When creating a marketing plan for your photography business it is easy to get overwhelmed. After all there are all kinds of ways to market your business, but there are only so many hours in the day. I like to think about marketing from the perspective of rocks in a jar. When you are filling your jar (creating your marketing plan) you need to start with the rocks. The rocks are the big and important things, the ones that bring you the highest return on your investment. And rocks are different for different types of photography brands, so you really need to think this through before you start. It's important that you fill your plan with the rocks that align with your photography brand, so that you can get the most bang for your buck. For us, a rock would be partnering with other like minded businesses who share the same clientele.
After you have put all the rocks into your plan, it's time to add some pebbles. These items a less important than the rocks, but still important, and since you put the rocks into the jar first, you still have a little room in there for some pebbles. Think about what your photography marketing pebbles are. Maybe for you they are blogging, or going to networking events.
After all of the pebbles are in place you can move on to the sand. These are even less impactful to your bottom line, so you don't spend a lot of time on them. What is the sand in your photography marketing plan? Social media possibly? For us, social media falls to the last category... the water. You see, even after you have put all the sand you can into the jar with your marketing rocks and marketing pebbles, there is still a little room left for some water. Think about what is a water marketing item for you and your photography business?
You see... with limited resources of money, time and energy, you really need to be strategic about your marketing plan. If you put the water in first... all of those little things that make little difference to your clients or your bottom line, then you simply won't have any room left for the rocks, the pebbles and the sand. And, it's really the rocks that make the difference!
Happy Marketing!

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