I Don’t Do any Advertising; All I have is a Blog

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lizzyc1.jpgA Guest Post by Elizabeth Bull

I don’t consider myself to be a blogger, but I’ve found that my business blogs are my most powerful marketing tools. This may be quite a strange concept in the digital world, with the likes of real-time website analytics, visitor tracking and such, but in my business we don’t measure the success of our web presence by the number of page views we receive or the number of comments posted. Instead, I measure its success by the type of clients that we book and how educated they are about our products and services when they approach us.

About Us

I own and operate two successful Melbourne-based photographic businesses. The specialty of both businesses is photographing people in a relaxed manner, which illustrates their own personality and style. Lizzy C Photography primarily shoots weddings, while Commercial Focus was established to serve the commercial and corporate photography market.

Educating the Client

With two busy photographic studios, it can be hard to stay on top of the constant stream of enquiries. Our blogs help to illustrate our photographic style and show potential customers the type of clients with whom we typically work. As a result, most potential clients are already educated as to our products and services before they ever contact us directly. We don’t need to do a hard sell; they’ve seen the images and heard the story. They contact us because they know that we are right for them and, in many cases, know exactly what they want and how we can help them achieve it. A result of this we do not need to spend time that we don’t have responding to tyre-kickers.

The blog helps us to attract like minded clients

It’s Hard to find the Time – But it’s Worth it!

As a photographer, it can be difficult to find the right words to accompany the images; however the overwhelming positive feedback I get from my clients, both current and future, tells me that it is all worth it. Even potential clients love hearing the inside story, so much so that they often feel like they know them and mention them by name when they come in to meet us!

How it Works:

Lizzy C Photography

After we have finished photographing a wedding, we publish a selection of the best images in a story format on the blog as a special sneak preview for the couple, their friends and their family.

As many as a 100 images are carefully selected to both represent our style of photography and to tell the story of the day. I assemble this collection of images and write the accompanying words, which tend to be my thoughts and personal insight into the couple and the wedding itself. This is one job that I don’t feel that I can outsource, because I feel that it’s the personal touch of someone who was there on the day that makes it so effective. (That doesn’t mean that I don’t want to hand it off sometimes; some posts can take a whole day of work to put together!)

We find storyboarding the images in a blog post illustrates to our clients what we do much more effectively than one hero image in a web gallery.

It Helps get the Word Out

I encourage couples to send the blog post to their family and friends. We often receive heartfelt comments from people close to our clients.

The following lovely comment was posted on our blog by a family member:

As Jessie’s aunt living in England viewing these very special photos was as good as being there with all the family and friends for a very unique day. The photos capture a real sense of the day’s fun and beauty with everybody looking happy and relaxed.

It Helps with Sales

When the couple eventually visits my studio for a viewing session to see all the images from their wedding day, the images featured on the blog tend to be their favourites because they’ve had time to develop a connection to them, and because they are usually the images that best capture all the highlights of their special day. As a result, the blog images are often the ones that make it to the wedding album. As an added bonus for us, many wedding suppliers such as venues, florists, caterers, and so on, send the blog post to their client base to showcase their involvement in the wedding. This leads to a strong referral base for our business and has been a big part of our success.

We have found that many of our clients spent time browsing through the weddings featured on our blog before making contact with us. This is good for us, because helps us to attract new clients that are similar to our past clients. (In other words, clients that we enjoy working with!)

Commercial Focus

Our blog for Commercial Focus isn’t actually called a blog anywhere on the site. We refer to it as our featured clients or client showcase to fit with the style of language used throughout the site. In spite of this, it works pretty much the same way as the Lizzy C Photography blog. Potential clients get the opportunity to see what we’ve done for other clients. We typically display multiple images from the same client job, along with a short written brief and feedback from the client, to provide a detailed overview of the shoot and the finished product. Most of our current clients are excited at the idea of being featured on our site. (It certainly doesn’t hurt their brand awareness!)

We encourage clients to visit the “featured client” post throughout the site with thumbnails and descriptions on the front page and the gallery page.

Elizabeth Bull has established and built two successful Melbourne photography brands through her unique shooting style for her wedding and commercial/corporate clients. Connect on with Elizabeth on Facebook and Twitter.

