If finding new customers was easy, a lot of ad agencies, marketing companies and public relations agencies would be out of business.
For corporate photographers, there’s only one true way to get customers and it’s simple: be trustworthy.
Of course, people won’t trust a business they’ve never seen or heard about. So you must be visible before you can build trust.
To be visible to your potential customers, you can either push yourself in front of them or you can try to pull them to you.
“Push marketing” means you send information to your potential customers. For example, you might send postcards, newsletters or portfolio pieces to photo editors and creative directors. This is a targeted approach since you choose who gets your marketing. Other types of push marketing such as newspaper, magazine and website ads can be less targeted.
Push marketing is often used to create awareness of, and perhaps even demand for, your photography. It’s direct and pro-active. This type of “outbound marketing” tends to be more about the photographer.
“Pull marketing” means potential customers come to you because they’re looking for information. Customers have realized a need and are looking for you or someone like you. Your web site, blog and social media posts are forms of pull marketing. Public relations is pull marketing.
Pull marketing is often used to create demand because it’s a better way to build trust and a relationship. It’s also good for products or services that need more “explaining” before a customer might buy. This type of “inbound marketing” tends to be more about the customer.
These two types of marketing can overlap because it’s not the medium but rather the message and its presentation that determines push or pull (outbound or inbound, respectively). You will probably need to push and pull as the two can complement each other.
If you want to make quick sales then push marketing works better because you can advertise “Lowest prices in town” or “Big Sale This Week”. Push marketing can help quickly build an awareness of your business. Sending “reminders” to past clients can be effective push marketing. Push marketing tends to cost more money.
Many customers look for trust and credibility and this is done by pull marketing. The sales process of pull marketing is longer but this can help build a relationship. Pull marketing tends to cost more time.
It’s important for a photographer to look at their overall marketing. Are you pushing when you should be pulling? When could your business use a good push?
