I’ll guide you through how we boosted a portrait studio’s leads from 0-1 per week to 9 in just 5 days. My 12-year-old daughter even contributed to this success. We implemented Google Ads, an interactive quiz on the website, and improved the landing page to enhance conversions. Please take note of the strategies we used to achieve this remarkable growth.
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Key Themes:
- Conversion-focused marketing: The strategy emphasizes capturing leads and converting them into paying clients. This is achieved through a carefully designed funnel that includes:
- Targeted Google Ads driving traffic to the studio’s website.
- An interactive quiz on the website that engages visitors and collects their information.
- A landing page with a video scheduler and a call to action for booking a consultation.
- Automated email and text message follow-ups via a CRM system.
“We installed the quiz because we wanted to be conversion-focused… We wanted to capture more of the people that were going to her website.”
- Data-driven optimization: The strategy stresses the importance of analyzing data and making adjustments to optimize each stage of the marketing funnel. This includes:
- Refining Google Ads campaigns by narrowing down keywords and targeting specific demographics, particularly income levels.
- Improving the landing page by showcasing product offerings and addressing potential client expectations.
- Analyzing phone consultations and email interactions to refine messaging and improve engagement.
“It’s essential that we kind of like break down the journey and don’t just… a lot of people will like see this funnel and like if it’s not working they’ll just say Google ads suck.”
- Value demonstration and transparency: The video highlights the importance of clearly communicating the value proposition and pricing to potential clients. This can be achieved through:
- Showcasing high-quality products on the website, including albums, prints, and wall art.
- Visual cues and storytelling convey the experience and quality of the services offered.
- I avoid ambiguity and potential surprises by being upfront about pricing and product options.
“What you display is what people will think they’ll buy… You have to show products; you cannot just have your website be like an Instagram feed of just digital images because people will think that.”
Most Important Ideas/Facts:
- The studio achieved significant lead generation results by implementing the described strategy, going from 0 to 9 leads in 5 days.
- The speaker emphasizes the importance of understanding the entire marketing funnel and not simply blaming individual components (like Google Ads) for lack of success.
- A well-crafted website plays a crucial role in converting leads. This includes showcasing products, demonstrating value, and setting clear expectations.
- The strategy advocates for continuous improvement and data-driven decision-making to optimize results and increase profitability.
- The speaker promotes various services offered by their company, Photography to Profits, to help photographers implement and manage successful marketing campaigns.
Conclusion:
The video transcript offers a practical and actionable framework for photographers looking to generate leads and increase sales. The emphasis on conversion-focused marketing, data-driven optimization, and transparent value demonstration provides valuable insights for building a sustainable and profitable photography business.
Transcription:
0:00 Alright, so I’m going to walk you through how we helped a portrait studio go from 0-1 leads per week to 9 over the last 5 days.
0:09 And my daughter, who’s 12, actually helped with this and I’m going to show you what this looks like. And basically what we did is we set a budget and we are running some Google Ads, we’re going to their portrait website, and then on this site we have an 8 second delay, people go through this really cool
0:24 interactive quiz, which if you want to learn more about whether or you want her to do it, you wanna do it yourself, I’ll put links in the video.
0:30 But this interactive quiz, which educates your clients and redirects them to a thank you page with a video scheduler and a video, so actually a video and a scheduler, and then hopefully you have some sort of CRM tool and it sends them emails, text messages, gets them on your calendar, and then it lets
0:47 you call them, right, because you want to have a consult with all your leads, especially if you’re doing in-person sales.
0:54 But what we did with this, and there’s some notes about this studio, is that this is Portrait Studio have a budget of about $500,000.
1:01 We don’t have the Facebook ads running yet, they’re doing this themselves, but they’re about to start running Facebook ads. Again, we installed the quiz because we wanted to be conversion focused, so we wanted to capture more of the people that were going to her website, which she was already running
1:15 ads before, and we did that by running the quiz, and then we made a lot of adjustments to her landing page.
1:21 So before we started with this, I kind of have kind of like a color coding system. I would say that her ads were, let’s just say, like, maybe in the orange or red.
