AIAP Newsletter January 2013

Last month I mentioned that I would follow up with more information regarding HTML5 websites.  I traded in my personal Flash website for an HTML5 website in December.

My primary concern was that my website wasn't viewable on my client's (and potential client's) iPhones and iPads.  Over the past year it became obvious that my core clientele simply wasn't going to my website because there was nothing there for them to see with the Flash version.

I consulted with my friends at Big Folio (one of our kind AIAP sponsors) about the dilemma and opted for one of their new HTML5 websites.  For a nominal fee they transferred the contents of my Flash website over to one of their new HTML5 websites.  To say the least, the result was astounding.

The first thing I noticed was that my website traffic quadrupled overnight.  Yes, OVERNIGHT!  I was stunned!  The trend has continued since the new website went up.  I've also seen an increase in inquiries coming from my website.

I asked Mike Caston, president of Big Folio, to put together a few facts about the HTML5 format.  Here is the information he provided:

HTML5 is the answer to:

Works amazing on iPhone.
Works fantastic on iPad.
Auto-sizing for browser size
Large Images
Video galleries
Unlimited galleries
Unlimited Pages
Quick loading
Google loves them

How does your website WORK on an iPad?

FACT: Millions of people search Google on iPhone or iPad everyday.

FACT: Google Analytics show that up to 20% of all your traffic could be coming from an iPad or Smart phone.

FACT: Flash sites do not work on iPads. 

How does your website LOOK on an iPhone or iPad
As an artist, I know how hard it is to keep up with the latest and greatest. BIG Folio makes it easy! BIG Folio specializes in offering stunning websites that work organically on an iPad.

Click on this link to see our sites. Our newest sites are HTML5

http://bigfolio.com/websites/photography-website-designs

They load faster.
They auto-resize based on browser window size.
They are rated higher by Google.

And, they are stunning.

(Thanks Mike.)

Whether or not you opt to check out Big Folio's offering of HTML5 web templates, you probably owe it to yourself to consider what you may be missing (in terms of iPhone and iPad traffic) with your Flash website.

For me, it was a no-brainer.  I only wish I'd done it sooner.

AIAP Newsletter December 2012

We've almost reached the end of a year that has been interesting to say the least.  For many 2012 provided reason for optimism for the future of our industry, and for some this was the best year in over a decade.  

Many things have changed in this business over the past few years, but one thing remains constant:  the need for a deliberate marketing plan.  Many photographers failed to survive the past few years simply because they didn't have the tools to compete in this new market.

Sadly, some of the most talented photographers in our business aren't necessarily the best at marketing their craft.  While on the other hand, many marginally talented photographers with great marketing skills have gotten more than their fair share of the pie.

I hope that we'll all take advantage of the extra time we have on our hands at this time of year to create a plan for marketing our services in 2013.  I have five simple suggestions:

1. Join a professional organization related to our industry as an affiliate member.  My top picks are AIA, SMPS and ASID.
2. Find at least one reason every month to send a press release relating to your business.
3. Carefully evaluate your current marketing efforts and discard the things that don't bring results.  Add new things to your plan that have worked for others.
4. Make at least one phone call per day to a client or potential client.
5. Find a new way to keep in touch with your existing clients that showcases your work and services on a regular basis (i.e., direct email, blog, direct mail, etc.).

I'd also like to share a great marketing checklist from Sheila at The Marketing Bit:

http://www.themarketingbit.com/marketing-2/marketing-checklist-for-a-better-2013/

AIAP Newsletter November 2012

For most of us this time of year brings a slow-down in business.  Rather than panic, we can all take advantage of the extra time to help boost our marketing efforts.

One of the best ways to increase awareness of your business in the market is through speaking engagements.  If you're like me, the thought of speaking to a group isn't the most pleasant prospect.  However, I've discovered over the years that this is one of the best ways to establish credibility and respect among customers and potential customers.

