GET CLEAR ON YOUR MISSION AND BRANd
It’s no hidden secret that the industry is flooded with freelance photographers and videographers, so it is more important than ever to get clear on who you are, the style of photographer/videographer you are, what you stand for, what your strengths and weaknesses are, what you’re passionate about, how you can set yourself apart from everyone else, and then mould your business around those core values and principles. It’s only when we are authentic in our own self and craft, that we can then attract the clients and opportunities that are in alignment with our business.
I remember when I first started out as both a videographer and photographer, I loved SO many styles- it’s the natural creative in me, and that’s okay, but what I found within my business was that I didn’t really have a distinct brand. I was like a mixed bag of lollies (you know, the gummy bears mixed with the sour worms kinda type). I was heavily into surf photography, but I also did wedding videography, maternity photography, a touch of fashion and food photography, as well as lifestyle videography! Ha! Talk about a bloody circus! I guess we can call this phase my puberty years- I was a tad awkward, finding my feet, still going through the motions of change and figuring out what I loved, what could sustain my business, where my passion laid, and who my strongest clientele was. I was heavily influenced by what I thought I should do because others were doing that and it seemed to work for them 🤷🏼♀️, and what I really wanted to create, and the boundaries within myself that I knew I had to push.
It took some hard culling of the things I enjoyed, to make room for the things I loved, and it also took clear boundaries, self-belief and confidence, and channeling my relentless work ethic, to take that leap of faith and build my business model and brand around the style and principles I knew would drive me forward and help grow me as an artist and small business owner. I am still on this path, and I am still learning, growing and evolving, but I look back and I can honestly say that I am stoked I made those hard decisions early on in my career, so I am now able to follow what truly lights me up, and let the rest fall to the sides.
The thing when trying to find who you are, is that it takes courage to follow it through when there is so much noise or other people telling you “you should do this”, or your inner voice telling you “you can’t do that”. We can always play it safe and follow the lead of others, or we can break free and really trust that we know what is right for us, and put the pedal to the metal baby and just go for it!
2. who is your target audience/potential clientele?
Now that you know the style of photographer/videographer that you are, and have built your business model around those core values we mentioned above, it is now time to narrow in on who you are selling your services to, and this group of people will be your target audience.
To be honest, when I was first figuring out exactly who my target audience was, I struggled because I didn’t really know who I was as a videographer and photographer. I could do many styles of work, and building up a business meant I had major FOMO (“Fear Of Missing Out” for all of my Gen X readers) when it came to getting clients, so I took on more jobs then I should have just to make sure I had a solid income, I was juggling too many balls and wearing too many hats, until I had an “aha” moment which changed it all around. I needed to know who I was selling to.
I narrowed in on one-two genres/styles that I am passionate about, I built (and will always be building) my portfolio up, and I market to these target audiences (more on this next week I promise!) For an example, if you are a wedding videographer, you will most likely have a target audience/demographic of brides-to-be, and if you are a maternity photographer, your target audience will essentially be pregnant women, so on and so forth.
You may love to capture many things from fashion to weddings, and maternity to lifestyle, but it’s a good idea to choose a couple of genres or styles that you are passionate about, and focus on those so you’re not spreading yourself too thin, and getting lost in the crowd of doing “too much”. This will also allow you to be a master at your craft rather than just a Jack of all trades, no one wants to be good at many things, and great at none. You my friend, deserve to be great.
And that, is tip number two! Next week we will look at some marketing tips, and a few strategies that I have used in the past to build up my clientele.
3. build up your portfolio
Sometimes, (okay 76.9% of the time) we have to start at the bottom in order to reach the top, and trust me, there is nothing wrong with the bottom- it may feel a bit cold on your ass, but this is where we learn a lot about ourselves, and find out if this industry really is for us. And if it is, then congratulations, it’s clear you have the passion and dedication to keep pushing forward for your dreams and goals! You go Glen Coco 👏🏽
Okay, so let’s say you want to get your foot into the editorial and fashion world as a photographer but you have only ever shot landscape or weddings thus far, and I bet you are sitting here wondering “how the hell can I attract those types of clients and that sort of work when I don’t have the experience?”
