Transcript
Elena Blair: What's up empowered photographer. I am excited to be here in this solo episode today, talking about one of my favorite things, and that is boutique school photography, but not just school photography, but school photography as a business model, as a way to create a secure, profitable and reliable photography business.
Elena Blair: So let me get at you. This is one of my favorite subjects. And in case you haven't been paying attention to the news, I won't mention any controversial names or names of big businesses, but a big school photography business is not so popular right now. And my business, my school photography business has received a record number of inquiries in the past couple of weeks. And we have put five new campuses on the calendar for the next two months, which is a lot. So it's a really good time to get curious about school photography. But let me talk to you about um how it is actually sort of ah a business model, how it's a foundation for a family photographer's business. So I started my school photography segment of my business in 2012. I had a feeling that I could photograph kids in a way that was more true to who they actually are, more authentic, and um that it could be a real way to create year-round income for me.
Elena Blair: My photography business was about two years old and i was doing great in the fall. I was still working as a nurse, but I needed to make sure that I had income coming in all year. And so I photographed my daughter's preschool, about 50 children, and I made $3,000 in that one school photo shoot, which was a lot for me in one Well, in one job, it felt like a lot of money. But what was really interesting to me was that I was able to bring so much attention to my business that people saw these different types of school photos. If you've never seen my...
Elena Blair: Boutique School Photography work. I'll link my my website here, at my school photo website, so you can see it. It's a different approach to capturing kids. And people saw these beautiful portraits of their children and said, oh, she's a photographer. Maybe she'll be able to capture our family as well. And I was able to book my family photography calendar out months and months out and this is when i knew that i was on to something cut to in 2017 i created my school photography workshop called schooled which has helped over 2 000 photographers from all over the world create insane progress in their businesses some of them are making 300 400 000 one of my students in there hit seven figures with his school photography business And that is one of the amazing things. School photography, when done this way, the kid the the parents see this type of portrait of their child and they can't resist.
Elena Blair: And so we teach you how to photograph kids in this way super efficiently. So I think with volume photography, people think it's going to be super complicated and it can be, but we make it very easy.
Elena Blair: But what is even more beneficial than that cash injection that you do get year round. And yes, schools book school photographers all year. It's not just in the fall. If you're working with a private school or a school that has middle school or high school age kids, it is often that they want you to Photograph them in the fall because they need photos for the yearbook and IDs. But preschools, daycare centers, homeschool co-ops, people use school photography or the way that we teach school photography for dance studios and sports organizations. That all happens in our business. Almost all of our campuses happen February through April. So.
Elena Blair: It is a year round cash injection. Amazing. But the way that we teach you how to release the galleries is to send traffic to your photography website.
Elena Blair: And when you send traffic to your photography website, it is a search engine optimization super boost because one of the things that Google wants to see is that your website is living and breathing and that people actually like to spend time there.
Elena Blair: It doesn't know that you sent traffic there. So when you send all of these families through your website in order to learn about their school photos and learn about school photo day to get to the galleries, whatever, you are giving your website, your photography website, a super boost. Now, if you don't know anything about search engine optimization,
Elena Blair: What that means is that somebody gets on a search engine or AI, they work the same way, and they say, for my case, Seattle family photographer. And I have those keywords on my website. And what the Google or whoever algorithm robots want to know is, is this website relevant? Do people actually spend time here? That's one of the main things that it's judging. And so it wants to show its users a really good, relevant website.
Elena Blair: So when you're sending traffic there, Your website is getting a search engine optimization super boost. So that is one of the benefits of school photography, which will then fuel your inquiries and your bookings. Because when somebody searches for family photography, whatever you're trying to be found for, it'll increase your rank. So that's another amazing part of school photography. And then the next thing is that when you are creating your galleries for your school photos,
Elena Blair: you can capture their emails and we teach away in the um workshop, how to legally get them onto your email list so that they can unsubscribe. Now you have emails of people who are your target market, which is families with children that if you are a family photographer, you need people who have children in order to photograph.
Elena Blair: And so now, You can directly email them. your um You can email them like an email list. and It's a little more complicated than this, obviously, and you learn about that in the workshop, but you can email them and get them on your calendar.
Elena Blair: My calendar books out a year in advance all because of my email list. And so that is my most valuable asset. And that is my end goal is to get families in Seattle on my email list, whether they find me through Google or they are past clients or they are families at the schools that I photograph, I want to invite them to get on my email list. Now, if I was going to use social media for my photography business, it would be the same end game. My goal would be to get these people that are following me on Instagram on my email list. Why? Because email list open rates are 50%.
Elena Blair: When you post something on social media, one to three percent of the people who follow you will see it. And that's good. You're doing great if you get three percent. When you send an email, everyone that you sent the email to gets the email and 50 percent of those people are going to open it. Well, that's our open rates. Industry, to industry average is 20 percent, which is still way higher than three percent.
Elena Blair: So school photography is really a foundational business strategy because you inject cash into your business, you eliminate slow season, you are able to give your website a search engine optimization super boost, and you're able to get people on your email list so that you can market to them about your main offer, which is family photography, newborn photography, um you know ah anything like that that you're doing that is in the family area.
Elena Blair: The family family. All right. So I'm going to leave a link to the Get Started Guide for School Photography in the description and show notes and all of that. And I just want you to think about this as a real opportunity to grow your business online.
Elena Blair: and make your business really sustainable. And I know it works, not because it works for me, which it does and has since 2012, but because it has helped thousands of photographers from all over the world who have taken my workshop. So the free guide will get you started. It's a great place to start. Even if you're just curious, it's a great place to start.
Elena Blair: I think that you really should consider this. It is a game changer. And like I said, it's a really great time to do this. I won't say why. So thank you so much for listening. If you love Empowered, please leave me five-star review and I'll see you next time.
