SUMMARY
Many photographers dedicate significant time to social media marketing, often engaging in discussions about optimal posting strategies and platform effectiveness. However, a closer examination of actual business inquiries suggests that common assumptions about marketing ROI may be flawed. By tracking inquiry sources, one photographer found that Google generated far more leads than Instagram, challenging the prevailing focus on social media in industry conversations. This highlights a tendency for photographers to measure easily visible metrics rather than actual business-generating channels.
TAKEAWAYS
Photographers spend considerable time on social media marketing without consistently tracking inquiry sources.
Industry discussions often revolve around social media tactics, but data may show other channels are more effective.
Tracking actual inquiry data, rather than relying on assumptions or 'marketing folklore,' is crucial for informed business decisions.
Google was identified as a stronger source of inquiries than Instagram in one photographer's business data.