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  • raghavendra

    I visited both the sites.
    In the normal wedding sites, all the pictures if brides will be showcased.
    In your site it is said as a story. that’s too good 🙂

    http://raghavendra-mobilephotography.blogspot.in/2012/02/wall-painting-of-day-and-night.html

  • All I also have is a blog, but then I am not a professional photographer. I am a big fan of blogging and believe in it.

    http://blogs.gonomad.com/traveltalesfromindia/2012/03/neighborhood-bird-watch.html

  • K

    I have a photography blog to. It’s nice to know that people from all over the world look at your photos.

  • Elizabeth, I like your idea of not calling your commercial site a blog, but rather a client showcase. I may think about making a separate site myself as I very rarely photograph portraits or weddings anymore, mostly just commercial work.

    I put up a blog post about pretty much every job I do wording titles, anchor texts and images so that someone looking for similar work in the St. Petersburg area can hopefully find the blog post and hire me. My blog page by far gets the most views of any page on my site, even more than the home page itself:

    http://jasoncollinphotography.com/blog

    I try to put up as many as five blog posts a week, more if I can, sometimes less if there is not much time or content.

  • Interesting to hear how it narrows possible clients for you.

  • I also just blog, but I am also not a “pro” I just really enjoy photography and like to share my photos…and then there is the ego boost from people looking at it and leaving comments.

  • You nailed it. It brings in the clientele YOU WANT. Thank you for finalizing my decision:)

  • We operate a blog as well, and I very much agree with you that it gets more traffic than our website and facebook combined. In fact I have no idea how we operated without it! One good point you brought up that I didn’t think about, that the blog educates the client. I haven’t thought about it that way before and I think that’s very insightful. Great post!

  • I’ve been waiting for an article like this! Thank you! I’m working on my wife’s artist website and it’s been really hard to convince her about the importance of a blog. I’m hoping this will give her a little bit of insight of the power that blogging has on any business!

  • Great article Liz. Looking at your blogs, I think the key is to do it really well – as you do. Excellent advice for any creative business.

  • I don’t do a lot of paid work, but I have gotten some referral work from my blog. Definitely worth having.

    jeffejensen.blogspot.com

  • I agree with you. I am working my way into professional photography. All I have right now is a blog; the website will come later.

    It really is a great showcase. I have had people in Russia, Malysia and Germany take a look at my blog. It would be hard to showcase your work over that wide of an area without it.

  • This is so GREAT to read! I have a working from home blog and this is just another great example of someone who is using the Internet to help them in their business!

  • Thanks for the invaluable tips. There is so much about blogging out there, but little specific uses of a blog, as you list here. It makes sense to follow a wedding with a blog post that makes the bride and groom more emotional about their photos, which later translates into more photo sales. Good luck!

  • I want to thank you Elizabeth so much for this post and your deep insight into doing busniess right as it has inspired me so much to take a fresh look at things I do. What is particularly great about your advice is that things you do are very simple ones and everyone can imply them into their own business. To promote one’s work this way, it doesn’t need any special money or hiring marketing company to do work for us. And … in the end, nobody tells better and more honestly about our work than we do:) You are doing wonderful job!:) All the best, Danka

  • Thanks for this article. Very helpful.

    I’m just wondering if you have permission (either verbally or in a contract) to display these images on your blog or Facebook, or do you just do it without express agreement because they’re your photos and you have the right to use them as you wish?

    I have photographed a lot of children (paid assignments) at various events and some parents don’t want their children’s photos on the internet. I always ask, but with adults and commercial projects I suppose it’s different. Can you explain how this works in your business?

    Many thanks again.

  • Charley

    Blogging is a very useful tool, but I want to point out that it’s really important that the blogger use correct spelling, grammar, and punctuation. There’s’ nothing more unprofessional than reading a professional blog full of errors. Most of the readers probably won’t notice the errors, but I assure you that a good percentage will. So either hire a proofreader or find someone who can do it for you!

  • Charley

    I purposely inserted several errors in my paragraph. Can you find them?

  • Great Article Elizabeth. We struggle sometimes to get our blog going. But we know how important it is to SEO marketing as well as connecting with your clients. Blogs are definately not something you can outsource. You must dedicate time out of your busy schedule to get things up there. It amazes me to see other photographers who do not use their blog at all. Their most recent post is possibly 3-6 months old. Well, great job on the article.

