22 Ways to Market Your Photography Business for More Clients
Everyone already knows about referrals when it comes to marketing your photography business.
Word of mouth and referrals are #1.
But outside of referrals and word-of-mouth marketing, there are many other great marketing ideas (some with a very NON-salesy approach).
As a photographer, you need to have a few go-to marketing strategies so you can switch it up every once in a while.
So that’s why I’ll share 22 marketing ideas to help you book more photography clients!
Why You Need Marketing to Get Photography Clients
Getting clients for your photography business isn’t as simple as taking great photos. You need to show people your work and convince them to hire you.
Marketing helps you reach more potential customers. Without it, you’re relying on luck and word-of-mouth to find work.
Think about it – how will people know about your amazing wedding photos if they never see them? Marketing puts your work in front of the right eyes.
Here are some more key reasons why you need marketing:
- Let people know you exist!
- Helps you reach and connect with your target audience
- You can get more bookings and increase your income
- It helps you build trust with potential clients
- Been proven to help you stand out from other photographers
Let’s look at some numbers. Photographers who market regularly get 30% more clients than those who don’t. That could mean an extra $10,000 or more per year!
Your marketing efforts also help you build a brand. Let’s say you’re a wedding photographer. When people think “wedding photographer,” you want your name to pop into their heads.
Clients can’t hire you if they don’t know you exist. Marketing is your way of waving your hands and saying, “Hey, I’m here!”
Because the more you put yourself out there, the easier it is for you to be top-of-mind.
Alright, now that we know why you need marketing as a photographer, let’s explore the how.
1) Optimize Your Website
If you don’t have a website yet, you’re missing out.
Your website is the virtual house of your photography business. Without an online address, your business is homeless.
Many photographers get away with only doing business on social media. But after a while, it can start to look unprofessional. This can be acceptable for a beginner photographer.
But eventually, you’ll want a more established way of doing business OUTSIDE of people’s DM’s.
We recommend Pixieset to start. You can build a portfolio and website for people to book you. Once your account is put together, you can put the link to it in all of your social media bios.
After your website is up and running, it’s time to optimize it.
Here Are Some Pointers for How Your Website Should Look:
- Keep your site simple and clean. Don’t overload it with too much text. Instead, let your photos do the talking. Show off your best shots right on the homepage.
- Make your site easy to use. Visitors should be able to find what they’re looking for quickly. Put your contact info and pricing in obvious spots.
- Get your website found in search engines. Use keywords that describe your services, like “wedding photographer in Chicago” or “family portrait artist.” This will help people find you when they’re looking for a photographer.
- Think about how your site looks on phones and tablets. More than half of web traffic comes from mobile devices now. Your site looks good on small screens too.
- Add a way for people to book you right from your website. This could be a contact form or an online scheduling tool. The easier it is to book, the more likely people will do it.
2) Engage as Much as You Can on Social Media
Social media is your best friend for free marketing.
The more you post, the more eyes you’ll get on your photography business.
Share different types of content to keep things interesting. You could post sneak peeks of recent photoshoots, tour your studio, or show off your new camera gear.
Don’t forget to post client reviews too.
Let’s say Sarah loved the wedding photos you took of her. Share her glowing feedback for others to see.
Mix it up between your professional and personal accounts. On your work account, keep things polished and showcase your best pictures. On your personal account, be more relaxed and show the person behind the camera.
Remember to interact with others as well. Like and comment on posts from other photographers or potential clients. Join photography groups and share what you know with others. Every bit of networking helps.
Also, consistency matters a lot.
If you post three times a week on Instagram, stick to that schedule. Your followers will start to expect and look out for your content.
And don’t just post and run.
Respond to comments, answer questions, and maybe even create a private Facebook group for your clients. This builds a community around your brand.
3) Build A Customer Database
An unspoken rule for photographers should be “relationships over connections.”
When you build a relationship with your clients, you’ll most likely be the photographer they go to every time for years.
Over time, you’ll want to keep an organized file of each photography client. This way, you’ll know:
- Who has a bigger budget
- Who has referred you to people
- Who hasn’t booked you in a while
- What each client wants and needs
- What they’re spending habits are like
- What type of marketing do they best respond to
- And what special occasions they might book you for
We use “customer relationship management” (CRM) software in our business.
This helps us keep notes on each client.
We recommend you do the same. Or come up with your own system that works for you.
