Building a Referral Network

Episode 171 - To get bookings, you need some kind of referral network, and I'll explain how to create one.

The Transcript page - https://photographysidehustle.com/171

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Transcript

Hey, how’s it going? I’m Andy Jones, and this is episode 171 of the Photography Side Hustle podcast.

Before I start, I want to thank Suzanne Hawken for sending me a copy of her first book, Rescue Dogs of Napa Valley. She got the idea from episode 130 - Selling Photo Books. If you want to hear her story, she was on episode 151 - Zero to Full-time in One Year podcast.

Thanks again, Suzanne. It’s a beautiful book.

Okay, let’s get started with Building a Referral Network.

Building a Referral Network is crucial because referrals can become a major driver of new business, especially in the photography industry, where word-of-mouth and personal recommendations carry significant weight. 
Here’s how you can effectively build a referral network:

1. Encourage Client Referrals
Offer Referral Discounts: Provide an incentive for clients who refer new customers to you. 
You could offer a $100 discount on their next session and give the same discount to the customer they have referred. The incentive could also be a free print or an additional service like a mini-session.
Ask for Referrals: Don’t be afraid to ask satisfied clients to recommend you to their friends, family, or colleagues. Most people are happy to help if they’re pleased with your work.


2. Partner with Industry Professionals
Collaborate with Event Planners: Wedding and event planners are often asked for vendor recommendations. Establish relationships with them by offering to photograph one of their events at a discounted rate or even for free in exchange for referrals. 
Connect with Makeup Artists, Stylists, and DJs: If you’re a portrait photographer who works with stylists and makeup artists, this is an obvious one. Offer to share your photos with them to help build their portfolios, and they might return the favor by sending their clients your way. DJs at weddings are another. During the reception, take lots of photos of them in action and email the photos to them so they can use them on their website and social media.
Venue Partnerships: Many event spaces, such as wedding venues or corporate meeting spots, recommend preferred vendors to clients. Build relationships with venue managers and offer to provide them with professional images of their space in exchange for referral opportunities.
I’ve mentioned this in past episodes about the wedding photographer in Western Australia. He made a website that reviewed all the venues in his area, which was a wedding destination. At the end of each review was an inquiry form. All of the inquiries went to him, and he contacted the venue. 
So the venue manager could see how many referrals he was sending them and would probably have his name at the top of the preferred vendor's list.
More important, he would be the first photographer to contact the couple.
You could do this on a much smaller scale by writing a review of all the venues you have worked at and posting it on your website. Use your best photos from that venue. Google search will pick it up and you will attract new visitors to your website.
Small Business Partnerships: For all photographers, partnering with local businesses is a great way to grow. Offer to shoot for local restaurants, boutiques, or artisans in exchange for cross-promotion, and have them recommend your services to others.
Wedding photographers could link with Jewelers, Bridal stores, and flower shops, and pet photographers with pet stores, groomers, and kennels.
It doesn’t matter what you shoot. There is a business out there that your customers use. Use your referral program to link with them.
3. Leverage Social Media for Referrals
Social Media Shoutouts: After completing a successful shoot, ask clients to post their favorite images on social media and tag you. This puts your work in front of their followers and can lead to inquiries from their network.
Supply your customers with scaled-down images with your logo that will work on social media sites. Make it as simple as possible.
Instagram Collaborations: Reach out to local influencers to collaborate on projects that you can both share across your platforms. These collaborations often lead to followers from the other person’s audience discovering and booking your services.
Testimonials as Social Proof: Encourage clients to leave reviews on your social media pages, Google My Business, or your website. Social proof from past clients gives potential new customers confidence in your services.
Don’t underestimate the power of testimonials.
4. Reward Repeat Clients
Loyalty Programs: Set up a loyalty program where clients who book you multiple times receive perks (e.g., every 5th shoot is free, or they get an additional service). Loyal clients are more likely to refer you to their friends and family.
Exclusive Offers: Periodically send out exclusive offers or promotions to past clients. This not only encourages repeat business but also makes it easy for them to refer you when they see a good deal.
5. Join Groups and Associations
Community Groups: Join local business groups or networking events, such as Chambers of Commerce, Meetup groups, or online forums like Facebook groups for entrepreneurs. These communities are a great way to meet other small business owners who could refer clients to you.
6. Thank Your Referrers
Send Thank You Notes: When a client or partner refers someone to you, show your appreciation by sending a handwritten thank you note or small gift. A personalized touch strengthens the relationship and encourages more referrals in the future.
Public Recognition: If someone refers a significant amount of business your way, recognize them publicly by posting a thank you on social media, tagging them, and highlighting your collaboration. This not only rewards them but also encourages others to refer you.
7. Collaborate with Charitable Organizations
Community Involvement: Partner with local nonprofits or charities by offering to photograph their events or create promotional materials. These partnerships can generate goodwill, increase exposure, and lead to referrals from others involved with the organization.
I mentioned Suzanne Hawken earlier, and the book she sent me was made in collaboration with a local animal shelter. She made a profit and raised money for the shelter.
Donate Services for Silent Auctions: Offer a free session for silent auctions or raffles at charity events. This puts your name in front of a larger audience and can lead to referrals from attendees who see your work.
8. Email Campaigns
If you don’t have an email list, you should. 
Referral-Driven Emails: Periodically send referral-focused emails to your email list. Include client stories and testimonials and remind your audience of any referral programs you have. 
Ask for Feedback: After each shoot, send a follow-up email asking clients for feedback and to leave a review. Include a note mentioning your referral program and how they can benefit from it.
If you ask for a review, make it as simple for them as possible. Supply links to your Google business review form or anywhere you want them to write positive things about you.
The easier it is, the more likely they are to do it.
9. Referral Tracking
Track Referrals: Keep a record of who referred new clients to you so you can reward and thank them. You could do this through simple spreadsheets or use CRM software that includes referral tracking features. Old-school pen and paper works, too.
Assess Performance: A couple of times a year, review which referral sources bring in the most clients. This can help you focus your efforts on relationships or programs that give you the best results.
By actively building and nurturing a referral network, you can generate a steady stream of new clients while maintaining strong relationships with past clients and partners.
Now, I don’t expect you to use all these referral methods, but using just one or two will help grow your business. Start by asking for referrals, set up an email list, and add the rest when you can.
Let me know how it worked for you. 

Right, that is it for episode 171.

If you need help with anything, you can contact me through Facebook or Messenger.

I’ll be back next week. Talk to you soon, bye.