FOT - MARKETING - What Photo Editors Want

8/11/2019 FOT - MARKETING - What Photo Editors Want

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Grover SanschagrinFounder, Vice President

What Photo Editors WantBest Practices in Photographer Websites


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Whos this guy?

?


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Whos this guy?

! Ohio University

! Internships all over the place

!

Newspaper staffer in Michigan! ChicagoTribune.com

! Quokka Sports

! SportsShooter.com

! PhotoShelter


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Aint it the truth...

Photographers build websitesfor other photographers, and

not their actual customers.


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Most photographers dont ask

their clients what they wantfrom a website, yet they think

they have a site that clients like.


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Most photographers dont

really know for sure if theirwebsite is a successful

component of their business.


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What we will be covering...

1) Photo editor/buyer survey results2) Your sites purpose/goal

- The 2 different types of users- Getting assignment work- Selling stock/prints- Getting a better/new job- The 6 most important elements- One website, multiple revenue streams

3) Marketing your website- Driving traffic to your site- Search Engine checklist- Google and Flash- Your title tag

- Marketing case study: Brad Mangin4) Website best practices5) Some advice from your clients6) Evaluation Criteria7) How PhotoShelter can help


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Our Survey


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Our Survey

We received very specific answers regarding photo websites from

550+photo editors and image buyers

We wanted to know what professional

photo buyers liked, and dislikedaboutphotographer websites. This market

researchis essential guidance for those

photographers interested in sellingphotography online, creating an onlineportfolio that makes clients happy,

and landing more assignments.


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Art/Creative Directors

Print & Web DesignersMarketing/PR

Others

49% of respondents were

Art/Creative Directors who

buy photography regularly.

30% work as either print or

web designers with a need for

imagery.

3% came from the marketing

& public relations industries.

18% of respondents, like

Agents, Researchers, and

Project Managers are listed

here as other.

Our Survey


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Your budget forphotography in2009 is...

QUESTION:

Even with the economy asa factor, 60%said their

budgets for photography will

either increase or remain

the same in 2008, and

75%said they would usethe same, or more Rights-

Managed images in 2009.

Photography Budgets for 2009

Our Survey

The same as in 2008

Less than in 2008

More than in 2008


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Do you searchfor images usingsearch engines

(such as Google,Yahoo!)

QUESTION:

Searching for images via the

major search engines is part

of the image buying routine

for 61%of the respondents.Yes No

Internet Search Engines

Our Survey


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Do you searchfor images usingconsumer-basedphoto sharingwebsites, likeFlickr?

QUESTION:

57%of the respondents

said that they dont bother

with consumer-based photosharing sites. Yes No

Consumer-based sharing sites

Our Survey


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Do you searchfor imagesdirectly fromindependentphotographerwebsites?

QUESTION:


said that they search for

images on independentphotographer websites.

Yes No

Independent Photographer Websites

Our Survey


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QUESTION:




Yes No


Our Survey


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QUESTION:




Yes No


Our Survey


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Whichmethod(s) ofimage delivery doyou prefer?

QUESTION:


prefer to receive images via

FTP or web download.

82%want the ability todownload images directly

from a photographers

website.

Web download

FTP

E-mail

DVD/CD-ROM

0 125 250 375 500

Image Delivery Preferences

Our Survey


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Whichmethod(s) ofimage delivery doyou prefer?

QUESTION:


prefer to receive images via

FTP or web download.

82%want the ability todownload images directly


website.

Web download

FTP

E-mail

DVD/CD-ROM

0 125 250 375 500

Image Delivery Preferences

Our Survey


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Does a uniquely-designed websitemake you more

likely to purchaseimages from, orgive assignmentsto thephotographer

who owns it?

QUESTION:

Yes No

Is unique design important?

Our Survey


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who owns it?

QUESTION:

Yes No


Our Survey


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who owns it?

QUESTION:

Yes No


Our Survey


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who owns it?

QUESTION:

Yes No


Our Survey


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who owns it?

QUESTION:

Yes No


Our Survey


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How long areyou willing to waitfor a website toload before giving

up?

QUESTION:

If your site doesnt load

within 15 seconds, you will

lose 71%of your audience.

0

34

68

103

137

171

205

< 5 10 15 30 1 5 5+

Site/Page Load Speed

Our Survey

Seconds


said they would bail out if

your site doesnt load within

5 seconds.

Minutes


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up?

QUESTION:




0

34

68

103

137

171

205

< 5 10 15 30 1 5 5+


Our Survey

Seconds




5 seconds.

Minutes


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up?

QUESTION:




0

34

68

103

137

171

205

< 5 10 15 30 1 5 5+


Our Survey

Seconds




5 seconds.

