Looking for a quick revenue boost in the lead up to Christmas? Black Friday is the PERFECT time to implement a photographer marketing campaign and give your end of year sales a boost.
Black Friday kicks off the holiday buying season, setting the stage for a whirlwind of shopping that lasts right up to Christmas.
It’s when consumers are on the hunt for the perfect gifts and looking to get a head start on their Christmas shopping with some special deals.
And Family Photography could be exactly what they’re looking for!
Photographer Marketing Tactics
Sales events like Black Friday aren’t just about slashing prices. They’re a trigger for your ideal audience to buy.
Throughout the year, clients may have held off on purchases due to cost of living pressures or even due to the busyness of “life”.
Events like Black Friday provide that nudge and reason to buy NOW with a deal too good to refuse.
Let’s dive into the photographer marketing tactics that can help make the most of the buying season!
Craft Irresistible Black Friday Offers
Your special offer for Black Friday needs to be IRRESISTIBLE and a no brainer.
Consumers are looking for the best deals where they can save some money.
Offers like 10% off your normal pricing, may not be enticing enough at this time of year.
However that doesn’t mean you need to heavily discount in your photographer marketing! Let’s look at a few strategies that you can use to create FOMO without selling your soul.
Limited Time or Numbered Offers
Create a sense of urgency by limiting the time they can buy the offer or how many people can purchase the offer at that price. You can even do both at the same time. For example:
- Available for 24 hours only and limited the first 20 people
- Three days only. First 10 people. Buy Now!
Make your offer so good they can’t resist, but so limited they have to act fast.
Add Value Instead of Discounting
Test “adding value” instead of discounting in your photographer marketing! Some photographers may feel discounting devalues (will save this myth for another blog).
An alternative is to add value by creating irresistible packages that give clients more bang for their buck.
For example, you might offer Family Session at full price but throw in a gorgeous 16×20 Fine Art Print as a limited time bonus. Or I’ll include a mini album with every booking – something that doesn’t cost me much to produce, but has high perceived value.
This allows you to maintain your pricing, but also gives clients a reason to book now.
Plus, these added-value items often become talking points, leading to word-of-mouth referrals. It’s all about creating an offer that feels too good to pass up, without compromising on your worth as a professional.
Early Access Offers
Don’t forget your loyal past clients! They’re the backbone of your business. And it is much easier to sell to an existing client than find a new one who doesn’t know you yet.
Send an email to past clients in the lead up to Black Friday to give them exclusive early access. It makes them feel special and gets your bookings rolling before the rush.
Bundle Up for Success
Lastly, bundling services is a fantastic way to increase your average sale with your photographer marketing. This could be a bundle of products or packages that aren’t offered at any other time of year.
Or even Bundling multiple sessions for the price of one. For example Newborn & Cake Smash Bundle or Family Portrait & Kids Only Catch-Up Bundle. Bundling sessions means you’ll see that client multiple times throughout the year.
Remember, the goal isn’t just to make a quick buck. It’s about creating offers that excite your clients and keep them coming back.
Get creative and show your value!
Leverage Social Media for Maximum Photographer Marketing Visibility
Social media is your secret weapon for Black Friday success. I’ve seen photographers go from struggling to “booked solid” just by upping their social game.
Let’s break down some strategies to boost your visibility!
- Create some buzz in the lead up to Black Friday with a count down or sneak peak
- Use a mix of finished images and behind the scenes to entertain and get them excited
- Utilise each platform’s superpowers – eg Instagram Stories, Reels, Facebook Lives
- Collaborating with local businesses to increase your reach
Email Marketing: Photographer Marketing Secret Weapon
Email Marketing is your Black Friday secret weapon. However, don’t just blast your entire list screaming BUY NOW over and over. Their inbox is probably already flooded with those emails.
Your best email marketing strategy is precision and personalisation.
Segment Your Audience
Segmentation is key. Split your list into past clients and leads who haven’t booked yet.
For past clients, the hook may be “Ready for another unforgettable family session?” while for new leads, it’s more like, “Create your first family heirloom this Black Friday.”
It’s all about speaking directly to their specific situation.
Subject Lines MATTER
Subject lines make or break your open rates. Here are a few tips:
- Keep it short and punchy – aim for 40 characters or less.
