The way you connect and engage with your future clients is an important step to consider when brainstorming marketing strategies. More the engagement rate, better the chances of generating leads and converting them into clients. But in a world where everyone, including your future clients, is constantly on the move, it takes more than just great content creation to make that happen. And that is where digital advertising comes into play. As per a study, the average person’s attention span is less than 12 seconds. Keeping that in mind, it’s important to come up with a digital ad strategy that not only engages the targeted audience but also makes them stay. In this blog, we have listed some platforms that you can use for digital advertising for a wedding photography business.
What is Digital Advertising?
Digital advertising is a process of pitching promotional content on various online platforms for enhancing engagement. These online platforms include search engines, emails, social media, etc. Digital advertising has dominated the way brands and businesses market their products in recent years, and given the competition in the digital space, it seems like it’s here to stay. Digital ads give you the power to pitch to the right person with the right message. Still, before you decide what type of ad you should use for your wedding photography business, it is important to spend some time focusing on the purpose to have clearly defined marketing goals.
Different Types of Digital Ads
1. Display Ads
A display ad is a form of advertising where the ad is displayed as an image or graphic. It is one of the most basic and commonly used digital ads. Instead of appearing on search results, these ads show up on landing pages, banners, and flash ads. They often appear as popups on blog pages too. One of the perks of using display ads is that they are affordable. However, instead of just being seen by a specific audience, these ads are seen by a large number of people.
2. Social Media Ads
Social media advertising is undoubtedly one of the most used digital advertising types. Various social media platforms are designed with algorithms to spread content like wildfire – making them great for advertising. Most people use social media on a daily basis, so the probability of finding and connecting with your future clients there is very high. It is also a place where most people discover new trends and brands.
In this type of advertising, ads are pitched to a targeted audience based on their demographics, behavioral data, social interest, etc. Not only does it help in customizing the ads for users, but it also helps to increase brand awareness. This advertising type often uses a mix of display and native ads, and both organic (word-of-mouth) and paid ads are a part of it. Note that different things work for different social media platforms such as Facebook, Instagram, and Twitter. However, relevant content will hit the right chord for all.
Related Read: How To Create Social Media Ads To Book More Weddings
3. Pay-Per-Click Ads
Pay-per-click (PPC) ads are a part of search engine marketing. Just as the name suggests, in this type of digital advertising, you only pay for the times when a person actually clicks on your ad. A PPC ad acts as an elevator that takes you straight to the top of the search engine results page (SERP) for any specific keyword as an ad popup without the hard work and time required for search engine optimization (SEO).
This works great for a high-competition industry such as weddings. All you have to do is identify the keyword you want to target the ads for and then place a bid. One of the biggest perks of using PPC through Google Ads or Microsoft Ads is that these platforms might give you ad space for a relatively lower price if your ad’s content’s relevance and quality are better than that of your competitors.
4. Email Marketing
Emails are a great digital advertising platform for wedding photography to connect with your target audience. To make effective use of this ad type, it is important to find a way to put together an email list. However, getting people to sign-up isn’t easy. One way to get people to be interested in your business is by offering something in return – it could be in the form of discounts, free resources, or free trials. The three tricks to nail email marketing is to nudge your audience just enough to be intrigued, deliver creative and concise posts, and add a call-to-action button. Flooding their inbox with your emails is never a good idea, so you must strike the right balance.
Advertising On Online Wedding Marketplaces
Another way of digital advertising for wedding photography that can help you generate more leads is putting up ads on different online wedding marketplaces such as The Knot and WeddingWire. Both of these sites connect couples with various wedding vendors. They also showcase a directory of wedding photographers for different zip codes.
Advertising on WeddingWire and The Knot has its fair share of pros and cons. Some of the pros include – continuous flow of wedding photography leads, a user-friendly directory, and a great way to get more reviews. The cons include – the quality of leads largely varies, and you may find yourself bound by fixed yearly contracts. Even though advertising on online wedding marketplaces can be a sweet spot for getting more leads, it cannot be treated as a fix-it-all.
Advertising Through a Display Remarketing Campaign
These days, brands and companies just have a few seconds to make a good first impression, get the audience intrigued, and compel them to buy a product or avail their service. That’s a lot of work to be done in just a few seconds. Now, imagine if you had a way to continue reaching your potential customers long after they left your website/app. That’s a cool way to redirect them back to your portal. That’s what Google display remarketing campaign helps you achieve.
How It Works
To get started, you will have to create a remarketing list that you can add to your display remarketing campaign’s ad group targeting. Once this campaign is live, it will put a “cookie” (a temporary online tracker) in the browser of the people visiting your website/app. This will help them get more customized search results. And your ads will also be displayed on sites that are a part of the Google Display Network. If you wish to run this campaign now, follow this step-by-step guide by Google to set up your first display remarketing campaign.
What Does Remarketing Help You Achieve
Listed below are some of the ways in which the remarketing campaign can help you in digital advertising for wedding photography:
- Increases Brand Exposure: It can help you dominate the marketplace by being all over it. This will help make your stories be heard more often and reach the couples that are on the lookout for them.
- Audience Targeting: Several people visit your product landing page daily, click on the services/product you are offering, and fill out the details to finally subscribe/check-out/drop a query but then decide not to go forward or suddenly abandon your site. Remarketing helps you get closer to these warm leads.
- Improved Conversion Rates: The chances of converting leads are better when you are trying to target an audience that is already interested in your wedding photography business.
- Good Return on Investment (ROI): With a better conversion rate, your business gets a better ROI as well.
Effective Engagement Is The Key
How you decide to engage with your future customers has a lot to do with how your business takes shape in the future too. And digital advertising for wedding photography gives you the freedom to express your brand story and sell your services/products in many ways. Different things work for different brands. So, to choose a way that stays true to your brand voice and speaks to your audience effectively, it is important to analyze your purpose, product, market, audience, and competition.
At ShootDotEdit, we are committed to helping you in the process of growing your wedding photography business. One of the ways we do that is by taking editing off your plate so that you can focus your energy on the big picture stuff like marketing or booking more clients. To know more about how we can help your wedding photography business, check out our price plans.