user is actively searching for your service. This is great, however Google Ads don’t particularly look captivating. Google Adwords is also complicated to get started and to master.
For Photographers, generally Facebook Ads works better due to the visual nature of their business – you can show off your skills in your creative.
Here’s an easy comparison of Facebook and Google Ads.
SEO stands for Search Engine Optimisation. It’s the practice of optimising your website in order to climb positions in search engine results pages (SERPs). Getting your website to page one or even better, position one, will increase your website traffic greatly. The amount of traffic does depend on the demand for the query a user has searched though.
The search intent behind a keyword or phrase also plays a big part in the quality of traffic and whether they become a lead.
If you appear for a keyword with a commercial intent, that means the user is in a purchasing frame of mind – they are actively out to search for a paid solution to their problem.
“Wedding photographer Surrey” would have a commercial intent behind it. This suggests someone is actively looking for a wedding photographer in their local area.
“Wedding photography” as a keyword has informational intent. It could be that someone is looking to get into the wedding photography industry.
On-page seo is all about optimising your content to perform better in search rankings. Typically on-page is everything you can see on your website’s pages such as:
Off-page SEO involves optimisation techniques outside of your wesbite. You can look into link building practices and optimising your Google My Business page for local SEO. Off-page SEO practices include:
Technical SEO covers more advanced background ways to improve your SERPs rankings. You should look into:
Photographers can effectively use social media for lead generation by showcasing their work through visually stunning content on platforms like Instagram and Pinterest. Creating a consistent aesthetic and engaging storytelling helps build a brand identity that resonates with potential leads.
Actively participating in conversations, responding to comments, and fostering a sense of community around your brand encourages repeat engagement and referrals.
Educational content, such as tutorials and tips, establishes you as an authority in photography, while collaborations with industry professionals and exclusive offers create a sense of exclusivity, attracting and retaining followers who may convert into clients.
These organic strategies not only showcase your skills but also contribute to building trust and credibility within your online community, ultimately driving lead generation.
Content strategy is creating and distributing valuable and relevant content to attract and engage potential leads. This could include blog posts, articles, ebooks, whitepapers, and more.
Creating your own blog as part for your content strategy is something you should already be doing. Blog posts and articles create fields of keywords and opportunities to answer questions
Guest posting is an excellent way to gather backlinks to your website, as well as spreading your knowledge to a different client base. You can approach other blogs in your niche and ask if you can write a guest post for them. You would create an article that would benefit their clients, perhaps offering new insights and perspectives and include a link back over to your website.
Often websites will have criterea for you to meet before they consider posting your content, for example minimum or maximum amount of words.
Essentially yes, Networking can generate leads but there’s a caveat. Networking should never be approached with the mindset of getting leads – you’ll likely be disappointed!
Instead, networking should be seen as building rapport and relationships with other local businesses. As you build rapport, you build trust. Once you have trust, your new business contacts are more likely to recommend your services, should they ever be asked externally from the group.
Photographers can harness the power of email marketing to generate leads by building and nurturing relationships with potential clients.
Start by creating a visually appealing and concise newsletter that showcases your portfolio, recent work, and any special offers.
Use compelling subject lines and personalised content to capture attention and encourage recipients to open your emails.
Segment your email list based on factors like interests, location, or previous interactions to send targeted and relevant content.
Incorporate a call-to-action in your emails, guiding recipients to your website or a dedicated landing page where they can learn more about your services and easily contact you.
You should also consider implementing a sign-up form on your website to capture email addresses from interested visitors.
By consistently providing valuable content, updates, and exclusive promotions via email, photographers can nurture leads and stay top-of-mind, increasing the likelihood of converting subscribers into clients.
Encourage satisfied clients to become brand ambassadors by requesting referrals or testimonials. A positive word-of-mouth recommendation from a happy customer can carry significant weight and attract potential leads who trust the endorsement.
Implement a referral program that rewards existing clients for referring new business. Offer incentives such as discounts, exclusive promotions, or even free prints for successful referrals. This not only motivates your current clients to actively recommend your services but also creates a sense of loyalty and appreciation.
Outsourcing lead generation to a professional company like The Lead Source can be a strategic decision for photographers who want to focus on their craft without the complexities of managing lead generation in-house.
First and foremost, if lead generation is not within your expertise, attempting it independently can be costly. Professionals at companies like us, are equipped with the knowledge, formulas and experience to navigate the intricacies of lead generation effectively, minimising the risk of wasted resources on ineffective strategies.
Learning the skills for lead generation is a time-consuming process that takes away valuable time from your primary focus – photography.
Outsourcing to a specialised company allows you to redirect your energy toward what you do best, ensuring that your creative efforts are maximised. We can employ proven methodologies, leveraging their expertise to generate quality leads efficiently, while you concentrate on capturing exceptional moments through your lens.