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Writing Your Photography Marketing Plan: The SWOT Analysis

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Fifth in a series.

In this series, we are discussing the importance of creating a photography marketing plan [2] and the steps in that process. In this installment, we cover the SWOT analysis — an exercise in which you assess your business’s Strengths, Weaknesses, and Opportunities, as well as the Threats you face in the marketplace.

If you’ve ever taken a business course, you’ve probably heard of a SWOT analysis. While they are more often associated with business plans than marketing plans, they are critical to developing your marketing strategy.

The SWOT Components

Let’s take a look at each of the four parts of SWOT:

Market with Self-Knowledge

A SWOT analysis can be performed in a couple of intense hours — particularly if you involve your friends and associates in the process. Once you have performed your analysis, start using what you’ve learned on your Web site and in your marketing materials.

Make a big deal of your strengths. Compensate for your weaknesses. Exploit your opportunities. Overcome your threats. This kind of self-knowledge is the key to successful marketing.

Next: determining target markets

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