Photography Marketing: 7 Lessons from Audrey RD

The short version:

Photography marketing isn't just Facebook ads or SEO. According to Audrey RD, who has been training photographers in France and across Europe for eight years, it starts with three things:

• Writing down your goals, and keeping them few

• Building an identity that's yours and nobody else's

• Caring so much about the client experience that clients recommend you

Everything else (pricing, offers, communication) flows from there.

In this episode of the Fotostudio podcast, Anthony Heukmes talks with Audrey RD, a maternity, newborn and child photographer who also teaches applied marketing to photographers. A former salesperson, she shares, with no filter, what actually works in the field, far from the theory.

Who is Audrey RD?

Audrey RD is a photographer specializing in childhood (maternity, newborn, family), known as Photography by Audrey, and she has been a marketing coach for photographers for eight years.

Her background explains her method:

14 years in sales before photography, selling to businesses and individuals alike. She describes herself as a “hands-on, in-the-field kind of woman.”
A niche from day one: she chose to specialize right away instead of photographing everything.
A recognizable signature: themed studio sets, offered all year round and not just at Christmas, at a time when very few photographers in France were doing it.
A coach who keeps learning: every year, she plans in advance the courses she'll take, in both photography and marketing.

“This isn't theory, it's marketing that works in the real world.”
Audrey RD

What is “applied marketing” for photographers?

For Audrey RD, applied marketing means techniques tested in real conditions by a working photographer, then adapted to each student's situation. It's not a catalog of theories to apply as is.

In practice:

She tests before she teaches. Whenever she learns a new technique in a course, she tries it in her own business first.
Not everything works for everyone. Her example: referral programs. Some photographers love them, others say “that's not me.” In that case, you look for another lever that gets you to the same result: growing your client base or keeping your clients coming back.
Marketing matters at every level. Whether you're just starting out or have been in business for 10 years, “at some point, you're going to have to do marketing,” whether it's to find clients, revive a business that's stalling or rediscover the joy of your work.

It's the same logic behind Fotostudio: generic business software exists for every industry, but a tool built for photographers meets their real needs. Marketing is better when it's specialized, too.

1. Write down your goals, and no more than three a month

The most common mistake, according to Audrey RD: keeping your goals “in your head.”

“Have you actually written it down?” “Well, no, it's up here.”
Audrey RD

The problem is that you have “a million things” on your mind and none of them move forward. Her rule is simple:

Write your goals down in black and white.
Limit yourself to about three actions a month.
Do them, then check them off. Seeing finished tasks keeps you motivated.

She says that working this way helps you move “three times faster.”

Anthony Heukmes adds a trap he has seen many times: the overambitious to-do list. On a day when you're fired up, you set yourself ten tasks for tomorrow, only get through three, and end the day discouraged and already behind for the next one. Better to have a few goals you work on every day.

Key takeaway: a goal you haven't written down is just an intention. A few goals you actually stick to beat a long list you abandon.

2. Consistent work always pays off

Audrey RD has asked many successful photographers, in France and elsewhere in Europe, one simple question: “What got you to where you are today?”

She says she always got the same answer: they worked a lot harder than everyone else. Instead of scrolling social media, they watched YouTube tutorial after tutorial until they nailed that shot or that edit.

This isn't about working endless hours every day. The nuance, as Anthony puts it, is consistency: setting aside a fixed number of hours every week for your marketing so you improve step by step.

Audrey compares a photographer's success to an iceberg: people only see the tip and forget all the steps underneath.

“We didn't get here with a snap of our fingers.”
Audrey RD

3. Stand out by creating your own style

How do you stand out as a photographer? For Audrey RD, the answer comes down to two things: a recognizable visual identity and being yourself.

A signature people recognize at first glance

Audrey found her identity very early on: she wanted people to look at her photos and think “that's Audrey.” The result: her clients don't reach out saying “I'm looking for a photographer for my baby.” They say:

“I came across your page and fell in love with your style.”

Clients who choose you for your style compare prices less and are more likely to recommend you.

Be yourself, even if not everyone likes it

“Clients can always tell when someone is faking it.”
Audrey RD

Playing a role can work for a few years, but it eventually runs out of steam. Anthony mentions Sébastien Roignant, a wedding photographer and YouTuber with a very distinctive style: some people love him, others don't, but nobody is indifferent. By contrast, most photographer websites look alike: same tone, same pitch, no personality that makes you want to know more.

You don't have to follow the trend

Audrey tells the story of a photographer who was worried because she didn't want to do mini sessions, even though “everyone's talking about them.” She preferred a natural, light-filled style with no studio backdrop. Audrey's answer: “If you love it, do it. Who's stopping you?”

Key takeaway: there's room for every photographer, as long as your style, your communication and your prices truly reflect you. Competition mostly hurts the photographers who all look the same.

4. Partnerships grow out of gratitude

The story of the Château d'Orleix (Hautes-Pyrénées, in southwestern France) is one of the highlights of the episode, and a real case study in local partnerships.

First contact. Audrey asks the owner, Béatrice, for permission to photograph a couple at the château. Lots of photographers were already shooting there.
What made the difference. After the session, she takes the time to show her the photos taken at her château and to chat, instead of leaving right away.
Public recognition. Every time she posts, she always tags the Château d'Orleix, expecting nothing in return, simply to say thank you.
Exclusivity. Touched by her approach, Béatrice and Patrick make her their exclusive photographer.
The studio. They eventually offer her a room in the château for her studio, where she works for nearly six years.

