Earlier in the week, this post first appeared at our blog for GoingPro, but I’ve gotten such great feedback it makes sense to post it here as well.  Just remember one thing when launching any new project or business – take your time and do it one step at a time.  You can’t rush perfection!

Last week I talked about jump-starting a business that’s stalled, but it’s a completely different challenge if you’re just starting out.   Many of the components are the same, but it’s a little different approach, since your goal is going to be twofold – getting your business started, while at the same time building brand-awareness for you and your company. 

Keep in mind, just like jump-starting an established business I’m assuming you understand the skill set!  I’m taking it for granted you understand exposure, composition and already work with a great lab!  Seriously, don’t underestimate the importance of the skills to create great images – no amount of publicity, networking and marketing will help you get established if people don’t love the images they see!

The Community:

Personally, I absolutely believe this where it all starts.  You need to be involved and I’ve written a lot about it.  People like buying products and services from companies they perceive as giving something back.  You’re looking for the community to be good to you, so you’d better be sure you’re good to your community. 

There are lots of ways to get involved and most involve volunteer work – PTA, Chamber of Commerce, Lions Club, Rotary, Exchange Club, community events, local charities, even helping out at a specific event that might be a fund-raiser, Little League dinners, soccer events etc.   The key is just getting people to know who you are and while you might be the new kid in town, you want everybody to understand it’s your town too and you’re there to help.

Networking:

New business new community means building a new network.  You need to get to know every business in town, especially those that might be targeting the same consumers you are.  For example, a wedding photographer needs to get to know the florist, the limo company, bridal salon, wedding planners, venues etc.  A children’s photographer should get to know the local children’s shops, pediatricians, barbers and salons etc.  A commercial shooter should invest some time in getting to know any business that might be producing catalogs, brochures, annual reports etc.

I still love the Dawn Shields model.  Dawn is in Missouri and established a monthly networking luncheon of everybody associated with the wedding business.  Everyone pays ten dollars for lunch and they get together once a month to just network, talk about business etc.  In the process they all get to know each other.

When networking, this isn’t just about building awareness with non-competing companies – get to know your competitors.  The strongest photographers in our industry have a network of counterparts they refer business to as well.  They work together and often cross-promote each other.  Let’s face it, at some point you’ll have a conflict and won’t be able to take on a new assignment.  Or, maybe you won’t have the skill-set, but you’ll have a friend who does. 

An effective network isn’t just about the number of people you know, but how well they compliment each other as well as fill in the gaps for what you might personally be missing.  It’s all about having friends who cover your short suits, while you in turn can help them. 

Advertising and Publicity:

You need to advertise and get your name out there.  If you’re just starting out in the senior market, I still love the idea of photographing a half dozen seniors for free and letting them spread the word.  If you’re just starting out in weddings you need to let people know you’re there.   There are tons of publications, both in print and online that offer wedding photographers advertising opportunities.

It might be time to design a postcard and do a mailing, either by yourself or with a couple of those non-competing companies in your network.    Share the cost of the mailing and hit your target audience with some high impact promotional packages.  And when doing that postcard, don’t forget your own holiday cards.  I’ve written a ton about the importance of using your own images in your holiday cards and now is the time to plan for that early November mailing!

On the publicity side, there’s too much information to include here, so refer back to a blog I wrote previously.  There’s even a template for you to use, all ready to go and there’s information on GhostRighters.com as well.  Publicity in the local paper doesn’t happen by accident and nobody can do it as good as you can yourself!  The key to great publicity is to simply become a machine, sending out releases on a regular basis to the local paper, Chamber of Commerce, even some of the local associations you might belong to.

Social Media:

From your website to your blog to utilizing Twitter as a marketing tool, you need to have a presence.  No, you need more than a presence, you need a solid non-stop plan with consistent participation.  There’s so much to talk about in just this one area, that all I can do here is refer you to some great blogs for more detail.  My good buddy Scott Bourne has been cutting edge on social media since the two words got put in front of us.  Take the time to read his blogs on Twitter and using social media effectively.

Promotions:

I touched on it briefly in the section on advertising, but in any business today you need that “hook”, something that gets your target audience excited and brings them through your door.  Think about your own buying trends as a consumer and it can be anything you’ve ever bought.  How many times have you bought something after being stimulated by a special limited time offer?

Your business is no different and getting started in a new community as a professional photographer demands the same excitement.   As a new photographer though, at least from my perspective, it’s easier.  A promotion can be as simple as a an open house, inviting the community in to see what you’re doing.   If you don’t have a studio or a formal storefront, a gallery opening might just do the trick and you can tie it in with a local venue.  Even a coffee shop like Starbucks needs their walls decorated and might just give you the venue to present some great images.

Then there are formal promotions around holidays, purchases offers and buy-one-get-one campaigns.  Joining forces with another company, for example, teaming up with a limo company at Homecoming for a portrait tied together with the limo company’s services.  The list goes on and on.  Check out this blog on ideas for the Spring.  It’s also not too late for a pet promotion similar to Vicki Taufer’s or the one Kay Eskridge did.

And speaking of Vicki Taufer, when she first started as a children’s photographer she went to the local children’s store and photographed the owner’s kids and all the clerk’s kids.  Imagine the power she had with her images all over the store.  A customer would be at the register checking out and notice the pictures the clerk had of her kids on display.  You couldn’t ask for a stronger word-of-mouth promotion!

The list of things you can do to get your business literally goes on and on, but remember…

“If you wait until all the lights are green before you leave home, you’ll never get started on your trip to the top!”Zig Ziglar