Today’s guest article is from Matt McGraw of Matt McGraw Photography. Matt is a Wilmington, North Carolina Wedding Photographer and multiple award winning ISPWP member.

The Cold Hard Truth About Your Wedding Photography Marketing Plan

Everyone knows that to succeed in business you have to market yourself and, hopefully, get clients to hire you. But it doesn’t happen automatically. It takes a solid plan, tireless commitment, and consistent execution. In other words, it takes more than putting up a website and agonizing over the font on your business card.

But without a solid marketing plan, you won’t BE a wedding photographer for long. That’s where Matt McGraw’s article comes in. After you read through Matt’s article, you’ll a) realize he’s a marketing machine, and b) be inspired to crank up your marketing to the next level. So… here are the 21 Pillars of Matt McGraw’s wedding photographer marketing plan. Take it away Matt!
- Editor

1. Get to Know Other Wedding Vendors

Vendors are important! From reception venue personnel to cake makers. I do a pre-questionnaire for my brides and grooms. In that questionnaire I find out who I will be working with including ministers, reception venue personnel, disc jockeys, caterers, wedding planners, and the “cake boss.” I obtain all the contact information for these vendors. After the wedding I compile a list of photos that each vendor would find interest in. I splash my logo on the photos, email images, and offer high res photos with and without my logo. I send new reception contacts a 20X30 print with my logo splashed all over it, as well as 4X6 prints of the same photo with my contact info to pass out to potential brides. I send them a disc of images they might be interested in to use however they like. Become buddies with everyone. For example, I’m on a “hug basis” with the sales directors of 5 major hotels in town. Their cell numbers are in my phone I’ll sometimes meet them on a casual basis for a beer. I never talk about my photography – it’s always “buddy” talk. They feel comfortable around me. I photograph their kids, and occasionally this casual networking lands a great opportunity to market my services.

2. Get Active with Facebook

I’m sure many of you have a Facebook account, but are you taking full advantage of it from a marketing perspective? Don’t just put your personal stuff on there, show off your latest work as well. It’s free and great exposure. I could talk about the advantages of Facebook till I’m blue in the face. I am constantly putting new photos on Facebook. It keeps me contacted with my clients and colleagues all around.

3. Start an Email Newsletter

I use Constant Contact, set up a page, and send information out once a month. My email list is 6,300 strong. Most photographers have a web page dedicated to a blog. We do not. I’m not opposed to web pages, but I prefer the email newsletter. How do you get an email list of 6,300? Anyone that emails me is added to the list. I advertise in two magazines that provide lead sheets. I update email leads monthly before sending out the newsletter.

4. Focus on Online Advertising

In the beginning of your career, spend most of your advertising money online as opposed to print. There are resources that provide free online advertising. Go online and be a savvy consumer find out what wedding sites come up first. Type in your city and photographers … these are common search words for brides and grooms. You can also add the word weddings. Find ways to post your information so that potential clients will easily find it.

5. Utilize Search Engine Optimization (SEO)

Learn how to do it yourself or hire companies that specialize in moving your information to the top of the search engine’s results. This effort may not bring immediate results, but you will find the investment over the long run will build your business.

6. Remember the Power of Personal Contacts

Every person you meet represents 10 people: Sounds cliché, but when I introduce myself as “Matt McGraw,” people often remark they know my name.

7. Look for Opportunities with Local Publications

Don’t limit yourself to just wedding magazines. Local magazines are always looking for material. In my case, I submit top photos from recent weddings to a local publication that has a wedding section. I ran into the editor one day, and she said I was the only photographer that sends in photos! She was very appreciative of the photos and the support I provide her readers. If your local publications don’t have a wedding section, send images anyway… and suggest they start one!

8. Do Bridal Shows

I do one every year. The same one. I’m the only veteran at these shows. When asked why I continue doing them, I say that it’s because it’s an opportunity to keep my name out there. Bridal shows also give me an opportunity to meet vendors or new vendors in the area. I get to know the vendors, and they know me! (Not to mention the opportunity to talk to lots of potential customers!)

9. Put Your Best Work on Your Website

Make sure you have your best stuff on there. First impressions are lasting. All too often I look at a websites and see sub par material. I know some of these photographers, and know they have much better images on which to build a business. It’s mind boggling!

10. Don’t Forget The Drip Rule

A lot of drips pass through the coffee pot to the cup. There is no one particular marketing rule/campaign that will necessarily work better than all others. Just because you don’t get immediate results, do not think that your efforts have failed. When asking “How did you get my name?” I am amazed at the variety of sources (friends, places) at which I can be found. One drip at a time! Just make sure you have a lot of drips.

11. Don’t Use Traditional Business Cards

Throw away traditional 2X3 cards. Everyone uses them. (Do you know where the business cards are that people have given you?) I use a 4X6 photo with my contact info all over it! When I shoot a wedding, I’ll use an engagement photo of the couple as my business card and put them on the tables at the reception. Everyone wants a beautiful picture of the bride and groom! So this business card probably won’t end up in the trash. Don’t use a traditional card!

