The standard Santa Clarita headshot might be enough for you, if your only market is confined to our community. Looking to keep up with the wider digital world, instead? Read on.
Remember when a hilarious commercial about an old man break dancing was enough to remind you how much fun you had at Six Flags? How about that time a “regular guy” gave his weight loss testimonial on TV, and you suddenly started hitting up Subway again. Maybe you think fondly on the days when leads poured in after you plastered a single headshot across the bus benches and billboards of Santa Clarita.
Ah, the good ol’ days. Right?
Well, maybe the advertising rulebook was a bit clearer then, but it was also extremely limiting. You had a handful of media options — newspapers, magazines, TV, street marketing — and you needed a good idea. The Mad Men approach reigned, but to make it work, you needed a Don Draper.
Then Facebook happened.
And Mark Zuckerberg single-handedly threw the marketing rulebook out the window and into the hands of Millennials, tech nerds and a general public that’s immensely swayed by what’s happening on their phones.
Thanks to one very intuitive Harvard student with a vengeance, consumers today now want to bond with their brands — not just buy from them. Yes, you heard me right. Millennials want to be friends with the companies they trust. And I don’t just mean they want to Friend you on Facebook, though that’s your first win.
Today’s consumer wants to align with companies that have brands, faces and personalities. They want to know why you do what you do, and they want your passion to scream through your message. They want to feel what you felt when you first started your business — and they want all that from a screen.
Yes, it’s a challenge for most people to figure out how to make their brand human enough to connect with the consumer in this digital world. But the good news is — you already have everything you need in order to do it. People just want to know you, and all you have to do is show them.
Of course opening yourself up to a world full of people is more emotionally difficult than coming up with a hilarious commercial. But it’s also cheaper and more accessible than hiring Don Draper.
I know, you still might balk at the idea — or maybe shudder. But one thing’s for sure: Consumers want more from their brands. And we’re giving you the first step.
Put A Face To The Name
First thing’s first. Let them see you. Think about it — your task is to transform a screen into a trustworthy personality that has a presence in people’s lives. In other words, you have to make your brand as human as possible.
How? Put a face on it. People love faces. In a really good Santa Clarita headshot, there’s so much expression of who you are. There’s connection, mood, feeling, intent. Plus, it’s a visual. Facebook posts with images see 2.3X more engagement than those without images, and articles with an image once every 75-100 words received double the social media shares as articles with fewer images, according to digital marketing leader hubspot.com.
Bottom line: It’s high time you put that beautiful face at the front of your business.
Show The Many Sides Of You
With the changing landscape of marketing, a single Santa Clarita headshot doesn’t quite cut it anymore, in terms of expressing personality and humanity. Yes, a good headshot is a good start. But you’re not just one expression; you’re not a single mood.
To express who you are, it’s best to show your many sides with a full marketing set of 10 shots or more. Switch things up for each shot. Play with different expressions. Try out different poses. See what you can evoke by just being yourself. It’s easier than you think to capture than you think, and it can be subtle.
Here are some ideas to create variety:
- Change your backdrop or location to create different vibes
- Ex. clean, professional white background
- Ex. “on the town” cityscape portrait
- Aim for at least two outfits
- Ex. how you dress in your business life
- Ex. how you dress when you’re out to dinner
- Choose poses that demonstrate the different sides to your personality
- Ex. a confident, forward-facing standing pose
- Ex. a contemplative, “hard at work” sitting pose
- Lastly, expression is key
- Ex. a wide, inviting smile to show you’re approachable
- Ex. a slight side smile to show you’re “in the know”
Match Your Look To Your Platform
Just like brands take on personalities, so do digital platforms. Think about the differences among Facebook, Instagram, Twitter and Snapchat. Facebook encompasses the greatest audience, while Instagram is ideal for creative and visual businesses. Twitter is prime for media and breaking news, while Snapchat has enamoured the younger 18-24 demographic. Then throw in blogs, email and video, and you have a lot to work with.
All of these platforms will need visuals, and they each call for something slightly different. Consider the primary audience on each platform, as well as how most users interact with it. Here are some ideas to maximize your visual marketing with appropriate placement:
- Facebook: Your most professional headshots, along with the occasional casual or cityscape look
- Instagram: Silly or trendy looks with fun expressions and artsy angles
- Twitter: Knowledgeable and serious expressions with a professional vibe
- Snapchat: Your silliest expressions and most fun wardrobe choices
- Blogs: Everything is fair game on your blog, as long as it matches the tone of the post
- Newsletters: Think of newsletters as the matching twin sister to your blog, and keep it consistent with your blog to encourage people to visit your site
- Marketing Materials: Keep the look and wardrobe consistent, and add variety with poses
- Bring a prop that represents your business.
- Wear your company colors.
- Build a firm foundation of branded headshots, then add in a few that subtly suggest your personality.
- Give the people what they want: your authentic self!
About Santa Clarita Headshot Photographer Lindsay Schlick
With the mind of a businesswoman and the heart of an adventurer, Lindsay began to conceive of a different kind of Santa Clarita headshot and photography business. In her vision, stepping in front of the camera could be an empowering experience that gave her clients more than just a photograph — it would give people a new way of seeing themselves. With an eye for seeing the beauty in life and in others, Lindsay could use the camera to spread beauty.
About SchlickArt, Your Santa Clarita Headshot Photographer
SchlickArt, a boutique photo and video studio in Santa Clarita, started in March 2012 with the simple idea that empowerment creates a kind of beauty and authenticity that shines through every camera lens. Built on a philosophy — rather than a product, service or person — SchlickArt has rapidly evolved, meeting professional portraiture, business photo and business video needs as diverse as the community we capture. It’s the desire to take care of you, the client, that drives us at SchlickArt. Lindsay is SchlickArt’s Santa Clarita headshot photographer, and Brian shoots Santa Clarita business videos.