Reaching new crowds through digital marketing in the photography industry

If you are a brand in a niche market like photography, you might be struggling to find a way to stand out from the crowd and build your digital presence. Well, we have good news, digital marketing is universal. Some digital marketers believe that being in a niche market can be a difficult challenge, but that is not always the way. In this blog, I am going to talk about how to maximise your impact by reaching new audiences and make your photography brand stand out to make an impact in a niche market like the photography market. This is something we work on for Datacolor, check out the case study.

Know your audience 

The most important element of every digital marketing strategy including one aimed for a brand in the photography industry and with products that appeal to a limited target audience is to know your ideal client. We are seeing a lot of brands that do not know who their ideal customer is because they have never asked themselves that question. Segmentation is key for digital marketing and that is also the case here. Know your ideal customer inside out and focus your digital marketing efforts only to audiences that are right for your brand and are potentially going to buy your product or services. The smaller the market, the better you are going to know your customer’s persona so why not use that to your advantage.

Solve your customer’s problems

Solving your customer’s problems comes after you know who your ideal customer is. Your product or service should have a unique selling point that other companies in the photography industry do not offer to their clients. Use your unique selling point to your advantage and include that to your digital marketing strategy to reach the right audience for your brand.

Use the right social media networks

Picking the right social media networks for your photography brand is crucial. Based on experience with working with big brands in the photography industry, we have seen that the social media outlets that work for them are Facebook and Instagram, and if you think about it, it makes sense as those social media networks are all about images and user engagement. Whatever your market is, the key to reaching the right audiences for your brand is picking the right social media networks and creating your digital marketing strategy around them. Focus on your chosen networks and create valuable content constantly so your photography brand can stand out from the crowd. If you are a photography brand read about our 3 tips on how to build a social media following

Invest in PPC advertising

In my opinion, PPC is perfect for niche digital marketing campaigns, especially on such campaigns in the photography market. Optimise your campaigns by focussing on mobile advertising and get your message in front of the right people. Use Facebook and Instagram targeting to your benefit and reach your ideal client. Somewhere out there, there are people who are interested in seeing what your brand can offer and sometimes, that audience cannot be reached organically, so include PPC into your digital marketing strategy. Finally, do not forget about the remarketing possibilities that both Facebook/Instagram and Google display ads offer. A well optimised and targeted remarketing campaign can be very successful and often provides better ROI from other campaigns.  

Share user-generated content

We live in time where user-generated content is a great and effective way for you to build brand awareness, and to strengthen your online community. User-generated content could not be more perfect for your digital marketing strategy. It is proven to increase brand awareness and establish credibility through user to user.  Why not use it to your benefit and implement user-generated content in your digital marketing strategy for your photography brand. We have seen that users engage more easily with content created by other people so don’t be afraid to ask your users for content, it is a great way to create connections with people who already love your products or services. A great example of sharing user-generated content is BAUBLEBAR, on Instagram, they share pictures with people wearing their jewellery.

Influencer marketing 

Include influencer marketing into your overall digital marketing strategy to leverage on their audience. A tip that I can give you is to get in touch with micro-influencers. The benefits of micro-influencers is that they are more connected and engaged with their audience. Reaching out to micro-influencers who are interested in your products and services is a great and budget-friendly way to build awareness and drive sales towards your brand.    


The internet has changed the marketing industry over the years and that includes niche businesses. Reaching new audiences in a niche market like the photography market can seem like a difficult task but with a well planned digital marketing strategy, it is achievable and you can have a great return on your investment if you do it right. 

Niche markets like photography can use digital marketing to overcome the vast marketing challenges that they face. If you are interested in us having a look at your digital marketing strategy drop us a message.

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