This step is all about getting organised… gathering up everything you need, so you can publish your content quickly and consistently to promote your business. Today we’ll get your information sorted, and next week we’ll organise some photos and artworks. First though, we’ll take a quick look at what we’re working towards…
Your Marketing Datasheet
Your Photography Web Network
Most photographers a a little bit naive when they start out online. They think if they build a nice looking website, people will see their work and buy it. If you built it they will come…
The fact is, building a website is simple… compared to what’s required to get people to visit it.
A lone photography website is going to be virtually invisible, unless you have the option to work full-time promoting it, or spend a small fortune on paid traffic. Neither of which is a practical option.
The path we recommend is to take strategic steps to extend your website’s reach, and improve it’s authority and engagement. Those are things we’ll be helping you with in future modules. For now though, I want to take a few minutes to give you a big picture look at the kind of ‘network’ approach you need to take to make it happen.
The video below shows you the two key sections that make it happen, with a very quick look at some of the components you can add to suit your business.
It’s Not As Complicated As It Looks!
Now this might look like it’s going to take a lot of work to set up and manage, but don’t let that worry you… the Marketing Datasheet we’ll prepare next will make short work of the set up, and as we put it all together you’ll also see I’m big on set-and-forget wherever possible and using automation tools everywhere else.
When we start looking at the individual profiles and pages, you’ll see that we work in small simple steps… where each task completed is adding real value to your business without adding to your on-going workload. So as much as I hate saying ‘trust me’, please do trust me, complete the preparation below and we’ll start on this soon…
Your Marketing Datasheet
Now it’s time to start writing down some information. The TEXT file below will prompt you for some specific length texts… from certain number of characters to an approximate number of words… these are all required… repeatedly… for different submissions we’ll be making. So it’s worth doing it properly before we start.
A few considerations…
Save the Datasheet as a Text file on your computer. We don’t want any formatting at all here, so DO NOT use a Word Processor. That risks adding special characters that could mess with your data, plus it slows down the process. If you use a text file it opens in a second or two when you need it, instead of waiting for a minute or more for MS Word to launch.
Write For Photo Buyers, not Photographers. Don’t fall into the trap of using photographer-jargon…or writing to impress other photographers… this is all about the buyers. You need to be talking content not technique. What content have you got that a buyer might need, what skills have you got that a buyer might need, what services do you offer that a buyer might need… focus on your end users and think about the words and phrases they might type into Google if they need something you can offer.
Refer to your Keyword Research results. We are looking for lots of relevant content… in broad terms that’s going to be your main fields of work, but you should also work in plenty of more specific phrases related to that.
Don’t try to cover EVERYTHING. Focus on your #1 key field of work and all the subjects related to that. If you spread yourself to thin by trying to cover all bases, you’ll fail on all bases. Don’t worry… we’ll show you how to promote your secondary interests as well, but leave that for now!
Strip out any talk of Camera Gear or Photographic Techniques… unless they are actually relevant to your target audience. Even then don’t talk about the gear or technique, talk about how that creates something unique for your buyer. ie. instead of describing the tech specs of your drone, talk about why the unique aerial perspective is good for your buyer.
Consistent business details are essential. Any time you are prompted for business name, address or phone information (NAP) , you should make sure it it IDENTICAL. Long story short, you won’t get ‘credit’ for a listing if any of those three are different. Even something as minor as adding dashed to your phone number can impact your results! The other common mistake I see is the mixed use of photography, photographer, photographics in a businessname… pick one and stick with it.
Copy FULL web urls from the page. You only need to do this once, so make sure you open the web page you need and copy the full url (including the http:// part) into your Marketing Datasheet. There is nothing worse than discovering you’ve made a typo and a link doesn’t work… and wondering if you made a similar mistake somewhere else?
Add To This Regularly! Consider this a work in progress… add to it, tweak it (not the NAP of course) and each time you create a new web profile or listing, add the relevant links and RSS feeds to your Datasheet.
- Marketing Datasheet Template. This is the blank text file with headings and notes… start with this, fill in the blanks and delete the notes when you’re done. Make sure you save it locally and save a backup somewhere else when you’re done!