WELCOME TO THE BLOG
This is a 3 part series and parts 2 and 3 will come out this Thursday and next Tuesday respectively! :)
Natural light, at just the right time of day or in the right circumstances can be a thing of beauty. Today, we want to talk about 3 key ways that we use natural light during sunset in order to get 3 completely different looks. Variety is important to you as an artist to keep your work fresh, and it gives your clients great choices which can help lead to more sales.
Set-Up #1 – Backlit Diffusion
The image above was shot at about 45 minutes prior to the sun-setting. When the sun is still a little high in the sky, we tend to use this method we will talk about today as our first option. There are the 3 key things we do in order to make the light soft and have the subtle “glow” to it that you see here. When you follow these steps, you will get really stunning lighting on your images that your clients will LOVE!
Do you ever take a photo of a large group of people that you love, only to get home, zoom in, and realize that it’s not in focus or discover that not every face is tack sharp? It’s the WORST FEELING!
We’re here to help with that! Here are eight quick tips to ensure your group photos will be sharp!
1. ONE SHOOTER, ONE ORGANIZER
We always divide and conquer family & group portraits to expedite the process. Amy stays near the group, reads off combinations, poses and positions each person, and looks for anything that’s out of order. This gives Jordan the chance to worry about one thing: getting the pictures in focus. Splitting up the roles has really helped us execute this well, because trying to do both is just too much for one person (in our opinion), and can lead to mistakes with the camera.
2. LINE UP THEIR FEET
Groups have a tendency to curl in on the ends to make a U-shape without even realizing it! We all do it — even photographers! — but it’s a problem when trying to get everyone in focus, because as the people on the ends curl up, they’re leaving the focal plane of the people in the middle. So, if you focus on the person in the middle, then the people on the outsides will be out of focus, and vice versa. Amy uses the direction, “Let’s line up your toes,” to help them get straightened out and back on the same plane.
3.TRY TO AVOID MULTIPLE ROWS WHEN POSSIBLE
If you’re able to get everyone lined up on the same focal plane, that’s best. If you have to do two lines, just make sure and remind the people in the back row to get uncomfortably close to the people in front of them. The farther apart the subjects are (from front to back), the more difficult it will be to get everyone in focus. The closer they are together, the easier.
4. FOCUS ON THE PEOPLE IN THE FRONT
If you have a two rows of people standing, make sure to focus on someone in the front and center. Aperture, like a lot of things in photography, works in a system of thirds. So, if your aperture is f/4, then within that focal plane, wherever you focus, 1/3 of that will go forward and 2/3 will go backward. In other words, when you focus on someone in the front, you just need them to be in focus, and nothing in front of them, but you do need the people behind them to be in focus, so you’ll have a better chance of doing that if you give them the extra 2/3 of that aperture’s focal depth.
5. PICK THE RIGHT APERTURE
If we’re shooting a bride and groom and their parents or a small grouping of bridesmaids or groomsmen (of about 4 people), and they’re all on the same focal plane, we’ll shoot it at f/2.8 to get them all in focus and have nice bokeh in the background. If we’re shooting a full bridal party (of about 10-18 people), and they’re all on the same focal plane, then we’ll bump our aperture up a full stop to f/4.0 (if that makes you uncomfortable, you can always go to f/5.6, but we like f/4.0). We’ll do the same if there’s a second row added in on a small grouping, as long as everyone is very close together, like we explained earlier. If there’s a third row, we’ll go to at least f/5.6 and maybe even f/8.0, but we rarely encounter that because most of our clients usually just want immediate family in the photos: parents, siblings, and grandparents. As a rule of thumb, though, we tend to hang out at f/4.0 for most of family portrait time and keep the groupings smaller, because even though we give up some of the bokeh in the background compared to f/2.8, we’ll trade that for guaranteed in-focus family shots any day of the week. Your client won’t notice the difference between f/2.8 and f/4.0, but they will notice if they’re blurry!
A lens’s sharpest aperture isn’t actually its highest number (like f/22). For most lenses, it’s around f/8 – f/11, so if you’re really worried about getting everyone in a layered group shot sharp and in focus, something in that range will definitely do the trick!
