Music for Photography Website Marketing
MUSIC FOR PHOTOGRAPHY WEBSITE MARKETING
Summer and music go hand in hand. Similarly, with many photographers’ websites it seems you can’t have one without the other. But is using music for photography website marketing the best way to bring customers in? Much like the other staple of the American summer, ice cream, there are 57+ different flavors and everyone has their own favorite. Whether the particular piece of music you choose to use on your website makes your clients and potential customers feel all warm and fuzzy inside or makes them want to tear their hair out is a crap shoot at best.
A great deal of research has been conducted in the marketing field about using music as a marketing tool. Certain kinds of music can get clients through the door and/or make them more likely to purchase. But, in this area, there can be too much of a good thing. Think of the last time you heard Christmas music in a retail store before school begins. Or the last time you were forced to listen to nothing but Christmas music when shopping for gifts during the holiday season. Chances are that it was pleasant enough at first but just how annoyed where you when you were still hearing it in mid-January?
We have to admit that here at Digital Imaging Firm we usually prefer website music off. Some of us have been known to blast our own favorite tunes over it to get the job done and do our best for you, our much loved photographers. We can’t say thank you enough to those of you that had the foresight to provide an on/off switch! On the flip side, we’ve sometimes discovered a new musician on a photographer’s site that we may never have found on our own. And we all like to find something new once-in-while, don’t we? But we don’t recommend forcing your own personal favorites on everyone that visits your website.
So if you must use music on your website, keep the following in mind:
REMEMBER THE ON/OFF BUTTON
Please provide a button that allows your visitors to turn the music off. Remember, your musical taste is not necessarily theirs. (See above.) At the very least provide an option for volume control. If you need guidance on how to include this feature please ask your website designer. And now for our shameless plug –the fabulous website designers at DIF Design, www.difdesign.com , will be happy to walk you through this process.
MATCH THE MUSIC TO YOUR COMPANY
Make sure the music you choose is a good fit for your photography business by making sure it fits well with your overall marketing plan. If your main business is newborn photography you may want to choose a peaceful lullaby rather than a rollicking rock-and-roll tune. Love songs may be a good fit for wedding photographers but this is not a case where one size fits all. If your overall company image is hip and upbeat a slow ballad may not be your best choice.
DON’T ASSUME IT’S FREE
A wise marketing professor once taught me this phrase to re-define the word assume as the following, Don’t Assume anything, it makes an ASS out of U and ME. It’s a favorite quote of mine, good policy to follow in life and one especially worth following when music is involved. Just because you like a song doesn’t automatically make it legal for you to use it on your website. Take the time to research licensing fees. Remember musicians are artists. They too are trying to make a living doing what they love.
If you know local musicians, work with them to create an agreement that keeps everyone’s best interests in mind. For other musicians, use a music licensing service like Triple Scoop. Triple Scoop, www.triplescoopmusic.com, and similar services are licensing services that allow professional photographers to create a sample slideshow or video to promote your photography work. Be careful to read all the fine print to make sure you’re following the agreement to the letter to avoid any problems down the line.