Some obvious possibilities for speaking opportunities are trade association meetings such as AIA, ASID, IIDA, SMPS, Realtors, HBA, etc. (if you're unfamiliar with any of these acronyms you've definitely got some homework to do!).  These groups are generally very open to offering you an opportunity to educate their membership as to the benefits of great photography.  The benefits to speaking to these groups are often immediate--more inquiries, more assignments and the reputation in the market as the market leader!

The following are some great tips about speaking that appeared today on the website Famous in Your Field (famousinyourfield.com).  I hope you'll consider adding public speaking to your marketing toolbox.

The sure-fire way to accelerate your reputation as an expert and boost your business box office is to speak.

From short talks to panel discussions and auditorium-filled formal presentations, speaking catapaults you from relative unknown to business superstar.

Stumped as to where to find these business-building opportunities? Here are 17 ways to find speaking engagements.

I’ll get you warmed up with a few from the quick-and-easy list:

1. Local service clubs
Every city, big or small has organizations or clubs – think Kiwanis, Lions Club, Chamber of Commerce, and Rotary – that meet regularly. These members need content to fill their weekly or monthly meetings. Help them out by out by connecting with the programming chair and offering to speak on your specialty.

2. Colleges and universities 
Look around you. Chances are, you live near a university, college, state school, technical school, or some other educational institution. Team up with a professor or department head to hold a forum a subject relevant to you and the educator’s interest group. Invite people from the community to attend as well.

3. Business networking groupsThese lead exchange or facilitated networking groups are designed to be a tightly knit group of individuals from diverse businesses who meet regularly for the purpose of bringing business opportunities to the other members. Popular groups are Le Tip, Business Networking International (BNI), and Local Business Network (LBN). Join your preferred group and let the members know that you’re interested in speaking opportunities.

4. Special interest clubs
Photography fanatic? Mother of a preschooler? Coder with mad skills? No matter what your interest or circumstance, there’s a group for it. And if you can share information on a topic that’s relevant to its members, they’ll welcome you as a speaker.

5. Local business publicationsMost metropolitan areas have a magazine or newspaper devoted to area business news. Here in southeast Michigan, we have the Business Review and Crain’s Detroit Business. Check out the periodical’s Events page (in print or online), then contact the organizations listing presentations and pitch them for speaking.

6. Your clients
No need to get all fancy and overlook one of your most highly qualified sources! Ask your clients what groups they belong to and whether they accept outside speakers.

Want more? You got it! You can also find speaking opportunities right from the comfort of your own laptop:

7. Meetup.com

8. Eventbrite.com

9. LinkedIn Events

10. Facebook Events

Each of these sites provides tools for like-minded people to organize gatherings around shared interests. Visit the online site and search for meetings or events by topic and geographic location. (With LinkedIn and Facebook, events might be in-person or virtual.) Attend one or two to see if it’s a good fit for your speaking topics.

11. InsideInfoMarketing.comThis site offers an “up-to-date listing of events, teleseminars & training being hosted by the most influential thought leaders in Information Marketing today.” If you sell online programs and information products, this is your site!

12. Online conference directories
Lanyrd, Plancast and Conferensum are online directories, just for conferences. Lanyrd.com, for example, suggests events for you based on those attended by people you follow on social media and keywords in your profiles.

13. Google
Just Google it! Search for events in your industry. Want to get more creative? Search your competitors and other service providers who target the same clients to find out where they’ve spoken.

14. Speaker Directories.
Speaker directories are matchmaking services that list speakers for a fee. Meeting planners sometimes go to these directories looking for a speaker on a certain topic.

Here are two to check out:

Speaker Services – speakerservices.com
Speaker Zone – speakerzone.com

15. Toastmasters International
A non-profit club, devoted to helping its members improve their public speaking skills in a supportive environment, Toastmasters also has its own speaking bureau.