6. KEEP YOUR SHUTTER SPEED FAST
Your shutter should always be double your focal length — at least. We shoot a lot of our family portraits with a Canon 70-200 2.8 at 200mm because it allows us to compress the subjects (which makes everyone look SO good!) and pull in a small piece of the background and get clean, non-distracting shots, so that means we keep our shutter at around 400 just to be safe. Can that lens handle a slower shutter? Yes, probably. We shoot it lower than that all the time, but not during group formals. It’s just not worth it. If you’re not getting enough light, bump up your ISO one stop to keep your shutter fast. You’ll never notice the grain, and neither will anyone else.
7. WATCH OUT FOR LENS FLARE
If sunlight is hitting your lens directly and you see lens flare, make an adjustment before you start family portraits. Sun flare can cause the camera to have trouble focusing 100%. You might not even notice sun flare right away, but even if it’s subtle, it can still create a tack-sharp focusing issue. We recommend lens hoods in situations like that. Sometimes we’re limited to where we can shoot family portraits, so if the only spot available is somewhere that has sunlight hitting the lens directly, a good lens hood will minimize or eliminate that. If you can’t get rid of all of it, you can always have a second shooter or assistant hold a diffuser over the camera, like a a reflector or umbrella, to shade the lens.
8. CHECK YOUR LCD SCREEN
Every time we take a set of group formals, we quickly zoom in and check the LCD before we move on to the next combination. It takes a few seconds to make sure everyone’s eyes are open and in focus, and it’s so worth it. We’re committed to getting everything right in-camera so that we don’t have to pay someone to Photoshop eyes onto a subject whose are closed, so, instead, we double-check on-site and do the shot one more time if we need to. It’s worth it to get it right while we’re there!
Friend, we hope that these tips help you get your family portraits in focus every time! If you try these tips and you’re still having trouble, it might be time to send your lens or camera in for an inspection. We’ve had to replace our shutter after too much wear. But most of the time, these tricks will do the trick! We’ll be anxious to hear how things turn out!
This week we are featuring a guest post from Lightroom Master, Jared Platt. Jared is a photographer and educator based out of Arizona. We hope you enjoy!
Contrast & Curves
It’s time to get your contrast under control with tone curves.
A large part of photography is judging the various tones that make up an image and deciding where they should be placed in the final presentation of the print. Both in the image display of our cameras and in Adobe Lightroom, we see this tonal distribution visually represented in the histogram. The simple name for this tonal distribution is “contrast” and as photographers, we are constantly trying to control it. Reading the histogram and controlling the placement of tones within the image is one of the most important skills a photographer can master.
We actively adjust image contrast both when we shoot and in post processing. When we shoot, we do this by judging and manipulating the quantity, quality and direction of light. A softer, more diffuse, less directional light creates less contrast. Conversely, harder, more directional light creates brighter highlights and leaves darker shadows which equals more contrast. This is then shown to use on the camera and in Lightroom by way of the histogram. I constantly hear people say that a good exposure is described on the histogram when there is an even distribution of tones all the way across the graph (like in the image below), and while this statement is true for the image above and the histogram below, the advice is actually very poor advice. In reality, a good exposure on the histogram looks like the image it is describing.
On a grand scale, fog is the prefect light modifier for reducing contrast. If only we could command the elements and bring it in whenever we needed it. Fog has the effect of bouncing light everywhere and filling in all the shadows, thus everything becomes almost equal in value. No real shadows and no real highlights. We very rarely need this intense effect, but we do use soft boxes and fill reflectors all the time to help fill in the shadows and even out the difference between the shadows and the highlights. Pay attention to the histogram describing this image. When your photograph has no shadows, the histogram should display nothing on the left side of the graph. A proper exposure will avoid allowing the data to clip on the left (shadows) or the right (highlights) of the histogram, but the graph in between the either edge should be an accurate description of the tones you are seeing in the scene.
