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We’ve discussed the importance of branding for your business and finding your unique voice. One incredibly important aspect of that branding is designing a fantastic logo that potential clients will begin to recognize and associate with your business. In this post we will outline a few things to keep in mind when designing your logo.

Style

In the photography industry your images are always going to be the most important aspect of your business, however your logo is an important indicator of your style and can have an impact on a potential client’s decision to work with your or not. Make sure that your logo is reflective of your overall style and is consistent with the way you want your audience to view your business. For instance, different font treatments, colors, and designs can automatically evoke a certain emotional response from a viewer. Commercial and editorial photographers typically have a simpler logo with a specific font and maybe one or two design elements thrown in that speaks to their professionalism. A wedding photographer, for example, might have a more elaborate logo design and graphics that speaks to the emotional nature of their clients. Whatever your niche, it is important to remember that a logo is a graphical representation of the style of your work.

Bonus: just in case you are designing your logo yourself, FontSpace, Fonts, and dafont all offer free or low license rate fonts to help you spruce up your logo design.

Color, Size, and Placement

Much like deciding whether your images will have a greater impact in color or black and white, the decision to use color in your logo design should be approached in the same manner. If your logo design has a lot of graphics in the background, using color will make those graphics more prominent; if your logo is a simpler design that features either just your name or the name of your business, a black and white color scale may make more sense.

In the same vein, deciding on the size of your logo will also be important. Keep in mind that no matter how stellar, cool, and unique your logo turns out to be, a potential client’s focus when looking at your website or marketing materials should be on your images. Your logo should not only serve as a supplement and a reinforcement of your photography and therefore should not overwhelm or take over the entire page or website.

Lastly, deciding on the placement of your logo within your website will also be integral. Does it have more impact being used as the background for your splash page when a user first lands on your site? Or do you simply want it placed in a small portion of the upper right/left corner of your website? Whatever you ultimately decide, your editSuite and our Support Team allows you the ability to customize the placement of your logo to fit your needs.

What Does Your Logo Mean?

Much like every image you capture, every logo should tell a story – even if it’s just to you. It’s important that you are able to articulate why you chose the logo design that you did, what it means to you, and what message you want it to send to your clients. A good exercise to try is writing down three words or ideas to describe your business or style. Once you have a few logo designs that you are deciding between, ask some friends and family (who will give you an honest, objective opinion) to look at the designs and write down the words that come to mind when they view each logo. If you find that some of the words they use match-up with the descriptions you’ve written about your business, you’ll know which logo is on the right track.

Be Consistent

While many businesses (especially ones that have been around for many years) go through re-branding, it is important that you are not changing your logo all the time. In order for potential clients to really associate your logo with your brand, it needs to remain consistent and have time to become recognizable.

Ultimately, whether you design your own logo yourself or hire a graphic designer, having a logo for your business is an incredibly important aspect of establishing your brand and professionalism. What other tips do you have for designing a logo?

Posted in Business / Marketing

Hopefully by now you all know about the importance of social media for the success of your business. At this stage in the social game, Facebook and Twitter should be old hat. But what about some of the newer platforms that are quickly becoming more popular – even surpassing – some of the old favorites? Instagram, Pinterest, and Tumblr are the networks to watch in 2015 – and the good news for all you creative professionals – all of these platforms are dominated by photo and video content.

Instagram-Logo

 

InstagramWith 300 million monthly active users and Citigroup just raising the valuation of the network from $19 billion to $35 billion, Instagram has officially surpassed Twitter. With a number of recent updates to the app, such as looping videos, like its main competitor, Vine, does, Instagram has made some huge strides in overall user experience. Instagram also just released a whole slew of new photo editing tools – from creative tools, to brand new filter choices – making it the ideal space for creative professionals to share their photos. If you aren’t on Instagram already, this should be the first social network that you check out ASAP so you can connect with customers, showcase your work, and develop your brand. (Also, make sure to follow @liveBookswebsites!)

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Pinterest – With another round of funding, Pinterest is rumored to now be valued at $11 billion with an 111% growth in active users in the past six months. Pinterest has also been making some pretty significant updates to its platform – a smarter search tool called Guided Search that allows a user to filter their searches by adding specific filters relevant to the original search term. Plus, much like Instagram’s Direct feature, Pinterest also recently released the ability for users to have private conversations about specific pins. Since up to 80% of all pins on Pinterest are repins – this is a huge opportunity for photographers to organically “pin” their own content with a high likelihood that it will be re-pinned by the Pinterest community. Everyone – from agency’s (for commercial/editorial work) to consumers (for portraits and weddings) are searching photos on Pinterest. This is a great platform to showcase your work and get noticed – and don’t forget to #hashtag!

