Here we are at the end of 2022. For most photographers, we are looking ahead to a bit of a slow season in the first quarter. For some that might be scary, but I truly count this as one of my favorite times of the year! It is the opportunity to evaluate the good, the bad, and the ugly of last year and make a better plan for the coming one.
It is a “New year and a new you” as the saying goes, but there is one keyword people miss in the application…New. “New” means, not the same. “New” has an element of intentionality. “New” is simple. “New” means “Do differently.” Stop what you need to stop. Do what you know you need to do. Continue, but refine what is working well.
Prep: Before you begin refocusing your priorities, I recommend taking a moment to reflect. The S.W.O.T. Analysis is an easy and simple way to do this. Google it if you are not familiar. There are also free templates all over the internet to print.
Have you completed your S.W.O.T. Analysis? Great! With all those Strengths, Weaknesses, Opportunities, and Threats in mind, let’s now dive into the ten most important ways you can refocus your business priorities and get NEW and BETTER results in 2023.
Diversify your income streams: Don't rely on just one source of income, such as one genre like weddings or family portraits. Consider offering additional services that have a similar business model as what you already know, such as commercial or product photography if you do headshots, or selling portrait products if you do families and seniors grads. Regardless of your current level of business, there is always another need you can fulfill for your client.
Build a strong online presence: This includes having a professional website, an active social media presence, and a solid email marketing strategy. Even if you are already on top of these, revisit them and make them stronger.
Focus on building your brand: Your brand should reflect your unique style and vision as a photographer. Develop a strong brand identity and consistently promote it across all of your marketing channels. A friend of mine named Levi Sim, once said, “If you want to be a better photographer, learn to be a better person.”
Network with other business professionals: Build relationships with the business leaders around you and add value to the local community. This will never be fruitless. All of your ideal client types are doing business with other kinds of businesses in your community. Their clients can become your clients.
Invest in education and training: Stay up-to-date on the latest trends and techniques in photography by investing in education and training. This can help you improve your skills and stand out in a crowded market. Pay more attention to “the boring training” about better business practices than the “photo tricks” that always feel more fun.
Build a stronger portfolio: I’m sure you know your portfolio is a key marketing tool that showcases your work and skills to potential clients who are searching for you. Make sure it is regularly updated with your best work and is easily accessible online. Do you have your contact details clearly displayed on every single page of your portfolio?
Focus on customer service: Providing excellent customer service can help you stand out in a crowded market and lead to repeat business and referrals. We are living in a time post-COVID where the bar for customer service has never been lower, meaning it takes next to no effort to show you care just a little more for people.
Learn how to effectively price your services: Properly pricing your services is crucial for the success of your business and now more than ever with current inflation rates. Research comparable rates in your area and consider more many factors than your Costs of Goods Sold such as your skills and experience, the value you provide to your clients, and your business expenses. If your pricing is off in any of these areas, the higher costs are secretly eating up your business from underneath.
Be proactive in marketing your business: Don't wait for business to come to you. Reach out to potential clients and promote your services through a variety of marketing channels. It is always harder to devote thought energy to what needs to be done in the moment, but so easy to make a marketing plan. A year has 12 months, so you only need to plan one activity per month. Consider the seasonality of your work and the goals you have for the year as you jot down your twelve items. Don’t forget, there is sophistication in simplicity. You are more likely to act if they are small, easy-to-understand items.
Stay organized and manage your time effectively: Good time management and organization are key to running a successful photography business. Develop systems for managing your workload, bookkeeping, scheduling, and other tasks to help you stay on top of things. Also, remember that most of the “effective work time” you lose in a day happens during distractions and transitions. Look for ways to work smarter, block your time, and limit intrusions.
Homework time! So sorry to break it to you…needed change is easy to identify, but not as easy to apply. Grab a notepad and work through this list again. Brainstorm all the unique things that are required to make your business better in 2023. I like using the Motive/Action Framework, again, because it keeps things simple.
For example, concerning time management…
MOTIVE: Need to group similar types of work together on certain days.
ACTION: Create blocks of time on the calendar for single-focusing on calls/emails, editing, photo shoots, and meeting appointments.
