Have you ever wondered how to infuse your deepest values into your work or build a brand that resonates with your true self? Join us as we unravel the story of Tori Kelner, a wedding photographer and educator, whose career catapulted from casual snaps during Hurricane Sandy to becoming a beacon in personal branding within the photography landscape. Together, we discuss the pivotal role of personal growth in shaping not just a business, but a lifestyle that reflects one's evolving identity, and the vital connections that blossom from sharing life's simple pleasures.
Navigating the intricacies of content strategy and client relationships can be a complex dance. In this episode, we lay out the steps, taking cues from Tori's expertise. From the art of content sharing that aligns with core values to the strategic planning behind a magnetic social media presence, we cover the foundations of attracting your ideal audience. Discover how to create content pillars that resonate with your audience, and find out how maintaining a diverse marketing approach can sustain your business even when social media algorithms throw a curveball.
What's the secret sauce to staying joyous and aligned in both life and work? It's the blissful marriage of professional passion and personal fulfillment. We not only talk shop about the practical aspects of identifying the ideal client and maximizing business success through strategic marketing, but also about the key to finding consistent happiness. Tori and I share our personal outlets and the unassuming comfort found in hobbies, nature, and the intimate moments with loved ones. Tune in for an episode that promises to enrich your entrepreneurial spirit with heartwarming insights and actionable strategies.
Jasmine Star Graph/Punnet Square LINK
Work with Tori! Connect via her website:
or Instagram: @torikelner
Our big takeaways from the episode, if you just want the cliffnotes (does anyone else remember those??) are:
When it comes to your marketing your personal “brand,” talk about the things you love- it’s as simple as that
Start by sharing your “a day in the life” kind of things to stories- daily morning drink, your to-do list, your morning/afternoon/closing down routine. Go into more heart-to-heart kind of things once you’re comfortable posting online consistently.
Questions to ponder when thinking about your personal brand- these are also great questions to ask a family member or close friend if you need some help getting things going:
What would you do on a free sunday?
What are some things your friends would describe you as?
If time + money were no object what would be your dreams? What would you want to accomplish? How would you spend your time?
Bring in your core values- for Tori, a few of these are Friendship + Fun and bring those to every client experience in her business, showing up with excellence, creating memorable experiences, the environment.
The environment as an example looks like: sustainability in every way she can, veganism and making sure all parts of her business from albums to client gifts are vegan-friendly, giving to charities that support vegan and sustainability causes, practicing leave no trace wherever she goes, especially on photoshoots
When it comes to what content to create for your personal brand, think of your space (social media, blog, etc) like a magazine- what repeating topics would your magazine showcase that relates to your readers and their interests?
Jasmine star grid system- our Punnet square- link is in the show notes: https://jasminestar.com/a-step-by-step-guide-to-planning-instagram-posts-in-just-30-minutes-per-week/
Aka The Solution to the to the struggle of not knowing what to post
Hacks:
Use a planning app like Planoly
Plan out 1-2 weeks ahead of time. Could be more but doesn’t have to be months and months in order to be effective
Use voice memos or notes app to talk/write out caption ideas then sync up with images/videos that fit
Repurpose your content!!!!
You could start big- blog post>> IG static post>> IG Story
You could also start small- IG Caption- if you like it or it really resonates and you can expand Turn it into a blog post, or email list newsletter, etc.
Just be sure to circulate the great content you’ve already created more than one time so it can actually get seen!
When creating your posting schedule, start small then grow. As Tori Said, “Business is a game we are building so make the rules so that you can win at your own game”- TK
In terms of an Ideal client- it’s ok for your ideal client to mold and change. It’s ALSO ok to go for shared values instead of someone who fits a client “avatar.” Think of your ideal client as someone who shares some, or all of the core values you hold.
Main marketing avenues working for Tori:
1- Google
2- Word of mouth- Vendor Referrals, Client Referrals
3- Pinterest
4- Instagram+ personal brand
Blogging has ALWAYS been a MUST-DO because she never wanted to rely solely on Instagram
Tori’s Process:
Blog the session before sending the final gallery which FORCES her to get the blog done
How she filters through inquiries + chooses who to work with
Decides how many sessions/month and sessions/weddings/year she wants
Right now that looks like about 2 weddings/month
Does she and the potential clients share values?
Do the vision + details excite her?
If she feels like they’re not the client for her she doesn’t leave the potential client high and dry but
Tori’s Biz book Recs:
If you like what you're hearing, please leave a 5 star rating and review the show on Apple Podcasts and Spotify!
Follow Kerry on Instagram @kerryannecoaching
Learn more and apply to work with Kerry: https://kerryannewalsh.com/coaching-home
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