Webinar Video Script

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Hello! Thank you for joining us today. There’s been a lot of interest in this workshop, so I’m going to try to not disappoint all of you! Seriously though, thank you for attending – we’re very quickly growing an awesome community of photographers here, and it really is an honor to work with everyone. I think a great artist deserves to be seen, and it’s so much fun watching you guys put this advice into action and seeing it pay off for you.

Just a little bit of background before we start, my name is David Gotter. I’m a digital marketing consultant & educator, and I’ve worked with large corporations and universities to build out their marketing campaigns. I owned an agency a few years back, and by pure chance I ended up with a couple photographers as clients. I discovered what a unique industry you guys are in, and had to come up with some custom strategies that actually help photographers bring in more clients. As I got deeper into it and saw better and better results, I decided to focus entirely on helping photographers, largely through education. It’s so exciting to see you guys grow and see your dreams come to life, and I run a full classroom-style course to help make that happen.

So it’s really exciting to have everyone here, and just to quickly recap, today’s workshop is going to be focused entirely on the business side of photography. And we’re going to talk about things that apply to you no matter if you’re brand new, or you’ve been around for years and have done hundreds of shoots and are really established. So we’re going to focus, a lot of it is on marketing, there are two big strategies I want to cover, one based on SEO and the other on social media, but if we still have time I also want to dig into the topic of reviews and how to better manage your reviews.

Obviously if you’re just starting out, these are really important to talk about, but even if you’re established and booked solid, these things are extremely important. Better marketing allows you to work more with the type of clients you prefer, so that might be you getting to do some different types of shoots so you can round out your portfolio, or it might be working with clients in a different budget range so you can charge more and face less resistance when closing those contracts.

Having a great foundation can be the difference between booking some clients here and there, having to take on whatever type of clients you can find, and making a few thousand a month vs. booking 15, 20, or 30 thousand dollars of shoots in a month while getting to pick and choose your favorite clients to work with. So building a solid six-figure income is half of the goal, and the other half is tailoring your focus so that you’re totally happy with the clients you’re bringing in.

So, all of that kind of leads into the first topic I wanted to discuss, which is:

Why you’re better off doing your own marketing (instead of hiring someone).

This is something I really stand by. It’s really hard to find a marketing person or agency that understands what works for photographers. █ You’re selling based on your photos and who you are as a person, and █ you serve a really specific audience, and it takes a special approach to actually grow. The other thing is that █ hiring someone can cost hundreds or thousands of dollars a month, and not a ton of photographers have that budget, especially if you don’t know whether it’ll pay for itself or not.

I also find that photographers pick up on things pretty quickly. You don’t have to be tech savvy at all, █ but you learned your way around a digital camera and all of the related equipment, █ and probably some editing software █ and other things, and trust me, all of that is way more technically complicated than any of this is. This is more about strategy, not sitting there writing code or anything.

The problem is, as you might have discovered if you’ve ever decided to do this on your own, █ it’s basically impossible to find good step-by-step guides for photographers. Everything I’ve seen out there is just not focused on strategies that work for you guys, and it’s all kind of vague advice that’s hard to follow, when █ what you really need is an action plan – someone to say here, █ just do this, click on this, install this, and boom, you’re done for the day.

So that lead me to building out….

An Educational Approach to Photography Marketing, which is what we’ll be diving into today.

This works really well because you photographers always amaze me, even if you don’t think of yourself as smart, █ you always are, and pick up everything so fast. And it makes a lot of sense, because you’re probably, say, writing your own blog posts or social media posts anyway, or updating your website or whatever else, so why not learn how to grow with those things as you go? It makes way more sense than paying someone else to come back through and redo everything to optimize it later.

So █ let’s take a look at some strategies you can start using right now to reach more people, build your brand, and get more leads from clients. And there are a lot of things you can do, but let’s just focus on some major ones right now.

I’m going to start with some methods based around █ Search Engine Optimization, or SEO. There are a bunch of other methods photographers can use, social media, paid ads, email marketing – all of that can be fantastic and are worth exploring, but SEO is free, and even though it can be confusing when you don’t know what to do next, it can bring you tons of leads if you set it up the right way.

I want to share one of my all-time favorite methods, and this is something I think every photographer should be doing. I’m not exaggerating when I say that, if you take this approach seriously, █ it can get 10 times more leads than photographers who aren’t using it.

