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Marketing with Facebook: Setup

Lesson 16 from: Content Marketing for Photographers

Jared Bauman

Marketing with Facebook: Setup

Lesson 16 from: Content Marketing for Photographers

Jared Bauman

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Lesson Info

16. Marketing with Facebook: Setup


Class Trailer

Day 1


Introduction to Marketing, Old vs. New Models


Companies Doing Content Marketing Right


Defining Content Marketing


Areas of Content for Photographers


Laws of Content Marketing


Phases of Content Marketing


The Evergreen Nature of Content


The Client Referral Ladder


Building an Authentic Message


Content Marketing and Your Website


Creating a Blogging Strategy


Image Naming for SEO


Building Successful Blog Content


Blog Post Ideas for Content Marketing


Business Recipe and Recap


Day 1


Marketing with Facebook: Setup


Marketing with Facebook: Posting


Marketing with Facebook: Boosting and Advertising


Creating a Facebook Fan Page Demo


Building Guides for Content Marketing


Building the Content for Guides


Guide Creation Outline and Steps


Steps For Releasing a Guide


Why use Instagram and Pinterest for Marketing


Marketing and Instagram for Photographers


Using Hashtags on Instagram for Photographers


Common Instagram Mistakes


Marketing on Pinterest for Photographers


Marketing on Pinterest Q&A


Using Email for Content Marketing


Tips for Email Marketing


How to Launch an Email Campaign




Business Recipe Recap


Guide Critique: Newborns and Wedding Planning


Guide Critique: Better Pictures and Family Photography


Guide Critique: Adventure Wedding


Analyzing Facebook Results


Steps For Creating a Marketing Plan


Marketing Plan for Every Shoot


Marketing Plan: Weekly


Marketing Plan: Monthly


Marketing Plan: Yearly and Quarterly


Tools to Use to Execute Your Marketing Plan


Using Systems to Make Time For Marketing


The 90/10 Model for Making Time for Marketing


Client Communications


Marketing Systems Q&A


The 90/10 Model for Efficient Photography


The 90/10 Model for Efficient Content and Shortcuts


The 90/10 Model Q&A


Final Business Recipe Recap


Lesson Info

Marketing with Facebook: Setup

let's get into it today with facebook again for those you don't know my name is jared bombing if you join us for the first time today I'm the uh professional photographer fifteen years also the president and one of the founders of shoot dot at it which is the first choice post processing partner for the wedding pro on what I'm talking to you guys about today yesterday tomorrow this idea of content marketing it really is the flushed out it's the flushed out plan that we've been using that shootout at it toe love on our photographers on that's really a theme we've been establishing here throughout the last day and well established throughout the rest of this course which is all about loving your customers in today's environment in today's business world you no longer can sell you have to be bought in order to be bought you must create a love relationship a love affect with your client your customer and before they become a customer is yesterday we talked all about how to really build a m...

