Business Photography Class Outline
Business for Photographers Course Outline
- Unit 1
- Unit 2
- Unit 3
- Unit 4
- Unit 5
Unit 1 The Opportunity- What is Marketing?
Lesson 1.1 A Brief Introduction to Marketing
In Lesson 1.1: A Brief Introduction to Marketing, we’ll help you understand the difference between sales and marketing and the 4 key ways in which you can effectively apply the best marketing tactics to your growing business. From industry terminology to personal promotion, by the end of this lesson you’ll have an idea of what it takes to start promoting your work in a serious way.
Lesson 1.2 Basic Business Considerations
In Lesson 1.2: Basic Business Considerations, we will dive into the details involved with effectively launching your own functional business. We will teach you the right questions to ask, the answers you should know and what you will need to succeed. We will cover vital material that will also help you revitalize your current operation and put you into a better frame of mind to grow your revenues and expand your horizons.
Lesson 1.3 Forming a Business Plan and Marketing Yourself
In Lesson 1.3: Forming a Business Plan and Marketing Yourself, we will teach you to develop even the most preliminary business plan as you take the first steps toward forming your own legitimate, functional business. From targeting your income goals to sustaining clients and revenue, this lesson will help you understand what it takes to manage your personal business on a structured financial level.
Lesson 1.4 Website Basics
In Lesson 1.4: Website Basics, we’ll start by covering the 10 essential items that every effective website must have in order to be successful. After that we’ll break down two of the most important factors of website success, search engine optimization and social media. We will introduce you to both and give you some tips on finding success.
Unit 2 Taking Stock- Of Yourself
Lesson 2.1 What Is Your Brand?
In Lesson 2.1: What Is Your Brand; you will learn how important it is as an artist to find a way to stand out from the rest of the photographic community. You’ll learn the basics of branding as you analyze your creative vision and artistic style while you develop an idea of your brand and how you plan to promote yourself to those around you.
Lesson 2.2 Your Portfolio
In Lesson 2.2: Your Portfolio, we’ll start by considering the psychology behind presenting your work to the client. By the end of the lesson, we’ll help you assemble a sampling of your strongest photographs in an effort to make a positive impression on any potential client.
Lesson 2.3 Sales Channels and Marketing Methods
In Lesson 2.3: Sales Channels and Marketing Methods, you will learn how to create a contact list database of potential buyers for your photography services. Also, you will look at defining client types and learn about researching versus buying information.
Lesson 2.4 Marketing Budgets and Boundaries
In Lesson 2.4: Marketing Budgets and Boundaries, we will help you to further formulate a cohesive marketing message- what do you want to say and who are your clients? Once you have determined the message, we will then guide you as you look at the limitations and parameters dictated by different photography client markets, namely commercial versus consumer.
Unit 3 Sizing Up the Market- Your Market
Lesson 3.1 Market Research
In Lesson 3.1: Market Research, we will help you take the aforementioned lesson a step further as you look for new clients in three steps: the primary research to build a database of client leads, the secondary research to upgrade and maintain new lead development and finally, the process of turning each lead into the name of the true client you’ll be selling to.
Lesson 3.2 Building Up Marketing Methods
In Lesson 3.2: Building Up Marketing Methods, you will review a number of business models from prominent photography professionals and businesses. These include: targeting your portrait photography market, developing a marketing plan for your wedding photography business, creating a good marketing mix and marketing to advertising photography clients.
Lesson 3.3 Develop a Concrete Marketing Plan
In Lesson 3.3: Develop a Concrete Marketing Plan, we’ll help you develop an effective promotional system that brings you into constant contact with your best prospects. This way, you have a pipeline in process through which work is constantly flowing. Although you’ll likely book many customers via word of mouth, this lesson will provide you with a concrete alternative to finding and contacting potential clients.
