Ask the experts: Build a network

Q. My business is very new, and I’m looking for ways to grow beyond the few clients I already have. People who have hired me have all said they’ll tell people about me, but so far that hasn’t translated into actual referrals. I’m at the point where I won’t get new customers without some marketing, and I don’t want to waste time with ineffective marketing efforts. I need some advice.

A. The most effective marketing is still word of mouth, and there are a ton of people you can leverage to build a relationship-based referral business. In wedding photography, your best referral source is other wedding professionals. If a wedding venue, planner, or florist tells a bride you’re amazing and advises her to contact you, she’s much more likely to do so than if she just found you through a Google search or in an ad somewhere. Even better, if clients hear your name and see your work when they visit multiple wedding professionals, they may be more likely to book as well. There are several important things you can do to start building these relationships:

Be nice, helpful, and go above and beyond the call of duty on the wedding day. People genuinely enjoy working with people they like, and every vendor who’s working the wedding is part of the same team working toward a common goal that day.

Share images with all the wedding professionals involved. You can do this in several ways: blogging and linking to others’ sites, spreading the love via social media and tagging others, and sharing some quick images by email with everyone involved. After all the images are edited, share more detailed shots to showcase everyone’s work. Offer to provide a piece of artwork such as a canvas or an album that highlights their work and, of course, includes your contact information and branding.

Offer potential clients a little bonus for being a referral from a wedding vendor or previous client, and send a thank you note to those who refer you.

You’ll find that being proactive and doing these little things consistently is worth more than gold, especially since many of your competitors won’t make time for them. This strategy also works for portraiture. If you do boudoir photography, connect with a lingerie boutique; if you do children’s photography, reach out to clothing boutiques, pediatricians, or pediatric dentists.

It’s all about relationships. Leverage the businesses your target clients frequent. It takes a lot of time and work to build this network of relationships in the beginning, but word travels fast. Before you know it, everyone will know you and your work and they’ll be happy to recommend your studio when a potential client asks.

Carrie Wildes, Cr.Photog., CPP, Carrie Wildes Photography Art & Design

Tags: marketing