The last (and first!) marketing plan you’ll ever use…
How a frustrated IT guy, on the brink of bankruptcy, threw away all the marketing snake oil and accidentally discovered the amazing, 5 Step Formula that turbocharged his photography biz…
If you’re like me, you love making photos. After all, that’s why we started a photography business isn’t it? — That and having fun making money of course.
I don’t know about you but I came from an IT background. For 30 years I’d been dealing with cold, hard, logical facts. So the thought of sitting down, for days on end, tearing my hair out trying to get a handle on the black art of marketing didn’t exactly float my boat. I read a ton of books, watched hours of YouTube videos and even tried seminars and courses. Nothing really worked. Sure, I had a little bit of success but nothing like my hopes or expectations. The theory just wasn’t delivering the results.
What was going wrong?
90% of the time I stumbled at the first or second hurdle. If I did manage to get past the “What are your goals?” bit, the “Who are you?” section would stop me dead in my tracks. It felt like my boss or one of my teachers was looking over my shoulder with a disapproving eye. I found myself writing unachievable goals and generic, predictable answers that I simply didn’t see the point of. On the rare occasions I got past these barriers I ran headfirst into the “Customer Avatar” which banged the final nail in the coffin.
In short, I felt like I was wasting my time. I didn’t see the point of this esoteric nonsense nor how it would help me. By the time I got to the planning stages of the plan I already didn’t believe in it. Clearly, my marketing was never going to deliver and I’m amazed I got any results at all.
The bad news is you do need to write a marketing plan — at least if you want to drive your business rather than bumble around thankful of any crumbs that fall your way.
The good news is we have a solution that cuts through all the irrelevant garbage loved by the marketing academia and large corporations. Instead we focus on the 5 key steps, in the order you need, to create a coherent marketing plan you’ll not just write but actually use within your photography business.
Marketing plans used to be boring, impractical and useless. The kind of document you’d write as a box ticking exercise, file away in a dusty corner of your hard disk and completely forget about — not any more…
What if your marketing plan was a useful document?
What if your marketing plan was a real plan that you could implement?
What if you could see and measure the effect it was having on your business?
That’s just what theLightMatters Photographers’ Marketing Plan was designed to do. How does it do it? It looks at the…
5 steps to a create useful marketing plan…
- Step 1: Identify your ideal client — Who buys your stuff? Who are you marketing to?
- Step 2: Lead generation plan — Where can you find them?
- Step 3: Conversion plan — What do they need to see/hear from you in order to buy?
- Step 4: Your sales proposition — Why do they buy?
- Step 5: Your marketing goals — What do you want/need to achieve? Will this plan deliver it?
We looked at everything the marketing experts were telling us to do then threw away all the dross that didn’t directly add value to create 5 easy to implement, quick to write steps. What’s more, they’re steps that follow the same journey your prospects take into and through your sales funnel where they drop out the other end as clients.
The better your content for steps 1 to 4, the more clients you’ll create. The more realistic and believable your goals are, the more likely you are to drive your marketing. That’s why we put them at the end — so you derive your goals from your plan, not your plan from your goals. They’re a sanity check: if your goals won’t deliver enough for your business, revisit your plan.
Does it work?
Take a look at these charts. They’re my lead generation results as of mid-July, 2017. I re-wrote my marketing plan back in January and implemented it in February. The results speak for themselves. 2015 to 2016 saw little growth and in the 6 months from February to July we’ve seen a steady upward trend in page views and visitors to theLightmatters.com. We’ve already surpassed the traffic we had for the whole of 2015 and should do the same for 2016 in the next week or so.
Last week, the second week in July, we had more views and visitors than the whole month of February. In just one week! At this rate of growth theLightMatters.com will more than double it’s traffic from 2015 and 2016 by the end of 2017 and could even quadruple it.
What about conversion rate? That’s increased substantially when compared to previous years. Again, the first half of 2017 has already exceeded the 2016 figures and smashed those from 2015. This adds up to a forecast 3x growth, year on year, from 2016 to 2017.
What does theLightMatters Marketing Plan give you?
Structured planning approach that leads you through the whole process making it easier to capture useful ideas and data to start marketing your business.
Logical, intuitive layout that follows the flow of leads into and through your funnel — lets you see results quicker: start getting your lead generation plan working before you’ve finish your conversion rate plan.
Guidance text that asks relevant questions to you, as a photographer — we’ve thrown out all the vanilla ‘one size fits all’ stuff so you can focus on what really matters to you and your business without running out of ideas or getting stuck.
Written to be implemented by you for your business. This isn’t a manuscript for corporate management full of arcane marketing idioms and bullshit nobody gives a damn about. It’s a living, breathing plan that you can and will follow.
Designed to produce a good, sound marketing plan to kick start your business. Find better leads. Convert more clients. Grow your profit.
Create useful marketing goals derived from your plan that are realistic, easy to track and tell you how hard to drive your marketing effort — you’re significantly more likely to achieve a goal you believe in than one you don’t.
Avoid the feast-famine roller coaster ride by generating a consistent, low overhead marketing plan that drives new clients to your business.
If you’re struggling to get your photography business off the ground…
If you’re stuck trying to market your images…
If you don’t know how to get more clients…
…you absolutely need this marketing plan
Try our free sample. Get the first few pages and contents list as an evaluation copy. Just select “FREE Sample for evaluation” in the “Choose an option” box above and click ‘Add to Cart’