12. Maximize Your Email Management

I use Microsoft Outlook. Do not have a @hotmail or a @gmail acct for your business. Your email should be @yourphotocompany.com in order for you to appear professional. Treat email as an integral part of your business. I have very detailed and organized contact cards. I have a vendor folder, client folder, etc. If I need to get a hold of someone it takes seconds to find their contact information. Organization is a MUST in marketing!

13. Be Accessible

Nothing bugs me more than leaving a message with someone I’m trying to hire! I use my cell number so that I’m almost always accessible. If I don’t answer the phone one of my employees takes the call. If someone sends me an email they’ll get a timely response. My contract provides my cell number with permission to call anytime, as well as storing the number in the client’s phone for easy access.

14. Be Creative in Your Marketing

For example, mywedding.com called me to advertise with them. With a little research I found 45 photographers advertising in this particular city. To set my business apart from all of the other photographers, I asked if I could advertise in the Reception section. It was a good idea. I was the only photographer on the reception page and got a number of calls.

15. Your Attitude is What People Remember

Always, always have a good attitude at weddings. Have fun!!! You’ll be known as a fun photographer. If something doesn’t go your way, roll with it, it’s part of life. I hear stories of photographers blowing their lids for the most stupid things. You’ll get a ton of referrals because of your fun attitude.

16. Provide Slideshows for Reception Sites and Other Vendors

We shoot at the same locations quite a bit. We compile a portfolio for these particular places and make an online slideshow for them. The vendors are ecstatic with the images. They immediately put my slideshow on their website, and in turn we get calls. I do this for all the reception sites in town!

17. Be Open to Charity Work

No, not the “soup kitchen” variety… I mean, doing shoots without a charge or at greatly reduced prices to grow your marketability. For example, a friend of mine (who is an excellent videographer) and his wife are having a baby. He wants to hire me for a photography shoot of the baby in the hospital. I’m doing it for free. Why? This particular videographer sends out a newsletter to 2,600 people and he’ll be putting my photos on his newsletter – with my name splashed all over the place. Another example: Our church has an attendance of 5,000 people. The head of the Children’s Education Committee wanted to hire me to photograph a program that my kid was in. I refused to let him pay. These photos with my name on them are going into a program that 5,000 people will see. To avoid being taken advantage of, do charity work for a particular person or group only once. If they ask a second time, don’t feel badly about charging them. Be charitable, but protect your business.

18. The Six Month Rule

There is an unwritten marketing rule called the 6 Month Rule. It typically takes 6 months from the start of a marketing campaign or “drip” campaign to officially start seeing results. If you set goals for yourself, you’ll see results in about 6-8 months. So be patient. What are your goals? Higher Google placement? More bookings? More inquiries? Stronger vendor relations and referrals? More name recognition? The reality is that it takes…. 6-8 months. Study, plan and implement. In 6-8 months you’ll start seeing the results. Cultivate relationships and with time, they will grow. More inquiries are your goal? Be more visible. Get your name out there through the methods above. Meeting goals will substantially increase your income. But don’t think meeting those goals will bring you automatic success. I spend at least an hour a day doing something with marketing or networking, such as supplying vendor photos and staying in touch with networking contacts. I have a laundry list of things I do to stay on top of the inquiry chain.

19. Join Reputable Organizations

It’s always a good idea to stay in touch with your business community. Belonging to organizations works for me. This is an area that you’ll have to research a bit in your own city. Some worked for me and some did not when I researched myself. I also belong to a couple of photographer organizations like the ISPWP or International Society of Professional Wedding Photographers. It’s another way to stay in touch with your photography community on a broader scale.

20. Be a Student

I consider myself always a student of my profession. I am always studying, learning, and trying new things. The way to study is by studying websites of other photographers and wedding photography contest galleries. The morning of a wedding, I am looking through websites. It encourages me, and gets me excited. ISPWP has an excellent database of photographers.

21. Always. Be. Marketing.

Never think for a second that you don’t need to market yourself. And never, never, ever think you’re better than everyone else. I was talking to a veteran photographer the other day and he asked me how many weddings we had booked for the coming year. He said he only had 1 booked, and had seen a huge decline in business. He never does a bridal show, never advertises, never puts his name out there, and most importantly never goes the extra mile. He thinks his name and previous reputation will get him through. But there are a lot of good photographers out there right now. And they are all looking to sweep away your clients. So, market yourself and reinvent yourself and your business to stay current in the industry. Don’t take for granted that you can slide through a competitive business arena in a difficult economic time.

Matt McGraw, Wilmington, North Carolina Wedding Photographer
Website: Matt McGraw Photography | Email: matt@mattmcgrawphotography.com | Phone: 910-538-6201

Did you have some of your own marketing tips? Leave your comments at the bottom of the page!

Wedding Photographer Contact Information:
Matt McGraw, Wilmington, North Carolina Wedding Photographer
Website: Matt McGraw Photography | Email: matt@mattmcgrawphotography.com | Phone: 910-538-6201

Check out the ISPWP Wedding Photographer Directory for photographers serving your area.