Photography Marketing Collateral Tips | Top Industry Secrets Of Effective Marketing Collateral Design Revealed!
Photography Marketing Collateral Tips | There are a few critical steps in every sales process the average consumer goes through, and the difference between an amateur and a successful business owner is in the way they guide their potential clients through the process. The path from being unaware of a product or a service to actually paying for it is longer than you may think, and if you’re serious about your photography business, you will need to find a way to lead your prospects through the research and decision-making stages, and help them convert into paying clients.
Yet, you’d be amazed just how many photographers out there clearly define their business goals, and sit around waiting for clients to come rushing in. In order to turn your passion for photography into a successful business story, you will need to ensure each element of your business is optimized to facilitates sale, whether your potential clients never heard of you, or they’ve already done their research and are comparing you to other photographers in your area. Business-savvy photographers use one nifty tool that gives their businesses that extra push – printed marketing collateral.
Check Your Business Goals | Photography Marketing Collateral Tips
The main purpose of marketing collateral is to drive sales – whether by providing potential clients with more information about your business, in-depth overview of your packages, examples of your work, or simply your contact details. Needless to say, there is a variety of marketing collateral items, covering everything from business cards and flyers, to brochures, portfolios, and other marketing materials, and you need to take some time to determine which items you need, instead of investing in every item you can think of. You’ll only end up with an office full of materials you’re never using.
Showcase Your Originality | Photography Marketing Collateral Tips
Photography is one of the most creative industries out there, which makes standing out a real challenge. The fact that it’s also one of the most popular hobbies and career choices doesn’t make the task of standing out any easier. However, your chances of standing out will be a lot better if you stay true to your brand – don’t imitate or copy what other photographers are doing just because something is proving to be working for them. Instead, make sure your marketing collateral is the truest expression of your brand and your business in general.
Many photographers will go online and get one of the affordable design packets that come with tons of predesigned items, but you’ll definitely want to stay away from these. Not only have they been designed by amateurs or complete beginners and have all the telltale signs of poor design, but even if you do stumble upon a decent template, it’s more than likely it’s already being used by many other photographers, perhaps even by your direct competitors. Think about it: how on earth are you supposed to stand out from crowd if you’re using the exact same materials everyone else is using?
Stay True To Your Brand! | Photography Marketing Collateral Tips
If you’ve been in business for some time now, chances are you already have some marketing materials, whether digital or printed. In order to maintain consistency throughout your materials, you will want to go through everything, including your online presence, such as your website and social media profiles, and see if there are any common threads you can use in your marketing collateral. This way, if a potential client were to lay down all of your materials on a desk, all your items would look and feel like they came from the same source.
For example, if you used the same accent color on your business card and your website, you will want to keep using it for all of your marketing collateral items. However, if you’re just starting out, you’re in luck – you can define your branding guidelines and govern the use of your brand’s color scheme, logo variations, fonts, and even brand-oriented words. So, when the time comes to design a new item, you will know exactly which elements you can use to maintain consistency.
Pay Attention To The Paper You Use | Photography Marketing Collateral Tips
Printed marketing materials have become a rare sight – which makes them that much more effective. Remember the time when you would get excited about getting an email or stumbling upon an online ad for your favorite store, completely ignoring the physical mail and marketing pieces? Oh how the times have changed – the average person has over a hundred unopened emails in their inbox, and since we’re receiving far less printed items, we tend to pay more attention to the ones we get and hang onto them longer. However, there’s one thing that can make or break your first impression!
The quality of the paper you use to print your materials can be the critical difference between a potential client converting into a paying one and a lost sale. This is definitely not the time to cut corners, so make sure you get the best paper stock your budget allows. After all, what will your marketing collateral say about the quality of your products and services if you used paper that gets dented or torn easily? Your potential clients will definitely notice the difference between cheap office stock and thick, luxurious paper, so don’t cut corners on your first impressions – it might cost you a lot more than you think!