Know-How Exchange : Strategy

What you are doing is not lazar sharp in targetting those who would most use your service.

When someone dies, do we look to facebook to find a videographer? No, we mention it to the funeral director-- in when my dad passed, the funeral director told us this would be an option. The director recommends someone, it could well be your client. That is who you need to be in front of.

Weddings? The planner, venue, caterer, etc. All these trades associate and trade leads. Build a wedding lead group, attend bridal shows.

You get the idea, look for these associations and market together - fusion market to help each others exposure and share the contacts you each have.

First, how does the videographer differ from others in the area? Do they have special equipment to capture the event inconspicuously? Have they won awards for other videos they've created? Perhaps they always use multiple cameras to capture the action from many angles and seamlessly merge them into a highly engaging presentation? Whatever their edge, that's what needs to be brought forward in the marketing, since anyone with a video camera and basic editing software can market themselves as a videographer.

Next, do as Carol suggests - talk to those that are likely to recommend your services, and spend the time to get to know their needs, who else they recommend, and what needs do they have trouble filling (perhaps being available at the last minute to handle technical problems?). The average person is unlikely to need a videographer in their daily life, so focus your energy on those that would need/want them.

First things first, if you haven't done so already, do some basic market research. Learn as much as you can about your competition.

As Carol and Jay mentioned, you'll need to develop a compelling marketing message that outlines: who your ideal clients are, the pain or problems that drive those clients to need your services and what makes you different and better than your competition. Your message should also contain a concise statement of your offer (what you do to help them solve their problems) and your "promise"- what benefits and results your prospects can expect from hiring you.

Once you know what your message is, you can start to build relationships with the other local professionals mentioned who sell non-competing services to the same target clients. As you get to know these other professionals and their services overtime, and they get to know you, you will start to build the trust that naturally turns into referrals.

As you gain more satisfied clients, ask for testimonials that will you to build credibility and add that to your marketing arsenal.

Once you've done all of that, you'll know how to talk about your business, what to put on a website or facebook page, brochure or any other marketing collateral.

Next, you'll need to determine what other marketing activities you'll be willing to implement consistently that will keep you in front of your target audiences (the referral partners outlined above and the end users themselves) You'll need to do at least 3-4 different types of marketing all year round. Marketing consistency is very important, people rarely buy the first time they hear about you; rather they buy when they're ready.

Although I'm not a huge fan of paid advertising for local service businesses, one inexpensive online advertising tactic that may be worth trying is a wedding website like "the knot" who offer a reasonably priced monthly option which lists services like yours in specific geographic areas. https://wedding.theknot.com/local-wedding-vendors.aspx

Hope this helps-
Susan