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The Marketing Mix

Lesson 11 from: The Photographer's Guide to SEO and Online Marketing

Lawrence Chan

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Lesson Info

11. The Marketing Mix

Next Lesson: Brand Evangelism

Lesson Info

The Marketing Mix

Laissus imagine because in order to expand your business especially when it comes to social media you know how they're pulling back more and more on exposure it's so in order to have a control exposure you need to advertise but if you were to budget every year two thousand dollars how would you spend that money and this is where you have to put into different considerations and when I say two thousand dollars I don't mean on ly physically tangibly two thousand dollars your time is also worth money so your time is valuable so you can use time as a substitute for money so the very first one you can advertise simple but don't advertise by my services again there's ulterior motives how often do we click on ads in the first place unlikely because all term otis they have something to gain we have something to lose its consumer so instead making a post about here's a great solution to your problem and then advertise that because they're mostly more likely to go that's a that's a good question...

I didn't ever thought about that let me see what the solution is quick so where you can advertise in the social media expose magazines, coupons email banners whatever case depends on your target audience here's one that a lot people don't consider styled shoots you styled entire shoot you pay your two thousand dollars whatever it takes to get the model is the material rentals and then you sharing social media you have online blog's right about you that in itself is very generous traffic and all of the vendors who contribute to the shoot they want to share about on social media to because they have you know they contribute to the whole project so style shoot can be a form of marketing mix next would be public relations sometimes it's really cool to get published in magazines in away getting published magazines is street credit you know, having the street creds but online is where you really have the engagement because you can't engage with the magazine page but it is cool to say I don't publish that enough or something and it's a lot of bragging rights sells promotions you can do giveaways, free samples, contests they're also networking events so expose conventions even the time he used to go the barbecues or to go to church or social parties whatever it may be time is my in that in the way it's sort of investing into yourself because even if you work with other vendors, remember vendors can refer you jobs too so vendors is also part of a target audience you don't want to just network with potential client tells even facebook groups are great places to network personal selling will be last one this is where you go straight into bridal expos pet expose other expose where you khun directly work with clients but once you have your clients, you have your referrals. Do you pay them to refer your future clients? So the question is, do incentive finds work? Do any of you pay your clients to give you referrals commission there anything? Not that there is wrong or right way, but just here I did for a while if someone referred a client to me and they booked for the wedding season, I give one hundred dollars gift card to amazon, so there is ah there many studies on this, whether incentive plans work and depending on the situation. It's yes and no really depends on your I hate to always give this like ambiguous answer, but it really is a yes or no depends on your situation type of answer it didn't work, it did it did not work okay for photography. I'm going to lean towards no, it doesn't. And the reason why is because rewards encourage compliance and what that means is think about when you were a student or a child, a daughter, or even if you think about pet seal students, teachers give a sticker is when we complied, when we wash the dishes their parents gave us money or something, you give a dog a sir entreat positive reinforcement the dog or a cat knows what to do next but if you think about when the reward is removed, it becomes a punishment like I did what you wanted me to do. Why then I get the reward now so it doesn't really increase your intrinsic motivation to do anything and satisfaction and why I was speaking about intrinsic motivation it's anything that's internalized extrinsic motivations would be let's just pretend we worked a nine to five job an extrinsic motivation be salary, salary bump and intrinsic when would be a job security? You'll never be fired oh god that's what the big relief on my you know I can just work and do my best and not get fired another intrinsic one would be you are now not marking magic but a director a manager or you are the chief marketing officer titles don't matter in the end could you still get the same pay? But it does matter because those intrinsic motivations make employees feel better. So when it comes to your own giving rewards doesn't motivate people intrinsically into extrinsic lee of course, because there's money involved intrinsically it doesn't make them any happier. So the question is do wards motivate people? Absolutely they motivate people that get rewards and this is by alfie kohn why incentive plans cannot work from the harvard business review because ultimately you have to remember it's very simple if rewards stop referrals to stop it's it's a pretty former league you don't give him money to stop referring because the other problem is that rewards create alter motors you ultimate create a sales person when that sells person is trying to get more cells it's no longer rule number three four five it's become rule number one, which is you cannot sell directly to someone else because there's alter most people can sense when there's motivation involved we're pretty keen on b s uh motivations you know altera motors and things of that sort we have this sensor going on it violates all of rules for building trust so refers don't aren't as effective the next thing is social versus market norm you have to understand you can give people things but you have to do it in such a way that makes sense so I'll give you a very quick example. Danielle, you are really a psychologist actually, um calling this term think about you all go having a thanksgiving party or yeah, you'll have thanksgiving party invited me over or if you don't for the rest of the world you don't celebrate thanksgiving you had a party you invited me over use labored all day you know, making turkey or chicken are you know what a meal and had his beautiful spread and table and then I come in and then I give you a bottle of wine as a present for having me you would probably accept it graciously or if I give you flowers perfectly fine, no problem with that. But the bottle wine costed me say forty bucks what's the difference between that versus me going there having a great meal. Ah, so delicious! How much do I owe you? Forty dollars it's the same value yet the norms have changed now, mark enormous when it comes into money when money is involved social norm is anything outside of money related. So the moment you mix the two world, there is going to be a collision. So