essage that is authentically based on you and what you want to attract we talked about what they called niche ng down not trying to be everything to everyone I'm not trying to be all things to all people but really trying to hone in your message making it something that's authentically about you and really polarising to get a target market that's a lot more approachable and easier to manage and when you do that when you when you say no to some people you say yes to others when you say yes to this small segment and say no to some of the others now you know how to speak directly to them and when you know to speak directly to your target audience it opens up a whole world of possibilities and that's where content marketing works so wonderfully when you're talking to the right person at the right time using the right medium and so we start talking about the medium if you will the mediums are how we present our content and so we started with the website the website is where we display our brand it's where we display are authentic message we moved onto the block the blogger is our brand in action I encourage everybody to be blogging maur if they need to but to be constantly using the blawg to deploy their content remember the bloggers where we really started talking about the most important part of using your brand which is telling stories and using your expertise really as a professional to use the images to tell those stories and to deploy the expertise ease and so we really went into how to use your blawg to get your message out there how to use your blawg toe make sure that you're constantly reiterating something about your target market we also spent some time talking about solving problems remember the the underpinning of content marketing is that you're trying to solve problems for your target market for your target audience you've developed this wonderful brand message and with that message means that you know something unique about that audience something specific about that you understand them that's why it's so important that it's authentic if you build an authentic brand message then you authentically knowhow to give to this target market and so we talked throughout the whole day but really about on the blogged about solving problems and that's going to be a theme that we use today in some of our other areas and how to build a guide guides are all about solving problems and what I really recommended you use guides for to solve problems that they don't even know they have yet and so today we're going to be looking at a couple of different areas to deploy all your content all right that's really what today is about we talked about how we really want to build an authentic brand message that's number one that's that's really what we want to call the attract phase okay without an authentic brand message it's hard to attract people it's hard to get people to toe lean into you with an authentic brand message something specifically focused and polarized you khun attract people so that was yesterday the attract face today is all about the nurture phase that's number two how do we nurture people we use content we use our images the stories behind them we use all of the ex yes we have and we used the images to deploy our message to deploy in front of the world in all the different mediums we have available so today we're going to talk about how to do that in a number of different mediums and then of course number three is the profit section so way built the attract phase we know how to nurture our customers we know how to nurture them but we have to be spending our time on profit producing tasks that is unfortunately the reality yesterday we talked about it there are two things that are at war with us meaning that it's making it so easy for other people to enter the market it's not a bad thing it's not a good thing it just is what it is number one is technology for photographers technology has never been cheaper or better you can walk into costco and walk away with a wonderful camera that takes great pictures and a lens to boot granite you have to have some expertise behind the camera but you walk away with technology that has never been cheaper and never been better and that makes it so much easier for people to enter the market nowadays like that number two is social media now we're going to talk about how to use social media all day today but social media is making it so that anybody who has taken a few good pictures with that easier to access technology can now go posted on social media they can instantly share it with all of their friends if they're good and they tagged people in those photos that now goes out to all of their friends and all of a sudden a business is born literally overnight these are the things that we're up against and that's why you have to focus your time as a professional on only the things that are profit producing and that's why I've made it my mission to work at a company like shoot dot edit because we're helping photographers do those kinds of things shoot and market and there's a lot of different opportunities for you as a professional toe lean in to get help from specialists to build systems to do things that allow you to focus on what you have to nowadays shooting because that's where you get paid and marketing because only you can authentically represent your brand the rest of the stuff we have to even set up systems for or we have to trust a specialist to get you the majority of the way there okay let's talk about what our road map looks like for today and I think breezed past that where we there we are that's the roadmap for today so today first thing in the morning we're going to talk about facebook that's what this segment's all about facebook is something that I hear from the majority of photographers that they're frustrated with it they don't like it it's hard it's a waste of money they're constantly ruining it for us that all might be true by the way I'm not going to say it's not but I will tell you that facebook isn't that has never been more valuable for a professional photographer if you know how to use it I'm going to show you how to use it um segment two is all about guides howto build guides why to build guides what to look for when you're building guides how to deploy god we're going to go through in a tizzy step by step process of how to build guides when people hear guides they think these massive fifty page e books you don't need to make those necessarily sure they're great if you I can put one or two of those together but even just small little mini guides four to five pages nicely branded about a very very specific topic this can have a massive impact on your company on your brand and also on your customers because it's such a great way to solve problems for your customers so we'll be spending a lot of time talking about that there will be a little homework for you guys