Being skilled at taking photos is not enough to sustain a branding photography business.

Building a client base is equally, if not more important. And that begins by putting yourself out there. You can join freelancing websites such as Fiver, Upwork, and Find A Photographer but there is a lot more you can do to stand out from the competition.

1. Show more of the types of images you want to create

By this I mean show images in your gallery and social feeds that you want to be shooting more of. That way when people see your work they will know what you specialise in.

For example if you are currently shooting families and weddings, but are trying to build a client base in personal branding photography, then start to show branding images in your portfolio so that people can relate to the style that you shoot. 

A strong and consistent brand communicates your expertise in that industry, increasing the probability of booking a client. For example, if you specialize in CEO headshots, having a portfolio full of those makes you more likely to be noticed by other CEOs. 

2. Create a lead magnet 

A lot people can be very reluctant and hesitant to book a branding shoot, and it is something that can take some people a long time to decide on before booking.

I offer my Branding Shoot Guide as a free download on website and my socials. It touches on topics like locations, wardrobe ideas, props and some other information that can reduce the overwhelm that some can experience in booking a shoot.

When they sign up, you then have an opportunity to nurture and educate them through your email sequence and be top of mind when they are ready to book their shoot. 

3. Join local in-person networking groups and events

Networking has been a really important aspect of my marketing strategy and business growth. There are alot of different types of networking groups. Choose the ones that align most with you and your business, and your ideal client aswel.

I prefer networking events with predominantly female small business owners, with a more social vibe.

I have joined a number of womens networking groups over the past two years, partly because there was alot of my ideal customers in there, and also because I wanted to meet more women in business for my own growth. Honestly it has been one of the best things I have done. Not only have I met so many clients through those networks, but I have also met so many amazing women that can relate to the same struggles as me and we have become a massive support network for each other. 

I also try to go to inperson events that are relevant to my industry. For example, one of my more interesting clients came from a Linkedin workshop I was attending. During the workshop we were talking about how important good imagery is for your brand, I mentioned I was a photographer and one of the other attendees booked in a session the next day!

You never know where and when your next client is going to come from so don't be scared to share what you do with people you meet at relevant events and workshops.

4. Incentivize Referrals 

Word of mouth is one of the strongest means of getting new clients as a branding photographer. Besides letting your work speak for itself, do not be afraid of asking your client to refer you to their loved ones and incentivize that by offering something in return. 

Photography-specific benefits like a certain number of points of credit on each referral that could ultimately be redeemed for a discount from you will not only amp up referrals but will also encourage more business from the first client.  

5. Collaborate with Other Businesses 

Branding photography integrates well with many other businesses and this can be leveraged to expand your client base. For example, collaborating with a website design company to offer combined packages to companies will provide you access to that business’s client base and make your offer more appealing. 

Other ideas are business coaches, copywriters, graphic designers and even makeup artists.

I collaborate with a business coach who includes a branding shoot in her package for coaching and outsources the shoot to me. Some of the time the clients purchase more images then included in their package which is an added bonus. 

Similarly, working (pro bono or not) for a charity or NGO will place you before the eyes of its clients, as well as build your brand identity in terms of who you stand with.  

Collaborating with other business exposes your images/brand to audiences that you would not be able to reach on your own

6. Offer ‘mini’ shoot days

This is a great option to offer clients who need to update their branding photos but maybe a bit nervous about investing in a full branding shoot - kind of like a try before you buy.

Also, some people might just need a few new images for to tide them over LinkedIn or on their About Me page. Then if you give them a good experience they will come back when they are ready for a full branding shoot.

These events can offer clients a low investment and pressure option, and can also provide you with a growing portfolio fo you are just starting out in the genre. 

7. Look after the clients you already have - happy clients give good referrals

Don't forget, once you have a good consistent flow of clients, take good care of them! Its easier and cheaper to service current clients then keep on chasing new ones.

Follow them on socials, share their new offers on your stories, tag them in your images, be their business cheerleader.

You could think about introducing subscription type packages, or like me, offer a discount for returning clients.

You can see more ideas here where I outline ways to look after your clients.

The Bottom Line

Getting new clients takes time, effort, and a lot of commitment. However, this aspect is extremely crucial in establishing yourself as a brand photographer. Start by recognising your niche, and follow that by cultivating a brand identity and social media presence accordingly.

Collaborations, mini shoots, and networking go a long way. There is more to it then simply posting on Instagram. A multi-faceted approach will get you the best results. 

Which of these strategies appeals to you the most? 

Now go start implementing!