How To Get Photography Clients: 7 Proven Marketing Tactics

If photography has always been your passion and you’ve finally decided to turn that dream into a business, congratulations! 🥳 🚀 But you’re now probably wondering how to get photography clients.

After all, turning your love for photography into a sustainable business requires more than talent and a pretty website—you need a solid plan.

My husband was in your shoes a few years ago. 

He had the passion but needed help with marketing (like, a lot!). 

As a marketing expert (I was a Head of Marketing for 10+ years and I’m now a Marketing Coach for small business owners, including marketing for photographers), I helped him lay the foundation of his business in 2017.

This foundation still generates daily leads. 

I’ll break down the seven steps I followed (and what I’d do if we had to start all over again). 

Your first photography clients will come from the people closest to you. 

Instead of hoping for bookings from a single social media post (that rarely works when you’re just starting—even if the photos are stunning!), reach out directly to FFF’s (Friends, Family, and Fans).

How to tap into your network:

• DM everyone you know: Share that you’re starting a photography business and offer specific services, such as portraits, weddings, or events.
• Build your portfolio: Offer free or discounted sessions to gain experience and collect testimonials. This builds confidence and gives you a solid portfolio for future photography marketing efforts.
• Make booking easy: You don’t need a website when you’re just starting. Use a photography booking app like YouCanBookMe to let people check your availability and book seamlessly. This not only saves time but also makes you look more professional and organized, leaving a great first impression on potential clients.

When you focus on how to get photography clients within your network first, you’ll gain portfolio pieces, experience, and testimonials—which will give you the momentum and word-of-mouth referrals you need to grow your business.

After you build a portfolio, experience, and testimonials—it’s time to build a website. 

A professional website is your digital storefront. 

It’s where potential clients will see your work, learn about your services, and book sessions.

But making it pretty with your stunning photos is not enough. 

You need to drive traffic to your site and ensure it’s optimized to convert visitors into paying clients.

How to build a high-converting photography website:

1. Use WordPress: It’s still the best option to rank quickly in Google, which is essential for SEO for photographers. Both photography websites I built for my husband (YourStoryinPhotos in 2017 and YourBrandinPhotos in 2023 were on the first page after 3 months of being launched).

2. Do keyword research: Tools like Ubersuggest or Semrush can help you find keywords like “wedding photographer in [city]” or “family portraits [location]” that people are searching for.

For YourStoryinPhotos, which is a business based in Lisbon—raking in the first page for Lisbon Photographer has been a driver of daily leads.

3. Focus on key pages:

• Homepage: Feature your most stunning visuals and a clear call-to-action like “Book Now.”
• About: Did you know the About Page is typically the second most visited page on a website? This is where people come to learn more about you. Use this opportunity to let your personality shine and create a connection. Share your story, why you love photography, and how you work with clients. This personal touch builds trust and helps potential clients feel like they already know you.
• Contact page: Include your booking link so clients can check your availability and book instantly.

• Post blogs consistently: Write about your experiences, tips for photoshoots, or reviews of local venues. This is a simple way to integrate photography marketing ideas while boosting your SEO.
• Optimize for conversions: Make sure your call-to-action buttons (like "Book Now" or "Contact Me") are clear, visible, and easy to use.

Clients often search on specific platforms for photographers in their area. Listings are a low-effort way to promote your photography business.

Suggested platforms:

• MyWed
• Fearless Photographers
• Junebug Weddings
• Green Wedding Shoes
• Style Me Pretty
• Local directories or wedding planning websites
• Google Business Profile: This improves your local visibility, especially for searches like “photographers near me.”

Social media isn’t just for sharing photos—it’s one of the most powerful tools for marketing your photography business. 

Platforms like Instagram, Facebook, and Pinterest allow you to get discovered and connect directly with your target audience.

Platform-specific photography marketing tips

Instagram

• Post high-quality photos, carousels, and reels with engaging captions that showcase your personality and expertise.
• Focus on keywords instead of hashtags. Use relevant keywords in your profile bio (e.g., “[City] Wedding Photographer”) to make your account searchable inside the Instagram app, but also in Google. 

• Include keywords naturally in your captions to help Instagram’s algorithm surface your content to the right audience. 
  For example: “This stunning [City] engagement shoot was a dream to capture. DM me “BOOKING” and I’ll share the link to check my availability”.
• Share behind-the-scenes reels or before-and-after edits to create a connection and show off your workflow.

Facebook

Join groups where your ideal clients are active (e.g., local wedding planning or parenting groups). Offer tips, answer questions, and post your work.

Watch for potential clients who post asking about vendors and shamelessly self-promote your services, linking back to your site or booking page.

Pinterest 

Create visually stunning boards that link back to your website.

Other photographers aren’t your competitors—they’re your power partners.

Networking is a game-changer in marketing photography services. 

