Photography Industry

Insider Tips from Pros: Running a Successful Photography Business

Busra Islek

Oct 23, 2024 • 8 min read

In the photography industry, simply being skilled behind the camera isn’t always enough to thrive as a business because success requires much more than a passion for the craft or creative vision. Photographers also need to handle the business side of things to build a sustainable career.

Why do many photography businesses have the potential to thrive, yet so many struggle to find their footing? How can a photographer avoid common pitfalls and carve out a successful niche in this competitive industry? This comprehensive article explores the intricate web of challenges that often lead to the downfall of photography businesses, while simultaneously offering a beacon of hope for both aspiring and established photographers. By following proven strategies and learning from the lessons of fellow photographers, you can build a successful photography business.

Why Photography Businesses Fail

From unpredictable income to fierce competition, running a successful photography business presents obstacles that can easily trip up even the most talented photographers.

Lack of Business Knowledge

The digital revolution has lowered the barriers to entry into the photography industry. Many photographers launch their business without realising that photography is only a small part of the profession. The creative side of the business may come naturally, but running a successful photography business requires business skills to ensure long-term sustainability and profitability. Without proper pricing structures, effective cash flow management, and a solid business plan, they quickly find themselves struggling to stay afloat.

At Smiler, we know it can be tough juggling creativity with the pressures of running a business. That's why, Smiler Photographer Suite features powerful automation tools that empower photographers to achieve an efficient workflow that works for them, saving them both time and sanity.

Ineffective Marketing and Branding

Your online presence should make people stop, look, and book! In a visually-driven industry, ironically, many photography businesses struggle with self-promotion. You can be a wizard behind the lens, but if your marketing and branding are not top-level, potential clients won’t even know you exist.

Without a strong, cohesive brand identity and effective marketing strategies, even the most talented photographers can blend into the background of a very crowded marketplace.

Poor Client Management and Customer Service

Businesses that neglect the human element—failing to manage expectations, communicate effectively, or provide 5-star customer service—often find themselves with dissatisfied clients and a bad reputation.

If photographers are not keeping their clients in the loop, missing deadlines, or failing to handle their concerns with care, even the best photos won't lead to success. Dissatisfied clients talk, and in the age of online reviews and social media, a bad reputation can spread like wildfire. The same goes for happy clients who are your best marketers. Providing an exceptional experience is just as important as delivering gorgeous photos.

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When just starting out, word-of-mouth marketing is incredibly important. People are more likely to hire a photographer recommended by friends, family, or other clients who’ve had a great experience.

The Key to Creating a Successful Photography Business

We asked professional photographers from various backgrounds to gather their top tips for building a successful business. Now that we’ve identified the common pitfalls, let’s dive into proven strategies that can help propel your photography business toward success.

Develop a Robust Business Plan

Having a solid business plan is essential for any photographer who’s serious about turning their passion into profit. It gives you clarity on your goals, defines your target market, and helps you stay financially organised. Without one, you’re essentially winging it, and that’s not a strategy for long-term success.

A photographer with an entrepreneurial approach will outperform one who relies solely on talent. They'll know how to market their services effectively, set competitive prices, and build long-term client relationships. They're also more likely to invest in their growth, whether through investing in their marketing efforts or equipment.

As a former photographer, now turned lawyer for photographers, Paige Griffith at The Legal Paige recommends implementing strong legal contracts.

"It is important to have a strong contract that can protect both you and the client during your time together. This allows you not to feel worried about the legal issues that can go wrong, but instead to feel covered and protected. If issues arise, the contract is easy to refer to and helps to guide the decisions for you."

Find Your Unique Selling Proposition (USP)

In today’s crowded photography market, standing out is essential. To succeed, you need to define what makes you unique. It could be a signature photography style, unparalleled customer service, or something unexpected that adds a "wow factor." How you handle client interactions, the speed of your service, or added extras can be just as impactful.

Susie Inverso, a professional pet photographer at Crimson Cat Studios, emphasises the importance of finding your niche and persisting through challenges.

"I was photographing humans for 20 years when, in the back of my mind, I knew I really wanted to specialize in pets. Once I started doing that, I found the passion I needed to really focus on my photo studio's success. There will be bad days; don't stop. The ones who succeed are the ones who keep going. Your success is on the other side of fear."

The trick is to think creatively about how you can add value and be memorable. Put yourself in your client's shoes, what would make their experience truly one of a kind or how would they feel appreciated? These unique offerings will not only create loyal clients but will also generate word-of-mouth buzz, helping you grow your business in a highly competitive field.

