Photo Marketing Mentor

Never has there been a more perfect medium for photographers to get the word out about their products and services than through video.

As visual artists you already have a built in treasure trove of content that easily translates to video.

In today’s article, I am going to illustrate how you can take images from your existing portfolio and use them to create high impact marketing videos that will attract new clients all with the push of a button.

1. Target the images you select for your video to a specific client. If your current body of work represents several distinct genres, you’ll want to tailor the images you select for your video with the same care and consideration as you would for your physical portfolio.

In other words, if your goal is to attract clients to hire you for food photography jobs then you only want to select images of food for your video.

Obviously the same rules as your print portfolios apply here.  You only want to use the best of the best.

2.  Resist the urge to make the video too long. Your goal is to entice the viewer to take the next step.  Remember you’re not creating a feature length film here.  In this instance you’re using your video to market your services to prospective clients.  Therefore, you want to show a targeted sampling of what you have to offer and to get to the point quickly.

If you have many images you want to show in your video, consider combining them in groups of two on a single frame using an image-editing program like PhotoShop.  To see an illustration of this see the image sample I created below using images from my own portfolio. These are two separate images joined together,

The goal is keep your video presentation to about two minutes or less in my opinion.

Quick Get Into Action Tip:

There’s no need to purchase an expensive camera or professional video editing software. To get your feet wet with video consider signing up for a free account with Animoto.com.  Animoto is an online video development and distribution service that will turn your photos into a professional high quality slideshow style presentation complete with music in a matter of minutes.

Again, check out the stunning video I created in less than 30 minutes using Animoto’s free service.

The video is less than 40 seconds in length but that’s enough to get my work out there in front of thousands of potential clients and customers.  Of course Animoto offers a variety of payment plans when you’re ready to upgrade your account.

The advantage of the advanced plans is that they are very affordable; as a matter fact you can get started for as little as $5 dollars a month.

Why would you want to upgrade?

Simple, if you want to create longer videos, longer than 30 seconds, then you’ll want to upgrade your account at least to the Plus Level priced at $5 a month or $30 annually.  Or if you want even more control over the videos you develop, including removing Animoto’s corporate branding, you may want to consider opting for either a Plus or a Pro account.

Advanced users have the most options including more audio tracks, more unique video styles and finally, what I believe is the most powerful feature, “end of video” buttons that appear at the end of your video.

These data collection forms are fantastic for capturing your viewers contact info without directly having to go to your website.

But again, if you just want to try out the service you can do that for free.

3.  Leverage the reach of your video to attract greatest number of prospects. Once you create your video your goal then becomes getting eyes to view it and you have several ways to accomplish this.

First, you’ll want to post the video to your existing blog and/or website.

Second, you’ll want to distribute the video on all of your existing social media outlets like YouTube, Twitter and Facebook if you have accounts (and you should and if you don’t, now is the perfect opportunity to set them up.

Third, e-mail a link to your video to your existing online mailing list.  Again, if you don’t have one, now is a great time to start building one.  As a matter of fact, you can use your video to actually build your list.  I’ll show you how in Step #4.

Finally, brand your video using your logo or business card into the actual video.

4.  Use your video(s) to build and grow your online mailing list. Video is engaging which is why it’s so popular.  And yet we are bombarded with thousands of messages on a daily basis.  So if you don’t want your marketing messages to fall through the cracks, you must focus on capturing the attention of your target audience quickly or you may lose the opportunity to ever engage them in a meaningful way.

It’s predicted that YouTube alone will garner more searches than Google in the coming years.  That’s why now is the perfect time to get started integrating video into your marketing plan.

Click here to see a sample of how I used a simple video to grow my mailing list.  Remind you that it’s a 30-second video (the limit posed by Animoto for trial subscribers), but obviously you can make your video longer.  The point I want to make here is not about the length of your video, but the impact you can create with it.

For starters, 30 seconds may be all you need to get your visitor to take the next step with you and that’s the point.  So I’m going to show you step by step how I create a 30 second video with my existing images and existing website and that video to ask people to sign up for my mailing list.

