EP 146 - How I Book Weddings Without Paying for Ads
I have never paid for an ad to book a wedding.
Which is kind of funny because last week I had Jonathan Goldie on the podcast talking all about ads and how he uses them in his business. And I want to be very clear: I am not anti-ads. I actually think ads can be an incredible tool.
I just haven't needed them.
I've been consistently booking weddings since I was in my early twenties, and I've built a six-figure photography business largely through Instagram, relationships, referrals, networking, and honestly just making sure people know I exist.
So this episode is basically everything I've done instead of paying for ads.
First, a Little Life Update
I'm currently getting ready to fly to London to speak at Elevate, which is an entire conference about analog photography. Before that, I'm stopping in Montauk to hang out with some industry friends, so it's a slightly chaotic week over here.
I'm nervous. I'm excited. I'm trying to figure out what the hell I'm wearing. But mostly I'm really excited to teach at a conference that is completely centered around film.
Anyway. Weddings.
Instagram Has Booked Me a LOT of Weddings
When I first started photography, Instagram looked completely different.
There were no Reels. There wasn't TikTok. We were posting one photo at a time, and hashtags were actually a huge part of how people found photographers.
And literally, hashtags booked me weddings.
I would use really specific hashtags based on where I wanted to work. If I wanted to shoot an elopement somewhere, I was making sure I was showing up when someone searched for a photographer there.
Obviously Instagram has changed, but the idea hasn't.
You need to make it incredibly obvious what you do and where you do it.
Today, around 60% of my inquiries still come from Instagram. My profile isn't just "Summer Grace, photographer." It's optimized around what someone might actually search for.
Think about your Instagram almost like you would think about your website SEO. If somebody lands on your page for five seconds, can they immediately figure out what you photograph, where you're located, and whether or not they should inquire?
I Met Literally Everyone
One of the biggest things I did at the beginning of my career was meet other photographers.
I probably met over 100 photographers within my first few months of really trying to build my business.
I went to coffee. I second shot. I reached out to people. I showed up to things. I made friends.
And those relationships started turning into referrals.
If another photographer was already booked, they could send that couple to me. If they needed a second shooter, they knew me. If someone asked them for a recommendation, my name could come up.
But that only happens if people know who you are.
You can be an incredible photographer, but if you're sitting at home editing all day and nobody in your industry knows you exist, you're making things significantly harder on yourself.
And It's Not Just Photographers
Planners. Florists. Makeup artists. Venues. Videographers.
I think photographers sometimes get way too focused on networking with other photographers when there is this entire ecosystem of people around every wedding.
And you truly never know who knows someone.
I've gotten opportunities from relationships that, on paper, probably didn't look like they were going to lead anywhere.
That's why I don't really like networking from the perspective of, "What can this person do for me?"
Just know people. Be kind. Be someone people like working with. Help people when you can.
Which brings me to something I do after weddings: I share the photos.
If a florist created something beautiful, I want them to have those photos. If the planner worked their ass off putting together the day, I want them to have images they can use.
Be a giving person.
Because yes, those people may eventually tag you, refer you, or send a client your way. But you're also just creating a relationship where both of you benefit from working together.
Get on the Right Venue Lists
Venue lists can also be huge.
But I don't think the goal should be getting on every preferred vendor list you possibly can.
I want to be on the lists of venues where my clients are actually getting married.
If you photograph a wedding somewhere you love, send the gallery. Introduce yourself. Follow up. Build the relationship.
Again, people need to know you exist.
Word of Mouth Still Matters
Some of my business comes from things that are almost impossible to track.
A past client tells a friend. A photographer mentions my name. Someone follows me for two years before they get engaged. A planner sends my Instagram to somebody. Someone meets me completely outside of the photography industry and remembers that I shoot weddings.
That's why I don't think marketing is just posting on Instagram.
Marketing is every single way somebody can find you, remember you, trust you, and eventually book you.
And a lot of that happens offline.
You Don't Have to Pay to Be Seen
Again, I'm not saying you shouldn't run ads.
Maybe ads make complete sense for your business. Maybe your time is significantly more valuable than the money you'd spend on advertising.
But I also don't want photographers thinking that the only way to get in front of more people is to pay for it.
You can meet photographers.
You can build relationships with planners.
You can reach out to venues.
You can optimize your Instagram.
You can share galleries.
You can second shoot.
You can go to events.
You can literally just tell more people what you do.
There are so many ways to market your business that have nothing to do with buying an ad.
Sometimes the answer really is just getting out from behind your computer and making sure more people know your name.
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