As a professional photographer, I get asked a lot of questions. Some are from clients asking about my previous experience or favorite Northern Arizona photo spots, but many are from other photographers. They want to know what photography business growth strategies contributed to my success, if I have any advice for aspiring photographers, and how I got my start. 

I’m always happy to answer these questions because I believe in lifting others up through mentorship and giving them the chance to get started in a creative and rewarding career. 

That’s why I’ve compiled the following article. It’s a rough overview of what it takes to start a photography business, and how to find continued success and growth in a highly competitive market. My hope is that I can inspire someone to shoot for the stars, and start investing in themselves to make their photography dreams a reality, equipped with sound advice from a professional with over nine years of hands-on experience. 

So without further ado, let’s talk about getting started. 

Getting Started

If you’ve finally decided to start your photography business or are still toying with the idea, there are some key investments you will need to make early on. Setting yourself up for success can be a very time-consuming and expensive process, which is why I have dedicated this section to giving you the raw truth about what it takes to be a professional photographer. 

I hope this information can help you determine whether photography is the right path for you, and if it is, how to start on the right foot. 

Time

Yes, becoming a professional in any field requires passion and vision, which most aspiring photographers have in abundance. But all the natural artistic talent in the world isn’t a substitute for time. Building a business, especially a service and art-based business, takes time. You will need to spend time teaching yourself editing software, learning your camera, practicing, shaking hands, emailing clients, building your website, and much, much more. 

Investing that time comes at a cost. Sometimes it means losing out on time with loved ones or coming home from a tiring day at your full-time job to spend two or three more hours editing photos. It can mean weekends spent shooting weddings instead of going to the family barbecue. In all honesty, it can be overwhelming. 

That being said, making that investment now can yield more freedom with your time down the line. If you’re trying to create a lifestyle for yourself and your family where you can set your own hours and work doing something you love, it’s totally worth it. 

Equipment

An artist is only as good as their tools, as the saying goes, and this is especially true for photography. We’re at a point in time where everyone has a camera, and that means your equipment has to be professional enough to justify paying for your services rather than using a smartphone camera to capture the moment. 

A high-quality camera can be pricey. Depending on the brand you buy, you could be paying anywhere from $500 to $5,000. That is a pretty steep investment for a hobbyist but can be justified if you’re looking to make photography your full-time career or side business. 

You will also need editing software, a decent computer to edit on, and a website. All of that can get to be quite pricey, so it’s important to make sure that you think carefully about what you’re buying and how you plan to get a reasonable return on your investment. 

Branding

If you want to present yourself as a professional, you have to walk the walk and talk the talk. You need a brand that is consistent, visible, and polished. That means investing in a website that showcases your best work, posting consistently on social media, and keeping up with comments or requests that you receive. 

You can always attempt to learn the skills needed to do these things yourself, but it can be very time-consuming. Perhaps it makes sense to create your own site and run your own social pages in the beginning, but as your business grows and takes up more of your time, I recommend seeking out a marketing professional who can help you put your best virtual foot forward. 

Skills

Before even considering starting a photography business, you must invest in the skills to back up your work. You have to be able to provide a service that’s value exceeds free pictures from a camera phone or even a high-quality amateur camera. That means classes and practice, lots of practice. 

While there are plenty of free resources on YouTube, the best hands-on and personalized instruction will always come from a senior professional photographer. They can teach you about camera settings, posing, editing software, and stylization, as well as give tailored feedback on your work and how you can improve. Finding a photography tutor is also a great way to grow your network, especially if you plan to specialize in different types of photography. 

While this is undoubtedly the more expensive option, it’s also a great option to consider if you’re interested in making photography your full-time career within the next two years. 

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Networking

Speaking of making connections, no photography business can thrive without proper networking. That means shaking hands, carrying cards, and remaining visible at relevant events (like bridal expos or business conventions). If you’re just starting out, you can’t afford to slack when it comes to showcasing your work and getting face-to-face time with potential clients. 

Photography Business Growth: Things to Remember (and Avoid)

Now that you know the basics of getting your photography business up and running, let’s talk about photography business growth strategies. Here are some of the top tactics I have used to expand my business over the years and find long-term success (as well as some common pitfalls to avoid). 