For a recipe that includes step-by-step instructions on how to create a branded video in Animoto, download my free guide here.

For the purpose of this training I decided to embed the file into this blog article allowing you to view it here.  But you shouldn’t limit your video to a blog post like this one.  This leads to the final step of your client attractive video.

5. Distribute your video wildly.  This is the final and most important step.  Every place online where you post your video, continually invite viewers to come to your website or blog.  Once they arrive invite them to sign up for your mailing list.  If your video is targeted and you’re connecting with the right people who want what you have to offer, you should have no problem accomplishing this.

Please visit my website to see example of how I did this.

Notice how I encouraged a call to action. I didn’t just ask visitors to sign up for my e-newsletter. I offered a complimentary telephone 15-minute consultation to discuss their next project -AND- I gave it an attention grabbing name.  This is key!

You should always speak of what you do using “benefit’s oriented language”. During that call I could offer a PDF tip sheet (see some examples of what I’m talking about below).

In my newsletter for example:

• I could write about using proper lighting techniques for food photography that evokes a mood or feeling
• I could show my readers ways they could use their images to drive more foot traffic into their store, or brand their products.
• Or I could create a tip sheet illustrating 10 ways my clients could use their images for their ongoing online promotions.  Then I could offer another one for offline promotions.
• If I’m interviewed for a food blog or magazine or podcast I could feature that in my newsletter and send my readers a link to read it or listen to the replay.

“The key here is to always engage my subscribers by encouraging them to take the next step!”

Of course I can always create more videos and send them by e-mail to my subscriber list.

I don’t know if you picked up on this?  But having the ability to create high-impact video for your photography clients could become a great additional profit center for your business as well.

Your action plan for this week:

Start investigating on how you can use video to attract more clients into your photography business.

As you can see with this lesson it costs you nothing more that a little bit of time to put one together.  Once you have it, you can distribute your video across all of your social media platforms to drive more traffic to your website.

Of course once they arrive you must have a data capture system in place to continue the conversation.

And finally, once you have their information you must actively engage them with relevant and timely content that will help them achieve their goals.

If you want more training on how to use video including How To Use Video Contests To Attract Clients, as well as how to set up your own e-mail management marketing system, consider getting a copy of my book:  Eye On Marketing:  41 Days From Struggle and Confusion to Clarity & Profits into your business building toolkit.

My book is like a marketing blueprint for creative professionals in a book!

In addition, book owners will receive my exclusive Eye On Marketing Jump Start Kit that includes 41 more ways to attract clients with referral marketing and e-mail marketing strategies.

You’ll also learn how to create a customer profile, plus you’ll get access to my checklists featured from the book to download, and much more, for a ridiculously low price of only $20 for the e-book or $24.95 for the print version.

To learn more and secure your copy visit my website at: http://www.eyeonmarketingsuccess.com/thebook.

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FREE Downloadable Mini-Workshop - Get Your Workbook Here

To learn more about my book Eye On Marketing: 41 Days From Struggle and Confusion to Clarity & Profits, including details on how to get personal 1-on-1 mentoring from me directly visit my website at: http://www.eyeonmarketingsuccess.com/thebook for details.

PS: Do you have a burning question about how to market your photography or creative services and products?

• Do you have difficulty staying motivated?
• Are money concerns starting to get you down?
• Are you less than pleased with type of clients you’ve been attracting lately?
• Are you confused about how to price your products and service?
• Are you tired of going it “solo” in your business?
• Finally, would like the support of a community of fellow photographers and artisans where you can connect, share and receive support?

If so come join me on Wednesday March 30 2011 at 4 P.M. PST/7 P.M. EST for my first Eye On Marketing: Q & A Support Call.

This is a new program that I’ve created exclusively for readers of my book.

To learn more about this FREE bonus program pick up a copy of the book (if you don’t already have:-) and register to receive instant dial info on this important call designed for the new tribe of creative entrepreneurs!

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“If creativity is a commodity it just isn’t that creative” that’s a quote by Bruce DeBoer

DeBoer is the founder of Permission To Suck who started the blog as a “think tank” if you will of creative folks and their musings about what it takes to keep fresh and motivated.