Doing this helps you remember what past conversations were about during sessions and things to keep in mind for the future. These things are vital to nurturing the relationships you build with clients.
A customer database is helpful for building strong relationships, but it can also be handy when business is slow.
You can use it to reach out to those who support you and provide timely offers when you need to increase sales.
4) Offer Workshops at Local Events During Your Free Time
Photography workshops can be a great way to market your skills and find new clients.
Look for local events where you can share your expertise.
Any event involving food, craft fairs, art shows, or other community festivals is a perfect spot for a mini-workshop.
You can teach basic photography skills or show people how to take better photos with their phones.
This lets them see your teaching style and photo skills firsthand.
You can even do something we recommended already and create a private Facebook group for workshop attendees. It’s a great way to stay connected and share tips after the event.
Bring business cards and flyers to hand out. Make sure they have your contact info and social media handles. You can even offer a special discount for workshop participants who book a session.
Don’t forget to take photos during your workshop.
Share these on your social media to show potential clients what they missed. It might inspire them to join your next event.
And if you’re feeling stuck, try partnering with other local businesses. A coffee shop might let you host a “latte art photography” workshop.
Or team up with a pet store for a “pet portrait” class.
5) Network with Local Businesses
Getting to know other local businesses will absolutely lead to more clients.
Think about companies that fit with your photography style. For wedding photographers, this could be florists or caterers. Family photographers might connect with kids’ clothing stores.
Make a list of five local businesses that match your work.
Reach out to them and suggest ways you can team up. For example, you could offer to take photos for their website in exchange for them recommending you to their customers.
Visit these businesses in person.
Bring your business cards, but don’t show up empty-handed. Come prepared with ideas on how to improve something in their business.
Ask questions and talk about how working together could help you both get more customers.
Join your local chamber of commerce or business groups. Attend meetings and get to know other business owners. You might find someone who needs product photos or headshots for their team.
Remember, networking is about building relationships. Be genuine and look for ways to really help others. When you do, they’ll be more likely to send clients your way.
You can’t go wrong if you GIVE and share with others and offer value.
6) Email Newsletters Are Great for Marketing Your Photography Business
Email newsletters are a powerful way to stay in touch with your photography clients.
Start by creating an email list of past and potential clients.
Choose an email service provider like MailChimp, MailerLite, or ActiveCampaign. These tools make it easy to design and send professional-looking emails.
Decide how often you’ll send your newsletter. Once a month is a good starting point. This keeps you in touch without overwhelming your subscribers.
Share valuable content in your emails.
You could include:
- Photography tips
- Behind-the-scenes looks at your shoots
- Special offers for your services
For example, you might write, “Here are 5 tips for taking better sunset photos with your smartphone.” This gives readers a reason to open and engage with your emails.
Encourage referrals through your newsletter. You could say, “Refer a friend and get a framed 8×10 print at your next session!”
Finally, track your email performance. Look at open rates and click-through rates to see what kind of emails better resonate with your audience.
7) Partner with Local Models & Influencers
Teaming up with models in your area has many benefits, especially if they’re influencers.
Offer them a free photo session in exchange for sharing your work on their platforms.
This can help you get more photography clients by exposing you to their followers while helping them build their portfolio and yours.
But you have to find a way to make it a win-win. Otherwise, they have no reason to collaborate with you.
Also, choose the models and influencers you work with carefully.
- Look for those who align with your brand values and what you stand for.
- Be clear about what you can both expect from the partnership. (If you want to be extra safe, write up a contract!)
Maybe you want them to post 3 photos and tag your business. Or you just need some new photos for your portfolio.
In return, you’ll provide them with high-quality images for their feed.
But as I said, influencer partnerships are a two-way street. Be prepared to offer them value as well.
8) Partner with Businesses Who Have The Same Audience
It’s important to thoroughly know who your target audience is for this marketing idea to work.
- Where do they shop?
- Where do they go out for food?
- Who does their hair?
- What do they do for fun in the area?
Once you have all of this data, you’ll be able to propose a co-marketing plan to the businesses they spend money at!
For instance, if your clients go to a specific hair salon, partner with them and ask if they can refer clients to you once they’ve done their hair.
People love pictures of themselves when they look great, so this could be a pretty easy ask!
Also, you could create a photo package that includes hair and makeup before a session.
