Hi all! I'm excited to introduce a new addition to the CLP blog - guest posts!
I love working with other creatives / makers / entrepreneurs and now I'm tapping into their expertise and advice to share with you.
First up is my friend Kathryn of Evergreen Era Films located here in Asheville. Her films are thoughtfully produced and add such a warmth to your wedding or business. Yep, she offers her services to the same crowd I do - weddings and small businesses! Woo hoo! She's always who I recommend when clients are looking for film of their wedding day or to promote their brand via video.
She's sharing with us 3 reasons video improves your website presence. Be sure to check out her work with small businesses once you've read the post! Take it away Kathryn...
I'm Kathryn - founder, editor, and main videographer at Evergreen Era Films.
I'm an old soul with a soft spot for raw and honest connection. With each interaction I have, my main goal is to create a space where people can feel worthy and heard. This deep rooted passion for connected and compassionate living is what fuels my belief in equality, protecting mother nature, and living life in balance. With time I have also learned to find strength in vulnerability. This is a core foundation for all my films, focusing on the authentic, honest, and heartfelt reasons that people created their business. After all, story and connection is what makes shopping small so special, right?
"With online video quickly becoming a key means for people to satisfy their information and entertainment needs, small businesses that fail to include it in their internet marketing strategies will do so at their peril."
1) People are more drawn to video than text
"It is naturally engaging and, in an age of information overload, it's vital for small businesses to offer content that is easy to digest; if not, consumers will simply move on. Video does this very well."
- The Guardian
Videos grab attention in a way that text just doesn't anymore. We are drawn to quick and visual stimulation. Attention spans are shorter than they used to be for younger generations (unfortunately), but it is one of those facts of life that we must use to our advantage as we move forward. The positive of this phenomenon is that it encourages us to discover new ways of getting our point across and interacting with our world. Therefore, video can connect you with your clients more easily in this technological age.
2) People want to connect, relate, and feel emotions
"No matter how hard you try, some people will never feel like they know the “real” you until they see you on video."
One of the most powerful aspects of a small business is the story behind it. What is your why? It is personal, relatable, and it encourages people to want to support your work because it has a purpose that resonates with them.
If you have a website to sell your products or services, this is most likely one of the first interactions your clients will have with you, especially if they aren't local to you. Therefore, you want that interaction to inspire them and allow them to relate to who you are as the creator. Having a summary film of either your business or who you are is a powerful tool to connect with people on a human "face to face" level. People connect to natural human interactions that include body language, voice, tone, etc and the best way to provide that is through video.
3) Create a more interactive webpage & social media presence
"Videos are good for SEO (Search Engine Optimisation) and Google loves them!"
As simple as it may seem, using all different types of media will make your website more dynamic and interesting, but it will also help you rank higher in search engines. Utilizing photos, text, and video will give your viewer more chances to learn about you and your product while experiencing it differently each time. This allows them to move through your page and feel more and more aware of your brand than with each interaction. The longer a client stays on your page, the better it is for your SEO.
"The number one reason for using video in your content marketing plan?
Video converts more customers. Simple, right? Recent research shows that 71% of marketers say video conversion rates outperform other marketing content."
“Will you Photoshop this out?”
A common phrase we hear all too often.
If you’re looking for a photographer to make sweeping changes to an image so you look "perfect", I’m not the best fit. And trust me, it takes a lot for me to say I’m not the best fit.
But it’s time to draw some boundaries when it comes to how we edit and the impossible standards of Photoshopping + Instagram filters + weird apps that alter your face (terrible!).
Let’s break down the most common scenarios:
Well I edit out your freckles? No.
Will I edit out that blemish that’ll be gone in a week? Yes.
Will I edit out scars? No.
Will I edit out wrinkles in clothing? As much as I can without turning your clothing into plastic ;)
Will I edit out that t-shirt stain that appeared after lunch? Yes.
Will I edit out the flyaway hairs? If they're distracting. If they're showing the wind blowing through beautifully, then no.
Will I edit out that piece of trash or water bottle near your feet? Yes.
Will I edit out that distracting tree branch, bugs flying by, stranger in the background? Yes. I have no problem editing out environmental distractions to an otherwise lovely photo.
Will I "fix" your stomach or arms? No, that's what posing + flattering clothes are for. More below...
Will I edit out your “double chin”? No but I will guide you into flattering poses under beautiful lighting. That being said, not every image gets set up for flattering angles.
