How to Build a Photography Business
I love entrepreneurs and being surrounded by innovative people, so that’s what I photograph! Photo by Christin Herrmann
There are many different ways to build a photography business, but here are my suggestions for people who are getting started in the business of photography.
How to create and grow a profitable photography business in nine steps
1.Work for free!
- You absolutely need to start somewhere, and there is no better way to help shape your progression than doing free work. Not forever, pick a length of time that works for you. Boundaries around this are good. I suggest offering free shoots until people start requesting YOU. Or if you find that people are referring you, tell them to let people know that your fee is x amount so that the free work doesn’t extend beyond your direct circle.
- If there is style of photography you are learning or have little experience in, volunteer at places where you can gain experience with this type of photography and client.
- Personally I offered a crazy deal on portrait shoots and people had a year to redeem them for any kind of shoot. I call it my paid internship. I did so much work, and I quickly learned where I excelled (and not), and what kind of people I liked working with. It was a lot of work, but it was worth it.
2. Photograph what you like
There is no point creating a business you don’t want to immerse yourself in! Surround yourself with the people and locations that bring you joy. This will make the free work easier, and inspire you to do better work.
Additionally, you will have knowledge in these areas that other photographers will not. (ie. any sport or hobby you participate in. You know what the people want to see).
3. Create an online portfolio
- Websites are great for this, but not necessary. You could use Facebook, Instagram, Pixiset, Smugmug, Lightroom or any number of other portfolio programs. The key point is to have samples of your work available online for potential clients to see.
- Do NOT put anything in your portfolio that you don’t want to be hired for.
- Do NOT drown people with images. If you’re using a website, 10-20 images should suffice for each category.
- Make sure you have categories instead of a giant mishmash of photos.
4. Create a website or landing page where people can find out more about you
- This can be free or paid. Websites are common, but there are other options. You can use programs like Instagram or just have a Google Business Profile, the key thing is to give people exactly what they are looking for without making them work too hard.
- Please include pricing. Do us all a favour and don’t make us search for vital decision making information.
- I’m a website person and have had websites for many years. You learn a lot about keywording your website through this process, which I share more about on pretty much every other page of this website.
5. Network
As in, tell people about your work. Go where the people are who you want to work for! I’ve been pretty good at networking. When you have a large varied network it’s easier to reach a bunch of people from all industries and stages of life. Trust me, people love free or cheap photography. People also love my fancy business cards and I recommend moo for getting your own!
I know AI is taking away everyone’s creative jobs…but is it? I don’t think so. Not yet anyway. Photography is more than the photo, it’s the experience. Plus, you need good input material for the AI to work it’s magic.
We aren’t out of work yet, friends.
6. Upgrade your equipment
- As budget allows, continue to upgrade and offer a continually higher product. This never ends, by the way. There is no finish point. You will always have another lens or bag on the list. And you will always wonder if you made the right choice with the brand of camera you chose. You will continue to wonder about the other side.
- I started with Nikon and have evolved to Sony mirrorless. Sometimes I wonder if I should have been a Canon person. But that’s a $30,000 switch so…for now I’ll continue to wonder.
7. Upgrade your skills
- Combined with upgrading your equipment, you will improve at editing and delivering the photos, and your speed will increase too. Maybe you’ll find an editor depending on the type of photography you do. The idea is to keep pushing yourself to new edges.
- I evolved from weddings, families and portraits, to real estate, corporate events and business branding shoots. This was mainly because I didn’t want to work weekends anymore. I spend many years photographing almost every hour the sun was up. That got tiring, but the money was good.
8. Answer questions online to position yourself as an expert
- This one is optional, but it’s a good way to generate some traffic to your portfolio. It’s especially handy to answer questions in the industry you like to work in.
- I like photographing corporate events, so I position myself in event planning forums to talk about lighting, timing and decor. The best way to get great event photos is to have great material to work with. How the space is designed and where an event is held makes a huge difference in the final image quality. Timing makes a difference in that there needs to be time allowed for photos they might want (ie. a group photo).
- Basically, I act as a visual event consultant for conscientious event planners.
9. Have a good system to deliver the photos
Data takes up a lot of space! I use Pixieset, but I’ve used Dropbox in the past. With the clients I now work with, they appreciate having a system that makes it super easy for them to view, favourite, download and share the galleries. Pixieset is so great I wish I had an affiliate link to share with you. I don’t, but I do recommend them.
There you go! We could go into much more detail, but these tips are a great overview to starting and growing your photography business, and how I personally built mine.
Did I leave anything out??
