Commercial Photographer: Your Guide to Marketing, Creativity and Growth

Not every commercial photographer wants to be the face of their brand — but this episode makes the case for stepping out from behind the camera anyway.

Marcus and Sam sit down with Charlott McAnsh from See No Bounds to talk about why brand photography matters, how a proper discovery call keeps a shoot on track, and what it actually takes to build a network that sends work your way.

• Why "get out from behind the camera" isn’t as scary as it sounds
• The discovery call question that keeps branding shoots on point
• How a subscription model turns one shoot into an ongoing relationship
• The stylist and make-up artist trick that lifts every shoot
• Why a memorable story beats a generic portfolio when networking

If you’ve been putting off getting in front of your own camera, this conversation is the nudge you need.

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Another photographer, another take on the same questions. Guest Interview with Christine Michaelis is a good one to line up next.

Marcus guides us through the world of social media. It’s critical for photographers to have some sort of presence on one or more social media platform.

We talk about which platform is best for you and we discuss in depth which ones are best for commercial photographers -Linkedin, Twitter and Google My Business. These are primarily focuses on business to business.

As long term posters on Linkedin both of us are keen advocates of the platform, there are no restrictions on the type and size of media you post - unlike others.

There is a link for Google business below and it’s definitely something worth investigating.

As far as what to post it pays to be interesting and avoid being “salesy” at all costs. Set out to be seen as the authority and be consistent in your posting.

As a photographer we have lots of visual material to share but a few words to go with the photograph such as a short story will make the post even more popular. Don’t expect instant results it takes time to build a following but certainly, initially at least, focus on one or two platforms.

Of course it’s not a one way streak, comment on other peoples post and build up connections.

In summary:

Be consistent

Comment on other peoples posts

Find the platform that works for you

https://www.google.com/intl/en_uk/business/

https://www.linkedin.com/feed/

https://twitter.com/home

News of the day

https://petapixel.com/2023/04/25/amazing-collection-of-photos-that-chart-american-history-up-for-auction/

Once you've got your social strategy sorted, the next question is making your images actually look right on each platform. Cropping Images for Social Media, Websites and More covers exactly that.

This episode is sponsored by Website for photographers. Website 4 photographers help photographers get more leads from their websites. You can get in touch here

⁠[email protected]⁠

⁠01482 765871⁠

Marcus and Sam talk about what to do with a mailing list, once you have some people on it.

For a more current take on turning that list into sales, Email Marketing for Commercial Photographers: The Direct Line to Sales is worth the follow-up listen.

This week we are talking about Email Marketing, specifically how to grow your mailing list. Next week we will look at what to do with your mailing list. Sam thinks Email marketing is a no-brainer and explains why. There is no doubt about it you need a mailing list, it’s as simple as that!

Some of the many advantages that a mailing list will give you are numerous. It gives you direct contact with all your subscribers. Your followers want to hear from you, they already have expressed an interest as so are won't think of your emails as spam, but welcome information from a trusted source.

When setting up your Email Marketing, signing up to a reputable provider will help overcome GDPR issues, they are trusted sources and are set up to make sure your emails are being delivered. Some of the trusted providers we metioned in the show include

Mailchimp

Studio Ninja

Hubspot 

Keap

MooSend

Mailerlite

We discuss the legal basis for adding people to yuor mailing list including what “legitimate interest” really means and how you can and can't use it to add subscribers to your mailing list.

Sam guides us through the values of having something for people to download - a lead magnet. And a few trips and tricks to increase the number of subscribers, such as running companions, building communities and more.

In this episode Marcus refers to Net walking - and you can find out more about this here:

⁠https://naturalnetwalking.co.uk/⁠

This is only half the story. Email Marketing Part Two: What to Do with Your Mailing List picks up right where this leaves off, once you've actually grown your list.

This week Marcus takes us through the benefits of using flash (strobe to Americans) for your photoshoots.

Marcus is passionate about this subject and explains why it's an essential part of every photographer's toolkit. Plus we get an insight into a memorable Fosters advert from 'back in the day'.

