It’s no secret that there’s been a bit of chaos and panic in the business space here lately. Given the current state of the world (ahem, COVID-19) and the marketplace, to worry about the future state of your business is human. However, we can’t stay there.
When all of this is over, and in Jesus’ name it will be, our businesses need to be positioned for maximum impact and revenue gain. Wouldn’t you agree?
Guess what doesn’t get us there, though? Panic. Panic is the enemy of peace and productivity and it holds us back from doing the purposeful work we were created to do.
So, how can we show up well and serve the current marketplace while all this chaos is swirling around us? Answer: keep serving and showing up. It’s as simple as that and we’re about to unpack exactly how to do so in 3 simple steps!
3 Ways Your Photography Business Can Serve the Current Marketplace
1. Be empathetic, not tone-deaf.
You’d think this goes without saying, but it’s a necessary first step. No matter what role you play as you exist in this world, everyone has experienced some sort of emotional, mental or physical anxiety in the past few weeks. Taking a moment to pause and be conscious of that as we show up and market ourselves online is one of the most thoughtful things you can do.
If your business has decided to address COVID-19, consider this ONE thing before you show up: Is the way I’m adding to this [already noisy] conversation adding value or stirring up anxiety in my audience’s lives?
Then go ahead and do your thing.
And if you’re wondering what exactly I mean by “tone-deaf”, let me explain via example.
A couple of days ago, I received (what I hope to be) an automated email campaign from a popular hair salon. Their email stated that they were proud to announce that they are the official sponsor of the NCAA and March Madness…which has been completely canceled due to a worldwide pandemic…yikes.
What likely happened is that their marketing team didn’t flip through their automated messaging to make sure it reflected current events. Which, in turn, results in tone-deaf marketing.
So, if you’re an adventure photographer, I’d steer clear from marketing a spring elopement session at the moment. Catch my drift?
2. Practice Oprah-style generosity.
Now, I know you’re like, “But, Jess, I already give away so much FREE content and resources…”, and I get that, I really do. But, now is the time for us to practice generosity like never before. With potential clients clinging to their wallets and unsure of the marketplace, nurturing them is the way to go.
Do you have a digital resource you could give away for free?
Can you restructure your offerings to be flexible and meet your client’s new budget once they’re ready to book?
A really great example of genius generous marketing done right is the Daily Burn. They an at-home workout brand that is offering a 60-day free membership in a time of social distancing because they know people still want to be active at home while their gyms are closed. Their brand awareness is spreading like wildfire due to extreme generosity that will likely result in continued membership even after this is over.
3. Position your products & services to be the “new” solution.
We’ve all likely been trained, whether on this platform or elsewhere to find out what our client’s problems are and solve them. But, our clients have new problems now.
Here’s an example:
A popular coconut-lotion company that was looking forward to gearing all of its marketing material and sales strategies towards spring break had to quickly pivot during the very obvious travel ban. Vacations all across the world are canceled, so their marketing would have been considered tone-deaf and ineffective. They took into consideration how their product could serve their customer’s new problems, which is…drumroll please…dry hands from all the sanitizer we’re using!
They would have never considered that style of marketing before, but since they paused to consider their product in the new marketplace, they’re winning!
I’ve very aware that as photographers, we offer a service, which is a little harder to reposition, but maybe this is a good time to sit down and consider how you can turn a portion of your business into digital content by considering some of the [other] problems your clients have.
Do they have a DSLR sitting around that they don’t know how to use? Can you create a course around teaching the everyday person how to shoot professionally?
The main point is, the businesses that are not only going to survive but thrive are those who are using this unfortunate crisis as an opportunity for growth and productivity instead of being paralyzed by panic. I know it’s easier said than done, but you’re a resilient, resourceful business owner that is going to embrace challenge and change like the faith-filled CEO you are.
With that being said, I wanted to wrap up by speaking and professing truth over you in this season of life by giving you a verse to cling to when anxiety feels all too familiar:
Do not be anxious about anything, but in every situation, by prayer and petition, with thanksgiving, present your requests to God. And the peace of God, which transcends all understanding, will guard your hearts and your minds in Christ Jesus. – Philippians 4:6-7
I know it’s hard to feel so out of control of your business, but rest assured that you’re safe in the hands of a God that cares about every single detail of your life and is working behind the scenes to restore all that feels lost. There is hope, and it comes in the form of Jesus. His name holds power and truth.
So, take these tips and apply them to your business, and when anxiety creeps in, recite this verse and utter His name to usher in peace that surpasses all understanding, friend. Your business’s future isn’t dependent on the state of the current marketplace, but on the One who holds the plans for our prosperous future in His hands.
Looking at your business from a fresh perspective with all the free time you have on your hands? Looking to improve your skills or uplevel your strategy in general?
I feel you. Did you know you can chat with me for FREE, (no strings attached,) and have me walk you through the process? Then, if you decide you want to have me come alongside you and put in place what we chatted about– we can get you on my books for 1-1 mentoring ASAP!
Click the link below, and I’ll start making the coffee now for our chat! Can’t WAIT!
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Whatevs. Pinterest biz sesh, anybody!? 😎🥂