Marketing your business with photography | Toronto Interior, Lifestyle and Brand photography
After receiving images from a professional photoshoot, most business owners know to post their images to their website and share them on their Instagram account. But there are plenty of other platforms and uses for professional photography that can add value to your marketing efforts. Here are some great options for interior design, build, and architecture professionals to consider.
Publish your images as Pins on Pinterest
While you might use Pinterest for personal interests like finding a new recipe, plenty of homeowners use it in a similar way to find inspiration for how they might be able to change their own lifestyle. Pinterest is an image-based social media platform with the added bonus of being able to link directly to your website. It’s very possible that potential clients might be looking for inspiration on the platform before they look to hire a professional. Unlike some platforms where your post only seems to be seen for a short time period, Pinterest is more of a search and discovery platform. Pins build over time and can generate traffic to your website with organic visibility in the longer term.
Share images of completed projects with your network on LinkedIn
LinkedIn may be commonly thought of as a platform for the corporate world, but it can be a useful marketing tool in other industries as well. To start, some beautiful visuals from a recently completed project are likely to stand out in a feed from the usual industry news. Posts also benefit from a wider reach compared to other platforms. When your connections interact with your post, their network also is shown the post directly in their feed. LinkedIn profiles allow you to post information about your services, such as pdfs with samples, and they allow you to write articles to share information. Finally, and most importantly, there are likely potential clients on LinkedIn who are near you, looking for your services, and who have the budget to start working with you!
Update your profile on Houzz
Industry-related platforms like Houzz are a good source from which potential clients can draw inspiration and search for professionals in their local area. Setting up a free profile with project images is an easy way to create a presence where potential customers might be looking.
Get SEO benefits from a Google Business Listing
A Google Business Listing allows local businesses to show up on Google maps when people search for your type of service in their area. The more active your listing is, the better you’ll rank in Google’s search results. You can remain active by adding photos, posting updates about your business (that can link directly to your site), and by requesting reviews from your past clients.
Pitch your work or expertise for Editorial
Getting published is on the wish list of many! This can mean working with a publicist or PR professional to help you through the process. Or, if you have a knack for writing and connecting, this is something you can definitely do yourself. You can pitch specific projects, or offer to share your expertise on design-related topics. Submitting your images along with a summary of what makes your project unique can help get you featured. Editorials get your projects in front of potential clients and can boost your credibility in the industry. Remember, editorials are more than just print magazines - you can also consider pitching to local publications and newspapers, online versions of publications or lifestyle blogs, and of course those dream print publications.
Share your expertise and project images with a Blog or Newsletter
There are many great concepts to consider when it comes to sales, but I think one that makes a lot of sense is the ‘Know - Like - Trust’ concept. The basic premise is that in order for someone to decide to engage with your services, they first need to know you exist, like what you have to offer, and trust your expertise. You can build that trust by generating content on your own blog or newsletter. Potential new and past clients typically sign up for a newsletter list, and regularly getting in front of them with some of your work is a great way to maintain and grow your connection with them. Sharing your projects or expertise on your own blog also allows those exploring your services a chance to understand what you offer and, as an added bonus, regularly updating your website with a blog will improve seo.
Build your brand with a consistent look
A brand is more than a logo, and building out your look includes consistent photography of your work. Branding collateral, using a combination of text, graphics, and images is great for building brand awareness. Whether you generate some printed materials or keep to digital posts, creating a consistent look and feel will help grow your business.
Use your imagery as part of your process
Everyone’s process is different, but unique imagery can be a huge help in securing clients when you include it in mood boards, concepts, and presentations. Chances are a potential client reached out to you because of a specific project or look you’ve demonstrated in your work. Catering your presentation or materials to showcase your style can help secure the sale.
Submit your work for industry awards
Industry awards in the ‘design and build’ community range from local to international. Winning or getting honourable mentions can build credibility in your field and help you earn higher-paying clients. Images are crucial and certainly improve your chances at winning an industry award. Consider which projects will give you the best chance at winning the award you’re targeting, and be sure to plan ahead by ensuring you understand when the deadlines are to submit your work, as well as whether there are any specific requirements (such as a minimum number or certain types of images, for example).
As marketing tools and platforms evolve, the places and ways you use your images will too. While it’s a challenge to be consistent on all of them, choosing a handful to dedicate some time to can have great benefits and might be less work than you think. The beginning of the year is a great time to re-assess your marketing plans and refresh some of those less frequently used platforms.
If you are looking to get some professional photography for your business this year don’t hesitate to reach out. I’d love to discuss all the ways you plan to use your images so we can create content that best fits your needs!
