In the previous article, I talked about the problems many photographers are facing right now, and some of the things you can do to stop a failing photography business from going completely over the edge and disappearing into oblivion.
One of those things was the idea of building a solid lead-generation system, but what does that actually mean, and where should you start?
“Hope” Is Not A Marketing Strategy
The vast majority of visitors on your website will remain anonymous, known to you only as an IP address, and nothing more. You cannot communicate with those people directly as they’ve chosen to remain in the shadows, as it were.
Most photographers, the ones without a lead-generation system, are condemned to watching all those visitors arrive and leave again, helpless to do anything other than hope they click the “contact us” link or pick up the phone before they’re gone for good.
Hoping and praying that website visitors will decide to become clients right away is no way to run a successful business and doing so wastes all the effort put into SEO and social media, for example.
In contrast, a lead is a visitor who has expressed more than a passing interest in what you do or have to offer. They may not have emailed you or called you on the phone directly, but they are definitely interested in learning more.
In other words, they’ve raised their hand as a potentially qualified prospect – someone you can build a relationship with and accompany on their journey toward becoming an actual client.
So how do you get someone to become a lead, and what is a lead-generation system?
There's a lot more to "“Hope” Is Not A Marketing Strategy: Lead-Generation And The Essentials Of An Effective Photography Website", but access to the full content is reserved for Prime Focus Lab members.
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