1. GET CLEAR ON YOUR MISSION AND BRANd

It’s no hidden secret that the industry is flooded with freelance photographers and videographers, so it is more important than ever to get clear on who you are, the style of photographer/videographer you are, what you stand for, what your strengths and weaknesses are, what you’re passionate about, how you can set yourself apart from everyone else, and then mould your business around those core values and principles. It’s only when we are authentic in our own self and craft, that we can then attract the clients and opportunities that are in alignment with our business.

I remember when I first started out as both a videographer and photographer, I loved SO many styles- it’s the natural creative in me, and that’s okay, but what I found within my business was that I didn’t really have a distinct brand. I was like a mixed bag of lollies (you know, the gummy bears mixed with the sour worms kinda type). I was heavily into surf photography, but I also did wedding videography, maternity photography, a touch of fashion and food photography, as well as lifestyle videography! Ha! Talk about a bloody circus! I guess we can call this phase my puberty years- I was a tad awkward, finding my feet, still going through the motions of change and figuring out what I loved, what could sustain my business, where my passion laid, and who my strongest clientele was. I was heavily influenced by what I thought I should do because others were doing that and it seemed to work for them 🤷🏼‍♀️, and what I really wanted to create, and the boundaries within myself that I knew I had to push.

It took some hard culling of the things I enjoyed, to make room for the things I loved, and it also took clear boundaries, self-belief and confidence, and channeling my relentless work ethic, to take that leap of faith and build my business model and brand around the style and principles I knew would drive me forward and help grow me as an artist and small business owner. I am still on this path, and I am still learning, growing and evolving, but I look back and I can honestly say that I am stoked I made those hard decisions early on in my career, so I am now able to follow what truly lights me up, and let the rest fall to the sides.

The thing when trying to find who you are, is that it takes courage to follow it through when there is so much noise or other people telling you “you should do this”, or your inner voice telling you “you can’t do that”. We can always play it safe and follow the lead of others, or we can break free and really trust that we know what is right for us, and put the pedal to the metal baby and just go for it!

2. who is your target audience/potential clientele?

Now that you know the style of photographer/videographer that you are, and have built your business model around those core values we mentioned above, it is now time to narrow in on who you are selling your services to, and this group of people will be your target audience.

To be honest, when I was first figuring out exactly who my target audience was, I struggled because I didn’t really know who I was as a videographer and photographer. I could do many styles of work, and building up a business meant I had major FOMO (“Fear Of Missing Out” for all of my Gen X readers) when it came to getting clients, so I took on more jobs then I should have just to make sure I had a solid income, I was juggling too many balls and wearing too many hats, until I had an “aha” moment which changed it all around. I needed to know who I was selling to.

I narrowed in on one-two genres/styles that I am passionate about, I built (and will always be building) my portfolio up, and I market to these target audiences (more on this next week I promise!) For an example, if you are a wedding videographer, you will most likely have a target audience/demographic of brides-to-be, and if you are a maternity photographer, your target audience will essentially be pregnant women, so on and so forth.

You may love to capture many things from fashion to weddings, and maternity to lifestyle, but it’s a good idea to choose a couple of genres or styles that you are passionate about, and focus on those so you’re not spreading yourself too thin, and getting lost in the crowd of doing “too much”. This will also allow you to be a master at your craft rather than just a Jack of all trades, no one wants to be good at many things, and great at none. You my friend, deserve to be great.

And that, is tip number two! Next week we will look at some marketing tips, and a few strategies that I have used in the past to build up my clientele.

3. build up your portfolio

Sometimes, (okay 76.9% of the time) we have to start at the bottom in order to reach the top, and trust me, there is nothing wrong with the bottom- it may feel a bit cold on your ass, but this is where we learn a lot about ourselves, and find out if this industry really is for us. And if it is, then congratulations, it’s clear you have the passion and dedication to keep pushing forward for your dreams and goals! You go Glen Coco 👏🏽

Okay, so let’s say you want to get your foot into the editorial and fashion world as a photographer but you have only ever shot landscape or weddings thus far, and I bet you are sitting here wondering “how the hell can I attract those types of clients and that sort of work when I don’t have the experience?”