In photography, the further apart the shadows and the highlights are on the histogram, the higher the contrast will be in the image. In life, we create contrast by making friends with strange people, or having peculiar pets. The more peculiar and different the greater the contrast. I had two dogs growing up, one was a tiny little Cockapoo, the other was a big Golden Lab, who was also the fattest dog in Norther Arizona (he has an award to prove it)! Just watching them run down the road together was entertaining. As with Shroder and Uggums (my dogs), the further apart we are in looks or temperament from our companions, the more drastic the contrast will be in our lives, which results in more drama. This is not to say contrast and drama make the best images. Low contrast images, like the image above, create a sense of quiet which has equal value.
In the end, our choices in image contrast change the feeling our images produce. Because of this, post-production really matters and contrast is a critical portion of that. We use the contrast slider and the tone curve to make these final contrast adjustments. The contrast slider is the simple way to change the contrast in an image, but it is also the least subtle. It is like using an axe to cut your sandwich. You will definitely cut the sandwich in two, but you will also cut the plate and most likely the table as well. If you want to maximize your control over the contrast in your image you need to master the use of the Tone Curve panel. Take a look at the image below and notice that the contrast slider is left at zero. The major contrast work is achieved in the tone curves area of Lightroom, both in the Parametric and the Point Curve areas of the Tone Curves Panel. You can see that there are five different curves at work in this one image. The lower contrast in the image helps to soften the model’s already soft look. When you are creating a tone curve for the first time, keep in mind that you should only really need to do this once. If you like the effect you have created, make a preset for that tone curve to make it simple and efficient to apply your complicated curve in the future.
I have created a short video on Using the Tone Curve Panel in Lightroom to get you started into exploring this powerful tool in Lightroom. After watching the video, I encourage you to spend some time playing with your images in Lightroom using the Tone Curve pane in the Develop Module, and to get you started, make sure you download the free Tone Curve based presets I have created for you.
Using Tone Curves in Adobe Lightroom
Which tones you emphasize or de-emphasize can vary widely depending on the mood you want to create and where we want the viewer to focus. I may use dramatic lighting or soft lighting depending on the story I am telling — bright and happy, or dark and moody. However I light my subject, or set my exposure at the camera, I have only told half the story. The other half of the story is told when I open the image in Adobe Lightroom and make adjustments to the image. That is, as Ansel Adams said, the performance of the score (the capture being the musical score). We captured the sequence of the notes in our camera, but the way we play them out in post-processing provides infinite possibilities for performance. Mastering all of your tools (or instruments) is the first step to gaining complete control over your photographic voice.
Post Script: The contrast control in the tone curves panel is not only the superior place to tweak your contrast, but it is also a better place to create split tones and even cross processing effects. The power in the tone curve is quite intense. For this reason I use the tone curve in a lot of my Lightroom Presets. Let me get you started by giving you a small set of three great Classic Black and White Lightroom Presets that use the tone curve as the basis for their effect.
If you’ve EVER shot an outdoor wedding ceremony before, you know that sometimes the light isn’t ideal! In fact, a lot of times, it can be REALLY harsh! Especially when the bride is first coming down the aisle!
We have three quick tips for shooting outdoor ceremonies in harsh light that should hopefully make things a little easier for you!
1. Have Dad Walk the Bride Down the Aisle on the Side that Blocks the Sun
Now in an ideal world, we’d have soft, even light from head to toe during every outdoor ceremony, but that’s just rarely the case! And the sun is always the harshest at the beginning of the ceremony, when the sun is still higher in the sky. Even though there is typically a “side” protocol for the bride and the groom during the ceremony, in all our wedding experience, we’ve seen Dad walk on either side of the bride as he escorts her down the aisle. We’ve found that when we put Dad on the same side as the sun, since he’s usually taller, he blocks the light that would be hitting his daughter, putting her in perfect, even, shaded light — which we love! As you can see in the picture below. Now, again, in our perfect world, Dad isn’t getting hit by the sun either, but if we had to choose, we’re always Team Bride first! You’ll also want to note the angle (which we’ll get to in point two!).
