We were lucky to catch up with Sam Popp recently and have shared our conversation below.

Sam, appreciate you joining us today. Alright, let’s jump into one of the most exciting parts of starting a new venture – how did you get your first client who was not a friend or family?

One of my very first paying clients came from a post I saw in a Facebook group looking for a last minute photographer to shoot a meet-and-greet event with a UFC fighter in 2021. I knew nothing about UFC, but I was eager to build my portfolio and shoot more events. I reached out to the poster with a gallery from a NYE party I had photographed the year before, the most recent event I had shot due to the pandemic. Because she needed someone ASAP, she gave me the gig as soon as I reached out.

Little did I know where that one event would take me! Not only did I get to photograph Dustin Poirier, who I learned is one of the most biggest celebrity fighters in the UFC, but the woman who booked me for this gig went on to book me for several events and still calls me for work to this day. She essentially gave me my break as a photographer in NYC. Shooting these events helped me build my portfolio early on and pitch myself to people looking for an event photographer.

You never know who you’re going to meet, where those relationships might take you, or who you may photograph.

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

My name is Sam Popp and yes, that’s my real name! I’m a Jersey girl that’s been living in NYC for the last 9 years. Today, I’m working full-time for myself as a photographer specializing in capturing corporate events, branding portraits, and headshots. I’ve had an interesting journey through different past roles in sales, marketing, and event production that have all led me here today and inform the way I’m building my photography business.

It all begin in 2018. I picked up a side job running the social media accounts for a popular bar in downtown NYC. I figured I should probably have a better better camera than the one that was on my phone so I could create content for the bar, so I bought myself a cheap Nikon camera. I didn’t really know how to use it, but I was excited to finally have a “real camera” and a cool place to shoot photos.

By day, I worked on a digital marketing team at a big hospitality brand and by night, I practiced my photography skills on cocktails and bartenders. I did this for a couple years until the pandemic shut down the event scene in NYC. Suddenly, I had a lot of free time on my hands, but no one to photograph but myself. I spent 2020 immersing myself in online photography education and creating self-portraits. When it was safe to see people in person, I began shooting portraits of other people for the first time and pitching myself for event work again.

In 2021, I decided to formally incorporate an LLC as I started to take on other clients outside of the bar. I started growing my little business on nights and weekends, shooting things like birthday parties or headshots for friends. When I was laid off of my job in 2022, I decided to give my photography business a shot full-time.

It’s been a wild ride since then! I’m coming up on 2 years of being in business for myself. I’ve photographed portraits of celebrities, politicians, musicians, executives, and entrepreneurs. My clients have used the photos we’ve created together to promote themselves in press features, musical releases, events and performances, political campaigns, during career changes, and all across social media.

Most recently, I’ve started hosting “POPP-UP” portrait events where I’ll “pop-up” at a photo studio and shoot several subjects in on afternoon, making it a fun and affordable way for people to get a new headshot. In the last 6 months, I’ve hosted “POPP-UPs” in NYC, Los Angeles, Philadelphia, and Phoenix, Arizona.

In addition to portraits, I’ve also photographed business events across the country. I love photographing conferences, corporate parties, and lifestyle events. The events I’ve been invited to photograph have brought me to some exciting locations, including the White House and the floor of the New York Stock Exchange.

I can’t say it’s been all fun; building this business and working for myself is an enormous challenge. Despite the tough parts, I know this is the life I’m meant to live. I love the risk and reward that comes with being an entrepreneur, as well as the opportunity to use both my creative talents and marketing skills in a new way.

What’s worked well for you in terms of a source for new clients?

In my experience, social media platforms like LinkedIn and Instagram, as well as good old fashioned word of mouth have been my biggest source of new clients. Building relationships both online and in the real world has always come very easy to me. I am always open to connection and conversation with new people – I’m never afraid to introduce myself, give out a business card, or chat with a stranger. Going to events by myself doesn’t scare me! I’ve gone on more coffee networking dates with people I didn’t know than I can count, and some of those meetings have changed my life. I always say YES to new people, places, and opportunities.

This openness to communication and genuine interest in others has not only helped my business grow; but it’s also made my personal and professional life a helluva lot more fun. I’ve had many friends become clients, and clients turn into friends.

I use LinkedIn and Instagram to stay connected to new people I meet as I’m out and about in the world. Over the years, I’ve cultivated a network of friends, clients, and supporters who not only believe in my business but also advocate for it passionately. Sharing my work and what I’m up to on my own social media has helped me stay connected and top of mind to my friends and contacts that may need a photographer. It is the biggest compliment to me when someone refers my name to someone they trust.

How did you build your audience on social media?

While I don’t have a huge following on social media, the audience I do have is extremely engaged and supportive. I make an effort to post consistently to my personal and professional Instagram accounts, as well as to LinkedIn, as I receive inquiries through all three.

My feed is not strictly promotional. I focus on telling stories, being humorous, and sharing authentically about my experience as a girl building a photography business and living in NYC, both the good and bad. I make an effort to authentically engage with other people’s content and actually be social, because I really do enjoy it!

My advice to those just starting to build up their social media is that first and foremost, consistency is key. Figure out a cadence of creating and sharing content that feels comfortable to you. Trying to do too much at first can create overwhelm. This should feel fun! Just focus on getting something, anything at all, up and out on your profile regularly, even if at first that’s once a month or week. It doesn’t have to be perfect, it just has to get out there.

Once you have an idea of where you want to get started, don’t be afraid to be yourself. Focus on telling stories, being interesting, and showing off your personality. People will want to work with you because of the connection they feel to you, not because you are telling them to “buy now.”

Lastly, and possibly most importantly, follow social media best practices. Educate yourself on how to create content that is optimized to the platform you’re posting it on. Don’t get too caught up in this, but there are minor things you can do that will help make your content more readable and accessible. For example, tag locations in your post, use captions on video, and space out the copy in your captions. No one wants to read a wall of text! These may be simple things, but they are often overlooked and really do help a lot in making sure your content is consumed and shared, which in turn helps your profile grow.

Contact Info:

• Website: http://www.sampoppshoots.com
• Instagram: http://www.instagram.com/sampoppshoots
• Linkedin: http://www.linkedin.com/in/sampoppnyc