by Jen Basford 3 Common Marketing Mistakes That Photographers Make…
Intro by Skip Cohen
In Part I of this special post, Bryan Caporicci gave you suggestions for laying down a solid foundation for referrals. Now it’s time to take some action.
He’s sharing ten ideas here to help you build a more regular flow of referrals. Referrals don’t happen by accident – they’re the result of staying focused on your client and great customer service.
“The purpose of a business is to create a customer who creates customers!” Shiv Singh
Make every interaction with each client an experience, not just a sitting or a captured photograph. Each customer represents an opportunity to build a relationship. Your greatest marketing tool is in relationship building – it starts with your personality and passion and extends through your skill set and making yourself habit-forming!
When most photographers think of how to get referrals, they think of the awkward process of asking their client to write down the names of three people who might appreciate quality photography for you to cold-call. First of all, this process doesn’t have to be awkward. Let me remind you of the three “referral enablers” we discussed earlier – if you are truly meeting each of them, then your client will be thrilled to give you a referral. Secondly, it doesn’t have to be awkward or icky at all. What follows are ten ideas as to how you can get referrals in your photography business.
Referral idea #1 – Just ask!
Asking for a referral at a “happy point” in the relationship is a great way to start this conversation of referral ideas. This is the “traditional” way of asking for referrals that I discussed earlier. It bears repeating that if you are truly following the “referral enablers” then this shouldn’t be a difficult process – your client will be happy to give you a referral. Here is an example script that you may use:
I really enjoyed photographing your family and spending time together. I’d love to work with more families just like you. Do you know anyone – perhaps a family member, a friend or a colleague – who might enjoy the same type of images and that we created for you?
Referral idea #2 – Send a referral letter
If you want to get real serious about having a “warm” referral, then ask your client to write a referral letter on your letterhead. This is to be directed towards someone they know who would appreciate the same kind of photography that your client just had with you. Mail this letter to their friend with a small print from your client’s session and a letter saying something along the lines of:
Your friend had a great experience having their family portraits captured and wanted to tell you about it. Here’s one of their favorite images in case you haven’t seen them yet, as well as a letter from them. They thought that you might appreciate something similar for your family.
Referral idea #3 – Introduction
A softer iteration of the previous idea would be to ask your client to introduce you to a friend or family member who needs a specific photographic service via e-mail or social media. Have them tag both of you in a status post or in a photo.
Referral idea #4 – Educate your clients
If you don’t want to ask for a specific referral (or in addition to doing so), then you should educate your clients on how to refer you. This way you can stay top-of-mind in their heads. There are two parts to this:
- Teach your clients what to listen for to refer you.
- Teach your clients what to say to refer you.
As a quick example, a newborn photographer may want to educate their clients that the best way to look for referrals for you is for them to listen for the words “expecting” or “pregnant”, and anytime they hear that they should tell that person how special the newborn images are, when their baby is so small and tender.
Referral idea #5 – Give gift certificates
Segment your client list, and determine your top 10% – clients you love working with, who have been repeat customers, spend an appropriate amount each time and really appreciate your photography. Send them a “referral package” that includes a gift certificate for themselves to use towards their next session, as well as three gift certificates that they can give (on behalf of them) to three friends for complimentary sessions.
Referral idea #6 – Social media
Social media is great for word-of-mouth and you can use very effectively to build relationships and get referrals. Try posting an image from a recent session on Facebook and “tag” your client in it. In the “description” for the image, write a call-to-action that your client’s friends will see that encourages them to “like” your page or contact you for a “special”. Better yet, you could design an image with a call-to-action embedded on the photo itself and e-mail it to your client to put on their own Facebook page.
Referral idea #7 – Make an “event” out of product delivery
Offer to make an event out of the delivery of your client’s finished products. For example, if it is a family portrait client who has ordered wall portraits, offer to visit their home at a scheduled time to hang them personally to ensure they’re displayed at their best. Tell them that you’ll arrange for lunch and ask if they’d have a friend join who may also be interested in family portraits. You can talk to them about their session, they can see your finished product and service, and you can get a first-hand testimonial from your client. It’s almost a guaranteed client!
Referral idea #8 – Referral cards
Instead of just giving business cards to your clients to hand out for you, why not give them small business card sized prints or press cards with their images on it that also just happens to have your contact information on the back. This is basically a personalized business card, and who wouldn’t want to hand out small wallet-sized prints of their own family and brag! After all, that’s why we put images on Facebook or social media, right – to share? Enable your clients to do this in-person and offline as well.
Referral idea #9 – Testimonials
Ask your clients for a testimonial, but don’t just leave it at that. Once you’ve published it (on your blog or website), share it on social media, tag your client in it and ask them to share it with anyone in specific who might be looking for that type of session.
Referral idea #10 – Referral program
I made this the last idea here on purpose. Certainly, a referral program is a great idea, but it shouldn’t be your first (nor only) referral campaign. Referral programs are great for supplementary referrals (when you reward those who refer you) but personally, I would rather see my clients referring me because they want to refer me, and not because I give them something in return.
Non-traditional referral ideas
Asking for referrals doesn’t have to be uncomfortable. Remember that if you truly optimize the three foundations to being a referable photographer (experience, product and expectations) then your clients will want to refer you. They’ll be doing their friends/family a favor by passing your name on.