How to Launch a Photography Business

Lesson 48 of 87

Content Marketing & SEO


How to Launch a Photography Business

Lesson 48 of 87

Content Marketing & SEO


Lesson Info

Content Marketing & SEO

Long-term viability, content marketing and SEO. Now that we are generating that content, so part one was actually creating the images that we're gonna get out there, this is the other side of that, which is creating the text copy, SEO portion, of that content that we're publishing. Make sense? Image side, content side, tech side. What is content marketing and SEO? We're gonna talk about it. So our first goal was to fill the party, this was through test shoots. This was friends and family, target engaged couples, style shoots, purposeful free/unpaid shoots. This was making it look full. We had this marketing plan where we did networking. That's how we're gonna get to that place. The second goal was to pack the line. This is that second goal. This is the other significant piece of where your time is going. So what is content marketing? Well, traditional marketing is you giving up cash to get visibility. Correct? The easiest way you can think of content marketing is creating content asset...

s that in and of themselves are valuable. Those are gonna be the pieces that get eyeballs. So rather than paying for eyeballs, we're putting time into creating assets for eyeballs. That sounds creepy. We talked a lot about eyeballs. The great thing about cash is that it's immediate. If you got the cash and you dump it into advertising, as long you put it in effectively, which is it own entire course in and of itself, is how to effectively use paid advertising, it's immediate. You can instantly get out there. What we've generally found is that the effectiveness of paid advertising is iffy at best. The Knot, paying for $1,200 directory listings. These things are iffy at best. You're lucky if you get one person in a year to come in and pay your prices and hire you. That's our experience. Some that are online may have had better experience, but honestly when you throw your hat in the ring where there's 600 other people throwing their hat in the exact same ring, it kind of makes sense that it's pay-to-play. So the people that are paying the most are gonna get the most, right? It's all about that number one spot. Even number two and number three aren't gonna really get it. And that's expensive. It's expensive to be number one these different wedding listings, or any listing, any directory. Yelp, whatever it is, it's expensive to be at the top of that list. Unless Yelp is obviously by quality, number of reviews, number of this. But they also have their sponsored posts. But in terms of, so speed to effect is immediate whereas on this side, the assets they take time. But conversion rates, this is the beautiful part, your conversion rates with traditional media are dramatically lower. I mean, we're talking one, 600% higher on this side. You are six times more likely to book a client if they look at a piece of content that you've generated than if they look at an ad. Does that mirror the way that you might buy? Does it mirror your own buyer preferences? In the sense of, do you trust an ad as much as you trust an article with a topic or an opinion? How did you buy your latest piece of gear? How did you buy your lens? Was it a friend that told you? Did you ask a few different people about it? Did you read an article about it? Anybody? Do you guys see an ad and go out and buy what you see? Or do you distrust the ad? How many of you trust ads that we see on TV? Come on guys, it's okay to raise your hands. I trust everything on TV, it's all true. (laughing) It's all true. No. You look at the reviews. Reviews, you look for reviews. You look for content that backs up your purchase decisions. And that's the exact same thing is that nobody trusts these advertisements. If you paid to be number one in a place, we all know that somebody paid to be number one in that place. We don't know the quality of their work. And that's why your conversion rates are so much higher on this side. Consumer trust is 68% better on the content side. The effective period is as soon as you stop spending money on that side it's done. On this side, you have long-term value. Competitive asset, quality content is indeed a competitive asset. On the traditional advertising side, your competitive asset is your money. So all you need over here is quality content and all you need for that is time and a little bit of writing. The cost in general over time, by the way, these aren't my statistics, this is from iMedia Connection, Aberdeen Group, and Demand Metric. 62% less expensive to generate high-quality content to convert and to create leads than it is to go out and advertise for them. So what you should be asking right now is how the freak do I go create good content? And that's what we're gonna talk about. What is SEO? This is search engine optimization, which basically equals visibility. Going into Google and being able to type something and seeing the result from it. So preparing your site to be visible in a search engine is search engine optimization. Content marketing plus SEO becomes your long-term asset because those aren't the same thing. Creating a valuable piece of content is writing an opinion, writing a review, writing a piece of education that has value to somebody else. That's step number one. The SEO portion is making that visible to a search engine. Does that make sense? Those are two separate things. So all we need to do to create our content, steps to a long-term marketing assets, is to understand the basics of SEO, to craft that content, and then we're gonna take the best content to turn it into PDFs for lead generations. We're gonna create an automated email funnel. These are steps beyond probably your first year, maybe even your first two. So I'm gonna leave these in here as future thoughts, but it's beyond the scope of what we're doing here. But right now, we can definitely understand SEO basics. We can teach you how to craft great content so you start generating leads. Eventually, two years down the road, figure out a way to capture those leads better. You'll be able to use them right away. Okay, we have a workbook for ya. Page 10, content. This is what it looks like except not in paper form. It has different tiers on it. So basically, there's a lot of content you guys can create. This is gonna be driven back to your personas, okay? But we're gonna look to create, by the end of 12 weeks, this will make sense to you in a minute, tier one and tier two content. That means your home page and one page underneath your home page. This content worksheet in your workbook is a listing of ideas of content that you can create right now. You need to choose based on your personas.

