You’ve poured so much time and heart into creating photography services that serve your clients well at a price point that you’re comfortable charging…and now it’s time to market those services. But there are three marketing mistakes photographers make that I see all the time.
If only marketing were as straightforward as setting a price, saying you’re available, and seeing what happens!
But in order to translate your passion for capturing photos and creating art into actual dollars in your bank account (and happy clients!), you need to promote your services effectively. Whether you’re just starting out in photography, or you’ve been in the industry for years, we all can fall into common traps that hinder our ability to grow our businesses and our client rosters.
When I’m coaching female photographers inside my courses, my membership, or my mastermind, one topic that always comes up, without fail, is marketing. So today, I’m diving into three marketing mistakes photographers make when marketing their services. My hope is that by sharing these pitfalls and teaching you strategies that you can use instead, you’ll feel confident in marketing your services, attracting your ideal clients, and taking your business to the next level.
Mistake #1: Trying to Market Your Business Like Your Competitors Do
When you’re working hard to grow your business, but inquiries are coming in slowly or you’re struggling to attract new clients, it can feel frustrating and leave you wondering what you’re doing wrong.
In moments like this, it’s so easy to pop over to the website or Instagram feed of another photographer in your area to see how they’re marketing their offers, how far out they’re booking, or what types of sessions they’re offering right now.
Even though it may be easy and tempting to do this, it’s not the wisest choice to base your marketing efforts on other people.
It’s like the old adage we share with our kids as they grow up with peers who have different rules and privileges than they do: they do what works for their family, and we do what works for ours.
The photographer around the corner may be charging less than $150 for a mini session because her family doesn’t depend on her income, but your family is different.
The photographer down the street may shoot sessions on weekends because she works full-time during the week, but your life is different.
The photographer two towns over may post frequently on social media because that’s her main way of attracting clients, but your business is different.
Your business should reflect your own goals and your own needs, not anyone else’s.
Mistake #2: Your Email + Social Media Strategy = Sharing Your Availability (and Nothing Else)
You’d never walk up to someone at a cocktail party and say, “Hi, I’m Sabrina. Here’s my pricing and availability…” So why are you doing that on Instagram?
When your strategy on social media or in your email newsletter is simply to share your availability, you look too available. Instead of connecting with your followers or subscribers, you’re jumping the gun a bit and trying to move right to the sale.
Let’s leave the “I’m available” signs for the billboards! Instead, I’d like you to consider this: imagine that every interaction you have with your audience is like meeting someone at a cocktail party.
The first time you interact, you meet and introduce yourself. You might even tell them what you do.
Then, you chat for a bit, find things you share in common, and take a few moments to connect with each other.
Then, maybe, you walk around and do this a few more times with other people you’re meeting for the first time (or who you’re seeing again after meeting them a few months or years ago). And yes, it can take months and years to nurture your dream clients before they book with you!
Finally, after you’ve built a relationship with that person, you say, “Hey, since you like XYZ and I like XYZ, I think we’d work together well.”
And THEN, if and when they’re ready, they reach out to work with you. It might be immediately, or it might be months from now. But the key here is that they recall those previous conversations with you and the connections you made with them on a deeper level.
There might be 100 other people doing what you do, but this person wants to work with you because you took the time to truly connect with them.
Mistake #3: Focusing Your Marketing Efforts on Your Photos and Your Offers (and Nothing Else)
My website has changed and evolved so many times over my 13 years as a photographer. (Anyone remember Blogspot?)
But one thing I remember my website designer friends saying over and over is, “No one cares what kind of coffee you like to drink – they care about how you can capture photos for them.”
And while I agree that you shouldn’t overly rely on fun facts about yourself on your website (or your social media feed, or your emails), I do think that sharing these seemingly silly tidbits about you helps your audience get to know who you are as a human.
Yes, you’re a photographer. But you’re also a person with likes and dislikes and with tips and tricks beyond your favorite camera lens or editing preset.
Here’s the truth: most of the time, you aren’t going to get hired on your images alone. People want to buy from and work with people they know, like, and trust, and those little details that you think no one cares about? That’s how relationships are built, my friend!
If all that you’re showing on your social media feed or in your email marketing is offer after offer and client photos galore, you’re missing out on building relationships (and trust!) with your audience.
Bonus: inviting your clients to get to know you on a human level is a meaningful way to stand out amongst your competitors!
Want more marketing tips just like this, made for photographers like you? I’d love to invite you to enroll in Marketing That Attracts, my new marketing course for photographers!
Every module inside the course is filled with step-by-step details (and additional resources, including worksheets, swipe file templates, videos, and more!) on the how and the why behind the five organic marketing strategies that work for photographers. This course is meant to simplify your marketing efforts, so that you don’t have to spend time spinning your blogging wheels, questioning every Reel you create, or making excuses to avoid starting your email list.
The best part? The final module of the course teaches you how to make your own custom marketing plan, based on your business’s needs and goals. Are you ready to move past the marketing mistakes photographers make and have a confident marketing strategy instead?
Head over here to see all the details and enroll. I’d love to support you inside!
