How to Market Your Photography Business: Proven Strategies for Success

Building a successful photography business takes more than mastering your camera or curating the perfect portfolio. You may have all the talent in the world, but without a solid marketing plan, it’s challenging to stand out in a competitive industry. Marketing your photography business is about doing a variety of things consistently to grow your audience and client base. Inevitably when we get questions from a photographer struggling to market and we ask them tell us all the marketing things they are doing on a regular bases - that list falls short. A one-size-fits-all approach rarely works, and to see results, you’ll need a multi-faceted strategy that touches on various aspects, from having a professional-looking website to leveraging social media and networking.

This blog post will walk you through key marketing strategies that, when executed consistently, can transform your photography business into a profitable and sustainable venture.

Want even more? Grab our $39 Marketing Course

1. Develop a Professional-Looking Website

Your website is the digital storefront of your business. Whether you specialize in wedding, maternity, newborn, senior, boudoir, or family photography, your website should be the central hub for showcasing your work and making it easy for potential clients to get in touch. Here are key components of a professional photography website:

a. Portfolio Showcase

Your website needs to feature a curated portfolio that highlights your best work. This is the first impression most potential clients will have of your business. Instead of overwhelming them with every image you’ve ever taken, choose a selection of images that represent your brand and expertise.

b. Clear Call to Action (CTA)

What do you want people to do when they land on your site? Make sure there are clear CTAs like "Book a Session," "Contact Us," or "View Pricing" buttons on your website. Visitors shouldn’t have to hunt for a way to reach out to you. Every page should guide them toward taking the next step.

c. User Experience (UX)

Your website should be easy to navigate, with fast load times, and a mobile-responsive design. Nothing will drive potential clients away faster than a clunky website that’s difficult to use on their phone or tablet. Investing in UX design will improve user engagement and make your business appear more professional.

d. Brand Consistency

Your website should reflect your overall brand, including your logo, color scheme, tone of voice, and imagery. Cohesive branding helps potential clients remember you, which is crucial when they’re comparing multiple photographers. Use consistent fonts, colors, and messaging across your website, social media, and print materials. Make sure all of your visual branding, images, and copy reflect the brand and pricing you want out there.

2. Search Engine Optimization (SEO)

SEO is the process of optimizing your website so it ranks higher in search engine results. When someone searches for "maternity photographer in [Your City]" or "newborn photography packages," you want your website to show up on the first page of Google. Here’s how you can make that happen:

a. Keywords

Identify the key phrases that potential clients are using to actually search for your services. These could be location-specific terms like “San Diego family photographer” or service-specific terms like “luxury newborn photography.” Once you’ve identified them, make sure they appear naturally in your website’s content, including in your headings, image descriptions, and blog posts.

b. Blogging

Regularly posting blogs related to photography and the services you offer can significantly improve your SEO ranking. Write about common questions your clients ask, share behind-the-scenes insights into your shoots, or offer tips for new moms preparing for their newborn session. Blogging not only helps with SEO but also establishes you as an expert in your field.

c. Optimize for Local Search

If you operate in a specific geographic area, local SEO is a must. Claim and optimize your Google My Business listing to increase your visibility in local searches. Make sure your contact information, hours of operation, and services are accurately listed.

3. Social Media Marketing: Instagram and Facebook

Social media is one of the most effective tools for promoting your photography business, but the key is consistency. You don’t have to post every day, but you should post regularly enough that people don’t forget about you and you show you are working consistently. Here’s how to leverage Instagram and Facebook:

a. Instagram: A Photographer’s Dream Platform

Instagram is built for visual storytelling, making it the perfect platform for photographers. Not sure what to post? Both our monthly marketing subscription and monthly membership include our beloved Social Media Map Pack to give you 5 new hooks, fill in the blank captions/copy, and reel/post ideas done for you each month.

Here’s how you can use IG to your advantage:

• Post High-Quality Images: This may seem obvious, but consistency in quality is key. Only post images that align with your brand and the type of work you want to attract.

• Engage with Your Audience: Instagram’s algorithm favors accounts that have high engagement. Like, comment, and respond to messages and comments regularly to build a community around your brand.

• Use Instagram Stories and Reels: Stories and Reels allow you to show a more authentic side of your business. Share behind-the-scenes footage from shoots, tips for posing, or even moments from your daily life as a photographer. Stories disappear after 24 hours, so use them to showcase what you’re working on in real-time.