For Audrey, the venue also gave her a story to tell her clients (“come have your photos taken in a château”). The label still sticks to her, several years after moving just a few meters away.

Key takeaway: crediting your partners, showing your work and nurturing the relationship are free marketing actions that can change a career.

5. Plan ahead like a fashion brand

Early on, Audrey worked in a surf shop. Brands came in to present their winter collections in the middle of summer, at least six months ahead.

She applies the same principle to photography:

Plan your key seasons in advance: Christmas, Mother's Day, back to school, themed events.
Have a plan A, a plan B and a plan C. The 2020 pandemic proved it: photographers who had planned ahead got through the sudden shutdown better.
Get your workflow ready. Audrey explains that a tool like Fotostudio helped her handle high volumes, especially for her Christmas mini sessions: bookings, invoices and client emails. “You don't realize how precious time is.”

“If you don't plan ahead, you end up thinking: I thought I could do it, but I don't understand why I can't.”
Audrey RD

6. If you hesitate on your price, your client will too

For Audrey, pricing is one of the foundations of marketing. Many photographers close to burnout have prices that aren't aligned with their values or with the clients they want to attract.

The mental block she hears all the time: “I can't charge that, I'm not [famous photographer].” Her answer:

“It's not about being so-and-so. It's about believing in your work. If you hesitate, your client will hesitate.”
Audrey RD

Her exercise in training: put yourself in the client's shoes when looking at your own offer. “Would you buy it or not?” If the answer starts with “well…”, the offer isn't ready.

Selling from the heart: the women-only sessions

When Audrey launches a women-only session, she knows it will be fully booked within a week at most. Why? Because she has been through it herself. So she finds the right words to reach her audience: moms who spend a lot of time on others and very little on themselves. “For once, take some time for yourself.”

Key takeaway: you only sell well what you understand from the inside. The right words for your audience come from that experience.

7. The client experience is your best marketing

Audrey separates communication into two types:

Direct communication	Indirect communication
Posts, ads, offers, outreach	Client relationship, thoughtful touches, empathy, listening
Aims to attract	Aims to build loyalty and referrals
Often the only kind people think of	Often neglected, yet decisive

“What your clients want is to be understood.”
Audrey RD

Many photographers think they listen to their clients. In training, it often turns out they don't.

The client's point of view (and the partner's)

Anthony Heukmes shares his experience as a client: with his wife, who is a photographer, and their daughter, he has had sessions with six different photographers. As a non-photographer, he found all the photos beautiful. What made the difference was the experience itself:

with some, he smiled politely while waiting for the session to end;
with others, he genuinely had fun.

When he recommends a photographer, those are the ones he sends people to.

Audrey agrees: photographers look at technique, while families remember the connection, the natural feel and the fun they shared. Her husband called the photographer who understood what their family wanted “a gem.”

It's all connected: communication that reflects who you are attracts clients who are like you. They have a great time, then they recommend you.

The most common photography marketing mistakes

Traps to avoid, according to the episode:

✗ Keeping your goals in your head instead of writing them down.

✗ Setting yourself too many tasks and getting discouraged.

✗ Copying and pasting other photographers' copy. Your words are already marketing, since you're the one you're selling through them.

✗ Reducing marketing to ads and SEO, while forgetting your message and your audience.

✗ Playing a role to copy what “works” for others.

✗ Setting prices you don't believe in.

✗ Neglecting the client experience and indirect communication.

✗ Not planning ahead for seasons and the unexpected.

✗ Thinking you've made it: Audrey still takes courses every year.

FAQ: marketing for photographers

How do photographers get more clients?

Start by defining your target audience and the message that speaks to them, then build a recognizable visual identity. Next, take great care of the client experience to generate word of mouth. Local partnerships (venues, vendors) that you always credit in your posts are also an effective lever, as Audrey RD's story with the Château d'Orleix shows.

How do I stand out as a photographer?

Create a style that's yours and nobody else's, and stay authentic in how you communicate. According to Audrey RD, clients can always tell when someone is faking it, and personality is what sets apart photographers with similar technical skills.

How should a freelance photographer set business goals?

Write them down, limit yourself to about three actions a month and set aside a fixed amount of time every week for your marketing. A goal you haven't written down is just an intention, and a list that's too long leads to discouragement.

Is photography marketing just social media and ads?

No. Marketing starts with choosing your audience and the message you send them. It also includes “indirect communication”: the client relationship, listening, empathy and the thoughtful touches that build loyalty.

How do I price my photography without underselling myself?

Align your prices with the clients you want to attract and with the value you place on your work, then test your offer by putting yourself in the client's shoes. If you hesitate when you state your price, your client will hesitate too.

Do beginner photographers need marketing?

Yes. Audrey RD trains beginners as well as photographers who have been in business for ten years. At every stage of a career, you end up needing marketing, and beginners belong in training just as much as anyone.

How can photographers save time on admin?

By managing clients, bookings, quotes, invoices and emails in one place, with software built for photographers like Fotostudio. Audrey RD explains that she used it to manage her Christmas mini sessions, and the time you save can go back into photography and marketing.

Photography Marketing: 7 Lessons from Audrey RD to Reach Your Goals