1:32 The conversions and everything else after that were maybe in the red, right? So they weren’t doing too hot, okay? And I guess I’ll give some grace and I’ll say this was in orange.
1:42 So we made some changes. Number one, we wrote all the copy, we used, you know, narrowed down the keywords, we used different types of campaigns in Google Ads, and we got this up into the green, and we’ve even refined it even more, and we’ve been a little bit more specific with the demographic, right?
1:58 Especially with income that we’re trying to target. So, getting that into the green, right? And it’s really important that we kind of like break down the journey, and don’t just, a lot of people will like see this funnel and like, if it’s not working, they’ll just say, Google Ads suck.
2:14 And then they just kind of like throw away all the Google Ads and say like, it’s not worth the investment.
2:19 But in reality, like, you could be getting amazing cost per click, you could be getting amazing like lead, potential lead quality, but then like, everything could fall apart on your website and no one, maybe it doesn’t function, maybe it’s not easy.
2:30 To understand where you are, or like, your form doesn’t even work. You know, you might be tricked into thinking like, this isn’t gonna work, so why would I spend on this?
2:38 And the reality is, even if this doesn’t like, work the greatest in the world, like, even if you’re spending like, you know, $300 per booking, if you do in-person sales and, you know, you get, you know, one client for that, and you do a $3,000 sale, yeah, you have cost, but, you know, there’s $2,000
2:56 in profit there, that, hey, that might not be worth it to you, but like, what if you, You can get it down to $150 per booking, or $100 per booking, and now you can get ten of these per month, or seven of these per month.
3:07 That’s really how you get people into like, the multiple six figures, right? Even getting to seven figures, when you, all this starts to like, snowball into itself.
3:16 So, we improve the ad, improve the targeting and the demographic, narrow down the keywords, we’re a lot more selective, we improve the landing pages.
3:24 So, the landing pages right now, I would say, are like, a 70% solution. There was some change that I suggested that we’re going to make.
3:33 A lot of those tend to be, a lot of studios tend to not put a lot of product on their website.
3:38 So, a lot of times, we’re kind of like, lulled into thinking, well, if we show beautiful things, if we, you know, have good reviews, then why don’t people understand that this is going to be expensive?
3:49 And the reality is, is if you don’t, you know, let’s just say, send the message across of like, what the experience entails, people are going to be really surprised that you only show digital images, but now you’re telling people they have to buy albums.
4:01 So, why not just do that on your website, through your ads, through your, you know, remarketing videos, through the videos on your website, and through your email list, right?
4:11 You have to show product. You cannot just have your website just be like an Instagram feed of just digital images, because people are going to think that.
4:19 So, what you display is what people are going to think they’re going to buy. So, it’s not necessary for you to just like, hey, put a disclaimer on your website and say, hey, you have to spend $5,000 with me.
4:29 You know you can also just demo. Demonstrate it, right? And demonstrate it without having to just type it out, because a lot of people are not going to connect with just your pricing if you just write it out.
4:38 And, the analogy I like to make is if you have an interior designer, and you have two of them, and one of them, you see they have really nice, furniture, they have really nice design, but all their website just shows 1,500 square foot apartments or townhouses, just in your mind, even if you don’t see
4:53 the pricing, you’re going to know that it’s not the highest priced thing in the world, right? And that might be what you’re shopping for.
4:59 But, if you’re the interested, I’ll tell you, if designer that wants to work with, like, the highest end clients, you know, maybe that second website, the clients they show, they’re showing, like, beach front properties, they’re showing pieces of furniture that, like, look extremely custom, they’re,
5:12 like, Italian, each piece looks like it comes from a different company, and then they come together and it looks so perfect.
5:17 The materials on the, kitchen and in the bathrooms look amazing, and they look super high quality, right? And, like, just the views, the size, the locations, right?
5:26 So even without them saying the price on their You just know between both of them, like, okay, this is going to be, you know, X experience with the first one, but this one’s, like, an elevated one, right?
5:37 Like, the images of the artist on this website are just a different level. The quality of work, how they present it, right?
