As a photographer and small business owner, mastering marketing can feel overwhelming, especially with limited funds. However, you can grow your brand without breaking the bank by focusing on the right resources, strategies, and opportunities. Here are some key insights to get you started.

Best Books for Marketing as a Photographer

Books are a fantastic way to learn timeless principles and practical strategies. Here are some of the best-rated books for marketing that cater to photographers and small business owners:

1. “Building a StoryBrand” by Donald Miller
   • Learn how to clarify your message to connect deeply with clients by positioning your services as a solution to their problems.
2. “This Is Marketing” by Seth Godin
   • An excellent resource for understanding how to find your audience, tell your story, and build trust.
3. “Lead with a Story: A Guide to Crafting Business Narratives That Captivate, Convince, & Inspire” by Paul Smith
   • This book offers practical techniques for using storytelling to engage clients, build credibility, and drive business results. It is perfect for photographers looking to connect emotionally with their audience.

Budget-Friendly Marketing Strategies

When funds are tight, creativity and focus become your best allies. Here are some high-impact actions to prioritize:

1. Master Social Media

• Use platforms like Instagram to showcase your work, engage with potential clients, and build your brand.
• Create reels or stories highlighting behind-the-scenes shots, client testimonials, and quick tips.

2. Leverage Networking Opportunities

• Join local networking groups or professional organizations like the Chamber of Commerce.
• Connect with other small business owners in your area who may need photography services.

3. Develop Your Website

• A professional, portfolio-driven website is essential. For affordable yet polished designs, use platforms like Squarespace or Wix.
• Focus on SEO by adding relevant keywords, blog posts, and image metadata to attract organic traffic.

4. Embrace Direct Mail

• While digital dominates, direct mail still works. Create targeted postcards showcasing your photography and send them to local businesses or individuals who may need your services.
• Highlight any promotions or packages.

5. Collaborate with Nonprofits

• Many nonprofits appreciate professional visuals but have tight budgets. To build goodwill and gain exposure, offer discounted or pro bono services.
• Always include your name and contact information in the credits.

Maximizing Internet Marketing

The internet is your most powerful marketing tool. Here are the top strategies to prioritize:

• Google My Business: Optimize your profile to appear in local searches.
• Email Marketing: Build a list of clients and prospects. Tools like Mailchimp offer free plans to get started.
• Content Creation: Start a blog or vlog to share stories, tips, or tutorials, establishing yourself as an authority in photography.
• Online Ads: Consider running targeted ads on Facebook or Google. When ads are optimized for your audience, even a tiny budget can yield results.

Networking and Community Engagement

Joining organizations can open doors for collaboration, learning, and client acquisition:

• Chamber of Commerce: Ideal for meeting local business owners needing your services.
• Photography Groups: Both online and in-person groups can provide mentorship and referrals.
• Nonprofit Events: Volunteering at events can showcase your skills while benefiting a good cause.
• Special Interest Clubs: Join groups aligned with your niche, such as wedding expos, sports leagues, or art communities.

Tips & To-Do List for Marketing Success

Tips:

1. Focus on consistency over perfection; show up regularly on social media and your website.
2. Leverage storytelling in all your marketing materials to connect emotionally with your audience.
3. Always measure your efforts. Use analytics tools to see what’s working and adjust accordingly.

To-Do List:

1. Read one of the recommended marketing books.
2. Create or update your Google My Business profile.
3. Post consistently on your top-performing social media platform for one month.
4. Research local networking groups or nonprofit events to attend.
5. Design a direct mail postcard and identify 20 potential recipients.
6. Write one blog post or create one video showcasing a recent project.
7. Reach out to another local business to discuss collaboration opportunities.

By investing time and energy into these steps, you can market yourself effectively without needing a huge budget. Remember, marketing is about building relationships and showing your audience the unique value you bring as a photographer and storyteller.

Today’s snowstorm brought more than just a blanket of white to Roswell, Georgia; it brought a sense of wonder and excitement that kept me glued to my windows. Snow is a rare occurrence here, and its arrival turns even the most familiar scenes into magical landscapes. Watching the soft flakes fall, I couldn’t help but marvel at the transformation. It wasn’t long before I noticed some unexpected visitors—cardinals and deer—each adding their charm to the wintry scene.