According to Karl Perera, teacher and astrophotographer at Astroimagery, being authentic is the key to finding success in a competitive industry like photography.

"Being authentic has helped me to build my brand as an astrophotographer. In my experience, the key to a successful photography business is authenticity and being true to yourself. Your personal style, values, and experience of life all contribute to your brand's narrative. After all, it is stories and the personal touch that count in today's world, and they play a crucial role in marketing your work to potential clients."

Prioritise Client Experience and Relationship-Building

Exceptional customer service can set you apart in a competitive market. It's extremely helpful to create a client-centric approach, from the initial inquiry to the final delivery of images. Create a seamless, enjoyable experience that exceeds expectations.

According to photographer Jonathan Young (Jonathan Young Photography), "treating your clients like gold" is key to a successful photography business. Everything else is secondary.

"I've seen super-talented photographers fail because they're unwelcoming of their clients' creative direction. Learning what your clients' goals are and properly preparing to meet and then exceed their expectations gives you a foundation for success with every project.

Professional cameras today are so advanced that there are high diminishing returns from upgrading with each product cycle. It's not the quality of your camera that will win you more business, but how you treat your clients. When you become your client's advocate and show that you care about their project, there is endless upside from repeat business and referrals."

We've recently explored the gear vs skill dilemma. If you're interested in hearing what pros think about it, click here to read!

"The key to running a successful photography business is not having the most expensive gear or the largest Instagram following," says Rose Groves at Matlai Photography.

"In my experience, the key is structuring yourself to serve a very specific type of client and then giving them the best experience possible. You do this by creating strong communication channels, being a problem-solver, outsourcing what takes too much of your mental load, and having a strong brand.

There are the obvious truths of tracking expenses, filing tax reports, and paying for subscriptions that make life as an entrepreneur easier, but the key lies in finding and serving your ideal clients."

At its core, photography is an inherently personal experience. Clients want to feel comfortable, understood, and valued. This level of trust, paired with amazing photography, is enough to exceed their expectations and is key to turning a business into a success.

You can't have a successful photography business with bad photography and amazing client relationships, and you cannot have a successful business with amazing photography and bad client relationships—it's the service PLUS the relationship.
-Ben Atkins, Ben Atkins Photography

Collaborate and Network Strategically

Networking is one of the most effective ways to get more eyes on your photography business. Attend industry events, get involved in online photography communities, and team up with other professionals in the field. Building relationships with fellow photographers, clients, and influencers can open doors for referrals and exciting collaborations. Plus, word-of-mouth from these connections helps boost your visibility to a much larger audience.

In a previous Q&A with Dyutima Jha, she shared how pitching to brands became a game-changer for her. "I was able to collaborate with 5-star hotels, global magazines, and top F&B brands by reaching out directly with strong pitches," she explained. If you think you need to wait around for your dream clients to come to you, think again! Your dream client, and many other high-profile opportunities, might be just a well-crafted, personalised pitch away.

As Vicki Bartel of Vicki Bartel Photography explains "Throughout my 15-year career in photography, strategic collaborations have been pivotal." She goes on to describe her partnership as an official photographer for Taylor Swift’s Eras Tour:

"As one of the official photographers for Taylor Swift’s Eras Tour, I partnered with a marketing expert who utilized my images in promotional graphics. Together, we developed business tips inspired by the tour, expanding my audience and illustrating the power of blending unique content with strategic expertise.

My specialization in personal brand photography for female entrepreneurs allows me to tailor my services to precisely meet their needs. This focus is evident in my work at events like the Eras Tour, ensuring my offerings resonate deeply with my target audience. These strategies form the cornerstone of my business's sustained growth and longevity."

The path to building a successful photography business is far from easy or straightforward, but with dedication, it's absolutely within reach. Not to be cliché, but think of success in this field as a marathon, not a sprint. It'll take persistence, creativity, and a deep passion for both photography and entrepreneurship to build a successful business. You'll face challenges, but those who stay committed and continue pushing forward are the ones who make it. Success doesn’t happen overnight, but with patience and hard work, it’s entirely achievable. Keep going—the rewards are worth the journey!

If you want to be inspired by the success stories of fellow photographers, make sure to check out these other great features:

If you'd like to learn more about the best practices for your photography business and discover helpful tips and tools, browse our growing collection of articles on our blog.