Don’t worry, I was once the same when I shifted niches and genres.

So what did I do? I built up my own damn portfolio! Did I make money, nope. Did I have to hustle, yep. Did I have to grow some balls and step outside of my comfort zone to do so, you bet ya bottom dollar I did! I approached potential clients with an offer they couldn’t refuse, and after only one (*ahem scattered and totally under experienced) campaign shoot with a model, a bunch of brands, and only three short hours on set, I had the confidence in my skillset to expand and grow my wings into the industry I wanted to be in, because I was hooked on learning and expanding my craft, whilst making money and growing my clientele in the process. I used those images to not only build up my portfolio, but also cross promote with others and gain exposure that way (thankfully the brands I collaborated with loved the images and shared them with their social media audience- phew 😅). I slowly built up more and more clientele within my niche, and to be honest, I don’t recall doing another collaboration (unpaid work) from that point on.

This may not be the case for all genres of photography or videography though, such as weddings and maternity. It’s not exactly like you can ask pregnant strangers at the beach if they would like a maternity shoot for free so you can build up your portfolio (although that did tempt me at one stage early on in my career, I’m not gonna lie 🤷🏼‍♀️). But, you can network with other photographers and videographers within your niche, and ask if they would like a 1st AC or even just someone to help set up, and assist them on the day. Trust me, I have people offering to lend any help they can, so they are able to be on shoots and gain the experience needed, and that speaks volumes to me as I am most likely going to contact them on future jobs where I need an assistant, as I know they are keen to learn and help. And sometimes, I see talent in hobbyists that have passion but lack the confidence, and ask them to come along and assist me on a shoot so I can give them the experience they need so they too, can grow their creative wings. You see, helping others shine won’t dim your light, and accepting help won’t discredit your ability.

It pays to network, it pays to stay humble and learn from others, and it definitely pays to build up a portfolio as soon as you can.

4. build a (kick ass) website

The misconception around social media these days is that we should be utilising it the most to build up our business- and don’t get me wrong, it is a fabulous tool to generate exposure, have X,Y,Z amount of followers and likes, play mind games with Instagram’s never ending algorithms (insert eye twitch here), and also network with fellow creatives and potential clients from all over the world. Instagram has actually been amazing for my business as I generate a lot of work through this platform, however through my own research and listening to other successful bloggers, small business owners and freelancers, I have learned that social media should not be treated as Queen Bey, but rather Kelly or Michelle (Destiny’s Child groupies hollaaaa 🙋🏼‍♀️).

Given we actually do not own our social media, we therefore don’t own the followers, the traffic, the likes- none of it. So if Facebook (including Instagram) decides to flat line itself one day, what will you have left to prove your social authority? No followers, no images, no likes, no creepy men sliding into your DM’s… none.

This is where a website is crucial.

You own this website, including your domain, mailing lists, the content (images, videos, testimonials etc), and this is such important information and resources to have, as a means to continuously build upon. A website also gives your potential clients a platform to view your work, get a feel for you, and it is essentially where they will decide if you are the right fit for them or not. 👠

Investing in a website that not only looks beautiful, but also is user friendly and functional, is one of the best investments you can make for your business. Check out this article for a list of basic free web build plans or affordable DIY builds that may be suitable. If you don’t have the time or patience/knowledge to build your own website, please look into hiring a web developer and designer to assist you.

5. price your work fairly

This means pricing your work to industry standard, but also at your own discretion based upon your own specific skillset. For an example, I am a DOP, photographer, editor, and a creative director. I also have knowledge and experience in creating content for marketing purposes, so when I monetise my skillset, I don’t solely use the industry standard price point for just a videographer or a photographer, I use my own discretion to price my work accordingly to my industry experience, knowledge, expertise and ability to deliver what my clients need.

This is a great place for you to start when you are figuring out how much you should charge your clients. How big is the job? Will you need a team on board? How much camera gear is involved? Is the job both photography and videography? How much editing is involved? All of these questions are essential for pricing your work.

