Marketing your photography business can be more challenging than getting a shy child to say cheese.
Where and how do you find clients? How do you keep them? And how do you boost your visibility in the community?
We’re here to help you cut through the confusion with winning photography marketing ideas that’ll level up your business and keep your calendar full.
Marketing for Photographers: Cheap and Easy Ways to Get Clients and Grow Revenue
You’ve already mastered the art of aspect ratio and composition, so marketing your photography business should be a piece of cake!
The most important thing to remember is that customers are the heart of your business. Without them, you can’t do what you do! Each of these strategies focuses on customer-first concepts that help you provide better services that attract clients and keep them coming back.
Check out these five strategies to help you achieve your goals.
1. Create Offers to Attract New Clients
Pulling in new customers can be challenging. Not only do you need to reach the people looking for a photographer, but you have to stand out above your competition. You need to grab their attention!
Try these photography marketing offers to give your biz a boost:
- BOGOs: Buy-one-get-one deals add value to your product with little cost on your end. Try offering an extra print when a customer purchases one at an equal or lesser cost.
- Flash sales: Advertise a limited-time or limited-quantity discount on social media — e.g., 20% all prints for the next two hours or a half-off photo session for the first five people who book.
- Bundles: Customers love getting more bang for their buck. Offer a discount when they purchase multiple services or products at once.
- Referral program: Incentivize customer recommendations by offering discounts to clients who refer friends and to the friends they refer. This creates a chain of new customers as you gain more referrals.
2. Show Clients Why They Can Trust You
Photography marketing is about showing clients that you offer a high-quality service and operate with integrity. According to a PwC study, 46% of customers purchased more from trusted companies, and 28% even paid a premium. So, what are some ways to win customers’ confidence?
Build a Portfolio
Let your work do the talking! Include a strong portfolio on your website showcasing your full skill range. Include examples (with permission from the clients!) from your best photoshoots and events to demonstrate what you have to offer.
Show Your Credentials
Operating with the right credentials shows clients that you are a professional. Feature your photography insurance, certifications, and diplomas on your website and marketing materials to show customers you care about the quality of your work and their well-being.
Pro Tip: Use your photography insurance to market your business by leveraging it as a unique selling point. Include your insurance badge on your website and social media to highlight your dedication to providing excellent, trustworthy service.
Provide the Services You Promise
Making and keeping your promises to clients effectively shows them you are a trustworthy business partner. Some best practices include:
- Review and sign a contract with customers before providing a service to ensure clear expectations
- Meeting with clients before the event to confirm their must-have shots and create a plan for the day
- Show customers proofs before editing to ensure satisfaction and alleviate surprises
Leverage Customer Reviews
Your word only goes so far, so let your satisfied customers do the talking! Client reviews speak volumes about your professional photography track record, and potential customers will likely research your business before booking.
Leaving notes on customer receipts and contracts that ask them to leave positive reviews and testimonials on your website and places like Yelp, Google, or Facebook after a session can also fill your business book.
3. Boost Your Online Presence
One-third of consumers use online searches to find local businesses. With numbers like that, online photography marketing is a no-brainer! Between a solid business website and social media, you can cast a wide net in your local customer pool.
Business Website
A well-designed website can do a lot of heavy lifting for your business. For starters, your website should include a few essential pages:
- “About Me”: Introduce yourself to your customers and include credibility-boosting info like your education, experience, and background
- Portfolio: Show off the full range of your work, showcasing any specialties you have
- Contact Info: Provide an easy way for clients to reach out and ask questions
- Booking: Give customers access to your calendar and allow them to book appointments using a service like Calendly
Once you have your site, claim your free Google Business Profile and list all of your essential info, including your business address, website, phone number, business hours, and photo samples.
Bonus: Encourage customers to leave Google reviews, too, so you can showcase your rating on your site.
Social Media
A Pew Research Center study said 83% of U.S. adults use YouTube, 68% use Facebook, and 47% use Instagram. Social media is a free and easy way to promote your business and reach a wide audience.
Set up social media accounts across multiple platforms using your business name as your handle. To manage your posts, try a tool like Buffer that allows you to schedule across your accounts.
Once you have everything set up, you can start cranking out content! The best part? You’re producing new content every time you snap a photo. Try these ideas for engaging with your social media audience:
- Post behind-the-scenes videos of your sessions
- Share portfolio highlights to showcase your best work
- Showcase customer testimonials and stories
- Create video blogs about your photographer journey and how you started your business
- Engage followers with interactive posts like Q&As, surveys, and quizzes
Looking for more ways to optimize your photography marketing? Check out our free photography business plan.
4. Focus Your Photography Marketing On Client Retention
Getting customers is only half the battle — the other half is retaining them. Try these methods for keeping your photography business on your clients’ radars.
Collect your customers’ email addresses through a sign-up widget on your website and send monthly newsletters featuring news about your recent photo sessions, customer testimonials, seasonal offers, and professional photographer tips. Streamline your email schedule with affordable management software like Sender.
Reward Programs
Give customers a reason to come back by offering discounts when they book future sessions. This can include a free add-on service, a bulk discount, or extra prints. You can also offer a referral program with discounts for existing clients and the new ones they bring in.
Special Pricing
Add even more value to your services by creating deals based on seasonality and bundled services. Try out a few of these deals to keep customers coming back:
- Discounted pricing for customers who schedule another photoshoot at the time of service
- Offer life-event packages with special rates when bundling (e.g., engagement, wedding, and anniversary photos in one bundle)
- Provide deals for schools that hire you for all of their sports team photos and events
5. Increase Your Local Visibility
Marketing your photography business locally is a high priority if you want to book gigs.
Browsing local events like fairs, festivals, or fundraisers allows you to see what’s happening in your area. Reach out to the organizer about photographing the event.
These events also give you networking opportunities with attendees. Pass out business cards, brochures, and coupons for visitors to book with you or refer you to their friends.
You should also join your local Chamber of Commerce chapter to network with other business owners. You never know when an opportunity to collaborate might arise!
Don’t forget your photo release form when you start snapping shots in your community!
FAQs about Photography Marketing
How Can I Make More Money as a Photographer?
- Teaching photography classes or workshops
- Selling your images to stock photo websites,
- Specializing in a niche (i.e., weddings, photojournalism, wildlife, and more)
- Selling high-quality prints of your work
- Working as a freelancer and offering your services on Upwork or Fiverr
- Entering photo contests with cash prizes
How Much Do Photographers Make?
Per ZipRecruiter, a photographer makes an average salary of $42,345. However, you can make more money with effective marketing strategies, such as attracting customers with exclusive offers, incorporating simpler booking tools, and photographing local events.