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Tumblr – While Tumblr has actually been around since 2007, because of some updates and a refreshed interface, its active users grew by 120% in the past six months. To put this all in perspective, Facebook’s active users grew by just 2% in the past six months.  And while Tumblr is mostly known as a microblogging platform, the reason to be on Tumblr is its highly engaged community. Posts are shared, reblogged, liked, and commented on with great frequency, and it has become known as the “Twitterized version of WordPress.”  While you can share and post pretty much any content you want, from text, photos, quotes, links, chat, audio, and video, unsurprisingly in this day and age, the most shared and liked content is photos. Since 83% of Tumblr posts are photos, and most users do not create their own content, adding your original photos to the content pool will set you apart in the Tumblr world. Check out Harrison Jacobs “7 Tumblr Tips for Photographers” for some really great info on how to best utilize this platform for your business.

I think we all know that social media is here for the long haul, and the good news is that it’s a great opportunity to show off your creativity and add meaningful content to the conversation. Take advantage of all of these free ways to get your brand out there – because it will be imperative for the future of your business.

 

liveBooks designers and marketing experts weigh in on the ten things you can do to improve your photography website.

1. Add Fresh Content
With the new year on the horizon, our design experts recommend refreshing the images and content on your website to make sure you are displaying recent and relevant work. “So many people like to build their site and forget it.  We’ve found that the most successful websites are those that are updated regularly,” says Ryan Maher, designer at liveBooks.com.  Just like a store changes the display window each season, we recommend refreshing the work displayed on your site two or three times a year.

2. Keep Mobile in Mind
It’s no secret that the world is going mobile. As more and more of your website traffic comes from smart phones and tablets, you need to make sure your website is optimized for those visitors. Whether you use a responsive website platform or enable a mobile-optimized version of your desktop site, you need to be sure your website looks good –and functions well– across all devices.

Mobilize Your Website

Expert Tip: Design with mobile in mind.  The mobile visitor behaves differently than the desktop visitor- make sure your site looks good for both!

3. Use Clear Navigation
Website Designer Adam Royer advises, “Function over fashion. User-friendliness is a must!” As you build your website, have an idea in mind of what you want your visitors to do when they land there. Do you want them to view your portfolio? Contact you? Watch a video? Whatever your answer, make sure your navigation and layout makes it easy for people to go to the pages you are hoping to highlight. A clean navigation menu is one of the easiest way to accomplish this!

Expert Tip: Make sure the text is legible! Use fonts that are large enough to be read on all devices.

4. Blog Regularly
Since we don’t all have time to change the photos on our website every week, a blog is a great way to add fresh content to your web presence without altering the look and feel of your website. Make it a goal to generate one blog post per week. You can start short and simple, just try to get something out there. Not only will new blog posts engage your visitors and showcase your recent work, it is also a huge benefit from an SEO perspective, as search engines tend to favor sites producing new content.

5. Let Your Images Do the Talking
Your photos are your calling card, show them off! One of the biggest trends in website design for 2015 is large, full-bleed photos that extend across the entire page. We recommend choosing a few photos that convey your vision, and displaying them (in a rotating slider or stacked) on your homepage.  A great website design that uses this full-bleed feature is the STATURE template within the liveBooks Professional Design Templates.full_bleed

6. SEO
Search Engine Optimization is considered one of the most important things you can do for your website. No matter how great your site looks, and how user friendly it is, search engines like Google, Yahoo and Bing are not going to display it in their results without the proper keywords, tags, backlinks, etc.  While search algorithms change constantly, (making it nearly impossible to “game the system”) one thing you can do to help your ranking is to name your images. Since most photographers websites are portfolio based, you can counteract the lack of keywords with naming and alt tags in your images.

7. Make it Easy to Contact You
You’ve worked hard to get visitors to your site- make sure you’re making it easy for them to contact you!  Whether you utilize a traditional contact form or simply write out your contact information, our experts recommend having a way to contact you listed from every single page of your website.

Expert Tip: Contact forms with fewer than 5 fields perform best!

