When I started my business, I knew that I wanted to photograph high school seniors. My biggest hurdle was finding seniors when I started. Being a transplant to my town, I did not know many parents of high school students. Where to start? My website was not ranking high enough on Google for clients to find me. My senior portfolio was slim since I was just starting out. I decided that print or yearbook advertising may not be the right avenue. I decided my best bet was a two month Facebook ad looking for senior models from four local high schools. I created my ad to target a specific segment from those schools: 16-17 year-old girls. I opted to try this as a test and only spend $100 to see if it was a success. After I hit my $100 limit, I had a few inquiries and one student that was ready to model for me.
I offered my senior model two sessions, one in the spring and one in the fall. Being a “model” included some bonuses. A discounted session fee, referral cards and a discount for every student she referred. I also made it a point to have her post watermarked images on her Facebook page. She was required to use one of those images as per profile photo 
though October of her senior year. At first, I was disappointed she only referred two seniors to me, one from her school and another from a different school. I was surprised that referrals started rolling in from the non-model clients. Without any type of referral program, those two seniors started referring their friends. From there, it snowballed into referrals from the referrals. The $100 test ad I ran on Facebook in March had paid off, but I didn’t see those results till October and November.
I now have a full senior gallery on my website and increased my Google rankings by blogging senior sessions. I also have built my portfolio and currently have a Starbucks display within walking-distance of a high school. If you’re looking to break into the senior market, I highly suggest trying a low-cost Facebook ad to get the ball rolling. Once your clients’ images appear on Facebook after the session, they’ll be doing the work to send new clients your way!
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Photo Credit: © 2010 Melissa Jones
I’m a Columbus, Ohio based photographer specializing in high school senior, pet and kids portraits. My art career started in 1999 when I graduated with a BFA and started my first job as a graphic designer. Mid-way though my design career, I realized my love of photography after art directing many photo shoots. I started my photography business in 2008 and haven’t looked back. I love my job and capturing portraits of life’s moments for my clients.
I live in a suburb outside of Columbus with my husband and our rescue dog, Baxter, who is king of the house. I’m addicted to college football — especially The Ohio State University. There is rarely a day that I go without Starbucks peppermint hot chocolate, even in the middle of summer.
Company: Danielle Neil Photography
Email: info@danielleneil.com
Website: http://www.danielleneil.com
Blog: http://www.danielleneil.com/blog
Twitter: @DanielleNeil
Facebook: http://facebook.com/danielleneilphoto
© 2011 Danielle Neil
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Very interesting to read about your progress. I might have learned something!