In this episode of The Portrait System Podcast, host Nikki Closser speaks with Shawn Black of Couture Black from Boston, Massachussetts. Black shares valuable tips for building a strong and profitable boudoir brand, in large part with careful usage of social media.

Black started out as a television and film major with a minor in photography. For many years he worked in television production before getting involved in an agency and doing photography on the side to satiate his creative drive. When the Boston office he worked for closed and laid everyone off, Black says it was one of the best things that ever happened to him. His girlfriend at the time encouraged him to pursue photography, and he developed a successful weddings and events photography business.

[Read: The Boudoir Photography Empowerment Movement]

Black ended up marrying his girlfriend Michelle, and they had two young children. After spending lots of quality time with them, he decided to give up shooting weddings and events on weekends and went on to shoot boudoir full time. Michelle now works with him full time as well, managing the studio as well as their other business, the Association of International Boudoir Photographers (which just had its first photo retreat—and a very successful one at that—under their new ownership at his studio in Peabody, MA.)

[Read: 4 Strategies to Promote Your Photography Business]

A major part of Couture Black’s marketing and customer experience stems from their private Facebook group, to which they drive all leads from ads and campaigns. Black says, “it’s an amazing community that we’ve built up, where it pushes our brand message forward. Women come in, and they’re so happy because it’s one of the few areas on social media that is 100% positive to begin with. It’s a zero strikes policy as far as negativity, or anything like that. And the discussions that are in there about body positivity and female empowerment just makes me incredibly proud.”

[Read: Craft a High-Value Offer to Grow Your Sales Average]

In addition to fostering online friendships, in-studio events bring the women together in person. The group is moderated by brand ambassadors, who are clients who share Couture Black’s mission of normalizing boudoir photography. The ambassadors also make themselves available for special behind-the-scenes shoots for marketing and campaigns. Peer support and women sharing their experiences in the group helps encourage women to take the leap to have a shoot done and helps encourage them to purchase wall art of their images. It is also a place for Couture Black to gather marketing data, helping them keep their product packages enticing with the products their customers are most passionate about. Black encourages anyone using social media for boudoir photography marketing to be very careful about what you post. When in doubt, don’t post it because there is nothing worse than not having access to your clientele due to an unfortunate Facebook ban.

Get more boudoir tips and learn more about Shawn Black’s businesses at Couture Black and the Association of International Boudoir Photographers.

The Portrait System Podcast helps portrait photographers navigate the world of photography, business, money, and much more. Hosted by Nikki Closser, the podcast is powered by The Portrait System, a comprehensive, online educational platform that teaches all aspects of running a successful portrait photography studio.