Whether you want to make photography a lucrative career or just a fun side hustle, there’s one thing you need for it to be more than a hobby- paying clients.
Just about every sector of the photography business is booming. Let’s walk through 10 specific things you can do to attract new clients and get your share of this industry growth.
1. Build a Strong Online Portfolio
You need a professional, easy-to-navigate website showcasing your best work. Categorize your images by niche (e.g. weddings, portraits, commercials, etc.) show your range of skills. Let them really get to know you and your work, especially the best and newest projects that you’ve completed.
Social media is great, but it’s not enough. A website is important for SEO and to build trust with your potential clients. Be sure to include multiple ways for potential clients to contact you.
2. Use Social Media Strategically
Post regularly on platforms like Instagram, TikTok, and Facebook. Use relevant hashtags, create behind-the-scenes content, and share client testimonials. If you consistently post valuable content, followers will want to see more from you and think of you first when they need a photographer.
Social media isn’t just for pictures and videos- sharing blog articles about your process, photography tips and tricks, or fun stories from bookings can help you gain new followers and with connect with the ones who already love your work.
Link your profile pages to your website. Other than search engines, social media is the easiest way for people to find you and get a feel for your work.
3. Offer Referral Incentives
Create a referral program that rewards current clients (e.g. a discount or free prints) for bringing in new clients. Encourage previous clientele to share your content, book you again, and recommend you to their friends and family.
Every new client is a lead-generator. A discounted photo package or a giveaway contest every now and then are easy ways to gain new clients.
4. Network with Related Businesses
Commercial photography for corporations is the highest paying category, shortly followed by weddings, then fine art photography. Partner with wedding planners, event venues, makeup artists, real estate agents, etc. who can refer their clients to you.
Besides the obvious advantage of other industry professionals sending you leads, networking is a nice way to collaborate with the same partners multiple times. This familiarity can make your work easier and make shoots run more smoothly.
These partnerships also lend you more credibility with potential clients. They may not know you, but they trust the other professionals with whom they are already entered a contract. If the wedding planner or realtor says you’d be a good match for their client, they’ve practically made the sale for you.
5. Run Local Ads and Promotions
When you find that one of your posts (marketing material, photo from a shoot, or anything else you shared) really strikes a chord with your audience, paying to boost its visibility can help you gain serious traction. Use Facebook Ads, Google Ads, or local print ads with compelling offers to attract first-time clients.
Maximize your reach with what your specific audience loves from you. Really pay attention to your targeted demographics when paying for ads- Focus on reaching your ideal client, not people who are too far away or aren’t in your niche market.
6. Attend and Shoot Local Events
Volunteer or offer discounted rates to shoot local events — it gets your name out there and helps you build your portfolio. Contact the organizers for the event directly. If they already have a photographer booked, you can still make a connection and get your foot in the door for next time.
Share the photos you took and follow up with your new contacts. The more positive encounters they have with you, the better.
Even if this lead doesn’t seem to pan out, you’ll be sharpening your skills, building your portfolio, and showcasing your community.
7. Get Listed in Directories
Join photography directories (The Knot, Thumbtack, Yelp, or local business listings) to put yourself in front of more potential leads. These directories have their own followings and their websites are designed with SEO in mind; let that work to your advantage.
This strategy is great for all the same reasons as we discussed in number 4, but casts a wider net to include people in the earlier stages of planning or who may have a more hands on approach to their project/event.
8. Ask for Reviews and Testimonials
Collect positive reviews on Google, Facebook, and your website to build trust with potential clients.
The nice thing about photography is that if you do a great job, your clients will be excited to share your work for you. People love bragging about what a great choice they made; let them brag about choosing you!
9. Email Marketing to Past Clients
Stay in touch with past clients through newsletters featuring your latest work, seasonal promotions, or mini-session announcements.
People are creatures of habit and generally like working with someone they already trust. All you have to do is keep honing your skills and remind clients that you’re available for next time they need a photographer.
A short email or the right deal could be the little nudge a client needs to update their family photos, book senior portraits, or have the Christmas card ready in time.
10. Run Limited-Time Mini Sessions
Offer themed mini sessions (e.g. holiday, family, pet portraits) that are time-limited and affordable to attract new clients quickly. Let them know how long it will take and how many edited photos they can expect.
Leaning into a seasonal or trendy idea could gain lots of bookings that you can knock out quickly. For example, a family may not be interested in formal portraits, but would be happy to spend 15-30 minutes to get 3 great pictures of their kids playing in fall leaves.
As a bonus, let’s troubleshoot some reasons why you may not be getting booked as much as you’d like.
- Does your website look outdated or lack clear booking information?
- Does your portfolio showcase your best work, or is it disorganized and no longer not up to scratch?
- Is the market niche you’ve been chasing saturated in your area? Look at your competition and find a way to stand out or specialize.
Now get out there and grow your business!