I used to cut corners in pricing my work at the very beginning of my business days, because I either loved what I do so much that it doesn’t ever feel like work, or because I simply needed the work so anything was better than nothing, right? Wrong. The creative industry already has the stereotype of “struggling artists”, and I have lost count of the times a business, brand or entrepreneur has stepped to me either wanting me to work for free, or simply use my already crafted images for their own marketing purposes- without paying me a cent. I don’t 100% know why people assume photographers, videographers, creative directors etc. would happily work for free, but I think it comes down to the fact that many creatives in the industry do.

And it’s time to cut that shit out, now!

I believe there is plenty of money to be made within the world, and I don’t view money as a personal attachment. It is a physical product that serves a purpose to buy and sell good and services, and once I let go of any guilt I had attached to making money, and viewed it in this way, I was able to price my work with a third party perspective, and stand strong by the value within that. You wouldn’t ask a builder to construct your dream home for free, or expect that your hairdresser make you look like Heidi Klum in exchange for a tag on social media would you?

So when you price your work, remember to try and view your skills without judgement or criticism, but also with a fair approach to both yourself and your client- you can’t grow your business if you are always cutting yourself short.

This means not doing work for free.

Sure, a collaboration is a great tool to growing your portfolio (as mentioned in previous tips,) but it can be a detriment to your business if you allow it to be. Not only will people come to you for essentially free work (a bikini in exchange for images won’t pay the bills babe), you will also lose value in your own worth and skillset because you are not attaching a fair price point for yourself. Don’t forget, people love valuable things, and more times than not, your right clientele will invest in your value because they can justify it.

Don’t be afraid to monetise your skills.

6. market your business with confidence

This can feel like a daunting process when you are first starting out in the industry and wanting to build up your brand- which essentially feels like a personal reflection of you. And to top it off, you are most likely comparing your work to others, or are simply lacking the self belief and confidence that you are in fact, good enough.

This thought process is normal, it’s okay, but it serves no purpose in marketing your business.

You know the analogy, “fake it til you make it”? Well, this will come in handy for you in your early stages of business! Although, please do not plagiarise another’s work, or commit to a job when you don’t have the skillset or the time to learn the skills required of you, but when it comes to putting yourself out there to the big, wide, online world- give others a reason to believe you have a tonne of confidence until you actually, authentically have it.

For an example, I was speaking to a friend of mine recently who is also in the delightful trenches of running a business, and his business coach gave him one hot piece of advice years ago; “Even if your books are empty, and you have no clients rolling in, act like you are run off your feet”. This is where the good ol’ “fake it til you make it” analogy comes in handy. I also like to call it, manifesting. If you can see it, you can believe it, and if you are willing to be the alchemist and put in the consistent hard work, you can therefore, create it.

Once you put out the energy that you are a competent and skilful professional (which I am sure you are), people will gravitate to that energy, and hopefully marketing yourself won’t feel so isolating or intimidating after all. You can also choose the ways in which you prefer to market your business, for an example, my website is my number one priority, and I use Instagram as my weapon of choice when it comes to showcasing my work online, (and generating a chunk of my clients from this platform as well). I then subsequently use Facebook as my next online marketing tool, followed by Pixieset, Vimeo and LinkedIn (I can get lazy with LinkedIn, but I do love it for business networking and connections).

Or, if online marketing simply isn’t for you and something you don’t wish to learn or be a part of, perhaps find someone who is as passionate about it as you are with your craft, and let them take the reins for you. I am a big fan of learning new skills and adding them to my toolbox so I don’t always have to outsource, but I am also a firm believer that people are experts in their field for a reason, and hiring a marketing guru (if it’s within your budget) who can take a little bit of the load off your shoulders, is only a win/win situation in my opinion.

I had to work hard to find a happy medium with my marketing and not let it consume me, not let comparison be the thief of my joy, and always stay inspired rather than defeated. Just remember, it is so important to know who you are, and where you’re going, and not to get sucked into thinking others are doing better than you. I have witnessed many people become drained from online marketing, and my hope is that you can find what works best for you and, do you, boo. ♡

7. network with fellow creatives

This is often an overlooked marketing tool that can be incredibly beneficial for your business. Networking with other photographers and videographers, as well as designers and artists, musicians and business owners, means you not only can grow and learn from these people, but everyone needs a photographer and videographer for their business, and once you have built a rapport (and in my case, sometimes friendships), you will most likely be their first call when they do need that work done. Plus, networking with others in the industry opens up the doors to their network and vice versa, so everyone creates new contacts and possibly generates new work simply from meeting or knowing certain people.