if you want to give gifts for people who help you that's perfectly fine, you just make sure it's not money related and you don't give it on ly the moment after they refer someone you could actually wait like maybe four, five months later and then give him a gift. So and so ice I thought of you when I saw this I just had to get it for you. Thanks for being a friend. Perfect there's no reference to the referral it separates it social versus market. Keep those very separate because ultimately you want to create evangelists not about you don't want to create cells, people and evangelism is something I'm going to spend a big part of next topic on it's how to create this powerful team of people because the time you spend two billion cheer team will be more effective than any money spent on the cell's force or advertisements okay, we have so many good questions I just really appreciate all you guys sending your questions and because they've just been excellent so let's try to get to as many as we possibly can um a question came in I thought this was an interesting one from adrian far from england when you're in various social media platforms how do you make sure you have different content per platform without repeating yourself for example youtube video and you think that's important to do that to have different content on each platform or put the same content on on each platform yes very I have a whole block post on this you didn't check it up I don't know what it's called but somewhere there it's buried but to answer that shortly is let me ask you let me ask for a same question if I follow her on all of the same platforms every one of them and I saw the same thing five times ten times what am I going to do? The likelihood is just on the follow all of them but one one that I prefer and that is going on with that is what's going to happen soul you can either produce different content which is very difficult but it's possible and how I do so for my food is quite easy pretend this mouse there's a piece so something that's one perspective that's where instagram because it's square so it's perfect this is for facebook this is for twitter this is for I just lose different angles but it's the same subject the second way I could do so is to create different calls action so what's your favorite hamburger if I'm shooting hamburger it's like in and out or shake shack that's another call to action another one would be I'm drawing blanks, but but the bomb line is that if you ask different questions or even give different captions hamburgers, you know are my lifeblood. That is not a question, but in a way, it still is a statement, and as always, you diversify something creating different content that, in a way is different content for the same kind of the same subject. Mother cool, okay, good to know. All right, a couple questions about facebook faxed. Oh, it asked, how do you keep track of facebook's changes and then em que photo media said is it's still worth having a brand facebook page unless you're paying for sponsored posts? That is a very hard questions answer because it's going to change by time we're done with this too, and they're always changing and at this point I actually don't use my brand page very much I'm being truthful, I used my personal facebook page more because I actually have a higher exposure round up even though it is low it's still higher than my brand page, which has thousands more of likes on there, which is why I don't even put too much energy on there. It's more for my friends now, it's going back to basics twitter, instagram arm or of the mediums and my block I just encourage conversation through comments, okay? And I've seen quite a few questions about people that have two separate businesses and how they how they should apply all this too you know, if they do a wedding business and they also have a fashion site, so are we keeping all the social media separate? I saw one question I'm sorry forgot who the person was, but they said they had a husband and wife team with very different tastes should they have one instagram account or should they have to with their own styles? It depends on how they want to ground brand brand photographers always asked this question, don't they? Well, it's true, because there's so many it's very, very few businesses with the parents and it's actually a very powerful combinations you have two people in a team because and I don't mean to go on a tangent, but I went to that question first it depends on what you're trying to do the questions for husband, wife team if your brand is about one core entity, then have one brand. But if you both sides have very distinct flavors and personalities that your target audiences might like the nice, how do you suggest to? And this is the powerful parable having two people were having a partner in your business, because if let's say for example, you want to increase your pricing, you show you started to or a hundred. Whatever the case, if you want to increase your pricing, you can just simply say one is more experienced than the other. So let's, just say, betty, you and I are both wedding if you're waiting for tougher, we're both waiting for ta furs were husband and wife, but she is far more skilled in I am I am more of yeah, she's more skilled period and more easier, too late with prides, too, and I can relate more groom's, but I can automatically set her the pyre. Price points by herself at five thousand dollars, and I'll stay at twenty, five hundred or twenty, two hundred less than half of her. So ultimately and I'll talk about the site pricing psychology next section, but I can easy bump her up. Without losing my original tear of twenty, two hundred dollar people think all we kind of four five but, you know, we still like your brand. Well, how are you? And I'll say, you know what? Betty is not around, you know she's still shoot with me so you could get no more bang for your buck that way. So it's not like I lost the two thousand dollar crowd, but I'm able to tap into a whole different crowd that I may not have been able to in the first place and remember the whole market in social norm. You can it's very difficult to say oh, on this creative artists let's build a relationship oh, my god! I love starbucks to social social. Well, here is the contract. Here is my pricing market norm remember how I said it will collide. So how do you build this sales team with two people you can have? Whoever is the more creative one can be the social one. Create this conversation though this bond, but once time to talk about money, collect money, sign contracts, switch sides, let the spouse or partner come in and take over the market norm the social one steps out melting pot actually has the same way they're two servers. The server does not collect money you see, a server gives you the bill the server serves. The food server walks away. When you ready to collect the bill, second person comes in to give you the cashier, the bill, the tab. Then you pay that person socialise, sir. Social norm server comes back into into the scene. Nice it's, very different genius. It is good cop, bad cop. Yes, yes. Strategy is social versus market, norm tactics. You can apply to everywhere, any business that's. Why I'm saying, I don't want to be so focused on photography. You could apply the same in life.