Just to quickly make sure everyone is up to speed on what SEO is, when you Google something, like “photographer in phoenix, arizona”, a bunch of results come back. SEO is just about optimizing your site so you can appear high up on the list and actually get visitors, some of which will turn into leads for you. It’s basically a bunch of free advertising when you get it right. █ And if you’re not optimized well, you’re probably buried way down several pages deep where nobody will ever find you.

So, this method is built around keywords – the phrases that people search for. What I just typed in the search box, “photographer in phoenix, arizona”, that’s a keyword. Let me pull up a tool just to help demonstrate what we’re talking about. And to keep this webinar from being way too long, I’m just going to use wedding photographers as an example for now, but whatever type of photography you do, there’s a variation of this same approach for your industry.

This data from Google Trends gives us an idea of how often people search for things related to different topics so we can compare them to each other. And I’m just looking at a couple of examples, but you can see, here in blue, this shows how often people search for wedding venues. And we can compare that to wedding photographers all the way down here at the bottom in yellow and see that people just don’t really seek out photographers on their own the way they do things like venues. Even wedding cakes in red gets searched for a lot more often than photographers.

This is all really interesting, because how many people book a wedding venue and don’t end up hiring a photographer? Pretty much no one. But the excitement for someone who just got engaged is usually focused on the venue and the dress and things like that, so that’s where they spend their time. So this situation here, this isn’t a bad thing for wedding photographers – and, again, if you’re not a wedding photographer, this can be tweaked to work for you. But this isn’t bad at all – it’s a really big opportunity to piggy-back off of this interest to build your brand.

Even if a photographer is ranking in the number one spot for searches in their area, if they’re just targeting photography-related searches, that’s still only the tip of the ice burg.

 

Alright, so what do you do with this information? The easiest way to get started █ is to start optimizing your blog posts around venue names. So as an example, this photographer shot a wedding at a venue called Tides Estate, so by optimizing the blog post that shares those photos, then you can position yourself so that when someone searches for weddings at that venue, then you can see your post pop up right in the results for everyone to see. This is exposure that wouldn’t be possible without taking this approach, you can tell right here that this is a blog post that’s ranking, and it has a great title that is focused on the venue and also puts the photographer’s brand right there for everyone to see.

And that’s one of many ways this is valuable – when someone is early in the process and hasn’t reached the point of specifically looking for a photographer, you’re building brand recognition, possibly from day one – a lot of brides, as soon as they get engaged, go straight to looking at venue ideas, and when they keep seeing your name, and reading your posts, and looking at your photos and recognizing your logo, that makes you a really strong candidate for when it is time to book a photographer.

Then, on your blog pages, you can have all sorts of things to capture those people into your sales funnel. █ Just seeing your name and logo builds brand recognition immediately. █ You can encourage them to follow you on social media where you can keep marketing to them, █ you can offer a free resource, like a digital guide covering local vendors, in exchange for them joining your email list to stay in touch – there are a million things we can cover to really make the most of this. Most importantly, █ you can use direct calls to action, like a contact form or quote request link to generate new leads from these visits.

Most of the photographers I’ve worked with end up getting 70 to 80 percent of their traffic from their blog after a while. And if you’re a commercial photographer, or you do headshots or newborn photos, then you can set this up to expand your reach in a very similar way and build your brand recognition early in the process among your clients as well.

I really can’t stress enough how powerful this is when built out. Just to use an example from an area in the Midwest, █ here are average searches on Google each month for the biggest photography related terms. So, even if you absolutely kill it and you’re in the top position for all of these, the best case scenario is maybe getting your brand in front of less than 500 people per month. And keep in mind, these are just people seeing your brand listed among a bunch of results – most people won’t actually click, and most of those aren’t going to submit a contact form to become leads. So you need a lot of visibility to really play the numbers game and get results.

But on the other hand, for the same area, this is how many searches that just the top 20 venue-related terms in that same area get every month. And this is just the top 20 out of hundreds of these you could go after, but these ones add up to almost 14,000 searches every month. That’s a ton of exposure, a way to really build your brand and grow fast. And you’re not backing yourself into a corner, because if you just go after photo terms, then even if you do really well, then you’re limiting your growth. You can get a few leads here and there, but then you’re really tapped out with no place to go.

