Raise your hand if you’ve ever felt overwhelmed when marketing your business? And you don’t seem to understand marketing for photographers that works?
🙋♀️🙋♀️🙋♀️ My guess is that we’ve ALL been there, because here’s the thing: when we first started our photography businesses, we simply wanted to make money while taking beautiful photos.
I’m guessing that we didn’t think too much about wearing all of the hats and playing all of the roles that are necessary to run an effective business.
You may not have hated math in school, but doing your own bookkeeping and configuring sales tax probably wasn’t high on your bucket list, either.
You might enjoy capturing children’s milestones or family photos, but that doesn’t mean you’re delighted to spend hours hunched over your computer, editing photo after photo.
And you might not mind posting your availability on social media, but actually marketing your services — and why a client should choose to work with you instead of the photographer down the street — feels as complex as shooting in manual mode for the first time.
You started your business because you love taking photos, not because you are a marketing genius. BUT, the truth is that marketing plays a big role in building a sustainable photography business.
You DO have to find clients. And you DO have to make money.
Marketing is something you DO need to learn if you are going to run a profitable and sustainable business for the long run.
But here’s the good news: I am here to help! Today’s blog post shares my five favorite marketing strategies for photographers. Let’s dive in.
Five Marketing Strategies That Work for Photographers
- Social Media
What I see most often on social media, both from photographers I follow and from the women I coach, is that most of us do a great job of sharing our work and our availability.
However, doing those things alone is not a marketing strategy.
Instead, the purpose of social media is to connect with others and to build relationships, and that means that we need to show up as more than just photographers — we need to show up as humans!
Let’s talk about what this looks like, practically:
- Share aspects of your life that aren’t related to your business, like your hobbies, what your family loves to eat for dinner right now, or that Amazon find your kids are loving this summer.
- Share what’s going on behind the scenes in your business. What’s on your to-do list today? What sessions are you editing? What are you dreaming up or planning to launch in your business next quarter or next year?
- Share your personal why behind your love for photography. Do you love looking at photo albums from your own childhood, and that’s why all of your sessions include heirloom-quality albums? Do you value simple personality portraits because you treasure the one your grandmother took as a child?
Our followers are human beings, too, and we appreciate the opportunity to find pieces of ourselves in other people’s lives and stories. Don’t be afraid to show up as you are and to connect with your followers online!
- Email Marketing
As you continue to build social media connections online, why not supercharge your relationships by taking your content to email inboxes?
Email marketing is more powerful than social media marketing because email subscribers have to opt in to receive communication from you. This makes them warmer leads than social media followers because there’s no algorithm to battle in order to see your content; it’s served up to them right in their inbox!
With email marketing, subscribers are raising their hands to say that they want to hear more from you, and just like on social media, they care about your business AND about you as a human. So in addition to sharing upcoming mini sessions or promotions in your emails, make sure to share fun things, too, from the exercise routine you’re just loving to the back-to-school supplies you’re stocking up on this fall.
P.S. In terms of how often you should be emailing your list, aim for 1-2 times per month. Consistency matters, but you can also define what consistency looks like to you in your life!
- Blogging
You might be wondering, “Is blogging still a thing I should be doing in 2024?” And the answer is YES!
While simply having a website can show a potential client that you are a legitimate business with valuable photography services to offer, having an active blog can demonstrate your expertise in your industry and showcase the how of what you do.
When it comes to generating leads for your photography business organically (without the need for paid ads), one of the most effective ways to do that is to post valuable, keyword-rich content on your blog on a consistent basis.
Blogging is also a more indirect way to share your offers with potential clients; rather than posting on social media about fall mini sessions, blogging allows you to create content that highlights the benefits of scheduling a mini session, so that a potential client first understands the value of this offer and THEN is given the opportunity to purchase.
- Word of Mouth
Many of us have built our photography businesses on client referrals, and clients who share the experience of working with you is a great strategy to grow your business, too!
Beyond asking your clients to simply share your name or your services with friends and family who may also be on the hunt for a photographer, you can and should also be asking your clients to post Google reviews to help boost your SEO and provide you with testimonials to share with potential clients.
Some clients prefer to simply send email or text responses that share their excitement about receiving their gallery, and you can share these, too! In fact, screenshots of emails or texts feel more authentic to potential clients because they aren’t formatted into cute graphics on your website.
- Collaborations
Photographers like us are local businesses who serve clients in our communities. This means that building relationships with other businesses in our communities, from our favorite local restaurant to the floral shop around the corner, is a wise business move!
Consider collaborations with businesses that align with you and that have commonality with your ideal client. For instance, if you’re a brand photographer who partners with a local clothing boutique for outfit and styling assistance, this makes good business sense to both you as a photographer and to the boutique, AND it serves your ideal client well, too — they’ll be more confident in photos if they look and feel good!
Most of the time, collaborations like this are free or low-cost because they’re mutually beneficial. Partnering for a giveaway, a newsletter exchange, or even displaying your business cards at each other’s place of business can be simple ways to build relationships. Consider seeking out new and exciting collaborations on a regular basis!
There you have it — five of my favorite marketing strategies for photographers that actually work for our industry. I hope this list helps you take practical steps forward out of marketing overwhelm!
Want more tips like this? I’ve got you covered! Check out my online course, Marketing That Attracts: it’ll give you the support and know-how to move from frustrated to focused when it comes to marketing your photography business!
