Great Photos Don’t Sell Themselves — But You Can

1] Build A Website That 👏🏻 Slaps 👏🏽

Instagram is great, but you don’t own it. A clean, fast, mobile-friendly site? That’s your digital home 🏠 It should look like you — bold, confident, unmistakable. Think punchy portfolios, real stories, a solid “About” section and easy-as-heck contact info.

And while you’re at it, get blogging. No, it’s not 2012, but SEO still works. Write or self-film clips to introduce yourself, talk about your shoots, share client tips or answer FAQs. Use words real people actually search for.

[Hello, photography marketing strategy for small businesses.]

2] Be Known by The People Who Matter To You

You don’t need 100k followers, you need 10 people who’ll actually book you. 

Marketing for photographers is criminally underrated and powerful AF when done right. Make noise in the areas that matter to you. Be visible. Be the one people recommend before they even finish asking, “Do you know a photographer who…”

3] Get Found [On Purpose]

SEO isn’t sexy. But being invisible is worse. Your website needs to tell Google [and your dream clients] who you are, where you are and what you shoot. That means using keywords like London lifestyle photographer or branding photographer for small businesses, organically, not spammy.

Oh, and optimise your image tags. Don’t just call that portrait “IMG_5946.jpg.” That’s not doing you any favours.

4] Use Social Media Like a Pro, Not a Fan 🪭

Social media isn’t just a highlight reel, it’s your storefront. Post with intention. Tell stories. Show behind-the-scenes and do it regularly, so commissioners know you’re busy. Consistency is key. 

Be yourself, not a curated version of a Pinterest board.  Marketing photography on Instagram, TikTok or even LinkedIn [yes, really] works when you give people something real. Educate. Entertain. Inspire. Don’t post and ghost 👻 talk to people. That’s how connections are built.

5] Referrals > Ads

Forget Facebook ad spend for a second. If a past client raves about you, that’s gold. So why not give them a reason to talk?

A no-pressure referral programme; think discounts, free prints, extra shots and keep your name on their lips. You don’t need to be pushy. Just create moments worth sharing and then reward those who do.

6] Testimonials That Feel Like Love Letters 💌

Want to convince strangers to hire you? Let your happy clients do the talking.

Ask for honest feedback. Share it. Not just on your website, but on socials, in stories, on LinkedIn. Let their words back up your lens. Done right, testimonials aren’t bragging. They’re proof that you’re the real deal 👌🏼

7] Mini Sessions = Big Reach

Want to grow your client list fast? Run a few themed mini sessions. They’re low-commitment, high-impact, and a killer intro for clients who aren’t ready to book a full shoot.

It’s not just about filling a calendar. It’s about planting seeds 🌱 Mini sessions can lead to full shoots, repeat bookings, and you guessed it – referrals.

8] Video: Because Static Doesn’t Always Cut It

We get it, you’re a stills person. But video is a game-changer. Record short behind-the-scenes clips. Client reactions. Quick tips. Show how you work, not just what you deliver.

Use it on Reels, YouTube, your site. Video gives your brand a heartbeat. And let’s be honest, it’s way harder to ignore. A little GIF can’t hurt either.

9] Own Your Visual Identity

If your website and Instagram feed feel like five different people made them, that’s a problem. Visual branding matters. 

Branding reflects who you are as a photographer. It’s an extension of your personality. 

Choose colours, fonts, and a tone that screams you. Be consistent. Be recognisable. The right vibe attracts the right tribe, whether that’s grungy skateboarders or high-end bridal clients. [Or both. You do you.]

10] Email Isn’t Dead. It Just Needs Better Content

Start an email list. Not spammy sales blasts — we’re talking real content: photo tips, early access to sessions, print drops. Maybe even a spicy opinion or two.

People check their inbox more than their feed. Stay top of mind with updates they actually want to open 🫶🏻

11] Collaborate Like a Local Legend

Your next client might not be following you, but they might be following the stylist or make up artist you also love.  

So collab. Share content. Do styled shoots with fellow creatives [this is the perfect opportunity to experiment with personal projects]. Marketing photography is way more fun and effective when done together.

12] Start Selling Prints [Smartly]

Your images don’t belong in a digital graveyard 🪦 Create an online print shop that makes it easy for fans and clients to buy your work.

Curate your best shots. Offer a handful of sizes and options. Keep it simple. Art deserves walls — not just likes.

13] Turn One Story Into Ten

Tired of creating new content every week? Don’t. Repurpose what you’ve already made. Turn a blog post into a carousel. A testimonial into a Reel. A shoot into three weeks of content.

This is marketing for photographers who’d rather shoot than spend their life on Canva.

14] Be the Brand. Not Just the Photographer.

At the end of the day, it’s not just your work people buy — it’s you. Your eye 👁️  your energy. Your way of making people feel seen.

Marketing isn’t about being fake. It’s about showing up, loudly and proudly, as the person behind the camera. Not beige. Not forgettable. But bold, honest, and totally unforgettable.

Final Word?

Photography marketing isn’t a side hustle — it’s the lifeline of your creative business. The images speak for themselves, sure. But the marketing? That’s your mic 🎤 Use it.

Because great photographers don’t wait to be discovered — they make themselves impossible to ignore.