Sooner or later, most businesses will need a professional photographer, whether it’s for their website, social media account, online advertising, or blog. Many small businesses, however, decide that the best approach is to save money and do the shoots themselves, usually with a cheap smartphone. But these attempts rarely produce results which excite customers. Worse still, the DIY approach can reflect negatively on your business and make your outfit appear amateurish.
Food, people, and products are notoriously difficult to photograph effectively. It often takes years of training and hundreds of hours of experience to make photographs of these subjects appealing. Trying to do it yourself will most likely result in a bad experience for your customers and less revenue for your business.
But there’s a problem. With so many different things to consider when choosing a professional photographer, it can be difficult for companies to make the right choice. If you’ve never used one before, take a look at this guidance on what to look out for before taking the plunge.
Dallen Design – W Hotel
Their Specialization Or Area Of Expertise
As in any profession, different photographers have different fields of expertise. Some are trained in landscape photography, others in weddings, family portraits, newborns, food, products, and action shots. In other words, photographers aren’t generic: they’re as different as other people who make a living from artistic endeavors, such as art, music, and writing.
Think carefully about what your business needs. Do you need a photographer who can take excellent pictures of the products that you have in stock? Do you need somebody who can photograph your team? Or are you looking for a business photographer with the skills to take live action shots?
Their People Skills
Professional photographers don’t just need hard photography skills: they also need to be able to cajole people and get them to feel relaxed in front of the camera. If they can’t do this, then any photographs that include people will look wooden and stage-managed. Ideally, you want your team to feel confident and happy because this will shine through in the pictures and appeal more to your customers.
Business photographers need to be business-minded, as well as personable. They need to be able to adapt to your business schedule, or at the very least, turn up on time. They must be convenient and flexible, adapting to your business’s needs. They could be the best photographer in the world, but if they can’t deliver when you require, then you’d be wise to choose a photographer who can.
Their Experience And History
Finding a great professional photographer would be easy if all it required was a quick glance over their resume to see which school they attended. But often you need to dig a little deeper than this. Having a professional qualification in business photography is a good start, but it’s not the most important thing to look for. In fact, it might not be necessary at all.
Experience is often more important than qualification or educational history. It’s experience which really helps photographers to sharpen their skills and master their trade. Many great photographers don’t have a degree at all: in fact, these are often the best because they have had to prove their salt by satisfying many clients.
Ask yourself the following questions when thinking about the experience of a photographer.
- How long have they been shooting photographs for business?
- Are they comfortable with different setting and events? (For instance, your business might require them to shoot in a noisy environment or a place with lots of people darting about).
- Do they have much experience using particular equipment that you might need for striking photographs?
- Which clients have they served in the past? And were they pleased with their work?
- Have they got a portfolio of business-related photographs they are willing to show you?
Don’t be afraid of probing and asking questions. After all, the viability of your business could be at stake.
Their Reviews
All business owners know that the best kind of advertising is a good review from a happy customer. It’s proof that a business’s product is meeting the needs of its clientele. You should, therefore, look for great reviews from customers of professional photographers.
Satisfied clients like to talk about the good experiences that they’ve had. Not only do they want to thank the photographer themselves, but they also want to steer other businesses in the right direction. You can find positive reviews either on the photographer’s website, on social media, or on sites that specialize in providing vetted and genuine reviews.
Look to see whether they have a high Trustpilot or Yelp score. And if you decide to interview them before you hire them for a job, ask if you can speak to any of their previous clients. Great photographers will be more than happy to oblige.
Their Style
Different photographers have different approaches to their trade. When it comes to style, there’s no right and wrong. It’s all about what works for your business and what doesn’t. As you browse their portfolios, you’ll quickly get a sense of which photographers are a good match for your business, and which aren’t.
Photography is not a simple matter of recording data in the form of a photograph. Any photographs produced depend on the individual creativity of the photographer. Many factors affect style. These include:
- The playfulness of their shots
- The angles that they choose
- The intensity with which they shoot
- Their work ethic
- Their timing and ability to create drama
- Their use of equipment and post-processing effects
If this all seems a little daunting, don’t worry. Sit down with your team for a few minutes and browse the photographer’s portfolio. You should come to a consensus about whether their style is a good match for your brand.
Their Ability To Generate Work Consistently
Your business likely needs a photographer who can produce quality output consistently over time. You may need to add new products to your repertoire as you expand your business, or you might need somebody to create beautiful photos for your online marketing. Whatever it is, professional photographers need to be able to help you meet your business goals over long periods of time. This is perhaps what distinguishes business photographers most from their freelance brethren.
So what do you need to look for? First off, go sleuthing on their website and through their portfolio. Quality photographers should provide dozens of photographs of prior work for you to peruse. Look for consistency within particular photoshoots, if possible. Check the lighting, the relationship between the subject and the rest of the frame, the colors, and the quality of editing.
Always focus on the galleries that reflect your intended use case. Does this photographer seem to be able to generate consistently high-quality work for your particular application? If not, then perhaps look elsewhere.
Their Price
Photography doesn’t always come cheap, particularly business photography. As an owner, you need to consider whether a photographer is both great at what they do and good value for money. There’s nothing wrong in principle about hiring an expensive photographer, just so long as the end product justifies the price.
Photography costs quickly add up. So ask in-depth questions about the level of service you’ll receive for a given price. You could investigate whether they charge a different rate for digital services versus print, how much they cost to keep on retainer, and how whether they allow you to buy digital files online.
Choosing a business photographer for the first time can be a challenge. But with sound advice, your business will make the right choice.
