It’s no secret, many photographers are on pretty tight budgets.

Even in this digital age, equipment is still pricey; maintaining a studio means rent, utilities, staging props, and more. And marketing your business in a way that you want may be out of the question.

Digital Marketing is Cheap, But…

Every photographer has a website with a portfolio of their best work; they have Facebook and Instagram profiles and pages; many are on LinkedIn. Being “found” and gaining a large following is a long shot and will take more work than you may have the time to put in.

But marketing yourself locally can bring better results, more business, and greater income if done right. And it doesn’t have to blow a huge hole in your budget.

Here are eight low-cost, budget-friendly marketing strategies you can begin to use immediately.

1. Get Out and About

You have to go where potential clients are, and that means attending events, joining some organizations, and finding networking opportunities within a 5-mile radius of your home base.

• Your library foundation usually hosts a fundraiser or two during the year. Of course, the public is invited, but local merchants may also set up booths for a nominal fee. Use these opportunities to gain face-to-face recognition. Offer a drawing for a free portrait and announce the winner publicly at the event.
• If your town does not have a local chamber of Commerce, find the nearest one. They also have public events and usually have time for networking. Make contact with other local business owners. You may be able to eventually develop collaborative relationships or referrals for each other.
• Join a small business networking group. They usually meet once a month. Relationships you develop within these groups can bring in regular referrals.

2. Develop a Strong Elevator Pitch

You may be unfamiliar with this term, but it is a great marketing strategy that costs little. In brief, you create a 30-second introduction of yourself, your business, and how you provide value to others.

Work hard on this pitch. It must be creative and engaging. If you just don’t know how to start, just Google the term and you will get hundreds of results, along with examples that will give you great ideas.

You can use your elevator pitch anywhere – any place where you are likely to get the question, “What do you do?” And always have a business card to present once you have given your pitch.

3. Do Some Charity Work

Find non-profit organizations whose causes you believe in. You can offer your services for free. The Humane Society may feature a “dog of the week.” Offer to take those photos for free.

If a charity is holding a fund-raising event, offer your services for free. Your fabulous work will be featured in their next brochure or marketing package, along with credit to you.

4. Make Your Business Card Unique

That card is a pretty small space and won’t hold much more than a border, your name, address, phone, website link, and perhaps a catchy slogan. But what about the back of your card? Put small versions of two of your best pieces of work on it.

5. Become an Authority

You may have a website, but how about a blog? Write great articles about the art and science of photography. Offer yourself as a source to budding photographers (just not in your locale), provide advice, etc. Consider offering online courses.

Offer yourself as a guest speaker to high school or community college classes in photojournalism. And hand out those cards, telling the students you will be happy to have them call you with any questions they may have.

6. Run Contests and Drawings

Visit local businesses and ask if you can promote a drawing for a free session. It can be something as simple as having a jar on the counter at a restaurant checkout, where people can throw in their business cards.

7. Develop Collaborations

Find related local businesses. If you do a lot of outdoor photography, is there a fishing and hunting merchant in town or close by? Organize an outdoor photoshoot featuring some of his gear that he can use in his marketing materials.

If you do weddings, collaborate with local wedding vendors and organize a shoot that features all of your businesses together. These can be used in all of your marketing materials, with your names prominently featured. If you do kids’ birthday parties, Bar mitzvahs, anniversary parties, etc. collaborate with caterers, party supply retailers, etc. and do the same. And all of these collaborations will bring in future referrals.

8. Come Up with Incentives

Incentives should not just be for new clients, although those are always good to bring them in.

But you should be rewarding your current clients too. If you have done family portraits, contact those customers and offer a great discount if they are ready to schedule next year’s shoot. If you have done a wedding, keep that couple’s information and offer a discount for a first-anniversary portrait, if the book that session within the next 10 days.

It’s a Process

Any marketing campaign or strategy you choose to use may not have immediate results. Getting yourself and your reputation out there takes time.

But you are not in this for the short-term. Over time, you will develop those long-term relationships that result in repeat business and continual referrals. Your job is to be consistent, look for those inexpensive opportunities to promote yourself, and take advantage of all of them.