Marketing Your Photography Business on a Budget | Understanding What It Really Takes to Go Full-Time pt. 4
- Blink Photography Co.
- Oct 16
- 6 min read
Updated: 1 day ago
You don’t need a huge budget to market your photography business — you just need strategy, consistency, and creativity. Many photographers think that without paid ads or a fancy website, they can’t compete. But the truth is, some of the most effective marketing tactics cost little to nothing at all.
Whether you’re just getting started or trying to scale your side hustle into a full-time business, this guide will walk you through realistic, low-cost marketing strategies that work in today’s competitive photography industry. Affiliate links may be used throughout, which does not affect you negatively in any way. It does not increase the price of the item(s) we recommend. Should you decide to purchase an item(s) via our links we will receive a small commission as a 'thank you' from the represented company. Thank you for your support! :)
Key Takeaways
You can successfully market your photography business with minimal spending by using smart, free tools and platforms.
Social media, email marketing, and SEO can generate steady leads over time.
Collaboration, consistency, and community engagement are the biggest growth drivers when you’re on a budget.
Building a marketing habit (not a one-time effort) is key to long-term success.
Make the Most of Free Marketing Tools
Before you ever spend a dime on marketing, get familiar with what’s already available for free. You can create an incredible marketing foundation using resources you probably already have access to.
Firstly, set up your Google Business Profile account. Add all relevant information as well as your best work from your portfolio, and link to your website and socials. Include keywords that are relevant to you such as “Wedding Photographer in WNC.” Whenever you complete sessions, refer your clients to your profile to leave you a review. Collecting 5-star testimonials from clients is a powerful way to influence prospective clients to hire you. This will boost your local SEO and help potential clients find you organically.
Next, focus on your social media platforms. Choose only one or two platforms that you can manage consistently, don’t attempt to manage all the platforms. Think about what kind of content you want to create and post. Instagram and Pinterest are great for visual aesthetics, so consider focusing on posting your portfolio. Facebook is ideal if you want to network locally and attract clientele via community groups. Threads and X are perfect for sharing quick insights, tips, or just sharing some beef to engage with the photographer community.
Use Content Marketing to Your Advantage
Content is how you build trust, and trust converts into clients. So, if you haven’t started a blog, this is your sign. Blogging regularly helps you to rank higher on Google and shows clients that you’re an expert in your field. Focus on evergreen content such as what to wear for a fall photoshoot, how to prepare for your engagement session, or talk about the best photography locations in your area.
In addition to blogging, consider creating educational content. Instead of simply posting your portfolio, show what you know! For example, you can post BTS footage, create short tutorials, share before and after edits so clients can see your whole process.
Build Relationships (More Valuable Than Ads)
Marketing doesn’t always mean shouting louder. Sometimes, it’s about connecting smarter. First up, consider partnering with local businesses, such as florists, bakeries, and even wedding venues. Create promotions like: “Book your wedding with [vendor] and get 10% off your package.” This will not only bring you more business, but will also help promote your referred vendor. Win-win. If you live in a community or city that occasionally has a small business trade show or market, consider attending and displaying your work. This is another alternative way to meet other relative businesses to collab with.
Secondly, set up a referral system. Word of mouth is powerful. Set up an offer such as a small referral bonus or credit for clients who send new clients your way. This doesn’t have to be overly complicated either. Add an input text box on your inquiry forms asking who referred them to your business. Also consider posting a “thank you” or shout out post on social media when someone recommends you. These small, seemingly insignificant gestures can secretly turn your past customers into brand ambassadors!
Use Email Marketing
Email marketing is still one of the highest-ROI marketing tools out there, and you can start with $0. If you haven’t set up an email marketing system yet then Kit (ConvertKit) is a great place to start; it's easy to get started and set up for $0. To get people to subscribe to your email list, first you’ll need to create a freebie. This needs to be something that is considered valuable and that others would be interested in, such as a mini guide. You can use this freebie to collect emails through your website and even your social media platforms. Set it up so that when people enter their email addresses they will be rewarded with the freebie sent directly to their emails.
Send out emails announcing new blog posts, mini session announcements, BTS content, or general tips. Keep your tone conversational, so that clients feel like they are actually listening to your conversation.
For a bundle of 30 ready-to-use email templates, be sure to check out my photographer resource bundle on the Shop page.
Invest Small, Strategically
Once you’ve mastered the free side of marketing, it’s time to invest a small amount for paid marketing strategies. Start out by boosting one or two of your most successful posts. You don’t have to spend a lot of money, generally speaking, most platforms allow you to customize your ad campaign and end once a certain amount of money has been spent. Start with $10-$20 and test your results.
If you don’t necessarily have a post you want to pay to advertise, you can draft and design one in Canva. I suggest reviewing all your posted content first, take notes on the top 3 best performing posts before creating a post from scratch for ad purposes. Ask yourself: What caught everyone’s attention? What was the purpose of this post? Will this help me gain new clients? You can design marketing campaigns within Canva using a number of different templates. You can start for free on Canva and upgrade at a later date to unlock extra resources. But for now let's just use the free version.
Stay Consistent and Track Your Efforts
Marketing is a game of time and adjustments.
You won’t always get the results you want on the first try. There are so many factors to consider when marketing… keywords, audience, time of day, hashtags, or not to hashtag, aesthetic, so on and so on.
If you don’t get the results you want time after time, that's ok! Don’t give up. Just take notes, make adjustments, and move on.
Look at:
Which social posts get the most engagement.
Which blog posts drive the most traffic.
Which referral sources bring clients.
Now that you’ve made a few notes, let’s get a game plan together by setting some SMART goals…
For example:
Specific: Post 3 Reels per week.
Measurable: Grow Instagram followers by 20% in 3 months.
Achievable: Book 3 mini sessions monthly.
Relevant: Focus on your local niche.
Time-bound: Review and adjust quarterly.
Now this is only an example… feel free to adjust to your wants, needs, and overall goals! Set realistic goals for yourself within a reasonable timeframe, and most importantly, don’t freak out or stress if it doesn’t work out like you had planned. That is ok! Review what worked well, and what didn’t. Take care of yourself while taking care of your photography business. Take breaks when needed, don’t get burned out or discouraged. It can be very easy to do when all your plans and goals are not following through as planned. If you didn’t hit your goals, revisit your SMART goals and make adjustments where needed. Rome wasn’t built in a day.
FAQ
1. Do I need to spend money on ads to grow?
No. Many successful photographers grow through SEO, referrals, and organic social media before ever paying for ads.
2. What’s the best free marketing strategy for photographers?
Blogging and Pinterest are two of the best free tools for driving consistent traffic to your site.
3. How can I market myself locally?
Use your Google Business Profile, post in community Facebook groups, and collaborate with local businesses.
4. How often should I post on social media?
At least 3–4 times per week. Consistency matters more than perfection.
5. How can I get more word-of-mouth referrals?
Deliver a great client experience and incentivize clients to refer others … even small thank you's go a long way.
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