When I first started my business, I just needed clients. I would take ANYONE! I needed experience so that I could grow my portfolio.
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- Eustace Wilkinson
- 5 years ago
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2 When I first started my business, I just needed clients. I would take ANYONE! I needed experience so that I could grow my portfolio. The interesting thing is that once I started to gain momentum, I was still a college student and I didn t have the funds to pay for mass marketing. No ads in The Knot, no preferred vendor lists, no bridal shows. I couldn t afford them and so I just started marketing through the clients that I already had. What happened... almost on accident... was that I was marketing ONLY to those that could be potentional KJ Brides. Not everyone is going to want an EXPERIENCE and not every bride is going to care about being a KJ Bride. So I stopped wasting my time marketing to the masses and I only focused on finding the small percentage of KJ Brides who will appreciate their entire experience with us! This saves time, money and the stress of working with clients that are not ideal. Also, when you only market to your audience, you are strengthening your brand and that is one of the main ways to increase your value!
3 Once our business really started to grow, I noticed that there was a need for community within our customer base. Because we weren t marketing to the masses, we were attracting the same type of bride over and over again. This meant that our clients were very similar and they all desired the same thing. They wanted to be connected under their title as a KJ Bride. They were all in the same season of life and they were all working with us as their photographers, so we united them! Instead of just searching for transactional customers (people that just paid and that was the end of their experience) we started building community! The beautiful thing about community is that it sells itself! When people have a purpose and a place in a community, they talk about it! We work hard creating an experience for our couples so that they do the marketing themselves! We just have to maintain the quality of the experience and they take care of the rest!
4 This is such a hard thing to learn. It took me YEARS to feel comfortable outsourcing certain areas of my business! I wish I had done it sooner. I wish I had taken the leap sooner because I have found that the more I outsource, the more money I make. The first year that I outsourced my editing it cost me $18,000. Yikes! BUT because I wasn t editing, I was free during the week to grow other areas of my business and that is the year that we launched our coaching program. We were also able to take on 5 more weddings that year. So lets not even count the profit from the coaching business because I know that not everyone can coach and lets just look at those 5 additional weddings. At the time, we were charging $5,000 per wedding. That s an additional $25,000 of income. So lets subtract $18,000 from $25,000 and that shows that I brought in an additional $7,000 AND I had free time during the week because I wasn t editing and that is priceless! The truth about outsourcing ANYTHING is that there are people that would LOVE to be hired to do the job and they can probably do it better than you!... You will get your life back!
5 This is something that becomes increasingly harder and harder the older I get. It s a constant battle to remember that even though we have grown a profitable business, there is always room for improvement. Sometimes I feel like we ve got it all figured out and that s the moment when I realize that our business has stopped growing. Education for us may look different than it does for you. When I first started, I went to several workshops and conferences. Now that I m a little more experienced, I learn and grow from reading books, listening to podcasts and working with mentors both in our industry and outside of our industry. The point is, when you stop pouring into your business, you grow stale. Even when things are going well, you need to keep learning. This doesn t mean that you are never satisfied, it means that you are thinking like an entrepenuer!
6 Remember point #2 where I mentioned that I have grown my profitability by creating community within my business? Well, the main way to connect your community is through constant interaction. It s VERY hard to do this with just a website and a facebook page. I can honestly say that my blog has single handedly grown my business platform to where it is today. How? Through constant engagement and interaction. The blog is a place where people can keep coming back to over and over again. This is where people get to know you, hear your voice, see your recent work and learn what you re all about. When you re growing a community, you need to constantly share content of some kind. This does several things. 1. It allows your audience to get to know you. 2. Blogging grows your SEO by leaps and bounds and 3. It establishes your online presence as being professional and busy! Blogging shows that your business is alive and well! It s a must-have!
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