8. Showcase Videos
Whether or not you have a videography component to your work, including two or three videos on your site is a great way to engage your visitors and bring your work to life.  Each liveBooks template allows for vimeo integration, providing you with the ability to have a video grid, single video, or full-page video embedded into your site.  Some suggested video types include: behind the scenes footage of a shoot, a welcome video of you talking about your work or a promotional video featuring your work.

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Expert Tip: Videos perform better when they are integrated into your site, rather than requiring a pop-up to play.

9. Track Visitor Behavior
In order to ensure that your website is performing the way you want it to, you need to understand what people are doing (or not doing) on your site.  Google analytics is one of the easiest (and cheapest- it’s free!) ways to track the behavior of visitors to your website.  Once you understand how visitors are engaging with your site, you can adjust photos, content, and calls to action to maximize each visit.  Notice that people keep hitting your pricing page after visiting a specific gallery? Highlight that gallery on your homepage to increase conversions!

10. Choose the Right Photos
Some photos resonate better than others when put up on your website.  Designer Ryan Mahar recommends that you have a portfolio editor or even some friends or colleagues go through your images and pick out their favorites. Then choose what to upload accordingly.

 

Lou Manna has spent over 30 years creating images of all things editable. He is an award-winning commercial photographer, author and teacher based in New York City. His recipe for marketing for photographers is tried and true!

Marketing Basics

Most marketing experts say you need to strictly adhere to a plan and adopt specific tactics and objectives in order to be successful. Well, as a photographer with a creative soul whose spirit prefers shooting wonderful images more than being awash in spreadsheets, I follow three pretty simple rules: I cast a wide net in the right waters by having a great website, practice targeted email marketing, and make sure to stay in touch with current and potential clients.

By practicing this style of marketing, I have been able to maintain a thriving studio in today’s competitive environment.

Image courtesy of Lou Manna.

Image courtesy of Lou Manna.

Casting the Big Net

The Internet offers a huge sea of potential clients, so one of the key things for me is to cast a wide net with a great website. This net is my 24 hour presence and my virtual storefront, so it’s important to show my best work. Personally I love the way liveBooks displays large, high quality photos and permits me to change or move around images in a snap. I cannot tell you how many times I have had a potential client tell me they decided to call because they saw my site. Since I switched over to liveBooks, my revenue has risen over 50 percent. One client even told me he looked at more than 250 photographers’ websites before narrowing it down based on site views alone. It came down to me and one other candidate. I got the job.

Of course you can never be sure who’s surfing the Internet, so that’s why I make it a point to constantly include fresh images and keep the range of displayed photos wide. I can point to an example where just after updating my site I reeled in a big client, the National Mango Board, who in turn referred me to their agency. I was hired to shoot a campaign for them including recipes and beauty shots of mangos. As it happens, the account executive that we worked with loved my photography and decided to tie in the American Lamb Board and sent them to my site for their feedback. Once again my website came through for me without my knowledge. That union led to another client through the same agency, the National Peanut Council.

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Consistent Email Marketing Pays Off

Besides this wide cast, I like to use personalized email marketing to nab or influence individual targets—the ones I know. I call this my narrower net. My list is up to three thousand names, mostly clients, peers, people I have met and think might one day be a source of business or referral. My email marketing is not highly polished or sent out at consistent intervals. I send out HTML emails that feature a fresh image whenever I have the opportunity. My images are simple and clean with appetite appeal! I add a few personal sentences and hit the send button. I think recipients appreciate the sentiment and see this as a greeting card, not a marketing push. Just staying in touch reminds people of your work. A few holidays back I sent out about 500 emails with the martini glasses. Nearly ten percent responded with well wishes and I netted two big jobs. Today I count 80 percent of my clients to be repeaters, so email marketing is a real inexpensive mainstay for me.

Holiday Cocktail. Image courtesy of Lou Manna.

Holiday Cocktail. Image courtesy of Lou Manna.

Face to Face is a Narrow Net

The old fashioned way which is geographically limited is getting out there as much as possible to network face to face. People like working with a photographer they have met and are comfortable with. I always carry my business card that has a mouthwatering photo on the back. Combine this with a great website and consistent communication through the Internet and you have a winning recipe.

Lou Manna is an award-winning commercial photographer, author and teacher based in New York City. You can find more of his work on his website and blog.

Posted in Marketing

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