  • Richard Harlos

    Congratulations, Elizabeth, on finding a niche presence in the photography world. The casual emphasis comes through very well in your guest post here.

    While I hesitate to do this, perhaps others will benefit from me taking a moment to address “charley” and his/her silly notions…

    Charley, while it’s “really important” to you that a blogger uses “correct spelling, grammar, and punctuation,” don’t project your particular hierarchy of values onto others. Consider the case of a man who has realized some deep philosophical truth but who also suffers from a speech impediment. Do you discount the message because it’s not all wrapped up in some ‘professional’ attire? If you don’t, then you just invalidated your own message in the comment above. But, if you do, then you’re guilty of committing an ad hominem-type of fallacy: judging the message by the person through whom it comes.

    Unlike you, Charley, some people learn to read between the lines as they mature. They understand that a misplaced comma doesn’t invalidate the value of what they’re reading. And when you finally learn to do the same, you can stop posting such silly, self-serving comments as the two that you shared here. G’day to all 🙂

  • Good idea, Elizabeth, in not calling your blog, ‘blog’. I’ve often wondered whether we members of the blogosphere haven’t overused that term to the point where it doesn’t ring personal any longer. And since the whole point of your blog was to make the post wedding presentation more personal, this is a smart refinement that I will definitely learn from. Thanks.

  • Karen

    I have found Lizzie’s wedding photography blog independently and put her at the top of my list for ‘wanting to work with’. I love the style of the blog, I love the style of the photography, I love the connection that is tangible in the introductions. An excellent service for any couple. My not-yet-pro experience regarding ‘sneak peak’ photos has been the same – where they have become the favourites, emotionally connected.

  • Carl May

    I have a specialized stock photo agency and do not blog at all. What I do have in common with this young woman’s approach is a focus on promoting to actual customers for our images (or, in her case, photographic services) rather than slinging wet cement about the entire online world in the hope a bit of it will stick to a wall somewhere. Most photographers, professionals as well as amateurs, and distributors of images have allowed themselves to be led into extensive marketing and sales mazes from which only a few emerge with more money than they had when they started out. The only ones who consistently benefit are the people operating the mazes. Smart, efficient, effective sales and marketing efforts that focus on real clients and potential customers rather than numbers of arbitrary hits and downloads are one proven way to increase one’s odds of establishing a small photographic business that lasts for more than an *augenblick*.

  • Let me begin with the fact that I am extremely flattered by the feedback I’ve received about my article. I am here going to try and answer/reply to all comments and questions. So sorry about the delay. But it’s a busy season at the moment but I feel the comments have been so thoroughly thought out that It is important that I respond (I thank you for your patience) and sorry I am not as eloquent as you guys!!

    @raghavendra Thank you for your lovely comments and for taking the time to visit my websites. I appreciate that you see the story I am always endeavouring to tell.

    @Mridula Good luck with your blog!

    @K and @Marcus Davis It is true a blog gives you a global audience

    @Jason I am impressed with your blogging schedule. I wish I had the discipline to blog 5 times a week.

    @Jimmy That’s great that you blog too, you don’t need to be a professional to blog your photos. Too true, comments are very flattering!

    @hubblefromthesun and @Victoria Pleased to hear you enjoyed the post and agree it a good way to narrow down clients and educate them on what you do.

    @Jimmy Fantastic to hear! I am so pleased you’ve picked up some tips to apply to your wife’s website.

    @kate james Thank you! I agree what I’ve learnt can be applied to all types of creative businesses.

    @Jeff Jenson That’s fantastic that your blog has generated work for you!

    @Rose Thank you, so pleased to hear you enjoyed the article!

    @Yuba City Photography Thank you for your thoughtful comment. I am glad you were able to gain some invaluable tips from it!

    @Danka Oh my gosh Danka, I am flattered that you have been inspired by my post. I completely agree with you, that sometimes the simple things are the most effective. Good luck with your endeavours!

