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105. Need to Go Viral to Book Out Your Photography Schedule?

Need to Go Viral to Book Out Your Photography Schedule? | See more at tracylynncoaching.com/podcast

It’s easy to get swept up in the chase for virality, believing that one viral post could skyrocket your business. But is that really the case? Today, we’ll discuss why vanity metrics don’t necessarily translate to a way to book out your photography schedule and grow your income. I will share real-life experiences and strategies to help you build a sustainable business without the pressure of going viral. Let’s dive in.

Understanding Vanity Metrics vs. Business Metrics

Vanity metrics are those numbers that look impressive on the surface, like views, comments, saves, and followers. They often get a lot of attention because they’re easy to see and understand, but do they really matter?

As of now, our Instagram following is just over 7,300. In the past 15 days, we photographed ten sessions. According to our analytics, we reached 2,535 accounts and engaged with just 122 accounts. Our highest view-to-post was only 1,311 views. Yet those ten sessions should bring us a minimum of $25,000 with our sales average of $2,500. High engagement and a large follower count do not directly translate to bookings or income. Our income is solid because of business metrics, not vanity metrics.

What Are Business Metrics?

Business metrics are quantifiable measures that directly reflect the performance and health of a business. They are often tied to financial performance, customer behavior, and operational efficiency. Some important business metrics include:

  • Revenue: Total income generated from sales of goods or services.
  • Profit Margin: Percentage of revenue that exceeds the cost of production.
  • Customer Acquisition Cost (CAC): Total cost of acquiring a new customer, including marketing and sales expenses.
  • Customer Lifetime Value (CLV): Total revenue a business can expect from one customer account throughout their relationship.
  • Conversion Rate: Percentage of users who take a desired action, like booking a session or making a purchase.
  • Client Retention Rate: Percentage of clients who return to do business with you again.
  • Average Sale Value: Average amount of revenue generated per transaction.
  • Booking or Sales Volume: Total number of sessions booked.
  • Lead Generation: Number of potential customers who have expressed interest in your business and are in your sales funnel.
  • Return on Investment (ROI): Profitability ratio that measures the gain or loss generated on an investment relative to the amount of money invested.

The Importance of Real Metrics

The difference between business metrics and vanity metrics is crucial. Business metrics are directly tied to financial outcomes and the business’s overall health, while vanity metrics aren’t. Business metrics provide actionable insights that can help you make decisions that matter, while vanity metrics often don’t.

For instance, one of my photographers, a private coaching client, felt her audience was cold. We checked her insights and analytics on email and Facebook group stats. Her audience was very hot, so we didn’t change our approach for her upcoming sale. She was in panic mode, wondering if she would book sessions, but the data calmed her down, and we proceeded as planned.

Engagement and Reach: The Role of Social Media

You’d be thrilled if 2,535 people visited your studio over two weeks. So why aren’t we thrilled when 2,535 people view your brand online? It’s all about perspective. Each view is a potential client getting familiar with your brand who might help book our your photography schedule or share with someone who books eventually. Social media is powerful for visibility but is just one piece of the puzzle.

Remember, social media is not your entire marketing plan. For more on building a comprehensive marketing plan, check out episode 99 of our podcast, where I lay out our entire marketing strategy for TK Boudoir.

The Importance of Consistency

Consistency is something many photographers struggle with, especially on social media. Some of my coaching clients focus on this for two to three coaching sessions. Consistent messaging and a regular posting schedule build the know, like, and trust factor with your audience.

Tips to Stay Consistent to Book Out Your Photography Schedule

  • Keep a Content Calendar: Plan posts in advance. For TK Boudoir, we plan three months of content in an hour. This is part of our content planning masterclass, which I’ll link in the show notes.
  • Regularly Check Analytics: Adjust your content strategy based on performance. Lean into posts that perform well and try something new when they don’t.

I’ve had three reels go viral on my Tracy Lynn Instagram. Two were directed towards my ideal client and shown to accounts I want to follow and buy from me. The third went viral but was shown to creepy men who degraded me and my model. Going forward, I focus on content that brings in my ideal client. I don’t care about follower count or views but being seen by the right profiles.

Building a Thriving Business Without Virality

It took four years of consistent posting on my education brand without ever going viral to understand what would help me go viral. In the meantime, I built a thriving business by focusing on my ideal client. Consistent effort is far more reliable than waiting for a viral moment.

Actionable Steps to Improve Your Marketing

I call this my Attraction Method. It’s about knowing who you’re speaking to and using your marketing to get in front of them and activate them to book a session.

Step 1: Know Your Ideal Client

Your ideal client is the core of booking sessions. Know why someone would want to book a session with you, how to attract them, what they need to know to book, where they hang out, and what they do for a living.

Step 2: Build High-Converting Website Pages

Five must-have pages for your website:

  1. Homepage
  2. About Page
  3. Investment Page
  4. Gallery Page: Make it easy to book sessions.
  5. Contact Page: Ensure quick contact options.

Your website should answer every question your ideal client might have. For example, if your ideal client is a bride, your website should talk about bridal boudoir throughout, explaining why it’s important and how it will make them feel confident.

Step 3: Drive Traffic to Your Website

Focus on visibility to get as many eyeballs on your website as possible. Use:

  1. Social Media
  2. SEO (Search Engine Optimization)
  3. Email Marketing
  4. Referrals
  5. Events

It takes 1,000 views on your website to book 10 clients a month. Your goal is to get those 1,000 views.

Vanity metrics are insignificant compared to real business metrics. Consistency in your messaging and posting schedule is crucial. Virality is not necessary to book out your schedule. Evaluate your own marketing strategies and focus on what brings business success.

Save Your Seat! 

We have a masterclass coming up called the Easy Instagram Content Creation Masterclass. It’s packed with strategies to book out your boudoir photography schedule with easy content that primes your audience and increases sales.

We’re addressing the eight steps you have to have in place to “supercharge” bookings so that you have amazingly qualified clients coming straight from Instagram, including:

  • The eight steps you have to take to supercharge your content planning
  • The most crucial step to take to have a content plan that converts leads into clients
  • How you can use AI to make your content planning and writing so much easier
  • Plus, an open discussion for Q&A about your content planning!

More importantly, after you attend this content planning masterclass, you will have at least **30 days of content** planned and ready to publish to attract the best clients you’ve ever worked with!

July 9, 2024 at 12PM CST

Remember, consistency and real metrics matter.

tracy

Tracy Lynn is a boudoir photogapher for brides-to-be in the St. Louis area, and a mentor + coach for photographers looking to level up their businesses with better systems and processes.

Easy Instagram Content Creation

Save your seat and learn the strategy to book out your boudoir photography schedule with EASY content that prime your audience–and increase your sales.

July 9, 2024 at 12PM CST

Easy Instagram Content Creation

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