Maximizing revenue from your online photo management software - it’s easier than you think
TRAVERSE CITY, MI, October 26, 2009: There are two ways to grow your photography sales. The first is to find new clients – easy enough to do with a general understanding of the principles of marketing and a bit of cabbage. The second way in which to grow sales is to maximize your revenues from current clients – get more from those who are already at your door.
One of the easiest ways in which to do this is by taking advantage of the features and bells and whistles of your online photo management program. MorePhotos, a leader in online photos proofing and sales software, offers the following tips:
- 1. Limit the timeline – Post images for a maximum of 14-30 days for portraits and sporting events, and 30-60 days for weddings and senior portraits. A sense of urgency will encourage fast action and decision-making. “Ninety-nine percent of the time, when a photographer is not seeing the level of sales he or she would like, it’s because they have not set any sort of time limit,” says Zachary Wessels, sales and marketing manager for MorePhotos. “Time limits get customers off the fence and spending money.”
- 2. Post a teaser – After an event or wedding, post even a few images immediately (within three or four days) as a teaser while the ambiance of the event is still fresh in everyone’s mind. This is minimal work for you, yet the bride or event planner, still basking in the afterglow, is likely to share this sneak preview (a.k.a. your website) with a multitude of friends and family (and her 346 Facebook friends). Your website gets instant traffic and you are viewed as a hero.
- 3. Let them sell for you – Tell the lucky bride and groom that, for every $100 their guests order online from you, you will give them an additional page in their wedding album. Most online photo management sales solutions should offer the capability to track this easily. “One of our clients reported earning $700 - $1800 more per wedding with this tactic,” says Wessels.
- 4. Never forget the potential for future sales – When preparing the order for pick-up or delivery, be sure to include a brochure or insert about your family portrait, baby or other photography services. Cultivate relationships whenever you can. A couple’s wedding is only the beginning of their needs for a quality photographer.
- 5. Add some specialty items – Undoubtedly, Zoey would be thrilled to see her soccer picture on a mock magazine cover, while Mom would be remiss if she didn’t have the latest Christmas pictures of the kids on her digital photo keychain. These types of ancillary products are a great source for additional revenue, and your clients will be thrilled that they can order these easily through your site.
- 6. Stay in touch – If you’re not using an online photo management and sales program that allows you to email your customers, then you’re missing out on potential sales. If your program has it, but you’re not utilizing it, you’re missing out as well. This is an inexpensive way to reach people who know your work by sending them reminders to make their holiday orders or an announcement of your upcoming Mother’s Day family portrait sale, for example. But do be careful to avoid being labeled as SPAM, says Wessels. “Keep in mind that you can only email to individuals who have agreed in writing to be on your email list or who have been a customer of yours (including purchased a print online) within the last three years.”
- 7. Include testimonials – Potential customers rely heavily on the input of others when searching for a photographer – even total strangers. Be sure to include on your site testimonials from current and previous clients, as well as vendors, again letting them work for you. This kind of third party endorsement is priceless and the price tag – very small.
- 8. Recognize good customers – Take care of those that provide you regular business. Periodically follow up and reward them by giving them a special coupon code, within your website, that entitles them to a special discount or value-added package. These customers are your best promoters and a “just for them” special will ensure they stay this way. Keep feeding these kitties.
- 9. Let your customers upload their own hi-res images for ordering through your site – Even with the plethora of “photo printers” available at every box store mentionable, nothing compares in quality or durability to the print quality achieved from a professional print lab. Offer this as an option to your current customers for an additional revenue and site traffic source.
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