Are Your Leads and Sales Down? Why Some Photographers Are Thriving While Your Efforts Have Dried Up

It’s tough to see other photographers thriving while your leads seem to have dried up, and your marketing efforts aren’t yielding the results you expected. If this sounds like your current situation, it’s time to step back and evaluate what might be going on. But before jumping to conclusions, let’s explore some critical factors that could be affecting your business.

Have You Made Any Changes to Your Marketing in the Past 90 Days?

When leads slow down, your marketing strategy is often the first area to review. If you’ve recently made changes—whether it’s shifting platforms, adjusting your ad spend, or trying out new content—evaluate the impact of these decisions. Sometimes even small tweaks can significantly affect your results.

Revisit your recent changes and ask yourself:

• Are they aligned with your brand and audience?
• Have you given new strategies enough time to gain traction?

A sudden shift in strategy can sometimes confuse your audience or lead to a temporary dip in engagement, so consistency is key.

Strategy: Reconnect with Leads via Email Campaigns Create a targeted email sequence to reconnect with leads that have gone cold. Share updates, promotions, or new services, and include a personal touch by referencing their previous inquiries or sessions.

Have You Changed Your Messaging?

Your messaging is your connection to potential clients. If your message has shifted, it might be causing a disconnect. Ask yourself:

• Are you still speaking directly to your ideal client?
• Does your message resonate with their current needs?

Inconsistent messaging can lead to confusion, and confused clients are less likely to book. Ensure that your message is clear, targeted, and reflects the unique value you offer. Remember, if you can’t understand and/or clearly explain what you are selling, your potential clients can’t either.

Strategy: Host a Client Appreciation Event Invite past clients to a special event or offer them an exclusive mini-session as a thank-you for their loyalty. This not only nurtures your relationship with them but also opens the door for referrals and repeat business.

Have You Raised Your Prices?

If you’ve recently raised your prices, a temporary slowdown in bookings can be normal as clients adjust. However, it’s essential to communicate the added value that justifies your new rates.

Raising prices can position you as a premium service provider, but make sure your value proposition is clear and strong enough to support the new rates.

Perhaps you’ve added hair and makeup to your sessions or now include a printed heirloom product such as an album or collection of matted prints – be sure to showcase new product offerings on your website, your newsletter, and your social media.

Strategy: Offer Limited-Time Promotions To ease the transition into higher pricing, consider offering a limited-time discount for repeat clients or those who book within a specific time frame. This can encourage quick bookings and help clients feel they’re getting value for their money.

Are You Nurturing Your Leads and Clients?

It’s not enough to simply generate leads—you need to nurture them. Are you staying in touch with potential clients through follow-up emails, personalized messages, or valuable content? Building relationships and maintaining engagement can be the difference between a lead that converts and one that disappears.

• Follow-Up: Don’t be afraid to reach out multiple times. Sometimes, potential clients just need a little nudge to move forward.
• Provide Value: Share tips, inspiration, or behind-the-scenes content to keep your leads interested and engaged.

Strategy: Send Handwritten Thank-You Notes In a digital world, a handwritten note can make a lasting impression. After each session, send a personalized thank-you card to your clients. This small gesture can go a long way in strengthening relationships and encouraging referrals.

Are You Asking for Referrals?

One of the most effective ways to generate new leads is through referrals. Are you actively asking your satisfied clients to refer you to their friends, family, or colleagues? A simple request for a referral can go a long way, especially if you’ve provided an outstanding experience.

Consider implementing a referral program or simply making it a habit to ask for referrals after a successful session. Word-of-mouth marketing is powerful, and happy clients are often more than willing to spread the word.

Strategy: Implement a Referral Program Create a structured referral program that rewards clients for bringing in new business. Offer incentives like a discount on future sessions, a complimentary print, or a small gift for each referral they provide.

Is There a Local or Regional Impact?

Sometimes, the reason for a slowdown in leads and sales is out of your control. Local or regional events like economic downturns, massive layoffs, or seasonal trends like back-to-school can significantly impact your business.

If you suspect a broader issue, consider adapting your strategy. Offering special promotions, focusing on a different market, or creating content that resonates with the current climate can help you navigate these challenges.

Strategy: Partner with Local Businesses Form partnerships with local businesses that serve your ideal clients. For example, if you specialize in family portraits, partner with a local children’s boutique or a popular family restaurant to offer joint promotions or discounts.

Are You Tracking Your Leads and Sales Year to Year?

Tracking your leads and sales over time is essential for understanding the bigger picture. Comparing your numbers year to year can help you identify patterns and determine whether your current dip is just a seasonal slowdown or part of a larger trend.

• Leads: Are your leads down compared to this time last year? If so, could it be a seasonal factor, like summer vacations, that’s affecting your bookings?
• Bookings: Compare your bookings year over year. If you see a downward trend, it may be time to reassess your offerings or pricing strategy.
• Income: Reviewing your annual, quarterly, and monthly income can help you spot trends and plan ahead. Are you seeing dips during specific months, and if so, how can you prepare for them?

Strategy: Reengage Past Clients with Exclusive Offers Reach out to past clients with exclusive offers for a seasonal session, an anniversary shoot, or an updated family portrait. Personalize your offer based on their previous sessions to make it more compelling.

