SIX GUARANTEED MARKETING IDEAS TO GET MORE LEADS

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1 SIX GUARANTEED MARKETING IDEAS TO GET MORE LEADS CREATIVE

2 CREATIVE 6 GUARANTEED MARKETING IDEAS TO GET MORE LEADS (hint: 5 of them are free) The goal of every marketing campaign is to make a connection that will eventually allow you to get into conversation with your potential client. Take a look at these 6 marketing ideas as a resource to maximize your campaign efforts In Person Campaign Phone Campaign Campaign Newsletter Drip Campaign Patronage Campaign Gatekeeper Campaign KEEP SCROLLING FOR MORE DETAILS ON EACH

3 In Person Campaign Unlike most other types of campaigns, an in person campaign is more responsive than active. It is less about pursuing a connection with someone, but instead about actively listening and getting curious in your interactions with other people. If you engage in a [ ] meaningful conversation and find it appropriate be prepared to pass along a business card or ask if you can call them later in the day. For example: You run into a friend the beginning of December who expresses feeling overwhelmed with all that the holidays involve, and she already feels behind on all she needs to do to prepare. Instead of just acknowledging her expression of feeling overwhelmed with Oh, I have a ton to do too!, you get curious and ask about some of the things on her to do list. Find out if holiday cards are on her list or gifts for grandparents. This is not only the obvious opportunity to offer a family session and offer a solution to take care of holiday cards and some gifts, but your friend feels heard and understood even on a small level. You have taken the time to dig deeper and actively listen. Every personal interaction you have has the potential for meaningful connection if you take the time to slow down and actively listen, get curious and then be intentional about asserting yourself and what you offer when appropriate.

4 Phone Campaign A phone campaign should begin with your warmest leads and then progress to those you have the least connection with (cold leads). Remember to answer the Why should they care? question before moving forward with your campaign. Other considerations specific to a phone campaign include: Make a list of your audience and their contact numbers so you can be more efficient with your calling. This is similar to prepping your images before you batch edit them. Write out a script or list of talking points. Have a version to use if your contact answers your call as well as a version if you get their voic . If they answer and seem busy, find out if you can call them back later that day. Consider who you are calling and what time of day they will best receive your call as well as whether you should call them at work or home. As you call each person make notes on when you called, if you left a message, their response, etc... so you can keep track of who you need to follow up with or try to reach later. Phone campaigns only work if you actually pick up the phone and dial! Go ahead and prep, but remember nothing has been accomplished until you actually make contact with your campaign.

5 Campaign An campaign can range from an to a handful of past clients touching base on a personal level ( Your anniversary is coming up and I would love to photograph some updated portraits of you guys ) to a mass sent out to your entire database about a promotion or event. Remember to answer the Why they should care? question before moving forward with your campaign. Other considerations specific to an campaign include: To be most efficient, make a list of your audience and their addresses. It bears repeating, when you are drafting the make sure you clearly convey why what you have to say should matter to them. In the overload of information people see everyday you want them to actually care about yours. If you are sending out a personal make sure to make mention of something specific to that person. Everyone likes to feel known instead of like they are just another person on your list. If you can t think of anything you may not have adequately addressed the why question above. Make sure your message includes a call to action. Namely, the next step you want them to take (call you, schedule a consult...). Create a reason for the recipient to feel compelled to respond immediately. Here is an example of a personalized campaign that is sure to get a response. [ ] Why they should care Hi Katie, I hope you and your family are doing well! We are coming up on a year since you guys have been to the studio for family portraits and I would love to get some updated photos of everyone. I m sure Conner has grown a ton since I saw you last! Sense of Urgency Personalized I have 2 session spots left this month and would love for you guys to get one of them. Give me a call or shoot me an if you want to move forward with putting something on the calendar. Call to Action

