Case Study: Decentering Yourself from Your Small Business Marketing

A professional photographer specializing in weddings, portraits, and lifestyle photography approached us with a challenge. Despite her talent and years of work, her social media presence and marketing efforts were heavily centered on her personal brand rather than her services and client outcomes. While she had a loyal local following, her growth had plateaued, and she was struggling to scale her business.

Problem
The client’s marketing strategy overly focused on herself as an individual—her personality, her preferences, and her lifestyle. While this approach resonated with some followers, it limited the reach and scalability of her business and failed to showcase the full breadth of her professional skills.

Objective
Shift the focus of her marketing from herself to her services and the value she provides to clients, with the goal of:

• Growing her social media following.

• Increasing overall reach.

• Booking new clients.

Strategy

• Brand Messaging Overhaul:

  • Reworked her marketing message to highlight her photography skills, client success stories, and her portfolio.

  • Developed a tagline and key messaging pillars that positioned her as a trusted expert rather than a personality-driven brand.

• Client-Centric Content Creation:

  • Focused social media posts on showcasing client testimonials, portfolio items, and behind-the-scenes insights into her creative process.

  • Introduced content series that highlighted her work and the results she delivered.

  • Eliminated personal stories from her business feed and story highlights.

• Targeted Social Media Campaigns:

  • Launched ad campaigns targeting engaged couples and small businesses needing professional photography, with clear CTAs emphasizing her services.

  • Leveraged hashtags and geotags strategically to increase visibility in her local market.

Results

• Following Growth: Achieved a net increase of 2,123 followers in three months, surpassing the initial goal of 500.

• Increased Bookings: Bookings rose by 37% during the three-month period, driven by a combination of organic content and targeted campaigns.

• Enhanced Engagement: Social media engagement rates (likes, comments, shares) improved by 45%, reflecting a stronger connection with her audience.

• Client Feedback: Multiple clients mentioned her portfolio was what caught their attention and made them confident in choosing her.

This case study demonstrates the power of decentering yourself in your marketing to focus on the value your business delivers. By shifting the narrative from her personality and personal life to her skills and client results, the client was able to not only grow her audience but also significantly increase her bookings and revenue.