One of the biggest fears that I hear from photographers is that they’re in a saturated market and no one will ever find them, or hire them. The reality is that markets ARE saturated, but you are the perfect photographer for someone out there. Overcoming a saturated market requires focus and strategy… and it is 100% possible. Today, I’m sharing tips for overcoming a saturated market as a photographer.
First, you need a mindset shift.
Like I just said, the reality is that there are a lot of photographers out there. But, spending time comparing your business to someone else’s won’t help you move forward. Instead, you need a mindset shift. Stop comparing yourself – it’s wasted energy. Fighting imposter syndrome requires focus and energy, but it’s critical to the growth and success of your business. To overcome a saturated market, commit to doing the hard work and investing in yourself and your business. It’s common to see photographers get discouraged because they feel like they aren’t growing as quickly as someone else. Owning any business is a game of endurance. When you pair that with strategy and a plan, you will see growth.
Here are some ways to focus your energy to help you stand out in a saturated market:
It’s tempting to photograph every single session or event that comes your way, but I encourage you to niche down if you’re ready to stand out in your market. By niching down and focusing on a particular genre of photography, you’re going to make it easier for the right people to find you! Not only can you more easily market because you’re only talking to ONE person, but those searching will feel more confident booking you because you’re truly an expert in your niche. Think about it: you’d rather hire someone who knows what they’re doing and doesn’t just do something occasionally, right? The same goes for your clients. They want to know that you’re going to take incredible photos of them because that’s what you’re known for! There’s other benefits of niching down when it comes to SEO and marketing – read those HERE. At the end of the day, becoming an expert in one area is way better to help you overcome a saturated market.
Create a Powerful Client Experience
Happy, satisfied clients will help you grow your business. It’s a fact! A happy client will refer you to friends, write you a review and book you again and again. The best thing you can do for your business is to create a powerful client experience that is consistent and ensures that they love working with you. Building a strong client experience isn’t as hard as it sounds. Simply communicating regularly with your clients, helping them feel prepared for their session, and creating connection points will get you started.
Think about all of the steps between booking and delivering their images. Where in that process can you take care of your clients? Find places to send them information about how to prep for their session. Create a client guide and answer all of their questions before they even ask! Make the booking process super simple and streamlined. If you look at each step in your process, you can quickly determine where and how to make your client experience even better for them.
(PS. If you need a client guide, grab my CLIENT PREP GUIDE HERE!)
In order to stand out in a saturated market, you need to make yourself known. Many photographers will use the excuse that their market is “too saturated” and that’s why they aren’t getting business. But the reality is that they’re not necessarily putting in the work to get and find the clients. Instead, you need to get social and network with your audience. Posting on social media is great… but remember that social media is about being social! Take the time to like, comment, and engage with your audience. Connect with them so that you stay in their minds and so they know that you’re a real human that cares about them and their outcome. These connection points help you stand out in your market.
Overcoming a saturated market is truly about building confidence and creating a strategy to be seen and remembered by your clients. Running a business isn’t about hoping people come to you – you have to find ways to reach them every single day. It’s absolutely possible and you CAN find the perfect clients for you by focusing your energy each day.