Photo opps are everywhere… just take them

Photography is easier than ever for small businesses today

Digital photography has transformed the way that businesses market their products and services.  What was once a costly process involving rolls of film and expensive cameras is now a relatively low-cost endeavor.  There’s no longer a cost for images and decent quality cameras are built right into the devices that we use everyday.

Here at Terrapin, we have digital cameras, smartphones and tablets that we use on a regular basis to document the people, places and things that define the business.  The quality on each device is very good with sizes large enough to be useful on blogs, social media, websites and more.  

What qualifies as a photo opp?

With access to so many portable, mobile devices, there’s no reason why you shouldn't be documenting the things that happens at your business.  But what should you be looking out for?  What qualifies as a “photo-opp” at your business?  Here are some examples from a few of our clients....

1.  Photograph products to demonstrate their use

If your business sells a physical item, you should invest the money to have professional photos taken of your products*.  But with that being said, there’s nothing that says you can’t take candid photos of the product in use so that your audience can get a better understanding of how it works.  These additional photos (or videos) can paint a fuller picture of the item and help guide visitors toward a buying decision.  

Sneak peek from our latest collection! Hand & body chains are coming soon, we can't wait to wear this baby out... pic.twitter.com/JL0GVPpaPW
— Whiting & Davis (@WhitingandDavis) August 4, 2014

2.  Photograph the people associated with your business

As I had mentioned in a prior post about Facebook, consumers want to connect with businesses on a personal level. So given them what they want and post photos of the people who make the business run.  These can include employees, customers, vendors, etc.  The idea is that you want to present a public face for your company - one that your audience can identify with on a more personal level.  

Post by Dave's Marketplace.

3.  Photograph events that you’re attending

If you’re business is active in the community, endless photo opportunities await.  Sponsoring a local baseball team?  Take photos of your logo on the uniforms.  Exhibiting at a trade show?  Take photos of the booth and sales team in action.  Team building exercise at an off-site location?  Take photos that show teamwork in action.  Summer party for the entire office?  Take photos of attendees enjoying the day.

Food, family & passion... Stefano & daughter, Lucrezia, accept @RIMonthly’s #BestOfRI 2014 Best #Local Charcuterie pic.twitter.com/SZo4qlJrUK
— Daniele, Inc. (@DanieleInc) August 12, 2014

Today’s cell phones, tablets and cameras make it easier than ever to create great visual content for your business, so take your opportunities when they arise.  Once the moment has passed, you’ll never be able to get it back, so take photos and figure out how to use them later.  



*Professional photographers are an extremely important part of marketing.  When you need solid, high resolution images that involve a high degree of lighting proficiency, a pro photographer is the only answer.  We offer photography as a service here at Terrapin and know the value that it can provide when marketing a product or service.  

Understanding Your Website's Bounce Rate

Google Analytics and Bounce Rate

Here at Terrapin, we’re big fans of Google Analytics.  For the unfamiliar, Google Analytics is a tool that allows you to monitor your site’s perfomance by providing detailed statistics about traffic, conversions, devices and more.  

At a glance, Analytics can give you a good picture of what’s happening with your site by answering questions like:  

• How many people visited your site over the last month?
• What keywords are people using to find your site?  
• Which pages on your site are the most popular?  
• Where in the world are visitors coming from?  

But digging a little deeper into the numbers can lead to more questions.  For instance, we get a lot of calls that go something like this:  “Why is the bounce rate on my site so high?  What does it mean and how can we fix it?”  

Not all bounces are bad

Bounce rate is defined as “the number of visitors on your website who navigate away from your site after viewing only one page”.  A high bounce rate may indicate one of three things…

1.  Visitors to your site aren't interested in your product or service

This is a common occurrence.  There are a lot of people out there surfing for lots of different things, so to think that you’d be able to satisfy everyone’s need for a product or service is somewhat foolish.  Visitors will bounce regardless of what you do.

2.  Visitors find the info that they need immediately

Some visitors may only need to view one page on your site to find exactly what it is that they’re looking for.  They may be looking for a phone number or an address, hours of operation or an employee’s name.  Maybe your site is only one page, which makes the bounce rate of your site extremely high, but that’s by design.

3.  Visitors can’t find the info that they’re looking for

If visitors can’t find a piece of information or are confused by the site’s navigation or design, they’ll bounce.  It today’s world of endless results for any search, visitors can easily move on to the next result and hopefully find what they need.  

