In order for your photography business to thrive, you need clients (duh Kara), preferably, you need your ideal clients. But, how do you get those clients? When I ask seasoned photographers what they wish they had known in the beginning of their journey, a lot of them tell me they wish they would have started growing their email list sooner. Building a strong email list will allow you to easily communicate and connect with your ideal clients.
So, how do you get these magical clients to sign up for your email list? LEAD MAGNETS.
What Is A Lead Magnet?
If you’ve never heard of a lead magnet before, don’t worry, most people know exactly what it is – they just don’t know the sexy marketers name for it. Never fear – I’m going to break it down for you. First things first, a lead magnet is a free item or service that you offer potential photography clients in exchange for their contact information (their email address).
Once you have a potential client’s email address, you can easily share sales, specials, information, or updates, that might entice them to book a session with you, or share your details with friends and family. Having an appealing website and a stunning portfolio is great, but most people don’t take action on their first visit to your website. Basically, they need to be reminded that you exist (enter: emails =)).
Lead Magnet Ideas
So, now that you know what a lead magnet is, how do you come up with one that works for your business? If you take one thing from this article, take this: lead magnets need to provide VALUE. If a client is willing to give you their contact information, they want valuable information in return. So, ask yourself, how can you provide value to your clients? How can you show them that you have their best interest in mind whether they book with you or not? A good place to start is your FAQs. What do your clients ask you the most? Or, think of what you would want to know if you were hiring a photographer.
For example, if you’re a wedding photographer and your brides are constantly asking you what they should bring with them on their wedding day, a wedding day checklist would be a great lead magnet idea. Or, maybe you’re a family photographer, and your clients want to know how they should prepare their kiddos for a photoshoot. Providing a step-by-step guide would be super helpful to moms and dads who have young kids and want to have a smooth photo session. With both examples, you’re providing your client with helpful information and offering value.
Make It Easy
Once you have your lead magnet idea, and you’ve created a downloadable document that’s visually appealing and easy to read, you have to deliver. Clients will get frustrated if they have to jump through hoops to receive their information. Once they enter their contact information, automate your response so you can deliver their freebie right away. When they open your email, make it as easy as possible for them to download their guide or checklist right away.
Again, as long as you’re providing your potential clients, and current clients, with value, you can’t go wrong! Help them solve a problem. Make it worth their while to give you their contact information. To them, if you’re willing to help for free, it shows that you truly care about their experience and you’re not just in it for the money.
Want to organize and beautify your emails and lead magnets?
My Go-To Email Platform
Flodesk is my go-to email marketing platform for photographers. Not only that, I use it exclusively with Tografy. It’s drag-and-drop, extremely easy to set-up and even simpler to use. It features tons of beautiful templates that are all customizable, and let’s face it, as a photographer your goal is to feature your work as beautifully as possible in as many spaces as possible – and Flodesk lets you do just that! If you’re a part of Tografy Tuesday’s (free weekly business education for photographers) chances are you’ve been seeing emails formatted and run through Flodesk!