Mobile Marketing: Reaching your Potential Photography Clients When They Want, Where They Want
Mobile content marketing is a rich and rewarding addition to your master marketing plan. It doesn’t matter what type of photography you specialize in – reaching your potential customers in this way will produce a harvest of benefits all round.
This post is designed to help professional photographers make the shift to thinking “mobile” and adding it to their business mix. Let’s examine some of the steps you need to take to start producing solid mobile content, and easily provide it to your followers.
Define Your Mobile Customer Base
You have subscribers to your blog or website; Facebook friends, Twitter followers – in short, contacts of some form on the net, or you wouldn’t be here today looking to increase your contact methods to include Mobile devices.
Your first step is to find out which of these cyber-contacts is actually enthusiastically attached to his or her mobile device. That will help you figure out exactly how far you have to go (and in which direction), when adding mobile content to your photography marketing mix.
Next, brainstorm how that relates to your overall business plans or goals:
- Does it feel like a natural step for you? One you’ll be comfortable to take?
- If not, are you committed to getting comfortable with being a mobile content provider?
- How will getting into mobile marketing assist you in achieving your overall business goals?
Also ask yourself some smart questions about your friend/fan base:
- Have you researched what devices they use?
- How often are they using them?
- Do they prefer mobile contact over computer?
- What time of days do they use their mobile devices most?
A further thought to ponder: Are you committed to providing not just another avenue of contact, but creating a rich, unique community of loyal followers via your mobile marketing?
Only when you’ve done your homework will you have a better grasp of how mobile content marketing is going to fit into and augment your plans (and that includes studying your competitors and their mobile efforts – or lack thereof – too).
The benefit of providing mobile content helps you to:
- Connect instantly with your subscribers, as events are happening and unfolding. Senior portrait clients might find it fun to be part of a live tweet session during breaks of a senior portrait shoot. Or perhaps during an engagement photo session offer real-time mobile updates. Let your clients be the celebrities!
- Stay connected no matter where you are.
- Send special offers designed strictly as rewards for your mobile subscribers. Sports photo packages might offer an exclusive mobile discount immediately released upon receiving initial purchase.
- Give your Mobile customers and subscribers unique apps, coupons, discounts and “insider” exclusive offers so they spend more. This could be ideal for a newlywed couple, especially if they booked their engagement and wedding session with you; entice with an anniversary or family-portrait package for the future.
- Offer increased value to your current customers
- Triple loyalty as you become a trusted part of their everyday lives
- Promote new products and services to mobile subscribers immediately, with very little work or promotion, for quick sales (and feedback before your product’s official online release)
- Increase your credibility by being always accessible.
- Provide them with real-time, up-to-the minute news about important industry events you’re attending
- Make them feel they’re sharing your life as friends
- Strengthen your brand
So before you move onto the next step, research and write down your goals. What do you want your mobile content marketing to do… and just how accessible do you really want to be?
Georgia McCabe takes us through some useful tips and tricks for optimizing Facebook activities. Interesting ways for navigating Facebook and for getting the most for your efforts. As an author, speaker, trainer and social media and photography evangelist, her perspectives entitled “A Picture is Worth a Thousand Friends…or Enemies” appear in print in the book entitled The Relationship Age, with social media guru Mari Smith. Georgia is a frequent guest blogger for our professional photo lab.