Minutes


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When you find asuitable stock image


website, do you want

the ability to generate

an immediate price, orwould you like to

contact the

photographer directly

to negotiate pricing?

QUESTION:

Instant Pricing

Call to Negotiate

Dont Care

Both

Immediate Pricing

Our Survey


want the ability to get an

instant price.


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When you find asuitable stock image


website, do you want

the ability to generate

an immediate price, orwould you like to

contact the

photographer directly

to negotiate pricing?

QUESTION:

Instant Pricing

Call to Negotiate

Dont Care

Both

Immediate Pricing

Our Survey


want the ability to get an

instant price.


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When it comesto viewing theimages on aphotographers

website, which ofthe following sizesdo you prefer?

QUESTION:

67%of respondents dont

like it when images aresmaller than 700 pixels

wide.0

38

76

114

151

189

227

265

Any 500 700 900 900+

Image Sizes

Our Survey

pixels wide


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When it comesto viewing theimages on aphotographers

website, which ofthe following sizesdo you prefer?

QUESTION:

67%of respondents dont

like it when images aresmaller than 700 pixels

wide.0

38

76

114

151

189

227

265

Any 500 700 900 900+

Image Sizes

Our Survey

pixels wide


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Please rate eachof thesewatermarkedimage examples

according to theirusability.

QUESTION:

UNUSABLE

Images are impossible tocomp with, so the image will

not be considered at all.

Our Survey

94%

84%

say this will notbe considered


O S


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QUESTION:

UNUSABLE

Images are impossible tocomp with, so the image will

not be considered at all.

Our Survey

94%

84%



O S


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QUESTION:

AGGRAVATING

Images are very difficult tocomp with, so the image will

not be considered.

Our Survey

68%

68%

63%




O S


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QUESTION:

AGGRAVATING

Images are very difficult tocomp with, so the image will

not be considered.

Our Survey

68%

68%

63%




O S


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QUESTION:

ACCEPTABLE

Not ideal, but the image is

able to comp.

Our Survey

25%

33%

12%




O S


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QUESTION:

IDEAL

No watermark at all. Cancomp well with this image.

Will definitely consider.

Our Survey

92.8%of respondents preferred

un-watermarked images.

O S


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QUESTION:

IDEAL

No watermark at all. Cancomp well with this image.

Will definitely consider.

Our Survey

92.8%of respondents preferred

un-watermarked images.

O S


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Please rate thefollowing websitetemplates/designs. Which

kind of siteorganization doyou prefer?

QUESTION:

Our Survey

6% 17% 47%Love it Like it Neutral

31%Hate itSplit Screen

Two large images side by

side with next/back arrows

23% approvalrating

O S


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QUESTION:

Our Survey

11% 27% 39%Love it

Like itNeutral

23%Hate itFull Screen

Single image with next/back

arrows.

38% approvalrating

O S


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QUESTION:

Our Survey


14%Hate it

Split Screen

Large image at top with

animated film strip of

thumbs at bottom 56% approvalrating

O S


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QUESTION:

Our Survey


14%Hate it

Split Screen




Our Survey


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QUESTION:

Our Survey


14%Hate it

Split Screen




Our Survey


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QUESTION:

Our Survey


14%Hate it

Split Screen




Our Survey


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QUESTION:

Our Survey


4%Hate it

Split ScreenOne large image with

thumbnails to side

72% approvalrating

Our Survey


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QUESTION:

Our Survey

25% 48% 23%Love it

Like itNeutral

4%Hate itSplit Screen

One large image with

thumbnails at bottom

73% approvalrating

Our Survey


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QUESTION:

Our Survey


11%Hate itAll thumbnails

Large thumbnails that click

to the image at a larger size

65% approvalrating

Our Survey


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QUESTION:

Our Survey





65% approvalrating

Our Survey


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QUESTION:

Our Survey





65% approvalrating

Our Survey


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QUESTION:

Our Survey





65% approvalrating

Our Survey


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QUESTION:

Our Survey





65% approvalrating

Our Survey


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Is there a coloror shade forwebsitebackgrounds that

you prefer?(Where you feelimages are eithereasier to view, orlook best?)

QUESTION:

Our Survey

WHITE

BACKGROUND


3%Hate it

76% approvalrating

Our Survey


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QUESTION:

Our Survey

BLACK

BACKGROUND


5%Hate it

75% approvalrating

Our Survey


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QUESTION:

Our Survey

DARK GRAY

BACKGROUND


9%Hate it

59% approvalrating


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Our Survey


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QUESTION:

Our Survey

COLORED

BACKGROUND


69%Hate it

4% approvalrating

Our Survey


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QUESTION:

Our Survey

TEXTURED/

PATTERNED

BACKGROUND


94%Hate it

2% approvalrating

Our Survey


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QUESTION:

Our Survey

TEXTURED/

PATTERNED

BACKGROUND


94%Hate it

2% approvalrating

Our Survey


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How manygalleries of imagesdo yourealistically look

through on aphotographerswebsite?