What is a healthy bounce rate?

Engineers at Google have stated that a bounce rate of 40-60% would be normal for an average website.  It will most likely be a bit higher for a B2B company, a little lower for a B2C company that offers e-commerce.  

40-60% bounce rate sounds shocking, but if you think about the 3 criteria above, some of those bounces were able to find the information that they need and some visitors were just not interested at all.  

The real problems come if visitors who are interested in your product or service can’t find the information that they’re looking for.  If you feel as though this is the case and a primary cause for your high bounce rate, it’s important to review the site thoroughly and see if there are any tweaks or improvements that can be made to mitigate this issue.

Need help interpreting your Analytics data? Feel free to reach out to us here at Terrapin. We'd be happy to take a look!

Delete your Facebook page

Delete your Facebook page.  There.  I’ve said it.  

I’ve been going around and around on this issue for quite a long time and for good reason.  

I’ve read posts from the top Facebook marketers and they all praise the new targeting tools that allow you to reach potential customers with pinpoint accuracy.  Their metrics show great success when you can filter your audience down to the most minute detail.  

I’m also following marketing experts who criticize Facebook for forcing businesses to pay to reach all of their followers.  We all work extremely hard to build the number of Likes, but in the end, Facebook only displays our posts to 16% of those people.  Inorder to reach the other 84%, you need to pay to use Facebook advertising and all of those fancy new targeting tools.  

So I guess in the end, Facebook has the potential of working if you’re willing to invest money into their advertising platform.  But as a small business, your marketing budget is probably small.  What we use to compensate for small marketing budgets is time, another valuable commodity that can help a business grow when used effectively.  With that being said, is Facebook an effective use of your time?  

Wasting time or time well spent?

I get caught up in saying that Facebook time is time well spent, but upon closer inspection, I’m not so sure.  I’ve been deluding myself into thinking that it’s productive time because 1. I’m using social media and staying abreast of what’s new and 2. I’m posting content that relates to the work that we do here at Terrapin.  

But when I look back at the time I’ve spent, I can’t say that any of it has generated a new lead for the company or resulted in a sale.  I’ve been chasing “Likes”, hoping that as that number grows, the number of interested parties seeing our work will also get in touch.  That really hasn’t panned out.  And as I spend time trying to grow the number of Likes, I’m still not going to reach all of those people because I’ll only reach 16% of my fans organically.  Are you kidding me?!?

Alternative uses for Facebook time

I’ve decided to refocus my time onto other marketing activities that I think will be a more direct route to increasing sales...

1.  Website content pages

The Terrapin site is our primary marketing tool, so it only makes sense to spend time here to keep it current.  As our company has grown, our service offering and portfolio has changed and grown, but our site hasn’t kept pace.  My goal is to comb through our extensive site, update the content and ensure that every page is optimized for search engines.  The bottomline is that our website needs to be doing everything possible to generate new leads.  

2.  Email marketing

Our email list has been growing slowly, but steadily over the last few years, so I think it’s time that we put more time into the message that we’re sending out.  We have a direct link to potential customer’s inboxes and have a great open rate, so it’s time to tweak our message to maximize effectiveness.  Generating new content for the website should also provide great topics to promote through email.

3.  Blogging

I enjoy writing, but with so many hats to wear as a small business owner, I rarely allow myself the time to do it.  I’m pledging to double my output and write multiple blog articles a month, each with a targeted focus that’s replete with keywords that search engines love.  

But blogging isn’t just about pushing out content… it will be important for me to read other blogs and create connections across the blogosphere.  Commenting and sharing related blogs for small business and marketing in Rhode Island and Massachusetts will help to get the Terrapin name out there and hopefully build our expertise as one Southern New England’s premiere marketing companies.  

Should you delete your Facebook?

I know that a lot of small businesses across Rhode Island and Massachusetts are probably in the same boat as we are.  Facebook keeps us busy, but is it really time well spent?  For most businesses that we encounter, I do not think that FB makes sense.  But if you can answer “Yes” to any 3 of the following criteria, I think you can tap into the power of FB marketing:

1.  You are a B2C company

2.  You offer a tangible product that photographs well

3.  You have marketing budget to spend on FB advertising

4.  You have time to dedicate to generating content

5.  You have time to build Likes and interact with Fans of your page

Making the best use of Terrapin time

Full disclosure:  I am not going to delete the Terrapin FB page - we’re just going to balance the time that we spend on it as a marketing tool.  It won’t be our first priority in terms of time and money.  It’s merely another tool in the marketing bag that we can use to get our message out.  Our focus moving forward will be creating valuable content that we can promote through all of our marketing channels:  website, email marketing, blogging, LinkedIn AND Facebook.  