Or whenever you get booked for an engagement photo session, you can refer those clients to that hair salon, barber shop, or makeup artist you’ve partnered with for the clients’ wedding day.
This is a win-win situation because although you and the other business owners have the same target audience, there’s no competition!
9) Create a Referral Program
A referral program will help you market your photography business.
It’s a great way to get new clients through word-of-mouth. You can offer rewards to clients who bring new customers to you.
You could offer a free 8×10 print or a gift card for each referral. This would encourage happy clients to spread the word about your work.
I also recommend using social media to promote your referral program. Rather than giving discounts, think about perks, bonuses, and gifts!
This can also be another way to set you apart from other photographers. People are more inclined to purchase an expensive thing because of the add-on they’ll get.
Business Tip: Remember to thank clients who refer others. A personal note or small gift can go a long way. It shows you value their support and keeps them coming back.
Track your referrals to see what’s working.
You might find wedding clients refer more often than family portrait clients. Use this info to tweak your program.
Also, don’t forget to mention your referral program during photo sessions.
A quick reminder can spark interest and lead to more referrals.
10) Make and Share a Photo Styling or Posing Guide
Getting ready for a photo shoot can be nerve-wracking. You can ease your clients’ worries by creating a helpful guide.
Put together a simple styling or posing guide with tips and tricks.
Include things like what colors look best on camera or how to stand to look your best.
Offer this guide as a free download on your website and ask for an email address in exchange. This way, you get contact information for potential clients.
You could also send it to every client after they book you.
Your guide could include sample poses for different types of shoots.
For a family session, you could create Pinterest boards for what to wear, the different poses, and other creative ideas. This shows that you’re thoughtful and care about the details of every session.
You’ll also be taking pressure off of the clients.
Maybe you have a signature pose that always wows clients. Include it in your guide to show off your style. I recommend 5-10 key tips that are easy to remember and use lots of pictures to show what you mean.
Sharing your expertise builds trust with potential clients. They’ll see you as helpful and knowledgeable before they even book you.
Plus, you’ll be actively growing your email list.
11) Offer Seasonal and Holiday Specials
The holidays are a perfect time to increase sales in your photography business.
People love booking Holiday mini-sessions, and since every other photographer will be offering them, you should, too!
But, to set yourself apart from other photographers, think of a different element you can add to your mini sessions.
I’m talking:
- New backdrops
- Building a unique set design
- Offering creative edits to their pictures
- Booking an Airbnb for a weekend of mini-sessions
- Shoot at unique locations other photographers don’t have access to
Think outside the box with these ideas. The more unique and creative you are, the easier it is to distinguish yourself from others.
Post your promos on Instagram, Facebook, other social platforms, and your email list. Use festive images and templates that match the season.
In the past, I have used a two-week window to create urgency and encourage bookings.
12) Feature Client Testimonials and Reviews
Happy customers are your #1 and best advertisers.
Ask clients to share their thoughts about your work after a photo session. It’s a perfect time when they’re excited about their pictures.
You can request written reviews for your Google Business Profile and Facebook pages.
These reviews also help new clients find you online. To get these reviews, send a quick text or email with links to make it easy for them to leave you a review.
Also, video testimonials add a personal touch to your marketing.
A short clip of a client talking about their great experience can be super convincing.
I also recommend reaching out to past clients too.
They might have lovely things to say about how they’ve enjoyed their photos over time. Maybe the family portraits you took are now hanging in their living room.
Put these testimonials front and center on your website and social media.
You could feature a different happy client each week. This would keep your content fresh and show off your diverse portfolio.
Real stories from real people pack a punch.
13) SEO Works and Can Help Your Photography Marketing
SEO (search engine optimization) can help your photography website appear in search results.
This means more people can find you when looking for a photographer.
Start by using keywords in your website text.
Consider what people might search for, like “wedding photographer in Chicago” or “family portrait sessions.”
Sprinkle these phrases into your page titles, headings, and photo descriptions. But don’t overdo it. Keep it natural.
Also, make sure your website loads fast.
Nobody likes a slow website. You can shrink your photo file sizes to help with this.
And if you don’t have one yet, create a Google Business Profile. It’s free and can help you appear in local searches. For example, you might appear when someone searches for “photographers near me.”
You can even get other websites (where relevant) to link to yours. This can boost your local search ranking.
If you have the time and resources, write blog posts about photography topics. This will give you more opportunities to use keywords and show your expertise.
