3 Ways of Differentiating Your Photography Business in a Competitive Market
With the increasing number of individuals aspiring to become photographers and the continuous advancements in digital photography, the barriers to entry in the field have significantly lowered. While this increased accessibility has fostered more avenues for creative expression, it has also resulted in market saturation. Photographers can no longer simply rely on their technical skills; standing out in this crowded market now necessitates a strategic approach to differentiation.
Making your photography business stand out may seem like an impossible task for some, but we believe dedication and effort always yield results! With so many fellow photographers racing for attention, it's still possible to cut through the noise and connect with clients in a meaningful way?
In today's article, we'll explore three practical strategies to help you differentiate your photography business. These strategies focus on authenticity, professionalism, and consistency–key elements that can help you connect with clients on a deeper level.
Let Your Authenticity Speak For Itself
Every individual has a unique set of skills and a perspective that sets their work apart. Identify and highlight your strengths to find your first step toward distinguishing your photography business. It could be a particular style or a specific technique, focusing on what you do best can resonate with your target audience and help your work stand out.
Having a deep understanding of your strengths and weaknesses, and leveraging what you excel at can significantly help you differentiate yourself. But how do you find your authentic voice? Reflecting on feedback from previous clients or peers could be a great way to start—what aspects of your work were consistently praised? Are you a natural when it comes to making your clients feel relaxed to capture natural expressions? Is it perhaps your captivating style of photo editing?
Once you've pinpointed your strengths, put them into every facet of your business. Highlight these aspects in your portfolio, include them in your marketing materials, and, most importantly, ensure they take the front stage in every session. If you specialise in capturing intimate, candid moments, highlight those photos on your portfolio, and share insights into your approach through your social media, blogs or website.
Remember to improve on your weaknesses and explore other areas or styles. That way, you can own and use your niche as a foundation while you grow and attract your ideal clientele with every improvement.
According to Alyssa Dougherty, a seasoned Central Florida photographer, establishing and maintaining a consistent artistic style is critical for photographers, who often spend years developing their unique aesthetic. This effort is showcased in various platforms such as portfolios, Instagram, and TikTok. "The recent controversy surrounding the "Sepia Bride" highlights the importance of including an artistic style clause in contracts and having thorough discussions with clients about their expectations." Alyssa says. The photographer delivered photos that were consistent with her portfolio but the bride realised months after that the style didn’t match her aesthetic and only hired the photographer for her online relevance.
Alyssa emphasises that while it's important to please clients, it shouldn't compromise the photographer's style and reputation.
"It is also the photographer's choice if they want to re-edit their images to please the client. Of course, we all want to make our brides happy. But at the cost of our style and reputation? Only so many compromises can be made.
So make sure to protect yourself first, contractually and by speaking to your potential brides. We can all agree, though, that both photographer and bride want to love the images from any wedding shoot."
- Alyssa Dougherty
Focus on Delivering Excellence
While your artistic skills might initially draw clients to you, it is your professionalism that will keep them coming back for more themselves or refer others. By professionalism, we mean several dimensions—from the initial interaction and booking a session to punctuality and the delivering your work. When done professionally, each of these steps goes a long way in growing your business and distinguishing you from competitors.
Take some time aside to assess your client's touch points of your business. Check its alignment with your personality and style, overall aesthetic appeal or timeliness. Consider whether your materials, eg. e-mail templates you use or your portfolio, need updating. When delivering your work, are you using standard cloud storage services like WeTransfer, or do you offer a client gallery that showcases your work beautifully? While these details may seem minor, even the slightest adjustment in your business practices can dramatically elevate your professional standing within your industry. Rest assured, your clients will take notice.
Professionalism also shows through how you handle feedback and resolve any issues. Many photographers struggle with efficiently collecting and showcasing reviews, leading to scepticism about the authenticity of their social proof. Demonstrating positive reviews and highlighting that you prioritise client satisfaction can be a significant advantage in a competitive industry. Potential buyers, as you can probably relate, often rely on the experiences of others before making a decision. Therefore, leveraging positive reviews can significantly influence their perception of your photography business and ultimately set you apart in a sea of options.
Here's how Jeffrey Wang, the Creative Director of Perfect Moment Photography and Video, incorporated new techniques into his work to keep their business ahead of the competition:
"Aerial shots add a breathtaking dimension to wedding albums. Investing in a high-quality drone and obtaining the necessary certifications can open new creative possibilities.
Combining still photography with cinematic video clips can offer clients a more immersive way to relive their special day. This trend is gaining popularity and can be a lucrative addition to your services.
Capturing couples in natural, expansive landscapes creates dramatic, impactful images. This technique leverages the beauty of nature to complement the subjects, often resulting in stunningly unique photos."
- Jeffrey Wang
Let Your Photography Business Shine With the Smiler Photographer Suite
When you have the right tools in your arsenal, it's much easier to focus on your craft more than running your business while consistently delighting your clients with no extra effort.
At Smiler, we know how much of a tedious work running a successful photography business involves. If you feel alone in this struggle, we're here to assure you that it's a common challenge for photographers everywhere. It can be overwhelming, and worst of all, it might lead many photographers to give up on their dream of a career in photography.
As a photographer, you're wearing many hats in your business. From answering inquiries and guiding clients through their shoots to editing photos and sharing your latest work online, it's all on your shoulders. Hence, a streamlined workflow is crucial and that's exactly what the Smiler Photographer Suite offers you–centralised management, faster payments, automated processes, and improved online visibility.
Create your account today for free and unlock exclusive features to keep you ahead of the competition. The best part? There are no monthly subscriptions, no signup fees, and absolutely no hidden costs!
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Consistency is Key
We should never underestimate the power of consistency in anything we do. It's a simple yet underestimated skill that has the power to transform our lives, or in this case businesses. Consistency requires discipline, and discipline helps you maintain focus on your objectives, even when you're having a bad day. It's not just about achieving excellence; rather about showing dedication and determination in your business.
Maintaining consistency in your brand message and service quality is key to building a strong, recognisable brand. Your business should have a coherent visual style and messaging across all platforms, from your website and portfolio to your social media profiles and marketing materials. This consistency helps potential clients quickly understand who you are and what you stand for, making it easier for them to decide if you're the right one for them.
Additionally, consistency in your brand and service delivery enables trust. When potential clients know they can expect the same level of quality and engagement from you at every touchpoint, they're more likely to recommend you to their friends and family.
Consider creating a brand guideline to outline your style, tone, and values. Do your half-year review to see if your client interactions and service delivery processes align with these guidelines and reflect the high standards you set for yourself.
What do you want to achieve today?
- Do you think your workflow allows you to differentiate yourself in a crowded market?
If not, make sure to check out Smiler Photographer Suite, which can be the answer to running your photography business smoothly.
- Would you like to learn more about the best practices for your photography business and discover helpful tips and tools?
Browse our growing collection of articles containing useful tools, techniques, and best practices. Many of these insights come straight from the mouths of successful professional photographers!