Whether it be photography, music, writing or fine art every creative individual struggles with coming up fresh ideas and remaining relevant to their audience.

Using an an interview process PTS provides a platform for creatives to learn and become inspired. Deboer’s goal is to provide his readers with an insiders view into the rarely seen world of the artist, their process, and what’s required to live their passion.

The video clip provided today is of the blogs editor Bruce DeBoer. Listen closely as he shares his own personal process and the insights he’s gained over the years, first as a photographer and then as a publisher and then back to photography.

As you watch pay close attention to the insights you glean and can perhaps apply to your own process.

Talking with Professional Photographer Bruce DeBoer from PermissionToSuck.com on Vimeo.

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I recently came across a photographer who used a video testimonial on his blog to attract new business and inspired to write today’s post.

It’s been said that the best source of new business is from your last customer. Referral marketing has taken on all whole new personality, now a days new prospects want proof that you’re good at what you do, social proof to be exact and nothing illustrates social proof better than video.

Today collecting on the spot reviews & testimonials of your work, your personality and your work ethic is as simple as whipping out a pocket size camera.  The best part is that you don’t need to hire a film crew, shooting high quality video using off the shelf consumer level pocket cameras like the Mino Flip and the new Kodak Zi8 for example makes it a snap. Even the new generation of digital still cameras have some form of video capture capability.

How to create the video and what makes a good testimonial is the focus of this post for example, all you need to do is ask your current client how they felt about their experience working with you and then record their reply. After you collect a sufficient amount of clips you can lace them together using another off the shelf product like iMovie for example if you’re on a Mac or Video Studio Pro X3 if you’re using a PC.

When you sit down to edit the video just add your contact information on the last frame and you’re done. The following 5 tips will help you create and distribute your new testimonial video for maximum impact.

1.) Ask Relevant Questions Of Your Interviewee’s: For example: What was it like to work with me? What stood out for you from the experience? (Ask them to name specifics) Would you recommend my services to others?

2. Keep Your Clips Short: If your interviewee rambles on just cut down to the gist of the conversation from about 1 minute to 45 seconds if you’re doing a montage of clips from different people. If the person speaking is key and the majority of their testimonial is relevant then consider giving them their own clip, preferably about 3 minutes and under.

3. Keep Your Video Camera With You At All Times: This is especially true when attending events, as you never know whom you might run into. Of course the person you approach must be someone who you have either a current or previous working relationship with; one word of caution (no fake or made up testimonials) this is will ruin your reputation not to mention get into serious hot water with the FCC if you’re ever exposed.

4. Select Audio With Caution: If you insist on adding music on your clips keep the sound level low and the style of music relevant to your audience. Obviously people are watching your clip to listen to the testimonials, not rock out to Pink Floyd (no offense to PF fans). In my opinion music is totally unnecessary but if you insist on it, add it to the opening -or- at the end of your video. Again choose your selection with caution and sensitivity to your audience.

5. Distribute Your Video Virally: First post your video on your blog (if you have one) second on your website. Third spread the video by posting on YouTube, Vimeo and Viddler are three video sharing sites I recommend. Next Tweet about it, tell your Facebook friends or fans if you a fan page (and you should).

Fourth, if you have an in-house email-mailing list (and you should) sends out announcement to your list. Finally ask the participants featured in your video to send out announcements to their network for you. This is a great way to get maximum mileage out of your testimonial.

Lastly I highly recommend using Animoto to distribute your video. Animoto offers a data collection feature called a “call to action button” that appears at the end your video allowing viewers to enter their name and email address. After the viewer enters their info they’re immediately directed to your blog or website.

Animoto charges a fee for this value added service, you can test it for $39 for a month, if works for you, you can upgrade to a year for $249 and release new videos every month. This is an excellent way establish and maintain communication with your growing fan base.

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I just discovered this today and felt so good about it that I had to share it. This is a great example of photographers using their gifts to give back not only this holiday season but all year long.

Please visit the website to learn more and see how you can help.

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