How to Launch a Photography Business



Lesson Info

Selecting Your Keywords

Let's start with perfecting your keywords. That's my daughter, Ellie, again, oh. Doesn't it make things better when you see your kids in the slides? (audience chuckles) Selecting your keywords. Developing a good keyword strategy. Think S.A.L.E. Services, list your services. This goes back to your focus. Your areas, what areas do you want your ideal client? This is a big one, guys. Look, if it's a pain in the butt to drive from one place, 45 minutes up to another place to constantly be doing portrait sessions, why in the world would you SEO and list that location as where you want to go? If you hate going there, don't list it, right? Does that make sense? Like, we focus on Orange County. Why, because from Orange County to LA, it's about 10 miles, but that 10 miles takes about an hour to an hour and a half every single day. It's ridiculous. So we focus in that area that we want to be. Do the same thing. Just understand that wherever you are listing, wherever you're putting your SEO, is w...

here you're gonna be driving to every day. Or whenever you have a shoot. Locations, we want to list out ideal locations and venues. We want to have an emphasis, a style, a genre, perhaps even a religion. You can identify whatever it is that you want to focus into, right. Religion is really wedding-specific. For example, Jewish, Orthodox, wedding, photography. That's a thing and it's a thing that gets a ton of search. And it's a thing that gets the types of clients that want photographers specifically focused in that thing because it's so specific. Back to mind mapping. We're gonna mind map out our keyword strategy. Your central topic is gonna be S.A.L.E. and it's gonna look something like this. Services, are you wedding, are you engagement? Are you newborn, are you maternity? Are you boudoir, are you, what are you? Family, senior? That's number one, what is your service. Number two, where are areas do you serve? Branch out. Decide from your mind map of where you want to serve. Number three, what are the most relevant venues and locations that might apply to what it is that you do? Now this is very much an event photographer-specific thing, a wedding photographer-specific thing, but if there happens to be family portraits that frequently get done at a certain park that people might look up, that's also relevant. And the emphasis or style, right. Film, bright, airy, rustic, pastel, modern, dramatic, whatever it might be. And all you do is you start picking what people might actually be searching. San Francisco, wedding, photographer, film. Okay, that gives me an idea. Now you combine this into potential search terms and this is what we get to. San Francisco Wedding Photography. So we're using the example of, well we have family photography, too. Oakland Family Photographer, Golden Gate Park Photography, Fremont Wedding Venues, City Hall Wedding Photography. These are all possible combinations that you might land on based on your mind map. Is that kinda making sense? You mind map these four pieces and you select one of these each components to kinda figure out what a keyword strategy is and you write all those different possible combinations down. This is where you pause the video to do that, pause. Do you guys have a few ideas yourselves? Let's hear it. I've got a question. Question, I love questions. I'm still trying to wrap my head around SEO 'cause I know it constantly evolves. But does Google get confused if you name more than one area? Like servicing Seattle and the greater Seattle area, or Bellevue, servicing the greater Seattle. Does it get confused with locations? So Google's really smart and Google can probably tell by now if you're listing, what was your listing name? I mean what were those keywords that you just said? Like Bellevue photographer-- Okay, so if you said wedding or Bellevue photographer, photographer in Bellevue, those similar components, Google is pretty smart. It can say that they're probably looking for the same thing and it aggregates the results together. But we're gonna test that in just a second. So what we're doing right now is we're just trying to figure out our keyword strategy. To do that, and remember, keywording is, just think categorization. We need to tell the world what category of service we offer. Okay, so we write down the potential categories that we have, then we have to test them. Once we get to this place, we simply test them to see what are people looking for? Does that make sense? So we start with, well, how to start a photography business. Oddly enough, when we tested that keyword, the keyword that came up was how to launch a photography business got more searches than how to start a photography business. So this is our idea, this is our idea list. Then we go the next step.

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.


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