Client
Willie Howard is a talented branding photographer with a passion for capturing compelling images that tell a story. He offers a range of photography services, including headshots, branding sessions, senior portraits, weddings, and family photos. Known for his keen eye and creative approach, Willie has built a diverse portfolio that showcases his versatility and skill.
Challenges
Despite his success, Willie was facing burnout from trying to service all types of clients. This broad focus was causing his attention and client experience to suffer. Realizing that something needed to change, Willie wanted to shift his focus towards headshots and corporate events, which he noticed were significantly outperforming his other services in terms of profitability and workload efficiency. However, his current marketing and visibility strategies showcased a broad range of services, which could confuse potential corporate clients looking for a specialized photographer.
Strategic Mapping™ Insights
Product Development & Innovation:
- Focus Shift: After analyzing the financial performance of his various services, we found that headshots had the potential to significantly outperform other offerings. We discussed the idea of going all-in on headshots, applying the Pareto principle: 80% of his income could come from focusing on the top 20% of his client types (corporate headshots and events).
- Service Offerings: We planned a phased approach to gradually reduce the promotion of other services while highlighting headshots and corporate event photography. This allowed Willie to streamline his offerings and focus on the most profitable areas.
Visibility & Marketing:
- Website Revamp: We mapped out a plan to revamp the website to prominently feature headshots and corporate event photography. This included redesigning the portfolio, creating targeted landing pages, and optimizing the website for corporate-focused keywords.
- Social Media Strategy: We developed a strategy to shift Willie’s social media presence to appeal to corporate clients. This involved curating content that showcases headshots and corporate events exclusively, crafting posts that speak directly to corporate executives and assistants, and developing a consistent posting schedule to maintain engagement and visibility.
Professional Development:
- Mentorship and Learning: We talked through examples of photographers who excel in high-volume headshots and recommended that Willie seek out coaching and mentorship from these professionals. Success leaves clues, and learning from those who have already succeeded in this niche could provide valuable insights and shortcuts to success.
Results
The strategic shift in Willie’s business has been highly successful. Headshots now make up 70% of his business income, reflecting a significant transition towards a more streamlined and profitable service offering. The clear and focused visibility strategy has attracted a steady stream of corporate clients, positioning Willie as a specialized and sought-after photographer in the corporate world. The website revamp and targeted social media strategy have enhanced his online presence, making it easier for corporate clients to find and choose his services. By focusing on professional development, Willie has also gained valuable insights and strategies to continue growing his business in this lucrative niche.
Ready to Transform Your Business?
If you’re inspired by Willie’s success and want to achieve similar results, let’s get started. Our Strategic Mapping™ Intensive can help you gain the clarity, direction, and actionable plan needed to take your business to the next level. Schedule your discovery call and begin your journey towards a more focused and profitable business.
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