After 30 years in business, I aim to develop and implement a focused, strategic approach to connect with new clients and increase visibility. I continue to face challenges defining my markets and reaching them effectively in today’s fast-evolving, competitive economy. By aligning my outreach with modern marketing practices and current client engagement trends, I intend to grow my business sustainably while building lasting relationships with the right audience.

1. Define the Target Audience

• Identify ideal client profiles (e.g., industries, demographics, needs).
• Research where these clients spend their time online and how they make hiring decisions.

2. Build a Strategic Marketing Plan

• Develop a clear brand message that communicates value and differentiates your work.
• Craft a content strategy (e.g., blog, social media, email marketing) to showcase your photography and build trust.
• Plan a consistent schedule for marketing efforts.

3. Enhance Online Presence

• Optimize website for SEO and user experience.
• Create or refine landing pages targeted to specific client types (e.g., headshots, branding, editorial).
• Improve portfolio presentation and call-to-actions for inquiries.

4. Lead Generation & Outreach

• Set up lead capture tools (newsletters, downloadable resources, inquiry forms).
• Use targeted ads or collaborations to drive traffic.
• Reach out directly to potential clients via email or LinkedIn.

5. Strengthen Client Engagement

• Develop a system for timely follow-up and personalized communication.
• Share testimonials and case studies to build credibility.
• Create a referral or loyalty program for existing clients.

6. Track Performance & Adjust

• Use analytics to monitor what’s working (website traffic, social engagement, inquiries).
• Adjust the strategy based on results—refine messaging, target new channels, or test different offers.