DigiLabs Pro Blog

I was just sitting at my desk debating on a topic for my next blog post, when the phone rang.  It was a photographer interested in learning some tips and tricks about DigiLabs Pro online hosting.  During our conversation she asked me, with some trepidation, “Do you think that having my images online actually discourages clients from purchasing?”

I love this question! No really, I do.  As our world goes digital, how does that affect our packages, product offering, and pricing? As with every economic change, we have the chance to turn seemingly bad news into opportunity.

To answer her question, online display of images increases clients access to them. In some ways this causes clients to feel less pressure to purchase.  On the other hand, online access offers unmatched exposure and growth opportunities that any studio can’t pass up.   Online access enables your clients to market your services to their friends and family FOR FREE. (Companies spend millions on viral marketing every year.)  Taking advantage of the visual value of a photograph enables professional photographers to benefit from online communities and viral activity at a very minimal cost.

The best of both worlds would be to get your work out there to as many people as possible while building incentives for your current clients to purchase.  Here are some ideas that I have seen my customers use successfully at DigiLabs Pro:

Limit the time your gallery is available for viewing: Some photographers seem to think that their clients will be happier if they have a year to visit their online galleries. While that might be true, why should a client purchase prints when they know that they can just look at them whenever they want to? Clients will always procrastinate, that is just how we are built.

Another thing to consider is that as time passes your clients are less emotionally attached to the images, therefore less likely to purchase. Even when they, do the price they are willing to pay for them will significantly drop.  So create a sense of urgency by making the galleries available for 15, 30 or 60 days. Your client wants to extend gallery viewing? Charge them a nominal amount, introducing an incentive for them to place their orders ASAP.

Introduce discounts during the initial gallery release: Earlier we established that individuals value images that they are emotionally attached to.  That is why I suggest introducing incentives.  A few years ago I attended a cocktail party and had a great time on a boat with all my friends. The next morning I had an email from the photographer with a link to the images from the party.  I couldn’t wait to see them… and 10 minutes later I had spent over $200 with that photographer.  Two weeks later, when I received those images, I realized I didn’t need every pose in color, black and white and sepia. At the time I was excited and reliving the event but two weeks later, it was just a few pictures of my friends.  Flash forward to today…now I understand why I bought them. When I was viewing them, I was reliving how great that party was. Two weeks later, I couldn’t care less about the event.

Sell more by uploading your images quickly and offer an incentive for immediate purchasing. Many of our clients run specials offering 20% off all orders placed on the first 3 days OR 30% off all orders over $100 during the first week.

Make your client your sales agent: Each event is actually an opportunity to market your photos for that event and to increase your exposure for future jobs – so create a program that would give your clients incentives to share your info with their friends.  Traditional referral programs are either a monetary or service awards for clients who refer new business. This is a great plan but let’s take it a step further. Why not offer your clients an incentive to send friends and family to purchase images from the galleries?  (You know me, always thinking about the deals!) What about offering your clients 25% of the total dollar value of their gallery’s orders as a credit towards an album or any other product? Or get a free coffee table book if online orders exceed $1,000. This is especially important in the case where photographers give the high resolution images in their packages, since this will ensure that your bride isn’t collecting orders from friends and family instead of having them purchase online.

Try some of these ideas and watch your sales grow.  If you need help or would like any feedback feel free to contact me at any time.  Have other ideas on how to grow online sales?  Share them with our community by adding a comment below or by posting it on our Facebook page.