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Get a Blog:
One Photographer’s Insights
By Ethan G. Salwen
Wayne Wallace
My blog has been great for my search results on google: www.waynewallace.com/blog
ES: Why did you start blogging?
WW: I’ve watched the blog industry since early 2000 and finally decided to start one when Google bought Blogger.com, because I figured that having a blog would probably be good for my search engine stats. I decided to set up a blog that would tell potential customers about what I’ve accomplished and what I was offering and to share some things that I’ve photographed.
ES: How has your blog worked into your overall marketing efforts?
WW: The focus of my marketing efforts has been to build my business through the Web. Since I build my own Web sites, I can present myself the way I would like and attract the type of customers I want to work with. I decided to build different Web sites that target different customer types.
ES: And how does your blog fit into this?
WW: My blog works with the other Web sites to act like a web of Web sites — just like spider webs. When someone does a search for a certain type of photographer in Las Vegas they typically find one or many of my Web sites or blog pages, depending on their search criteria. All of my Web sites link to each other, so the potential customer is led down the rabbit hole through attraction and curiosity. I use my blog to put up little snippets that have key words that I want associated with my Web sites.
ES: How does this web of Web pages differ from traditional online marketing?
WW: I see my blog postings and my multiple Web sites as specific attraction tools — as specific landing pads for each type of client I am trying to reach. Many photographers try to cover everything with one Web site and sell their services with images alone. But it’s all about casting the net wide. I use many different Web sites and domain names to cast the net as wide as possible and to try and reach as many potential customers as possible. That said, I keep my Web pages focused to the audience I’m trying to reach, as search engines like Google prefer topic specific pages. Having a focused message is important in the process of selling. Images are great sales tools, but direct marketing copy that speaks to the target customer helps close the sale.
ES: Can you talk a little bit more about this “landing pad” concept?
WW: All of my websites are landing pages for their intended audience. Ultimately I direct people to my portfolio Web site www.waynewallacephotography.com, which is my main image portfolio Web site. If visitors to any of the sites want to see more images, this is where they must go. Some never make it to my main portfolio Web site before they hit the “buy now” button or call me.
ES: So you are really going after a demographic and price-point that matches this kind of marketing well?
WW: Yes. My demographic is the computer savvy person that goes to the Web to find what they need, just the way I do. I deliver proofs and images via the Web, as it’s efficient and productive for my workflow and keeps my costs low. I’m not targeting a grandma who doesn’t have a computer. My target customers for headshot photography are using the Web to network and market themselves online or even find love through internet dating. They want images for use on the Web and don’t really care too much about prints. My other market is actors, models and individuals who do want printed material. I’ve designed www.aceheadshots.com to suit that target customer. AceHeadshots.com speaks to that target customer and gives them a package that suits their needs.
ES: Do you worry that your blog might turn off higher end commercial clients, who maybe should see your commercial site first?
WW: No. I think too many people try to paint a picture of what they think other people want to see in the way of a Web site or types of images to show. I believe that if your work and Web site shows passion for what you do then people will hire you because of that, whether you have a blog or not. Also, I believe having a blog shows that you are trying to stay current with today’s trends. Blog sites and community sites like myspace.com and youtube.com are part of the Internet community, and many big corporations are using them to reach their target market as well. So shouldn’t photographers?
ES: Do you see the role of your blog changing as your business grows?
WW: I will always have a blog that talks about my business offerings, accomplishments and highlights from photography sessions with customer testimonials. I may have other blogs in the future which target different topics and audiences. But for now my main blog located at www.waynewallace.com is serving it’s purpose well.
ES: Are there any downsides to blogging?
WW: Some people don’t read or visit blogs and they are not good for building a traditional Web site that is easy to navigate and find all your information. Blogs are based on chronological postings and most current postings are listed on the top. Blogs are good for posting articles and other tidbits of information that you want archived and found via search engines. Customers are sold in stages and every Web page they read and see helps close the deal in their mind. People tell me that they like seeing the diversity of work that I present.
ES: Do you have any advice for other ASMP members who want to start blogging?
WW: I believe your blog should be from the heart and more personal. Let some of your personality show through and let people get to know you a little bit. Keep your blog fresh and try to post items regularly. If people see you posting new stuff all the time they will come back and see it more often. Most important of all, have fun and show your passion for your work.