Class Description

The content and opinions expressed in this course are for informational purposes only and not for the purpose of providing legal advice. You should contact your attorney to obtain advice with respect to any particular issue or problem

Build a business and get people to spend money on your photography. Award-winning photographer and co-founder of Lin and Jirsa Photography Pye Jirsa will walk you through the first 12 weeks of building your business. With his relatable and actionable teaching style, he’ll explain how to define your product as a photographer and determine where it fits into a consumer mindset. You’ll learn the steps to creating a brand, pricing yourself confidently, sales techniques, and basic marketing practices. This class covers everything you’ll need if you’re considering photography as a job, including:

  • Where to position yourself in the market
  • Branding your business to attract your ideal client
  • Pricing and basic financing
  • Creating a business plan
  • Setting up a portfolio
  • How to get your first customer in the door
  • Getting leads on new clients
  • Understanding sales
  • The psychology of a buyer

Pye has built multiple successful businesses from the ground up and this course includes your 12 week road map to launching your business.


  1. Class Introduction
  2. Common Myths & Unknown Truths
  3. The Road Ahead
  4. Find Your Passion
  5. The Lin & Jirsa Journey
  6. Part-time, Full-time, Employed, Partners?
  7. Stop Wasting Time & Money
  8. Your 12 Week Roadmap
  9. Great Plans Still Fail
  10. Strategy Vs. Planning
  11. Mind Mapping
  12. Select a Focus
  13. Competitor Research
  14. S.W.O.T. Analysis
  15. Strategy & Long Term Goals
  16. Values, Vision & Mission
  17. Effectively Managing Your Time
  18. Artistic Development
  19. Create Your Plan
  20. What's Your Product
  21. Luxury vs Consumer Products & Experiences
  22. Quick Break for Econ 101
  23. Your Target Market & Brand Message
  24. What's in a Name
  25. Your Client 'Why'
  26. Crafting the Why Experience
  27. Document the Client Experience
  28. Business Administration Basics
  29. Book Keeping Management
  30. Create the Logo & Branding
  31. Portfolio Design
  32. Design Your Services & Packages
  33. Pricing Fears & Myths
  34. Three Pricing Methods
  35. Package Pricing Psychology & Design
  36. Psychology of Numbers
  37. Pricing Q&A
  38. Grass Roots Marketing
  39. The Empty Party
  40. Friends & Family Test Shoots
  41. Join Groups
  42. Second Shooting Etiquette
  43. The Listing & Classified Hustle
  44. Make Instagram Simple
  45. Your Automated Pinterest Plan
  46. Facebook Because You Must
  47. Giveaway & Styled Shoots
  48. Content Marketing & SEO
  49. The Monster: SEO
  50. Selecting Your Keywords
  51. Testing Your Keywords
  52. Grouping Main & Niche Goals
  53. Your Content Road Map
  54. Content Marketing Q&A
  55. Inspiration to Keep Working
  56. How to Craft Your Content
  57. Internal Linking Basics
  58. Back Link Building Basics
  59. Link Value Factos
  60. Measuring Link Value
  61. Link Building Strategy & Plan
  62. Link Building Plan: Vendors & Guest Writing
  63. Link Building Plan: Features, Directories, Comments
  64. Link Building: Shortcuts & One Simple Tool
  65. What is Sales? Show Me!
  66. Your First Massive Failure
  67. The Sales Process
  68. Your Second Massive Failure
  69. Understand Buyer Psychology
  70. Step 0: Building Rapport & Trust
  71. Step 1: Identify Need or Want
  72. Cognitive Dissonance
  73. Steps 2 & 3: Value Proposition & The Solution
  74. Step 4 : Close, Make the Ask
  75. Step 5: Follow Up & Resolve Concerns
  76. Family Photography Hot Seat
  77. Business Example Hot Seat
  78. Boudoir Photography Hot Seat
  79. The Best Sales Person
  80. Your Mindset, Vibrations & Frequency
  81. Always Positive, Always Affirming
  82. The Second Money & Dual Process
  83. Chumming the Price Waters
  84. Creating Want or Scarcity
  85. Timeless Advice on Being Likable
  86. Selling Over The Phone
  87. Forbidden Words in Sales


Angela Sanchez

This class has been an eye opener for me; a point of change in my vision as photographer. Pye is and AMAZING, INSPIRING, GENEROUS instructor, with an, authentic desire to help people and to share with them the best of his knowledge. I will not have enough words to say thanks to Pye Jirsa, as a teacher and as a human being, and thanks to Creative Live who allows us to benefit from the experience of such a knowledgeable, educated, well-versed photographer and instructor. 1000% recommended!

Yenith LianTy

Been following this guy forever. Pye Jirsa may be well known in the wedding & portrait photography world and if there is something that this guy knows it is how to create a business, a sustainable one. The workbook he provided is comprehensive, and I honestly wish I had this when I first started out as a photographer! I love that he talks about his failures, keeping it real and honest for anyone starting out. He is definitely one of the best instructors around, super humble, down to earth and with a sense of humor to boot. The course is worth it! THE WORKBOOK is AMAZING! SUPER DETAILED!

Tai Hsin

I saw the live broadcast and it was amazing. Pye is one of the best instructors and inspirational photographers.. there are two type of ppl.. one who has the knowledge and doesn’t know to teach another who has the knowledge and knows how to get it through.... I still didn’t purchase this as I am saving for my daughters entrance fee for collage... :) Anyways he’s one of the best instructors and a good friend.... very humble and always cracks jokes.... Keep inspiring and keep teaching.... my blessings are always with you pye.