This post is not about geeky language on how to set up a network for your computer!!! It is how to set up a network for your business. You’ve probably heard this a million times “It’s not what you know, it’s who you know.” This is so true in today’s interconnected society and is true more than ever. No matter how brilliant you are at photography, this won’t take you anywhere if no one knows about you and your business. There are two ways to network:

- do it yourself by investing your time & energy
– pay someone to do it

Well most small businesses (not only photography ones) don’t hire professional help for marketing & PR. We all try and do our best within our resources to do the best we can for our business. So here are some tips for you to get started:

Social Network
I can’t stress how important it is to build your social network. No I’m not talking about Twitter & Facebook, but meeting people, getting in touch, keeping in touch with old contacts, reaching out and letting them know what you’re up to. Go to seminars, conferences, etc which is related to your industry and meet like-minded people. Always always keep your business cards on you at all times, you never know who you meet. For us photographers, devices like the iPhone, iPod & iPad are heaven sent, these are not boys toys & gadgets (I tell this to my wife all the time!!!), they are work tools ideal to carry your portfolio to show off to anyone at anytime. Going out for lunch, drink, beer or coffee is really good for catching up on a casual level. As you network, you’ll know that some people are really good at networking and they know a lot of people. You will benefit immensely from getting to know this person well as he/she will introduce you to others.

So if you are an introvert, have problems with meeting people, being shy, not good in public, horrible at chit-chat and gossip, then find an extrovert who will help you get connected with others. Networking is not a nuisance or time wasting, it is an investment. Imagine if you could always find what you need in just 1 or may be 2 phone calls or emails! If you are well connected you probably can. By investing time building up your network, you save a lot of time when you need things to get done. If you know the right people, you won’t waste any time buying leads or sending out random emails in the hope of finding a solution to your problem.

If you don’t ask you don’t get…
If you need something and are asking someone for a favour or help, don’t apologise. It may signal a lack of confidence and professionalism. There’s nothing to be sorry about – you’re just seeing if anyone happens to be in a position to help you out. You’re not making any kinds of demands or forcing anyone to do anything that they don’t want to do!

If you are new to Social Networking, you may ask where do I start ? Social Networking over the years has evolved to become a great business networking tool as well. You need to have a strategy for an online and an offline network. Online networking is good in the way that most of it can be done for free! Using sites like Twitter, Facebook, LinkedIn, Myspace and many many more, you can truly reach a global audience and network with like minded people or those who may be interested in you, your service or products. At many of my seminars / workshops, I hear this a lot “I don’t have time for Twitter, Facebook is for kids and so ” Well all I would like to say to those is there is a big party going on out there and you are missing all the fun!

Keep in touch
Don’t get someone’s business card or email address and don’t do anything with it. Find a way or a reason to stay in touch. If you know the person’s birthday or wedding anniversary, you have a perfect excuse to keeping in touch. Send them a card with a voucher or invite them for a portrait session, etc. You can very easily do this with software like Foto SF

Do It Regularly
Don’t give up after attending one event or meeting with one person thinking it was a waste of time. Networking works and does take time, sometimes even 6 months or so before someone even remembers your name. This is why organisations like BNI, Athena, etc regularly meet up. Even at silly o’clock in the morning, people make the effort to go and attend weekly or monthly. The results will show and prove that making such efforts is fruitful in the long run.

Networking with Local Businesses
I rather network with a small local company than a big multi-national which is in Timbuktu! This is my personal view only. Local companies will give you referrals which are local to you. I spend less time traveling and have more time for my family.

So how does a photographer network with a company. First and foremost, if you want someone to recommend you, you need to build a trust worthy relationship and have them trust you with their clients. After all, they are sending referrals to you. I’m not  saying you need to be the best photographer in the world, just a good one with consistent results and your work needs to be well respected in your market place.

Here is an example of my (our) relationship with a salon in Leighton Buzzard called Michael di Meo. Michael has been around for over 15 years and is one of Leighton Buzzards top salons. Even though Leighton Buzzard is a small town, there are about 30 salons in and around here! So we’ve picked the one we want to work with who offers great service and quality products to their clients. You need to offer something to someone which is of value to them. Offer them your services with any photography work which can be used for their advertising, website, brochures, etc.

A couple of years ago I did the shoot for Nikon on the release of the D3. Michael and his team were the one chosen for the hair and make-up. I know the stylists won’t let me down. They did a fantastic job and one of my images won me the ‘Environmental Portrait Photographer” Award. So I presented a beautiful frame to the salon for their great work. I also offer my services to them whenever they need any photography done for anything they like. I will never charge for this. I get a lot of work from them and want to continue my relationship with them. Now you may have different opinion on ‘Free Work’. Well, for me ‘free’ works. I truly believe that the more free stuff I give away the more I get in return. To receive a gift, you need to give one as well. As simple as that. I won’t go into this debate of whether this is right or wrong. If you feel strongly about this either way, you may leave your comments below and I’ll reply to it.

The picture frame is hung behind the counter where every customer has to come to pay. The frame is right in front of them and they cannot miss it. I’ve got my logo on the frame. Try and get your brand out as much as possible so it sticks in people’s mind.

Here is an image in the window which has my logo on it.

On the inside is another image hanging in the window.

As you can see, it will be hard for anyone not to see the images shot by me and also my company logo. It did cost me a few ££ to get these printed, mounted and framed, but I rather spend money on this than advertise in a magazine which will be used for a month or so and then in the recycle bin.

Next week I’ll show you how we’ve created Gift Vouchers for Michael di Meo Salon. This works wonderfully for us and for Michael.

See you soon.

Oz

The acrylic frame & mounted prints were produced by Loxley Colour. We’ve been using for the last 6 years or so and their products & service is superb. Very happy to recommend them.

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