QUESTION:

0

42

84

126

168

210

0-3 4-6 7-10 10+

Galleries Viewed

Our Survey

number of galleries viewed

40%said they look through

4-6 galleries per visit.21%said they will look

through 10+ galleries.

Our Survey


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QUESTION:

0

42

84

126

168

210

0-3 4-6 7-10 10+

Galleries Viewed

Our Survey






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Our Survey


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QUESTION:

0

42

84

126

168

210

0-3 4-6 7-10 10+

Galleries Viewed

Our Survey





Our Survey


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Do you oftenwatch auto-runningslideshows withina photographerswebsite?

QUESTION:

Yes No

Willing to watch slideshows?

Our Survey

77%said they usually dont

watch self-running

slideshows within aphotographers website.

Our Survey


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Do you oftenwatch auto-runningslideshows withina photographerswebsite?

QUESTION:

Yes No


Our Survey


watch self-running


Our Survey


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Do you oftenwatch auto-runningslideshows within

a photographerswebsite?

QUESTION:

Yes No


Our Survey


watch self-running


Our Survey


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How do you feelabout thefollowingcommon featureswithinphotographerswebsites?

QUESTION: REQUIRED FEATURES

Our Survey

! Email address always

available

! Phone number always

visible

! Fast image loading

! Search images by keywords

Our Survey


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QUESTION: VERY IMPORTANT

Our Survey

! Ability to email a photo

! Ability to send or copy a link to aphoto or gallery

! Ability to click to view all images

as thumbnails! Ability to create/send lightboxes

! Ability to view images a fullscreen

! Ability to purchase imagesdirectly from the website

! Menus persistent on all pages

Our Survey


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QUESTION: SOMEWHAT IMPORTANT

y

! A newly added section

! Captions below photos or

visible upon rollover

Our Survey


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QUESTION: NEUTRAL

y

! Photographers personal photoon bio page

! iPhone-friendly site

! Ability to sign up for updates/

new work! Contact forms instead of listing

email address

! Use of Flash

Our Survey


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QUESTION: NEUTRAL

y

! Photographers personal photoon bio page


! Ability to sign up for updates/

new work! Contact forms instead of listing

email address

! Use of Flash

Our Survey


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QUESTION: NOT IMPORTANT

y

! Slideshows for every gallery


! Photographers blog

! Videos

Our Survey


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QUESTION: HATED FEATURES

y

! Not having a phone numberlisted at all

! Music

! Introductory slideshows as anintro to the website

! Slideshows as default orslideshow-only galleries

! Full-screen intro that playsbefore you get to main menu

! Auto browser window resizing

! Ads (ie: Google text ads)

Our Survey


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QUESTION: HATED FEATURES

y

! Not having a phone numberlisted at all

! Music

! Introductory slideshows as anintro to the website

! Slideshows as default orslideshow-only galleries

! Full-screen intro that playsbefore you get to main menu

! Auto browser window resizing

! Ads (ie: Google text ads)


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Your sites

purpose/goal

Whats your sites purpose/goal?


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y p p g

There are twodifferent types of users:

People in Portfolio Modeare willing to sit through a slideshow-style

presentation, and are more tolerant of Flash.

People looking to buy imagesdont wish to be entertained by

slideshows, animations, and sound effects.

1.

2.



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y p p g

Looking for Assignment Work ?

"Make it clear what you are good at

"Make it clear where you work (where is local, and where

is travel.)

"Make it obvious how to contact you

" List clients youve worked with before

" Create a case study area where you show pictures and

describe how the assignment went.

" Get yourself listed in as many directories and link lists as

possible.

" Experimental showcase (be like Howard!)



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Looking to Sell Stock / Prints ?

"Caption/keyword ALL of your images!

"Make your images searchable - via CONCEPT, too!

"Make sure your site, and your search, is fast

"Make sure there is an easy way to identify images (ie:image numbers, image names.)

" 24/7 contact info: dont hide your cell phone, email

"Make transactions fast, smooth (built-in e-commerce with

instant pricing and instant download.)

" Consider specializing in a specific category of stock (ie:

minorities, or active seniors.)

" Diversify - get your images in many places.

" Imagine what it would be like to BE one of your clients.



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Looking to get a New/Better Job ?

" Regular updates

" Only the best of the best. Quality, not quantity.

Consider having someone else edit your portfolio.

" Show your unique vision" Be positive!

