New Business

This is the time of year that many of us dread due to the expected seasonal downturn in business. Generating new business to see us through the next few months should be everyone's top priority. Here are a few ideas that may be useful:

1. RE-VISIT OLD BUSINESS
It's an old adage that the best source of new business is usually old business. We all have clients that we no longer do business with for one reason or another. Sometimes a change in personnel causes us to lose a client, other times it may be simply a clash of personalities. One thing that works to our favor however is that people tend to move around rather frequently in marketing positions.

I recommend re-contacting clients you haven't done business with for more than two years. More often than not you'll find that there's now a new marketing director or art director at work who hires photography and who has no knowledge that the company ever did business with you. This happens to me frequently. Lately my rep has been calling on past clients and has found that in nearly every case there's a new photography buyer at work.

2. ASK FOR REFERRALS
I know, we all hate to do this. One thing is for certain though--it works. I recommend always carrying a supply of business cards with you. When you meet someone, either in a business setting or casually, make certain to tell them what it is you do for a living. I've lived in the same neighborhood for ten years now, and I've recently come to realize that very few of my neighbors have any idea what it is I do for a living. What's more, most of them are business owners and executives with the capability of either hiring my services or recommending them to someone else.

Often it's as simple as asking an acquaintance, "What is it that you do for a living?" To which they will always answer and then ask, "So what do you do?" From there, it's simple conversation to educate them about what you do and then politely ask, "Do you know anyone who uses architectural photography?" Even if they don't have an instant referral, you can bet that they'll remember your name if the question ever comes up again.

3. RAISE AWARENESS IN YOUR MARKET
When was the last time you sent out a press release? Have you ever sent a press release? PR is simply one of the cheapest (free!) and easiest ways to raise awareness about what you do, how well you do it, and why. In past newsletters (found in the AIAP Member's Area) I've discussed the nuts and bolts of writing press releases, so I won't go into that here.

I want to emphasize that each of us has something about our business that is worth telling the public about. Recent projects, new location, recent awards, new personal projects, travel, etc. are all worthy of a press release. If you're unable to come up with something to write about, then maybe it's time to create something. Maybe it's time for a charitable project, a personal project, a speaking appearance or a workshop. The point is, do something that gets you noticed.

4. NETWORKING
This year my rep joined SMPS (Society for Marketing Professional Services - www.smps.org). This organization, and others like it (AIA, ASID, etc.) are a great resource to network with marketing professionals in the architectural community. SMPS members are primarily marketing professionals for architectural, engineering and building firms. The first lunch appointment that my rep had after joining SMPS resulted in two significant sales of stock photography of projects that her contact's company was involved in. In other words, a $25 lunch generated hundreds of dollars in a stock photo sale.

Another benefit to joining groups like SMPS is that you become an "insider" in the architectural community. It's far easier to do business with people you socialize with than with those you see only when making sales calls. Groups like SMPS hold regular workshops and seminars which provide a perfect opportunity for you to showcase your work and educate the market about professional architectural photography.

5. RE-EVALUATE YOUR WEB PRESENCE
Finally, I think that all of us should take time to re-evaluate our websites and our overall presence on the web. Is your website easy to navigate? Is it mobile and iPad friendly? When a potential buyer visits your website can they easily find your contact information? Also, does your website represent your "very best" work, or is it simply a huge collection of mediocre images?

One of the best ways to evaluate potential changes in your own website is to peruse the websites of your competitors. Ask yourself, "If I were hiring an architectural photographer, which website would appeal most to me?" Moreover, why not put that question to one of your clients?


I also want to report to you that traffic on the AIAP website saw a sharp increase during the third quarter of this year, and that traffic is holding steady so far this quarter. Many of you have written me to tell me that your business has picked up recently. Personally, the third quarter of this year was the best quarter I've had in over two years. The commercial building market is increasing steadily, and I'm optimistic about our industry as well. The key is in promoting the message to the market of the benefits of hiring a professional architectural photographer.

AIAP Memo

We hear a lot about Search Engine Optimization (SEO) and Page Rank, but for many of us we simply hope for the best when we put up a website. This memo deals with one simple aspect of SEO that we can all easily implement, and subsequently improve the visibility of our personal websites.

One of the unique problems with photographer's websites is that they're usually "image-heavy" with very little text for a search engine to look at. One way around this issue is to make sure that your images have the proper descriptive text in the code. Here's a basic checklist when optimizing your website images:

1. Use preferred image formats. Search engines prefer to see PNG, JPG and GIF images--in that order.

2. Change file names from the camera-generated names (ex: I0F0690.jpg) to descriptive names with keywords important to internet searches. For example: residential-interior.jpg, or california-architectural-photographer.jpg. Experts recommend using dashes in file names rather than underscores due to the fact that search engines treat dashes like spaces.

