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My Photography Marketing Strategy

My Photography Marketing Strategy | Tracy Lynn Coaching | See more at

A Complete Breakdown of My Boudoir Photography Marketing Strategy

Photographing your clients and helping them look and feel their best? That’s the fun part! But the putting yourself out there and trying to market what you do? Not so much. 

If the business side of having a boudoir photography business feels overwhelming to you, then stick around, because this post is for you! 

I’m giving you a complete, step-by-step breakdown of my photography marketing strategy — from how I attract my ideal clients, to how I manage my social media content, and more. You’ll see exactly how I implement each of these strategies, so you can start incorporating them into your business ASAP. 

Ready? Let’s dive in!

Marketing Strategy Part 1: Know Your Foundations

Before I do anything with my marketing plan, there are some very important things I have ironed out. Because without them, the rest of my marketing lacks direction and isn’t run very effectively. And we’re all about working smarter, not harder, right?!


The first thing I recommend doing is knowing your ideal client inside and out. Because if you know who they are, then you will know where to find them and how to build the rest of your marketing strategy to attract them. 

But don’t just say, “Women who want boudoir photography.” 

Get specific! Dig into what their potential wants and needs could be, what they’d be hoping to get out of a session, and where they’re at in life right now. 

Don’t have this sorted out quite yet? You can read more about honing in on your ideal client here. 


Once you know who your ideal client is, where will you send them? 

Remember that a portfolio is great for showing off your work, but it’s not doing enough to convert your leads. You have to build your website around the answers to the questions your clients are asking themselves in the booking/inquiry process — not just show off photos. 

You can see what I recommend for building a high-converting website here!


I’ll add to this that only focus on traffic sources if it makes sense for your business. Your clients may not be hanging out on Instagram, and that’s okay. They may not be on YouTube — cool! 

Just take note of where they are and focus on creating content there. 


You want to spend your time photographing — not sitting behind a desk, right? So automate as much as you possibly can! This includes everything from email and social scheduling, to your bookings, and signing contracts. 

Trust me, this will save you so much time and energy!

Marketing Strategy Part 2: Your Overall Strategy

Now that you have those foundations in place, you’ll have a much easier time knowing what to do and when!

I like to plan out my strategy in increments — weekly, monthly, quarterly, and yearly — so that I have an easier time staying on track to hit my goals. 

Here’s what that looks like.


I know yearly goals may sound intimidating, but that’s why we break them down into quarterly, monthly, etc. plans! But you can’t map out those smaller time frames until you do the bigger ones. 

So the two main pieces of my yearly marketing strategy are the two semi-annual sales I have  — one on Black Friday, and one in either May or June. That’s it. I don’t run any other sales, especially not any flash sales!

With boudoir photography in particular, you want to make sure you position your services as a luxury. Random flash sales send the wrong message. 

Instead, when you have specific, planned sales (like semi-annual or annual ones) people grow to expect them, which creates anticipation, excitement, and exclusivity. Which then helps position your business as a luxury!

Everything else I create around these two sales so it stays consistent and flows well.


Each quarter, I break down my yearly goals into manageable pieces for those three months. I see what’s on the agenda, then map out everything that needs to be done for each. 

Because I also have a podcast and YouTube channel, I also take time to plan those too. And then, I’ll plan my content around them. Things like blogs, email, AND social. It keeps things consistent and easy, and helps me streamline content creation!


Each month, I spend roughly one day knocking out all of my emails, blogs, and social posts.

Side note: Blogs are important because they help boost search engine optimization (SEO) on your site. Which means…more views, then more leads, then more conversions. 

(If you want to learn more about how to use SEO in your boudoir photography biz, check out Fully Booked Out Without Burnout here!). 

I outsource some of this work, but if you keep it to about one email and one blog each week, it can be pretty manageable.

For my static posts on social media (Instagram and Facebook), I post a photo every single day. It’s a cadence that works for me, but you don’t HAVE to do it that way. Whatever number you can do, just make sure you’re consistent. 

I also don’t run any paid ads. I ran a few boosted Facebook posts in 2016 but that’s the extent of my paid ads marketing strategy. 

Because early on, I relaized it wasn’t bringing me the right leads. And that my organic strategy was doing A LOT more for me than the paid one. 

That’s why I don’t recommend them to you, either.


Because I keep tabs on my marketing plans throughout the month/year, it doesn’t feel like too much on the day-to-day. 

As far as my weekly plan goes, I usually plan on doing anywhere from two to four Reels, which are great for visibility. TikTok is also helping many of my photography clients book out their schedules, too, so if that’s something you’re interested in, it’s worth checking out. 

I also try to post on my story each day. Nothing fancy, I just show off daily life or what I’m working on, so I can build connections with my audience

See how there’s not much to it? That’s because the rest of the strategies I use help me plan and prep, so there’s not much left to do at this level. It keeps things pretty efficient!


Something I recommend avoiding are Facebook groups. Not the ones that are included in courses or memberships, but ones that are either free or open to the public. 

I used to have a group for my boudoir photography business with about 1,500 members, but I haven’t used it in years! When I was running it regularly and inside it often, I only booked ONE session. And that one session, while she was great, we had to things on a year-long payment plan.

For the work I put in, I didn’t feel it was worth it.

Get Even More Marketing Strategies Inside of 6FS!

Hopefully, now you have a better bird’s eye view of how marketing strategies work for a boudoir photography business. I know that was a lot of information I gave to you, so take some time to digest it, then come back ready to plan!

And know that you don’t have to do it all at once either. Take it step by step, and soon enough, you’ll have a complete strategy ready to go!

Want even more marketing strategies to grow your business? Make sure you check out 6-Figures Simplified! This 6-month coaching program has ALL of my best tips and tricks, and plenty of resources to help you implement what you learn. 

Learn more about joining here!


Tracy Lynn is a boudoir photogapher for brides-to-be in the St. Louis area, and a mentor + coach for photographers looking to level up their businesses with better systems and processes.

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Sales Strategy As A Boudoir Photographer | Tracy Lynn Coaching | See more at

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