Bottom Line: Your talent as a photographer is only part of the equation. Actively pursue client referrals, invest in a robust online presence, and balance organic and paid strategies to keep the pipeline full.
If you’ve figured it out by now, simply relying on your photography skills isn’t enough to attract more clients. Clients do not fall from the sky; if you haven’t started yet, now’s the time to put your feet on the gas pedal and take action.
With so many niche photography options available, this article will focus on the top of the funnel for growing your business, rather than on a specific photography niche.
In every business, consider the three methods for growth:
- Word of Mouth
- Organic
- Paid
Word of Mouth: About 50% of your business comes from your photography skills and the work you produce. You invest in yourself—your skills, knowledge, and lifestyle—to create amazing images. That’s great, but here’s where it gets hard. On average, only about 3 out of every 100 clients will actively promote your business to friends, either when asked for a recommendation or when they see someone asking. While this is beneficial, relying solely on recommendations isn’t sustainable, as it requires significant time and effort to generate a steady stream.
What you need to do is actively develop this side of the business. Ask for recommendations directly. For example, if you’re a wedding photographer, ask your clients to recommend you to their friends or colleagues in the marketing department. For commercial photographers, reach out to clients in related departments who might have similar projects.
Secondly, ask for reviews. Reviews last forever, and the sooner you collect them, the quicker you build authority. Photographers often know what needs to be done yet fail to act; so, grab the phone or send an email and request referrals. A simple message might be: “Hey John, it was great working with you, and I’m thrilled you loved the pictures. I was wondering if you could recommend us to any friend getting married this year or any colleague who might have similar projects.”
Organic: Leverage word of mouth alongside other marketing initiatives to build your organic client base. This means attracting people who find you through review sites (such as Google, Yelp, or professional sites like Houzz). Testimonials from satisfied clients on your website and social media help build authority and encourage inquiries.
A professional website is crucial—regardless of the number of clients or the type of work you do. It serves as proof that you exist. Many potential clients begin their search on your website, so make sure it is kept up to date.
SEO is equally important. If you believe SEO is only for other businesses, consider how many new clients a high-authority website can attract each month. Investing in a good SEO company may generate serious business. Additionally, as AI tools like ChatGPT draw information from high-ranking websites, imagine the impact of ranking among the top photographers when someone asks, “Who is the best retail store photographer in New York?”
Paid: As a consultant for photographers worldwide, I strongly recommend investing in paid marketing when your business is buoyant enough to support it. Marketing is an ongoing investment, especially when referrals and organic growth take time. Paid advertising might look different for every business—some may run social media ads during a promotion or at the beginning of the season, while others might showcase portfolio samples and creative goodies. In the old days, we printed our best work on mouse pads and sent them to clients, which often resulted in repeat orders. The key is to be creative and try different channels to grow your client base.
So, long story short, take an active position in growing your business. Even the organic and word-of-mouth methods require you to take definitive actions. Start by writing your 90-day plan outlining the steps you will take to acquire more clients. At the end of each quarter, evaluate your progress: Is your SEO improving? Did you get the referrals you requested? Is it time to reach out to your latest clients for their support? Are you open to new creative ideas?
