Photography business coaching is a specialized service that focuses on different aspects of a photographer’s business, from marketing and presentation to portfolio management. Coaches work closely with photographers to identify areas for improvement, streamline marketing efforts, and optimize their overall business strategy. This support allows photographers to focus more on what they do best—capturing stunning images.

When reviewing a photographer’s marketing, my first priority is to examine how well their presentation aligns with the audience they intend to reach. It's not uncommon for photographers to perceive their ideal client as different from who it truly is, based on their current presentation. This isn't about being delusional, but rather understanding that the perception may not fully align with their ultimate goals.

In the world of commercial photography, finding the right marketing strategy can make or break your business - for real. While Instagram ads might seem like an appealing option, they come with several pitfalls that can hinder rather than help your growth. Here’s why using paid Instagram ads are never the best idea for commercial photographers.

When I review a photographer’s website I first imagine I’m a client looking for the basics: what do you shoot, what’s your experience level, and where are you located. After that, I’m looking at the less obvious but very important elements that go into creating a great impression and converting visitors into clients:

“Julie says, “Treat your business as a business. It’s not just about the images, it’s about getting in front of people and selling yourself. Once you get busy, you stop thinking about your marketing, but you need to make sure you have work six months from now, too. We want to create habits that will keep you on track. Consistency is so important in your marketing. If you send one newsletter a year, it’s not going to do anything. If you send them once a quarter, it will.””

Performing a competitor analysis can sometimes evoke emotional responses, especially when it has the potential to shine a light on our own performance. We all feel it, but adopting an objective mindset is the only way to gain valuable insights into what YOU can be doing to improve your own business.

The Marketing "Rule of Seven" is a concept in marketing that suggests a potential client needs to come across a marketing message at least seven times before they are likely to take a desired action, such as making a purchase or engaging with a brand (that’s your, photographers!)

If you've been using the same marketing tools and strategies for years, they will eventually become less effective. To overcome the plateau, it's time to broaden your marketing reach and explore new avenues. If you’ve been focusing on Instagram, try giving LinkedIn some attention. If your newsletters aren’t getting the same responses, try scheduling some portfolio reviews to get in front of new people. Experiment with different approaches and find the ones that resonate best with your new target audience.

While the ultimate goal of your larger marketing strategy is to attract and acquire customers, the path to achieving that goal is often more complex and nuanced than a direct one-to-one conversion. Recognizing the multifaceted nature of marketing tools can lead to a more holistic approach that maximizes their potential impact.

Use downtime as a chance to embark on personal projects that align with your artistic vision and interests. These projects can be passion-driven and less focused on commercial viability, allowing you to explore new techniques, subject matter, or styles.

Encourage clients to prioritize you: If you're keen on setting up client meetings during your trips, take the initiative and reach out directly via email well in advance. Communicate your availability and express your interest in scheduling a meeting during your limited time in town. By emphasizing your limited availability, you create a sense of urgency and encourage clients to prioritize meeting with you.

Having a clearly defined personal style is crucial at every stage of your career, even as it fluctuates over time.

It serves as a visual signature, distinguishing your work from others and conveying a cohesive narrative. A defined style enables you to express your unique perspective, creating a distinct identity that resonates with your audience. It establishes trust and recognition, attracting clients who align with your artistic vision.