Let’s talk about something that can feel a little overwhelming when you’re running a creative business… MARKETING. I know, I know. We all got into photography because we love creating, working with people, and making beautiful things – not necessarily because we dreamed about spending our evenings planning social media posts, emails, blog content, and promotions. 

But after years in this business, I’ve learned that having a solid marketing plan can make such a HUGE difference. Not only does it help keep your business moving throughout the year, but it also gives you a little more freedom to focus on the parts of your business you actually love. And for me, that starts with creating a marketing calendar that actually works.

I’m a little old school and still love a good pen-and-paper calendar, but whether you use a physical planner, Trello, Google Calendar, or something completely different, the important thing is having a plan you can actually see. So, if marketing your photography business tends to feel like one giant game of catch-up, here are a few things that have helped me create a marketing calendar that works for my business.

Start with the Big Picture

Before you start filling your calendar with Instagram posts and emails, zoom out. Grab a yearly calendar and mark the BIG things first. For me, that means things like the Mod Squad launch, Grad Minis, family mini sessions, and even time OFF. Yes, I said time off! January is intentionally a slower month for me because after a full year, I need some much-needed R&R.

Looking at your entire year at once allows you to see the natural flow of your business. You can start anticipating your busy seasons instead of constantly reacting to them. Think about your own business. When do you typically book the most sessions? When do you want to promote minis? Are there certain months when you launch something new? When do you want to take time off? What holidays or seasonal moments naturally fit your brand? Put those things on the calendar FIRST.

Break It Down Month By Month

Once you have your big picture mapped out, it’s time to zoom in. Instead of looking at the entire year and thinking, “OMG, I have so much marketing to do,” break it down into smaller monthly goals.

Maybe February is all about promoting spring senior sessions. Maybe July is when you start talking about fall and holiday minis. Maybe September is when you’re sharing fall inspiration and reminding your clients that those October dates won’t last forever. The key is giving each month a purpose.

Then, underneath that goal, write down the actual tasks you need to complete. Blog posts, emails, social media content, promotions, reels – whatever makes sense for your business. This takes marketing from a giant, overwhelming thing hanging over your head and turns it into smaller, manageable pieces.

Batch Your Content

One of my favorite ways to save time? BATCHING. Instead of sitting down every single day and thinking, “What am I going to post today?” I’d much rather spend a chunk of time creating several pieces of content at once.

Write multiple captions, plan several reels, draft your next email, outline your blog posts, create graphics, and schedule what you can. I use different tools throughout my business to keep things organized and streamlined. Trello is one of my go-tos for organizing ideas, Flodesk for email marketing, Showit for my website and blogging, and of course, ChatGPT is basically my BFF when it comes to brainstorming and grammar help. 

The specific tools aren’t really the point. Find what works for YOU and create a system that makes it easier to get your ideas out of your head and into the world.

Reuse & Repurpose

Please hear me when I say this: YOU DO NOT HAVE TO REINVENT THE WHEEL EVERY TIME YOU CREATE CONTENT. This is one of my favorite things about having a marketing calendar. Take something that worked and use it again!

One of my favorite examples is my Mod Squad marketing. The overall structure of the campaign stays pretty consistent year after year, but the faces, photos, shoots, stories, and details change. And that’s okay! Your audience isn’t seeing every single thing you posted three years ago. And even if they did, your business has evolved since then.

Take a blog post and turn it into a social post. Take an old social post and turn it into a reel. Take a popular reel and create a blog post around the same topic. Have a post that performed really well? Revisit the idea and give it a fresh spin. Your best content is an asset. Use it!

Leave Room To Pivot

As much as I love a good plan, I also know that things don’t always go according to plan. And honestly? That’s part of running a creative business.

I always want to leave some breathing room in my calendar for spontaneous ideas, unexpected opportunities, changes in my schedule, or something that simply feels more exciting than what I had originally planned. Your marketing calendar should give you structure, not make you feel trapped.

Maybe something happens in your business that you suddenly want to talk about. Maybe a client session inspires a completely different blog post. Maybe you have an idea for a reel that you absolutely HAVE to make. Make the reel!

The calendar is there to help you, not boss you around. 

Start Small

If the idea of planning an entire year feels overwhelming, don’t start with an entire year. Start with the next three months.

Grab your calendar and write down your biggest goals. Add your promotions, launches, mini sessions, or busy seasons. Then start working backward. What needs to happen before that launch? What do your clients need to know? What content can you create ahead of time? What can you reuse from previous years? And what can you knock out this week?

That’s it. Start there.

Marketing doesn’t have to mean constantly being glued to your phone or scrambling to figure out what you’re going to post next. A little planning can go a LONG way toward creating more consistency, more intention, and honestly… A whole lot less stress.

And as creatives, we need that space. We didn’t build these businesses just to spend all our time marketing them. We built them because we have something we love to create and share with the world.

So grab that calendar, friends. Let’s make a plan, give ourselves some breathing room, and get back to the fun stuff!

Stay up to date with what’s happening at SJP & check out the latest senior photos on the blog!

Senior Photographer Education | Creating a Marketing Calendar That Actually Works in Your Photography Business | Illinois Senior Photographer | Chicago Senior Photography