Don’t worry, I was once the same when I shifted niches and genres.
So what did I do? I built up my own damn portfolio! Did I make money, nope. Did I have to hustle, yep. Did I have to grow some balls and step outside of my comfort zone to do so, you bet ya bottom dollar I did! I approached potential clients with an offer they couldn’t refuse, and after only one (*ahem scattered and totally under experienced) campaign shoot with a model, a bunch of brands, and only three short hours on set, I had the confidence in my skillset to expand and grow my wings into the industry I wanted to be in, because I was hooked on learning and expanding my craft, whilst making money and growing my clientele in the process. I used those images to not only build up my portfolio, but also cross promote with others and gain exposure that way (thankfully the brands I collaborated with loved the images and shared them with their social media audience- phew 😅). I slowly built up more and more clientele within my niche, and to be honest, I don’t recall doing another collaboration (unpaid work) from that point on.
This may not be the case for all genres of photography or videography though, such as weddings and maternity. It’s not exactly like you can ask pregnant strangers at the beach if they would like a maternity shoot for free so you can build up your portfolio (although that did tempt me at one stage early on in my career, I’m not gonna lie 🤷🏼♀️). But, you can network with other photographers and videographers within your niche, and ask if they would like a 1st AC or even just someone to help set up, and assist them on the day. Trust me, I have people offering to lend any help they can, so they are able to be on shoots and gain the experience needed, and that speaks volumes to me as I am most likely going to contact them on future jobs where I need an assistant, as I know they are keen to learn and help. And sometimes, I see talent in hobbyists that have passion but lack the confidence, and ask them to come along and assist me on a shoot so I can give them the experience they need so they too, can grow their creative wings. You see, helping others shine won’t dim your light, and accepting help won’t discredit your ability.
It pays to network, it pays to stay humble and learn from others, and it definitely pays to build up a portfolio as soon as you can.
4. build a (kick ass) website
The misconception around social media these days is that we should be utilising it the most to build up our business- and don’t get me wrong, it is a fabulous tool to generate exposure, have X,Y,Z amount of followers and likes, play mind games with Instagram’s never ending algorithms (insert eye twitch here), and also network with fellow creatives and potential clients from all over the world. Instagram has actually been amazing for my business as I generate a lot of work through this platform, however through my own research and listening to other successful bloggers, small business owners and freelancers, I have learned that social media should not be treated as Queen Bey, but rather Kelly or Michelle (Destiny’s Child groupies hollaaaa 🙋🏼♀️).
Given we actually do not own our social media, we therefore don’t own the followers, the traffic, the likes- none of it. So if Facebook (including Instagram) decides to flat line itself one day, what will you have left to prove your social authority? No followers, no images, no likes, no creepy men sliding into your DM’s… none.
This is where a website is crucial.
You own this website, including your domain, mailing lists, the content (images, videos, testimonials etc), and this is such important information and resources to have, as a means to continuously build upon. A website also gives your potential clients a platform to view your work, get a feel for you, and it is essentially where they will decide if you are the right fit for them or not. 👠
Investing in a website that not only looks beautiful, but also is user friendly and functional, is one of the best investments you can make for your business. Check out this article for a list of basic free web build plans or affordable DIY builds that may be suitable. If you don’t have the time or patience/knowledge to build your own website, please look into hiring a web developer and designer to assist you.
you are all caught up!
make sure you check your inbox for tip number 5 landing this week!
I hope you enjoyed these industry tips, and some advice on the steps you can take to ensure your freelance business is set up for success! I will be diving deeper into these tips next year with some new and exciting projects that have been in the pipes for a while now, so stay tuned for that!
if you’d like to read similar journal entries and view my photography and videography, head on over to my website and learn more ♡
chloe x