If your spouse makes you laugh out loud or if he/she says something so sweet that your cheeks flush, I’m not worried about you looking like a model. I’m sending that pic your way because of that special moment.
How do I make those decisions and why does it matter?
1. I would have to charge twice as much to accommodate editing time for extensive and timely Photoshop requests. I'm not interested in offering that service but there are many out there that do!
2. I don’t want to perpetuate impossible beauty standards by making you look like anything other than you. We need to collectively work towards highlighting the beauty of all people, not highlighting the beauty of over-Photoshopped skin or mimicking celeb Insty posts.
It’s hard to define your role in this as a photographer because it’s my goal that you enjoy your experience and the end results. It's up to me to decide what kind of photographer I want to be though.
When you're 80 years old and showing your wedding photos to grandkids, I want you to recognize your beautiful self from so many years ago. I want you to be reminded of exactly how you felt that day. I don't want you to look back on a plastic figure.
Hot tips for a photo session you'll feel great about:
One final thought: You're great just the way you are.
One of the hardest parts of photographing couples on their wedding day is if one or both of them gets stressed out.
Stress is an unfortunate part of the wedding day. It's why wedding planners are so awesome!
When you're hosting a small wedding or elopement, a planner may not be in the cards and it's likely you're getting a lot of hands-on help from family and friends. It's wonderful to see family helping you create a beautiful wedding but that alone can cause tension.
Things don't go to plan... rain happens, someone forgot the flowers, the vendor is running late and did I mention rain?
So many of my clients envision an outdoor wedding in the mountains. Rain is most common here in the spring (March-May) and then it's unpredictable the rest of the year.
So what's the plan?
1. When to check the weather: The weather changes like CRAZY here in the mountains. If possible, wait until 24-36 hours out to make the call.
2. It may only sprinkle or you can't wait any longer to decide: You have the decision of what's more important- peace of mind or being outdoors?
Some couples like to wing it and don't mind a little rain. Some couples can't be bothered with not-knowing. No right or wrong answer here, imagine yourself in each situation and choose the one that makes me you feel most at ease.
3. It's gonna rain: Are you going to let rain ruin this special day? Hell nah.
-Reschedule. Some weddings are small enough that it's possible to reschedule the whole thing to the day before or after. It's uncommon but I've had 2 couples go for this option in the past 2 years and I was able to work with the schedule change. You never know!
-Umbrellas. Maybe the rain is coming but it's not a downpour. Maybe you'll be outside on a patio/not a spot that'll get muddy... Worth investing in cute clear umbrellas for all your guests?
You can buy cheap throwaways or get quality umbrellas and consider them a favor to guests.
-Indoor venue. Can you move the whole thing indoors at the B&B you're staying at? At a local hotel? Air BnB? Friend's house? Studio space?
These options depend on your budget and number of guests so think stover ahead of time to save yourself stress during the week before the big day!
All this worry about Instagram's organic reach is exhausting.
So what are we gonna do about it ?
1. Take action.
Find resources (sooo many are free) online to learn about approaches to social media that feel good to YOU! There are many folks out there who make a living off teaching about this one platform! Tyler J. McCall comes to mind :)
Be social! You gotta get out there (on Insty that is) and support others just as much as you're hoping to be supported. Like, comment, share, tag/credit on posts and in stories. Take the extra 5-10 minutes a day to comment on other's posts, totally worth it.
2. Improve your mindset.
Embrace social media for what it is, LEARN, use it in ways that make you feel good and forget the rest. You don't HAVE to post a Story daily. You don't HAVE to follow other photographers or writers or jewelry makers who unintentionally make you feel bad. You don't HAVE to post daily. You don't HAVE to only post 1 type of content. You don't HAVE to get too personal... or not personal enough!
Running a small business is an evolution, be flexible and open up to how your marketing evolves too. Everyone HATED IG Stories when it first arrived, why though? What a strange thing to spend your energy hating. Instead stay open, learn about it and have fun with it - your audience will enjoy it.
A certain feed always make you feel inferior? Unfollow. Boom. I'm constantly asked if I follow some local photographer and I rarely say yes. I follow a handful of photogs who are friends or my mega inspirations.
4. Unplug + replace.
Let's say you've tried all the above ideas and you're still not feeling a resolution. It's time to try unplugging and enjoy missing out.
Log out of IG on your phone. I know that extra step would make me think twice about typing in my pw to mindlessly scroll.
