When growing your photography business, it’s vital to focus on both retaining current clients and building your customer base. This requires a two-pronged approach of boosting your visibility while ensuring client satisfaction. Using these tips and strategies will help you attract new clients and boost sales while also drawing current ones to return again and again.

1. Run Promotions

Running promotions will boost the visibility of your business and encourage clients to recommend you to friends and family. 
Here are a few ideas for promotions:

• Host an event with a theme like “summer fun” or “harvest time.” Have fun props and treats, and offer brief photo sessions.
• Create an ongoing referral program. 
• Give an “early bird” offer to those who purchase a package well in advance of a particular holiday, event, or season.
• Feature clients’ favorite photos from their sessions that they submit for a chance to win a prize. You could offer a discounted session, for example.
• Give a special deal to clients who refer others to your promotional event. For instance, hold mini sessions where you create three free images for clients who send friends to your event.

Promotions will keep your photography business top of mind for clients, while also generating new leads. 

2. Build a Content Calendar

When it comes to social media, don’t just “post and pray,” hoping for the best. Instead, build out a content plan using an online template, filling it with articles and posts that align with your goals. Publish consistently, using a schedule you can stick to (such as posting once a week).
To begin, consider the types of promotions or sessions you’ll focus on during each season and month. Plan promotional content that you’ll share a month or two beforehand. For example, design content related to graduation photos that you’ll start sharing in mid-spring. 

3. Fine-Tune Your SEO Strategy

Secure a catchy and easy-to-remember domain name. Then, enhance your website search engine optimization (SEO) to make it easy for prospective clients to find you.

• Perform a keyword gap analysis to find missed opportunities to use SEO strategically in your website and posts. Then, work these keyword phrases into your content calendar and website.
• Use keyword phrases targeting customers who are seeking information about your service, as well as those ready to purchase a session. For example, “ideas for wedding photos in Georgia” would target couples who are just starting to explore their options.
• Optimize your website for mobile users, so anyone can conveniently find you.

Following these tips will help more potential clients discover your business.

4. Launch an Email Newsletter 

Share updates in a weekly or biweekly newsletter. Send it out consistently, so you’ll keep readers engaged and your brand top of mind. Build your email list consistently, asking clients, leads, and people at networking events to sign up. And be sure to use eye-catching photos from your sessions, with clients’ permission!

5. Make New Connections

The business of photography relies on interpersonal connections—not just with clients, but with other entrepreneurs who can share insights, encouragement, and support. So, network regularly, both in person and online, in ways like these:

• Use Facebook groups based in your geographic location to network virtually with potential clients. They don’t need to relate specifically to photography; join other groups of interest to your target audience, too. If you do pet photography, join groups for pet lovers, for instance.
• Network with friends, extended family, and friends of friends on Instagram, letting them know about promotions you’re running. Look for people who fit into your target audience and live in your area.
• Get to know other professionals, and send business to one another. They might get requests that relate to your specialty, and vice versa. Or, if established photographers are getting more requests than they can handle, they might refer some to you. Leverage the PPA community to benefit from the vast network it offers!

These strategies will help you gain new clients and connections who will refer their own friends and family to you.

6. Highlight the Value You Bring

Identify what makes your offering distinct, delivering value that clients can’t find elsewhere. What sets you apart from others who work in the same niche? Maybe it’s your incredible level of attention to detail, exceptional communication, or ability to put clients at ease, allowing you to capture natural poses and expressions. Asking for testimonials from clients may help you pinpoint exactly what makes your business unique.

7. Collaborate with a Pro in a New Niche

Do you want more experience in a certain niche of photography? Work alongside someone established in that specialty for assignments that require a second photographer. You’ll build a more robust portfolio, drawing clients in this area—and you might also gain a trusted mentor who can help open doors in your career.
Through these diverse strategies, you’ll steadily secure more photography clients—and keep them highly satisfied. Watch videos of classes offered at Imaging USA this year for more inspiration on how to grow your business.