    @Gordon Blackler Pleased to hear you found the article helpful. To answer your question. Yes, I believe it is very important to gain permission from your clients before you post their images online. Especially when working with children. We cover ourselves by using media releases for commercial clients and include that we will use the images in our quote terms and conditions. For wedding clients it is in the wedding contract (which they sign), we send an email rechecking they are happy with this and in discussions with our client we make sure they are happy with them using their images publicly. If the client does not wish us to put their images online we will NOT do so.

    @Charley I agree with you it is very important to avoid grammatical and spelling errors. Being a terrible writer, I always try and get my words proof read and checked and try to minimise these errors. It is important as I think it shows professionalism and attention to detail. I don’t know if it is the most important thing though!

    @Lorenzo Gonzalez I agree it is very hard to fit in blogging and it is important that it is kept up to date. I have found that adding it to my work flow has helped tremendously! It means I can’t move on to the next step until it’s done!

    @ Richard Harlos Thanks for your lovely comment Richard. I am pleased to hear that my niche presence comes across!! I like to think this is what I place an importance on. Unfortunately I can’t be something to everybody!

    @Roseville Photographer What a lovely thought out comment. Pleased to hear you’ve taken something from the article.

    @Karen Shucks you are too sweet! I am flattered about what you’ve said about my work and really happy to hear that you enjoy my style. All the best!

    @Carl May Well said! It’s great to hear that in your industry the same can be applied and is reassuring to hear others working on a similar principle.

  • Good day! This is my first comment here so I just wanted to give a quick shout out and
    tell you I genuinely enjoy reading through your articles.
    Can you recommend any other blogs/websites/forums that deal with the same subjects?
    Thanks for your time!

  • HappyBigKnows

    This is very helpful. I haven’t started my blog yet, but it’s in the works. Reading this i see how I can utilize this for my photography business. Thanks.

Some Older Comments

  • Seprince Review April 26, 2013 02:03 am

    Good day! This is my first comment here so I just wanted to give a quick shout out and
    tell you I genuinely enjoy reading through your articles.
    Can you recommend any other blogs/websites/forums that deal with the same subjects?
    Thanks for your time!

  • Elizabeth Bull April 11, 2012 05:03 pm

    Let me begin with the fact that I am extremely flattered by the feedback I've received about my article. I am here going to try and answer/reply to all comments and questions. So sorry about the delay. But it's a busy season at the moment but I feel the comments have been so thoroughly thought out that It is important that I respond (I thank you for your patience) and sorry I am not as eloquent as you guys!!

    @raghavendra Thank you for your lovely comments and for taking the time to visit my websites. I appreciate that you see the story I am always endeavouring to tell.

    @Mridula Good luck with your blog!

    @K and @Marcus Davis It is true a blog gives you a global audience

    @Jason I am impressed with your blogging schedule. I wish I had the discipline to blog 5 times a week.

    @Jimmy That's great that you blog too, you don't need to be a professional to blog your photos. Too true, comments are very flattering!

    @hubblefromthesun and @Victoria Pleased to hear you enjoyed the post and agree it a good way to narrow down clients and educate them on what you do.

    @Jimmy Fantastic to hear! I am so pleased you've picked up some tips to apply to your wife's website.

    @kate james Thank you! I agree what I've learnt can be applied to all types of creative businesses.

    @Jeff Jenson That's fantastic that your blog has generated work for you!

    @Rose Thank you, so pleased to hear you enjoyed the article!

    @Yuba City Photography Thank you for your thoughtful comment. I am glad you were able to gain some invaluable tips from it!

    @Danka Oh my gosh Danka, I am flattered that you have been inspired by my post. I completely agree with you, that sometimes the simple things are the most effective. Good luck with your endeavours!

    @Gordon Blackler Pleased to hear you found the article helpful. To answer your question. Yes, I believe it is very important to gain permission from your clients before you post their images online. Especially when working with children. We cover ourselves by using media releases for commercial clients and include that we will use the images in our quote terms and conditions. For wedding clients it is in the wedding contract (which they sign), we send an email rechecking they are happy with this and in discussions with our client we make sure they are happy with them using their images publicly. If the client does not wish us to put their images online we will NOT do so.

    @Charley I agree with you it is very important to avoid grammatical and spelling errors. Being a terrible writer, I always try and get my words proof read and checked and try to minimise these errors. It is important as I think it shows professionalism and attention to detail. I don't know if it is the most important thing though!