Ready to go big with your message? Here are two ideas to reach potentially large audiences:

16. Trade associations.
Got a topic that an entire industry needs to hear? With more than 17,000 national, regional and state trade associations in the US, associations are fertile ground for speaking opportunities. Locate the educational or programming contact, send them an email with a link to a short demo video and then follow up. These associations are always looking for dynamic speakers to wow their members.

Columbia Books, Inc. (www.columbiabooks.com) is a great resource. It offers several directories, in print or electronic formats.

• The National & Professional Trade Association Directory lists national conventions, meetings, and trade show dates for over 7,700 trade and professional associations with an annual report published each February.
• The site also offers a Directory of Association Meeting Planners and Directory of Corporate Meeting Planners. Score!

17. Big companies.
Does your speaking topic have a commercial application? Become a corporate speaker! You may be able to get a corporate headquarters or local branch of a company to let you speak during lunch, after hours, or at a business meeting. Plus, being associated with a recognizable brand name adds to your business cred.

AIAP Newsletter October 2012

We've discussed the power of the press release in promoting your business in past newsletters and memos.  During this time of year many of us experience a bit of a slow-down in business.  What better time to put together a press release to jump start awareness of our business in the marketplace!

I ran across a great list of press release ideas that I'd like to share with you:

So, if you're struggling with what news to deliver, here are 50 "out-of-the-box" topics for your next press release:

1. Share why your small business is truly unique

2. Share your small business mission statement

3. Share a free "tip sheet" available at your website

4. Share a free "FAQ" sheet available at your website

5. Share a free "ebook" available at your website

6. Share a free "special report" available at your website

7. Announce that you are providing free "consultations"

8. Unveil a new or unusual use for your product

9. Reveal a fun contest you will be running

10. Reveal a sweepstakes that you will be promoting

11. Publish the results of a poll you created

12. Publish the results of a research study you conducted

13. Announce an upcoming teleseminar you are hosting

14. Announce an upcoming webinar you are hosting

15. Announce an upcoming local workshop you are running

16. Announce a "lunch and learn" session you are running

17. Reveal how [your product or service] can solve _________________

18. Reveal why [your product or service] will save your prospect MONEY

19. Reveal why [your product or service] will save your prospect TIME

20. Reveal why [your product or service] will make your prospect's LIFE EASIER

21. Share how [your product or service] will help your prospect AVOID COMMON MISTAKES

22. Create a "Top Ten Best Uses of Your Product or Service"

23. Publish a collection of testimonials from satisfied customers/clients

24. Share your customers' success stories

25. Take a stand on a controversial issue

26. Make a prediction

27. Identify a trend you are noticing within your industry

28. Debunk a common myth in your industry

29. Share an inspirational story related to your small business

30. Share a stirring story about overcoming an obstacle

31. Share a story about a customer who didn't use your product or service – and was very sorry!

32. Sponsor a local event and write about it

33. Share how your small business is taking major steps to "go green"

34. Create a fun and unusual reason to offer a discount on a product or service

35. Publish your work with a local charity

36. Establish a scholarship in the name of your small business

37. Piggy-back on a "hot-news" story

38. Create an award and give-it away

39. Explain why you started your small business – the "human-interest" side of your biz

40. Tie your press release to a holiday

41. Create a fun and unique reason to have a BIG SALE

42. Interview a competitor and publish it

43. Create an extraordinary guarantee on your product or service and write about it

44. Debate the pros and cons of relevant research you've conducted in your industry

45. Answer the most common three questions prospects have about your product

46. Create a podcast and write about it

47. Share a free "PowerPoint" available at Slideshare

48. Share a free "video lesson" available on your YouTube channel

49. Share a successful blog post and ask for comments by directing prospects to the post

50. Do a press release interview swap – have a colleague interview you and publish it. Offer to interview your colleague for their own press release as well.

I hope that helps get your wheels turning on some possible topics for your next press release.

Article Source: http://www.shoestringmarketinguniversity.com/50-press-release-topics-for-small-business-owners/

AIAP Newsletter September 2012

I suppose that this newsletter is long overdue, but lately I've felt the need to offer some ideas on how to make the most of your directory listings--specifically when it comes to lead conversion.

