The first indicator of what social media channels I needed to use for Jess Creatives was clarifying who my target audience was and what social media THEY were using. For instance, if you are a newborn photographer, your target audience is mothers. Do your research and find out where women spend their time online. The easiest way to do this is just do an online search of “social media usage” or “social media usage + women” or whoever your target audience may be. There are plenty of reports online to provide you data on your target audience.
Personally, I work with a lot of younger, female entrepreneurs. But, I don’t work with females exclusively! Therefore, I use multiple social media channels to reach a broader audience. Currently, I actively use (for my business, not just personally): Facebook, Twitter, Instagram, Pinterest, LinkedIn and Google+. Not everyone needs to use all of these channels, but there are a few that I would recommend for Photographers:
Yes, Facebook algorithms can be wonky. I hear (or read) a lot of complaints about Facebook for business pages. You don’t show up in feeds, or you’re not getting a lot of engagement, etc. But, it’s the most widely used social media channel – you can’t afford to not be on there!
While it may not be the most popular (or understood) social media channel, it may be one of the most important for your business. Google likes to promote its own content! So, when you create a Google+ profile, and register your business on Google Places, you are more likely to show up higher in search results. When I added my business to Google Places earlier this year, more of my leads came from Google than social media!
It’s becoming the new Google search. Pinterest is all about sharing images, so as photographers, why wouldn’t you get on Pinterest? I pin a variety of things from my own blog on Pinterest (business tips, designs), but the number one thing that gets re-pinned every time? Photos from photography sessions.
As I said earlier, I also use Instagram, Twitter and Linkedin. But using these networks really depend on if your audience is there, or if you want to put the work into it. I get a lot of leads and engagement on Twitter, but Facebook stays pretty quiet.
I would recommend photographers use Instagram, since it’s completely photo-driven, but again – it depends on your audience. If you work with a younger audience (high school seniors), then absolutely be on Instagram. If you work with an older audience, maybe not. Ask your clients if they use Instagram – whether in person, via Facebook or an email list – and they’ll tell you!
The best part of social media is that it’s easy to automate. I use IFTTT to save myself some time. For instance, I’ll set up a channel for when I use a hashtag on Instagram to send that post to my business Facebook page and business Twitter so that I don’t have to repost to each channel. This does not mean I automate an entire channel though, like sending Facebook to Twitter. Your audience doesn’t like an entirely automated feed, they want you to interact with them and show your personality!
Come back in a few weeks as Jessica goes in-depth with each Social Media Channel in this 4-part series, giving tips on how we can optimize each for our business marketing!
Latest posts by Jessica Freeman (see all)
- As a Photographer, What Social Media Channels Should I Be Using? - January 23, 2015