Every photographer needs to connect with clients. For the ones you know about, you can reach out directly, using emails, printed promos, or through social media (these are examples of active marketing). However, there are lots of clients out there that might be a great match for you, but you just don’t know about them. So you have to make it easy for them to find you. One way to do that is with a listing in a photographer directory (which is an example of passive marketing).