    @Lorenzo Gonzalez I agree it is very hard to fit in blogging and it is important that it is kept up to date. I have found that adding it to my work flow has helped tremendously! It means I can't move on to the next step until it's done!

    @ Richard Harlos Thanks for your lovely comment Richard. I am pleased to hear that my niche presence comes across!! I like to think this is what I place an importance on. Unfortunately I can't be something to everybody!

    @Roseville Photographer What a lovely thought out comment. Pleased to hear you've taken something from the article.

    @Karen Shucks you are too sweet! I am flattered about what you've said about my work and really happy to hear that you enjoy my style. All the best!

    @Carl May Well said! It's great to hear that in your industry the same can be applied and is reassuring to hear others working on a similar principle.

  • Carl May March 20, 2012 09:35 am

    I have a specialized stock photo agency and do not blog at all. What I do have in common with this young woman's approach is a focus on promoting to actual customers for our images (or, in her case, photographic services) rather than slinging wet cement about the entire online world in the hope a bit of it will stick to a wall somewhere. Most photographers, professionals as well as amateurs, and distributors of images have allowed themselves to be led into extensive marketing and sales mazes from which only a few emerge with more money than they had when they started out. The only ones who consistently benefit are the people operating the mazes. Smart, efficient, effective sales and marketing efforts that focus on real clients and potential customers rather than numbers of arbitrary hits and downloads are one proven way to increase one's odds of establishing a small photographic business that lasts for more than an *augenblick*.

  • Karen March 16, 2012 02:41 pm

    I have found Lizzie's wedding photography blog independently and put her at the top of my list for 'wanting to work with'. I love the style of the blog, I love the style of the photography, I love the connection that is tangible in the introductions. An excellent service for any couple. My not-yet-pro experience regarding 'sneak peak' photos has been the same - where they have become the favourites, emotionally connected.

  • Roseville Photographer March 16, 2012 10:09 am

    Good idea, Elizabeth, in not calling your blog, 'blog'. I've often wondered whether we members of the blogosphere haven't overused that term to the point where it doesn't ring personal any longer. And since the whole point of your blog was to make the post wedding presentation more personal, this is a smart refinement that I will definitely learn from. Thanks.

  • Richard Harlos March 16, 2012 03:27 am

    Congratulations, Elizabeth, on finding a niche presence in the photography world. The casual emphasis comes through very well in your guest post here.

    While I hesitate to do this, perhaps others will benefit from me taking a moment to address "charley" and his/her silly notions...

    Charley, while it's "really important" to you that a blogger uses "correct spelling, grammar, and punctuation," don't project your particular hierarchy of values onto others. Consider the case of a man who has realized some deep philosophical truth but who also suffers from a speech impediment. Do you discount the message because it's not all wrapped up in some 'professional' attire? If you don't, then you just invalidated your own message in the comment above. But, if you do, then you're guilty of committing an ad hominem-type of fallacy: judging the message by the person through whom it comes.

    Unlike you, Charley, some people learn to read between the lines as they mature. They understand that a misplaced comma doesn't invalidate the value of what they're reading. And when you finally learn to do the same, you can stop posting such silly, self-serving comments as the two that you shared here. G'day to all :)

  • Lorenzo Gonzalez March 16, 2012 02:34 am

    Great Article Elizabeth. We struggle sometimes to get our blog going. But we know how important it is to SEO marketing as well as connecting with your clients. Blogs are definately not something you can outsource. You must dedicate time out of your busy schedule to get things up there. It amazes me to see other photographers who do not use their blog at all. Their most recent post is possibly 3-6 months old. Well, great job on the article.

  • Charley March 16, 2012 02:10 am

    I purposely inserted several errors in my paragraph. Can you find them?

  • Charley March 16, 2012 02:09 am

    Blogging is a very useful tool, but I want to point out that it's really important that the blogger use correct spelling, grammar, and punctuation. There's' nothing more unprofessional than reading a professional blog full of errors. Most of the readers probably won't notice the errors, but I assure you that a good percentage will. So either hire a proofreader or find someone who can do it for you!

  • Gordon Blackler March 16, 2012 01:51 am

    Thanks for this article. Very helpful.

    I'm just wondering if you have permission (either verbally or in a contract) to display these images on your blog or Facebook, or do you just do it without express agreement because they're your photos and you have the right to use them as you wish?