Replace an old habit with a new productive habit like:
-reading an edu article on a website about running a business
-meet other entrepreneurs in person for a coffee to connect
-save + organize inspo somewhere other than IG
What do all these lead to? Less comparison, less stress about the IG algorithm and you're still doing important work to move your business forward.
5. Consider alternatives.
When I started to see the worst effects of the IG algorithm, I began looking for new avenues of marketing. IG has been great for driving business but I can't rely on old tactics forever. I invested in other marketing techniques including sprucing up my website and SEO.
Looking for a free alternative? Network your butt off. Doesn't have to be cheesy after hour gatherings...
You can plan a gathering for your favorite local vendors for an activity you love:
-invite everyone over for happy hour on your porch
-get a group to go hiking together with your dogs
-go to a local art show together for inspiration
-co-work in a coffee shop
-attend a community event together
Networking is about connecting and being a trusted + friendly face in town.
Don't let Insty get you down, enjoy it for what it is and find other parts of your business to focus on!
Why? Tim is a self-made entrepreneur with a pretty cool backstory. He interviews successful people from all fields and finds out what habits + ideals make them who they are. So much to learn and be influenced by. Listen to the stories of others to be inspired and entertained.
Start with one of these episodes:
How to Design a Life with Debbie Millman
How to Have, Do and Be All You Want with Terry Crews
Catherine Hoke - The Master of Second Chances
Oprah Super Soul Sunday
Why? You can't take care of your business + clients if you're not taking care of yourself. Keep learning and growing as a human, it'll translate into your success as an entrepreneur. Oprah as been a guiding light for many trying to "live their best life" and now she involves guests that bring it to a whole new level.
Start with one of these episodes:
Cheryl Strayed: Brave Enough
Dr. Maya Angelou, Part 1: 9 Words that Changed her Life
Reese Witherspoon and Mindy Kaling: Brave New Worlds
Online Marketing Made Easy with Amy Porterfield
Why? Amy offers some of the best "social" marketing advice. Facebook ads, Facebook groups, online videos and collaborations are all up her alley. She's built quite the empire through free resources, online education and online memberships with her audience. Amy is also open and honest about her behind-the-scenes which I've found valuable and refreshing!
Start with one of these episodes:
#180: 7 Ways I've Collaborated with Friends & Influencers to Increase Profits
#192: Are you Embracing the "Visionary Role" in your Business?
#197: How to 10x your Results in 2018 (and Beyond) with 3 Dead Simple Strategies with Marie Forleo
Bright Planning (disclaimer: Chelsea Lane Photography + Bright Planning regularly work together)
Why? Catherine is a local marketing expert who doles out practical advice via her podcast, newsletter and social media. Her audience is made up of small/medium size businesses and I appreciate this because we operate differently than the biggies. Her advice is tailored, well thought out and actionable.
Start with one of these episodes:
Episode #53: How to Market your Small Business for $100 per Month
Episode #59: 10 Marketing Tactics you can do in Less than an Hour
Episode #71 4 Questions you have to Answer to be Successful
And lastly, an honorable mentions from my favorite email buddies:
Skimm'd From The Couch by The Skimm creators (my favorite morning email news dose). I'm new to this podcast but can already tell it's going to be one of my faves for hearing the stories, experiences and inspiration of badass female creators!
The Marie Forleo Podcast - I get my weekly dose from her online TV show but she also offers the same info via podcast. This is best podcast for people in the beginning stages of their business, she'll be your biggest cheerleader!
Akimbo a podcast by Seth Godin is another brand new podcast so I'm still getting started with it. I read his blog daily and it's easy to see his insight is incredibly valuable, unique and will make you press pause to think twice about what he just said.
I've gathered up favorite resources that many couples could benefit from when planning a small wedding or elopement!
The internet is, um, big. So rallying resources in one helpful spot saves time!
Visit any of these websites that speak to you for inspiration, tips and insight - don't forget to follow them on social media too for even more goodness.
The larger names like Brides.com, The Knot, Style Me Pretty, 100 Layer Cake, Green Wedding Shoes (I could keep listing but I'll spare you) are easy to find and also have great resources. Don't discount them, give them a visit too! I just gathered the little guys that may not hit your radar.
BEST OVERALL RESOURCE
A Practical Wedding - Website and blog for the laid-back couple. Real advice that's helpful for those of us thinking we don't need to spend $15k on a wedding. The advice & etiquette section is my favorite but the whole site is helpful.
