The math of marketing for photographers: x + y does not equal clients
Image by: @antoine1003
If you’re anything like me, you don’t like math. I’m not super good at it either, which is why I don’t like it! I understand contextual math - statistics, business costs and photography scales, great! But give me anything with x and y variables, and I’m hitting the door.
But, I’m going to walk into the math of marketing here. And it’s not really about crunching numbers but illuminating an important aspect of problem-solving. If I told you to add x + y = z, I’m sure you would tell me that this equation can’t be solved. And you’re right. A version of this problem exists in many social media forums, being contemplated by us photographers. How do I get more clients? As in the most basic and foundational math, the answer is simple: the variables need to be defined in order to solve the equation. In the example, there is no hint at all to solve the equation because no value is revealed. If I now told you: x + 5 = 10, then x is 5. Much easier right? Clear.
So what does this have to do with photography and finding/ booking clients? Well, in order to solve the problem (more clients) you have to define the variables. In this case not mathematical ones, but marketing ones.
Marketing math: Defining your variables
Our equation currently looks like this: x + y = more clients. It’s clear that an unknown plus and unknown can’t really give us any result let alone that specific one. There may be other variables within our business to make everything work, but for the sake of simplification, the marketing math solution right now is to define x and y in this equation.
Let’s start at the end with the solution: more clients. Inherently this is helping to define one of either x or y. If you want more clients, they need to know about you in the first place, to ever try to make it into your world. So one of the variables is people. But not all people, your target/ ideal client. A client you’d love to work with and who would love to work with you. A sub-set of people.
Working backwards still, you need to find those clients to book them! But how do you book them? By winning hearts and minds (a.k.a. selling them) on your marketing message that informs them of the business services you provide. What does your marketing message consist of? What you do and how you do it. Business model + the energy with which you offer it. That energy is your brand. Looks like there are a few more variables to define.
The marketing equations for photographers to book more clients
While simplified for the purposes of this post, your marketing equation, with its variables defined, is this:
More clients = Marketing message + ideal clients
We further break down each of those variables:
Marketing message = business services + brand
Ideal client = a person + friendly to the marketing message
If you see the logic in these equations then you may realize you’ve been flying blind in some areas and that holds you back from effectively marketing your services. The main equation of getting more clients is reliant on the variables of marketing message and a subset of people. And then in turn, each of those variables are defined by an equation of their own. Solve for the secondary equations, and then plug those values into your main equation and you’ll be chugging along in no time with a stronger strategy to book more clients.
So let’s examine the secondary variables:
Marketing message = business services + brand
Business services: What is it that you offer, very specifically? And what is the energy you wrap that business service in?
For example, you are a newborn photographer. You photograph babies, like dozens of your fellow, local photographers. You have a camera, lenses, photography education, some accessories. But so do your fellow colleagues. If we all have a camera and lens, how does a client make a choice? Your portfolio is one factor - if they like your photos. Your photos are influenced by your inner artist, and that is one characteristic of a brand that cannot be copied - YOU. But there are other factors - the rest of the brand energy which is defined by how you want to serve others. Is the energy of your brand vibrant and bold? Calm and organic? Adventurous? Do you have a social cause that influences what you do? Are there community aspects that influence, like volunteer work? More on developing brand here.
Ideal Client = a person + friendly to the marketing message
When you go to the movies, which theatre will you walk into: the comedy flick, the courtroom drama, or the sci-fi adventure? People differ in their tastes and preferences and that’s why so many choices exist. While brand can be likened to what kind of movie you might be, your ideal client is the one who will walk into your theatre after being presented with several options. There is more information on how to start with building an ideal profile here. But to summarize, it’s important that you define who this person is. We usually talk about it as one person, but that’s an avatar for representing the sub set of people. It’s also easier to do when it feels like one person. Here is the time where you put on your imagination cap. Name a client and describe her. Describe her values, her lifestyle and describe how she feels and acts from inquiry to final delivery of photographs and beyond. This helps you to understand how she looks for and books services she’s interested in. Knowing that helps you then define how to present your marketing message to her.
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Putting our equation together
Here is an example of defining the variables:
Marketing message: You want to offer day-in-a-life photography. The brand communicates the energy of everyday chaotic life with small children. Leave the dishes in the sink and let’s play, easygoing, imperfection, as you are. Documenting as a fly on the wall helps to make those family moments shine without interference.
Ideal client: Client’s avatar name is Crystal. She has 3 young children under 7, and homeschools. She cooks everything from scratch so there is a lot of activity and baking in her kitchen with her kids where things can get really messy. Dad is a software engineer working outside the home, but once he walks in, computers are forgotten and there is lots of play outside in the backyard. Crystal doesn’t keep a perfect home and she is ok with that, especially given all the kid’s toys and art supplies lying around. She’s a free spirit and is eager to document how a day goes down in the house - from the dog licking up cereal dropped at breakfast, to the 3 kids having their bedtime snacks.
The equation goes like this:
Day-in-a-life photography branded documentary, come as you are, real life (marketing message) + a subset of people like Crystal (ideal client) = more Crystal clients
The equation has all its variables defined. Can you now see a way forward? You are clear on your message which makes it easy to develop content, ads, blog posts etc. You are clear on your client so you can focus on where you mind find her: Pinterest (where she pins arts and crafts and activity ideas for homeschooling), Community Centres (where they host kid’s activities), magazines that she reads related to parenting, families and local activities. Solve the equation often and with consistency and your results are coming!
Linking the other pillars
Just like math at school, this requires sitting down somewhere and “doing the math.” You need to dedicate some focussed time with this activity.
You need to think critically about each of the pieces. Don’t get caught up in the thinking that defining these variables cuts you out from a potential client pool. If you attract the opposite client from what you want, it’s un-ideal for good reason.
Brand is a super important element here. Follow some of the links in the post above to learn more about branding, or do a search on the blog.
When your critical mind may be throwing objections at you, like you’re limiting yourself by doing these equations, settle those objections by some re-focussing and breathing work to allow your creative vision to give you the ultimate information to make your equation a success.
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