2. Be Strategic About Side Angles
Even when the ceremony is earlier in the day, there’s typically one side that is softer than the other. It will always be the side that’s opposite where the sun is directly hitting.The shadow side. In this example below, you can see how powerful the sun is based on the way everyone’s hair is lit up. As you can imagine, if we had shot the ring bearer on the other side of his face, the whole thing would have looked harsh and un-ideal! And if we had shot him from the front, his face would’ve been spilt-lit (half over-exposed and the other half under-exposed) But shooting him from this one angle makes the light appear almost angelic! That’s why we find the best angle for the processional and stay there!
The same goes for the image above! Imagine if we had shot Kathleen and her dad coming down the aisle by standing on the side closer to the dad! Dad’s face would’ve been completely gone or Kathleen’s would’ve been way too dark! Shooting from Kathleen’s side was imperative to the shot. During portrait time, we always have full control of where everyone stands, but during ceremonies, we have little to no say at all, so angles are everything when it comes to ceremonies! Choose strategically!
3. Try Shooting From Behind the Altar
During church weddings, we’re typically restricted by the church’s rules on where we can stand, but during outdoor ceremonies, we have a lot more latitude. We always make sure that we’re respectful and discreet, but we also do everything we can to get the best images for our couples. If part or all of the front of the bride’s or groom’s face is in full blazing sun, it’s likely that from somewhere it’s not! We STRIVE for consistency in our images as much as possible even when we have no control over the location, meaning if we’re shooting the bride in shadows, we want to shoot the groom in shadows, too. It makes the images look SO much better for their blog and their album. So, a lot of times at ceremonies, we’ll walk around until we find the shadow side of both of their faces, and shoot those instead of the highlights side. We’ve found that a lot of times, back behind the altar gives us the most even light when the front angle just isn’t cutting it. Just look the difference! The first photo is what you’re used to seeing from us.
On the left, you’ll see NOT our favorite angle (this was what it looked like from the front!). Notice the harsher, more direct light on her right shoulder and Nick’s left cheek. On the right, you’ll see our favorite angle, taken just seconds later, but from the back of the altar. This is an angle we’d shoot all day long because her face is in the shadows. What a difference, eh?
In our dream world, we’d get even light from head to toe from beginning to end, but that’s just rarely the case! As the ceremony moves along, the light typically gets softer, which is why we LOVE recessionals! But when you’re in a pickle, pick your angles strategically and remember that ultimately your number one job is to capture precious memories for your couple, regardless of the light!
Okay, friends! We hope this post helps you at your next wedding ceremony! Go get ’em! In the meantime, we have another awesome resource for you! Click here to watch our 5 Secret Photography Life Hacks to learn five quick practical and applicable takeaways to bring your photography game to the next level in less than ten minutes! The best part? It’s totally free!
We’re cheering for you!
“Soft light is a thing of beauty in photography – finding it is the real trick.”
There is some information in the photography world that says diffusion can make your flash images look better by “softening” the light. Today we are going to explore this and see if it is true or false.
When we first started shooting, the first thing we bought was a Canon 580ex speedlight so we could light our subjects at dark receptions. The issue with that light was if we pointed it directly at our subject, or even moved it off-camera and pointed it at our subject, we would get lots of contrast and “hard” lighting on our subjects. Hard lighting is caused by having a small light source and the result is having “specular highlights” or bright spots right next to dark spots that create lots of contrast.
You can see when you use a small light source like the one used above, that you get a very defined line from highlight to shadow, and the skin can look worse than it really is. There are some hot spots on the right side of the frame and you can see that “specularity” we mention earlier. This lighting is not right or wrong, but it definitely is not forgiving when not used just right.
Does Diffusion Really Solve this Problem and make light softer?
Early on, we got sold on this idea that if you added “diffusion” (or something that evened out the light coming from our flash), we could then get soft light. The myth here is that there is only a partial truth in that. The diffusion itself does not actually create soft light. Diffusion only evens out the light. It’s the size of the light-source (it getting bigger and bigger) that actually does the softening.