6 Newsletter Drip Campaign A Newsletter Drip Campaign is a series of messages that subscribers receive one at a time that you have written once and use over and over again with every new sign-up. You simply create a place on your website for people to give you their and they receive these drip, drip, drip newsletters one at a time. For more on drip campaigns check out AWeber.com. This is a basic form of what marketers call content marketing; for advanced techniques check out CopyBlogger.com and MarketingProfs.com. These campaigns can be used to both compel your audience to book a session with you immediately, as well as be a platform for building an audience that sees you as the expert in your field. Remember to answer the Why they should care? question before moving forward with your campaign. Other considerations specific to a Newsletter Drip Campaign include: In addition to using your database, create ways for others to opt-in. If you choose to use an company (like AWeber) they will have ways to integrate a sign-up field on your website. Create a template for the kind of content you want included in each installment of your drip campaign. Here are a few ideas: Client spotlight How-to/Tips Section (camera or shooting tips, ideas on what to wear to a session, how to organize their personal photos...) Highlight current promotions or what is happening at the studio Community Events that the studio has been a part of or even just fun events that your target client may enjoy knowing about. Ideas on how to use photographs in your home Showcase how your clients have used your imagery in their home Wedding planning tips for a bride Always consider what kind of information would be valuable to your target client. Better yet, ask some of your favorite clients what kind of information would interest them. Each drip campaign should be thought out and created in its entirety before you launch the first installment. Ultimately you want to create drip campaigns that answer Why they should care? from multiple angles. Consider some of the examples above. Can you see how each of these address a potential felt need on the part of your audience? A drip campaign earns permission to speak into someone s life.

7 PATRONAGE Campaign A patronage campaign is a campaign targeting past patrons. In many ways, it is the easiest of all the campaign options because everyone in your audience has already worked with your studio. Remember to answer the Why they should care question to gain clarity before moving forward with your campaign. Make a list of every client you have worked with in the last 2 years. Give each a rating of A, B or C. A being your favorite clients, B being clients that had a good experience, C being clients that don t fit within your ideal client profile. Contact everyone on your A list. Let them know they are on your list of top favorite clients you have worked with in the past couple of years. Since you loved working with them you would like to know if they have any friends that would appreciate what you offer and would they be willing to refer them to you. Offer $100 off your session fee for them and the referred client if they book a session with you. After you have reached out to your A list see what kind of response you receive over the next week. Reach out to B list if you still need to fill your calendar. Jane, I have really enjoyed working with you! If you have any friends as awesome as you that would value beautiful photography, I would be so appreciative if you sent them my way. The C list doesn t fit the demographic of your target client, so there is no need to reach out to them. Though we are getting a bit ahead of ourselves in the sales cycle, this is a form of cultivating past clients.

8 GATEKEEPER Campaign A gatekeeper campaign targets gatekeepers with leads you don t have direct access to currently. As you pursue relationships with gatekeepers (business owners, well networked friends, etc...) remember that it is just that-- a relationship. People like to work with people they like and trust. As with all marketing it is a numbers game and you have to get in front of as many people as you can. Because gatekeeper campaigns are hard to predict, you want to diversify and reach out to multiple gatekeepers and not depend on just one or two. Don t forget to answer the Why should they care? question to gain clarity before moving forward with your campaign. Other considerations specific to a gatekeeper campaign include: First, go back to your map and make a list of other businesses within your area that you may have interest in working with. Make a list of why you think a certain business or vendor would be a good fit to work with. Things to consider when choosing your gatekeeper: Do you share a target client? Are the people that value what they offer the same people that would value what you offer? Do they conduct their business in a way that makes you happy to be associated with them? Put yourself in their shoes: What will help them do their job better in relation to how you want to work with them? These relationships should be mutually beneficial. For example: Giving cards to a jeweler for complimentary engagement sessions may help him sell another engagement ring. Beautiful photos of a bride and groom looking happy and having a good time in a specific hotel may help a catering manager book another wedding. Maternity and newborn images hung in a OB-GYN s waiting room may make the frustration of a patient having to wait a little less frustrating. Find ways to partner with them through an event or offer involving both of your businesses and both of your client lists. For example: Offer a complimentary session to pet owners with their new pet to a boutique pet store or breeder. Set up a backdrop at a children s boutique when their fall clothing arrives and photograph children in their new back-to-school outfit and give a complimentary 5x7 that is from the boutique to their customer.