You could share tips or show recent shoots.
Website Tip: Use alt text for your images. This helps people and search engines understand what’s in your photos, and it’s also great for accessibility.
Finally, remember SEO takes time.
You won’t see results overnight, but stick with it. Your efforts can pay off with more website visitors and potential clients.
If you’d like more tips or help with SEO for your photography business, contact us, and we’ll see how we can help.
14) Attend Photography Trade Shows
Photography trade shows are great places to network and learn.
You can meet other photographers, vendors, and potential clients at these events, which occur in many cities throughout the year.
At trade shows, you can see the latest camera gear and software and try out new equipment before buying it.
This helps you stay up-to-date with what’s going on in the industry.
Many shows offer workshops and talks by expert photographers. When attending, you can pick up new skills and tips to improve your work.
These lessons can make your photos stand out to clients.
Bring business cards and samples of your work to share. You might meet someone who is looking for a photographer like you.
And some attendees could be future collaborators or mentors.
Many trade shows often have job boards or hiring events. You could find new gigs or even full-time positions.
It’s a chance to get photography clients directly.
Don’t forget to follow up with people you meet after the show. Send a quick email or connect on social media. This helps build lasting relationships in the industry.
If ticket prices are high, maybe consider volunteering at a trade show if they’ll let you. You’ll get free entry and a behind-the-scenes look at the event.
15) Sponsor a Community Event
Want to promote your photography business and make a positive impact?
Sponsor a local community event! This marketing strategy can get your name out there while supporting a good cause.
Look for events that match your style and target audience. A food festival could be perfect if you’re a food photographer.
If you do family portraits, consider sponsoring a school fair or youth sports tournament.
Your sponsorship can take different forms. You might offer a cash donation, provide free photography services, or donate prints for a silent auction.
Whatever you choose, make sure your business name and logo are visible.
Set up a booth at the event to show off your work. Bring sample albums, business cards, and maybe even a photo backdrop for attendees to take fun pictures.
And offer a special discount or package deal for event attendees. This can encourage people to book your services on the spot or in the near future.
16) Give Away Branded Gifts to Your Audience
Want to make a lasting impression on your clients? Try giving away branded gifts!
It’s a fun way to say thanks and keep your business top of mind.
Think about items your clients will actually use. A water bottle with your logo could be perfect for an outdoor shoot.
Or how about a scented candle for those cozy indoor sessions?
You don’t have to spend a lot of money. Even small items like socks or keychains can work wonders.
But pick something that fits your brand and your clients’ lifestyles.
Timing matters as well. You could surprise them with a gift during the shoot or include it when you deliver their photos.
It’s like giving them a little bonus with their photos.
The goal is to make your clients smile and spread the word about your business. When their friends ask about the water bottle or gift, your name will come up naturally.
Plus, branded gifts can turn your clients into walking billboards. Imagine someone wearing your logo while out and about. It’s free advertising!
17) Join Photography Groups
These groups are full of people who share your love for photography and can help you learn new skills.
You can find photography groups on Facebook, Meetup, or through local camera clubs.
Some have hundreds or even thousands of members.
When you network and make new photographer friends, they’ll remember you whenever they need a second shooter.
Or if their photography niche differs from yours and their clients want what they want.
Sometimes, they’re unavailable to be booked and will send people to you instead of completely turning clients down. If this does happen to you, make sure to return the favor!
When you join these photography groups, try to connect with diverse photographers.
18) Advertise Your Business With Google Ads
Want to get your photography business in front of more potential clients?
Google Ads might be the answer. It’s a powerful advertising tool that can put your studio at the top of search results.
The best part?
Let’s say you’re a wedding photographer in Chicago. With Google Ads, you can target people searching for “New York wedding photographer” or “best wedding photos in New York.”
You can also set your daily budget. Maybe you should start with $10 a day and see how it goes.
You might get 5-10 clicks a day, which could lead to a new client or two each week.
Google Ads also lets you show your ads to people in specific areas. For example, if you only work in Rhode Island, you can ensure that your ads don’t appear for someone in Georgia.
You can even target by time. If you know most clients book on weekends, you can increase your budget for Saturday and Sunday.
Yes, it takes some time to get the hang of it. But with some practice, Google Ads are a great way to grow your photography business.