Collaboration with others in your industry is powerful—it can lead to a steady stream of referrals and new opportunities. 

Here’s how to turn connections into opportunities

• Partner with fellow photographers:
  • Photographers with a different specialty (e.g., a wedding photographer referring clients to a newborn photographer) can pass along leads they’re not equipped to handle.
  • Even photographers in your niche can be allies. For example, if they’re fully booked, they might recommend you to clients or collaborate on large-scale events that require extra hands. My husband gets leads from colleagues and sends leads to colleagues when a date is not available. He also works as a second photographer on big weddings or events.
  • Share tips, resources, and even gear—it builds goodwill and creates a stronger network.
• Work with vendors: Build relationships with wedding planners, makeup artists, florists, and event venues. Many vendors will happily recommend photographers they trust and enjoy working with.
• Attend local events: Networking events, expos, or even community meet-ups are fantastic places to meet potential collaborators and promote your services.
• Collaborate on styled shoots: Co-create with other professionals, such as florists or fashion designers, to produce unique content that showcases all your talents

By viewing others in the industry as potential collaborators rather than competitors, you’ll not only open up new opportunities but also build a network that supports and strengthens your photography business.

Here’s a little secret. 🤫

The best photography marketing doesn’t have to come from vendors, listings, ads, or Instagram posts. 

It comes from your happy clients who can’t stop raving about you to everyone they know. 

If you want to book more sessions, you’ve got to make working with you feel like a dream from start to finish.

Think about it: people always remember how you make them feel. If you deliver an amazing experience, they’ll not only keep coming back, but they’ll tell their friends, family, and coworkers, too.

Most photographers I know photograph all the events of a couple—from the engagement photo shoot to their third child's birthday party.

Here’s how to wow your clients (and make them your best sales team):

1. Be responsive (and fast!): When someone takes the time to reach out, don’t leave them hanging. Replying quickly shows that you’re professional and value their time.

2. Streamline the process: Use a photography booking tool like YouCanBookMe to make booking and communication seamless. Add your availability, let clients book in seconds, and cut out the back-and-forth.

3. Create little moments of magic:

• Send a sneak peek of their photos within 48 hours. Seeing even one or two gorgeous shots right away builds excitement and trust.
• Share the photos in a stunning gallery and make it easy to buy prints using a solution like Pic-Time.
• Include an unexpected bonus, like a few extra prints or a short video montage. These small gestures show that you care and aren’t just rushing through the job. My husband loves making authentic Neapolitan pizza, and he often invites wedding clients over for pizza nights!

4. Communicate every step of the way: Keep clients updated on what’s happening—from confirming the booking to the photo delivery timeline. No one likes feeling left in the dark.

5. Make it feel personal: Learn their kids’ names, remember their favorite color, or compliment the way they planned their wedding. These little touches make clients feel special, like they’re more than just another booking on your calendar!

By treating your clients like VIPs and focusing on every little detail of their experience, you’ll build a reputation as not just a great photographer, but someone who makes people feel amazing. 

And when people feel amazing, they’ll want to work with you again—and tell the world about you, too.

I’ve saved this for last because, honestly, you can grow a thriving photography business without ever paying for ads—my husband’s entire business was built organically. 

But if you’re wondering how to get more photography clients and you’re ready to scale faster, ads can be a powerful tool.

Here’s how to make paid ads work for your photography business:

• Google Ads: Capture clients actively searching for photographers with local SEO keywords like “wedding photographer [city].” Pair this with a landing page showcasing your portfolio, testimonials, and a simple booking option to get leads in your calendar right when they're hottest.
• Facebook & Instagram Ads: Use stunning visuals or behind-the-scenes reels to stop the scroll. Retarget website visitors who haven’t booked yet—they might just need a reminder.
• Promote booking pages: Link ads directly to your photography scheduling page so clients can check your availability and book instantly. 

While paid ads aren’t essential, they can be a great accelerator once you’ve nailed your organic strategy. It’s all about using the right tools to reach the right people.

Start small, experiment, and refine until you find what works for you and your brand.

Bringing it all together

Building a photography business is about more than taking great photos—it’s about making sure the right clients can find you, trust you, and want to work with you. 

From tapping into your network and building an irresistible website to delivering an exceptional client experience and strategically investing in ads, this guide provides every step to help you promote your photography business.

The truth is, there’s no one-size-fits-all formula. 

You might thrive on networking and partnerships, or you might crush it with SEO and social media. 

The key is to lean into the strategies that work best for you and your unique style of photography.

And remember: growth doesn’t happen overnight. 

You need to build trust and reputation.

And trust. Takes. Time!

Be consistent, focus on building relationships, and create unforgettable experiences for your clients. 

Whether you’re booking your first session or looking to expand, these tips will help you market your photography business confidently.

So, which tactic will you start with?