here and the city audience I warned you guys a little bit about that I'm getting so excited looks handsome skeptical looks so you guys will see how that plays out but don't worry uh walking guys through that homework and if you're following along out in a crowd don't worry you guys can do the homework as well we're going to go over all that tomorrow morning third segment instagram and pinterest this is a very exciting one I am not really a resident expert that either I used them on my own account from a business standpoint I don't consider myself to be the expert so what I did was I asked jason grub to join us and we saw some of jason grubs images yesterday on the website section and jason's going to join us and going to walk us through he is an expert at both instagram pinterest and so he's going to walk up through how to set those up how to gain more followers and use it to gain more business which is exciting because these air to newer mediums facebook twitter they've been around awhile instagram pinterest our brand new from that standpoint and then number four email segment four is all about emails you guys all thought most people think email is dead it was dead a long time ago right people don't open e mails anymore why bother well it's not a matter of fact emails never been more alive and with a lot of the tools we have at our disposal today there's a lot we can learn about howto have set up a successful email interaction with our clients I really recommend just like I told you guys yesterday I recommend guides really to be used at the at the best stage in that when they're when they're when they're inactive customer and that engaged customer and that married customer face because you can solve problems they don't even know they have with those guys for email I think it's best utilized after they're done being your client after the wedding or the portrait session after the event whatever it is you're doing for your photography I think emails the best method to keep in touch with all your past clients and this is an area that I really dropped the ball and I left a lot of money on the table and I left a lot of wonderful interactions on the table obama photographers by not employing email the good news is is that we send hundreds of thousands of e mails that she'd done it a year all focused on loving on our current past and future customers and so we've got a lot of great tips to share with you that I put together with the help caitlin he's our marketing coordinator and some of the other people there and I've seen it in action with all these photography studio's keeping in touch with their past clients and its wonderful the power has okay enough of the intros let's go and dive into facebook for me as well just a reminder everybody that we do have our chat rooms open so I would love as we go through it today if you were here yesterday you saw how active jared I was with everybody out there in the world and we would love to hear your thoughts would love to hear or have you guys helping each other as well applying the kind of theories and principles that jared is teaching to the specifics of each of your individual this is so quick the chat button it's in the top right corner of the screen that will open up the chat window you can also ask questions as we're going through and I'll be able to ask them for you if you could ask button above the viewing screen you can see a column that will open up with a place where you can ask questions also please scroll through the other questions that everyone else has asked and if you also want to hear the answer to it click the blue arrow on that question what that does is let me know how many people want to know the answer to each question so I can ask the ones that will help the most people so with that taken away facebook yeah the chats were great yesterday I mean I never get to see them because as soon as we get off air they go away but I I heard from so many people that there was a lot of wonderful interaction going on in the chat rooms and that's really the value of creative live I mean what a wonderful platform they figured out to this live audience to do this live interaction live interactive course but so much interaction you can share on those chat rooms so really encourage you guys to take advantage that like rush said facebook okay so let me frame today's conversation about facebook so we all come at it from the right angle facebook is I always say that I swear facebook was actually invented for professional wedding photographers I remember watching the movie the social network and being shocked that threat that I was waiting the whole movie I kept waiting for the part of the mark zuckerberg character I guess we're not supposed to know that it's the mark zuckerberg character that movie wasn't really about facebook right I was waiting for the mark zuckerberg character to just reveal somewhere in the movie like yep you know what guys I actually invented facebook for professional photographers there it is and I was like I was going to say I told you so I've been telling you the whole time and he never did I don't know why so I guess the secret's still a secret still there but you guys facebook has this innate power that is perfectly geared towards professional photographers and the power of that is something that marketers have been trying to figure out for dozens and dozens and dozens of years you see byron if I know that you're a great client for me if I know that you're my target market what I really want once I have you in a relationship with me once you're my customer as a market or what I really want is to get access to get bill to get in front of people tto serve all of your friends because chances are pretty high that you hang out with people that are very much like you and that if you and I have a great relationship and you're a great customer of mine that your friends are gonna be great customers of minds and we see this all the time we know that our best clients refer us our best clients on top of that it always happens we look back and try to figure out how do we get more of those amazing clients well facebook somehow figured out how to instantaneously get us in front of our best clients best friends but it's just with a simple tag simple share now facebook over the years has made it difficult for us they're always changing their always updating especially as they started to focus on profitability as they've had investors they've needed to focus more and more making money and making life a little bit harder for us so I want a frame facebook from the perspective that I think is important first off I'm gonna be talking to you and sharing with you ah lot of higher up concepts and a lot of the nitty gritty we're going to go through the nitty gritty of face look I'm actually actually what button to press all that sort of thing and you know what since I put this together