Alright – so today we’ve got the honor of introducing you to Danielle Uhl. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Danielle, thanks for joining us today. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

There’s a key importance when it comes to the photos that professionals or businesses use in their marketing — the photos must help set you apart in your industry.

The majority of photographers out there do portrait photography — families, seniors, weddings, etc. And don’t get me wrong, that’s all beautiful work and needed too.

The difference is, a typical portrait photographer doesn’t know how to shoot from a marketing angle or to the specific photos businesses need for the various formats and platforms to effectively market their business.

I can’t tell you the number of conversations I’ve had with professionals and business owners who had invested in a photo shoot and only ended up with maybe 1-2 photos that they could actually use.

This is terrible ROI!

Instead, there are 3 key questions I consult with my clients to design a photography session that not only gives them a pristine experience, but ensures that they will walk away with all of the photos they need to effectively market their business and stand out in their industry.

1) What are we shooting for? / Where will you be using the photos?
2) Who is your target client/audience?
3) What are the details that go into your Brand?

Through combining my unique education (B.A. & Masters in Business), over 16 years of photography experience, and a decade in Entrepreneurship, it’s my passion to help other business owners succeed by creating effective marketing tools through photography. At Underexposed®, we make the process personalized and easy for busy business owners to confidently uplevel their brand and increase their revenue.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I founded Underexposed® in 2013. After starting photography in high school with a manual black & white film camera and darkroom processing, I decided to turn my passion into a business with the mission to “Expose the Underexposed.” So the company was born.

Combining my unique education (B.A. & Masters in Business), over 16 years of photography experience, and a decade in Entrepreneurship, I noticed a gap in the photography industry. Any photographer can take a pretty photo, but business owners need so much more – which is exactly what we do.

Underexposed® specializes in Branding & Event photography (a.k.a. Marketing photography) with a passion to help other business owners succeed by creating effective marketing tools through photography. We make the process personalized and easy for busy business owners to confidently uplevel their brand and increase their revenue.

In 2018, I was hired to travel to Las Vegas, Nevada, USA and Helsinki, Finland to photograph the Karaoke World Championship National USA Finals and World Finals, featuring singers from 20 countries. I’ve also traveled all over the USA for a variety of photography shoots, including Illinois, Iowa, California, Florida, and more.

You’ll always find me with a coffee in-hand and my dogs by her side (aka my assistants) — or traveling and singing with my talented husband when I’m not behind the camera.

Can you tell us about what’s worked well for you in terms of growing your clientele?

It’s not sexy — but it’s hands-down continued to grow my business every single time. Relationship marketing and networking.

When I was first getting started in business, I honestly had no idea what I was getting myself into. Starting from my passion-turned-business, I had no funds/capital, no fancy website, and no idea how to market my business. It all started from a post I shared on my personal Facebook page saying that I was thinking about starting a photography business. Simply sharing with family and friends is where I found my first few clients.

With each conversation and each next client, I focused on giving them a great experience, honing my process, and surprising them with little things as a way to say thank you — I still send handwritten cards to my clients to this day.

Over the years, and after investing in and trying many other marketing strategies, I know that relationship building is the key. Having. great processes and systems, giving each client a great experience, following up, reaching out, surprising and delighting my clients with little things, and building a referral program have all continued to be my greatest strategy. This also includes going out and networking with other business owners, referral partners, community events, etc.

When I engage with people and continue to foster that connection and relationship over time, my business continues to grow.

How’d you build such a strong reputation within your market?

Pulling from my last answer about relationship marketing, I believe that building the reputation of my business came from fostering and nurturing my relationship with my clients, audience, and biggest fans/supporters.

Client experience is one of Underexposed®’s key values, and something I’ve continued to develop over a decade in business. This includes how potential clients find or hear about us, the website and booking ease, the systems and processes I’ve built to seamlessly take them through a consistent and professional process, the photography session experience, getting their beautiful photos, and even what to do with their photos once they receive them. I’ve spent a lot of time developing these processes and improving them so that my clients want to refer me and also return!

Which is exactly why over 75% of my business on average each year has been repeat business and referrals! Building your client experience and growing your brand reputation is a better marketing strategy in my opinion, and less expensive too!

Contact Info:

• Website: https://www.underexposedphotography.com/
• Instagram: https://www.instagram.com/xposure_photography_danielle/
• Facebook: https://www.facebook.com/xposurephotographydanielle
• Linkedin: https://www.linkedin.com/in/underexposedllc
• Youtube: https://www.youtube.com/@underexposedphotography
• Yelp: https://www.yelp.com/biz/underexposed-castle-rock
• Other: Book Now: https://calendly.com/underexposed/photography-session-request

Image Credits
Danielle Uhl’s Headshot – Mel Schroeder Photography All other photos – Underexposed®