Marketing tips for photographers


The path to becoming a successful wedding photographer is different for everyone. Some people start their businesses as a side hustle and take a slowly-but-surely approach. Others dive head first into the deep end of the wedding industry pool and go full time because it’s the motivation they need. Regardless of the path you picked, they always intersect at the same point—the point where you wonder how to book more wedding clients. Because, whether you want to keep your photography business boutique or build out a team of associate shooters, booking more clients at the pace you need to reach your goals helps you set your direction. So today, we wanted to share some of our most effective marketing tips for photographers in order to help you fill your calendar season after season. Grab a notepad and read on for marketing, branding, and sales advice that will help you book more weddings


The debate is over—show your pricing

There has been an ongoing debate about whether or not wedding photographers and pros should put pricing on their websites, and we are excited to put this one to bed. We recently asked engaged couples whether or not it was important for them to see pricing before making the decision to inquire and 78% of couples answered, “Yes.” Now, we understand that you may have not put pricing on your website because you want the opportunity to have a conversation or sell potential clients as opposed to possibly turning them away. But, with such an overwhelming majority of couples telling us it is important to their decision making process, you might not be doing yourself a favor by omitting it from your packages or services pages—even if your pricing is more than a couple anticipated paying, if they truly love your work, they will reach out and be willing to invest.


Pro-tip: Be sure to price your services to include the value you provide and not just on your time and deliverables.


Have a unique point of view

The wedding industry is full of very talented pros and one of the keys to booking more wedding clients is being able to help potential clients understand how you are different. And, as a wedding photographer you are uniquely positioned with the tools to do that because, whereas a lot of wedding pros struggle to create branded content or a very consistent visual brand, you are the person with the skills and resources to do just that. So, when it comes down to it, your challenge is to complement your visual brand with a strong voice that communicates your unique point of view, approach, and process. This might push you outside of your comfort zone since we’re telling you to work in another medium, but you have to do more than curate a beautiful portfolio to draw potential wedding clients in.


To-do: Block 30 minutes on your calendar and write down the reasons you are different. This can be about why you got into wedding photography, the intangibles your couples get, your process, etc. The goal is to confidently and clearly be able to communicate why and how you are different from others.


Speak directly to the couples you want to book

In addition to building a brand that stands on its own two feet (and out from the crowd), you need to make sure you are speaking to your couples and not at them. So, one of our best marketing tips for photographers is to review the copy on your website and Storefronts because one of the mistakes we see wedding pros make is writing in a way that is too focused on them as opposed to being about the couple. 

Wondering if you are making this mistake? 

The easiest way to figure out if the copy you write is written from the wrong perspective is to pull up your website and/or Storefronts and see if most of your copy says “me,” “we,” “I,” or “you.” If what you read mostly the first three, you have room for improvement and here is how you can book more wedding clients with revised copy:

  • Identify where it makes sense to revise your copy from “me” to “you”
  • Write copy that directly speaks to about what your potential clients are looking for in a wedding photographer (both the actual service and the benefit of  the services)
  • Write copy that also addresses their concerns or what might be holding them back from inquiring
  • Be sure to write about your services in a way that focuses on the value (so you reinforce the fact that your price is worth it)


Pro-tip: Another way to speak directly to your couples is within the sales process. Learn how to close a sale based on a lead’s personality in order to connect with them even more.


Revisit (or create) your marketing strategy

Which brings us to our last marketing tip—revisiting or finally creating a marketing strategy for your photography business. Don’t get scared by this one, a marketing strategy is really just a document that says, “This is what I want to do in order to put my business in front of more people, when I am going to do it, and why.” And, while every wedding photographer’s marketing strategy is going to be unique to their goals, there are four foundational tactics that are helpful to explore and incorporate into yours.  


  1. Advertising – When you want to book more weddings, investing in advertising can be a game changer since it helps put your services in front of a larger audience. If you aren’t sure if setting up a Storefront on The Knot and WeddingWire is for you, be sure to read more about how advertising can help you grow your photography business.
  2. Blogging – You might already blog but if your blog doesn’t include optimized copy and help position you as an expert, you can get more marketing juice out of yours. Learn more about why it is worth your time to write something as well as why you should blog.
  3. SEO – Being found on the internet is one of your most important marketing tactics and your Storefronts certainly help. But, that is just part of what you should be doing to optimize everything about your online presence. If you’re wanting a refresher before getting started, read about what SEO is and the important things to know.
  4. Social media – You likely spend time on social media every week (or every day), but there is more to it than that. You need an updated social media strategy in order to make it worth your while.


Now that you have a list of things to do in order to book more wedding clients for your photography business, let’s keep this conversation going! Be sure to read this piece with tips about how to get more wedding leads and then get ready to respond to those inquiries. 

Photo Credit: Allie Marion Photography