last week it might have changed I always say that we're going to live demonstrations some of things might have changed since we put him together actually over again last night but who knows it could have changed since last night you guys all know that we wake up one morning and facebook still a different but what I really want to get drive home to you is the concept of facebook so that so that as facebook has changed over the years and as it will continue to change if you understand the concept of facebook and why and how to use it from a higher level you'll always be able to adapt to the little changes and sure there's going to be a day when facebook is no longer relevant I bet you that day who knows how long it's coming I'm not going to predict it but there's gonna be a day but you know what there will be another platform that will step in its place and the concepts will be the same because the concept is about putting your message in front of the right audience facebook right now today is one of the best tools to share your message in front of the right audience and the key word here is right facebook allows you to not just share your message but to share it to the right audience to share it with the right people and that's what I'm going to show you guys about today the most important thing you can learn about facebook is not how to share not had a tag not had a post about how to make pretty you know pretty pages and like that but how to use their targeting features because it's probably the most advanced out of any company or any sharing platform there is even more advanced and easier to use than google that concept the concept of sharing your message in front of a audience is the most important concept I want to get across today so that as facebook changes as it adapts and as it it grows as it matures what we talk about today does not become irrelevant but actually becomes more relevant because we talked yesterday about your website first and foremost that is where you share your authentic brand message the blawg is your message and your brand in action facebook and a lot of the other social media we're gonna talk about today is taking that message and sharing it with the right audience okay we never talked about sharing with right honest the block the blob was whoever comes comes way don't know who's coming we don't know who's coming t visit to view all those things it's that blogger is really about our brandon action it's about action it's about sharing our brand constantly through stories through expertise now we get to take those stories we got to take those blawg posts we get to take those things and we get to share them in front of the right targeted audience okay so that makes sense because that's really the overarching point instagram pinterest these air the same ideas so this afternoon we're going to instagram we're going to pinterest same concepts sharing your message in front of right audience but with instagram with pinterest you don't get to get as polarized and his folk just about who you target as you do on facebook and so that's the wonderful thing about facebook and it also means that what I what I want to make sure caveat is hayes we sit down look at some of this stuff it might change tomorrow where that button is it could change tomorrow where how you actually tag could change tomorrow and it probably will change tomorrow or the next week or the next week but member it's the concept of how we're using this platform to share our message so I just want to make sure that he was aware of where we're going to face because it's important to note um I think that facebook's a wonderful platform you know to use it it's they've start to make it more expensive to boost in the share things but it's still relatively cheap I'm gonna show you guys how if you target the great thing about targeting is you're eliminating who you want to get in front of them by limiting who you want to get in front of it gets cheaper I'm gonna show you guys had a target on face but kind of boost on facebook in a way that should help you out a lot and not cost you an arm and a leg we talked russell in the beginning about are these concepts we're talking about going to cost you a lot of money this is one of the areas where it could cost you a little bit of money to use facebook but not much we're talking five to ten dollars per block post maybe not a whole lot of money so we'll go through all that so let's first talk about how to set up your facebook page and again let me just tell you guys what we're doing here for the next about our two hour and a half or so we're going to spend the first half going through a keynote presentation of how to set up facebook and then I'm going to sit behind this computer we're going to build a facebook page live with you guys okay andi again that's the part I get all nervous about because who knows what the update facebook has made the last few days it's the number one okay so your cover image this is that nice long image across the top a few years ago by the way I will clarify from meeting we're talking about facebook fan pages as a business you need to be on a fan page okay there's facebook has been saying that for a long time they're going to clamp down on people who are using their personal pages for business they have not actually gone through and done that I however do not recommend staying up a personal page for a business because when the day comes they do decide to do that you don't want to cotton alert and you don't want to be hung out to dry and then have to re figured out probably talked yesterday about how google went through made a massive update with panda and penguin and they left a lot of people who were doing things that were not being there were google said was not good but hadn't been monitored they went through they eliminated all that and all those websites tanked and a lot of people suffer from that and they didn't have time to prepare for it so facebook does not want you using a personal page for business if you want go ahead I'm not gonna stop you but they don't want you to so is a point in time where they could come back and limit you there's also a lot of features on a personal page you won't take advantage of that I'm just here with you today they're targeting on a personal page you can't really do so anyway from the framework of a bit of a facebook fan page one of the first things need to do is that cover image the cover images that nice big long image we're going to see it right here in the top that orange banner that says we are looking at shootout at its here we are the first choice postproduction solution for the pro wedding photographer so that cover image now a lot of people use it to just post a ton of photos in or to post to post a ah recent photo shoot they don't and what I really recommend is that you don't just post a photo there that you use this space for your