Real-Life Implementation: Years ago, I worked with a local bakery, handling marketing and helping out with order prep and sales. One thing that really stuck with me was how the owners kept notebooks to track daily trends—things like the weather, how many items were sold, and whether local, regional, or national events impacted sales that day. This habit allowed them to make smart, data-driven decisions year after year instead of relying on gut feelings. They used this data to spot trends and plan for the days, weeks, months, and even years ahead.

If you’re not tracking data in your business, I can’t recommend it enough. Even now, I track a variety of metrics beyond just profit and loss, so I can make decisions based on facts, not emotions.

Has There Been a Market Shift?

The photography market is always evolving, and staying ahead of trends is crucial. For example:

• Weddings: Are couples opting for smaller elopement weddings instead of traditional big-venue events? If so, you may need to adjust your services to cater to this shift.
• High School Seniors: Are seniors seeking a different style or service compared to previous years? Perhaps they’re more interested in unique, personalized experiences.

Being aware of these shifts allows you to pivot your offerings and stay relevant in a changing landscape.

Strategy: Launch a New Service or Product Introduce a new service or product line that aligns with current market trends. This could be a mini-session package, a digital-only offering, or a themed shoot that taps into popular culture or seasonal events.

Have you checked your website and contact forms lately?

Technology is amazing—until it isn’t. When things go wrong, it can be a real disaster.

If you use multiple platforms to run your business behind the scenes, it’s a good idea to do some tech testing. Try viewing your website in incognito mode, on mobile devices, or even on a different operating system. We often assume that our tech is working seamlessly, but I can’t tell you how many times I’ve seen broken links, expired tokens, or missed renewals causing communication gaps.

Taking a few minutes to check can save you a lot of headaches down the road.

Are You Connecting with Ideal Clients on the Right Platform?

While posting on social media is important, it’s crucial to connect with your ideal clients on the platform they actually use. For instance, parents of teens and tweens might be active on Facebook, even if their kids aren’t. Or, professionals might spend more time on LinkedIn than on Instagram.

Strategy: Engage in Email Marketing Instead of focusing solely on social media, leverage email marketing to reach your ideal clients where they’re most likely to engage. Craft tailored content that speaks directly to their needs and preferences.

Are You Offering Value Beyond the Session?

Clients appreciate when they receive value beyond just the session itself. Are you providing tips, resources, or guides that help them make the most of their photography experience?

Strategy: Create a VIP Client Program Develop a VIP program that offers perks like early access to booking dates, special discounts, or exclusive content. This makes clients feel valued and encourages repeat business.

Have You Considered Seasonal Promotions?

Seasonal promotions can create urgency and drive sales during slower periods. Are you leveraging holidays, back-to-school, or other seasonal events to promote your photography services?

Strategy: Plan a Holiday Mini-Session Event Organize a holiday mini-session event with themed backdrops and props. Promote it as a limited-time offer to create urgency and attract clients looking for unique holiday cards or gifts.

Are You Leveraging Client Testimonials?

Testimonials from satisfied clients can be a powerful tool in building trust with potential clients. Are you actively collecting and showcasing testimonials?

Strategy: Feature Client Stories on Your Website Go beyond basic testimonials by sharing full client stories on your website or blog. Include images from their sessions and quotes about their experience to create a more compelling narrative. A great tip – ask your clients to create a video testimonial at the end of their shoot – nothing serious, overly staged, or planned – an off-the-cuff testimonial can add a touch of connection that will engage your viewers differently than a written testimonial.

Are You Staying Top of Mind with Past Clients?

Past clients can be a valuable source of repeat business, but only if you stay top of mind. Are you regularly reaching out to them with updates, offers, or just to check in?

Strategy: Send Anniversary Reminders Send reminders to clients around the anniversary of their last session, offering a discount on a new session or a special upgrade. This can prompt them to book another shoot or refer you to friends.

Are You Tailoring Your Services to Different Client Segments?

Different clients have different needs, and a one-size-fits-all approach may not work. Are you tailoring your services and marketing efforts to address the specific needs of different client segments?

Strategy: Offer Custom Packages Create custom packages for different client segments, such as families, professionals, or couples. Highlight how these packages address their unique needs and preferences.

Are You Following Up After the Session?

The relationship with your clients shouldn’t end when the session does. Are you following up after the session to ensure satisfaction and encourage future business?

Strategy: Schedule a Post-Session Consultation Offer a complimentary post-session consultation where clients can review their images, discuss album or print options, and plan future sessions. This adds value and opens the door for additional sales.

Evaluate, Track, and Nurture

To overcome a dip in leads and sales, you need to take a holistic approach. Evaluate your recent actions, track your progress year to year, nurture your leads, and ask for referrals. Staying aware of market shifts and external factors will help you adapt and thrive, even during challenging times. Remember, every photographer faces slow periods—what matters is how you navigate them and the steps you take to bounce back stronger.

If you’re ready to take control of your photography business and start seeing results, download my 15-Minute Marketing Plan for Photographers today! This plan is packed with quick, actionable strategies designed to help you reconnect with leads, re-engage past clients, and create promotions that drive sales—all in just 15 minutes a day.

Why wait? Give your marketing a boost and watch your bookings increase. Share your email below and I’ll send you my 15-Minute Marketing Plan and a Social Media Planner.