Lesson 3.4 Basic Sales Techniques
In Lesson 3.4: Basic Sales Techniques, we’ll explore 19 different forms that are relevant to any photographer who plans to work with consumers. We’ll explain each one to you in detail as you pick and choose which ones to hold onto as you move forward with your specific business goals. You can revise, personalize, and use these forms as you wish while you grow the library of your small business.
Unit 4 Upping the Ante- Improving All Aspects of Your Marketing
Lesson 4.1 Online Marketing and SEO
In Lesson 4.1: Online Marketing and SEO, you will become familiar with the fundamental terminology of SEO and SEM and learn the roles that search engines play in helping them to market your photography. These initials may seem extremely foreign and unfamiliar to you now, but you will soon learn how important they can be for your photography business.
Lesson 4.2 Link Building Strategies and SEM
In Lesson 4.2: Link Building Strategies and SEM, we’ll look at some strategies you might use to get those all-important backlinks for your website. From developing good content to sharing it well on social media, this lesson will help you attract users and readers to your website, which in turn could attract clients to your business.
Lesson 4.3 Introduction to Social Media Marketing
In Lesson 4.3: Introduction to Social Media Marketing, we’ll discuss the use of Facebook, Twitter, Linkedin, Pinterest and Google+ as platforms through which you can reach out to your target market. We’ll talk about content creation and sharing best practices as you become more comfortable promoting your work and your business online through a friendlier social platform.
Lesson 4.4 Social Media Marketing Platforms
In Lesson 4.4: Social Media Marketing Platforms, we’ll take a look at some of the most popular platforms used by photographers today, with some hints and tips on how to get the best out of each one. We’ll analyze how each network helps photographers as we highlight their unique features, with useful tips to help you maximize both visibility and connectivity with your intended audience.
Unit 5 Looking To the Future
Lesson 5.1 Introduction to Content Marketing
In Lesson 5.1: Introduction to Content Marketing, we’ll discuss all marketing formats that involve the creation and sharing of content in order to attract, acquire and engage clearly defined and understood current and potential consumer bases with the objective of driving profitable customer action.
Lesson 5.2 Content Marketing Platform
In Lesson 5.2: Content Marketing Platforms, we’ll be discussing several major content marketing platforms such as your personal blog, your guest blogs on other websites, video marketing and email marketing. We’ll help you understand the best practices for each platform as you continue you familiarize yourself with this industry and grow your photography brand.
Lesson 5.3 Finding Your Niche and Attracting an Audience
In Lesson 5.3: Finding Your Niche and Attracting an Audience, you will learn how to analyze your business return on investment (ROI) and set priorities. We’ll help you determine whether or not the market area you are targeting will provide a sufficient return on everything you’ve contributed to your success, including your time, talent, marketing efforts and money.
Get Your Professional Photography Certiﬁcation!
Certification helps to show potential clients the value in hiring a true professional. Consumers might not know much professional photography, but they understand that certification means professional-quality goods and services. Anyone can buy a camera and take some pictures, but a Certified Professional Photographer (CPP) designation shows clients that you are a true professional in your field.
Clients in every industry seek out credentialed professionals, as the public recognizes certification as a sign that one is an authority in the field. A CPP designation offers potential clients an assurance, not just of quality, but of technical skill and artistic expertise.
Trust is key in any relationship, right? Potential clients want a photographer they can count on, and certification gives them that extra level of confidence. With hundreds, sometimes thousands of photographers advertising in the same market, it's not always an easy task to get them through your studio doors. But advertising as a CPP is one way to distinguish yourself from the masses. Certification gives clients a concrete business reason to put you on their short list.
The digital era has made it much easier for inexperienced part-time and fly-by-night photographers to throw their hat into the ring, undercutting professionals with rock bottom prices. Certification is an easy way to help consumers understand and appreciate your level of experience and talent.
You can't just declare yourself certified. Certification is granted by Professional Photographers of America, the world's largest non-profit association organized for professional photographers, and that speaks volumes to potential clients about your skill. When potential clients become aware that Certified Photographers must recertify every three years, they understand that education, training, and the latest industry techniques and skills are important to you and your images.