Starting a Photography Business: Turn your Passion into a Career

~Article by Danie Bester

Imagine waking up each day excited to create stunning visual stories, capturing the beauty of life through your lens, and making a living doing what you love. Welcome to the world of professional photography – a world where your passion can transform into a thriving business. Is photography a good career? Absolutely! With determination, creativity, and the right skills, your photography business can offer you the flexibility, autonomy, and income you’ve always dreamt of. Read on to discover how to start a photography business and learn about DPC’s How to Start a Photography Business Course, designed to help you succeed in this rewarding career.

Are you ready to take a calculated risk?

Starting a photography business involves a serious element of risk. But like any great success story, taking calculated risks is necessary to achieve your goals and dreams. This means evaluating the potential rewards and possible drawbacks before making a decision. Before taking the plunge, you must evaluate potential rewards and drawbacks, considering factors such as your skills, market demand, competition, and financial resources. It’s not enough to have a passion for photography.

Having spent more than ten years training photographers and frequently engaging closely with their personal journeys, it saddens me to have witnessed countless aspiring and talented photographers, leaving their successful careers and day jobs to venture into the world of professional photography. Too often, they take the leap without doing their homework, only to falter in their newfound photography businesses. The path to success in this field is paved with dedication, research, and strategic planning – elements that should never be overlooked.

Embarking on any new venture involves risk, but to succeed as a full-time photographer, you’ll need to take calculated risks. Consider the following aspects to minimise potential pitfalls:

Time and money! Do you have the resources to start your own business?

Financial resources are perhaps the most critical aspect to consider when starting a photography business. Not only can it be expensive, but you also need to ensure that you have enough resources to cover your initial expenses and sustain your business until it becomes profitable. Additionally, you must factor in the cost of gear and the impact of a dwindling exchange rate, especially for South Africans.

Moreover, time is another valuable resource that shouldn’t be underestimated. Establishing a successful business requires time spent on marketing, networking, and refining your skills.

Fortunately, you don’t always need a large investment or an abundance of free time if you’re willing to take a gradual approach. Starting your business while holding another job allows you to slowly build up your client base and portfolio while still earning a steady income. I experienced this first-hand when I started photography as a side-hustle in 2005. Juggling two jobs, I used up all my leave to hone my skills until I was ready to resign from my day job as a Senior Correctional Officer in 2009. It was a huge price to pay in terms of family life and sacrificing off-weekends and my yearly leave, but it was a necessary step on my journey to becoming a full-time photographer. It was extremely challenging, but this approach enables you to take calculated risks and make smart investments in your business over time, without putting all your financial eggs in one basket or sacrificing your work-life balance.

With patience, hard work, and strategic planning, anyone can build a successful photography business from the ground up, regardless of their financial situation or time constraints. Remember, the key to success lies in preparation, so take the time to do your homework and set yourself up for a fulfilling and thriving photography career.

Find your niche and build a strong portfolio first

A common misstep made by many photographers is putting the cart before the horse. It’s vital to understand that too often, photographers leap into branding and other business aspects before establishing their visual identity with a solid portfolio. A well-defined niche not only allows you to tailor your services, showcase your work, and target a specific market but also lays the foundation for your brand identity! Whether your passion lies in portrait photography, editorial, or commercial photography, take the time to explore your interests and select a niche that accentuates your strengths.

By developing a captivating portfolio around your niche, you effectively demonstrate your skills and build a visual identity that resonates with your target clientele. This essential step ensures that your branding efforts are rooted in a genuine representation of your expertise, allowing you to create a cohesive and authentic brand image. Only after you’ve built a solid portfolio should you shift your focus to marketing and branding strategies, ensuring that you avoid the common pitfall of putting the cart before the horse.

There are several main forms of photography from which someone can earn money. These include:

1. Consumer Photography (Individuals, families, private events)
2. Commercial Photography (Businesses, organizations, and other commercial entities)
3. Editorial Photography (Newspapers, magazines, online news agencies)
4. Fine Art Photography (Art galleries, art collectors, interior designers)

By exploring these different avenues, you can identify the best niche for your skills and interests, ultimately setting yourself up for success in your photography career.