brand I really have the recommended this is another wonderful opportunity to reinforce that brand message just like we went through yesterday on your website okay a lot of marketers have put some time to study in this hub spot for example has come out with ah whole white paper just on how to use that section of your facebook page they actually went and tested putting a call to action up there putting a brand reinforcement up there and putting just a pretty picture or an image up there and they found that people love to click on that they found the people love to look at they found that people who actually put heat tracking I software on people to find out where they look on a facebook page and people spend a lot of time on your cover image what does that mean it means spend the time designing that covering making it a brand authentic okay facebook's really figured out they've figured out the two things I thought were the two things I told you about your website yesterday that we're the most two important things first off was your home page and second office your bio page facebook has figured out how to put them on the same area right here in the top there's your website we can achieve the message of your website in that nice long cover image and the left that would be where your head shot goes shoot daddy doesn't have a head shot I talked about how the problem I wish we did have a head shot we can't fit all of us in the head shot does so again the government in the profile but uh these are the two things that facebook has again facebook is really ahead of the curve they have really basically figured out everything we talked about the photographers that people are trying to achieve on a website with the website being the home page being your authentic brand message in the bio page being the personal side of it facebook has given you access to in the top real estate right there so use that area use that cover image area to reinforce your brand message I strongly recommend that you could even test and see you know maybe try putting your message over top of one of your best images I want your signature images you don't just have to have it there in text but use that cover image to reinforce your brand message just like you were in the home page of your website and then the profile photo a nice attractive photo I don't understand why photographers don't have a professional looking head shot you must have a professional looking head shot people are all constantly judging you by your image is because you're a professional photographer make sure to use that area to have a wonderful head shot you know it's like what they say there's ah brewery in san diego by the name of I believe it's uh police karl strauss I know it's gordon beard scored in pierce's a little brewery in san diego my career a lot of micro breweries in san diego but on their bottles I remember noticing at one time and chuckling and then kind of laughing even more as I thought about all their bottles say never trust a skinny brewer and I thought I started checking I start laughing I thought what a wonderful way to just come out and kind of say something that that is you don't really meet brewers very often so it's something they're brewers are on display but what a wonderful little brand reinforcement there and I think it's a wonderful a reminder that you know people expect you to be consumed the product and people expect you to have a great attractive head shot so we don't really talk about that yesterday okay third thing I want to talk about really quickly is tad and these are things that a lot of you aren't doing yet clear we have a question so if you run a business with more than one person like right now ours is a logo it's our logo would you recommend changing that out and having that be daniel's head shot you can fit those that represent your company in the headshot area I definitely recommend both I would picture both of you I really would yet if you at all can then I recommend doing it you know uh if you have two or three of you and you can fit it in there I mean within reason obviously they have five years to be kind of hard to see probably loses some value there but you know the more person remember people buy people now more than ever people buy people by big brands people by people the more you can personalize your brand the better it's going to do for you I just I really recommend that okay tabs taps on area that most people don't send to spend a lot of time on with their facebook page tabs are this area right here that we have highlighted with the lovely pink arrow taps are an important area because right below your cover image this is actually an area that people spend a lot of time looking at and clicking we don't really think about it much I don't know why we don't think about it much I never used to think about it much either until I read this wonderful white paper that hub spot published about it and they told me people spend a lot of time here and so what we did is we went through we thought about our tabs a lot more and since we did that we get a lot of klicks on these tabs and it's an area for you to reinforce what you're trying to do on your brand so I really recommend linking up your social profile is here now how do you do this there is I'm not going to go through how to do it on on here I'll show you guys later had had a set of your twitter inside of there but you can set it pretty much anything so we have a free content section and that goes to an actual html page inside of facebook that shares are how to grow your wedding photography business guide right there you can get the get guide through our back end in side of hub spot it's fantastic that involves a little bit of html programming so we're not going out today and here you can do it for probably ten fifteen minutes I did send over the link from blue box on how to do that and hopefully somebody can share that in the chat rooms if you do want to create your own custom tabs if not all shared on my own on my twitter feed or we'll figure out a way to get it to you guys later on in the day so you guys have that link that will box does wood box has a wonderful freeway that takes about fifteen or twenty minutes to go add these tabs but these tabs are valuable you guys again I'll show you guys how to set the twitter tab because it's pretty easy and if you want you can look at this tutorial from wu box and we'll make sure we share that with you to free thing it's not that hard to dio I really recommend your twitter if you're if you're big on instagram you know which will be talked about later today get instagram up their share your other social platforms on there so people can continue to interact with your brand and again if you guys start doing guides which we'll talk about the next segment this is a wonderful spot the host a guide or two that's targeted at solving a problem for somebody

