This is the secret to marketing your photography business the easy way

One of the hardest aspects of running a successful photography business is the marketing. At least, for me. It’s a constant task and something that we are urged to set aside time for consistently every week. But how many of us actually do it properly, and are we doing it correctly using all the tools we have available?

In this video, Scott from Tin House Studio explains the three main threads of marketing your work and what the main purpose of each of them is. From your website to your portfolio to social media, each has a subtle difference, and you should be using each to it’s own advantage.

Social media: building awareness

Social media platforms like Instagram and LinkedIn are essential tools for photographers. They act as a constant reminder of your presence, helping potential clients remember you when a job arises.

• Purpose: Social media is a candid window into your life and work. It’s about staying visible and relatable, not directly booking jobs.
• Strategy: Post regularly—stories daily and grid posts 2-3 times per week. Share behind-the-scenes moments, rehash old work, and showcase your daily activities to remind followers of your brand.
• Key Tip: Focus on attracting the right followers—potential clients—rather than chasing sheer numbers.

Your website: establishing authority

A professional website signals legitimacy and offers a deeper insight into your work. Unlike social media, your website serves as a formal representation of your brand.

• Purpose: It’s the authoritative face of your business, providing a comprehensive look at who you are and what you do.
• Essential Elements:
  • About Section: Clearly explain who you are.
  • Gallery: Use a clean, high-performance layout to display your work.
  • Contact Page: Ensure your email aligns with your domain for professionalism.
  • Blog/News Section: Use this space to share updates, new shoots, or projects. Avoid writing for other photographers—write for your clients instead.
• Key Tip: Avoid outdated designs or free domain extensions. A polished website reflects your seriousness.

Portfolio: the key to winning clients

Your portfolio is the most critical marketing tool, distinct from both your website and social media. It is a tailored selection of work curated to suit a specific client or project.

• Purpose: A portfolio isn’t a showcase of your best photos but a collection curated to solve the client’s problem or meet their needs.
• Strategy: Adapt your portfolio for every meeting or opportunity. Highlight work that resonates with the client’s brand or vision.
• Key Tip: The quality of curation is more important than the individual images. Even an average photo can serve as the perfect fit in the right context.

If you use these three different layers to help market your business the right way, you’ll be doing better than most of your competition. Use social media to stay visible and build connections, develop a professional website to establish credibility, and create a tailored portfolio to win clients by showcasing your ability to meet their specific needs. By understanding the distinct roles of these tools, you’ll be well-positioned to attract and convert potential clients.

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