Viewing other creatives in your industry as allies and not competition can not only work in your favour, but it creates a beautiful exchange of authentic willingness to share, learn, inspire and grow from one another.

8. don’t take things personally (aka. ditch the ego)

This can be a hard pill to swallow when you are super passionate about your work and a client chooses to go with someone else, or simply doesn’t respond to your proposal or quote, or a fellow creative copies your work and credits it for their own… the list can go on! And my advice that I have always given myself, and I now give to you is; you will always attract the right clientele for you so don’t try and please everyone, and if someone copies your work or your business model, it says more about where they are in their career than it does about you, so shake it off and keep it moving.

Choosing your battles wisely and not taking rejection personally will see you focus less energy on the stuff you can’t control, and focus more energy on the things you can control.

I like to always remember this when working with clients, and for the first time all year, I recently had a 50% unsatisfied client. One portion of her deliverables she loved, and the other portion of the video production she did not. And while I thought it was great and I had succeeded in delivering her brief on point, our communication had a glitch along the way, and I didn’t quite hit the target. At first, I was shattered! I HATE disappointing a client because I have high expectations of myself, and of the standard of my work, and if I fall below that standard, I am not a happy chappy. But, I allowed myself a fraction of that morning to take that as a kick up the ass, and a reminder to always stay on my game and not get complacent, but I also shook it off fairly quickly and put the wheels in motion to organise a re-shoot and get the ball rolling to make sure I delivered 100% on the next shoot.

The thing about high standards is that they can be a superpower in business, and also be your kryptonite if you allow them to be.

We can dwell, get defensive, and take setbacks personally, or we can accept them, learn, and grow whilst being understanding of the fact that sometimes, this is going to happen. You will have hurdles (in some cases mountains) to climb and you are not a victim, you are just a human running a damn business and this shit is hard, so roll with the punches baby and keep it moving!

9. stay consistent

In my opinion, consistency is the most crucial part of running a business. A consistent work ethic, consistent social media presence, being consistent with your follow-up emails, consistent with your personal as well as your professional growth, and willing to expand and learn new skills outside of your comfort zone- it’s all at the crux of how successful your business will be. When I feel like I am not where I “should” be or “want” to be, I remind myself that success is not a race, it’s a long-term marathon and we need that beautiful combination passion, purpose and consistency to see us through.

Remember, if running a business was easy, everyone would be doing it.

10. always have fun!

Honestly, as corny as that may sound, it is so true. The industry can be filled with pressure and comparison, rejection and creative block at times, so you must always know how to enjoy the journey. If you don’t learn quickly how to love and enjoy what you do, and have not got your “why” concreted into your soul, then eventually your career will start to feel more like work than play, and more stressful than fun. Trust me, it will get stressful (I have not seen so many grey hairs in my head than what I have right now 😵) but I still absolutely love what I do and have a blast along the way.

To keep the stress (and grandma hair at bay), I also try to remain unattached to any future outcomes, so this way I can just continue to do what I love, and enjoy all of the abundance that comes my way. I remember when I got the email from Roxy asking me for a quote to do video production for one of their campaigns, and while I almost fell off my chair and pee’d myself with excitement as this was a total dream come true moment for me, I also had to stay in the moment and hold no expectations of where this could take my career etc. Sure, I definitely gained more work from this job, and I got to create for my dream company, but most of all I had FUN with it. I loved the shoot days, I loved the process, I did the edits and productions and let it go to wherever it was going, and what would come in return was a bonus.

There is enough pressure from society and the world in general, don’t add to it, just go with the flow and know that what is meant for you, will never miss you. ♡

I hope you enjoyed these industry tips, and some advice on the steps you can take to ensure your freelance business is set up for success! I will be diving deeper into these tips next year with some new and exciting projects that have been in the pipes for a while now, so stay tuned for that!

if you’d like to read similar journal entries and view my photography and videography, head on over to my website and learn more ♡

chloe x