How To Pivot Your Photography Business
Hey Photographer!
If you’ve been following along with my photography business journey from the beginning, then you’ve seen me pivot my business over the last few years.
Here’s a little recap of my journey if you’re new to following me:
I graduated college in 2015 with degrees in finance and economics and a minor in leadership studies. I wasn’t loving my desk job, so I bought a camera as a little creative outlet. Within one year of buying my first camera, I was able to take my business full time, because I had matched my photography income to my salary as a financial analyst.
At that time, I was a wedding photographer. I took on my first wedding within three months of buying that camera, and my business took off from there!
A few years ago, I moved to Greenville, South Carolina and pivoted into family photography.
It was hard relocating my business, switching my niche, and having to essentially start over. But there’s a few things I learned along the way that I want to share with you.
Show what you want to sell
I know we hear this ALL the time as photographers, but I want to dive into how this really played out for me. I thought I could show a few family photos mixed into my wedding portfolio and moms would see I was a good photographer and want to hire me. But it didn’t work that way. People want to see a portfolio full of what they are looking to hire you for.
Once I had a FULL family portfolio, I started getting hired for family photos. The more family sessions I photographed, the more inquiries I would get. And the bigger my repertoire of candid, fun, loving, joyful poses, the more ideal client inquiries I got.
Honestly, this can even get super specific. For example, I noticed that when my portfolio mainly included families with one child, I would mainly get inquiries for families with one child. When my portfolio started included families with more children, I started getting more inquiries from families with more children. People want to see people like themselves in your portfolio!
2. Update Your Website and Social Media
I’m sure you’ve heard this a lot, but it’s so important to niche down. Potential clients want to know that you specialize in exactly what they’re looking for. When my website and Instagram bio still said that I was a wedding photographer, it confused mamas who were looking for a family photographer. As soon as I updated my platforms to call myself a family photographer and updated the hero images on my website to be family photos, that’s when I started getting a ton more inquries.
3. It’s okay to transition slowly
If you’re still getting tons of inquiries for you old niche and struggling to get inquiries for your new niche, it’s okay to keep taking on those jobs if you need the money as you work on the transition BUT you may not want to show those photos on your social media or blog. Keep focusing on showing what you want to sell!
I hope this was helpful! If you have any questions about pivoting your photography business, leave me a comment below! And if you’re a family photographer looking for FUN posing ideas that mamas love, check out my family posing guide.