As a branding photographer, one of the biggest challenges is consistently filling your calendar with ideal clients. You may have a busy month followed by a quiet one, which can make maintaining a sustainable business difficult.
Below is a detailed breakdown of some marketing strategies that I use in my own business and could help you grow your own branding photography business.
1. Attracting the Right Clients
The first step to building a successful branding photography business is attracting clients who are the perfect fit for your style and services. Instead of marketing to everyone, focus on identifying your ideal client. Who are they? What industries do they work in? What problems do they need solved with branding photography?
Once you’ve clarified your target audience, you can tailor your marketing messages to speak directly to them.
Use your portfolio and testimonials to show how your services have helped past clients enhance their brand. Feature case studies that tell the story of how your work made a difference for your clients' businesses. These targeted marketing efforts will help you draw in clients who value what you do and are willing to pay for it.
Actionable Step:
Define your ideal client and create a marketing strategy that speaks directly to their needs. Refine your portfolio to showcase work that aligns with your ideal clients’ industry or style.
2. Utilising Free and Easy Marketing Tools
You don’t need to spend a fortune to promote your photography services. There are plenty of free and affordable marketing tools that can help you build your brand and reach your target audience. Social media platforms like Instagram, LinkedIn, and Facebook are perfect for showcasing your work and connecting with potential clients.
Start by optimising your social media profiles to reflect your branding photography niche. I use scheduling tools like Plann or Later to consistently post content without spending too much time on it. Engage with your audience by sharing behind-the-scenes stories, tips, and client testimonials. This creates a strong online presence and attracts more leads to your services.
Actionable Step:
Optimise your social media profiles, post consistently, and engage with your audience to build relationships and drive inquiries.
3. Filling Up Your Calendar Consistently
One of the biggest struggles photographers face is the feast-or-famine cycle of client bookings. But with a solid marketing plan, you can achieve consistent inquiries and bookings. A key tool for maintaining a full schedule is email marketing. Building an email list allows you to communicate directly with potential clients who are interested in your services.
Offer a free resource, such as a branding photography guide or tips for a successful photoshoot, to encourage people to join your email list. I use The Ultimate Branding Guide (which you can see here) as my freebie.
Once people are on my list I send regular newsletters featuring whats going on for me that month, client spotlights content and occasional special offers.
Actionable Step:
Build an email list by offering a free resource, and use email marketing to stay top of mind with potential clients.
4. Building Lasting Client Relationships
While attracting new clients is important, retaining your current clients is just as valuable. Long-term relationships lead to repeat business and referrals, helping you build a sustainable brand over time. Your clients should feel valued and supported throughout their entire experience with you, from the initial consultation to the final delivery of images.
Ensure you provide a seamless and supportive experience that sets your clients up for success on shoot day. Offer helpful tips for preparing for the shoot and communicate openly to make them feel comfortable and confident.
I use resources such as a Client Welcome Guide, Shot and Prop Ideas List, and What to Wear Style Guide as a way to support and empower my clients through the shooting process and feel confident on shoot day. These resources are available to you here.
After the shoot, follow up with personalized thank-you messages and reminders of future services you offer, such as updated branding photos for new seasons or business milestones.
Actionable Step:
Nurture existing relationships by offering guidance, follow-up communication, and ongoing support. This builds loyalty and encourages clients to return for future work.
5. Marketing to Past Clients for Repeat Business
One of the most effective ways to secure consistent bookings is by leveraging relationships with past or current clients.
Creating a valuable client experience is the corner stone of my business with over 70% of my jobs coming from word of mouth and repeat clients.
Branding photography is something many clients need to update regularly, whether it’s for seasonal campaigns, product launches, or company rebranding. If you’ve already provided a great experience, your past clients are more likely to come back to you for future shoots.
Make it a habit to stay in touch with previous clients. Send them occasional updates, share relevant blog posts or case studies, and remind them of your services. You can also offer exclusive discounts or package deals to entice them to book another session. Additionally, asking for testimonials and reviews from past clients can help strengthen your reputation and attract new leads.
Actionable Step:
Create a system for staying in touch with past clients and offering exclusive incentives for repeat bookings. Encourage clients to leave reviews and share their positive experiences.
6. Leveraging Google for Increased Visibility
Google is an incredibly powerful tool for boosting your visibility as a photographer. By optimizing your website with relevant SEO keywords, such as “branding photographer” or “business headshots,” you can improve your search engine ranking and attract more local clients. Additionally, setting up a Google My Business profile helps you appear in local search results, making it easier for nearby businesses to find and book your services.
Encourage satisfied clients to leave Google reviews, which adds credibility and improves your chances of being discovered by new clients.
Actionable Step:
Optimize your website for SEO and create a Google My Business profile ASAP if you have not already.
To wrap up
When I started my photography business I absolutely struggled with creating consistency in my bookings. It was pretty frustrating and stressful to always be wondering where the next client was coming from.
Using these consistent marketing strategies allowed me to build the foundations of a now strong branding photography business. If you want more information on the strategies I use you can download my freebie 'Booked and Busy' marketing strategy guide to help you create these strong foundations for your own business.