Targeted Marketing: Connecting with Non-Conformist Clients

Lesson 6/7 - Reaching Out: Paid Advertising


Targeted Marketing: Connecting with Non-Conformist Clients


Lesson Info

Reaching Out: Paid Advertising

A little more legwork. Get out there. So all right, you've got your website all set up your website, speaking to the people that you're looking for, whoever those people are, and you now you're like. All right, how do I get myself out there to find those people and talk to them and become their wedding photographer? They're a couple different options here. I started with paid advertising, and this is all assuming that you have a bit of a budget to spend on advertising. I know that not everybody has money to spend on that and that's totally fine we're goingto will cover that in a second eso basically oh this sort of speaks exactly to that question think about imagine you're that person looking for a wedding photographer right so say that I'm say that I'm that person who's having bon jovi is my wedding band I freaking love bon jovi okay and I'm just like so into bon jovi and I can't wait for them to be a wedding band whatever what's a person who feels that way and who's planning their we...

dding like that what are they reading online probably like a rolling stone maybe bon jovi or eighties music forums other wet other music magazines things like that think about where your people are on the internet and then that's where you're going to be putting your money two they read magazines what do they do in their spare time where do they see people who look like that that was something one of our specific goals about catalyst magazine is that we felt like there was sort of a lack of representation of different different populations in wedding media and so we created the magazine so that we could show you know interracial couples or gay couples are you know people who are again left out of the narrative so we could have images of them so you have to think about if you were that person if if I was a person who was about to marry a black woman, and I went to barnes and noble and I was like, all right, I guess we got a wedding magazine due to dio and I'm looking at these wedding magazines. I'm sure you all have all been to barnes and noble and looked at the wedding magazines. It's like eighty percent a white lady. Young, thin, maybe it's hand maybe a tan white lady, but mostly blonde and with a beautiful veil gorgeous gown looks amazing. Perfect flowers makeups perfect and that's. Fine, but that's not who I am. That's, not me and that's. Not who my my wife is. So you have tio think about what these people are looking at to help them get inspired and help them find their wedding resource is and go there. It might not be a wedding resource necessarily. It might be like I said, rolling stone, it might be other kinds of magazines. It might be the weekly like newspaper in your town. I don't know what it is because I don't know you people are but just sort of put yourself in that headspace and think about where those folks might be, and then that's where you want to put your advertising dollars. Here are some examples um if you're trying to eat reach lgbt q couples make sure the website that your advertising on publishes lgbt q weddings and I say that with a lot of seriousness because even those twenty fifteen they're still major wedding publications that don't publish same sex couples so if you're a person who's about to get into a same sex marriage and you're on this website and you don't really see people that look like you you're probably not hanging on that website very much so did oh for like any other demographic that you're that you're looking at say you want to really specialize in indian weddings or say you want to specialize in destination weddings you don't see any indian or destination weddings on blawg x your money probably doesn't need to go there because that's not the people that they're talking tio same thing with rural couples versus urban couples or if people you know it could be a zob biases not obvious it could be a simple as um if you're wanting to shoot in the south like me um don't don't advertise in a block that's got like a national or an international reach because the number of couples that are looking at this site that you know fall into the category that you're trying to reach is very small versus if there's a you know, south specific kind of publication, you could advertise there things to keep in mind so the largest wedding sites are often swamped with photographers really really swamped depending on your area I really encourage people to look for the smaller outlets and and consider advertising in smaller outlets because a lot of the places like where where photographers just kind of aggregate that's a really hard teo stand out unless if you're if your couples are very distinct in a visual sense you might be able to stand out there but if they're more nuanced qualities about the people you're trying to reach a set of values or politics or where they're located or whatever it's going to be really hard for them to find you in this like big mass kind of website and then always ask for traffic stats before you advertise anywhere ask them what? How many visitors do you have a month where they from how old are they? Because those websites who are selling ads definitely know that information and you're entitled to know it as a potential advertiser don't be shy about it and if there'll kind over the you know if anyone's trying to hedge then maybe maybe it's not totally legit and then like kind of a zoo not spending more money but if you're already paying to advertise somewhere, see if there's a way that you can tweak your current average hasn't I know a lot of places like offi bride specifically because I love them and I know them off the top of my head any lots of places do like annual listings, you know, see if there's a way that you could maybe tweak what you have already with them to include, like, the photos that you just made of the couples you want to reach or some of your language that you decided to incorporate into your about paige and see if there's a way that you could sort of steer what you already have out there into something more specific, because, again, being specific is what's going to get people to really, like, feel that connection with you and the more specific you can be the better. Um, and then facebook also offers targeting marketing. I'm not a facebook targeted marketing expert, so I can't totally speak to it, but there are ways that you can get two people by their location and by their interests and all sorts of things like that, which is a really good way, an affordable way if you want to just kind of, like, dabble in it because you can spend as little is like two dollars, I think, and that consort of help maybe get your toes wet and see if it works very well for you.

Class Description

Not everyone aspires to the big white wedding you’ll find on the cover of the major wedding magazines. Find out how to connect with a more eclectic client base and reach out to folks who do life differently in Targeted Marketing: Connecting with Non-Conformist Clients with Carly Romeo.

There are a lot of ways to put together a wedding and even more personality types and preferences among the people who throw them. Find out how you can reach out and offer your services to LGBTQ couples, interracial pairs, feminist brides and grooms, interfaith duos, and other convention-bucking couples in this fun and approachable class.

If you are nervous about communicating across differences, don’t want to offend, or simply don’t know where to start – Carly can help. She’ll share some essential tools for staying authentic to yourself while opening up your business to wedding clients who do things their own way. You’ll learn how to be more inclusive with your marketing and confident in your communication skills.