5 Ways to Market Without Overwhelm

5 Ways to Market Without Overwhelm // Market Your Photography Business

Marketing your photography business doesn’t need to be complicated or overwhelming. In fact, simple strategies often work best, and they don’t require a huge time investment or any budget.

Please know that I am not minimizing how challenging it can be to run a business solo – even a part time one. I have spent many years running my own business as a one woman show, and I know firsthand how overwhelming it can become. These tips are intended to be simple, achievable, and helpful – and you don’t need to do them all perfectly all the time!

And remember, we market so that we can build our business – which means if you’re plenty busy, you probably don’t need to be marketing to the extent that you would if you were needing more clients or shifting your client base.

If you’re in a busy season and you’re booked out, it’s okay to put marketing on the back burner for a time. And if you’re currently struggling to book, take heart and know that your marketing will pay off and you’ll be able to ease up at some point.

Let’s dive in!

1. Show the behind the scenes content

People tend to enjoy seeing the real, less polished side of your business. Share behind-the-scenes moments in your Instagram stories — whether it’s prepping for a shoot, planning wardrobe, video of the session itself, or editing photos. This builds trust, shows your personality, and helps potential clients connect with you on a more personal level. It’s also some of the easiest content to create – as long as you can get in the habit of it!

Don’t overthink this type of content. It’s intended to be casual and relatable, and even a quick, candid video/photo can make you feel more relatable and real to your audience.

2. Leverage Client Testimonials

Social proof is one of the most powerful marketing tools you have. When clients are happy with your work, ask them for a testimonial or review. If you receive a positive text or email after a session, you can also simply share the text from that! (Note: if I use a text or email, I leave my client’s name off because they did not share it in a public forum. If I use a Google review, I use their name because it was submitted publicly.) You can – and should – feature this content on your social media and on your website.

Not sure where to start? I like to post a request for reviews in my IG stories from time to time, and link it to my Google business page. It always gains me at least a couple of new reviews from clients who I’ve worked with and who just needed another reminder of how helpful reviews are for me. I also ask for reviews in my gallery delivery email, but sharing via stories has worked the best!

Bonus: you can use reviews as the caption for an Instagram post as well, so you don’t even need to come up with new content!

3. Post consistently on social media

Friend, I get it: I really don’t enjoy using social media, and posting can be a drag. But here’s the truth: Instagram is a free – and useful – tool for growing your photography business. If you’re still building, you should be using it.

You don’t need to post every day! In fact, I recommend posting 2-3 times a week – it’s plenty. I’ve had really good luck with this pattern, and it’s something I’m able to keep up most of the year. Choose a posting schedule that works for you and stick to it.

When you post, my biggest tip is to remember that you’re talking to real humans on the other side of your screen, and they are looking for someone just like you. We don’t need to show up perfectly. We don’t need to impress other photographers. We don’t need to have a large following! We just need to create a space that attracts the type of people who will be excited to work with us. I so firmly believe that we are our own greatest asset when it comes to social media. That’s a fancier way of saying be yourself.

If you’re struggling with social media, check out Connect & Convert. I teach photographers how to show up on social media authentically, and also include a 12 week, totally repeatable posting plan! 

4. Create a referral program

Word of mouth is huge in the photography world. One way to take advantage of this is to offer a referral program. When clients refer someone who books with you, reward them with something simple — my personal favorites are a credit toward their next session or a beautiful print!

A referral program encourages your clients to spread the word, makes them feel even more valued, and brings you business with minimal effort!

5. Get to work on SEO

SEO isn’t scary, promise! I know it might sound complicated at first, but it’s a must if you want to build a business that doesn’t permanently rely on social media.

Last summer, I was wrongfully suspended from Instagram. It was a stressful – but ultimately healthy – experience to lose access to my Instagram. Thankfully, I had already invested into good SEO and a Google Maps presence… and my inquiries didn’t slow down at all during my time away from IG. The suspension was thankfully lifted and I’m active again there, but during my ban I created a series of educational content about how to grow without social media for a truly stable, lasting business. You can find some great resources below:

👉🏻 SEO Made Easy: Part 1 | Part 2 | Part 3

👉🏻 Growing Your Business Without Instagram

👉🏻 How to Get Photo Inquiries from Google Maps

Like I said above, Instagram is a really great tool for building a business, and it’s free. But it’s not the only tool that needs to be in your toolbox. If you also focus on SEO, you’ll benefit significantly!

Bonus tip: stay authentic

Above all else, stay true to yourself. Marketing doesn’t need to be flashy or overly polished to work. When you share authentic, genuine content and build relationships with your audience, it’s more effective than any ad or fancy promotion. Your personality and the experience you offer are what will set you apart and attract the clients who are just right for you!

Marketing your photography business can be simple, effective, and achievable. These five strategies will help you build a strong, loyal client base without feeling overwhelmed. Remember, ultimately, it’s all about connection.

Take one step today — whether it’s posting a new client testimonial or getting a new blog post live — and your future self will thank you!

5 Ways to Market Without Overwhelm // Market Your Photography Business