10 WAYS TO CONVERT FOLLOWERS TO CLIENTS
Want to convert your social media following into paying customers? Our top tips will help!
There’s no denying that social media can be one of the most powerful marketing tools at a photographer’s disposal. After all, where else do you have the possibility of gaining access to hundreds of thousands of potential clients without having to pay a single penny?
Of course, we all know that social media isn’t quite that simple. For every photographer receiving messages from potential clients every time they post an image, there are several out there that only get crickets. If you feel like every time you post a photo to social media you’re shouting into an empty void, rest assured that you’re not alone. However, don’t write it off as a lost cause. There are still plenty of strategies you can use to convert new and existing followers into clients – even if they are not showing much interest right now.
We’ve put together some top tips to help you revitalise your social media and turn your followers into loyal clients.
1
Make yourself real
This might sound like a strange tip – of course you’re real. But do your followers know that? If all your social media following sees is endless promotions on your latest deals, or pictures of other clients that they don’t know, then they’ll never feel like they know the ‘real you’. Instagram Stories, TikToks or Instagram Reels are all great ways to introduce your true self to your followers (while keeping your main feed pristine). Don’t be afraid to show personality and vulnerability.
2
Respond to messages…
There’s nothing more disheartening to a follower than when they send a message to someone they admire and then never hear back. Even if a message isn’t a direct inquiry into your services, it’s still an indication that this person was interested in you enough to take time out of their day to talk to you. This kind of engagement shouldn’t be wasted, so try to respond to each message in a timely manner to help retain your followers’ attention.
3
…But keep boundaries
On the flip side of that coin, avoid being at your followers’ beck and call. Don’t feel that you have to immediately respond to every single message – people will understand that you have your own busy life (and if they don’t, you probably don’t want
them as a client anyway). Yes, it’s a good idea to respond as soon as possible, but jumping into action every time your phone buzzes isn’t a particularly sustainable habit for the vast majority of people.
4
Protect yourself
Would it be acceptable if someone came up and insulted you in real life? Of course not – so don’t tolerate it online. Resist the urge to argue with someone who’s left you a mean-spirited comment. Instead, simply delete it and block the user from your account. We’d also recommend against drawing any other attention to the nasty comment (such as by posting it on your Stories). Trolling often begets trolling, so you don’t want to give anyone else any ideas!
5
Cultivate the clients you want
If you’re a newborn photographer, it doesn’t make much sense to post your wildlife photos on your business page. Yes, you might gain a few followers who like your images, but are they going to pay for your services? Probably not. Make everything you post relevant to your ultimate goal – attracting clients to your business. Of course you can share personal stories about your hobbies, but see it as the cherry on the content cake, not your raison d’être.
6
Tell stories
Growing on social media isn’t as easy as it once was. However, that doesn’t mean that it’s impossible. One of the best growth tactics is also a great way to convert your followers into clients. Utilise video tools such as Instagram Reels or TikToks to tell stories that will pique their interest. Show what it’s like to run your business behind-thescenes, or share fun tales from your latest shoot. If you think of your followers as friends, then they’ll begin to return the sentiment.
7
Engage with comments
Responding to private messages is important, but so is engaging with comments. If someone takes the time to publicly support you by leaving a positive comment, then it’s well worth your time to reply, thanking them for their kind words. Not only do you increase the possibility that they will comment on your posts in the future (which is great for your engagement), but they will also feel seen and appreciated, leaving them with an even more positive impression.
8
Clear the path
One of the easiest ways to lose a potential client is to make it too difficult for them to find what they want. If you’re offering a special deal on your website, make sure that you’ve provided the right link. If you have over 10,000 followers on Instagram, Stories swipe-up links make things easier. However, you can also use services such as Linktree for your bio link. Make your conversion process as smooth as possible by removing any potential barriers in your followers’ way.
9
Share success stories
What do you do when someone emails you a lovely thank you message for their photos? If you’re not asking them whether you can share it as a testimonial (after thanking them, of course!), you’re wasting a potential opportunity. Seeing other people’s positive experiences will help reassure future potential clients that their money won’t be wasted and that they’ll have a similarly happy experience. Plaster your testimonials everywhere you can, from your website to your Instagram Stories.
10
Be a beacon of positivity
Would you want to buy from someone who constantly moans and grumbles? Probably not. While showing vulnerabilities can be an excellent way to create a connection with your followers, don’t be tempted to use your Instagram Stories for any old rant. Instead, make your account a positive space for your followers to escape from their own lives for a second. This way, your following will only ever associate you with uplifting feelings – not negative grumbling.