- Use power words that create urgency, like “Exclusive,” “Limited,” or “Don’t Miss Out.”
- Personalisation can boost open rates. Try including the recipient’s name or location.
- Numbers and percentages catch the eye, so something like “50% Off Your Dream Family Photos” can be effective.
- And don’t forget emojis – they can increase open rates by up to 56%! But don’t go over the top. One is enough.
Test different options with a small segment of your list to see what resonates best with your audience.
Create FOMO
Scarcity and urgency are your best friends in Black Friday emails. Use countdown timers or statements like “Only 3 spots left at this price!”.
Reward VIPs
Offer your email list first dibs on sessions or an extra 10% off that’s not advertised anywhere else. It makes them feel special and incentivizes repeat bookings.
Email marketing isn’t just about selling – it’s about building relationships.
Each email is a chance to connect with your clients and show them the value you bring. So, start planning your email strategy now. Your Black Friday success is just a send button away!
Optimise Your Website for Black Friday Photographer Marketing Traffic
Is your website Black Friday-ready? Too many photographers miss out on bookings because their sites couldn’t handle the holiday rush. Don’t let that be you!
Create a Landing Page
Create a dedicated Black Friday landing page. This is your digital storefront for the big day. Make it eye-catching with your best hero shots and be crystal-clear about your offers. No need for fancy design – simplicity sells.
Is it Mobile Friendly?
Most people will browse Black Friday offers on their phones. If your site isn’t mobile-friendly, you’re leaving money on the table. A responsive design isn’t just nice to have, it’s essential.
Include a Countdown
Urgency is your friend on Black Friday. Use countdown timers which is a way of subtly saying “Book now or miss out!” A timer near the Book Now button will help conversion rates. Just make sure it’s genuine – when the timer hits zero, the deal should really end.
Make it easy to buy!
Lastly, streamline your booking process! Every extra click is a chance for a client to change their mind. Cut the process down to the bare essentials. Using a booking form? Stick to name, email, desired package and preferred date. Everything else can wait.
Selling Gift Certificates? Make sure there are minimal clicks and its an effortless process on both desktop AND mobile.
Harness the Power of Local SEO in your Photographer Marketing
Are you leveraging your Local SEO during Black Friday? Let’s dive into some tactics that’ll put you on the map – literally!
Google My Business
Don’t forget your Google Business Profile during sales events. This is your Google Storefront and it’s free real estate! Make sure you’re using all the features – posts, photos and even the Q&A section. It’s like having a 24/7 billboard in the digital town square.
Google Rankings
Do you know what terms your potential customers are searching for in Google? AND are you on page one for those terms?
If you don’t know, then it might be time to do some keyword research and create blogs that target those keywords. It’s all about becoming the go-to resource for your area.
Hashtag Strategy
Don’t forget about local hashtags on social media! While their use effectiveness is diminishing on some platforms, there are still opportunities. Have a look to see if there are any location specific hashtags you can use to increase the reach of your posts. Avoid general #BlackFridayDeals – these will be crowded and targeted by spammers. Stick to your hyper focused local hashtags that include your city, suburb or region.
Partner with Local Businesses
Partnering with other businesses can amplify the reach and appeal of your Black Friday photographer marketing.
But it’s not just about discounts – it’s about creating unique, irresistible experiences that set you apart from the competition.
Team up with complementary businesses to tap into each other’s customer bases. This can exponentially increase your visibility without spending extra on advertising.
For example, try partnering with a local children’s clothing boutique and create a package that includes a photo session and a gift certificate for the local business.
Utilise each other’s marketing channels. Share each other’s social media posts and feature each other in your email newsletters.
This cross-promotion can help you reach new audiences who might not have found you otherwise.
By partnering strategically with local businesses, you’re not just expanding your reach – you’re creating unique value propositions that can set you apart during the competitive Black Friday season.
It’s a win-win-win … for you, your business partners and most importantly, your clients!
Conclusion: Black Friday Photographer Marketing
Black Friday is your chance to shine and attract those dream clients with your photographer marketing!
By implementing these photographer marketing strategies, you’ll set yourself apart from the competition and end the year with a bang.
Remember, your unique vision and skills are what families are looking for – now go out there and show them what you’ve got!
