EPUB Ebooks: Free ebook sample of "The Guide to Marketing and Search Engine Optimisation for the Freelance Photographer" by Adriana Beaumont-Thomas

THE GUIDE TO MARKETING AND SEARCH ENGINE OPTIMISATION FOR THE FREELANCE PHOTOGRAPHER

By Adriana Beaumont-Thomas

Text copyright: Adriana Beaumont-Thomas, 2011

Cover art copyright: JBT PhotoArt, 2011

Table of Contents

INTRODUCTION

“Doing business without advertising is like winking at a girl in the dark.  You know what you are doing, but nobody else does” 

(Steuart Henderson Britt in Marketing Management and Administrative Action)

With all the talent, commitment and hard work that you put into your photography venture, it may still take you a considerable amount of time, sometimes weeks and sometimes months to finally be able to quit your day job and earn a living from photography full time. Of course, the quality of your product and service is of the utmost importance. If you get them right, you are half way there. Yet, however good your portfolio and website may be, however competitive your prices and excellent customer service, your marketing strategy and sales will determine the success or failure of your business. A well crafted marketing plan can turn any business into a fully operational money making machine.

As a marketing and PR manager of a successful photography company, I know just how crucial good advertising is. I also remember how difficult and often discouraging our beginnings were due to the lack of funds and the frustration that came with it. But even when pennies are tight, there is still plenty that can be done. Not all marketing costs the earth and there are things you can do for free. Most importantly, if you are marketing your own business and not employing an advertising agency to do it for you, you are already making a considerable saving.

I created this e-book to help other photography businesses achieve financial independence and the freedom to expand and develop using simple yet efficient marketing techniques. You don’t have to be a professional marketer to advertise your business well. All it takes is the willingness to learn, creative flare and time. With regards to the latter, there never seems to be enough of it when one is running a business, but a little organising will make all the difference, take my word for it.

In the subsequent chapters I will talk about different methods of marketing and PR that are particularly relevant to the photography industry and that helped put JBT PhotoArt on the map. The book is divided into two parts. Part One, Search Engine Optimisation deals with building and maintaining your website and with the Search Engine Optimisation techniques in detail. Part Two, Marketing Strategy explores market research, branding and promotional strategies.

PART 1: SEARCH ENGINE OPTIMISATION

To begin with, you will need a platform to show your work – a website will do just that. Commission a professional web designer to do the job, or – if your budget is limited – simply build the website yourself. It is easier than it sounds, even to people who are not familiar with graphic design. The wonderful DIY website builders are out there and anybody with a creative bone in their body – and if you are a photographer you sure have the artist in you – will be able to build one.

Wix.com is a great DIY website builder. It is very easy to use with its drag and paste options and online tutorial: www.wix.com. You can choose from many attractive templates or build one from scratch. Since the presentation of your photography work is the first and foremost objective of your website, concentrate on creating an elegant, easy-on-the-eye layout and colour scheme. Rather than crafting an elaborate fanciful site, think simple but stylish.

Search Engine Optimisation (SEO) is a term well known not only to webmasters and marketers but also many small business owners, bloggers and online service providers. Optimising your site for search engines – however daunting it may sound - is something you can also do yourself.