Marketing Funnel For Photographers: Dear Devlin
Marketing Funnel For Photographers
Dear Devlin,
I am stuck in a rutt. Feel like I am doing something wrong. No enquiries or bookings are coming in.
After a busy wedding season last year with 30+ weddings I am wondering what I can do to boost my bookings this year? I am on various wedding platforms, but feel I can be doing more… please can you help?
Spud from Cumbria



“Let’s start by considering if you might be dealing with what I call a “Marketing Gap.” In the wedding industry, any gap in marketing efforts can lead to a gap in your bookings, because weddings are often booked a year (or more) in advance. ”
Dear Spud from Cumbria,
First off, congratulations on a hugely successful year with 30+ weddings. That’s no small feat, and it means you’re definitely doing a lot of things right. It’s easy to feel panicked when the diary suddenly looks quiet, but you’re not alone, many photographers are in the same boat right now. On the flip side, some photographers are fully booked or nearly there. So what’s the difference? I wonder if it is having a Marketing Funnel For Photographers?
The Marketing Gap
Let’s start by considering if you might be dealing with what I call a “Marketing Gap.” In the wedding industry, any gap in marketing efforts can lead to a gap in your bookings, because weddings are often booked a year (or more) in advance. Here’s how it might have happened for you:
- Busy Season: You booked 30+ weddings – amazing! You focused on serving those clients, shooting, editing, delivering galleries.
- Less Time for Marketing: With your plate so full, it’s natural to let consistent marketing slip.
- Delayed Consequence: Now that you’ve completed all that work, the new leads that would have been nurtured during last year’s busy season never materialised. Suddenly, you’re looking at a quiet diary and wondering, “Where did all the enquiries go?”
This happens all the time: A Marketing Gap = A Booking Gap.
Why Some Photographers Thrive
If you look at the ones whose diaries are still bursting, there’s a good chance they’ve set up some kind of marketing funnel for photographers. Don’t worry, this isn’t as complicated as it sounds.
What’s a Marketing Funnel For Photographers?
A funnel is simply a step-by-step journey that turns strangers into paying clients. It typically looks like this:
- Awareness: Someone sees your work (via social media, search results, Meta or Google Ads, etc.).
- Interest: They visit your website or sign up for your useful Lead Magnet because something about you stands out.
- Decision: They receive automated or semi-automated touchpoints (like helpful emails, blog posts, or behind-the-scenes peeks) that build trust and credibility.
- Action: They book you because your funnel made it easy to see why you’re the right photographer for them.
Once a funnel is set up – through email automations, strategic SEO, retargeting social media content, or a mix of all three – it keeps working in the background. Even if you’re swamped with weddings or simply need a break, your funnel is consistently welcoming and nurturing leads.

Discoverability is Key
Wedding planning can be hugely overwhelming for couples. Most don’t want to vet every single photographer out there; they just want to find someone quickly who ticks all their boxes. If you’re not showing up in their searches or on their radar, it won’t be you. This is where a funnel shines – it increases your discoverability and keeps you front of mind.
Practical Next Steps
Show Up Consistently: Even short, strategic bursts of marketing can go a long way if you do them regularly. Blog a wedding, post a behind-the-scenes reel on Instagram, or share real client testimonials. Consistency builds recognition and trust.
Audit Your Current Marketing: Where are couples actually finding you? Which platforms or websites bring you real leads? If you’re on multiple wedding platforms, can you optimise your listings?
Revisit Your Online Presence: Make sure your website is up-to-date, your portfolio is fresh, and your contact forms work flawlessly. If it’s been a while, you may need to refresh your branding or highlight your best recent work, I’ll bet you’ve got a lot of great content right now that you can share.
Build (or Refine) Your Funnel: Consider how you can guide couples from first discovery to booking. Automated email sequences, social media storytelling, and clear calls-to-action can all be part of this.
Final Thoughts On A Marketing Funnel For Photographers
It’s easy to panic-market throwing random social posts or ads out there hoping something sticks, but long-term success usually comes from a steadier, more intentional approach. With a robust marketing funnel in place, you’ll see a more consistent stream of enquiries, so you’re never stuck staring at an empty calendar again.
You’ve already proven you can book 30+ weddings in a season, so don’t doubt your abilities you just need to bridge that Marketing Gap. Take action now, invest time in your funnel, and watch the bookings start to flow in again. Trust me, you will kick yourself that you didn’t do this sooner.
Need More Help With a Marketing Funnel For Photographers?
If you want personalised guidance on creating or refining your marketing funnel, this is exactly what I help photographers with in my mentoring programme. I also have a class that you can take right now called Reach Engaged Couples On Meta that you could implement today to generate more bookings. You can book a free 10-minute discovery call to find out how we can work together to turn your quiet diary into a thriving calendar.

CAN I HELP WITH YOUR
PROBLEM?
Drop me a note with any industry issue that you might have and I will do my best to offer up some advice.
After a couple of decades as a wedding photographer, the chances are high that I will have some experience that might be relevant or have some insight into what your best course of action could be
The process is 100% anonymous, so feel free to share whatever is on your mind currently and know that this is a safe place.