Gillian Devine is a photographer of 18 years. Gillian started with weddings and babies, but is now a brand photographer, business coach and marketing mentor to other photographers.
Gillian says she is where she is today as married the wrong man. She started in corporate marketing and then married a man called Phil Devine. His dad Vincent Devine was a professional photographer with 40 years experience. Gillian started
to go to weddings with him. Vincent eventually mentored Gillian and helped her become a photographer. She then took over the family business. Sadly Vincent has passed away and Gillian is now longer married to Phil, but the photography continues.
Gillian went through a dark time during her divorce. Her business and confidence took a big knock and she was left in a lot of debt. But she then built the business and her life back up. Working hard to get where she is today. She now helps other photographers grow their business.
Sam and Gillian discuss how important being able to run a business is, and without these business and marketing skills it is hard to have a successful business. Marcus and Gillian think that back in the 90s or 2000s there were less photographers and less competition. So much less marketing was needed. A few local ads used to be enough back then. But Gillian says there is still plenty of work out there, but you need to market yourself well and get the work that is out there.
Sam asks what a photographer should do who is struggling to get work. Gillian says it’s all down to your visibility, messaging and experience. Marketing is about building new connections and relationships. It’s a bit like the dating scene you have to meet a lot of people, getting visible, and then start conversations. You need to know who your ideal client is. And then you need to know where your clients hang out. As an example Gillian collaborated with a pregnancy yoga class when she was doing new born photography. Sam and Gillian discuss that first conversation and what it could be about. Gillian says advice and a free download
is really great at this point. For example Gillian’s first lead magnet was a guide to what to pack into their bag for going to hospital. Nothing to do with photography. And the initial conversation is all about them. Ask lots of questions and get to know them. Gillian explains that the technical side of lead magnets does put people off. Email marketing apps are vital though, these must be used for email marketing and lead magnets.
Gillian and Marcus discuss brand photography. Gillian says
that she loves it as it combines all of the elements of other areas of photography that she loves. For example the story of a wedding. Brand photography also ticks boxes to make Gillian’s life how she wants it. She has her weekends free, unlike being a wedding photographer.
Marcus asks what makes a good branding photograph. Gillian
says it’s full of vibe and personality. It has to tell a story of who that person is. So the photos need to reflect the person who is being photographed. Gillian says it is also a suit of images that include storytelling elements. It isn’t just a portrait.
Gillian now lives in Spain. When she first though about moving in Spain she started marketing to people in Spain right away. And so when she arrived she already had quite a number of English speaking clients in Spain. For any photographer moving it’s important to plan ahead and start marketing into your new area.
Gillian and Marcus agree that branding photography is very new and has really only established itself in the Uk in the last couple of years. Gillian is excited about the future for brand photography with 5.5 million businesses in the UK and they all need brand photography.
You can get in touch with Gillan, she holds regular free marketing workshops and masterclasses which you can access below.
https://gilliandevine.com/masterclass
https://www.linkedin.com/in/gillian-devine/