Over the past several weeks I've received email from a few disgruntled members who feel that they've yet to receive a business lead from their directory listings.  After scouring the traffic logs for both the AIAP and REPAI websites we've been unable to find a single member who hasn't received click-through traffic from their directory listings.

The key to making the most of your directory listings is being able to keep people on your website once they click-through.  Once they land on your website, do they find the following?

1. Landing page loads fast and navigation is easily apparent.

2. Clear navigation points for your portfolio and contact information.

3. Clear call to action (After all, isn't the intent of your website to generate new business?)

4. Easy to use contact form or email links.

5. Easy to use request form (Include fields for a description of the project, intended usage, timeline for completion, budget considerations, etc.).

6. Website is smartphone & tablet compatible (HTML 5).

We often receive negative feedback from photography buyers concerning individual member's websites.  The most often heard complaint is that the load time is too long.  If the page doesn't load in just a couple of seconds on an average speed connection, chances are that you're going to lose that visitor.  When designing your website, please consider a simple landing page that loads fast.  From your landing page you can direct visitors to your portfolio pages where most people expect the load time to be longer.

The second most often heard complaint from photography buyers is that some photographer's websites make it difficult to make contact.  Photography buyers like to see a simple contact page that incorporates a clickable email link and possibly a contact form.  They don't like having to "cut and paste" a non-clickable email address!  The contact form makes it easy for buyers to offer you the details of their project and request a quotation.  We also recommend making your telephone number easy to find.

Another point that needs to be discussed is your website's compatibility with mobile devices.  More and more we find that a significant percentage of traffic is coming from mobile devices.  If  you're website incorporates Flash you may want to consider converting to an HTML 5 format.  Since the majority of the creative community uses the iPhone which does not recognize Flash files, your website may simply look like a black screen to most photography buyers.  Many website designers are now using HTML 5 to overcome this problem.  We'll talk more about this in a couple of weeks in an upcoming newsletter.

Some photography buyers have also complained that it's difficult to find pertinent images in some photographer's portfolios.  It's obvious that a photography buyer who needs to hire a photographer for a commercial architectural project will be looking for a portfolio that contains commercial architectural photographs.  I'd suggest organizing your portfolio in categories that make it simple for photography buyers to find images that relate to the type of project they need.  Some simple categories may be commercial, residential, hospitality, resort, healthcare, institutional, etc.

One last point concerning website design:  the importance of your "about" or "profile" page.  This is the place on your website where you have the opportunity to really showcase what it is that sets you apart from other photographers and makes you the best choice for a photography buyer's project.  I'd recommend avoiding anything that doesn't speak directly to the point of "why you should hire me" on your profile page.  Focus on your strengths and accomplishments and why hiring you will make the potential project a success.

Next time we'll talk about design for mobile devices and include input from the website design guys at Big Folio, one of our AIAP/REPAI sponsors.

AIAP Newsletter August 2012

From my perspective, the more the photography business changes, the more it stays the same.  Specifically, I'm talking about professional manners and a personal touch.

Many years ago I worked as a copywriter and strategist in an advertising agency where it was mandatory that we send handwritten thank you notes to vendors and clients.  I hated it at the time.  However, after leaving the agency and starting my photography business I soon saw the value in this personal touch.  What's more, I realized just how unusual it was for a client to get a handwritten thank you from a photographer.  In fact, I often receive thank you messages from clients in response to my thank you notes.

In a world of email and text messages, nothing says "I care about you as a customer and value your business," more than a handwritten note.  I had my own notes imprinted with my logo on heavy paper stock and I use a fine fountain pen to write the note.

Here are a few things that we can do that will immediately set us apart from our competitors in the photography industry:

1. Send a hand written thank you note to all new clients after completing their first project for them.

2. Send a hand written thank you note after a portfolio review or consultation for an upcoming project--especially if the competition is fierce.