The vibrant red of the cardinals against the stark white snow was stunning. These backyard birds, often overlooked, became the stars of the day. Their presence reminded me of the beauty and life that surround us daily but are so easily missed in the rush of life. And then, as if on cue, a few deer wandered gracefully through the snow-covered yard, their quiet elegance enhancing the moment’s serenity.

The combination of snow, wildlife, and quiet reflection made me realize something profound. How often do I look out my windows with the same anticipation and curiosity I have today? How many moments like this might I have missed simply because I didn’t take the time to notice? Today’s snowfall wasn’t just a weather event but an invitation to slow down and truly see the world outside my door.

Backyards are often seen as extensions of our homes—places for grilling, gardening, or relaxing. But they are also habitats, sanctuaries, and stages for countless moments of natural wonder. You don’t need to travel far to experience beauty and adventure; sometimes, you must pause and pay attention. Whether it’s the bright flash of a cardinal’s feathers, the quiet movement of deer, or the way snow transforms the landscape, there’s so much to explore and appreciate.

Today’s snow reminded me of the value of looking closer, stepping away from the screens and distractions, and embracing beauty outside my window. I encourage you to do the same. Whether it’s snowing or sunny, take a moment to explore your backyard. You might be surprised by what you discover. As I learned today, sometimes the most extraordinary adventures await outside our windows.

Tips for Capturing Backyard Moments:

1. Keep Your Smartphone Handy: You don’t need fancy equipment to capture nature’s beauty. With the right light and perspective, your smartphone can take stunning photos.
2. Use Natural Light: Early morning or late afternoon often provides the best lighting for capturing vivid colors and soft shadows.
3. Look for Contrast: The bright red of a cardinal against snow or the earthy tones of a deer against a white backdrop can create striking photos.
4. Get Creative with Angles: Experiment with different perspectives—shoot low to the ground or find a higher vantage point to add variety to your shots.
5. Be Patient. Wildlife often requires some waiting, but the results are worth it. Observe and enjoy the moment, even if the perfect shot doesn’t come immediately.

Remember, the moments you capture today become the memories you cherish tomorrow. So, step outside or look out your window and start exploring—camera in hand!

Sports photography is often as much about what you discard as what you keep. I shot 6,589 images over a full day at the Chick-fil-A Peach Bowl. From the excitement of pregame activities like the FanZone and marching bands to the intensity of the coin toss, the national anthem, and the game itself, the challenge was capturing the action and refining those moments into a cohesive collection for my client. Here’s how I culled down thousands of images to a polished final selection.

Step 1: Initial Numbers

From the total 6,589 images, 1,451 were pregame shots. These included:

• Fans enjoying the FanZone.
• Marching bands are playing their hearts out.
• Key ceremonial moments like the coin toss and the national anthem.

The rest of the day’s images captured the fast-paced action on the field, reactions from players and coaches, and the celebratory (or solemn) moments that make sports storytelling so compelling.

Step 2: The Culling Process

Culling thousands of images can seem daunting, but breaking it into stages makes it manageable:

1. Initial Cull: Removing Technical Flaws
   • With my Nikon Z9 set up for general and sports shooting, I’m proud to say I discarded fewer than five photos for not being sharp. The Z9’s impressive autofocus system was a game-changer, especially for fast-moving action.
   • A few accidental photos occurred when my camera, hanging from my Holdfast Camera Straps, was bumped. These straps—made of high-quality leather and designed to carry multiple cameras comfortably—are fantastic for quick transitions, but occasional shutter bumps do happen.
2. Subject Cull: Focusing on the Story
   • Next, I eliminated repetitive or irrelevant shots. For example, images of players mid-stride without context or fans’ backs turned to the camera didn’t add to the narrative.
3. Creative Cull: Capturing Peak Moments
   • This stage focused on the peak of the action: dramatic tackles, emotional reactions, and moments that defined the game’s story.
4. Final Cull: Delivering to the Client
   • From the original 6,589 images, I delivered 235 carefully selected photos to my client. Each was chosen to tell a specific part of the day’s story, ensuring a balanced mix of pregame, game action, and postgame celebrations.

