Marketing Tactics for Newborn Photographers: 7 Proven Strategies

Hello, fellow newborn photographers! Paige here, ready to share some tried and true marketing tactics for newborn photographers that will help attract clients to your services. I’ve been in this business since 2017, and I’ve learned a lot about getting those adorable newborns (and their parents) in front of my camera.

Let’s be honest – creating stunning newborn portraits is just half the battle. The real challenge? Getting those images seen by the right people and turning your passion into a thriving business. So, let’s dive into seven proven marketing tactics for newborn photographers that can transform your business from a side venture to a successful studio. Here are seven effective marketing tactics for newborn photographers that I’ve found success with:

1. Model Calls: A Strategic Marketing Tactic for Newborn Photographers to Build Portfolios

When I first started, my newborn portfolio was quite limited. I’d never really worked with brand new babies besides my own (and let me tell you, those photos are a disaster) so I needed to spend some time with them, learning different posing techniques, how to soothe them and the right angles to capture all their tiny details. And of course, I also needed to build up my confidence so that I would believe my work was worthy of someone’s hard earned dollar. That’s when I discovered the power of model calls as a marketing tactic.

Here’s how it works: You put out a call for newborn babies and their families (I usually do this with a low cost Meta Ad or with an organic post to my social meda), offering a free or heavily discounted session in exchange for permission to use the images in your portfolio and marketing materials. However, it’s crucial to be strategic about this approach.

Pro tip: Offer a small number of images for free, then upsell clients on purchasing additional images. This way, you can make some income while building your portfolio. But remember, you must be absolutely clear about your pricing and what is included versus not included. Be upfront and honest always to avoid any perception of a bait-and-switch situation. I’ve found that most model clients are appreciative and grateful for the discount but understand I can’t give away the farm.

Today I still run model call ads quite frequently to train new assistant photographers, photograph behind the scenes images, film for online courses or to try a new creative technique. I don’t need the images to build my portfolio or for experience handling babies the same way I once did but they’re still a wildly successful way to bring new clients in to the studio.

2. Book Projects: Collaborative Marketing Strategies for Newborn Photography Success

Book projects are an excellent way to collaborate with other businesses and expand your reach. I released my first book in 2023, called “Fed, With Love,” which featured local families and their feeding stories. FWL was a charity project benefiting the Northwest Mothers Milk Bank which also involved local businesses like a lactation clinic and a chiropractic clinic specializing in pregnancy care.

This book allowed me to work on a passion project and explore a new area of photography: breastfeeding mothers. It was an incredible opportunity to give back to the community while also expanding my skills and network.

3. Giveaways: A Buzz-Generating Marketing Tactic

Giveaways are a fantastic way to generate buzz and attract potential clients, but you need to be strategic about it.

Instead of just giving away a free session, consider partnering with other local businesses to create a “New Parent Pampering Package.” Include your newborn session, along with items like a spa day for mom, a meal delivery service, or a gift card to a local baby boutique.

Remember, you don’t have to limit yourself to just one prize. Consider offering several prizes of different values. The grand prize might be more comprehensive, but like model calls or vouchers, other prizes can also be opportunities to upsell clients while still offering them a nice discount.

Another idea is to run themed contests. For example, I host an annual Chunky Baby Contest during our slow January-February season. It’s a fun way to bring more families into the studio, and everyone loves seeing all the baby’s rolls on our instagram account. These contests help me meet new families and keep business flowing during typically slower periods.

4. Vouchers: The Gift That Keeps on Giving

Vouchers are versatile marketing tools that can be used in various ways. I love using vouchers as part of my referral program. Whenever a past client refers someone new, they get a voucher for a future session, and the new client gets a discount on their first booking.

Consider creating special vouchers for local baby shops to include in their new parent goodie bags, or partner with prenatal yoga classes to offer exclusive deals to expectant moms.