Seeing Your Business Through Your Customer’s Eyes

When you’re engaged in running and building your business, sometimes you get caught up in the details of day to day operation.  If you're like most small business owners there never seems to be enough time in the day to get everything done.  This can lead to missing out on the bigger picture – your customers. 

When potential customers search for your products and services, visit your website, and connect on social media, they do not see the intricate details of your marketing efforts. Instead, they see what is at face value – your content, your social media presence, your competition, etc. In order to ensure that your business covers all bases and provides the customer with what they want to see, it is helpful to look at your business through their eyes. 

When was the last time you…

You probably jump on the internet on a daily basis, but how often do you visit your website as your customers see it? When it comes to the customer, the most important aspect of a website is current content. Keeping your content current and regularly updated shows the customer that your company is still active and that you are experienced in your industry. First, you should ensure that the products and services you offer on your site fall in line with the current direction of your company. An obvious mismatch could make your customers more likely to choose one of your competitors. 

Second, you should regularly update any content on your site that is dated, such as news, blog posts, and articles. Having old content may cause potential customers to place less trust in your brand or even assume that you have gone out of business. Finally, you should ensure that the employees featured on your website are still a part of your business. One key aspect of creating a connection to potential customers is by giving a face to your business. Your website should always stay updated with employee changes in the same way that you would update new products or your blog.

Googling your company is a simple and fast way to see what your customers see when they seek out your business. You can easily determine how high you are ranking in search results, what other places on the web your company appears, and whether potential customers are seeing negative or positive results. First, you should ensure that your website and all social media profiles are ranking at the top of a search for your business. Customers should be able to easily locate any and all online presence that represents your business.

Next, you should continue scrolling through the search results to see where else your company appears. Do any other organizations or directory sites list your company? If so, you should ensure that information about your company is correct and updated on these sites. Finally, look further to see if any search results provide negative discussions of your company, such as bad reviews, lawsuits, or product recalls. This can both inform the next steps in your internet marketing campaign and keep you in the know about how your business is viewed by customers. 

Googling your industry and competition is also an excellent way to see how you match up in terms of internet presence. The best way to test this from the customer’s perspective is to type in keywords or phrases that potential customers use to find your products or services. Using keywords that customers search for in your industry will show you exactly what they see.

First, check out what competitors show up in your search results. Because these are the other companies that your customers are seeing, it is imperative that you match up to their online presence. You should also determine if they are local, national, or international players; figuring out the scope of your competition will enable you to tweak your own marketing campaign accordingly. 

Next, see what products or services your competitors are offering, and examine how well your own products and services match up. If your competition is providing an in-demand service or brand new product that your business is not, it may be time to change and update the products and services of your own company. Finally, you should also determine whether or not your SEO campaign is missing out on any keywords that potential customers are using. Your website should be optimized for these keywords to ensure that when customers search for products and services in your industry, they find your company first.

3 Steps to Keep Your Company History Current

During our years in business we've met with a lot of companies around RI and Southeastern MA.  Some have been around for decades, others over a century.  We commonly see old framed photos around their offices and it's always interesting to us to get a glimpse into the past and see how it was done "back in the day".

As we start a new project we're excited to have all this great photography to work with... and then it happens.  It turns out that many of these companies have not done a good job of documenting the past 10 or more years of their history.  There is little to no photography for us to work from.

Digital photography has come a long way in the past decade.  A point and shoot camera, even the camera on your mobile device can capture an impressive photo.  You just have to be on the lookout for things to photograph:

1. Things that are New

• Employees or key personnel
• Products and services
• Equipment, vehicles, capabilities
• New location or facility remodel

2. Events that are Timely

• Recently completed project
• Company outings / celebrations
• Special sales or celebrity appearances
• Employee training sessions
• Exhibit at a tradeshow

3. Achievements that are Recognized

• Awards & certifications
• Employee recognition
• Speaking engagements

If you get yourself in the habit of taking photos on a regular basis, you'll soon have a treasure trove of recent happenings that you can use to market your business online, in print, or through social media.  And you will give someone 50 years down the road more interesting photos of the past to learn from.