Some diffusers do make your light slightly bigger (takes the light source from 1.5″x3″ and making it 4″ inches in diameter, for example), however, this will not make much difference at all in the softness of light.
Defining Soft Light:
(Light from flash image above was softened with a 24×32 soft box at 3 feet away)
Soft light (light that appears to “wrap” around your subject) has a painted-on effect and diffused shadows. Soft light is created when you have a large light source in comparison to your subject. Light is NOT softened when you shoot a small light through diffusion, but rather when the you use a large even light source. Soft light looks great on anyone and we love shooting our clients in this type of light (whether it’s created by a strobe or natural light outside).
The problem with the way lighting modifiers like the Speedlight ones above are sold, is that they tell you that they “diffuse” light, and because you added this diffusion, the light is now “soft.” But the truth is, they only even out the TINY light source you are using, and while that does make the light softer by making it slightly larger (and more even), it does not make the light soft enough for a light-wrapping portrait (or much else). If you shoot mouse photography, then that might be a great way to get soft light on your subject, but for people, you need a light source with a little more size to get truly soft light.
If you want light that wraps around your subject, then you need a light the same size as whatever you are shooting. Once you have that larger light source, if you move that light back from your subject a few feet, the light gets harsher (because it gets smaller in comparison to your subject), and then needs to get even larger!
The Real Solution for Creating Soft Light Portraits:
The real way to solve the problem of using difficult to work with harsh light that comes out of a bare-bulb speedlight or strobe, is to simply increase the size of that light as much as we practically can. If you take a speedlight (that is about 2×3 inches in terms of the size of the light), and make it 2.5 x 3.5 inches by adding a “diffuser” like the ones shown above, then you will barely even notice the difference in the quality of light coming out. But if you can increase the size (and evenness) of that light by 10, 15 or 20 times, then you can start taking ultra-soft lit portraits that require less guess-work and look stunningly beautiful!
For a real world example, watch the video below from our IN-CAMERA: Natural Light Photography System video workshop to see exactly what we mean.
2 great light modifiers that change harsh light into soft light that we recommend are:
For Strobes – Westcott 24×32 Soft Box (this is one we have used for years and is the one used in the video above, and in MOST of our flash images you have seen over the years. As mentioned, the rule of thumb when lighting a subject with soft light is the light source should technically be the size of the subject being lit. However, as a portrait or even wedding photographer, it can be difficult and very cumbersome to lug around a huge softbox. This softbox here gives us a great balance between beautiful, soft light and ease of use).
Hope that helps! Now go off and take some beautiful soft lit shots of your clients!
Something More than Great Imagery…
Could it be that we have spent all this time honing our craft to become better and better photographers, and the harsh reality is that having great photos alone isn’t enough?
The Truth About Quality Photographs
The truth is clients just expect their photos to be good. No one goes around saying “I take OK photos, want to hire me?” So why in the WORLD would we try and base the price of our images off of the quality of our images?
The answer is because we are artists and this is our art. We want people to value it, but the hard truth is that once photography became widely available and much easier to do, the overall quality of images went up and clients started to simply expect them all to be good.
What Else You Got?
Subconsciously, this is the question on all of our clients minds. If they are asked to pay anything over average for our products and services, then they expect something more.
So what MORE do you have to offer?
That is simple. We have to offer emotional connections to the products and services we offer.
This is done by first, telling gripping stories when we are initially meeting with clients and then second, following up with a great experience throughout the whole process from booking through the wedding day and beyond. If we can do that effectively, then clients will pay a premium for us. We saw this time and again in our wedding business where clients were willing to pay average prices up front, but once we created an emotional connection and a great experience, they paid 2x, 3x and even 4x what they initially thought they would spend!
For us that meant a $3,000 bride up front would turn into a $12,000 bride by the time we were done. And this wasn’t just some fluke with our brand. Luke and Cat saw this to the tune of over $400,000 in sales last year using this same idea, and we could go on and on of countless photographers we have personally coached that have had amazing results.
“People make purchasing decisions based on their emotional connection to a product or service.”
