In the Family Photographer Marketing Society (my monthly membership that takes place on a private IG- now with almost 150 posts and 25 live chats about all things marketing specifically for family photographers) the baseline of our chats is content pillars.
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If you open this app, wanting sessions on the calendar but not sure what to say, it often feels much easier to toss up a random post + then scrollllllll… we’ve all been there.
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Instead, I encourage members of the society to focus on marketing only what they want to book in the next 6 weeks to 3 months. When you start marketing specifically, coming up with content is easier. Instead of trying to address the long year ahead + getting everyone and their mom to book you, you are trying to book specific sessions for a specific audience.
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Who is the audience? Families who trust you. But how do you build trust? Why, I’m glad you asked! That brings us to the foundation of allllll content you create on here or anywhere else: inspirational content.
Inspirational content is simply your beautiful, consistent imagery. When someone who is interested in booking you sees trustworthy, niche images over and over again that lights a small fire inside of them they they too want images like that (inspiration) + builds trust towards your brand.
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The inspired will still have questions, concerns + worries. Perhaps they don’t know what to wear, if their kiddo will behave, how to get their partner on board, which location to choose, how to showcase the images they receive… that’s where you as an educator + guide can create content to educate your client so they feel confident about the process.
The inspired will still have questions, concerns + worries. Perhaps they don’t know what to wear, if their kiddo will behave, how to get their partner on board, which location to choose, how to showcase the images they receive… that’s where you as an educator + guide can create content to educate your client so they feel confident about the process.
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Despite now feeling inspired by your beautiful imagery, educated by your expertise they may run into new fear walls.
These are much more emotional: based in worthiness. The potential client in this phase might be worried about they way they look, what others will think of them, if they are WORTH this experience. We know-of course-that everyone of worth images of themselves but here’s where you can identify and emotionally connect to those thoughts + create content that motivates.
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I hope these pillars give you some marketing ideas!
