The industry has changed a lot in that time, and today Scott joins me to share how his lead generation system keeps him busy — actually providing him with so many leads that he has enough to share with his photographer friends!
(Here are the highlights, but you can watch full conversation below or listen to the full episode on the Momentum podcast).
What is Lead Generation?
Today, lead generation really boils down to collecting an email address from prospective clients. All online marketing centers around that one, simple goal. Unfortunately, a lot of photographers aren’t taking the right steps to get more leads.
If you’re spending your time making your website prettier or simply adding new images, you’re missing the mark. Potential clients need context and pictures alone, don’t help site visitors connect with you.
To connect with people, you have to be personal and share your story but you also have to give them something of value that they’re interested in. When you do this, they’re much more likely to share their email address with you.
Scott says, “Getting leads gets customers. If you don’t have leads, you don’t have customers. If you want to grow your business you have to get leads. It starts there.”.
Lots of Traffic but Not Enough Bookings?
If you find that your photography website is getting a lot of traffic but few inquiries or bookings, it is likely that the value and connection that site visitors are looking for simply isn’t there.
There are so many photographers and to stand out, you have to show people why you’re the best person for them to give their business to. How can you do this?
A good foundation for a lead generation strategy is to create educational blog content. For wedding photographers, this might be posts about vendors that you would recommend or advice about wedding day planning. You can write a blog post for each type of vendor and then take each of those blog posts and turn it into a free guide that you can share in exchange for an email address.
Whether you send the guide as a PDF or use StickyEmail to send it out as an email sequence, you’re offering something tangible that established your expertise.
Nurture the Relationship
It’s important to take your time and nurture the relationships that you are forming. Don’t ask for the sale too soon. You have to show the value over and over before you start your sales pitch.
if you’d like to learn more about lead generation from Scott, check out his course More Leads More Clients. Scott will teach you how to create a set it and almost forget it marketing system that works while you sleep.