Marcus explains how flash helps you create a visual narrative. you can get more information about that here. https://www.wearecognitive.com/blog/what-are-the-key-components-of-visual-storytelling

Marcus also explains that clients' availability can be limited so sometimes you need to turn day into night, or night into day using flash. There is some more information on this here. https://fstoppers.com/lighting/using-flash-change-your-photo-day-night-598896

We also discuss manufacturers, which to use and why it's best to choose wisely. When natural light is good it’s good use it, but, remember if you are in the UK, don't rely on it. Modifiers, speed lights, umbrellas and stands all come into the chat. And finally, how to find a good teacher and the workshops that are best avoided. 

Marcus referred to these photographers in the podcast.

Martin Parr - https://www.martinparr.com/

Gregory Crewdson - https://gagosian.com/artists/gregory-crewdson/

Elaine Constantine -https://elaineconstantine.com/

If this left you wanting more on flash, The Ten Principals of Flash Photography goes deeper into the technique.

Next week Sam will guide us through the journey of setting up a subscription service. He'll talk about the why, the how, and the marketing. Marcus and Sam will explain how it has worked for them in their business and how it can work for you.

Subscriptions are a great way of getting regular income.That means every month you know you have a certain amount that will land in your bank account, without fail, before you've lifted a finger. They ensure that you are constantly in your client’s mind, which is great for getting referrals. Subscription services are not that common in the photography industry, which means setting one up will make you stand out from the crowd.

From a client's point of view, subscriptions are a great way to make ensure their images are seasonal or topical. As a photographer you get to know yourclients well and what they need. We discuss the practicalities of running a subscription service. Go Cardless is a nice simple way to setup direct debits. ⁠https://gocardless.com/⁠

News of the day, the Gen Z Shake, it's a thing!

⁠https://petapixel.com/2023/03/23/the-gen-z-shake-is-the-telltale-way-young-people-film-videos/⁠

Subscriptions are just one way to build recurring income. How Virtual Tours Can Be a Part of Your Photography Business with Andy Fletcher looks at a different one, and it's a good next listen if diversifying your income is on your mind.

In this episode Sam is digging into “working the room” and how to successfully build your business network.

Some of the things we discuss in this weeks show

•  Why go to a business network meeting.

•  Don’t be “salesy”.

•  Building a network in a new town - both Sam and Marcus talk from personal experience.

• It’s not just about letting people know about you!

•  Know, like and trust.

•  Applying the 80/20 rule.

•  Listening is a skill.

•  How to use touchpoints to make sure you are remembered.

•  Using Linkedin to help build your network.

•  The importance of following up.

•  How to create a winning elevator pitch.

•  Extra benefits from networking.

•  Applying a sales funnel approach to networking

Ever wondered what networking looks like once you're actually good at it? That's the subject of Jamie Stewart, Networking Legend, and it's worth going back for.

Almost every photographer fears that picking a niche means turning work away, and Sam and Marcus think that fear is costing you far more than it protects. Marcus explains how narrowing his own focus changed the way he finds clients, and why he still says yes to the odd wedding. There's also one argument for staying a generalist that both of them agree on, and a simple way to tell which side of the line you're on. If you're a brand photographer whose website tries to speak to everyone, this one is for you.

Go and listen to our Guest Interview with Charlott McAnsh next. It's a real example of niching in action, and it makes this whole conversation a lot more concrete.

AI- Friend or Foe

On this weeks podcast Sam Hollis and Marcus Ahmad talk about AI. How long has it really been with us? How has it been utilised by photographers in the past and how much are you really using it already? Almost certainly since the onset of digital photography. Then we move onto the AI of today, ChatGPT and other tools. Are they a friend or foe and how could we make the best use of them to our advantage as photographers?

What surprises Marcus is the speed at which current AI technologies have improved so rapidly. And Sam is finding out how AI can help photographers transition from technicians to directors.

Along the way we chat about

The Yamaha DX7 keyboard

What’s an art director?

ChatGPT

The James Web Space Telescope

And you can always find us at the Shoot to theTop website.

This conversation about AI continues with real-world detail in Hear About AI, Food Photography and Keeping Your Clients for Fifteen Years with Abi and Giles from Giles Christopher Photography, where two working photographers talk through how they're actually using it.

On this week's show Sam discusses the case for photography case studies. He tells us how they can attract more visitors to your website and help attract your ideal client. He also talks about how they are best showcased for maximising a website’s SEO.

And then there are the regular features - News and Stat of the day!

Want the fuller SEO picture beyond case studies? SEO for Photographers, or How to Get Found on Google walks through it step by step.