The artist’s job is to create, grow, earn and keep their audience (a.k.a. the client.) This is why so many photography businesses fail within their first 2 – 5 years of being open. No audience.
Common nonsense mistakes that photographers make:
1. SEO is marketing.
2. Websites and blogs are enough.
3. Traditional media (mass or targeted) work in a digital world.
SEO, websites and blogs are the minimum tools that you need to manage your digital-find-ability. SEO, websites and blogs are mandatory and important, but they are not marketing.
Five years ago when the transition from brick and mortar studios to online studios was happening SEO, websites and blogs were the best transitional tools a person could possibly use.
Today SEO, websites and blogs are only as effective as a listing in the yellow pages, a marquee storefront sign and the unlocking of your front door for business.
It’s mandatory, it's important, but it is not marketing...it is only letting Google know that you are open for business.
What works in digital commerce/culture?
1. Photography communicates better than anything else…share it.
2. You are either transparent or obscure in today’s photography market.
3. You must sculpt a photo-biz to suit your own personal intentions and life. (This is what "authentic" is)
4. Attention-grabbing media works. Go out and earn your audience, daily.
5. If you believe in your photographs then get them in the hands (or screens) of your audience.
I ended a blog post last week with a quote by Douglas Rushkoff. It feels like a perfect ending to this post.
“As many small business owners soon learned, going online often costs them their last real competitive advantage against conglomerates; the human relationship and connections they enjoyed in the real world.”
