How to Market your Photography Business

April 13, 2010 | Mark Goldstein | Photography Techniques | 27 Comments | |
How to Market your Photography Business Image

Marketing and managing the level of marketing activity is a constant challenge for so very many photographers. In fact I think it is a challenge for all in business regardless of the particular sector.

In every lecture I host, I talk about keeping the foot on the pedal for the marketing machine to run night and day. It’s made easier to achieve this pace due to the technology we have at our fingertips and activity within the marketplace. Whether social networking, utilizing blogs or your website - you have to market and present your business as much as physically possible and keep constantly on top of this to gain the desired level of client traffic.

Most photographers have a love for taking photographs and for becoming a marketeer! I acknowledge that many of us are not totally comfortable when dealing with the business marketing element, however this is an area of essential importance to the success of setting up a photography business.

My advice is, embrace the whole concept of marketing with vigor, whether campaigning, networking or social networking, have fun plotting the goals of our are not running ICI, you are running a creative business so be creative with your marketing. To do this use as many methods as possible. There are two methods all businesses should use, the PULL and PUSH.

How to Market your Photography Business

The PULLS are what will inspire somebody to approach your business. Evaluate your pulls, are they sticky enough to draw your desired client to you? Some pulls are your brand, your website, your blog and your images can be one of your most powerful pull tools, as the saying goes ‘a picture speaks a thousand words’. So use your images as much as you can, change them often to capture the attention of your customers.

Create photographic image movies and share the movies within network groups and social sites, do a little showing off in the marketplace and inspire people with your photographic craft.

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27 Comments | Newest Oldest First | Post a Comment

#1 Jennie Miles

Inspiring as ever Catherine!

9:13 pm - Thursday, April 15, 2010

#2 business card printing

You mention the new forms on marketing such as social media, blogging and websites but what about good old fashioned business cards and flyers. They are a great way for a photographer to demonstrate their skills.

5:26 pm - Friday, April 16, 2010

#3 Pete

This is an OK article but only really skims the surface, it requires some more meat as everything mentioned here as been mentioned before.

11:25 am - Monday, April 26, 2010

#4 Claire

Marketing and photography are both creative disciplines but there the similarity ends!

5:07 pm - Wednesday, June 16, 2010

#5 Paul

The article needs to really go into detail.

Running a professional photography business requires you to put many hours into marketing. You will find the admin side of the business takes longer than the shooting of photographs.

12:10 pm - Wednesday, October 6, 2010

#6 TJ McDowell

I think it’s hard to put a lot of specifics on photography marketing in a general post like this.  I know for our studio, we’ve had to look quite a few different places to learn about marketing.  We have found good information at PPA’s conventions and magazine.  Plus, there are quite a few books on marketing that anyone starting a business should probably read - beginning with Guerrilla Marketing would be my suggestion.
What have you guys found to be great sources of information on marketing photography businesses?

10:47 pm - Monday, January 17, 2011

#7 online photo galleries

A good entrepreneur should spend 20% of their time marketing themselves - this is an incredible amount of time if you think about it (1 of your working days per week?) and I’d bet most photographers don’t put near that much effort into marketing.

It’s THE way to grow your business. And remember that marketing can include retention and upselling of your current clients as well, it’s not all about getting completely new clients.

5:48 pm - Monday, March 28, 2011

#8 Scott Webb

Marketing is such a wild topic.  The ultimate marketing is that you create content and bodies of work that makes other people want to share it with their family, friends, and extended social media network.  If this is being done, you’ll have an army working for you as a marketing team.

Social media is a must. 
Showing your photography is a must - even if you only are a “photography Blogger” because people won’t trust your or believe in what you say without seeing your work.  This is a huge thing for me these days.

Business Cards don’t go out the window because they are always an opportunity. What about brochures? Those too have value. PostCards have value. A strong website is a marketing tool.

Personal projects become a marketing tool.
Blog commenting is a marketing tool.

I also feel that content marketing is getting overlooked.  Content marketing means blogging on your own blog about topics.  Many photographers only blog a photo session or portraits. It can become very boring and doesn’t do much for people other than the couple being shared. It shows your work but there is much more opportunity.  I think that you should find ways to connect with your clients and potential clients.

I’m working on that big time right now and can’t wait to see how things go.


