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5 Simple Marketing Strategies for Family and Maternity Photographers
October 1, 2025
Trust me I know the feeling… Marketing and running the business part of your photography business can feel like a full-time job. ON TOP OF, your actual full-time job of capturing beautiful moments. But the good news? It doesn’t have to be overwhelming. If you’re a family or maternity photographer looking to book more dream clients, here are five realistic, no-BS marketing strategies that actually work.
1. Create a ‘Binge-Worthy’ Instagram Profile
Gone are the days when just posting pretty photos was enough. If you want to turn casual scrollers into booked clients, your Instagram needs to be intentional and engaging. Here’s how:
Regularly post Reels that answer FAQs, show behind-the-scenes moments, and showcase your personality—people book photographers they feel connected to.
Pin three key posts that tell new visitors exactly what you do, who you serve, and how they can book. (Example: “What I Do,” “Who I Am,” and “Why I Do It.”)
Use carousel posts to tell stories instead of just posting single images—people engage more with multi-image posts.
Include real client testimonials in your captions or Stories so potential clients see social proof.
2. Optimize Your Website for Conversions
Your website should be more than just a digital portfolio—it should work for you. If people land on your site and aren’t booking, something’s off. Here’s how to fix it:
Include a clear, easy-to-follow pricing guide or starting rates so people aren’t left guessing.
Make sure your homepage clearly states what you do and where you’re located (ex: “Maternity & Family Photographer Serving [Your City]”).
Add a sticky “Book Now” button so visitors never have to search for your contact info.
Write an FAQ section that answers common concerns before they even ask.
3. Build a Referral System That Works
Your past clients are your biggest fans—so why not encourage them to spread the word? A referral system doesn’t have to be complicated.
Or try this:
Partner with local businesses (boutiques, doulas, baby shops) for cross-promotions. Think about it, their clients are the same as YOUR IDEAL client.
Offer an exclusive mini session discount to repeat clients or clients who refer a friend.
Create a VIP client list where past clients get first dibs on seasonal sessions or get special discounts
Encourage clients to tag you in their photos and share them on social media and complete testimonials/ reviews—make it easy by providing a post-booking email with suggested captions for their socials and easy links to your Google, Yelp, FB reviews.
4. Use Email Marketing (Without Being Annoying)
I know, I know, email marketing can feel boring, but it’s one of the highest-converting marketing strategies out there. And we’re seeing lots of trends in the industry showing us that as social media algorithims become less and less geared to small business owners (anyone seeing their engagement taking a nose dive??) Now don’t worry, when I talk about email marketing, I’m not talking about spammy, salesy emails. Instead…
Send a monthly newsletter with session availability, client spotlights, and helpful tips (like outfit guides).
Use automated emails to nurture leads—set up an instant email response when someone inquires with session details and a call to action.
Offer a freebie (like a “What to Wear for Your Family Session” guide) in exchange for email sign-ups.
5. Get Found on Google (Without Paying for Ads)
You don’t need to be an SEO wizard to rank higher on Google and get more inquiries. A few small tweaks can make a big difference:
Encourage past clients to leave Google reviews—they boost your ranking and build trust.
Blog regularly using search-friendly topics like “Best Locations for Family Photos in [Your City]” or “What to Wear for a Maternity Session.”
Add your location throughout your website so Google knows where you’re based. Pro Tip: your website’s footer should DEFINITELY have your location so it shows up on all your pages. Want to take it up a notch? Create a short “bio” for your footer that includes keywords of your locations and the services you offer. See the example below.
“[Your Biz Name] is a lifestyle family photographer who specializes in family, maternity, newborn & elopement photography. Based near [ replace these locations with the areas you service] Roseville, CA serving the greater Sacramento area including, Roseville, Lincoln, Auburn, Folsom, Granite Bay, El Dorado Hills and surrounding areas. “
MAKE SURE List your business on Google My Business and make sure your contact info is up to date. Check out this other post I have on how to set up your Google Analytics and My Business account
My Final Thoughts
Ready to book more clients? Marketing your photography business doesn’t have to feel like an uphill battle. By making small, strategic changes, like optimizing your website, building a referral system, and staying visible on social media, you’ll attract more dream clients without the overwhelm.
Which of these strategies are you excited to try? Shoot me a message and let’s chat about what will work best for your business!
Hey Friends, I’m Becci, Owner of Becci Ravera Creative
I’m a Cali girl with a touch of Southern roots, currently falling in love with Oregon. I’ve been known to wildly chase dreams, especially the “crazy ones” … Ask me about that time I made my family travel the US in an RV for almost 3 years!
After a decade of running a successful photography business, even while traveling full-time, I realized, almost by accident, that my real love is helping other small biz owners navigate through the usual hang-ups that come with running a business. From custom branding + web design to business organization, CRM set-ups + marketing (think monthly blogging and email newsletters), I am with you every step of the way. Helping others with their dreams is my love language (well, that and chips), so what dreams are you holding out on? ‘Cause I’m ready to show you how you can make them a reality!
