So, you want to start a horse photography business? Well seriously, who wouldn’t?
Picture this: rolling hills, horses galloping through the fields, you behind the camera capturing the magic. It sounds like a dream come true, right?
Well, hold your horses (pun fully intended), because while snapping photos of horses sounds like the perfect career, there’s a whole lot more to it than just you, a camera, and your equine models.
Don’t get me wrong—snuggling horses is a fantastic perk (seriously, it’s the best), but if you’re thinking that’s all there is to it, I’ve got news for you. Running a horse photography business is 80% everything else and only about 10-20% of actually pressing the shutter button.
Let’s talk about what it really takes to turn your passion for horse photography into a successful business.
Client Management—More Than Just Scheduling
Client management isn’t just about booking sessions. Nope, that would be too easy.
It’s about understanding each client’s specific needs, building long-term relationships, and creating an experience that makes people come back for more.
You need to be a master of communication, always listening to what your clients want—even when they don’t quite know how to express it themselves.
Building a photography business means being more than just a great photographer. It means being a people person, handling client inquiries, calming their concerns, and, most importantly, ensuring they walk away from every session thrilled with their experience.
But…that’s not all! Client management also encompasses how you handle your client’s experience from start to finish. That means how they interact with your website or social media until you deliver their final images or finished products.
Branding and Marketing—No, Posting on Facebook Once a Month Doesn’t Count
Branding is the WHO.
Who are you as a horse photography business? What’s your vibe? What’s your style?
Marketing is the HOW.
How do you take that “who” and deliver it to potential clients? How do you get people to pay attention?
Spoiler alert: It’s not by posting on your Facebook page once a month and hoping for the best.
You need strategic marketing—thought-out campaigns that grab attention, speak to your ideal clients, and keep them coming back.
No, buying a logo on Etsy, slapping it on your Facebook page logo on your website, and calling it a day won’t cut it.
You’ve got to stand out in a crowded market, and that means designing your branding to reflect who you are and then marketing it like a pro.
Branding and Marketing—No, Posting on Facebook Once a Month Doesn’t Count
Branding is the WHO.
Who are you as a horse photography business? What’s your vibe? What’s your style?
Marketing is the HOW.
How do you take that “who” and deliver it to potential clients? How do you get people to pay attention?
Spoiler alert: It’s not by posting on your Facebook page once a month and hoping for the best.
You need strategic marketing—thought-out campaigns that grab attention, speak to your ideal clients, and keep them coming back.
No, buying a logo on Etsy, slapping it on your Facebook page logo on your website, and calling it a day won’t cut it.
You’ve got to stand out in a crowded market, and that means designing your branding to reflect who you are and then marketing it like a pro.
Education—Because This Business Never Stops Evolving
Listen, I know we’d all love to believe that once we’ve learned how to take great photos, the rest just falls into place.
But the truth is, this business – and the technology we use in it – is constantly changing and evolving. You can’t just stick with what you know and expect to stay relevant.
Continuous education is key.
I’m talking workshops, webinars, mentorship programs (hey, I happen to know someone who could help with that).
You need to stay ahead of trends, both in the photography world and in the business world. And yes, I’m including the dreaded B-word because without a solid understanding of how to run your photography business, it doesn’t matter how good your photos are.
Don’t believe me? There are phenomenal photographers out there who are making no money. And mediocore photographers making bank… solely because they either do or don’t know to market and run a business.
Equipment Maintenance—Because You Can’t Shoot With a Broken Camera
Beyond taking photos, you also have to maintain your gear. And I don’t mean just wiping the lens on your shirt before a session.
I’m talking about cleaning, calibrating, and making sure all your equipment is in tip-top shape. Which means, either you need to know how to do this… or… you need to have the money to pay someone to do these things for you.
Personally, I’m a big fan of the Canon Professional Services program personally (and being a Canon girl). Nikon has a similar program. And, Sony has also announced a new professional service program.
Let’s face it, showing up to a session with a busted camera is basically a nightmare scenario. Keeping your equipment in top condition is crucial. It’s like being a chef with a dull knife—it just won’t cut it (pun definitely intended).
The Business Side—Yep, You’ve Got to Do the Boring Stuff Too
And here’s the part no one talks about: the business side of things.
Yes, I know, it’s not as fun as photographing horses, but it’s just as important and, arguably, more so.
From budgeting to invoicing, tracking expenses to paying taxes, you’ve got to know your numbers. Running a horse photography business means keeping your finances in check.
Think about it—without the business side locked down, you won’t have a business to run.
So yeah, you’re going to have to spend some time in front of spreadsheets (sorry, not sorry).
Post-Processing—The “Magic” Happens After the Click
You didn’t think the magic was all in the field, did you?
After you’ve clicked that shutter, the real work begins. Editing, retouching, and making sure every image looks its absolute best is just one of many things that separates the pros from the amateurs.
Prepare to spend a lot of time in front of your computer, ensuring your clients get the high-quality images they deserve.
Ready to Turn Your Passion Into a Thriving Horse Photography Business?
If you’ve read all this and still think you’re ready to take the plunge, I’ve got great news.
You can totally do it. You just need the right strategy and the willingness to wear all the hats (and maybe take a few naps in between).
Ready to build a horse photography business?
Let’s work together to fine-tune your branding, marketing, and business strategy.
Not quite ready to commit? No worries! Join the herd for free tips, resources, and insights on how to grow your photography business at your own pace.
Betsy Bird, M.Photog.Cr., CPP, TPM, TSD, of Ride the Sky Equine Photography, spends her days doing insane things to make animals look at her. Clearly, she’s desperate for attention. When she’s not mentoring photographers, wrangling teenagers, or acting like a total goofball, she’s hanging with Derby—the puppy currently training to be office assistant (jury’s still out on whether “chewing cords” counts as a legitimate job skill).
Betsy has earned both her Master of Photography and Photographic Craftsman degrees from the Professional Photographers of America (PPA). She also holds the CPP, TPM, and TSD designations and currently serves on the Board of Directors of both the Professional Photographers of East Tennessee (PPETN) and the Tennessee Professional Photographers Assocation (TNPPA).
An award-winning photographer, Betsy is also a published author, national presenter, and frequent podcast guest. Her book, Equine & Equestrian Photography Poses that Sell, has become a resource for photographers, and she’s been featured on The Profitable Photographer Podcast, The Business Animal Podcast, Cowgirls with Cameras Podcast, The Focal Points Podcast, and more.
Through her digital tools, courses, and mentoring programs, Betsy teaches photographers how to build profitable businesses without the overwhelm. She is an expert in her field (which isn’t that surprising given how much time she actually spends outstanding in a field… get it?).