How to Get Photography Clients for Your Business

Let’s face it. Even the most talented photographers struggle and wonder how to get photography clients consistently. It can be frustrating to have an influx of clients one month and another booking none. It can feel overwhelming when bills start to pile up. Whether you specialize in weddings, portraits, or product photography, a steady stream of clients is essential to grow your business.

But how do you do that? 

There are several ways to acquire new clients for your photography business — having a solid marketing plan, hosting events, collaborating with local businesses, and more. In this article, we will discuss how to get photography clients consistently and grow your business.

9 Ways to Get Clients for Your Photography Business

Standing out in the competitive world of photography requires more than just a keen eye. To consistently land your dream clients and build a thriving business, you need a strategic approach to client acquisition. Let's dive in.

1. Define your niche

Landscape photography, fashion photography, or portraits. Which niche should you choose?

To define your niche, you need to understand what ignites your creative spark? Is it capturing the raw emotions of a newborn baby's arrival, the adrenaline-pumping action of a sporting event, or the timeless elegance of a product shoot? Understanding what excites you visually can help with a precise direction. 

But why do you need a niche to get clients for your photography business?

• Your niche will help you stand out from the crowd
• It will allow you to capture a market that is looking for your specific services

For instance, if people are looking for a wedding photographer, they may have specific requirements such as drone shots, digital image delivery, engagement photos etc. If you are someone who is skilled with these, it may be easier for you to find photography clients.

Your niche can also be defined by the editing techniques you use that bring out your creative vision. Is it dark and moody? Or is it colourful and bright? The way you edit tells a story about your vision, and it can attract clients who resonate with your unique aesthetic.

Remember, consistency is key here. This is why building a professional portfolio that displays your unique vision and style is important.

2. Build a Professional Portfolio

Your portfolio is the digital handshake you extend to potential clients. It should be a curated collection of your best work that visually communicates your skills, style, and niche. 

Think of your portfolio as a visual narrative. How would you tell your story through your captures?

Choose a concise set of powerful photographs that demonstrate your technical proficiency and artistic vision. 

Platforms like Instagram are a great place to start building your portfolio page. Leverage reels to tell your story and grids to showcase the output. Some photographers claim that Instagram may not be a good idea to showcase your professional portfolio. But honestly, its a good to have. You can always use it to market your services and offer a quick view whenever potential clients are enquiring.

Behance is also a good platform for creators to showcase their portfolios. What we need to ask —--- is Behance good for photographers? 

The answer is yes. Behance is Adobe’s social media platform. Its unique features allow you to get feedback and critiques from peers, leave comments, and more. Users have complete control of their audience, which means you can decide who can see your portfolio. 

You can also build custom pages for specific clients using Canva. This page can dig deep on what your thoughts were while taking a particular picture. It is a great way to showcase your style and personality through your collection.

3. Create an engaging online presence

If you are still wondering how to get photography clients, marketing for photographers plays a major role in building an engaging online presence. However, to truly thrive, you need to cultivate an audience that drives client acquisition. 

Start off with building a great website. If you don’t have the budget or expertise, you can try opting for easy-build websites such as Wix or Squarespace. You can even use Notion to publish a website homepage and have subpages for additional information.

You can also use Substack to build your community and find photography clients. Here’s a great example - Process by Wesley Verhoeve. He talks about all things photography and finding your creative voice and has built almost 11000 subscribers.

Substack has over 20 million monthly active subscribers. With its features like podcasts, posts, and newsletters, you can tap into an audience that’s waiting for your unique vision.

Next, start using social media to share captivating snippets from recent shoots, offer photography ideas and inspiration for your nice, and provide a glimpse into your creative process through behind-the-scenes snippets. 

This allows you to build your community and trust. You can also leverage the power of storytelling to connect with viewers on an emotional level. For instance, a family photographer wants to showcase the essence and warmth of a family. He can start by telling a story about how a family asked him to click on special moments of their children growing up.

He captured tickle fights, the sandcastle building, and the whispered secrets between siblings. It creates a visual narrative that evokes warmth, connection, and the essence of their family life. This resonates more with potential clients who see themselves reflected in the story. 

Drew from Hinesight Imagery has been leveraging the power of social media to get photography clients. “Social media is an amazing tool to put your photography in front of potential clients. Share your images in photography groups, local wedding groups, your business profile, and your personal page.” 

“Also, share your reviews and testimonials. Social proof is one of the major factors that push people towards making a decision. When they see that other people enjoyed their experience with you, they will be more apt to book.” 

- Drew Hines

Once you’ve built a stellar website and social media pages, try reaching out to magazines or photography blogs to get featured. This helps you get more exposure and eyeballs on your work and helps you find new photography clients.

4. Network with Industry Professionals

Nothing will ever beat the power of community and human connection. Networking isn't just about collecting business cards; it's about building mutually beneficial relationships. Building connections within the photography community and related fields can open doors to new opportunities, collaborations, and referrals. It's the ultimate way to find photography clients.

A great way to find photography clients is by forming partnerships with other creatives, such as makeup artists, stylists, and vendors, which can lead to mutually beneficial opportunities.

For instance, working with a wedding planner can introduce you to a steady stream of bridal clients. you can team up with a wedding venue, offering couples a photography package that showcases the venue's beauty. Or, you partner with a trendy clothing boutique, providing them with high-quality product photos for their online store. Collaborations create a win-win situation, leveraging each other's audience and expertise.

“I usually leave 5-star reviews with photos I took for venues I love to work with. When couples are researching vendors for their wedding, venues are one of the first things they book. Having them see your work early in the planning process can be a huge advantage,” said Drew.