    I have photographed a lot of children (paid assignments) at various events and some parents don't want their children's photos on the internet. I always ask, but with adults and commercial projects I suppose it's different. Can you explain how this works in your business?

    Many thanks again.

  • Danka March 15, 2012 11:01 pm

    I want to thank you Elizabeth so much for this post and your deep insight into doing busniess right as it has inspired me so much to take a fresh look at things I do. What is particularly great about your advice is that things you do are very simple ones and everyone can imply them into their own business. To promote one's work this way, it doesn't need any special money or hiring marketing company to do work for us. And ... in the end, nobody tells better and more honestly about our work than we do:) You are doing wonderful job!:) All the best, Danka

  • Yuba City Photographer March 15, 2012 04:39 pm

    Thanks for the invaluable tips. There is so much about blogging out there, but little specific uses of a blog, as you list here. It makes sense to follow a wedding with a blog post that makes the bride and groom more emotional about their photos, which later translates into more photo sales. Good luck!

  • Rose March 15, 2012 08:43 am

    This is so GREAT to read! I have a working from home blog and this is just another great example of someone who is using the Internet to help them in their business!

  • Marcus Davis March 15, 2012 02:53 am

    I agree with you. I am working my way into professional photography. All I have right now is a blog; the website will come later.

    It really is a great showcase. I have had people in Russia, Malysia and Germany take a look at my blog. It would be hard to showcase your work over that wide of an area without it.

  • Jeff E Jensen March 14, 2012 10:14 pm

    I don't do a lot of paid work, but I have gotten some referral work from my blog. Definitely worth having.

    jeffejensen.blogspot.com

  • Kate James March 14, 2012 01:08 pm

    Great article Liz. Looking at your blogs, I think the key is to do it really well - as you do. Excellent advice for any creative business.

  • Jimmy Slonina March 14, 2012 12:26 pm

    I've been waiting for an article like this! Thank you! I'm working on my wife's artist website and it's been really hard to convince her about the importance of a blog. I'm hoping this will give her a little bit of insight of the power that blogging has on any business!

  • Victoria - Washington Boudoir Photographer March 14, 2012 11:42 am

    We operate a blog as well, and I very much agree with you that it gets more traffic than our website and facebook combined. In fact I have no idea how we operated without it! One good point you brought up that I didn't think about, that the blog educates the client. I haven't thought about it that way before and I think that's very insightful. Great post!

  • Leah Brady photography March 14, 2012 11:29 am

    You nailed it. It brings in the clientele YOU WANT. Thank you for finalizing my decision:)

  • Jimmy March 14, 2012 11:15 am

    I also just blog, but I am also not a "pro" I just really enjoy photography and like to share my photos...and then there is the ego boost from people looking at it and leaving comments.

  • hubblefromthesun March 14, 2012 06:49 am

    Interesting to hear how it narrows possible clients for you.

  • Jason St. Petersburg Photographer March 14, 2012 04:36 am

    Elizabeth, I like your idea of not calling your commercial site a blog, but rather a client showcase. I may think about making a separate site myself as I very rarely photograph portraits or weddings anymore, mostly just commercial work.

    I put up a blog post about pretty much every job I do wording titles, anchor texts and images so that someone looking for similar work in the St. Petersburg area can hopefully find the blog post and hire me. My blog page by far gets the most views of any page on my site, even more than the home page itself:

    http://jasoncollinphotography.com/blog

    I try to put up as many as five blog posts a week, more if I can, sometimes less if there is not much time or content.

  • K March 14, 2012 03:22 am

    I have a photography blog to. It's nice to know that people from all over the world look at your photos.

  • Mridula March 14, 2012 02:34 am

    All I also have is a blog, but then I am not a professional photographer. I am a big fan of blogging and believe in it.

    http://blogs.gonomad.com/traveltalesfromindia/2012/03/neighborhood-bird-watch.html

  • raghavendra March 14, 2012 01:56 am

    I visited both the sites.
    In the normal wedding sites, all the pictures if brides will be showcased.
    In your site it is said as a story. that's too good :)

    http://raghavendra-mobilephotography.blogspot.in/2012/02/wall-painting-of-day-and-night.html

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