How Photographers Can Get More Clients Through Networking (Without It Being Awkward)
*By Grace Coster | Photo Diaries*
If the word “networking” makes you want to skip to the next tab, I get it. For a long time, networking felt like stiff suits, forced small talk, and awkwardly swapping business cards with people you’d never see again. But here’s the thing networking has evolved, and for photographers who want to grow their client base and increase their revenue, it might just be one of the most underrated marketing strategies out there.
Let me show you how to do it in a way that actually feels good.
Networking Looks Different Now
Gone are the days when networking meant standing in a conference room with a name badge. Today’s events come in all shapes and sizes:
- Speed-dating style networking for women in business
- Meet-and-mingle evenings — turn up, have a drink, chat with people, no pressure
- Sponsored lunches with a relaxed, social vibe
- Intimate breakfasts with small groups of 10–15 people
I recently attended a $15 Mediterranean lunch in Canberra, sponsored by Doma Group. Thirty people, good food, easy conversation. And I walked away with seven business cards and a clear follow-up plan. That’s the version of networking I want to show you.
How to Actually Work a Room
Walking into a room full of strangers is uncomfortable for most people yes, even for those of us who are good at it or are extroverted. Here’s what works:
Make a beeline for the host. Say hello, thank them for putting on the event, and they’ll naturally introduce you to someone. Instant in.
Approach groups with a smile and eye contact. You don’t always have to speak first sometimes making eye contact and smiling is enough for someone to open the circle and invite you in.
Don’t wait for people to come to you. Some days you’ll feel confident and walk straight up and say “Hey everyone, I’m Grace!” Other days you might feel shy — and that’s okay. Just make eye contact and let your body language signal that you’re open to conversation.
Test what works for you. There’s no single right way to network. The more you do it, the more natural it becomes.
The Follow-Up Is Where the Magic Happens
Here’s what most photographers get wrong: they go to a networking event, collect some cards, hand out their own, and then… nothing. They hope for the best.
The follow-up is where networking actually works.
Here’s exactly what I do after every event:
1. Connect on LinkedIn immediately
If possible, connect with people right there at the event. If not, look them up and send a connection request within 24 hours.
2. Send a personalised DM or email
Don’t send a generic message. Reference something specific from your conversation — an anecdote, something they mentioned, a coincidence you discovered. This is what separates a genuine connection from a forgettable one.
Here’s an example of what that might look like:
“Hey Sarah! Gosh, we had such a good time at the lunch last Friday at the hotel. I really enjoyed meeting you and Janet — how funny that you two went to school together! I’d love to keep in touch. Just a heads up — if you or your team ever need fresh headshots for LinkedIn or your company website, that’s my specialty. Hope to see you at the next Women in Business event!”
It’s warm. It’s specific. It’s not pushy. It lets them know what you do without making the whole message about selling.
3. Offer value, not a sales pitch
Think about how you can genuinely help the people you meet. If someone works for a company, consider: do their staff need headshots? Does their brand need updated photography for their website or marketing? Lead with helpfulness.
What If You Don’t Hand Out a Single Card?
It happens. Sometimes the conversation doesn’t go that way, and you leave empty-handed. That can feel deflating, especially if you drove into the city for it.
But here’s a reframe: being seen is the marketing.
Showing up to the same events consistently, over time, makes you the photographer people associate with that community. They start to recognise your face. They remember your name. And when they need a photographer or their colleague does you’re the first person they think of.
If cards don’t come up naturally, try this instead: “Are you on Instagram? I’d love to follow you.” They’ll follow you back, they’ll see your work, and they’ll remember you as the photographer from that event. You’ve made a connection without it feeling transactional.
The Long Game — and Why It’s Worth It
Networking is rarely an instant win. It’s a long-term marketing strategy, not a quick fix for an empty client calendar. But the compounding effect is real.
A few years ago, I was invited to a $75 networking breakfast small group, about 12 women, early morning. It felt like a lot of money and a lot of effort. But four of my existing clients were there, and they naturally advocated for me in conversation:
“Oh, Grace did my photos she’s been my photographer for five years.” “Grace did our company photos, she’s wonderful.”
I hadn’t asked them to say a word. And because of that social proof, I converted three of the new women into paying branding photography clients each investing thousands of dollars. Plus, two became genuine friends I still catch up with.
That one breakfast paid for itself many times over.
Practical Tips to Get Started
- Commit to one event every three months. That’s it. Just one. See what comes from it.
- Look for events that feel right for you. If big innovation conferences feel intimidating, find smaller women-in-business groups or local meetups.
- Bring a friend. If you’re nervous about attending alone, invite a business buddy along. It makes walking in so much easier.
- Do the reps. Approaching strangers cold is a skill. It gets easier every single time.
- Don’t go there to get something. Go to have conversations, be visible, and build genuine relationships. The clients come as a result of that, not in spite of it.
The Bottom Line
Networking is one of the most human forms of marketing and for photographers who rely on trust, personality, and connection to win clients, it’s a natural fit. You don’t need to be an extrovert. You don’t need a slick elevator pitch. You just need to show up, be genuinely curious about the people you meet, and follow up with care.
Put yourself in rooms where your ideal clients might be. Be the photographer they remember. And watch what happens over time.
LISTEN TO THIS CONTENT ON THE PHOTO DIARIES PODCAST HERE
Grace Coster is a commercial photographer and business mentor with over two decades of experience. She hosts the Photo Diaries Podcast and runs the Photographers Only membership a community with monthly business coaching, marketing masterclasses, and resources to help photographers build a booked-out business. Find her on Instagram at @gracecostaphotographer.
