Getting work isn’t always about being the best at what you do. It’s about being seen.
When I first started out as a photographer, the biggest challenge wasn’t the work itself; it was getting my name out there. Like many creatives and service providers, I didn’t have a marketing team or a ready-made audience. I had to figure out how to build visibility, build trust, and build it all from scratch.
Over the years, I’ve tried a lot of things, some worked brilliantly, others not so much. Different approaches suit different people and industries, and you really do have to give things a go before you can decide where to focus your marketing efforts.
Here’s what I’ve found useful when it comes to building a client base as a solo service provider.
1. Be where your ideal client is actually looking
It’s tempting to think we need to be everywhere online, but the truth is that you don’t have to post on every platform, you just need to show up in the “right” place. Think about where your ideal client goes when they’re ready to book. Are they scrolling Instagram for inspiration, or searching Google for someone nearby?
For me, my website has always been the biggest driver of new enquiries so this is where I put my marketing efforts by ensuring it’s getting found on Google and content is up to date.
Social media can work really well for some businesses, especially if their clients are active on those platforms. While some of my potential clients are likely to be scrolling Instagram for inspiration, I use it more to maintain a presence than to generate bookings. Personally, I find social media quite draining, so I prefer to focus my efforts elsewhere.
Sometimes, being “in the right place” can be offline. I once had a piece of work framed locally, and while I was collecting it, a client came in, saw it, and asked the framer who’d taken the photo. That one moment turned into years of repeat family sessions and new client referrals.
Fairs and events like these can work well, but success often depends on things outside your control such as timing, your stand location within the venue, and who actually turns up on the day.
Even when the audience seems perfect, things can still fall flat. I once booked a stand at a baby and toddler show to promote my newborn photography which should have been ideal, but roadworks nearby meant hardly anyone came. I’ve also had wedding fairs where my stand was tucked away in a corner with very little footfall and others where I took bookings, making it worth my while. I’ve found School fairs to be more miss, than hit but some helped to raise local awareness.
Ask yourself, “If I were my client, where would I start my search?” and make sure you’re findable there. I always ask new clients how they find me too as this helps me know what is working in my marketing.
2. Get a website (and show up on Google)
When I first set up my business 16 years ago, I knew nothing about websites but I created one at the very beginning, learnt SEO and discovered this was where I wanted to put my efforts as it resulted in bookings. A professional and well-structured website builds trust before you even speak to a client.
To work alongside your website:
Set up a Google Business Profile. This is a free listing that shows in local map searches and is easy to set up.
Add your business to high-quality, free local directories. You might not get much traffic from them, but they can contribute to your online visibility.
3. Networking and Building Relationships
Networking can feel daunting, whether it’s turning up to an event alone or reaching out to someone online. But one connection really can lead to more than you expect.
There are lots of ways to network as a small business owner:
- In-person events (local business groups, co-working, industry meetups)
- Online spaces (Facebook groups, virtual co-working)
- Direct outreach (approaching people you’d love to collaborate with)
- Training courses (e.g. Chambers of Commerce run quite a lot of free events which can be a good place to network without actually networking!)
One of my earliest turning points came from contacting a local wedding planner. I had just one wedding and family shoots under my belt, but she gave me a chance. That one job led to years of referrals.
Not every event will lead to a booking, and I’ve definitely had the “never again” moments. But when it does work, it can make a huge difference to your business.
4. Newsletters
I recommend building an email client database, and whilst not every client will need to book you again, they will remember you by staying visible.
My newsletter goes out only to past clients, and even if they don’t need my services again, they often recommend me to others.
You don’t need to bombard your clients with emails. Just showing up occasionally with business updates or useful tips keeps you in their mind.
If you want to grow your list beyond existing clients, consider offering a lead magnet, something helpful (like a checklist, free resource, or discount) in exchange for an email address. This can be promoted on your website or through social media.
And remember: your email list is something you own (unlike Google or social media) so no algorithm changes can take that away from you. Don’t forget to back up your list regularly!
5. Collaborations to build your network or portfolio
Collaborations aren’t always about instant results, but they can open doors if your goals and expectations are clear.
They can help you build a portfolio, especially when starting out or branching into a new niche.
Collaborating with local businesses, such as venues, planners, therapists, or others that complement your service, can lead to referral relationships over time. I once collaborated with a therapist on a blog post for my site. It didn’t result in new bookings, but it added value for my audience.
Not every collaboration leads directly to work, but it can still increase your visibility, whether that’s through word of mouth, shared content, or being featured by another business.
If you’re offering something for free, make sure you get something meaningful in return, such as a testimonial, content for your website or social media, a credit, or a link to your website. Set expectations at the start so everyone is clear on what each collaborator will receive.
6. Paid Ads
I’ve only experimented with Facebook ads once or twice, and with limited funds, so they didn’t make much impact. That said, I’ve heard of other businesses achieving good results when ads are set up properly so if you’re looking for quick wins or want to test something, it could be worth considering.
Before investing in paid ads, whether on Google or Meta (Facebook/Instagram), keep the following in mind:
- If you’re directing people to a landing page, make sure it’s professional and clearly connected to the ad. First impressions count, and a poorly designed or irrelevant landing page can waste your ad spend.
- Ads can be expensive and you also need time to track performance and adjust if needed.
- An up-to-date negative keyword list is essential to avoid losing money.
That said, low-budget ads can be useful for growing an email list or building brand awareness, especially if you have a clear message and target the right audience when setting up your campaign.
7. Go back to basics with leaflets
Another offline method that’s worked for me is placing leaflets or business cards in local shops. Some independent stores and local supermarkets have community noticeboards, and I’ve had bookings come from people picking up a leaflet while doing their weekly shop. It’s a simple way to get clients in your local area, especially if footfall is high.
8. Show up consistently
It doesn’t matter what channel of marketing you choose, stay consistent even when you are quiet. Whether it’s updating your blog, sharing on Instagram, or attending in-person events, consistency is what builds momentum.
If you’re not visible, someone else will be.
Final Thoughts
Building a client base doesn’t happen overnight, and that’s okay. What matters is that you keep showing up, in the ways that feel right for you and your business. Whether that’s making your website easier to find, reconnecting with past clients, or just showing your face at an event, every small step adds up to increasing your brand awareness.
And one final word, don’t wait until everything is perfect before you start putting yourself out there, because you’ll always be perfecting!