Its quite natural to share the things you enjoy with others, photography is no exception.
Beyond family and friends, most of us eventually begin sharing our photography with a broader audience. We may want to find others with the same interests, improve upon our own work, or simply learn new skills - the reasons can be many. Some of you, like me, may be more enterprising. You may wish to sell your photos as prints, sell a photography book, start a photography business, or simply wish to make a name for yourself. How do you accomplish these goals especially if you are short on time, lack marketing know-how, or maybe don’t know how to create yourself a website?
Starting off in obscurity
When I started in photography my goals were quite grand. First, I wanted to make a name for myself - I wanted to become famous in the world of photography. I also wanted to earn enough revenue from my photography to help pay for supplies and equipment (photography is not a cheap hobby and very rarely to you ever get rich doing it!). My plans included first creating a website which included some of my best photos. Shortly after, I started doing my own photo printing on an Epson R2400 (great printer). However, the expense of ink and paper soon added up. This led to the idea of selling my prints on my website in the hopes of at least covering my costs. I had a small problem though - very few people ever came to my website and I honestly didn’t know how to attract them.
The problem I was facing is a common one - how does one get noticed? There were hundreds of thousands of people just like me, some of which where more talented than I was or where doing a better job of getting themselves noticed. What I finally discovered was that people where simply not going to discover me or my photography if I continued to operate in a bubble. In the world of marketing its known that networks of people are what spread ideas and information. If an idea or information can find its way into the right network of people at the right time, it can spread rather quickly. This is what I learned almost by mistake.
The network effect
My first experience in learning about the ‘network effect’ was when my photo, ‘Running Dog’, was published in B&W Magazine in 2007. That was a busy year for me as I was published in Photographer’s Forum Best of Photography 2007 and was a finalist in Smithsonian Magazine’s 4th Annual Photo Contest with my photo ‘Summer Time.’ My work was instantly injected into the fine arts photography community’s public awareness. It was an unexpected shock which led to some unforeseen events.
Almost immediately, I began receiving emails asking if my photos where available for sale and for how much. I recall just randomly choosing the price of $250 per print which, surprising to me, people readily paid. I quickly learned how to number my prints, sign them, and ship them. I ended up selling quite a few prints that year, enough to more than cover my equipment and supply costs.
The point is that I got my photography in front of people which led them to noticing it. It wasn’t easy and there were many rejections along the way. However, what I learned was even more valuable. That if you insert yourself and your work directly into the right network of people, you will begin to get exposure almost immediately.
Building a web presence
One of the most important tools you will need to begin promoting your photography is a portfolio website. If you don’t have one already, start building one. You will need a website to link people to your content, products, achievements, publications, and awards. Your website should also have an easy way for people to contact you. If you need help, there are great website templates which you can buy, services you can use - you name it - there is no excuse for not having your photos on display on the web.
Websites can also be created by piggy backing on other systems such as portfolio services or blogs. These prefab solutions are great because you can get a website up and running with little effort. Having a website, however, is just the beginning. What you need to do next is get your content in front of people.
Note, if you do have a website I’d like to mention one great asset that you can’t do without - you need some sort of website analytics tool (e.g. Google Analytics). Almost everyone who runs a website uses these services today and for good reason. They can provide you information about who is coming to your website, from where they came, what pages are they frequently viewing, and how long they are staying. This data can be tremendously helpful in determining where your future efforts are best spent.
Using social media
Social networks and content sharing websites play major roles in the sharing and spreading of information and interesting content today. Linking your photos, books, or services from your website/portfolio to social platforms, such as Facebook, Twitter, Digg, Reddit, and StumbleUpon, can get your content in front of thousands of people within seconds. These links have the potential to spread even further through networks of ‘friends.’ However transient content sharing is, take full advantage of its potential gains. You’ll gain an influx of new, interested, visitors to your content which can help propel your photography even further.
Talking to your audience
One of the best kept secrets today in generating a buzz around a product or service is audience building. Companies have succeeded and failed by employing or ignoring this little known secret. As a photographer, you would implement this strategy in the following way - start writing about what you know in either a blog, newsletter, or website. What novel photography techniques have you developed? What are your favorite camera lenses? What are your preferred aperture settings? What are your post production techniques? How do you set up your studio lighting? What are your favorite inks and paper types when you print?
A good friend and fine arts photographer, Cole Thompson, sends me, and many others, a newsletter every month. In it he shares stories about his latest work, experiences he’s had on a recent trip, or some information about a gallery show he recently attended. He shares information, and that builds an audience - an audience who also becomes interested and exposed to his newest photography. When you build an audience people give you their attentions for free. No need to spend money on advertising.
Putting it all together
Getting yourself noticed in today’s busy and information rich world is not easy. If you want to get your photography noticed, get it in front of people as many was as possible. Submit your photography to photo contests and newsstand publications. Make it a habit of submitting at least once a month. Although the chance of winning a photo contest or getting your photography published is low you will gain some quick exposure when you do. Build yourself a portfolio website or use a service to host your images online so that people will find your work. Take advantage of social networks by posting your work to them regularly. Social networks have the power to spreading information quickly. Lastly, start building an audience. Share information and experiences with the same people you want to attract.