Using Facebook successfully to reach more potential clients and develop long-term relationships with them isn’t as difficult as you might think. Your challenge, undoubtedly, is the same as many professional photographers; you need specific Facebook marketing tactics that have proven to work for other companies. What they’ve learned is that Facebook marketing requires that you engage with potential clients on a personal and emotional level.
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For example, you’re a professional wedding photographer. People are attracted and linked to your Facebook because they have some interest in weddings or wedding photography. Instead of just telling them about you and sharing some sample images, develop a schedule of live chats with experts/professionals with knowledge of every aspect of weddings. These could include wedding consultants, dressmakers, florists, musicians, bakers, etc. Promote your live chats in advance via Facebook and make sure you include a photo of your guest. It personalizes your chat and increases your EdgeRank. Post another message, as you’re about to start the live chat, describing the topic and welcoming questions for your guest.
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Your Facebook fans will have a mild interest in your “Wedding Photo of the Week,” but what will motivate them to participate at a much higher rate is to ask them questions about their wedding plans or how couples met. “When is your wedding and why did you choose that time of year?” “Where did you meet your fiancé?” “What kind of tuxedo <wedding dress> are you planning to wear?” “What are your honeymoon plans?” You could also ask general wedding questions if some of your fans are not planning a wedding. “What do you like most about weddings?” “What was the best location for a wedding you attended?” More than one company that engages with people on Facebook with this method has generated much more traffic and comments than another “Photo of the Week.”
Try to make your questions as simple as possible to answer, even just “Yes” and “No.” Facebook fans are not interested in writing a dissertation, but to participate quickly, which is also helps to increase the number of people participating, maximizing traffic for you.
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Strive to connect with your Facebook fans as individuals. Responding to their comments with the use of their names has also proven to strengthen relationships with potential clients on Facebook. They know and appreciate that you’ve broken the bonds of a simple business-to-customer communication. This personal engagement and familiarity will generate more long-term posting than a Facebook page that seems to be just about you addressing an amorphous group of people.
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An excellent method for any professional photography, but especially high school senior portrait photographers is to ask your Facebook fans (which could be teens and/or parents) to comment on topics that relate to their lives. Create a weekly straw poll about a teen issue, such as dating, bullying, alcohol or drug abuse, athletics, etc. Ask teens about their educational and/or career plans following high school graduation. As you receive response, utilize the method in #3 above and engage with each respondent personally. Teens are eager to find adults who will listen to their opinions; and you develop a closer relationship with them if you are one of the few.
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When you do post content about your professional photography business, downplay the business aspect and share some thoughts that humanize your business. Write about what occurs behind the scenes, especially if you have employees or interns. Give them opportunities to engage with your Facebook fans, too, (under your supervision) with posts about what they do for you, how they serve the business’ clients and any interesting or funny stories about a specific photo shoot. Posts could also include photos of you and/or your employees and interns doing their work, or how the group relaxes after an all-day, difficult shoot.
With these 5 Facebook marketing tactics, you should be able to develop similar ideas or some specifically for your professional photography business.
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