So, to really make the most of this strategy, █ you’ve got to very carefully optimize your posts to target these searches and rank well for them. Google shows 10 search results on each page, so if you’re on page 3, then nobody is really going to see your content. So getting up to the top few search results is where you’re going to shine and start getting more and more leads from new clients █ – thankfully, these terms aren’t usually nearly as competitive as photography-related searches, so it’s easier to rank for them, and once you’re there, you tend to stay there, so the value of that is like spending tons of money on ads every month except it doesn’t cost you anything.

There’s a lot to consider, but to start with, you need: █ a catchy, optimized post title that includes the name of the venue, █ good meta descriptions that describe what the post is about, █ optimized photos that load fast and still show your work in high quality, █ good link structure – so you make sure that other posts that are related link to this one, █ and content – the actual text in your post – that talks about the venue and provides information on it. There are a bunch of things like that, which can be kind of overwhelming. But these searches aren’t extremely competitive, and getting to those prime spots isn’t rocket science.

Just to keep all of this from being confusing or overwhelming for the photographers I work with, what I do is █ provide a lot of checklists, █ workbooks, reference guides, █ and cheat sheets that you can use to optimize these posts, laying everything out in a step-by-step process, where you know to just do this, click on this thing, change this setting, and you can just fly through the checklist and push out a super optimized post that is way ahead of what your competitors are publishing. It’s kind of like following a recipe in that sense – you don’t have to understand baking chemistry when someone writes down exactly what to do.

So, I don’t want to get too caught up on one strategy. What other ways are really good to grow your business? Social media is awesome, as you probably already know, but not a lot of photographers are making really good use of it even if they have accounts and post often.


Any social media platform is great, but the two platforms that usually work best for photographers are Instagram and Facebook. LinkedIn and Twitter don’t usually offer much for photographers, since they are more focused on business-to-business transactions. Tik Tok is somewhat in between – if you vibe well with the Tik Tok community, you enjoy using the platform and producing content for it, then there’s probably a decent size community on Tik Tok in your local area, so by all means you should pursue it. If you’re not really into Tik Tok, then no worries. Focus your energy on Instagram and Facebook and you’ll do fine.

There are a bunch of different things I encourage photographers to focus on. Hashtag use is a big one, as you probably already know, and there are some hacks about which ones to use, how many, and when to post them that make a big difference. Content type is also really important, I see a lot of photographers only really posting 1 or 2 types of content, and there are really 6 categories of content that you need to be posting with the right balance, and that’s when you really engage followers and start getting leads from your profiles.

But for the sake of time, let’s just pick one method and drill down on it so you can walk away from this having learned something you can use.

One of my favorite strategies is the Shout-for-Shout, often abbreviated S4S. You might have done this arrangement with other vendors in the past, but when you get really tactical and consistent with it, that’s when you can start seeing great results.

Basically, you want to look at who in your area has a following that would be interested in your services, █ and you also want to look at how many followers they have. So let’s say you have 600 followers on Instagram. If you reach out to someone with 8,000 followers, that’s kind of not fair, right? You’re asking them to put you in front of 8,000 people and can only offer 600 in return, so it’s not balanced. At the same time, if they only have 50 followers, then you’re not going to be getting much out of it. It doesn’t have to be exactly the same number or anything, but you’ll have better results if you try to keep it limited to accounts that are in the same league as you. This is great, because as you grow your follower count over time using some of the other strategies, you open yourself up to different arrangements, so you never run out of partners to collaborate with.

█ So, to use wedding photographers as the first example, you’ll probably want to look at planners, venues, florists, people who make wedding cakes, that sort of thing. █ They’re likely to have the same type of audience and you’ll have an opportunity █ to build your brand and get leads directly from social media. █ If you’re a newborn photographer, think along the lines of maternity boutiques, lamaze classes, things like that. Commercial photographers might look at local marketing agencies and commercial real estate services, companies that have a local commercial following. █ And senior headshot photographers might look at stores that sell graduation dresses, rent limos, or print a lot of announcements.

█ Another approach is to collaborate with other types of photographers in your area. So if you’re a newborn photographer, maybe you would work with a local wedding photographer. Sure, you’re not going to have exactly the same type of following, but that can be beneficial. █ You’re offering related services without competing with each other, and using that example, newly-wed couples often have babies shortly after. Vice-versa as well. So we’re not always looking for a quick win here – we also want you to think about long-term strategies that will help grow your business years and years into the future.