The advantages and deception of low-hanging fruit

When starting a photography business, it’s not uncommon for aspiring photographers to encounter what is known as “low-hanging fruit” – easy opportunities to find work and earn money. While these opportunities may provide a much-needed boost of confidence and initial income, they can also be deceptive.

At first, low-hanging fruit can seem like a blessing, allowing photographers to quickly build their client base and gain valuable experience. However, the danger lies in becoming overly reliant on these opportunities, as they may not last forever. When the low-hanging fruit begins to dwindle, photographers who haven’t focused on building a strong foundation for their business may find themselves struggling to maintain a steady stream of clients and income.

To avoid falling into the trap of low-hanging fruit deception, it’s crucial to remain proactive in your marketing and networking efforts. Consistently seek out new clients, forge connections with industry professionals, and continue refining your skills to stay competitive in the market. Additionally, use the income from low-hanging fruit opportunities to invest in your business’s long-term growth – be it through equipment upgrades, marketing efforts, or professional development.

Remember that building a successful photography business takes time and dedication. While low-hanging fruit can provide a helpful boost in the beginning, it’s essential to look beyond these opportunities and focus on laying a solid foundation for sustained success.

Balancing creativity with business skills

To turn that passion into a profitable business, you must possess a deep understanding of the technical aspects of photography, coupled with the creative vision to capture stunning images that resonate with your clients. Additionally, photographers must be business-people, willing to learn the ins and outs of running a business, from accounting to marketing, financial management, and client relationship management. Invest in a comprehensive photography business course like DPC’s How to Starting a Photography Business Course to learn these crucial skills.

Marketing and brand identity

Often, aspiring photographers overlook the importance of market demand when starting their photography business. Recognizing your target market and their needs is crucial. Gaining insight into the demand for photography services in your area and identifying underserved niches can provide a significant advantage.

Developing a robust marketing and branding strategy is vital for showcasing your work and attracting the right clients. It’s essential to establish a unique brand identity that resonates with your target audience and utilize social media, online portfolios, and networking opportunities to promote your work.

A comprehensive understanding of website optimization and the application of SEO (Search Engine Optimization) and Google PPC (Pay-Per-Click) advertising can significantly boost your marketing efforts. Social media platforms like Instagram and Facebook present excellent opportunities to display your work and interact with potential clients. Keeping up with the latest trends and optimizing your content to maximize engagement can lead to greater visibility and business expansion. By crafting intricate social media campaigns, building a functional website, and maintaining a consistent online presence aligned with your brand identity, you can effectively engage and connect with your target audience.

Consider your competition

Another aspect to consider is competition. Every entrepreneur must face this daunting reality of an equally determined “opponent” who will do everything to undermine or undercut you. In my years of experience, I have witnessed several photographers giving up on their dreams because they couldn’t handle the competition! Analyse your competition to identify market gaps and unique selling points that can set you apart. Study their pricing, packages, and branding to learn what works and what doesn’t. This will enable you to refine your offerings and gain a competitive edge. Importantly, offering unique services or specializing in a particular photography genre can help carve out your own space in a highly saturated and competitive market.

In our photography business course we provide our students with elaborate sample business plans and SWOT analysis to help you figure out your competitors’ strengths and weaknesses and identify ways to differentiate yourself from them.

Collaboration and Sharing Resources

Working with other photographers and industry professionals can enhance your skills, expand your creative horizons, and provide access to equipment or facilities you might not be able to afford independently. By collaborating and sharing resources, you can pool your talents and knowledge to create a more robust and dynamic photography community.

As an example of the benefits of collaboration and resource-sharing, I am the owner of Studio 012, a professional photography studio in Centurion that offers co-leasing options for photographers. By co-leasing the studio, photographers can access a fully-equipped workspace at a fraction of the cost of setting up their own photography studio or renting one. This arrangement not only saves money but also creates a supportive community where we exchange ideas, learn from one another, and collaborate on projects. To learn more about the co-leasing opportunities at Studio 012, visit https://photostudio012.co.za/become-a-partner

Networking and collaboration are essential ingredients in the recipe for success in the photography industry. By connecting with others, sharing resources, and working together, you can propel your photography business to new heights while contributing to the growth and success of the broader photography community.