You can also participate in silent auctions, but be cautious. Choose auctions that align with your target market. I once donated vouchers to a high school baseball team as a favor to a friend and ended up shooting several senior sessions, despite not typically offering that service. Be sure that who you’re giving vouchers to is the right fit for your business, and be explicit about what the voucher can be used for. Just like with model calls, be very upfront about what is included and, more importantly, what is not included.

5. Baby Expos: Showcasing Your Newborn Photography Services

Baby expos are excellent opportunities to showcase your newborn photography services to a large number of potential clients. Here are a few tips from my experience:

• Create a visually stunning display of your work. Think big, beautiful framed prints and a digital slideshow of your best images.
• Offer a show-special package or discount to encourage on-the-spot bookings.
• Have a way to capture contact details for follow-up (a prize draw works wonders for this).
• Be prepared to chat! Parents love hearing about your process and what makes your newborn sessions special.

For more tips on making the most of trade shows and expos, check out this helpful “how-to” blog from a fellow photographer all about trade shows for photographers.

6. Local Partnerships: Community-Based Marketing for Baby Photographers

Building relationships with other businesses in your community can open up a world of marketing opportunities. Some partnerships I’ve found particularly successful include:

• Maternity clothing & baby boutiques: Offer a discount on newborn sessions to their customers.
• OB & Pediatricians’ offices: Provide beautiful newborn images for their waiting rooms (with your branding, of course).
• Chiropractors, lactation clinics, and birth centers: Cross-promote each other’s services to new and expectant parents.
• Ultrasound Clinics
• Doulas and other postpartum support providers or child birth classes

The key is to find businesses that share your target audience but aren’t direct competitors. Get creative – the possibilities are endless! You can create vouchers as well as add them to a directory such as our Pregnant in {Your City} Marketing Guide. This approach not only provides value to potential clients but also establishes you, the photographer, as a community-oriented professional with extensive local knowledge. Creating a resource that goes beyond photography services can foster mutually beneficial relationships with other businesses, expand your reach, and position you as a go-to expert for new and expecting parents in your area.

7. Wall Gallery Displays: Visual Marketing Tactics

Seeing is believing. Nothing beats the impact of a stunning wall gallery display to showcase your work.

I’ve partnered with local businesses like chiropractors, lactation clinics, and birth centers to display my work. The key is to choose locations where your ideal clients frequent. Each display includes information about my services and how to book a session. Many of these places also have a copy of my book, Fed, With Love displayed in their lobby.

Pro tip: Rotate your images regularly to keep the displays fresh and showcase the range of your work. Businesses often are more willing to put work up on their walls when they feel that it was made special for them. While I was finalizing the details of Fed, With Love I created a wall gallery for a lactation clinic with some of their favorite clients as the models- it gave me example images to use for my book and they were thrilled with the new art for their walls. Book Project + Model Call + Local Partnerships + Wall Displays = all the marketing tactics for newborn photographers brought together!

Bonus Tip: Harness the Power of Social Proof

While not a specific tactic, leveraging social proof is crucial in all your marketing efforts. Encourage clients to leave reviews, share testimonials on your website and social media, and don’t be shy about showcasing any awards or recognition you’ve received.

Remember, new parents are often overwhelmed with choices. Seeing that other parents have had a positive experience with you can be the deciding factor in booking a session so always be sure to ask for that 5 star review.

Wrapping It Up

There you have it – seven proven marketing tactics for newborn photographers. Remember, the key to successful marketing is consistency and authenticity. Stay true to your brand, keep showing up, and don’t be afraid to get creative.

It’s important to note that it’s not just one tactic that works miracles. In my experience, rotating through all of these strategies, combined with the power of paid Google and Facebook ads, allowed me to almost double my business in 2023. It’s the combination of these efforts that keeps my calendar consistently full.

Now, I’d love to hear from you! What marketing tactics have worked well for your newborn photography business? Drop a comment below and let’s keep the conversation going.

Cheers,

Paige