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Prospects make buying decisions based on the visual imagery they see and the feeling it inspires. Use well-planned marketing photos to create a compelling impression.
When selecting images for your marketing materials, you have two basic options: stock images and custom photos. I have talked before about using stock photos in your marketing in Tips to Select Featured Images for Your Financial Content and What You Should Know Before Using Stock Images.
I want to share with you today the important role that professional custom images play in your marketing and how to get the biggest impact when working with a professional photographer.
Custom photo options
When it comes to using custom photos — those taken yourself or by a professional — these are the images you will use to represent your firm to the world. I have seen many advisors use candid photos that have been taken around the office on their website and/or in their marketing materials. While this is okay in certain situations (such as on social media), I highly recommend investing in professional pictures.
By utilizing a professional photographer, you are ensuring that your photos are high quality in appearance and that you are putting the best possible representation of your firm. You can save the more candid shots for social media posts and client events — anything that would benefit from having a little more relaxed feel.
When choosing a photographer, look for one you are comfortable with and that produces a product that you like. Many photographers have different styles and utilize different settings. Take a look at their portfolio of past work and never hesitate to ask for recommendations from other professionals.
Tips for professional photos
There are a few tips and things you should consider as you prepare for your professional photo shoot.
Background
Today’s headshots use native backgrounds, usually outside in a natural setting or in your office. More and more photographers are moving away from the dated “studio portrait” style of photography and are opting for more organic settings.
Body language
Keep your body language candid and relaxed. Being in a service industry means you need to come across as relatable and friendly in your photos. Don’t forget to smile.
Attire
Wear something in your headshots as you would in a meeting with clients. If your office is more relaxed and you hardly ever wears suits, then don’t take your photos dressed overly professional. You want your photos to portray your office team just as a client would see them in your office.
Think out color schemes when choosing what to wear. In a team photo, you will all be in the same shot so make sure colors don’t clash or one person doesn’t stand out more than the others. You can get a lot of ideas online just by looking at other professional photos and you can even ask your photographer for suggestions on colors and patterns.
Don’t miss the details! Haircuts, jewelry, shoes, and make-up all matter. These photos will be used over and over again and viewed by clients, potential clients, and even colleagues and competitors. These small details are what can make a photo look polished and professional versus a little sloppy.
Location
You will want to have photos taken around the office and in front of the office so people can see your full work surroundings. Make sure the office is neat and clean and cleared of all possible “clutter.”
Ways you can use your photos in your marketing
Hiring a professional photographer is an investment, but the ways you can use these photos are endless.
Associate biography flyers
Having headshots of each associate will be a great asset when building out your individual biography flyers as well as the biography portion of your website.
Website
Not only individual photos but the team photo can be useful when creating your online image. It helps give a personal touch to your website and makes your business a bit more relatable when visitors can see pictures of the people they may be working with, rather than a bunch of stock images.
Social media
You can share your individual photos with a few fun facts to help your followers get to know your team. You can share what your office looks like and what your team looks like working together. These are great ways to engage with the people following you on social media.
Newsletters
You can have features in your newsletters, much like your social media posts, where you share information about associates and the office and then have the added bonus of professional images to help build out the visual interest of the newsletter.
Checklists
This is a simple list you can provide to your photographer to make sure you get all of the pictures you want during the shoot. It can sometimes feel a little rushed and hectic so it is always a good idea to have in mind what you want so that nothing is missed.
Picture checklist
- Team photo
- Several arrangements
- Various backgrounds
- Individual photos
- Headshots are the only pictures that should be taken in portrait
- Around the office
- All areas should be shot with and without people
- Lobby (people sitting/standing in waiting area)
- Elevator Area (people waiting for the elevator or in the elevator)
- Conference Room (people sitting around a conference table)
- Offices (associates sitting behind their desks, on the phone, posed and candid)
- Reception (receptionist welcoming someone)
- Outside of building
- Signage
- Street view
- Front door area
Things to remember
- Make use of Artistic Framing
- Get shots both close up and far away.
- Some images may be used as a blurred background so that there can be content overlayed.
- All photos except headshots should be produced in landscape/horizontal orientation. This gives you the most flexibility when editing and using the photos for different purposes later.
When preparing for your photo shoot, know that it will be easier to get all the photos you need during this one session while everyone is dressed and ready. These tips should help you get the most out of your time with your photographer.
If you would like more direction about custom photos or have a specific question, please feel free to reach out and see how Crystal Marketing Solutions can help. You can also take a look at my online portfolio to see how some of my clients have used their photos in their marketing.
Crystal Lee Butler, MBA is a creative marketer and results-oriented business consultant with over a decade of experience collaborating with independent advisers. At Crystal Marketing Solutions, she delivers exceptional insights for financial professionals enabling them to create a consistent marketing presence so they can focus on the things that matter most to them.
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Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.