5. Host Your Own Event

While building a strong online presence is crucial, face-to-face interactions are undeniably special. Consider hosting your own photography event to connect with potential clients, showcase your expertise, and establish yourself as a leader in the community.

It might be helpful to tailor your event to your specific photography niche. Choose a theme that resonates with your target audience and sparks their interest. You could host a "Behind the Lens" talk showcasing your creative process, or a hands-on "Light Painting Workshop" for a unique learning experience.

Volunteering your photography services at local events is also an excellent way to enhance your brand visibility. When you offer your skills at these events, your photographs are likely to be shared on social media, websites, and other platforms. In exchange for your volunteer work, request that the event organizers provide a link back to your website or social media profiles. This will allow potential clients to discover and book your services.

6. Pitch Yourself

Every photographer has a story – a journey that shaped your style and vision. And it is important to pitch yourself in a way that will resonate with your clients. So how do you effectively showcase your unique value proposition and convince potential clients to choose you?

Your portfolio is your most powerful tool. During a pitch, curate a selection of images that directly address the client's needs. Walk them through your creative process and your vision behind the photographs.

You can start with your pitch email. Here’s a template you can use:

Hey [Client's Name],

I hope this email finds you well. My name is [Your Name], and I am a professional photographer with [X] years of experience in [your specialization, e.g., wedding, portrait, commercial] photography. I came across your [company/event/project], and I believe my expertise can help bring your vision to life. I think you should consider hiring my services because I take the time to understand your unique needs and preferences and ensure each photograph tells your story authentically.

With a keen eye for detail and a passion for capturing the perfect moment, my work consistently exceeds client expectations. My unique editing style is what my clients love. Check them out in my portfolio below.

Here are some of the services I offer:

List a few key services you offer that are relevant to the client

• [Service 1]
• [Service 2]
• [Service 3]

I would love the opportunity to discuss how we can collaborate to create something truly special. Could we schedule a brief meeting at your convenience to explore this further? Please let me know a time that works best for you, and I will make the necessary arrangements.

Thank you for considering my services. I look forward to the possibility of working together and capturing moments that you will cherish forever.

Best regards,

[Your Full Name]
[Your Phone Number]
[Your Email Address]
[Your Photography Website/Portfolio]
[Your Social Media Handles]

You can edit it based on what’s relevant to you. If you don’t hear back, it might be good to do a follow-up in a week or two. If you still don’t hear back, it is advisable to wait for them to get back to you.

“Be honest and be yourself. Many clients have never booked a professional photographer, so be sure to set expectations and explain your process. Explain some of the qualities you have that set you apart from other photographers in your area. If you can get your clients on a video chat, I feel it is a more effective way to communicate rather than just a phone call. Being able to see your eyes and your smile will help put your clients at ease.”

- Drew Hines

7. Leverage client testimonials and referrals

Photographers are visual storytellers, but sometimes the most powerful stories aren't yours to tell. The best stories are told by people who have actually worked with you. Think about it: would you trust a restaurant with zero reviews, or one boasting rave testimonials about their delicious food? Testimonials tap into the human desire for validation. When potential clients see glowing reviews from satisfied customers, it builds trust and confidence in your work.

So how do you turn your clients into your brand advocates? 

• Reach out after a successful project when your client is still basking in the afterglow.
• Make it easy for your clients to leave a review. A complicated review process can make them drop off. You can set up a short survey using tools like Mailchimp, typeform. It also allows you to track what’s working for your business and what’s not.
• You can also offer special offers and discounts when a new customer opts for your professional services. This is a great way to incentivize your clients to get you more clients.

Consider also showcasing client testimonials on your website and social media pages. This is a great way to build credibility for your business. Remember, building trust and credibility takes time. Wait for the client to get back to you.

8. Online Advertising

Reports suggest that the top 3 paid ads on search results pages receive 41% of clicks.

And if you are not leveraging online advertising, you are missing out. There are several channels you can use to promote your business and get photography clients. 

If you have the budget for paid ads, you can leverage Google Ads. It allows you to bid on specific keywords that potential clients might use when searching for photography services. This means your ads can appear at the top of search results when someone searches for "wedding photographer in [your city]" or "professional headshots." Use tools like Google Keyword Planner to identify relevant keywords with high search volumes and low competition. Focus on a mix of broad keywords (e.g., "photography services") and long-tail keywords (e.g., "affordable wedding photographer in [your city]") to capture various search intents.

Another great way to gain visibility in your local area is to get listed on Google My Business (GMB). When you have successfully created a profile, you will be able to appear on Google Search and Maps. This means that when someone searches for “photographers near me” or “photographers in x location” your business is more likely to pop up.

There are several other channels that you can use for your photography business. Facebook and Instagram Ads are powerful tools to put your business in front of your photography clients.

9. Provide exceptional customer service

Happy clients are gold. They not only are repeat customers, but also become brand advocates who spread the word about your amazing work. From the initial consultation to the final delivery, ensure clients understand your process, timelines, and fees. Transparency builds trust and avoids misunderstandings. It is also important to stay connected and keep your clients in the loop.

In order to stay connected you could also send periodic newsletters or updates showcasing your latest work. A quick birthday wish or a congratulatory message on a special occasion shows you remember and value your clients.

You Got the Eye, Now Get the Clients

The key to attracting more photography clients is to effectively market your business and put your work to a fresh audience. There may be times when you don’t have enough clients booked. But don’t despair!

During slow seasons, it is your chance to work on your business, organizing your tasks and improving your workflows. And if you need help with that last part, you know who you can count on!

Aftershoot, an AI culling and editing software that has helped photographers across the globe to save time to focus on growing their photography business.