• Hashtags: Use a combination of popular and niche hashtags to expand your reach. For example, #newbornphotography or #maternityphotographer combined with location-based tags like #NYCphotographer.

b. Facebook: Community and Connection

While Instagram may get the spotlight, Facebook remains an essential platform, particularly for connecting with local clients and communities. Here’s how to maximize it:

• Join Local Groups: Facebook has countless local community groups where people look for recommendations. Become an active participant in these groups by answering questions, offering advice, and sharing your work when relevant. Keep in mind in most Facebook groups being authentically engaging without promoting your business every post is where you’ll shine, especially as a lot of clients posting in those groups looking for photographers may be at a budget level that doesn’t align with your profitable pricing.

• Share Client Testimonials: Facebook is an excellent platform for sharing client stories and reviews. Positive testimonials build trust and credibility for potential clients considering your services.

• Facebook Ads: With Facebook Ads, you can target a specific demographic based on location, age, interests, and more. It’s a cost-effective way to reach potential clients who are actively searching for photography services in your area.

4. Referrals: The Power of Word-of-Mouth

In a service-based business like photography, word-of-mouth referrals are one of the most powerful tools you have. Satisfied clients are your best advocates. Here’s how to make the most of them:

a. Ask for Reviews

Don’t be shy about asking happy clients for reviews, whether on Google, Facebook, or directly on your website. The more positive reviews you have, the more trust you build with potential clients.

b. Referral Programs

Implement a referral program that incentivizes your clients to refer new business to you. Offer a small gift, credit towards their next session, credit towards artwork, etc. for any new clients they send your way. Clients who love their experience with you will be happy to spread the word.

5. Local Networking: Relationships Matter

While digital marketing is essential, don’t underestimate the power of local, face-to-face connections. Building relationships within your community can open the door to long-term business opportunities. Here are some ways to network locally:

a. Collaborate with Local Businesses

Partner with local businesses that cater to your target audience. For example, if you specialize in maternity or newborn photography, collaborate with local baby boutiques, pediatricians, or doulas. You can offer mini-sessions to their clients or co-host a local event. And don’t forget to support them on social media, authentically engaging with their content and audience in a way that attracts your ideal client.

b. Attend Networking Events

Attend local business networking events and introduce yourself as a photographer. Have business cards ready to hand out. These personal connections can lead to referrals, collaborations, and, ultimately, more clients. Even other photographers who don’t photograph the same genre as you can be so helpful. For example, getting referrals from wedding photographers, as a newborn photographer, when their clients begin having babies.

6. Focus on Repeat Clients: Building Long-Term Relationships

While attracting new clients is essential, nurturing relationships with past clients can lead to repeat business and higher profits. Here’s how to keep them coming back:

a. Client Experience

From the first point of contact to the delivery of their photos, ensure that your clients feel valued and cared for throughout the entire process. The better their experience, the more likely they are to return for future sessions and refer you to friends and family. Download the list and links to everything in our client welcome box here.

b. Stay in Touch

Send follow-up emails after a session, thanking clients for their business and checking in on how they’re doing. Consider offering a thank you credit at the end of the year for returning clients or exclusive access to seasonal mini-sessions.

c. Create a Client Newsletter

One of the best ways to stay top-of-mind with previous clients is through an email newsletter. Share upcoming promotions, session openings, photography tips, and recent work. Keeping in touch ensures you remain a part of their lives for all future milestones, from maternity and newborn photos to family portraits. Our monthly marketing subscription & monthly membership include a done for you (copy and design) email template you can import to Flodesk (sign up and grab our discount here to save big each month) with one click and send to your clients each month, booking sessions each time you do.

Consistency is Key

It’s important to remember that no single marketing strategy will magically skyrocket your business. Success comes from consistently implementing these strategies and allowing time for them to work. Whether you’re working on your website’s SEO, building relationships on Instagram, or networking with local businesses, the key is doing it regularly & with a consistent schedule.

Marketing your photography business requires patience, dedication, and a willingness to experiment with different tactics. Not every approach will yield immediate results or be right for every photography brand, but with persistence and creativity, you’ll see growth over time.

To succeed in this industry, it’s not just about being a great photographer. It’s about becoming a smart marketer, too. By taking a consistent, multi-pronged approach to marketing, you’ll build a brand that clients trust, recommend, and return to time and time again.

Happy Marketing to you!
-Jenny & Allison

If you're looking for a place where business advice meets real talk, welcome to TPPS.

Inside our private membership, you’ll find resources that actually work, a community that gets it, and experts who’ve transformed hundreds of businesses (yes, for real).

From easy-to-use templates to pricing strategies that make sense, we’re here to help you build a business you love—and one that loves you back.

Perks include:

• Exclusive education from industry leaders

• Downloadable tools to save your sanity

• A supportive community to cheer you on

• Pricing, marketing, and branding advice that works
  
  

  Sound like your kind of vibe?