With social accounts, what is the right ratio for selling to non-selling posts?
Hello, I am starting to get into freelance photography. I have done little advertising except through social media. I have a Facebook page and Instagram set up. I want to continue to promote my services through these pages, but I was told I shouldn't just be posting only when I have something to sell. What is the right ratio for these kind of posts? Thank you.
There is no limit or leverage on how much can be done on social media, just be straight forward, simple yet colourful to attract future / existing clients.
I haven't read, only scanned, because it's 2016 and that's what "I" do due to so much information fed at me. To that point. I think if you are a "brand" whether that is a personal brand such as a Photographer (not your personal Instagram or Facebook but a "page" intentionally" for showcasing your "livelihood/brand" then it's a fine balance of "sales" posts done in good taste and posts that "sell" but also share interesting content, destinations, information about the "photo" in your case. But those individuals that follow you will be aware right away that your page is a "brand" page and the only reason..you have it is to sell something. Make sure to distinguish your pages as your "brand" or your personal - your followers should vary also... You can also watch how many followers drop off to have an indication of where the balance lies. Driving people to a website is isn't really necessary...why add the extra step. Also, there are great sites that you and list your photos for sale also which can be your destination pages as opposed to a website. Of course that depends on if you are selling "photo" services or photos. :) Best of luck.
At the start, it should be 90% noon-selling posts i.e. good content, and only 10% selling, i.e. letting people know about your services and products. Build your reputation and brand first.
The majority of your posts should be non-self serving content, so for example, post informative content from blogs, articles and online publications other than your own to establish yourself as a thought leader and industry expert. Then, bake in your own content (branded content, any press hits you receive, your own work, etc.) At least 60-70% of the content you post to your social media accounts should be industry content. Leave the rest for branded content. If you only post content that sells you and your business, people are less likely to buy. Show them that you are genuinely interested in your industry and help your customer be better at what they do/solve their pain-points, and position you and your business online as a helpful resource. This is the foundation of social selling. With Instagram, feel free to promote your own work frequently, but regram others' photos as well, so you are diversifying the "author." Best of luck!
Facebook and Instagram are good for 'spreading the word', but for a demo reel, imo they are not the right fit for the artistry of the still image. To me, the largest group of purchasers is going to be impulse buyers, aka consumers that surf by and like what they see and they buy it. FB and Instagram could well be the doorway, but I think both lack a 'demo reel feel' that allows your work to be displayed in a manner that leads viewers through your larger portfolio and allows a quality aspect of your work to be displayed that brings out the 'urge to buy'.
Fine Art America (FAA) and Viewbug are two favorites of mine that solve the demo reel issue. FAA, in particular, has a strong commerce component that makes it easy for artists to sell their art. Viewbug also has a means of selling prints, although I love Viewbug more for its visual gorgeousness (is that even a word?)
You might consider spreading the word with FB and Instagram and then enticing prospective customers with a commerce-enabled demo reel.
Here's my portfolio at Viewbug - http://www.viewbug.com/member/JeffBach
Getting people to part with dollars on what amounts to an expensive impulse buy is tough sledding - but...it all starts with trying
Looks like you've gotten some great feedback so far. I would support what many are saying in the feedback that social is not about selling. Social is really about building connections and relationships. It's a little like going to a networking function. You wouldn't just walk up to someone and immediately tell them "I'm a photographer, here's what I charge, hire me." That's a little extreme but you get my point. You want to create some kind of connection first, make small talk, then share a bit about what you do.
I would say that your content in social should educate your audience and build connections between your audience and you and your business. This can then help to establish you as an expert in your industry. This then builds trust with your audience. And people do business with people whom they trust.
I would recommend sharing content that helps to educate your audience on things like tips for choosing a photographer, how to get the most out of a photographer after you hire them, how to best work with a photographer, etc. I'm sure there are tons of topics that would interest and educate your audience and relate to what your business offers.
And you can create your own content - blog posts, videos, images, etc. - or you can share content from other experts. You can even do both. Again, this establishes you as the go-to expert in photography and builds credibility with your audience.
I hope this is helpful.
This may vary with the social network you may using, Whitney.
60[casual] : 40[business] has worked for me on Facebook and Linkedin. On twitter, most of 80% of my updates are inforative in nature which is an indirect selling too.
No fixed rule, however the more non selling posts the better. It's not about how how good you are, but a case of continually adding value to your target followers above and beyond what your business is about. This is a true indirect sell in itself.
Depends on your target audience. HubSpot has the 10-4-1 rule. Out of 15 posts in any given network, 10 are other peoples' quality content of interest to your target; 4 are your original content -- blog posts or tips; 1 is a direct sales post. Others say 80/20; 90/10 even 95/5. More of them less of you. Not about me, me, me.
Put yourself in your target's shoes.
AZ Social Media Wiz
20%....studies show you should be posting 50% entertaining, 30% informational and 20% promotional on social media. Put together a monthly calendar to set this schedule in advance and you'll always have a guide to follow. Best of luck!
Whitney: IMO given your niche, I don't think any of your posts should be "salesy". You have a great opportunity with content marketing to highlight your talent / portfolio. You can provide how-to content or videos that discuss leveraging photography in specific business types that you want to engage with (restaurants for example). You can discuss the specifics of how you got the shot (time of day, camera settings, motivation, etc.) and other relevant topics. All of this content should drive folks back to your website where you can promote your service offerings and get folks to signup on an email list where you can then continue the dialog with the visitor building trust and authority over time until they are ready for your services. You can also use your email list to offer incentives to motivate people to use your services as well.
Given your location in central Florida and depending on whether you can go to them or they need to come to you, I would consider using PPC ads to grow your email list via Facebook and to target entrepreneurs and small business owners (such as restaurateurs) who need head shots & general business photography in the greater Orlando area with distance extensions to include over to Daytona to the East and Tampa to the West (if you can go to them).
Just my 2-cents.
First thing to remember is that social isn't about just selling or not selling. There's also sharing other's content (that your audience can also use/relate to/find interesting), sharing your own content that isn't direct selling, and of course general engagement with your audience. There are actually a few ratios marketers use. You can read more about those here: http://www.informaticsinc.com/Blog/20160218/468/It-s-all-about-You-3-Rules-for-Self-Promotion-on-Social-Media.aspx I personally still use the "golden" ratio most often.
Hope that helps,
Hi Whitney - Congrats on the new business! Finding the balance of sales promotion on social is important. You don't want to alienate followers by selling to them all the time. I would do 1-2 sale posts a week and incorporate other "behind the scene" posts of your photography studio or on-site shoot.
Alternatively, you can get create with how you sell on social. You could tell the story behind a photo and how it came to be and then provide a link to where folks can purchase.
Hope that helps!
Founder & CEO, Chipperfield Media LLC.
Our general guide is a 1 to 7-10 ratio of helpful/funny/educational/inspirational posts for every one sales-y post. Hope that helps!