When to Use A Professional Photographer Instead of Your Smartphone

Capturing the attention of your audience is essential for any marketing campaign. Photos and images have become essential to achieving that goal. While technology has made it possible to take high-quality photos with a smartphone, there are times when hiring a professional photographer is important.  Over the past few years, Green Apple has worked with our clients to hire professional photographers for employee headshots, Google My Business pages, marketing collateral, Google 360° tours, and drone footage. While hiring a professional photographer can sometimes be expensive, the quality of the images often provides a greater ROI in the long run.  Here are just a few important statistics that highlight the importance of your photography:
  • 67% of consumers say the quality of a product image is “very important” in selecting and purchasing the product. (Source)
  • 75% of online shoppers rely on product photos when deciding on a potential purchase. (Source)
  • Good visual content is 40% more likely to get shared on your social accounts (Source)

4 Reasons to Invest in Professional Photography for Your Marketing

If you’re trying to decide whether or not to hire a professional photographer for your image needs, here are four factors to consider: 
1. Professional photography helps elevate your brand. 
Poor quality images, outdated images, or obvious stock photography can hurt your business. Having your own proprietary images to communicate your unique values, services, and products are invaluable. Good photography helps people to truly get a sense of what your company offers. 
2. Professional photography helps tell your story. 
Having high-quality, personalized content to market your business is so important to standing out online. A good photographer knows what customers want and can provide ideas and insights to elevate your images. 
3. Professional photography can equip your business with marketing assets. 
Great images are a long-lasting asset that can be reused over time and repurposed for many different applications. Whether you need a new piece of marketing collateral or want to build a library of images for social media, taking the time to hire a professional photographer can be an invaluable asset. It allows you to create high-resolution images that can be used on marketing assets for many different platforms and purposes. 
4. Professional photography can help you increase conversions. 
If you want to attract attention and customers to your brand, you need to have an impactful first impression on your audience by having great personal branding photography. Professional high-quality photos allow your customers to have a better understanding of you, your products, or your services. If a high-quality photo builds brand confidence, leads are more likely to purchase from your brand. 

When to use a Professional Photographer instead of your Smartphone 

Here are a few specific times we recommend clients hire a professional photographer: 
1. Team headshots
It looks professional when your team page uses similar images. A professional photographer ensures all of your headshots are consistent — from the lighting used, the background chosen, and the size and resolution of each shot. Taking the time to hire a professional photographer for your headshots instills the value of quality.
2. Images for your new website
The images on your website make a significant impression on your audience. It’s more difficult to create a good first impression with low-quality images or stock photos. If you’re investing in developing a new website, it’s valuable to set aside room in your budget to invest in new images that support a website redesign.  
3. Marketing collateral
Brochures, catalogs, or annual reports all need high-resolution images to build legitimacy and trust. Memorable images can help you tell a more compelling story and paint the picture you’re trying to create. 
4. Corporate events
You put a lot of time, energy, and money into your corporate events or parties. Why not invest a little more to ensure it is captured through compelling photography? Photographing your parties and outings is integral to showcasing your brand as a relevant and engaged community partner. In marketing, photos add a component to communication that written and verbal methods do not. The old adage that a picture is worth a thousand words continues to hold true, even in the digital age.

How to Write a Case Study that Brings in Business

woman smiling giving a presentation

On your list of marketing goals, building trust with your audience should be somewhere near the top. As most customers will not consider working with you without thoroughly vetting others’ experience with your company, customer reviews are your first step. But, what if you want to take it a step further? That’s where case studies come in.

Case studies are some of the most beneficial assets that your company can have in its marketing toolbox. Not only are you featuring a positive experience with your company, but you’re explaining to your audience exactly how that customer benefitted—with statistics, quotes, and visual elements. To help you build your next case study, we’ve put together a few things that you should consider along the way, including how to get started and how to use it to attract new leads. Here’s how to write a case study that you’re proud of.

First, What is a Case Study?

A case study is an in-depth response project that allows you to highlight your business, products, or services and your real-life customers to share their experiences.

The opinions and stories of customers have incredible power over your prospects. Based on what people see or hear about a brand determines what judgment they have or what action they will, or won’t, take. Over time, by incorporating positive and genuine feedback into your various marketing strategies, you will gain more customers and drive more revenue.

Where Can I Use a Case Study?

