The most effective video marketing campaigns start with a professional photo shoot.
Photography is, and always has been, at the heart of an effective marketing strategy.
I will explain. Most businesses have a website, tons of social media pages, maybe a YouTube channel, a Google Business page, Yelp, LinkedIn, etc. What these platforms have in common is that they are focused on photography.
One of the best ways to stand out online is by taking high-quality photos that not only tell your story, but also show who you are, what you do, and where you are.
Sure, you can think of a profile photo, a cover photo, a location photo, a product photo, or a photo of you or your employees performing a service, a headshot, a photo of a satisfied client or customer, before and after photos. That's a big deal. The list can seem endless and can often be confusing.
There are options, most of which suck, but they are options.
Option 1: Take your own photo.
This is evidenced by the fact that most small businesses and startups take their own photos. Grainy, poorly lit, and composed photos are the hallmarks of companies that cut corners in their marketing plans.
Most business owners don't know what to take photos of, nor do they know how to make those photos look good. Maybe you're a great photographer, that's great, good luck!
Option 2: stock photo
Is it okay if I say, “Please stop” and make me believe you? no? Okay, listen.
Stock photos are unreal, unoriginal, irrelevant, and not representative of your business. These are the hallmarks of lazy social media managers and web developers trying to slam as much useless content as possible in order to get paid.
The same stock photo is used almost metaphorically by thousands of companies. They scream, “I'm trying to deceive you with a fake.” Stock photos are the “Lorum Ipsum” of the photography world, filler that should never be shown to the public until it's replaced with some actual meaning. Do not use this option.
Option 3: Hire a photographer (recommended)
Hiring an experienced photographer is the best way to get the photos you need to attract people to your social media and website and ultimately generate sales. Photographers have years of training, practice, and education. They understand storytelling and composition to make you stand out from the crowd and give potential and existing clients a deeper understanding of who you are and what you do. Investing in the equipment necessary to capture and process great images.
How do I find and choose the right photographer?
Good photographers aren't as common as you think, they're more specialized than you might imagine, and while they generally don't cost a fortune, they aren't cheap either.
That being said, I've created a Facebook group to make it easier to find. Visit facebook.com/groups/nepaphotographers and post details about what you're looking for.
Then follow up by looking at their work. For professional photography depending on your needs, you should expect to invest an average of $2,500 to more than $7,500 each year.
Note: If you missed last week's column on the content calendar, now is the time to go back and read it. If you haven't already, put a Times Leader subscription on your urgent to-do list.
Simply put, photography is a very important part of effective marketing that cannot be ignored. Before you start making videos, you need to make sure your photography game is solid.
homework
Check out their website and social media. Make a list of all the places you can use good photos. You'll likely need headshots, cover photos, internal and external photos, product photos, and more.
Once you've made your list, it's time to find and hire a photographer. Visit facebook.com/groups/nepaphotographers and start putting out your tentacles.
As always, if you need help or have any questions, please email me at jon@DiamondCityStudios.com. Read and reply to all emails.
