Today’s OpenFrame guest is marketing wizard Stacey Owen from Meet Pepper, a marketing agency tailored to photographers. Don’t think you need that? Think again.
Photographers have very specific needs when it comes to branding and marketing - and what works for the average entrepreneur often doesn’t work in the photography industry.
Stacey Owen will make you rethink how you use Instagram and social media in general. She’ll invite you to explore neglected and completely new ways to market and grow your photography business, without relying on a single platform.
Here are some of the most valuable nuggets of wisdom from our conversation with Stacey Owen:
- In this day and age the key to great marketing is to DIVERSIFY. Instead of focusing on a single channel, like Instagram - branch out into multiple streams of marketing, such as your website and blog, Tiktok, SEO, a mailing list, etc.
- For a photographer to build trust and connection on social media, the easiest thing to do is to show a glimpse behind the scenes of your business and your life.
- Now more than ever make sure to invest in SEO. It’s connected to everything on the internet and it gives you control over who sees your content.
- Don’t feel pressured to have to adapt a template that everyone else is using online. Show up in genuine ways that feel right to YOU.
- A golden rule of marketing is - whatever you do, do it consistently, over a long period of time, if you want to see results.
- Your ideal client is often similar to you. So if you show online who you are and inject your personality into your marketing, the right people will be drawn to you. This can be easily done using two lists - a personal and a professional list of what you care about and value. Whenever you are confused about what to share online - go back to these two lists.
- It’s important to have a social media strategy. Have a schedule for everything, be it reels, posts, TikToks or newsletters. Make these posts a part of your day and your schedule - if you factor them in, you won’t be stressed about what to post.
- Know your intention for posting on social media. What do you want to communicate and how will you do it? Knowing the intention ahead of time will make the process smoother.
- Make sure to track your numbers so you know what's actually working. Identify where most of your traffic is coming from and invest your time and energy into those platforms.
- Remember that the number one lead generator is still word of mouth. Especially for photographers.
- Invest time into creating an evergreen blogpost - a post that is valid for a long time. An evergreen blogpost is a heavily edited blog with a lot of key words and a lot of links. This could be something like "The top 5 wedding vendors in your area." A blogpost like that will do 2 things at once - it’s great for SEO and for relationship building with your network.
- If you are feeling a "marketing resistance" try to find out where does the hesitation come from? Is it because of lack of time or confidence? Do you feel that you won't be good enough? Is it a new skill set that you need to acquire?
- Don’t overestimate how much capacity you have. It’s better to do a few things well and consistently, than many things poorly or inconsistently.
We hope these nuggets gave you an idea of how valuable this episode is. The conversation with Stacey Owen from Meet Pepper, and our lovely host Ellie McKinney is available on Youtube and via all popular streaming platforms - Apple Podcasts, Google Podcasts, Spotify, Anchor.
Find out more about our guest Stacey Owen and her company Meet Pepper on their website and her Instagram profile. Stacey also organizes virtual gathering for photographers, called Conference & Chill that you should definitely check out.
This episode's was hosted by the wonderful and talented Ellie McKinney, who we are great fans of and whose work you should check out at elliemckinney.com and on her Instagram profile.