"Maintain a blog, be passionate about photography

and let that show



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The Six Most Important

Elements to a Great Website

1. IntuitiveNavigation

2. Image quality, size, and speed

3. Easy to update, and update often

4. A clear and present brand

5. A clear way to contactyou

6. Integratesearch, stock, e-commerce,print sales, etc.



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Making MoneyHow many of these revenue sources

can your website handle?

1. Rights-Managed Licenses

2. Royalty-Free Licenses

3. Print Sales

4. Personal Use Licenses

5. Hard goods

6. Subscriptions

7.Assignment work


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Marketing

your website

Marketing Your Website


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A few ideas on how to get people to your site:

" Direct mail (promo cards) with your URL on them

" Links trades with others

" Business cards containing your URL

" Email signatures

" Word of mouth

" Buy text ads

" Pro Community Sites (like SportsShooter.com)

" Prosumer Communities (Flickr, Photo.net)

" Social Networking Sites (Facebook, Myspace)

" Blogging and RSS feeds

" Message boards

" Viral marketing tactics

" Search Engines...



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Search Engine and SEO checklist

Captionand keywordyour images.Keep track of your stats(Google Analytics)

Know your Googlepage ranknumber.

The number of people who link to YOUis of huge importance.

One way to create links to your site is to maintain a blog.

Use the browsers title tagwisely.

Make sure you are able to be found -get listedin

photographer directories.

Image namesare important.

Whenever possible, links to your pages should containkeywords, not just click here.

Always remember, text is your friend.



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How YOU see this Flash site...



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How Google sees that same Flash site...

Marketing Your WebsiteO i i


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Marketing Your WebsiteH YOU thi Fl h it


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Lets all completely GEEK OUTwith Google Analytics...



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The wonderful world of Google Analytics



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Your title tag is important!



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Marketing Your Website /Brad Mangin


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Website

Best Practices

Website Best Practices

Do these things


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Do these things...

Make sure images load fast (aka: instantly, with no

waiting)

Make it possible to search through the images on

your site through keywords.

Make it possible to download usable comp images.

If you embed a watermark, make sure it is subtle.

Make sure your email address always visible!

Include a page where your users can view an entire

gallery as thumbnails.

Include the ability to purchase images right on the

site, instantly.


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Do these things


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Do these things...

Create a 'newly added' section

Give your users the ability to sign up for email

update notifications that alert them that new work

has been added.

Keep track of your stats, study your users

behavior.

Get people to link to your site.

List yourself in every directory and list you can

find.

Remain positive. Dont be a hater. :-)


NOT these things


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NOT these things...No phone number listed at all.

Put music on your site.

Place ads on your site (ie: Google text ads.)

Use a slideshow as the default view, or use

slideshow-only galleries.

Force users to sit through a full-screen 'intro' that

plays before you get to your site's main menu.

Use contact forms instead of listing an email

address directly, so it is clearly visible on your site.

Automatically resize your clients browser window.


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Advice from

your clients

Free Advice What your clients want to tell you, but dont.


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If you want to get my attention,make it clear up front that you

will be easy to work with and thatyour prices will be affordable --

no haggling. I'm not looking forMicrostock prices, but it IS extrawork for me to get photos fromyou instead of an agency, so I

don't want it to cost more, too.



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Less is more. Show only the

best stuff. MUST bememorable and easy to file youin my brain. Oh, that's the guywho does ____________. Specific

vision is key. But it's OK tohave differing categories of

images, but each with a

specific strong vision. Makesense?



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A simple, well-designed

site gets me every time.


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Evaluation

Criteria

Website Evaluation Criteria

Does your website load fast (within 10 seconds)?


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Does your website load fast (within 10 seconds)?

Does it you make it clear what you do and where you are?

Are your images, and thumbnails large enough?

Does it contain contact information on every page?

Is your content clearly organized? Navigation clear?

Are your galleries edited tightly?

Can you search for images?

Does it contain obtrusive watermarks?

Is it SEO-friendly? (Page titles, captions, keywords)

Can clients download images directly?

Does design get in the way of functionality? Backgrounds clean andsimple?

Are your prices clear?

If you are using Flash, can Google still index it?


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How PhotoShelter Can Help

Some key ways we can make it easier...


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Some key ways we can make it easier...

Instant portfolio websitesSales tools

Website features that buyers demand

Image delivery options that fit yourworkflow

Viral marketing tools

Search engine optimization & guidance

Images are secure in our redundant

datacenters


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Grover SanschagrinFounder, Vice President

grover@photoshelter com

Download the survey results:

photoshelter.com/survey
mailto:[email protected]://www.photoshelter.com/surveyhttp://www.photoshelter.com/surveymailto:[email protected]://www.photoshelter.com/survey

Documents

FOT - MARKETING - What Photo Editors Want