█ So, taking a step back from all of this, how does this shout-for-shout concept work? It’s nothing too complicated. Once you’ve found a non-competing business profile that has a similar audience and a similar number of followers, you just reach out to them. Say something like “Hey, I love what you do, and I’d love to do a shoutout post to my followers, share some of your photos, and talk about all of the amazing things you have to offer. I think a lot of my followers would really love to hear about you. Would you be interested in doing a shoutout-for-shoutout? I can send over a post for you to use, and we could both post our shoutouts next Wednesday.”

It’s a pretty simple message, and you can copy & paste that message each time you do a new arrangement, just changing the details to fit. You’ll notice in this example I really kept the message focused on what they will get out of it, rather than talking about yourself. That part is key. You want to keep it short, and talk about the benefits they will get out of it. You want to make it a no-brainer for them to respond back, “Yes! Let’s do it, that sounds amazing!”.

█ Now, the key here really is consistency. I recommend doing █ a shoutout swap with a different page every week. A lot of my clients have even given it a name, like “Our Friday business spotlight”, and their followers look forward to their weekly posts. If you run out of people to work with, █ there’s nothing wrong with swapping shoutouts with the same business multiple times. The more someone hears about your brand, the more they will remember it.

And that’s where this really scales. █ So, if you have 600 followers, and you’re doing a shoutout exchange every week with pages that have a similar follower count, █ that’s 600 new people seeing your brand every week, █ or roughly 2,500 every month, █ or 30,000 a year. █ And that only amplifies when you grow your follower count and can work with bigger pages that have a larger following.

Now, I usually start with Instagram pages for this, █ but it also works great for Facebook. You can do this arrangement with other business pages that have followers, or if you run your own group you can do it with other Facebook groups.

 

So this works really well to get exposure, █ but it really needs to be used as part of a bigger plan. If you don’t have a big picture strategy, then it’s easy to find yourself in a situation where you have a lot of reach, a lot of visibility, but still aren’t really converting much of that exposure into leads for your business.

We want you to have a █ streamlined system that works on autopilot, with every part of the system working together to funnel your audience through a process that builds interest in what you do and leads to them reaching out to hire you. █ And, we want all of that structured to where you’re using your checklists and cheat sheets to put everything in motion without having to think about it.

Now, that’s a pretty big ask. █ The system has to cover all of these complicated areas, █ it has to be really easy for anyone to follow, and it has to work time and time again to help grow photographers, keep your calendar full, and reach the point where you can select which clients you want to work with and which you’d rather refer to someone else.

█ So it took a lot of time to build out, and the approach █ had to be carefully adjusted as I ran campaigns █ for hundreds of photographers across the globe to make sure it produces the best results possible. █ But now we’re here, and Photo Marketing EDU is finally live. I’m really proud of what it has turned into, and the photographers I’ve shared it with have been so great and supportive with all of the positive feedback, and it’s really nice to be able to solve some big problems that all of you are facing.

When photographers have followed this type of plan, it tends to be a really easy way to manage your growth, and the results can be nothing short of impressive.

This one gives a great example to look at numbers from SEO. Keep in mind, we’re just looking at SEO here – nothing from social media or email or anything else is being counted. In 3 months: Clicks to site – actual times a real person clicked on a search result and viewed her site, those are 418% of what they were at the start | Impressions – this is just how many times you showed up for a search, whether someone clicked or not, those are 454%  |  Queries just ma█ out at 1000  | Number of total search terms that they showed up on the very first page for, those went from 192 to 316, and that rapidly grew since this was still very early in the campaign and search engines were still catching up. So this is great, SEO is known for taking some time to kick in, so for being at the 3 month mark this is a really good sign, and that usually means that 6 or 12 months down the road, these numbers are going to be way up from what we see here.

So that’s a pretty good example of early growth, but what if you’re already doing alright, you’re pretty established, is there still room to grow from there? This example is another one looking at SEO still early on in the process. After following the steps, clicks from real people to the site are nearly doubled, and the really exciting part is that impressions are 1,019% of what they were at the start, a 10 times increase. So there are a bunch of new and freshly optimized posts here that are starting to show up, some of that is coming through as clicks, but it takes a little while for Google to show these as high as they will eventually end up. So this is another really solid sign that way more than double the starting number of clicks will be coming through in the coming months.