3. Follow up with a phone call after a job is delivered to make sure that your client is satisfied with the photographs.

4. Follow up on jobs you didn't get and ask, "I realize that you didn't choose me for your project--I wonder if you could give me some tips that would help me be more competitive on future jobs."

5. Follow up after a large (and profitable) project with a gift certificate to a fine restaurant and a hand written thank you.

6. Give unique and generous Christmas gifts to your best clients.  I personally send gifts to clients who spend above a certain dollar amount with me throughout the year.

7. Follow up after a problem has been resolved to make certain that your client is ultimately satisfied and to reinforce their value to you as a client.

We're often asked to bend a little bit when a problem arises with a job.  Maybe the billing came in higher than the client expected, maybe there were additional costs, maybe the photographs weren't what the client expected, etc.  A problem like this gives us a unique opportunity to show the client how much we value them and that we're willing to do what's necessary to make them happy.  We might even have to take a short-term loss on a project.  However, my experience has been that my most loyal clients are those that have seen me resolve a problem to their benefit.  A short-term loss is more than compensated by long-term loyalty.

I hope these tips will benefit each of you in your own business.

AIAP Newsletter February 25, 2012

Many of us are using email marketing as a crucial part of our overall marketing effort.  The biggest challenge is in getting our clients and prospects to simply open our email.  Once opened, most will read and often respond to our message.

So how do we get people to open our email marketing messages?  The secret is in having a killer headline (subject line) that is compelling enough not to be ignored.

I recently ran across ten great headline ideas on the selling-through-writing website called www.copyblogger.com.  Here they are:

1. Who Else Wants [blank]?

Starting a headline with “Who Else Wants…” is a classic social proof strategy that implies an already existing consensus desire. While overused in the Internet marketing arena, it still works like gangbusters for other subject matter.

2. The Secret of [blank]

This one is used quite a bit, but that’s because it works. Share insider knowledge and translate it into a benefit for the reader.

3. Here is a Method That is Helping [blank] to [blank]

Simply identify your target audience and the benefit you can provide them, and fill in the blanks.

4. Little Known Ways to [blank]

A more intriguing (and less common) way of accomplishing the same thing as “The Secret of…” headline.

5. Get Rid of [problem] Once and For All

A classic formula that identifies either a painful problem or an unfulfilled desire that the reader wants to remedy.

6. Here’s a Quick Way to [solve a problem]

People love quick and easy when it comes to solving a nagging problem.

7. Now You Can Have [something desirable] [great circumstance]

The is the classic “have your cake and eat it too” headline — and who doesn’t like that?

8. [Do something] like [world-class example]

Gatorade milked this one fully with the “Be Like Mike” campaign featuring Michael Jordan in the early 1990s.

9. Have a [or] Build a [blank] You Can Be Proud Of

Appeal to vanity, dissatisfaction, or shame. Enough said.

10. What Everybody Ought to Know About [blank]

Big curiosity draw with this type of headline, and it acts almost as a challenge to the reader to go ahead and see if they are missing something.

It should be fairly simple to plug your own ideas in to these ten headline formulas and come up with a compelling subject line that no one would dare ignore.  I hope that you'll give some consideration as to how you might integrate email marketing into your existing marketing mix.  If you're new to email marketing, the one thing you ought to be aware of is that sending mass email yourself can be a huge mistake.  

If you stuff your "To:" field on your email with a long list of addresses you'll not only make everyone on the list angry, but you'll likely get yourself banned from a variety of mail servers--not to mention the trouble you may get into with your own email service.  To do this right, you need to sign up with one of the many direct email marketing services that do this efficiently and within the guidelines of current mass emailing protocol.

There are many services out there--here's a link to a comparison of some of the best:  http://email-marketing-service-review.toptenreviews.com/

Please allow me to wish you all the best as we start into our "busy" season.  Many of you report that this year is shaping up to be a great year.  Best of luck!