6:48 pm - Sunday, April 17, 2011

#9 CD Printing

I agree with Scott showing off your work using social media is a must but you have to do it in a such a way that you standout. Yes you can use photobucket, flickr, create slideshows and distribute on You Tube etc. But you have to engage and communicate with people so that you will standout and be shared, followed and liked.

6:24 am - Thursday, April 28, 2011

#10 Joyce, Photography Assistant

How can other people know that you have great photographs to show off or you have a blog worth reading? Social networking and blogging coupled with a great marketing tool. What is the best marketing tool? Well,we’ve got to research and read a lot.

3:54 pm - Monday, June 13, 2011

#11 Richard Barley

One thing that is often not mentioned is not showing your work. This may sound strange but not showing to much of your work can be a good idea. The general trend in internet marketing for wedding photographers is everyone shouting out about what there doing in social media. The best wedding photographers drip feed their work out to the public and create a demand. The more you show the weaker your portfolio becomes. The key to marketing your wedding photography business is showing you are in demand and everyone is booking you….....just a thought.

Richard Barley

5:40 pm - Friday, July 15, 2011

#12 Anthony Bielby

re: Richard’s comment. We feel the same way. We developed online software called PortfolioProof which you can check out at so you can have a series of both public and private portfolios and not just release everything online. Hopefully the best of both worls.

11:10 pm - Tuesday, July 26, 2011

#13 DeAnne Allison

This is a really good idea for marketing a photography business.  I was very curious, there is only so much you can do, you opened doors.  Thanks.

11:57 pm - Tuesday, November 29, 2011

#14 Photo & Videography

Understood why the commenter #2 did that, but although the article talks about business cards - it is to generic.

1:44 am - Thursday, December 8, 2011

#15 Mitchel

My main concern is spending limited money in the right most profitable direction.

10:22 pm - Sunday, February 5, 2012

#16 Colin

Dont forget to include your local area… start local, gain a reputation and then think bigger… Its a really valuable source of business… Your local comunity will support you and you may even get better rates for advertising because you live in the area..

Try finding out what events are happening in your home town.. you will not be paid much (if anything) but if you have jumper/coat with your logo/name on it and you are walking round with your camera, it will generate some great opportunities for you… believe me..

4:31 pm - Tuesday, April 24, 2012

#17 Disk Makers

Colin is right. You start small build local but don’t forget to use online social media like facebook and youtube.

11:30 am - Monday, February 18, 2013

#18 sherlyn grace

I love the tips about the PULLS and PUSH, they really are important. you cant market if you’re not pulling/attracting anybody in and you definiately do have to be creative in which ways you do so. Im going to try the short little movie idea of images and share it on my site as well as Facebook where I know a good number of eople will be drawn into it!

2:32 am - Monday, March 18, 2013


Nice article…

5:55 pm - Wednesday, April 24, 2013

#20 Robert Lowdon

Great article. Some much of it I relate to building this giant machine that just gets larger all the time.

10:46 am - Friday, October 4, 2013

#21 Fahad M Rafiq

Every photographer needs an online marketing strategy. Here are some great tips to market your photography business online.

1. Showcase your Best Photos Online
2. Launch Koken website in Minutes
3. Importance of a blog
4. Join competitions


8:24 am - Monday, August 25, 2014

#22 Saneesh

Nice Post….....
Best Indian Wedding Photographer

12:27 pm - Monday, December 1, 2014

#23 PIXIPfoto

It is Google my frind. It really helps.
Go Google.

8:54 am - Tuesday, March 31, 2015

#24 Indian wedding photographer -Ritabrata

This is a kind of information which every budding photographer wants to know. A very less people share. Thanks for the nice article.

9:42 am - Thursday, May 7, 2015

#25 mrugankkher photography

You may wish to sell your photographs as prints, offer a photography book, begin a photography business, or basically wish to become well known.

1:16 pm - Friday, July 31, 2015

#26 Hardik Challa

Very Inspiring Article.. Thanks for sharing

9:17 am - Thursday, May 26, 2016

#27 Dm Digitals

I found this post is requires for every business who are doing photography. I found myself this post and shown my students who are interested in photography. For Photography market its the best blog i ever found.

6:08 pm - Saturday, August 6, 2016