Trust-building with potential clients has dramatically accelerated, requiring photographers to adapt their marketing strategies in an environment of economic anxiety and shortened attention spans. We need to be building trust in minutes, not months, as client behavior has fundamentally changed.

• Clear, human-focused websites must immediately answer: who is it for, why now, and why you as the photographer
• Testimonials strategically placed near pricing and about pages create trust-building touchpoints
• What-to-expect videos showing your face and voice humanize the photography experience
• Fast response times are critical – waiting to seem "less desperate" can cost bookings
• Google Business Profile should be treated like a seasonal blog with regular updates
• Highlight reviews that specifically mention last-minute bookings and positive outcomes
• Show up with genuine excitement, confidence, and educational content to build trust quickly
• Create a "Trust Audit" for your business covering website, social media, messaging, and Google presence
• Make booking easy once trust is established – people don't want cumbersome processes

Join our Marketing Membership for just $35/month for personalized website feedback and marketing support. We're currently working on trust-building website elements, and I'm there answering questions and providing direct feedback.

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Want help planning Summer? Come to the Summer Goal Planning Workshop in the Marketing Membership!

Developing a consistent brand voice can help photographers overcome marketing barriers and build client trust faster, even if that voice differs from their real-life personality.

1. Warm & Nostalgic Storyteller

2. Playful Best Friend

3. Adventure-Loving Guide

4. Calm & Minimalist

5. Elevated Fine-Art Editor

6. Heart-Centered Empath

7. Educational Mentor

8. Eco-Conscious Naturalist

• Common marketing barriers include general overwhelm, time management issues, and visual content creation
• Brand voice can be different from your in-person voice while still being authentic
• Eight different brand voice examples include: warm storyteller, playful best friend, adventure guide, calm minimalist, elevated fine art, heart-centered empath, educational mentor, and eco-conscious naturalist
• A strong brand voice helps potential clients build trust with you more quickly
• Photography can be a vessel of joy even in challenging times
• Marketing should focus on showcasing what you love rather than chasing algorithms

The Summer Goal Planning Workshop is available in the membership for just $35/month - sign up now to lock in this rate as it may increase soon.

The Family Photographer Marketing Membership is open!

We share a collection of spring marketing strategies from successful photographers who have managed to book this traditionally slower season effectively.

• Offering early access or booking incentives for spring when clients book fall sessions
• Creating a seasonal client flow with year-round documentation packages
• Collaborating with local seasonal businesses like flower farms and boutiques
• Consistently talking about spring in your marketing throughout the year
• Using visual countdown boards to create awareness and scarcity
• Emphasizing spring's benefits: less crowded locations and more creative freedom
• Leveraging existing relationships through preschools or local organizations
• Implementing referral programs specifically designed for spring bookings

The family photographer marketing community is now open at $35/month, featuring Monday morning planning sessions, focus groups, marketing feedback, and strategy discussions to help photographers implement these ideas and grow their businesses.

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Spring photography marketing requires a much longer runway than most photographers realize, with the most successful spring bookings often beginning their marketing campaigns in the previous fall.

• The reality is that spring sessions don't naturally attract client interest the way fall family sessions do
• Photographers who succeed with spring have spent years building that seasonal association with their client base
• Many successful spring photographers focus on motherhood sessions which creates separation from traditional family photography
• Weather complications can make spring sessions logistically challenging with multiple reschedules
• Consider alternative approaches like setting aside fall income to cover spring or offering special spring booking incentives during busy fall months
• Download the free "Past Season Reflection" PDF to honestly evaluate your seasonal performance
• Being strategic may mean accepting that not every season needs to be equally busy

Join my new membership opening on the 21st for just $35/month where we'll focus on remembering the magic of photography while building effective business strategies together.

Past Season Reflection PDF

Learn about the Membership

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Fiona explores why photographers often chase trends when bookings slow down and explains how this can damage your brand identity and long-term business goals. She reveals the reality behind "successful" photographers whose business models often rely on model calls and photographer education rather than client work.

