We caught up with the brilliant and insightful Kaitlin Kirk a few weeks ago and have shared our conversation below.
Kaitlin, appreciate you joining us today. So, let’s imagine that you were advising someone who wanted to start something similar to you and they asked you what you would do differently in the startup-process knowing what you know now. How would you respond?
If I were to start over today, I would definitely aim to identify a clear niche and target audience. I kind of dipped my toe in a little bit of everything when I first started – family, newborn, couples, engagements, proposals and even second shooting weddings and taking on weddings of my own. Although I feel as though I have done well in all of those areas of the business – you will notice that most photographers that shoot weddings – do not also shoot families – because that is their niche! If I identified one niche earlier on in my photography career – I could maybe better understand client needs and be able to tailor services and marketing efforts more accurately/precisely.
In addition to identifying my niche – I definitely would have taken more opportunity for educational experiences like styled shoots where I would have had the opportunity to learn from other photographers that have been in the business for years. When I started photography, I had no experience and never used a real camera. While it is great to say that I am self taught – my career may have taken off a little bit quicker and easier, had I taken the time to get the education and learn from others. If I had gotten that education earlier on – I may have been able to develop a very strong and diverse portfolio showcasing my best work from the start – but I am proud of my current portfolio.
Developing a robust online presence is also something that is extremely important. I did not create a visually appealing website until this past month – and even still, it needs to be better. Creating a website that is optimized for search engines to attract potential clients is key for this business, next to word of mouth and referrals. I still work extremely hard to use my Instagram and social media platform to strategically share my work, engage with my followers, and build a community around my brand.
Implementing an online booking system from the start would have streamlined scheduling and payments. Doing this would have better allowed me to handle client inquiries, session requests and payments – hopefully improving client experience.
I started my photography business in February of 2023 – I used my Canon EOS R6 camera with its kit lens. Looking back – I wish I would have just invested in the high quality lens from the start – because it elevated my work instantly. It is important to invest in high quality equipment that offers the best value for the investment and are crucial for delivering quality work.
Alongside pursuing more education in photography – I think I would have tried harder to network with other photographers – ask them to assist them with weddings or assist them with their mini shoot days – so that I could shadow and learn from them. I had a few friends in the business who I felt comfortable asking questions – but not every photographer loves to share their secrets, the locations they shoot at, the presets they use. So – it would have been in my best interest to at least learn how they run their days, how they work with their clients, their camera settings in different lighting, etc.
Moving forward as I continue to grow – I focus more on continuous learning and adaptation. The photography industry is ALWAYS evolving – I want to continue to stay updated with the latest trends, techniques, and technology. I want my art to remain relevant and competitive.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
My name is Kaitlin Kirk. I am a full time investment banker with a large corporate bank and truly, also, a full time, self-taught lifestyle photographer. I have been married to my husband Brian for almost three years and we have two beautiful children together and two crazy golden doodles. I started photography because I enjoyed my experiences with so many other photographers throughout the years – especially after having my daughter. Newborn photos, mommy and me photos, family sessions. Photographers made all of those experiences so enjoyable for my family and I – and being able to capture such core memories and create art with them is something that is so amazing to me.
As I navigate two dynamic worlds – my career journey is a unique blend of analytical precision and creative expression, which has allowed me to cultivate a diverse skill set and offer a distinctive perspective in both fields.
My education and degree is in Finance – so within investment banking – I specialize in fixed income operations, asset servicing, and corporate actions.
Parallel to my finance career, my photography is a craft that I have nurtured now for almost two years. It is not just a part time role for me – it is a way to capture moments and tell stories through visual artistry. I offer a wide range of services including family, engagements, elopements, event coverage and branding sessions. Each session is approached with a meticulous eye for details and a commitment to creating images that resonate with my clients. My goal is to provide a seamless experience, from initial consultation to final delivery of the gallery – ensuring that every image reflects the client’s vision and surpasses all expectations.
What sets me apart is the integration of my analytical skills from investment banking with my creative eye in photography. This unique combination allows me to approach projects with a structured methodology while still embracing artistic freedom. Whether it’s capturing the perfect moment or navigating complex financial transactions, I bring a high level of professionalism and dedication to every aspect of my work.
How did you build your audience on social media?
When I first started my business – I did a ton of free sessions. I asked friends of mine to be models for me – and they would receive all of the edited photos in exchange for their time. From there – I hosted mini sessions, where I asked a local non-profit organization to advertise my work. In exchange for them advertising my work, I took a percentage of each mini session client and donated it to their non-profit organization. While the profits were small – this really helped get my name out, at least locally around my hometown.
From there – I used the photos that I took to start doing social media giveaways – where I would create rules for the giveaway such as – the winner needed to share my post to their story, like my post, and also follow me.
Social media giveaways help attract new followers, where people are naturally drawn to the opportunity to win something. When you ask participants to follow your account as a requirement for entry, you increase your audience size and potentially attract individuals who are genuinely interested in your content.
Giveaways also increase engagement on your posts. When participants are required to like, comment, share or tag friends to enter – this increases interaction on your social media platforms. Higher engagement signals to social media algorithms that your content is valuable – which leads to more visibility in followers’ feeds.
Social media giveaways help expand reach through shares and tags. When followers share your giveaway or tag friends, they’re extending your reach to their own networks. This organic word-of-mouth promotion can introduce your brand to potential new followers who might not have discovered you otherwise. The more shares and tags, the greater your exposure.
With all of this comes a sense of community and allows you to foster relationships. It is an opportunity to connect with your audience in a fun and engaging way. The audience then generates excitement and enthusiasm around your brand – helping build that sense of community.
With all of the shares, comments, likes and influx of followers – you are able to collect valuable data about your audience. Instagram analyzes participant behavior preferences and you can gain insights into what content resonates most with them. This information helps with future marketing strategies and helps tailor your content to better meet audience interests.
In summary – giveaways help drive a large amount of traffic to your social media and website – which creates an opportunity to convert new visitors into leads or clients by offering them value beyond the giveaway. It is an extremely strategic way to grow your audience, increase engagement and build your business, if you have the time and capacity to do so. All of this helps effectively enhance your social media presence and foster meaningful connections with followers and potential clients.
What’s worked well for you in terms of a source for new clients?
Referrals have been a game-changer for my photography business. They harness the power of word-of-mouth marketing, which is one of the most effective ways to build trust with clientele and build client base.
Referrals help build trust and credibility, as when a past client recommends your services to their friends or family, it is like a personal endorsement. It can be far more convincing than traditional advertising because it is coming from someone that that potential client trusts. Potential clients are far more likely to choose a photographer who comes highly recommended by someone that they know.
Referrals also help increase client retention. When clients refer others to you, it is a sign that they are happy with your work. This not only helps in attracting new clients, but reinforces the positive experience for the referrer. It creates a cycle of satisfaction and loyalty, which can lead to repeat business and ongoing relationships with existing clients.
Referrals also help enhance the reputation of your business. A strong referral network can establish you as a go-to photographer in your niche, whatever that may be. As more people hear positive things about your work, your brand becomes more recognizable and respected – which leads to more referrals!
When I receive positive feedback from a client, I showcase this feedback on my social media or website as testimonials for my business. This not only provides social proof of your expertise, but also helps build trust with future clients.
Contact Info:
- Website: https://kaitlinkirkphotography.mypixieset.com/
- Instagram: @kaitlinkirkphotography