-Jack Trout, The 22 Immutable Laws of Marketing
How do I do that?
First, begin to connect to your clients emotionally and start by telling your best stories. What you need more than anything is to learn how to tell your own photographic stories in a highly engaging way. Once you learn how to craft the message of a powerful story (one you photographed), then you are at the beginning of the journey with your clients to give them much more than they thought they would get.
Value is creating through connection (Tweet this out!) and once your client connects emotionally to what you do, it’s the beginning of a great experience where trust is built which leads them to becoming willing to gladly invest back in to your business by paying you more.
One of the most common questions we get asked from photographers is, “When is it a smart decision to quit my day job?” If you’re in that position, we want to help guide you through that tough decision to make!
It was 8 years ago that we decided to pursue photography as a career. At that point in our lives, Zach worked for a company that photographed and produced images for grade-school yearbooks, and Jody worked in international sales and marketing for a record label. We learned a lot over the years about how to keep our business functioning day in and day out and one of the hardest decisions we had to make early on in our business was quitting our day jobs.
The struggle came when we were gaining huge momentum and found ourselves in the middle of shooting 30+ weddings our 2nd year into business and we both were working crazy hard. Zach had quit his job 10 months prior but Jody was working 80-90 hour weeks between her day job and photography. We had a come-to-Jesus-meeting about how much time we were spending business building vs. marriage building (business building was WAY significantly more) and sat down and decided that WE were going to take control of our future.
We sought the advice of a few different counselors including the brilliant financial mind of Dave Ramsey. We wrote out our plan, did what was right based on our marriage relationship, and what we needed instead of what we feared (losing our “security” of the day jobs) and moved forward. We ended the year with a bang and our business continued to thrive and grow each year after.
So how did we practically make the leap? What were the steps we took?
We have a treat for you guys today!
The brilliant and talented Katelyn James is sharing how you can charge more than what you’re images are worth. Intrigued?
Before we hand it over to Katelyn, for those of you who may not be familiar with her, let us brag on her for a second! We could tell you how she brilliantly started her business out of her dorm room and is now charging a premium for her services, or we could share all the publications she’s been published in or how she’s the leader in building community with her brides, or we could share about her crazy talent for brand and design (don’t even get us started on her interior design!), but we won’t :)
Instead, let us brag on how she is truly such a genuine, caring person, with such a sweet spirit with a heart of gold :) We hope you get the chance to meet her and her husband Michael one day and you’ll see that we’re exactly right.
In the meantime, enjoy her post on how to charge more!
I’m Katelyn and it’s an honor to connect with all of you! I’m excited to share some of the foundational steps that we have taken to catapult our wedding photography business!! We have brought in a 6 figure income for the past 4 years and that’s not easy to do when you’re in a heavily saturated and ever-growing industry!!
I’ve said it before and I stand by this bold statement… I honestly think that my work is worth about $3200. Based on my image quality and my experience, I think $3200 would be a fair price. I’ve been in business going on eight years now and I’m amazed at the fact that almost all of the young, female photographers shoot with the exact same equipment! This means that our work looks very similar! So how in the world am I charging well over $7000 for my wedding photography services when my images quality is worth around $3200 and the industry is over saturated? Community & Value. That’s the answer!
For years we have been studying our own business and what we have found that WORKS is a very simple concept. Serve people, build community, and VALUE will follow. I have created a marketing strategy around the fact that brides long to have community and they desire an EXPERIENCE… not just pretty wedding pictures. I have adopted Seth Godin’s “Tribes” approach to my business and I have united my “KJ Brides” to form a community that allows our value to sky rocket!! The more that our community grows and strengthens, the more we are in demand. The more we are in demand, the more we raise our prices!
So how do you increase the value of your services? Think about it, if you only market with your images, you only have one area of your business that is defining your value. One dimensional value isn’t reliable or scalable. If you begin leading and growing a community around your brand, you instantly have value in who you are personally and what your client’s experience offers to your community. Instead of just basing our value on our image quality, we have created value through our reputation, our personalities, our KJ community, and the scarcity of our services. If you want to be a KJ Bride, there are only 30 spots a year! We’ve realized that our value isn’t upheld simply by how beautiful our work is, it’s determined by the way we serve our couples.