3. Make sure that you include keywords in your alt text in the "" tag. You've probably already got a good idea of what keywords are important for your website--using them here increases your chances of being noticed by search engines for those terms.

4. If you use your images as links, then always be sure to include keywords in your optimized "title" tag.

5. Make sure that the keyword text in your "alt" tags integrates well with your the plain text on your page, including the image name and the page title.

6. Always use image width and height attributes in your page code. Most website software tools generate this automatically when you insert an image.

7. Store your images on the same server as your pages. This may seem like an obvious thing to do, but many photographers link images from other websites such as their blog, Flickr and Facebook. Don't do it! Search engines will ignore your images.

8. Always utilize supporting text on your pages. Websites that are "image heavy" rank lower than those that strike a balance between text and images.

If you're still a bit unsure as to what Search Engine Optimization is all about, let me recommend that you download the free version of SEO Powersuite:

http://www.link-assistant.com/

The free version offers a wealth of optimization tools that will have your website tuned up and noticed in no time.

AIAP Newsletter 6/4/10

1. The AIAP Welcomes TourBuzz as Our Newest Sponsor

TourBuzz, a virtual tour hosting service, has joined AIAP as a sponsor. Their service is perfect for independent photographers because it maintains YOUR brand--there is no TourBuzz branding on your tours. TourBuzz has numerous features to save you time in delivering the highest quality tour in HD resolution. Check them out and let them know you heard about it at AIAP: www.tourbuzz.net

“We are excited to be a part of AIAP. We pride ourselves on quality and customer service, working closely with photographers to provide the best photo delivery platform available for independent photographers,” said Paul Rodman Co-Founder of TourBuzz.

Call TourBuzz to get the special AIAP member introductory offer at 877-246-9887.

2. Attrition & Recovery

Many of you may have noticed that your AIAP Directory listings have gradually moved up the page in recent months. This is due to the fact that many longtime AIAP members have simply chosen not to renew their membership and have consequently lost their page rank in the Find A Photographer directory. Good for you--bad for them.

The reason I bring this up is that the traffic on the AIAP directory has seen a steady increase since January, and many of you have reported a subsequent upswing in your own personal business. Like all economic recoveries, it's slow and steady persistence that pays off in the long run.

The marketing efforts of the AIAP are at an all-time high. In fact, we've done more marketing in the past year than in all previous years combined. Many of you have taken a similar course with your own personal marketing efforts. It's a proven fact that the success of any marketing plan is based on multiple, favorable and memorable impressions. We're confident that we're achieving success with architectural photography buyers. After all, the reason for this organization in the first place is to bring new business to the membership.

3. Brands & Promises

We've discussed branding before, but at this critical economic time I believe it warrants re-visiting. It's now become somewhat cliche, but Kristin Zhivago's statement has never been more true: "Your brand is the promise that you keep, not the one you make." Our industry has been under attack from the do-it-yourselfers ever since high-quality digital cameras became affordable. However, there's one major difference between "us and them," and that difference is talent. Paint and canvas are readily available to the general public, but we all recognize the work of an artist when we see it. The same is true of great photography.

I have a number of friends in the portrait and wedding business (poor fellows), who constantly bemoan the fact that high quality digital cameras are available to the general public and that their business is disappearing as a result. My answer? Use your marketing to point out the difference between you and the part-timers and wanna-bees. If you're a real professional, the difference should be obvious to the consumer. Our business is no different. Make sure that part of your marketing message makes the clear distinction between what you do and what non-professionals do--and then back it up with samples of your work.

Part of the attrition that I mentioned in topic #2 is due to the failure of some of our members to adequately market their own personal brand. Sadly, some have had to leave the industry and find a career outside of photography. In the final assessment, your brand is defined by the quality of your work and the level of your professionalism and personal service. The fastest way to rise above the fray is to do great work and offer unmatched service.

4. Making it Easy to Spend Money

I've had a saying for many years that, "I try to make it as easy as possible for people to spend money with me." Nowhere is that more important than at your own personal website. Photographers tend to design their websites for maximum visual appeal, but often that design is less than user-friendly. I'd like to invite you to take an objective look at your website, better yet, find someone who has never been to your website to review your site for usability. There's nothing more revealing than to look over the shoulder of someone who has never been to your website as they attempt to navigate it for the first time. I think it's wise to ask yourself these questions as you evaluate your website:

• Does my website load quickly and provide a clear point of navigation?

• Is it clear to a potential client how to view my work and how to contact me?

• Does my website answer the "who, what, when, where, why and how" of my business?

• Could someone explain exactly what it is I do after only a brief visit to my website?

If you're unable to answer each of these questions with an emphatic yes, then I'd invite you to consider changes to make your website more user-friendly--an ultimately easier for people to spend money with you.

Hang in there--things are looking up!