All of this is obviously impressive and really exciting for those photographers, but how does this impact the numbers that really, really matter to you? This is all designed to ultimately help you skyrocket the number of leads you receive, be able to charge what you’re worth, select only your favorite types of clients to book so you can do more shoots that you’re really proud of, move closer to reaching your ultimate income goal, whether that’s a small boost or adding another si█ figures of work to your calendar. I find it’s really important to dream big and not limit yourself — if you booked an extra client every week, not just any client, but one that paid what you’re worth, what would that add up to 6 months from now, or a year, or two years down the road? It’s easy to get caught up in the day to day work, but we try to keep you focused on your dreams and work on actually making those dreams a reality.

This course is constantly being expanded with new material, but as of today here’s what all we have inside of Photo Marketing EDU. It’s a combination of a full video course, classroom style education, along with checklists, workbooks, cheat sheets, and super simple step-by-step guides to make everything easy, access to your custom portal where we send you reports and updates and give you access to all the information you’ll need. Plus a bunch of bonuses that are really helpful.

The course itself has several modules, like:

– SEO for Photographers – we go deep with this across several classes, staying focused on the actual things you can do to grow in this area, without getting super technical or confusing. This is where we cover the strategies that really work that I’ve yet to see published anywhere.

– Social media management and growth

– Review Management – this is really important, even if you have great reviews already, there are a lot of places people can go to find reviews so we’ll walk through how to spread those out, how to only ask for reviews from people that will leave positive feedback, and a bunch of other tips in that area.

– Blogging – Content – what to post, how to structure your posts, how much text you need and the general topics.

– Blogging – Optimization – Blogging is so important that we dig into SEO for your blog posts in a completely separate class.

– Website Speed & Mobile Friendliness – which keeps users happy and keeps Google REALLY happy, these are two big things they want to see done right.

– Platform Configuration – so your website is probably set up through one of the common platforms, like WordPress, Squarespace, Showit, Pixieset, Wix, or something similar. We’ll dig into tweaking everything in your platform to work better, which helps with all of the other areas you’ll be working on.

 

– Paid ads guide – this isn’t something every photographer wants to use, but paid ads make a lot of sense in specific situations, so we’ll really dig into some high return-on-investment strategies, instead of just simple things like boosting a post that tend not to work very well.

– Link-building – this is probably the biggest thing I see misinformation about, and it’s the biggest thing that affects your SEO. Plus, the links that actually help you are ones that you want to get anyway because real people will see them and click them. Links from local resources and publications in your area, things that real people will interact with and find you through, we’ll dive deep into how to manage all of that.

– Keyword research – this is where we really narrow down who your ideal client is and what they are typing in when they search for photographers or related terms so you can optimize everything around that.

– Simplifying data – we’ll get you up and running with some tools like Google Analytics and Google Search Console, which is really easy to set up, and then down the road we’ll look at how to take all of that information and make it fast & easy to understand it. You can learn where your clients come from, how they found you, which pages they really like, which ones they don’t spend much time on, and a bunch of really useful information that will help you understand people and use this information to keep growing for as long as you want.

 


We’ll cover all of these major points, █ releasing new video classes a couple of times a week for 3 months, but this is a dynamic course — it’s a two way street, so if you all are struggling in a particular area or really want to go deeper on a specific topic, we’ll adjust as we go to make sure everyone is getting as much out of it as possible.

█ Since we’ll release classes pretty often, if you’re busy, you can just pop on to watch the lesson videos, which we █ aim to keep pretty short while still covering everything, █ and then there are tons of extra resources for each section that you can dig into if you want to go really deep and learn everything. So no matter how much time you have, we’ll make sure you get a lot out of it.