• Trend-chasing happens most during financial insecurity when photographers aren't meeting income goals
• Many photographers on pedestals are using model families to create content that sells education to other photographers
• Marketing requires approximately 77 touchpoints before someone makes a purchase decision
• Pivoting constantly restarts the long runway needed for new offerings to gain traction
• Changing your style based on trends confuses potential clients and breaks trust with your brand
• Successful businesses often feel boring—separate creative projects from income-generating work
• Focus on consistent marketing fundamentals: client experience, local connections, testimonials, and data analysis
• If drawn to a trend, start it as a personal project before slowly integrating into your brand over 6-8 months
• Turn your focus to your local market rather than trying to impress the broader photography community

Join my new Family Photographer Marketing Membership launching April 21st for just $35/month. You'll get the marketing plan course, weekly planning sessions, and focus groups on topics like homepage design and blog post structure.

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Free: CANVA Planning Template

Helpful Links:

Pinterest for Family Photographers

3 Week Group Mentoring

2 Week Planner CANVA Freebie

Overview:

Learn how to create a full month of social media content in just one day with a systematic approach that will keep you consistently visible to potential clients.

• Choose three content pillars such as behind-the-scenes, client stories, and sales/promotions
• Aim for 3-4 posts per week (12-16 monthly) to stay top of mind with potential clients
• Set time limits when brainstorming content to avoid perfectionism
• Focus on reels and carousels instead of static posts for better visibility and repurposing options
• Organize content in seasonal folders for easy access
• Schedule content in advance but remember to engage and repurpose across platforms
• Consistency is the key to marketing success – not better presets or client closets

The Pinterest class starts April 8th for $100, which includes two weeks of personal support and a live Q&A session on April 16th. Also available: small group mentoring in April and May for $375, which includes three weeks of marketing fundamentals.

Marketing channels for family photographers have substantially changed in the past couple of years, requiring new strategies to maximize visibility and bookings. Today I'm breaking down platform-specific updates and sharing practical ways to optimize your marketing efforts without getting overwhelmed.

• Pinterest now favors engagement-based content alongside inspiration and education
• Use keyword-rich descriptions and short-form video on Pinterest for better results
• Google prioritizes experience-based content showing expertise and personal stories
• Create Q&A sections in blog posts to rank better with Google's AI
• Instagram algorithm heavily favors reels and carousels over single images
• Content that educates, entertains, or inspires performs best on Instagram
• TikTok offers untapped potential for family photographers with its niche-friendly algorithm
• Email marketing requires proper opt-in procedures but can build strong client relationships
• Modern networking tools make collaborations easier than ever before
• Repurpose content across platforms with tools like repurpose.io to maximize efficiency
• Strategies for working with me are changing to group intensives and one-off courses

Feel free to DM me any questions you have about marketing. My wish for you is to be curious, not furious about marketing changes, and to be brave enough to put yourself out there.

Marketing Help Moving Forward

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Helpful Links:

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Pinterest Course - $25 off with code APRIL through March 24th.

Overview:

• Even experienced photographers with large followings are finding it difficult to book clients in the current climate
• There's no shame in supplementing your photography income with other work if needed
• The fastest way to gain local visibility is through authentic storytelling content
• Reconnecting with the joy of photography can fuel the motivation to continue marketing efforts
• Sharing your passion rather than just selling services creates more meaningful community connections
• Creating a content series helps maintain consistency and builds audience engagement
• Local visibility can be enhanced by ensuring everyone in your network knows what you're currently booking
• Pinterest has been a consistent client source for five years with minimal maintenance required
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I'm launching a Pinterest course in April with a $25 discount for podcast listeners and email subscribers. If you're interested in creating a content series but aren't sure where to start, send me a DM and I'll help you develop ideas.

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Pinterest Course - $25 off with code APRIL through March 24th.