You can use (and reuse) your case study in numerous forms that will attract your ideal client. The beauty of case studies is that it’s not what you are sharing about your service or product, it’s about what others are sharing, automatically creating an element of storytelling. 

Prove to potential customers that you have what they need by accentuating positive evidence through your:

  • Website: Often, your website is the primary location where potential consumers research information. By supplying helpful and authentic testimonials, you can help attract your ideal audience.   
  • Marketing Collateral: When creating your collateral pieces, use statistics or quotes found from the study to build your credibility. 
  • Social Media: You can design engaging graphics by utilizing takeaways or numbers found in your study.
  • Videos: Videos on all social platforms are becoming more and more popular each day. Repurpose your study results into movement creations with animated infographics, typography videos, or testimonials. 

Where Do I Start?

You first want to determine the purpose of your case study. In most cases, the purpose is to demonstrate how a common issue of your target audience is solved. An efficient way to determine what these issues are? Ensure your entire team is actively collaborating to compare existing or potential problems. 

After establishing the purpose, other key elements you want to implement are to:

  • Find the right candidate: The person or company you choose to focus the study on makes or breaks your case study. Choose someone who is willing to (enthusiastically) provide you with all the necessary information.
  • Emphasize your product or service: Be sure to let your audience know exactly which services or products you utilized in the case study. This way, they will become more familiar with your brand, and which features they are initially interested in pursuing. 
  • Be creative with your visuals: Did you help with a business’ website? Did a client have a transformative impact? Include content, photos, or screenshots of the candidate results to make the case study easier to follow and more attractive to view. 
  • Display numerical results: Numbers don’t lie, so it’s important to incorporate the “hard” facts into your final study. Present your impressive stats with pride, there’s a reason people like you and others should know that, too.  

Build a Reputation Management Strategy with Green Apple Strategy

Interested in taking your case study to the next level? Green Apple helps businesses like you improve their marketing strategies. Contact us today to schedule a consultation. We’re happy to learn more about you and help you accomplish your desired marketing goals. 

How Your Sales and Marketing Teams Can Support Each Other

How are you setting your sales team up for success?  In an ideal world, your sales and marketing team would be perfectly aligned, working together to increase revenue. Your sales team would have a set of marketing assets that they could use to support their process. And, your marketing team would fully understand the sales strategy.  The good news is that this scenario is entirely possible. Here are a few ways you can implement a marketing support system to increase sales. 

Have a Cross-Training Session

When sales and marketing understand each other, your team is running more smoothly and working toward the same vision. They can use this information to align their goals, see where they can help each other, and build a sense of teamwork that will open up future collaboration.  Encourage these teams to work together to build revenue-generating opportunities. You can accomplish this by holding regular cross-training sessions, during which marketing is trained on the sales process and vice versa. You may also try implementing team-building exercises between the two teams as well, strengthening their communication. 

Ask The Sales Team What They Need

“If I could provide you with one thing to make your job easier, what would it be?” This question can spark conversations within your sales team about what they feel they’re missing and how you could help them fill a gap in their process. You might be surprised what they ask for. As a bonus, it will open an opportunity to brainstorm creative ways that you could solve their issues.

Build Marketing Pieces with The Sales Team in Mind

In your marketing strategy meetings, bring in a sales team member to discuss their goals for that year. As you’re building your newest plan, consider sales at every step of the process. Are there any pieces that you could build that might improve the sales strategy?  A few examples of marketing collateral pieces that could support your sales team are: 
  • Whitepapers
  • Infographics
  • Videos
  • Case studies
  • Customer interviews
  • Testimonials
  • Brochures 
  • Business cards
  • Branded customer gifts 

Attend a Sales Team Meeting

The more you know about what’s going on on the inside of your company’s sales team, the better you can support their efforts. Try attending sales meetings, and likewise, offer for a member of the sales team to attend your marketing meetings as well. You’ll be surprised what you can learn from each other.  Not only should these teams observe each others’ meetings, but they should also provide insight as they see fit. The more opportunities you take to be collaborative, the more aligned your sales and marketing teams will be. 

Adopt An Open Door Policy

By opening communication in the previous methods we discussed, you let the teams know that they can communicate with each other to improve their processes. However, it is essential to make it clear to these teams that an open-door policy is encouraged. Though you may feel like the teams feel comfortable coming to each other, some may still be reluctant. Make it abundantly clear that collaboration is the key to success. Are you looking to align and boost your sales and marketing efforts? Contact Green Apple Strategy today to schedule a consultation.