Marketing & Branding

Episode 185 - Ideas for Marketing and Branding your photography business.

The Transcript page - https://photographysidehustle.com/185

The Photoshop for Photographers course

ConvertKit - Set up a free account with a list of up to 1,000 emails.

Please leave a voice message for Andy at SpeakPipe.com   Ask a question and get on the podcast, you know it makes sense.

Join the Facebook Group and ask as many questions as you like.

Visit PhotographySideHustle.com, and you get access to all the downloads, including the Pricing Calculator, mini-courses, and videos of how I process my RAW images

Transcript

Hey, how’s it going? I’m Andy Jones, and this is episode 185 of the Photography Side Hustle podcast.

This week, I’m going to waffle on about how you can market and brand your business.

Let’s get started with …
1. Developing a Personal Brand
So, what is a personal brand?

It’s how you define your style, mission, and values and communicate everything through messaging and visuals. 

Steps to Build Your Brand:
Identify your niche and target your audience. So, if you are going to be shooting real estate, your target audience is realtors. If you specialize in newborn portraits, the audience is couples aged between 20 and 35.

The more you niche down, the easier it is to build a brand around it. It also makes marketing way easier. You are directing your efforts to people who are interested in what you are offering. 

Another thing that you can do is write a tagline. Like “Timeless Monochrome Family Portraits.” Something that emphasizes what you do and who it’s for.

If a potential customer visits your website, the first thing they see is your logo or business name. So, “Jane Doe Photography,” and then “Timeless Monochrome (or B&W) Family Portraits. They instantly know they are in the right place if they are looking for someone to take their family portraits and love B&W photos.
While I’m on the subject of websites, you also need to develop a cohesive look. The colors and fonts you use need to be repeated consistently across your website, social media, and marketing materials.

You also need to show customers your authenticity. Post behind-the-scenes videos of a photo session or how you edit an image. They need to see that you’re talented. 

You can post this type of video on your blog, the About Me page on your website, or social media.

The “About Me” page is where you can tell your story, what inspires you, and your approach to photography.

Now, you are going to need tools to build a personal brand. I would use a platform like Canva for branding templates. You can decide on a color scheme at the same time.

I would use social media for storytelling and engagement with your audience.

3. Why You Need a Consistent Style
What is a Consistent Style?
It’s your recognizable look: your editing style, how you compose an image, and the subjects you shoot. You need to experiment with different editing presets, color tones, and shooting techniques to define your style. 

This doesn’t happen overnight. It takes time, and your style will change over time.
Why Consistency Matters
Customers want to know what to expect before they hire you. You must build a strong, memorable brand that sets you apart in the market.

4. Making Your Website and Portfolio Discoverable
Up to this point SEO, Search Engine Optimization, has been the way to go. Search engines have ranked websites by keywords or phrases. 

So, if you used the term “Wedding Photographer in YourCity,” you would be added to the results if someone searched for a “Wedding Photographer” in your area. 

But, at the moment, all of the search engines are AI-based, and the main reason a website is ranked is because it answers the question asked.

Yes, it’s still important to mention where you are and what you do on your website, but it’s more important to answer potential search questions. 
A search question or query might be “How much does a wedding photographer charge in MyCity?” So you need to put your prices or the starting price on your website.

When you have time, do a Google search for “How much does a wedding photographer charge in MyCity?” 

I did it for my area and six photographers, and their prices came up at the top of the results. You want your business to be one of them for whatever you shoot.

If you want to know what terms and questions people are searching for, search for your genre of photography. Like “Family Portrait Photography,” “Wedding Photography,” or “Newborn Photography.” Then scroll down the page, and you’ll come to the section called “People Also Ask.” These are the highest-ranked searches for your genre. 

If you can address these searches on your website, your website will get higher in the rankings.

4. Free Tools to Market Your Business
Google Business Profile
The Google Business Profile is one of the easiest ways to reach the top of the search results. It used to be called Google My Business. You put your business details in, and when someone searches for your niche in their area, a listing comes up with a map showing your location. Best of all, it’s free.

Encourage clients to leave Google reviews to boost local search rankings.

Social Media Platforms
Use Instagram to showcase your portfolio and engage with potential clients.

Facebook Marketplace or Groups to promote local services.

Pinterest for inspiration boards that link back to your website.

Email Marketing Tools (Free Tiers)
Platforms like Mailchimp or Kit to send newsletters and special offers. Your email list is going to be one of your most important tools.
Video Marketing
Use free apps like CapCut or InShot to create behind-the-scenes content or short videos for platforms like Instagram Reels. I don’t use these apps myself. I’m sure there are many more. 
5. Collaborations
Partnering with Local Businesses
For referrals, wedding photographers should contact florists, wedding planners, makeup artists, or event venues. Pet photographers contact pet stores and groomers.

Offer cross-promotions, like a free shoot showcasing their products or work, in exchange for them sharing your contact information.

Using local businesses to expand your reach is something you need to do.

Okay, that is everything I can think of for marketing and branding.

I’ll put the transcript in the show notes and over at photographysidehustle.com/185.

If you need help with anything, you can find me in the Facebook group, Messenger, Instagram, and Bluesky.

I’ll be back next week with a pickup truck full of waffle. 

Talk to you soon, bye.