Choosing Between Commercial and Stock Photography

To effectively market your small business, you need eye-catching photography front and center. Two excellent options can load your marketing strategy with images that pop; high quality stock or commercial photography.

Commercial or Stock; You Win Either Way

Both commercial and stock photography convey a tone of professionalism and pique customer interest. A powerful stock image on your brochure cover or a homepage slideshow of commercial photography engages readers and visitors.

Commercial and stock both draw attention to your marketing collateral, but they have their differences. It comes down to your small business’ wants, needs and budget.

Controlling Your Company Image

A key advantage of commercial photography is control. You determine what the camera lens captures:

• You control your company’s unique image and portrayal
• You control exactly how your brand is built going forward

Commercial photography is more expensive, but you own the photos free and clear. If the money isn’t there or you want to invest elsewhere, stock photography is the ideal alternative.

Your Company Image is in-Stock

Carefully chosen, compelling stock images can give you the same results as commercial photography. Among many factors to consider in the stock selection process is relevance. Choose stock photos that tie in to your company, product or service.

Services like iStock boast a catalog of millions of photos by category. You don’t need to be an expert photographer. Simply browse the libraries and ask yourself; “Do I want this image representing my company?” Trust your judgment, instinct and keep an eye out for:

• Out-of-date or general poor quality photos
• Photos featuring “overposed” or stiff-looking people
• Similar photos being used by your competition

Stock photos come with a lower cost, but there is a price spectrum. Spend on the higher end of this scale. These photos are less likely to have been purchased by competitors, making them more exclusive.

Mix and Match Commercial and Stock

Stock-only or commercial-only strategies might not work for you. Not a problem; simply combine the two.

Lead your direct mail with a customized commercial photo, then fill out the piece with corresponding stock images. This stock/commercial team-up gives you budget flexibility and a commanding company message.

Choose YOUR Best Option

Your photography is on the front line of your company’s sales efforts. You know your business and industry. You know what works and what turns potentials away. Whether you hire a commercial photographer, utilize the boundless supply of polished stock photos or unite the two, just apply your expertise to the process for a strategy that sells.

Marketing is Easier with Quality Photography

Your marketing materials are the first impression your small business makes to potential customers. Visitors literally make a 50 millisecond visual assessment of your company website. Printed collateral and advertising have a similar small window to impress. This fraction of a glance will determine if they will call you or move on to a competitor.

To pass this visceral test, your marketing campaigns need quality photography. This includes professional digital images of:

• People
• Products and services
• Business locations

Stedman & Kazounis Plumbing & Heating - People Photography by Terrapin Art & Design

Get Your Team in Frame

You greet customers with a smile and welcoming introduction. Your business marketing materials need to make the same human connection, meaning photos of people. Smiling people on your brochures,direct mail and other materials deliver the same impact of a friendly, in-person reception. 

White Cross Pharmacy - Portrait Photography by Terrapin Art & Design

Once you’ve established this human connection, you must reach the next level with a personal connection. Professional and positive photographs of yourself and your team in action make customers feel like you’ve already met upon that first handshake.

Whiting & Davis Collection - Product Photography by Terrapin Art & Design

Capture Your Products and Services

Customers want an idea of what they’re buying. Detailed, educational photos allow customers to experience your service or handle your product digitally.

Simmering Soup/Suki Sushi - Product Photography by Terrapin Art & Design

Feature team members producing or handling your products, or delivering services to a customer. Effective photos bring customers to your door for that closer look at what your small business offers. 

George E. Bello Center - Location Photography by Terrapin Art & Design

“This is the Place”

Your facility, store or office needs to convey the same productivity and professionalism online as it does in person. Get some outside shots of your business, making it recognizable to new arriving customers who viewed it online. 

Benjamin's Restaurant - Location (Interior) Photography by Terrapin Art & Design

Encapsulating, wide shots of the inside of your facility show the scope of your company. Team members hard at work at their desk or workbench displays your dedication and the benefits of partnering with your company. 

Edge Performance Systems - Location Photography by Terrapin Art & Design

Photo Quality to Match Your Business

Your small business has years of experience, highly-skilled employees and markets with well-written,informative content. But poor quality photos might scare off potential customers before they can learn about your company’s capabilities. Give customers the true experience of your small business using professional custom marketing photography.

Check in with Terrapin and our next Shout Box installment, a breakdown of stock photography vs. customer commercial photography in small business marketing.