Can any random John or Dickson take professional portrait photos?
Yes, anyone can take a decent photo, but professional portrait photographers bring a level of expertise and artistry that’s hard to replicate. A recent survey by Professional Photographers of America found that 75% of clients are willing to pay more for high-quality, professional photos like portraits.
Additionally, for the United States, Bureau of Labor Statistics projected the photography industry to grow by 13% from 2020 to 2030, much faster than the average for all occupations. This will likely spread to the whole world.
To take advantage of this growth and succeed in the competitive world of portrait photography, you need to effectively promote your business and attract clients who appreciate your value. In this blog post, we’ll explore practical strategies to achieve this, such as:
1. Word Of Mouth
When it comes to portrait photography for business, reputation is everything. And what better way to build a stellar reputation than through the praise of satisfied clients? Word of mouth has been the secret sauce for successful photographers throughout history.
Take Mathew Brady, for example, the father of American photography, who rose to fame in the 19th century thanks to the buzz created by his delighted customers.
Brady’s clients, including famous figures like Abraham Lincoln and Robert E. Lee, raved about his work and recommended him to their friends and colleagues.
He would often engage in conversations with his clients, understanding their vision and preferences. With Lincoln, he discussed the importance of capturing a strong, stoic expression, reflecting the president’s leadership during a difficult time. With Lee, he talked about the significance of conveying a sense of dignity and honor as a soldier, despite the general’s defeat.
So, how to start a portrait photography business that thrives on word of mouth like Brady’s? Focus on delivering exceptional service and quality photos that exceed your clients’ expectations. Take the time to understand their needs and preferences, and be willing to go the extra mile to ensure their satisfaction.
Encourage happy customers to share their experiences with others, and make it easy for them to do so by providing referral incentives or testimonials. Also, check out this video for extra tips on getting client testimonials.
With a solid reputation and a portfolio that speaks for itself, you’ll be well on your way to attracting new clients and growing your business through the power of word of mouth.
2. Have a Website
Word of mouth marketing is more effective when you have a proper website, which will serve as a digital portfolio, showcasing your best work and providing a way for potential clients to learn about your services and contact you. Here are some key elements to include on your website:
- Portfolio: A curated selection of your best portraits, demonstrating your style and expertise.
- About: A brief bio, sharing your story, experience, and approach to portrait photography.
- Services: A clear description of the services you offer, including session types, packages, and pricing.
- Contact: A simple way for visitors to get in touch, such as a contact form, email address, or phone number.
- Blog: A section for sharing tips, behind-the-scenes stories, and industry insights to attract and engage potential clients.
By having a website, you can establish your brand, showcase your work, and attract potential clients. Use keywords like “portrait photography for business” and “how to start a portrait photography business” to optimize your website for search engines and attract organic traffic.
In the early days of photography, portrait photographers would display their work in physical galleries and studios. Today, a website serves as a digital gallery, allowing you to reach a wider audience and attract clients from all over the world.
Remember, your website is often the first impression potential clients have of your business, so make it count!
3. Content Marketing
In today’s social media world, a photography buisness must combine word of mouth marketing with content marketing. This means creating and sharing useful content to attract and keep customers.
In portrait photography for business, content marketing can help establish your brand as an authority in the industry. For example, creating a blog series on “The Art of Portrait Photography” or “Tips for Taking Better Family Photos” can showcase your expertise and attract potential clients.
Matthew Brady’s series of photographs documenting the American Civil War established him as a leading photographer of his time and attracted clients.
By leveraging content marketing, you can drive traffic to your website and increase engagement on social media.
For instance, sharing behind-the-scenes content or sneak peeks of recent sessions can create buzz and encourage bookings. To get started with content marketing for your portrait photography business, identify your target audience and create content that resonates with them.
Consistency is key in content marketing. Regularly posting high-quality content will keep your audience engaged and coming back for more. Use keywords like “portrait photography for business” and “how to start a portrait photography business” to optimize your content for search engines and attract potential clients searching for those terms.
Also, content marketing will help you create an online presence which is good for increasing awareness to your brand. This video will also help you with increasing your online presence.
4. Email Marketing
Content marketing naturally leads to email marketing. Email marketing is a powerful tool for portrait photography businesses to nurture leads, encourage repeat business, and build relationships with clients. By building an email list and sending regular newsletters, you can stay top of mind with potential clients and encourage bookings.
For example, sending a monthly newsletter with tips, promotions, or featured sessions can keep your audience engaged. Edward Steichen, a well-known photographer, used email newsletters to share his latest photos and special deals with his subscribers, helping him attract and keep clients.
Email marketing automation tools can help you personalize emails based on client interactions, such as sending a thank-you email after a session or a reminder email for upcoming promotions.
This helps build trust and increases the chances of converting leads into clients. To get started with email marketing for your portrait photography business, create a lead magnet to capture email addresses and build your list.
By leveraging email marketing, you can increase bookings and revenue for your portrait photography business. Use segmentation to tailor your emails to specific groups, such as clients or leads, and track engagement metrics to refine your strategy. Also, check out this video for more secrets about email marketing.
5. Incentivize Referrals
One way to boost your email marketing is by incentivizing referrals. This is a great way to encourage word-of-mouth marketing for your portrait photography business.
By offering rewards or discounts for referrals, you can motivate satisfied clients to spread the word about your services. For example, offering a discount on a future session for each friend referred or a free print for every three referrals can encourage clients to share your business with others.
For example, the portrait painter, Thomas Gainsborough, offered discounts to clients who referred friends and family. This strategy helped him build a loyal client base and increase his reputation as a leading portrait painter.
To get started with incentivizing referrals for your portrait photography business, identify the types of referrals you want to encourage, such as family sessions or corporate headshots. Create a referral program that rewards clients for successful referrals and promotes it through email marketing and social media.
By incentivizing referrals, you can increase bookings and revenue for your portrait photography business. Use social proof, such as testimonials and reviews, to showcase the success of your referral program and encourage more clients to participate.
6. Find Co-Marketing Partners
Another way to boost referrals to your business is by finding co-marketing partners, who can help expand your reach and grow your portrait photography business. By partnering with complementary businesses, such as makeup artists or stylists, you can offer joint promotions and services that benefit both parties.
For example, partnering with a makeup artist to offer a discounted package deal can attract new clients and increase bookings. Edward Steichen once partnered with fashion designer Paul Poiret to create a series of photographs showcasing Poiret’s designs.
This collaboration helped Steichen gain exposure in the fashion industry and attract new clients. To get started with co-marketing for your portrait photography business, identify potential partners that align with your brand and target audience. Reach out to them to propose a partnership and discuss potential collaborations.
By leveraging co-marketing, you can tap into new audiences and increase bookings for your portrait photography business. Use social media to promote your partnerships and encourage engagement. Also, check out this blog post for more ideas on co-marketing partners.
7. Volunteer
Volunteering is a great way to improve word of mouth marketing. If you volunteer your portrait photography services, it can help you build relationships with potential clients, gain exposure, and give back to your community. By offering your services to local charities or events, you can showcase your expertise and build trust with potential clients.
For example, offering free sessions to a local family in need can create buzz and encourage bookings. Another example is Mathew Brady who volunteered his services to document the American Civil War. His work helped raise awareness about the war and established him as a leading photographer of his time.
Conclusion
In conclusion, portrait photography is a powerful tool for businesses to establish their brand identity, build trust, and attract new clients by leveraging content marketing strategies such as creating valuable content, email marketing and incentivizing referrals etc.
Also, you’ll probably need content ideas for content marketing. This video will help you create content with ease. What’s your next step in growing your portrait photography business?
