How Photographers Can Prepare Their Business for the Post-COVID-19 World

How Photographers Can Prepare Their Business for the Post-COVID-19 World

Consumers’ purchasing behaviors have undoubtedly changed as a result of the pandemic. You may have relied heavily on foot-traffic to your storefront or face-to-face interactions to generate leads. Alas, this is no more, at least for the time being. COVID-19 has disrupted our personal and professional lives in almost every way imaginable. With regard to the financial impact, it’s rightfully concerning, but there are things within your span of control that you can do now to lay the framework to expedite the rebound of your livelihood.

Shift Marketing Dollars

While it’s easy for businesses to completely cut marketing spend in times of crisis, rely on data to make informed decisions. In order to make a quick recovery post COVID-19 your brand will need to remain relevant and in front of your target audience, even in these volatile times. Cut back where it makes sense and reallocate dollars to an area that will function to fill the pipeline with leads for future follow up. Consider creating a lead generation digital asset that website visitors will be willing to give their email.

Statistics and plain old common sense prove that your subscribers are gold for your business. They will comprise a large part of your sales and provide word-of-mouth and social media value, so make sure you treat them well and provide unique content that is sensitive to the current situation. With more people at home and online, it’s crucial to have consistent and valuable content served up to your target audience in order to keep them engaged with your brand.

Content Ideas:

Educational webinars
How-to videos
Video interviews
Ebook
Current promotions
Contests
Community Involvement
Live video Q&As
Live product demos

Review Your Long-Term Goals

Focus on achieving long-term results like email/user data collection, engaged website visitors, and a growing following on social media. Efforts in each of these areas will keep your pipeline warm with the potential for future sales.

Evaluate these metrics:

Website average time on page
Website pages per session
Website Traffic by page
Email open rate
Social engagement and following
Number of lead generation downloads
Number of emails collected

Maintain a Business Continuity Plan

Prevention is key. Businesses must be resilient and have a plan to either endure environmental changes without having to permanently adapt, or the business must change to a new way of work that better suits the new environmental conditions.

Resources for building a business continuity plan:

Additional Help For Creative Businesses

You are a maker. You are a creator of beautiful things. And you inspire us to do more. Below we’ve pulled together a list of additional resources to help your photography business continue its legacy of creativity and innovation.

Webinars:

Small Business Programs:

Additional Information & Resources:

It’s likely consumer spending habits will not return to the way they once were, pre-pandemic — at least not for some time. But we’re all in this together and the best way not only to survive this, but to come out of the other side poised for success, is to be adaptable, strong, innovative, and glean lessons from your most dedicated customers and social followers. A little bit of proactivity can go a long way; you just need to find the right angle for your business.

Check out more valuable tools available for photographers on our support page and if you’re looking for a little inspiration or just looking to burn some time, read our blog post, ‘9 Photographers You Should Follow on Instagram.’

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