Deliver an Agency-Quality Client Experience as a Freelance Photographer
written by PAUL WEAVER
I want to share with you how I've been able to implement agency-quality upgrades to my freelance photography business. By implementing these changes, I've been able to quickly increase my rates, gain additonal trust, and earn long-term contracts with my clients.
Okay, let's get started...
Respond Fast and Communicate Often
Your response rate is one of the most crucial aspects of your customer experience. Don’t leave your clients wondering when you’re gonna get back or what you’re gonna say.
Don’t have time? Is it late? Here’s a simple canned response…
“This looks great. Will look over this in more detail and then get back to you with my thoughts.”
It takes less than a minute and makes your clients feel like you REALLY care about them.
Is it it taking you longer than expected to make edits…
“Hey. I want to keep you in the loop. The photos are turning out great but I’m still editing them (I want to get it just right for you). I expect to be done with them this week.”
Did something come up?
“Hey I had something unexpected come up. Wanted to keep you in the loop because you’re a priority to me. Thank you for your patience”.
Don’t ruin your client experience because of timing. Communicate consistently and quickly.
Communicate All the Services You're Providing
Ensure your clients are aware of the comprehensive range of services you offer. From talent and location scouting to booking locations and editing, communicate each step of the process.
Many clients may not fully understand the behind-the-scenes work involved in producing content and campaigns. By keeping them informed, you demonstrate the value you bring to their project and highlight the effort you invest to complete their project.
If you collaborate with other creatives, don't hesitate to inform your clients about it. Demonstrating your ability to coordinate and manage a team reinforces your expertise and adds value to their experience.
Let Clients in on the Process and Provide Options
Involving clients in the decision-making process fosters a sense of collaboration. When appropriate, offer them choices and seek their input. For example, present location options with explanations of why they are suitable or show them talent options and allow them to make the final decision.
Additionally, go above and beyond in your content delivery experience. If you promised 20 edited images, surprise your clients by showing them more options and letting them select their favorites. This not only increases your client experience but also opens up opportunities for upselling additional photos to them.
Keep the Relationship Going
Building long-term relationships with clients is essential for sustaining a successful freelance photography business. One effective way to achieve this is by offering retainers. After completing a shoot, schedule a "Next Steps" Zoom call to discuss their ongoing content needs and how your services can fill a gap in their marketing. Retainers provide clients with the assurance of consistent content, while also offering you a stable income stream.
By positioning yourself as a long-term partner, you become a trusted resource for their ongoing photo and/or video needs.
Provide Customized Solutions
To truly deliver an agency-quality experience, tailor your services to each client's unique needs. Take the time to understand their brand, marketing objectives, and target audience. Customize your approach to align with their specific goals, whether it's capturing seasonal product releases, creating daily social media content, or even showcasing products in recipes for a food brand.
By offering customized solutions, you demonstrate your ability to add significant value to their marketing efforts. Charge a premium for these specialized services, highlighting the expertise and personalized attention they will receive.
Let’s Take Action
As a freelance photographer, delivering an agency-quality client experience sets you apart in the industry.
By promptly responding to clients, communicating effectively, involving them in the process, fostering ongoing relationships, and providing tailored solutions, you can exceed their expectations and build a strong reputation.
Prioritizing the client experience not only leads to client satisfaction but also opens doors to repeat business, referrals, and the continued growth of your freelance photography business.
