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Digital Business Case Study: Fusion Photography

Digital Business Case Study: Fusion Photography


[MUSIC PLAYS] My name’s Ben Kopilow.
I’m a photographer and I mainly specialise
in shooting weddings. Fusion Photography is
a high-end, boutique photography studio. It’s in high demand.
It’s one of the most highly regarded wedding
studios in Australia. The thing with photography is
having a website’s pretty much mandatory. When you’re dealing with
the public your website as a photographer
literally is your shopfront so you cannot
survive without it. And because I work
from home my website becomes
my storefront – it’s absolutely essential. A lot of what I do
can be done online and photography being
a very visual medium people are looking
to see your portfolio and your work, so
of course online or a website
is the perfect way to showcase photos, and give them
that visual feedback on what they’re
looking for. So a lot of the
work for these albums are done online; that’s another really
good use for online. We do all the
design work via online. We have an online
virtual album that I can get
made up and sent to
the clients and then they can
ah, makes notes directly on the
virtual album to me which then comes to
my computer which then I can
liaise with the graphic designer, and we
can go back and forth, all three of us
collaborating all via online. The client never has
to come in to do things physically, all they have to do
is come and pick up the physical album
when it’s finished. So… that’s another great use for the internet. So getting my website started it’s always hard,
starting from scratch Because when you start
a business, I guess you’re fairly cash-flow
poor, so… my first website was
just a basic template website. There’s a lot of companies
online that offer photographers ready-made portfolio
websites. A few years ago
I bit the bullet and I paid for a
company to actually design a custom
site for me. And the advantage of
that is I can get the look and feel and portray the
kind of attributes of my
business – what I wanted to get
across to the clients in a way that I
couldn’t do with a cheap template
website. It’s a time consuming
thing to maintain your online presence. If you want it to
work effectively you can put a website
up there and leave it. But you need to keep
working on it to make it relevant as time goes on.
But to do it properly with a web designer it could be months
of work laying everything out,
designing it, sorting out how
you want it. But then on an
ongoing basis I probably spend at least a couple of
hours a week. That might be uploading
photos to clients’ galleries, it might be putting some
new work on the blog, it might be putting some stuff on
social media, it might be changing
some of the photos in my portfolio. But you need to,
I think, spend at least a
few hours a week keeping your online
presence up to date and making sure it’s doing what you
want it to do. I’ve only just recently created a Facebook
business page and that’s linked with
my website and my blog. And again, I use that
as a tool, as a branding tool so I’m talking about
Fusionand what I’m doing
my projects on; showing my latest
work there. And that way… not only
are my clients seen it but they’re able to tell
their friends about it And I still am exploring
how it all works But… I think it’s an
important tool for anyone who’s
looking to use the online world as
a marketing tool Because what brides tend
to do is they will they will surf, and
they’ll look at literally a hundred
photographers’ websites And mine, for whatever reason,
stands out from the crowd. It just helps them
do that sorting process. They couldn’t physically
go and see, you know a hundred photographers But they can quickly view
a hundred photographers online. And because my
website stands out that helps me get
onto their shortlist. Eventually they’ll come in
and see me personally. You have to learn how
to market the website just as you would
market a physical shopfront or premises. And there’s so many
ways of doing that and then you can
mention your website in all your other
marketing material like your business cards your flyers, and your
magazine ads or whatever But then there’s a
whole lot of things you need to do in
the online world to to make people know
that you’re there. That’s probably one of
the big lessons I learnt and it’s probably
one of the mistakes I made early on, was
I splashed a lot of money out on things
like Google Adwords or bridal directories without really knowing what I was getting
in return. In the future maybe
I won’t have to have any photos stored
literally on my computer. If I can also access
my photos in a cloud, anywhere
I am so I can work while
I’m interstate or overseas that would be amazing. [MUSIC PLAYS]

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