Class Materials

Free Downloads


Bonus Materials with Purchase

Jared Bauman - Youngrens E-mail
Jared Bauman - Guide Template How to Video.mp4
Jared Bauman - 10 Steps For Writing a Guide.pdf
Jared Bauman - 4 Most Important Pages Of Your Website.pdf
Jared Bauman - Guide Template Starter

Ratings and Reviews

Linda Jullyan

Love love love creative live! I have since passed on this fantastic learning environment to my friends! At this stage it's true I'm not a big purchaser not income flush just yet! But want to give feed back on 'content marketing for photographers and the presenter! Actually he's ok good sound information, clearly knows his stuff however my friends and I ditched it because this phrase 'loved on' which he seems to use A LOT! is very creepy, in fact it pretty much grabs our attention so much we keep missing what he's saying, the other one ' lean in' these seem so juvenile teenager like and especially the loved on.... Seriously sounds like a crude sex act! Put us off from buying the content! Shame because we need his help.


Wow - such a great class! I have heard Jared speak before (mostly on pricing), and I have to say, he really knows his Marketing! Absolutely loved the structure of the 3 days, and after each segment, I felt like I had so many actionable items to take and apply to my business. From social media tactics to solving clients' problems through guides to proper blogging strategies, there are so many new ways that I have learned to use content marketing to strengthen my business this year. Jared also found a way to take topics that are not as interesting, such as creating effective emails, and make it engaging for the entire segment! Such a talented speaker. Personally, I think it's great that Jared has small catch phrases such as "lean in" and "love on clients" - it makes him unique! Not only that, but his strategies WORK, so he can phrase ideas as he wants! :) This is definitely a course worth watching, regardless if you have been shooting for years or are just starting out!

a Creativelive Student

Since watching this course I have told not only my photographer friends about it, but many of my other friends who run their own businesses/organizations. This course can transfer to anyone who wants to learn from the best in marketing. All of the presenters were amazing and this course was WELL worth the money and then some. Thank you for sharing so much of your knowledge you have gained in your very successful business to help all of us succeed in ours!

Student Work