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Ratings and Reviews


Lawrence has done a great job in trying to simplify SEO and marketing in such a short course. He's obviously a clever and well clued up guy, and he comes across well if a little nervous and bumbling at times. The course itself felt quite fragmented over the first day. At times I almost felt like we were going through a business studies book, but in a disjointed way not knowing what direction we'd go next. Having said that the course is worth watching as there are a few nuggets of gold in there and it's a great general overview of both marketing and SEO which is an incredibly deep topic. There were a few questionable area for me over both days, but I've studied SEO reasonably well, for example he told a viewer to keep her old site and not move to a new domain as she'd lose all page rank. In actual fact the lady could quite easily move from one domain to another, and using a 301 permanent redirect she could transfer between 90-99% of her old pages link juice (ranking power). I understand going through deeper areas like this might have put fear in some people, but I think a few areas could have been better presented or explained. Would I recommend this course, yes I would. Although I saw faults in it, the amount of information on offer is pretty extensive and will help most photographers who run their own websites. SEO can go so much further than has been explained here, but for most small businesses this will be a great starting block to getting your business out there and ranking higher than you ever did before! Note to all: Anyone using wordpress please make sure you get it hosted on a decent host. After hosting my wordpress site on bluehost, and getting incredibly slow load times, I researched extensively to find out that the host plays a really important part in this area and going cheap isn't a great option. If your pages load slow you run the risk of losing a lot of potential customers and hits, so do yourself a favour and pay a little more for a decent host.

a Creativelive Student

I have been looking for a course like this to learn more about Online Marketing and SEO and randomly came across this course playing live. I usually decide within the first 5 minutes whether I want to continue learning, and Lawrence Chan definitely had me hooked. I wanted to continue watching his engaging presentation and listen to what he had to say. His quirky and nervous disposition was handled well as he broke into a smile or laughter from time to time, which made him funny yet relatable. Like everyone else, I was impressed by his thorough knowledge of Online Marketing and liked the examples he gave as he progressed with the course. Hopefully Lawrence Chan can be featured in Creative Live again!

Corrie W

Brilliant ! Great content, well organized, practicable, understandable. I felt like I had a good handle on SEO and really thought I’d be getting a refresher. I am amazed at the new things I learned. Great resource that I’ll go back to often. Well done!

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