We recently mentioned the importance of marketing yourself as a photographer and creative. This is even more crucial now we’re in the midst of a cost of living crisis – any marketing activity goes a lot further when there’s less noise.  

As we all know, with marketing there’s a range of activities available to you and it’s up to you to work out which are most effective for your niche. Choose the right mix of Instagram, Facebook, LinkedIn, email marketing, website, SEO, printed materials, networking, joining any number of relevant membership organisations, listings, and then there’s PR and the question of how to present your portfolio – plus many more options and many decisions. Plus, Instagram’s evolution serves as a reminder that video content is more important than ever, but what about more traditional marketing? In a recent ‘State of the Photography Industry’ survey by Format and Zenfolio, when questioned on where new clients find them, word of mouth came out as the clear winner for photographers across the world, followed by portfolio website, Instagram, Facebook and google search. 

So, what does word of mouth marketing mean for photographers? 

Word of mouth marketing is defined as ‘the organic marketing process that occurs when consumers create conversations around a company’s products or services with a friend, family, and network’. Indeed consumers trust their friends a staggering 92% more than traditional media. 

Marketing is all about building relationships, so it’s no surprise that clients may arise from the most unlikely, non-work related places where you have the opportunity to talk with new people. 

Some thoughts on word of mouth marketing;  

  • Always be prepared to talk to a potential client. Know your USP and practice how to explain what yourself and your business are all about in a concise manner. This is called an elevator script and however easy that sounds, it’s actually quite difficult to do well. Keep practising!  
  • Remember that in our digital world, word of mouth might mean sharing on reels, stories, tweets, or other viral content as well as conversations in real life while you’re walking the dog or chatting at the school gates. Basically, less about the platform, and more about the spreading of ideas.  
  • In a work context, the end goal of social media is to build relationships, sparking conversations which (hopefully) lead to commissions. Getting your message and ideas across is as important as cultivating a beautiful and interesting feed.  
  • Do look out for networking opportunities in person or online. Join relevant membership organisations and clubs, attend conferences and talks; these will provide you with chances to meet people relevant to your industry. 
  • Word of mouth marketing happens once your customers understand you, they know your values, trust who you are and what you’re about. This takes time, and is usually earnt through excellent customer service, going above and beyond expectations, or having a unique product. It’s certainly something to aim for! 


We hope this is useful information. Williamson Carson are experts in insurance and passionate about supporting the creative industries. Contact us now if you’d like discuss securing insurance for your business.