There are two types of marketing. Most small businesses focus only on the first - the type of marketing I like to call "Outside" Marketing. This isn't true just for photographers, but we struggle with it just as much as any business.
Outside marketing is all the things we do to push our brand out into the world. Outside marketing is what most photographers spend most of their time on. Outside marketing is things like your website, logo, blog, social media, business cards. It's also the sign on the front of your store. It's the ad on the bridal blog, or in the print magazine.
These things are all important, and they help you tell your story to the world. But they're only half the story.
The other half is what I call "inside" marketing. This is where you make the story real. Inside marketing is the way you answer the phone, or how you respond to client emails. Inside marketing is your turnaround time, the way you present your images, and the way you deliver your clients orders.
Inside marketing is how you live up to the promises made by your outside marketing. Inside marketing is every experience your client has with you and your business.
Sometimes I think that if we spent a little more time on our inside marketing, we wouldn't have to spend so much time and energy on outside marketing.
Tell me what you think. I'd love to hear your opinion on the difference. Leave a comment below!