The importance of a solid workflow and automating your tasks

Efficiency is the backbone of your photography business’s long-term success. Establishing a streamlined workflow for tasks like client communication, editing, and billing is crucial to save time and reduce stress. By automating these processes with the help of various tools and software, you can focus on creating exceptional images.

CRM and Studio Management Software:

Implementing a Customer Relationship Management (CRM) system and studio management software can help you manage your clients, projects, and appointments efficiently. These tools enable you to track leads, schedule appointments, manage contracts, and monitor project progress, all in one place.

Bookkeeping apps with automated invoicing:

Automating your finances with bookkeeping apps and invoicing software can save you time and ensure accuracy in your financial records. These tools simplify expense tracking, invoice generation, and payment processing, allowing you to focus on your craft instead of getting bogged down in paperwork.

Social media scheduling software:

Maintaining a strong online presence is essential for any photography business. Social media scheduling software can help you plan, schedule, and publish your content consistently, keeping your audience engaged and your brand top of mind.

Publish Services in Lightroom Classic:

Lightroom Classic offers publishing services that allow photographers to upload images directly to their website or online galleries without leaving the software. This feature streamlines the process of sharing and distributing your work, making it more efficient and convenient.

Want to master Lightroom and optimize your workflow? Sign up for DPC’s Lightroom Course today to learn invaluable techniques and time-saving tips that will elevate your photography business to new heights.

BONUS! Students who enroll in DPC’s How to Start a Photography Business Course will receive a comprehensive list of recommended workflow and automation software, specifically tailored to meet the needs of professional photographers. This valuable resource will help you find the right tools to streamline your business operations, allowing you to focus on your passion and build a thriving photography career.

By leveraging the above tools and more, you can create a solid workflow that supports your photography business’s growth and success. Automation not only frees up your time but also minimizes the risk of human error, allowing you to focus on what truly matters – capturing stunning images and building lasting relationships with your clients.

Diversify

Throughout my career, I’ve always believed and taught that photographers should focus on just a couple of niche areas. However, the pandemic has been a stark reminder that, in photography, as in life, the ability to adapt and diversify is not just a survival skill; it’s a path to growth and success. – Danie Bester

As a photography educator who is well connected to the photography industry, I have witnessed countless successful photographers face severe challenges due to the devastating effects of Covid-19, a failing South African economy, and the ongoing impact of load-shedding*. These events have forced many photography businesses into closure. Fortunately, many other survived, but the only way they could was to rethink their strategies and adapt to survive.

During these difficult times, a key strategy that has helped many photographers stay afloat is diversification. By expanding their range of services and exploring new avenues, photographers have been able to adapt to changing market conditions and continue generating income.

For example, some photographers have expanded their skillset by introducing video and drone photography to complement their still photography offerings. This has allowed them to tap into new markets and meet the evolving demands of their clients. Likewise, other photographers who previously focused exclusively on consumer photography have ventured into commercial photography, opening up new revenue streams and broadening their client base.

By diversifying, photographers can mitigate the risks associated with economic downturns, industry changes, and unexpected events like Covid-19 and loadshedding. It’s essential for photographers to stay open-minded and willing to learn new skills, explore different niches, and continually adapt to the ever-changing landscape of the photography industry. In doing so, they can not only weather the storm but also discover new opportunities for growth and success.

* Load shedding refers to scheduled power cuts in countries like South Africa that are facing electricity supply challenges.

Sign up for DPC’s Starting a Photography Business Course

Are you ready to turn your photography passion into a profitable career? Sign up for DPC’s Starting a Photography Business Course today. This comprehensive program covers everything you need to know to launch and grow your photography business, from setting up your business structure to implementing effective marketing strategies.

Join DPC’s One-on-One Mentorship Program

For personalized guidance, consider joining DPC’s one-on-one mentorship program. With direct access to an experienced photography mentor, you can receive tailored advice and support to help you navigate the challenges of starting and running your own photography business. Click here to apply for DPC’s Mentorship Program and kickstart your photography career.