Understanding my audience (keeping it simples)

So since am starting a business in photography and my services offered are for the most part a “luxury” (item which was pointed on in a workshop session, more on that later) it can be difficult to get sales especially in my home town of Barnsley! – the folk living here are so reserved with their money am positive their coffins are going to be made from actual £20 notes.

Like me mum telling me that these glass jars she bought from a charity shop the other day were expensive and they should think about reducing the price… (they were £1.49 each by the way, so not even 3 quid!) This is a perfect case in point, it doesn’t matter the quality everything is ALWAYS too expensive for people around here.

Another example for you would be someone getting in touch with me on Facey B which can be found here (Facebook business page if you fancy a peek at me page) and she inquired about me covering a christening for around £50 with photos included! – I mean whats that all about? not even worth getting out of bed for…

One to One

So with this new found ammunition at the ready I went to an Enterprising Barnsley session at the Barnsley Digital Media centre in Barnsley today and met with Ben Hawley, who’s a top bloke and gave me some fantastic advice throughout the session which lasted nearly an hour an half.

The thing is I attend lots of different events like these because without fail someone else’s perspective will have another spin that I can try out which always helps and I try and get the most input from folk as humanly viable. The focus of the session with Ben today was refining my Facebook page (totally remastering it really) as I know that I will get a good amount of work from it if I learn how to utilise the beast more effectively.

if am honest social media actually does me head in when am using it for me self but doing it for other folk I really like because ultimately they provide the content I just present it in a nice way.

Some of the tips he put to me where to add a nice call to action on all my images that I post, plus a nice description to get people more engaged with each image. We then got chatting about the customer life cycle (known as AIDA) which stands for Attention, Interest, Desire and Action. This is the general pipe line that everyone searching for something works with subconsciously, here is an example:

Attention: So I add a nice large image to Facebook from a shoot I have done, adjusted colours and cropped it in slightly [which creates…]

Interest: They click the image and see a nice description and they start thinking [creating a…]

Desire: They think hmmm, i’d love some up to dates photos of the kids since they like what they see and the description has pulled them in [creating an…]

Action: Each image has a clear call to action button directing them either email, a phone number, email address or website which ever place to need them to be.

AIDA marketing model
I work best visually so a thought I’d stick this in to better understand the process

This was a really insightful view on it, as this path makes you require a purpose for all your marketing content, this may sound really silly as you’d be thinking of course it must have a purpose. But speaking from experience I’ve spent unnecessary cash on advertising for what? – a page “like” on Facebook? – and whats that got me? they might “unlike” me in a week so that’s money wasted.

Ben did mentioned that Facebook has around 13 different advert templates! – have you noticed which ones Facebook push the most? “get likes for your page” & “Boost your post” these for me personally has served me no purpose at all that’s why I haven’t been active on Facebook enough.

The most interesting template was one where Facebook only charged you when someone clicked through to a particular page such as book now! – which in all fairness is what most of us would be wanting, or maybe driving them to your website for booking.

“Always assume they are stupid and lazy”

You need to be thinking outside the box with this one, an open mind. With the internet being what it is and content being updated constantly and the constant refining of the customer life cycle, it is important to assume that people cannot navigate your site, know how to book and so on. A mean you’ve seen the tutorials for keeping your site navigation as simple as possible.

The simple reason for all this is to keep everything “dummy proof” its that simple!

Take me for example, I like painting warhammer figures on the gamesworkshop site, and the site it’s self is always being reworked to keep things dead simple for viewing and purchasing, because if it took me more than 10 seconds to figure out how to order some stuff and pay for it a wouldn’t bother and just nip into my local town in the future to pick it up. Its all about the attention span these days, simplicity is expected in this day and age.

That’s that one wrapped up, hopes you liked it. Don’t be shy to drop me a comment about what am talking about and if you have any input yourself, remember its all about helping each other.

Dave signing off…