By Tiffany Castle, Castle Bison
Originally published in December 2022 newsletter
In today’s day and age, the majority of consumers are shopping through websites, social media, their phones, online ads, and other virtual means. What we know about ourselves and our customers is that we often shop with our eyes first. Marketing is no longer about the stuff you make, but the stories you tell.
You can use photos to show customers the story of: the faces behind your business, the history of your operation, your mission, vision, values, and more.
Having quality photos allows you to:
- acquire new customers by getting their attention
- engage with your community
- get recognized by your target audience
- show up in consumers’ lives more frequently
- build trust within those relationships
Sharing photos throughout your business in places like your website, your social media accounts, email newsletters, packaging, advertising, brochures, business cards, market or store displays, decorative products, and more can increase your chances of effective engagement.
Photos & the Bison Industry
We are fortunate to be living a life that many people can only dream about. We work with, take care of, and live among these amazing animals every day. There are so many things we can share through photos with our potential clients including yourself, your family, your products, your animals, where you live, your storefront, your customers and their locations, where you travel, daily chores, roundups, fencing, vet checks, etc.
Finding a Professional
There is a lot you can do on your own (see tips in the sidebar). If you’d prefer to keep your focus on the other aspects of your operation you can always hire a professional photographer to take photos for you!
You can find a professional photographer in many ways, in many places including: locally, regionally, and globally. Finding the right fit can be done via Google and social media searches, asking other businesses who they have used, and asking friends and family for recommendations.
When you are looking for a professional, look for these three things first:
- Someone whose work and style you love
- Someone with a professional online presence
- Someone with experience in photographing projects similar to yours
Vetting a Professional
Once you find “the one” be sure to ask them the following questions prior to hiring them:
- Do they offer commercial use rights? (Commercial releases allow you to use your photos for sales and sharing in your business as you see fit.)
- Do they have a contract? (Contracts establish clear expectations for both parties and protect you and your investment.)
- Have they done a project similar to yours before? (Nothing beats the wisdom of experience.
- What is included? (Get a clear understanding of the products and uses you are purchasing.)
Be it you or a professional capturing photos of you, your products, your family, your animals, where you live, your storefront, your customers and their locations, where you travel, daily chores, roundups, fencing, vet checks, etc. is the best way to share your story and promote your products. Getting your story out there by way of imagery is one of the best forms of marketing and reaching your ideal clients.
How to Deliver Quality Images
Use what you have. Even a modern cellphone can take a beautiful photo- you just have to use it!
- Use a lot of light (natural light is best).
- Be mindful of your background and remove distractions.
- Make sure your subject is in focus.
- Be aware of harsh shadows on the subject.
- Consider this perspective – our boring day-to-day is someone else’s dream. Share your experience with them!
- Try and try again. Digital photos = endless chances. (You can always delete those that don’t appeal to you.)
- Experiment and get creative.
- Ask for feedback – but don’t take it personally.
- Take inspiration from those around you.
- Practice!
There is a lot you can do on your own to elevate your products and the story you are sharing. Small steps can cover great distances. You shouldn’t be intimated to try this yourself.