Ultimately, the mission of our business is to serve couples and enhance their marriages by being an example. Sure, we want to make a great profit, but we want our business to be “life-changing” and not just “money making” at the end of the day. The crazy thing is, the more we focus on service, the more valuable we become. It’s a wonderful cycle!
So what are some practical ways to start building your community and increasing your value? Here are five steps that you can begin implementing today!
1. Decide to prioritize forming community over just finding customers
It’s a mindset change. We’re not about the transaction, we’re about the relationship!
2. Accept your leadership position in the community that you’re starting to form and SHOW UP!
Be consistent in how you connect to your community whether that’s through Instagram, Facebook, your blog, etc.
3. Analyze your online and social media presence
Are you just pushing your images out to potential clients or are you showing who you are and why your community loves and supports you and your business?
4. Exceed EVERY expectation
When you combine your relationship with your client with the power of exceeding expectations, that’s a recipe for the best reputation in town!
5. Educate your current and future community
Consistently show how you love and serve your clients so that future clients desire that before they even book with you.
Here’s to growing communities, building value and making a difference with our businesses!!!
We hope you enjoyed this as much as we did! No go ahead and start implementing the items Katelyn shared!
PS. If you enjoyed this and you’d like to receive more educational resources, you can download Katelyn’s latest E-book (“Our Top 5 Most Profitable Business Decisions” for FREE by clicking HERE!
Social Media is not what we think it is
It is easy to think that having 35,000 Facebook fans, thousands of Twitter followers and loads of Instagram likes means that we will have a thriving business, but that could not be further from the truth.
Unfortunately, many of us put a high value on Social Media power and give it too much of our attention and time.
Don’t build on THEIR platform
The easiest way to focus on social marketing is to build great relationships with your base clients (past brides, photographers and vendors), and then give them a reason to talk about you and a tool to make talking easy.
FB, Twitter and Instagram are all secondary tools to supplement your marketing, and should never be the main focus of how you connect.
Because Facebook controls Facebook (you don’t) and if all your eggs are in their proverbial marketing basket and they change their system (which they do all the time) then you are in big trouble.
Focus on people, not the numbers
You need to focus your marketing first on your personal network (clients looking at your blog, those on your email list, and people who you actually spend time with) because YOU control that outlet and not someone else. Then use FB and the like to supplement that.
When you do use Social Media to get your message out and connect, here are 3 key strategic tips to do that effectively:
1. Keep it interesting
People engage when content is interesting. Think before you post, and post things that OTHER people will find interesting, and specifically, your target audience will think is interesting.
2. Be helpful
If you help people, they will feel reciprocity and want to help YOU in return. If someone needs something, send them a link. If someone needs a resource, be that resource or find it for them.
3. Be funny
People LOVE to laugh and engage big time when things are funny. Be creative with your funny posts and make sure that your humor lines up with your audience. (Just because you think a car crash is funny, doesn’t mean someone else does :)
If it isn’t interesting, helpful or funny, chances are you should’t post it (unless your goal is to alienate large amounts of people).
Focus on them and not you.
When posting messages, you should also NOT try and have the entire focus be on marketing your brand and talking about YOU and all the cool things YOU do. No one cares about you (sorry but that is the truth people!), but rather they care about themselves. So, if you are creating something for social media and want it to reach people, it needs to be things that THEY care about and that help THEM.
If you are the person that creates helpful content that enhances their lives, they feel reciprocity and will want to give back to you when you (on rare occasion), talk about yourself.
If you shoot maternity photos, then your social media “marketing” could be on “the top 10 Lifesavers for new Moms” or the “Best Baby Books for raising a Smart Kid” type of stuff. Then insert Funny and Interesting side anecdotes.
Become a resource that enhances your clients lives, and they will be your clients for life. (Click HERE to Tweet that quote out!)
Resources for further study
Read a few blog posts on your own about “Clever ways to use More Visual on Social Media“