Lessons from the Day

• Efficiency with Gear: The Nikon Z9’s autofocus allowed me less time to remove technically flawed images. When paired with its robust customization options, it proved indispensable for switching between pregame coverage and high-speed sports shooting.
• Holdfast Camera Straps: These straps are a lifesaver for multi-camera setups, offering durability and ease of use. While accidental shutter presses can happen, the benefits outweigh this minor inconvenience. Their stylish design and functionality made navigating a long day of shooting much more manageable.

Why the Cull Matters

Culling accounts for more than 50% of the post-production process. When done well, it saves a tremendous amount of time during editing because I only work on the keepers—the very best storytelling photos. Delivering 235 images from a pool of nearly 6,600 isn’t about discarding the “bad” pictures but refining the story. Every shot I delivered had a purpose, whether it captured the fans’ energy, the game’s drama, or the players’ emotions. That’s the art of storytelling through sports photography: finding and curating the moments that matter most.

By the end of the day, the client received a gallery that showcased the excitement of the Chick-fil-A Peach Bowl and highlighted the precision, care, and intentionality that goes into every step of the process—from shooting to selecting the best.

When shooting photos for clients, my goal isn’t just to fulfill the immediate assignment and create a resource that serves them far beyond the event or project. I want to provide my clients with a photo library they can draw from repeatedly, saving them time and adding value to their branding efforts.

That mindset has led me to refine my approach over the years. Here’s how I’ve evolved my workflow and what you can learn if you create or curate visual assets for an organization.

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Culling Down to the Best Images

I used to give clients all the acceptable images in the past, but that often resulted in an overwhelming number of similar shots. For example, if I captured 30-50 photos of a keynote speaker, that sheer volume wasn’t helpful—it was overkill.

Now, I focus on curating the most potent images, selecting a handful that best captures the moment. Typically, 5-10 images per speaker is an ideal range. These might include:

1. A clear, engaging portrait of the speaker.
2. Dynamic shots show gestures or expressions that emphasize their points.
3. A contextual image with the audience to show interaction or scale.
4. Close-ups of details like hands, props, or visuals on stage.

This curated approach gives clients variety without overwhelming them, ensuring they get the most impactful and polished images.

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Shooting and Cropping for Impact

Another change I’ve made is shooting and cropping tighter. In the past, I left extra room in my shots to allow flexibility for editing or layouts, but I realized this sometimes resulted in images that didn’t feel finished or compelling.

Now, I aim to compose shots nearly ready for final use, with minimal cropping needed. This means:

• Focusing closely on expressions or actions that tell the story.
• Eliminating distractions in the background or frame.
• Considering verticals or horizontals based on likely usage (e.g., social media, presentations).

Tighter cropping immediately elevates the image’s visual appeal and saves clients extra editing time.

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Tagging Key People for Better Usability

Metadata is another area where I add value. While I don’t tag every single person in group photos, I make sure to tag the key players, especially:

• Speakers and performers on stage.
• Members of an organization’s C-Suite or leadership team.
• VIPs like sponsors, special guests, or honorees.

This makes it easy for my clients to search their archives later and find exactly who or what they need. Efficient tagging transforms a simple collection of photos into a strategic asset.

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Creating a Visual Story Beyond the Stage

Yesterday, I photographed the Chick-fil-A Peach Bowl, including the Fanfest before the game. My goal wasn’t just to document the event and create a dynamic photo library to serve Chick-fil-A’s storytelling needs.

From fans enjoying pregame activities to action-packed moments on the field, I aimed to provide a mix of images that capture the event’s spirit and connect with its brand values.

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Takeaways for Clients and Creators

Whether you’re commissioning photography or creating visuals for your organization, think beyond the immediate needs of your project. Ask yourself:

1. How can these images serve long-term marketing and branding goals?
2. Am I curating a selection that tells the story clearly and efficiently?
3. Are the images ready for immediate use, or will they need extensive edits?
4. Can I improve searchability with thoughtful metadata?

These small but intentional steps can make a big difference in how your visuals support your organization’s mission over time.

Here are a few highlights from yesterday’s Chick-fil-A Peach Bowl to show this approach in action:

By thinking beyond the assignment, we turn every shoot into an opportunity to craft stories that endure.

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Want to build a photo library that works as hard as you do? Let’s talk about how I can help.