19) Teach Online Courses
Teaching online courses is a great way to show off your photography skills and attract more clients.
You can create courses on topics such as basic camera skills, editing techniques, or even niche areas like food photography.
Platforms like Udemy or Skillshare make it easy to set up and sell your courses.
You don’t need fancy equipment – just your camera, some basic editing software, and your knowledge.
Think about what you’re really good at. Maybe you’re a whiz at portrait lighting or have a talent for landscape composition.
Want to Book Clients and Earn Money as a Photographer?
Learn how with our easy-to-follow, hands-on video course. It’ll teach you how to take better photos so you can turn your passion for photography into income!
Build a course around your strengths and share your inside tricks.
Keep your lessons short and sweet.
Most people prefer bite-sized content they can watch in 5-10 minute chunks. Break complex topics into smaller, easy-to-digest videos.
And don’t forget to promote your courses on social media.
Share snippets or teasers to get people interested. You can even offer a free lesson to give potential students a taste.
Teaching online not only brings in extra income but also establishes you as an expert. This can lead to more photography gigs as students see your skills firsthand.
20) Create Behind-the-Scenes Content
People love to peek behind the curtain.
Sharing behind-the-scenes content can help you connect with clients and show off your process. It makes you more relatable and builds trust.
- Try posting photos or videos of you setting up for a shoot.
- You could share a timelapse of you editing a photo or arranging lighting.
- Even simple shots of your workspace can be interesting.
- Show off the gear you use.
- Talk about how you choose locations. This gives potential clients insight into your expertise and style.
- Share stories from photoshoots on your blog or social media.
- Tell funny anecdotes or describe challenges you overcame.
- Livestream while you work. You could even answer questions and give tips in real-time.
Don’t be afraid to show some bloopers or mistakes. It proves you’re human and can even be entertaining. Just keep it professional and lighthearted!
Also, respect client privacy.
Always get permission before sharing content from private shoots. You can also stage behind-the-scenes content just for marketing purposes.
21) Get Featured in Local Magazines
Getting featured in local magazines is a great way to show off your work and reach new clients.
Start by making a list of local magazines in your area.
Look for ones that cover topics related to your style of photography. For example, if you do wedding photos, check out bridal magazines.
Reach out to the editors of these magazines.
Send them an email with some of your best pictures. Tell them why your work would be perfect for their readers. You might be surprised how many are looking for fresh content.
Don’t forget about smaller publications either.
Local newspapers or community newsletters can be easier to get into. They often need good photos for their articles.
Once you’re featured, make sure to share it on social media.
You can say something like, “Check out my photos in this month’s City Life Magazine!” This helps spread the word about your business.
Being in a magazine gives you credibility. People trust what they see in print.
When potential clients see your work there, they’re more likely to book you.
But it might take a few tries to get featured.
Don’t give up if you don’t hear back right away. Keep trying and improving your pitch. Your photos could be in the next issue!
22) Reach Out and Follow-Up on Every Lead
Don’t let potential clients slip away!
Make it a habit to contact new leads quickly. Aim to reach out within hours or a day or two after they first first contact you.
When you contact leads, be friendly and personal. Try to make a real connection.
For example, you might say, “Hi Sarah, I loved hearing about your upcoming wedding. The venue sounds amazing!”
Show genuine interest in your potential clients’ needs. Ask questions about their vision for the photos.
This helps you stand out and shows you care about their project.
If you’re proactive and consistent, you’ll see your bookings increase.
Many photographers miss out on jobs simply because they don’t follow up enough. Don’t let that be you!
Now You Know How to Market Your Photography Business
You have a toolbox full of awesome marketing ideas for your photography business. It’s time to put them to work!
Don’t let these tips sit on the shelf, gathering dust. Pick one strategy and get started today.
Maybe you’ll create a referral program to bring in new clients. Or you might set up a private Facebook group to connect with potential customers.
But get started.
Stick with your chosen method for at least a month before you judge its effectiveness.
Here’s a quick plan to even get you started:
- Choose one marketing strategy
- Set a clear, measurable goal (e.g. “Get 5 new clients this month”)
- Take action every day for 30 days
- Track your progress
- Adjust your approach if needed
And don’t get stuck in planning mode. The best way to learn is by doing.
So jump in and give it a try!
Your photography skills are amazing. Now it’s time to let the world know about them. With these marketing strategies, you’ll book more clients over time.