5:44 The materials they work with. So, really have to get that across on our website. So, we’re gonna do that, and very quickly, this is gonna turn into a green.
5:53 And then right now they are getting a lot of their CRM and their emails set up so in this case very shortly they’re gonna be, maybe, like, in the orange, but then once we start listening to phone consults, once they start refining and, you know, updating their emails and just telling more story, right
6:09 ? I actually have a blog on my website about story brand marketing and websites. When they start just sharing more of the journeys, they’re gonna do a lot better and we can get this in the green, right?
6:21 And then what’s gonna happen? Basically, we’re gonna get their marketing budget where, you know, they’re going to want to spend, you know, in spending.
6:29 And they’re gonna want to spend $2,000 because they know when they spend $2,000 that, you know, they got 10 to 15 clients, right?
6:36 And each of those clients, you know, they spent, even if it’s low, right? $3,000, you know, now they know, hey, when I spend $2,000 on ads, yes, I have all these business costs in my product, but I’m getting a return of 30 to $45,000.
6:51 And then we can help that scale that by, you know, maybe we add Facebook ads, you know, maybe we just keep improving aspects of this, right, maybe we get more social.
6:59 proof, we have different landing pages, we get more reviews, and we get that cost down as low as possible. But just remember that every studio is gonna be in a different place here, right?
7:09 There are some studios that, like, they’ve never turned ads on, but, like, all of this is really good, right? Like, maybe they work with referrals, you’ll work with partners, alliances, past clients, and, you know, some of this stuff is good, but, like, your ads are just, like, terrible because you’ve
7:23 never ran ads, maybe, you know? And then maybe, you know, your follow-up isn’t great, so, like, you’re orange here. So, it’s, like, really important that you, you know, hyper-focus on your situation, and you don’t just scrap things because one or two little wheels of the train, right, or carts of the
7:40 train are just not completely optimized, right? We have to kind of segment and say, hey, let’s hyper-focus on this, you know, how does this correlate, and, like, jump over to the next step, where is the fall-off here?
7:50 And as you make incremental improvements, you’re gonna get your cost down per lead, and you’re really, really gonna be able to turn a great profit by running ads.
7:57 So if you wanna work with us, number one, I’m gonna put all the information on how you can hire my daughter to do this quiz for you, or if you wanna do it yourself, maybe you’re a DIYer, you don’t wanna be bothered by this, so those I’m gonna include.
8:10 the other ones, if you wanna learn how to, like, you know, increase the level of engagement you have with photography to profits, maybe even seeing a lot of our clients, you, you just see a lot of the case studies we have, or the quality of websites we have, and you just know, hey, I know I’m probably
8:24 never going to do my own ads, I don’t wanna do my own website copywriting, I don’t wanna do my email automations, then you could just hire us and have us do all done for you.
8:32 I’m gonna put a link so you can jump on the phone with us, the next level is, hey, maybe you wanna do it yourself, and if, maybe you don’t wanna do it yourself, like in a one-on-one, maybe you wanna do it in a group, and this is definitely the most cost effective, this is the one that we actually work
8:46 with the most people in, obviously, it’s the lowest cost, and then a lot of people will join our mastermind and then they’ll say, hey, you know, I’ve gotten a great return.
8:54 You know, I spent X amount on this and on my ads, and I barely even knew what I was doing, I was just following the mastermind, but I hired you at this level?
9:04 And then we like, really, really turn it on, right? Because we, number one, are based in the United States, every single employee I have is in the United States, this is all we do, copywriting, ad buying, automations, building websites for photographers, right, photography for profits.
9:20 So, I’m going to leave those links, if you guys have any questions, drop a comment. on any of these videos, and I look forward to hearing from you.
9:28 See you guys in the next one.
Humberto Garcia is the world’s leading photography business growth expert.
Founder of Photography to Profits and high-performance coach to multiple 6-figure photography businesses. Humberto coaches photographers from his special operations military experience and photography sales and marketing experience. After years of high performance in Marine Special Operations and building businesses, he knows what works.