Now, █ that is a solid course by itself, but we also have some bonuses that are included

█  Your Overview Checklist & Calendar – this is a really great way to █ prioritize your tasks, keep you on schedule, and just prevent any of this from being overwhelming at all. Follow along, check things off as you go, and █ you’ll know to do a certain task on a specific day, or once you’ve hit a certain milestone, and you don’t have to worry about that thing until then. This keeps you focused on just one little thing at a time, and since adding this it has been so easy for everyone to just follow along and get more done than they ever thought possible. You also get…

█ Your Content Questionnaires – I really like this, and it saves so much time. This is a fun █ interview-style format that you can just send to your clients or to vendors, and █ people love sending these back – they get to talk about themselves or their business, they get mentioned on your site, but the end result is that █ they will write your blog posts for you! You send these out, and you get fresh, really interesting content that you can publish right to your site. █ It saves so much time and these turn out as really interesting posts.

█ Manual Blog Post Reviews – Fill out the request form, and █ get a free blog post audit each and every month, where █ I’ll review everything you’ve done and █ provide helpful feedback and tips to make them even better. This is a great way to get some extra feedback, and it helps a lot when you’re not completely sure that everything is set up the way it should be.

█ Access to Q&A sessions, where you’ll █ hear expert answers to questions asked by real photographers, and █ also get to share your own questions so that everyone in the community can benefit from them!

█ You’ll also get: Access to our heavily-discounted services menu. So, everything is laid out to be as easy to follow as possible, but if you get frustrated at any point or feel that something is beyond your reach, then right from your member portal, with █ one click you can get services to have a broken item fixed on your site, or get some help with a task, or even have your entire website redesigned from scratch with a fresh, modern design – whatever you need help with. These are █ heavily discounted rates just for our members, so none of these services are anything you can find at this price point anywhere else.

█ Live implementation videos: █ Follow along in real time as we take a real site and optimize it using the methods outlined in this course so you can see how everything works in real time.


█ Your News feed, filled with █ updates, articles, and content that is regularly published & relevant to photography business owners, all of this contains the latest information you need to keep your business on top.

█ As part of your member portal – the page you see right when you sign in, you’ll get access to a █ bunch of tools and custom website reports that are included. So we track information and deliver all sorts of custom reports for you, you can see when you get new links and how you compare to your competitors, there’s tons of data here that’s just about your website. If you’re really trying to focus on improving one area or another, █ we do full crawls of your site and add reports showing problems and opportunities for improvement, and all of this is updated with fresh data about your site all the time. You can really get a birds-eye view of everything and even research all sorts of things with built-in tools.

 

█ And, finally, you also get your fully customized review collection tool – this is a platform to █ get feedback from your clients, and take the best-of-the-best, █ the glowing 5 star reviews, and only direct those people to public sites to help grow a really solid reputation. █ We set all of that up for you, personalize it with your logo and colors and everything, and show you how to use it without having to do any work on your end. █ If anyone is ever less than 100% satisfied, we instead direct them to a private contact form so they can work out any issues they have away from the public review sites.

 

█ So, this is obviously a LOT of material, but we want to make sure any problem you might have is covered. If some of these areas aren’t really important to you, then we want to make sure that you’re still getting a full, complete course even if you just dive into a couple of these areas.

█ Okay, so I’m sure you’re wondering about cost at this point. Just naming everything out loud, I realize this is a lot of material covered and I don’t want to worry you too much. Now, this would obviously be worth a lot even if you only managed to book 2 or 3 extra clients. Depending on what you charge, 2 or 3 clients is probably a decent amount of money, especially when that keeps repeating every month.

 

But at the same time, █ I know a lot of you are just starting out, and I hate seeing someone in that situation where you can’t make money because you need to spend money to get there and it’s this endless cycle. So I decided to keep this as low as we can, and what you do pay into the course will help grow it out even further, provide more content, and add more software tools for everyone to use.

 

I also want to give you a █ chance to try it out and make sure it’s the perfect fit for you without having to invest much. So for you guys watching today, █ you can get full access to everything for a full week to test drive it for █ $17. If it meshes well with your learning style and you want to complete the whole curriculum, then you can move on to the next classes, or you can stop there if you want to and walk away with a full week’s worth of knowledge.

Everything is in your hands, █ you can go at your own pace, and you █ can also drop the course and cancel at any time.

█ So, all you need to do is click the link below this video to review the course membership, and if you want to join us as we all grow together, then for $17 you’ll be enrolled in the course and get full access! I really hope to see you there, and we’ll make this whole process fun as we flow through the steps and help you reach your goals.

I really appreciate you tuning in today, and hopefully you’ve learned something valuable. Feel free to click the link below to get started. Thanks so much, and have a great day!