MOST BEAUTIFUL INSPIRATION
The Bridal Theory has been a longtime favorite of mine simply because their style is deep, romantic perfection! For major eye candy, follow them on Instagram for 'real wedding' dreaminess to motivate your own style.
BEST LBGTQ + FEMINIST RESOURCE
Catalyst Wedding Co. - I love this site because it shows the couples that aren't shown enough. Catalyst shines a light where we've needed a light to shine for so long! They have great articles, advice and inspo for everyone.
BEST ETHICAL RESOURCE
Black Sheep Bride - This team collects vendors and products best for those who care deeply about the source. They support companies that give back, have a smaller footprint and have a social conscious mission.
Modern Love for sweet stories from all walks of love life. This podcast is a quick listen - perfect for the car ride or while eating breakfast.
Where Should We Begin? with Esther Perel for advice on hard topics from the ultimate pro. Esther's interviews on other's podcasts were popular enough to encourage her to launch her own. Where Should We Begin? is new so its a great time to catch up and stay subscribed for future shows.
When you scroll through Instagram checking out the cozy photos of a trendy home with a cute girl lounging on her sofa with coffee on the Anthropologie feed, you think "that's what I want!" I love these lifestyle images, they give such warmth to brands that traditional product photography cannot.
So what does it take to create a seemingly simple photo to promote their new couch + robe + mug + candle?
Many many people came together to craft these photos shoots. I've been on these sets and seen the amount of people, time, planning and money that goes into a photo shoot for 1 blog post. One blog post! That's it!
An example of a shoot for a larger company:
1 creative director
1 person handling manual labor (that cute couch? may have been moved 3 times for the photo)
1 studio setting or a real home that's been scouted + pre-styled
20 hours of prep time
8 hour photo session
Plenty of post processing time to edit images (I don't know the exact amount of hours for this specific shoot)
Result: 5-7 final images for the client
So when you're a small business owner and you're working with a one-woman-team photographer, how can you bridge the gap to get the results you want without all of those resources and that big ol' budget?
I've got some ideas.
1. Know where you stand. - Are you in the beginning stages and need help developing your brand? Do you need guidance with this or just some time to gather your thoughts? Let your photographer know this when you inquire about their services.
2. Maybe you have the basics of your brand in mind (the mood + feel). - Now you're ready to gather inspo pics and make sense of it all. Please don't expect your photographer to recreate other's work but sharing inspo pics is very helpful! Visual aids help when words aren't cutting it, Pinterest is great for organizing this on "secret boards".
3. And perhaps you know exactly what you want and you have a very strong vision. - My advice here is to meet with potential photographers to discuss and see if you're a good fit based on their input. My other advice for this is to still be flexible, you're hiring another creative to bring your vision to life and they will breathe in new air to a project, let them!
Bonus: Always know your budget. Know what range you're comfortable with and don't be afraid to tell your photographer! They are likely just as excited to work with you and may be willing to negotiate.
Next, what are the expectations of the shoot?
Visit this post for what factors may or may not be needed for your shoot, very helpful for preparation!
Now that you've read that past post, here are a few tips to make the most of a smaller budget:
-Model for yourself! You're likely the face of your business so hopping in front of the camera saves you money + time and gives you a chance to connect with your audience! Photos of you do SO well on social sites.
-If you're struggling to find a good location, chat with your photographer for their recommendations. Your own home may work just fine which saves on a rental fee.
-Find a photographer who is comfortable styling products if that's necessary for the subject. Their rate may be a little higher than others but you saved money on not hiring a stylist without putting that job on yourself.
-Go with the flow of natural light. If you work with a photographer who shoots natural light, you are somewhat at mercy to the weather gods. A good photographer anticipates and prepares for that with equipment (including artificial light just in case!) and approach. Trust your photographer to guide that process and make lighting recommendations.
-When tallying up the number of products you want photographed, narrow it down. If you ask a photographer for 20 styled shots, they'll need to charge for the time it'll take to make that happen. Choose wisely!
-And, lastly, communicate! When planning a photo shoot, respond to questions from your photographer in a timely manner so they have time to prepare. If they're to set up a shoot, help book models, buy props, prepare backdrops and be ready creatively - help 'em out and give them the appropriate time to do the work.
I hope this helped as you consider professional photography that's still within your budget. You're always welcome to email me with questions about your situation!