Targeting your market

 

Unless your goal is shouting about your business into the void, which I admit is what it feels like at times. You need to think about your audience. What do they want to see? What do you want to tell them? What do you want them to do? What’s stopping them buying from you? When you have an idea of the answers to these questions then you can look at the next step. The pictures!

How do you use images to target your market? Lets have a look at some really simple examples for each of the questions posed above.

What do they want to see?

Take areas of the female market. There is evidence that a large part of this market responds best to images that contain people that they relate to. Meaning people who are of a similar age, earning level and life stage, etc., so high earning, single mums in their late 30s respond best to similar mums. Pictures of married mums in their 20s isn’t going to work as well.

What do you want to tell them?

Your message could be something as simple as you have a higher quality product than your competitor. For example the difference between a traditional butcher versus buying meat from a supermarket. By removing any plastic packaging, placing the meat on a stone/slate block, adding a sprig of herb you can effectively convey that message in a single image.

What do you want them to do?

You want your audience to visit your cafe. Take a picture of a cake put some text with a code next to it and the message, whoever orders a coffee between 10-11am on Saturday with the code gets a free cake. There are few things more engaging than free cake…maybe a puppy eating a cake…but that’s a bit gratuitous ūüėČ

What’s stopping them buying from you?

Mental health related services can struggle with prospective clients being fearful of the entire situation. By using images to tell the step by step process of a visit, from what the front door, reception and room look like, to friendly engaging pictures introducing them to everyone they will meet. Images can reassure prospective clients and get them to book a session.

As you can see with a little thought you can use images to talk to your audience in a much more effective way.

If you have any questions ask away!

C x

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End of the ¬£25 Profile Picture

Shhh! Don’t tell anyone but I haven’t raised my rates in about 5 years. I restructured how I charged just to make it easier for clients, but I never actually put them up. Shocking I know!

Drum roll please…you have one week to get in touch to get 2017/18 rates. Most of the general photography pricing isn’t going up by much, but there are going to be options to add tailoring of images for accessibility and SEO amongst other things.

Don’t panic! You don’t need to get the photography done immediately, as long as we have started the consultation process this week (5pm Friday 6th April 2018) you get the 2017/18 rates. Lets be honest as I write this it is currently snowing…I have no problem waiting for warmer weather ūüėČ

On it’s way out is the ¬£25 profile pictures, so you have one week left to book for the 16th of April 2018. If you need an updated headshot or know someone who does send them this link.

If you’re thinking about raising your rates too here’s a great article by Denise at Sandstone Castles on why and how you can go about it – When was the last time you raised your rates?

Give me a call on 0776309221 or email claire@clairewatson.co.uk if you’d like to chat about projects you have coming up. Otherwise book your ¬£25 profile picture here NOW!

C x

5 questions to ask yourself about your social media images

“89% of B2B marketers and 86% of B2C marketers¬†report¬†they are using content marketing¬†to increase leads and drive their brand forward” – Gary Henderson, Forbes

I’m not going to touch on the serious content of the article, you can read the full thing here, but it did get me thinking.

Always a dangerous thing!

Looking at it from an imagery perspective, what’s your content saying about your business? We looked at this last week at No Ties Networking¬†when I was giving a talk on visual communication. Instead of just telling people stuff I took two of the businesses as case studies. Then used the knowledge and experience of the group (there are some excellent marketers and brand specialists) to develop some ideas to help those businesses with their visual content.

We can all refocus our social media content by asking ourselves the same 5 simple questions we discussed at No Ties (the questions are simple…the answers might be a bit harder ;):

  1. Who or what is your business? …ask yourself this 3 times and try and expand on the answer each time. The clearer you have this the easier it is to target your message.
  2. What do you want to say? …I suppose this is sort of looking at your USP, but maybe more importantly how you want people to see your business.
  3. Who is your target market? …pick someone as specific as possible. Generally only multinationals have the resources and budgets to target everyone. And they regularly get it wrong…see Pepsi.
  4. What do they want to see? …what do you think will engage your market? Get them over their indifference. What do they like looking at? How can you match that to what you want to say?
  5. What stops them buying from you? …people are naturally suspicious about services. You can use images to help people get over their concerns about buying from you by identifying these problems and then tackling them one by one.

There are no answers in this post, only questions. I need to do this for myself too. I’m often guilty of the same thing as everyone else with a small business and limited time. I grab random images with ‘that will do’ attitude…I would never do this to a client, so I’m not sure why I think it’s okay for me.

If you’d like to learn more…possibly with answers this time…I will be putting some training sessions together for the coming months. One of which will be a full-day and run in conjunction with Katie Goudie from Words that Work and Brendan Reilly from Dangerous Studios. We will take you through the whole process from planning to practical skills for both photography and video, so you can walk away with the skills and knowledge to get on with your content marketing.

Leave your email address below or signup and we will let you know what we have planned.

Any other questions or requests for info just give me a shout.

Claire x

Could a retainer save you money?

WLC Business Excellence Awards 2016-1.jpg

New Year revisiting a new idea. Last year I introduced the idea of a retainer to my business photography client options. It was new to me and I wasn’t entirely sure how it would workout for either me or the client. The only ‘retainer’ type structures I could find online were either similar to a shoot deposit or were guaranteeing availability, whether work was carried out¬†or not. The latter usually being fairly expensive for the client.

I wanted to do something that both saved clients money and made it easier for them to include photography in their annual budget and I hoped gain a slightly higher overall spend and a more steady income throughout the year. I was pretty sure it would be very cost effective for the client and that the regular payments would be good for my cashflow, but I was a bit fuzzy on the details.

My usual approach would be not to take an idea forward until I had every detail perfected with the consequence being never taking any action. This time I decided to suck it and see!

A big thank you goes out to West Lothian Chamber of Commerce for being the first to take me up on the offer…the guinea pig so to speak. We sat down and came up with a budget, event list and a few other details to build flexibility and reliability in to the agreement. Now with 3/4 of the year through¬†I’ve done a quick audit. 10 events have been covered¬†from the launch of the Developing Young Workforce programme, annual awards to the monthly breakfasts. When the normal fee is compared to¬†and the amount paid through the¬†retainer¬†the Chamber has so far saved 60% and been able to build a great stock of images of all their events for PR and future promotions.

I’d love to hear about any successes and failures you have had with similar or new pricing structures. Or for that fact any time you’ve introduced new concepts to your clients that they might not be familiar with. How did you go about it? What did you find that did or didn’t work?

And if you’d like to talk through how a retainer might work for your business give me a call and we can grab a coffee and a chat.

Contact me on 0776 309 2221 or email claire@clairewatson.co.uk

back lit couple sitting in long dune grass

Going to the movies!

On a windswept Sunday morning a few intrepid film makers were seen in Gullane. I got the privilege of capturing a few action shots as well as the movie poster for Bass Rock Films’¬†new short film: Us/Alone, set to debut at film festivals in the UK in 2015. I can’t wait to see the final results. A huge thanks to the cast and crew for being such great fun to work with.

Cast:
Aynsleigh Turner – ‘Jessica’
James Thackeray – ‘Jack’

Crew:
Sarah Cairney – Producer
Sophie Cogle – Associate Producer
Kieran Hennigan – Director

group commercial

Business with personality – SpinTop Media

A few weeks ago I had a great shoot with the girls from SpinTop Media. We had lots of fun doing profile pictures, team photos and lots of stock images for them to present their brand.

Need someone to look after your social media marketing? Check them out!