How to Market your Photography Business

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

If you have a studio environment, use your studio more effectively. Stop reading this now and take a walk through your studio, is the window, the doorway, the imagery and the atmosphere pulling clients in?

I recently visited a business that needed support and development - one of my first observations was that the business ‘noise’ was not right for the clients they hoped to attract.

By simply switching off the radio it changed the tone in the business - have a nice selection of CDs that create the atmosphere you want your business ‘feel’ to have. 

Create a ‘noise’ that you think will attract the type of customers you want. This is a simple example but it made a big difference for this particular business.

Use this example and apply to other elements of the business, it’s sometimes the small stuff that has an impact on the bigger things!

How to Market your Photography Business

I have recently returned from the Focus on Imaging photography show where I had the opportunity to meet a great number of photographers. It surprised me that many of those photographers did not have an image on their business card, or even have a business card at all. This is a real business trick being missed - yet not a hard business trick to pull off. Business cards do not have to be expensive, check out, Sim 2000 or Freebird all of which are groovy businesses with groovy ideas.

Now the PUSHES, which are a little bit more complicated, this is more about campaigning and marketing in another field. Exhibiting your business whether at bridal shows, country shows or lifestyle events, all push groups of people towards your business and they are definitely worth exploring.

School proms are fashionable, these are an opportunity to push a crowd of young inspirational adults towards your business (who could easily become your clients of the future) and you may draw the parents too. Hunt some of these events out this Spring and Summer and make them part of your business plan as they can be a very effective way of building a business.


Catherine Connor is Annabel Williams' business partner, and MD of Contemporary Photographic Training. Catherine's meteoric rise in the often chaotic, always exciting photographic environment comes from an unusual springboard grounded in the world of international corporate management. Her infectious energy never fails to motivate those around her, and equips her with an organic understanding of market direction, fashion trends and lifestyle management.

Catherine is first and foremost a people person; her unique sense of fun, determination to succeed and boundless commitment to her industry make her a born mentor, allowing her to impart to all delegates a wealth of skills and knowledge pitched perfectly at achieving the vital balance of confident ability and self-worth.

It is Catherine's passion for her subject that makes learning from her a pleasure, which her students can then take forward, and are able to apply so effectively to enhance their skills.

All images in this article © Annabel Williams

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photography, photographer, tips, business, marketing, photographic, success, market, How to Market your Photography Business, expert

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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