Your Attitude Will Make or Break Your Business 

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In a service-based business like photography, your attitude is everything. People tend to remember how you made them feel long after an interaction, so it’s critical that you always put your best foot forward with your clients, especially in a service-based business like photography. 

What does that mean in practice?

Well, it means you might have to be uncomfortable. If you’re naturally introverted, you will have to learn to talk to your clients and make small talk. If you’re having a bad day, you might need to put on a happy face even when it’s hard. That’s not always easy, but having a bad experience with even one client can cause you to lose out on dozens of word-of-mouth clients. 

Go the Extra Mile

In a similar vein, it’s important to not get into a transactional mindset with your clients, even though it is ultimately a transactional process. If you can make the photography experience more pleasant for them, you should do so, even if it results in less opportunity for profit. 

For example, lots of photographers only allow their clients to select a limited number of shots from their gallery, and then delete the others. 

While I understand the impulse behind this practice, it’s not the best strategy if you’re looking to garner repeat business. If you’ve already shot and edited the images, it makes no sense to delete the rest to drive a false sense of scarcity. In all likelihood, your clients won’t appreciate it either, and probably won’t consider you for further opportunities. 

I always go out of my way to form personal connections with my clients because I love people, and I want them to know that I love what I do in part because I get to meet so many different wonderful people. I find it also helps me to better capture my subject if I know them well and understand what they’re looking for. I truly hope that everyone I work with sees me not just as their photographer, but also as a friend. 

So if you have the chance to bend the rules to make a client feel extra special, you should. It makes a world of difference over time in how you’re perceived and how much personalization you can put into your work. 

Keep in Touch

Just because you’ve completed a project doesn’t mean that’s the end of your relationship with your client. In fact, repeat business is the bread and butter of great photography. The more moments you can capture for your clients, the better. 

That’s part of why investing in your marketing strategy should include client retention campaigns. You should periodically be sending prior clients specials, offers, and notifications of upcoming sessions. This keeps you in the forefront of their mind and takes the pressure off them to seek you out and schedule something. They can simply click the link on your email blast and sign up when they’re ready. 

Set Boundaries

There’s no faster way to get burnt out with a new business than to allow it to consume your entire life. If you’re not taking proper care of yourself mentally, emotionally, and physically, it’s impossible to truly do your best work. 

I still make time to spend time with my partner and pets hiking and doing things I love. It’s what keeps me fueled, energized, and ready to tackle new challenges. Without that time dedicated to rest and relaxation, I wouldn’t be able to keep up with my workload. So please, don’t make a habit of skipping out on date night, family dinners, or taking your furry friend to the park. You can be successful while still making time for the things that matter most. 

Specialize, Specialize, Specialize

Oftentimes new photographers advertise as just that, a photographer. They don’t care where their business comes from, they will shoot anything from weddings to newborn photos to headshots. If there’s work for them, they’ll take it. 

While there’s nothing wrong with being a generalist, it can be exhausting. Specializing allows you to network easily with photographers of different specialties, create more tailored offerings for your target customer, and become a trusted expert in a single photography field. 

That doesn’t mean you can never take jobs outside your wheelhouse, but it does set you up to create a more niche portfolio that will help you back up your skillset. 

Upskill

In a photography business, growth isn’t always linear. Things can change very quickly, and you need to be able to keep up with advancements and new technologies. That’s why maintaining your drive to continue learning is so important. 

So what does that look like in practice? That can mean becoming familiar with the latest AI image editors or trying out new cameras and accessories. Keeping your knowledge and skillset current will allow you to keep up with other photographers without falling behind. 

Additionally, you can invest in complimentary skills, like videography and video editing. This will allow you to broaden your offerings, which can be the difference between landing a client or losing them to another professional. 

My Photography Business Growth Story (and How I Can Help Yours)

My name is Tess Gearhart, and I own, built, and continue to grow TG Photo and Film, which has been a dream of mine since I was ten years old. I’ve been in the wedding industry for over nine years, and it has been such a fun (and wild) ride documenting these special moments in couple’s lives. 

I believe strongly in investing in others, so I offer mentorships, preset packs, posing courses, and even some freebies for other photographers. I’ve helped many other aspiring photographers, and I would be happy to help you as well. 

Feel free to reach out to me here so we can schedule a time to chat. I look forward to learning more about you, your goals, and what we can do to make your photography dreams come true.