"Drilling Down" - Expanding Your Client Base as a Photographer

by Skip Cohen

The next segment of the "Drilling Down" series focuses on an idea to help expand your audience and reach more potential clients. This series ties back to many ot the core ideas from my nine basics for success in 2026.

Building your client base is something you should be doing 365 days a year. And right now, with Spring seasonality right around the corner (Mother's Day, Graduation, and Father's Day), it's the perfect time to think about finding new clients, as well as reminding your old ones what you do for a living. Being a professional photographer means you never stop learning and building your skill set. Being a small business owner means you never stop working to build your database of potential clients.

1. Your Current Database: I'm always surprised by the number of businesses that get so focused on finding new customers that they forget to take care of their old ones. There are so many opportunities to take old customers and bring them back for new products. Being in business, especially as a professional photographer, is about building relationships, and there's no better place to start than reconnecting with past clients. Keep in touch via email, phone calls, and even personal notes/letters.
2. Direct Mail: Direct mail is back with a vengeance. Think about how much noise there is in our lives and how many emails you delete every day without ever opening anything. Design a postcard mailer showing your images with a short call to action for a portrait sitting, a free promotional offer, etc. If we've learned nothing else from retail, promotions get our attention. You don’t have to discount your basic pricing, but provide added value with unique bonuses.
3. Look for Partners: You don’t need to do the postcard by yourself.  A children’s photographer might partner with a children’s clothing store. A wedding photographer can partner with florists, wedding planners, venues, salons, limo companies, etc. A senior photographer might partner with a sports store, a teen-focused clothing store, or similar businesses.
4. Stuck for New Ideas? Call your lab. All you have to do is ask, "What's new?" Then, sit back and listen. From new products to new materials they're printing on, a great lab has an ongoing collection of photo-centric ideas to choose from. This is the perfect time to call Marathon! From their current grad-card promotion to the Bella Albums to books and new presentation ideas, they've got so much to choose from.
5. Buy a List:  You don’t have to spend a fortune. Google the words "mailing lists" to find dozens of companies. Most will require a minimum quantity. They'll customize a list for you based on your needs. You can purchase by zip code. Many offer email lists as well. Often, they do not release lists. With spam issues, that's to your advantage. Let them handle deployment! If you do an email blast, consider your goals. Email alone isn't enough. Combine it with direct mail, publicity, and social media support.
6. Don't Forget Local Influencers: Built relationships with the local Chamber of Commerce, recognized individuals, and every business in your area. You never know when a postcard on children’s portraiture, for example, might inspire a bank manager to consider new headshots for their executives.
7. Use Social Media and Your Blog: If you've worked hard to build your presence, now use it. Keep growing your follower base with helpful, relevant content. You know your audience. Convert direct mail into social media or blog posts. Cross-promote with other vendors in the community. For example, a children's photographer partnering with a kids' clothing store might post about what to wear for portrait sittings and include the partners' special promotion.

Last but not least, remember this is a word-of-mouth business...

NOTHING helps your business more than exceeding expectations and producing quality products. But quality isn't just about the finished product. It's also about the experience of working with you. It's about keeping promises and making a portrait session, for example, FUN!  In the same respect, nothing can hurt you more than a reputation that's underwhelming!

There are no traffic jams on the extra mile.
Roger Staubach

Because so many people think they can take shortcuts to success, there aren't enough who go above and beyond expectations. As a result, the path to success is rarely crowded!