The fundamentals of marketing have always been about choice and rejection. When marketing your business, you want potential customers to choose your brand and reject others.
In years gone by, large organisations controlled all of these consumer decisions with big budget and broadcast media like TV and Radio. In todays world, social media creates more moments of interaction, more opportunities for engagement, and more ways for you to encourage potential customers to choose you.
As someone that runs a small business, you have a distinct advantage.
Startups or smaller businesses tend to have a “what-have-we-got-to-lose” type culture. You should be comfortable with adopting new technologies and remaining innovative. While you might think that larger organisations can outrun you in terms of finance and resources, start to think about how much nimbler and quicker you can be compared to the established organizations of the world.
Encouraging customers to choose you
Your marketing strategy should include multiple touch-points both online and offline. It’s not enough to take excellent images and win awards, you need to win the hearts and minds of customers and you can only do this by staying relevant.
The CONTENT you publish online across blogs, website and social media channels should obviously appeal to your customers. All of the content you publish should excite, entertain or give your customers information they value. This is the secret to building long-term brand awareness. Once customers start to engage with your content you’ve then got a captive audience. A captive audience is an audience you can convert into customers.
For me, the social media channel that remains the winner to promote your photography business is Facebook (Instagram is starting to compete on a more level playing field now too). While the functionality is constantly changing the ultimate selling point for me remains the same; this is where your customers are. Facebook has got the largest audience and the most detailed profiling opportunities for advertisers. You can use the platform to deliver content, attract the right profile of customers and ultimately turn them into customers that spend money with you; the holy grail for every business.
By Jenny Johnston
Social Media Lover.