Whether you are new to the photography game or a well-seasoned expert, there are plenty of reasons to consider your marketing strategy. Marketing and branding can be two of the most challenging aspects of running a profitable photography business.
While you may be technically brilliant, many photographers make the error of letting their marketing slip when things get busy. This could not only result in fewer leads and profit but also not allow you to reach your full potential.
Even though you might not immediately see the benefits of marketing, it is a powerful tool that will pay off over the long term.
Here are some tips to help you succeed in your marketing endeavours for your photography business.
1. Define your target audience
One of the critical elements of marketing your photography business is determining your target audience. By defining your target audience, you can find your unique voice and find out what marketing content resonates with them.
Conducting a SWOT analysis is one effective way to approach finding out your target audience. Essentially, this analysis helps you realise what you’ve got to work with by establishing strengths, weaknesses as well as opportunities and threats that apply to your business.
For example, if a strength of your business is that you are skilled at wedding photography and there is an opportunity in the market, then your target audience may be people planning weddings. But if the market is saturated with other more established photography businesses, that may pose a threat.
Keep your passions in your personal brand of photography and only focus on marketing what makes sense for your business. Trying to do it all will likely not work.
2. Build a strong brand image
Your brand is crucial to your business’s success. While important, your brand is not just your company name and logo – your brand is much more than that.
It’s the impression you make on potential and current clients when they view your work. It doesn’t just concern the style of your photographs. This includes everything, from the website design to the copy on your marketing materials.
It is essential to spend time developing your brand image in the market. This will allow you to reach your target market. A clearly defined brand signals the right customers.
Branding communicates with people subconsciously. Consider some of the most well-known brands in your life and think about what makes them stand out. Even if you’ve never used these products or services, you will have strong associations, and that’s what you aim for.
3. Create a well-organised customer database
After identifying your target market, you can begin building your client database. This is the space where you’ll be able to keep track of all your clients and prospects.
Marketing for photography requires a well-organised database, making it easier to regenerate leads from past clients.
It’s a fantastic way to remind clients who have not seen you in a while. You can send them a personalised follow-up email or tell them about specialised offers.
Insightly and Dubsado are two particularly easy-to-use databases with photography businesses in mind. Not only will they help you with your project and client management, but they have other features such as invoicing and reporting.
4. Make sure you have a current website to showcase your work
One of the best photography marketing strategies is displaying an online portfolio on your website.
Your website should include a section that showcases your photos and contact information and a section that describes your services.
It’s also essential to include a section about you, your business journey as well as your photography goals.
You can create a blog section for your website if you wish to share behind-the-scenes shots or are particularly apt at content creation. You could even describe the session or the experience that your clients had.
Blogs and content, in general, can help you position yourself as an expert in your field, which can benefit you and your company. This will also increase your SEO (Search Engine Optimisation), making your website appear higher in Google search results.
5. Create a referral program
One of the biggest generators of marketing leads for photography businesses is word of mouth. Creating a referral program can help incentivise this for customers and can be a great marketing approach to boost your business. Give exclusive offers and perks for people who will advertise your business for you as that kind of advertising is gold in the photography industry.
6. Sort out your business insurance early… and advertise it.
Although you might be eager to start, it is crucial to have the basics in place before starting any marketing strategies.
Sometimes things do not go to plan despite your best intentions, and you may need photographer insurance in place for when those situations arise.
One of the most popular types of insurance for photographers is Public Liability insurance*.
Public Liability insurance is designed to cover legal fees and compensation costs if a third-party claims against you for injury or damage to their property as a result of your alleged negligent business activities. So, if somebody trips over your tripod and sprains an ankle, you’ll have the protection in place if they make a claim.
Another reason to get your photographer insurance sorted, besides being protected, is that some clients will not work with you without it. These safeguards are there to provide financial protection in these situations, and some people may want these assurances in place before they sign a contract with you.
Advertising that you are covered may help you land clients apprehensive about taking on the risk of working in a studio.
*This information is general only and does not take into account your objectives, financial situation or needs. It should not be relied upon as advice. As with any insurance, cover will be subject to the terms, conditions and exclusions contained in the policy wording. © 2022 BizCover Pty Limited, Public Liability Australia is a business name of BizCover Pty Ltd (ABN 68 127 707 975; AFSL 501769)
