Apple Crushed Their Ads So They Learned SEO and Hit $10M ARR
Apr 16, 2025
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Jennifer Tsay and Jennifer Yeh, co-founders of Shoott, share their journey from startup struggles to hitting $10 million in annual revenue. They discuss the challenges posed by iOS 14.5 that skyrocketed their ad costs and how they pivoted to master SEO and diversified marketing strategies. Their innovative approach to democratizing professional photography and supporting gig photographers is inspiring. They also emphasize the importance of AI, referral programs, and financial guidance in scaling their business. Get ready for a deep dive into entrepreneurial resilience!
After overcoming significant setbacks, the founders of Shoott adapted their marketing strategies and achieved $10 million in annual revenue.
The unique business model of Shoott disrupts traditional photography by allowing clients to pay only for the photos they choose to keep.
Shoott's effective use of SEO and personalized email marketing has played a crucial role in driving bookings and customer loyalty.
Deep dives
Introduction to Shoot's Business Model
Shoot is a professional photography marketplace offering free 30-minute photo shoots, where clients only pay for the photos they choose to keep. The founders, Jennifer Tsai and Jennifer Yeh, aim to democratize access to professional photography by eliminating upfront costs associated with hiring photographers. The unique structure allows photographers to meet multiple clients in one location, making it more efficient and cost-effective. This model addresses the challenges faced by gig photographers and allows clients the luxury of choosing photos that genuinely reflect their personalities.
Initial Growth and Target Demographics
Shoot began to gain traction by initially trying to reach influencers in New York City, given the rise of social media in 2018. However, the founders realized that their target audience shifted as they expanded into areas like Hoboken, which attracted more young families. This pivot resulted in a sudden increase in demand, with a notable day having over 45 booked sessions. Understanding their true demographic helped them refine their marketing approach and scale effectively from $800,000 to their eventual $10.2 million in revenue.
Adapting to Challenges and COVID-19 Growth
The pandemic provided a significant opportunity for Shoot, positioning them as one of the few outdoor, socially distanced activities available at the time. This led to an exponential increase in bookings, alongside lower competition in advertising. The founders learned to adapt their hiring processes for photographers to be remote-friendly, which contributed to their rapid growth into over 60 cities across the United States. These strategic adjustments allowed them to maintain and capitalize on the sudden surge in demand.
Innovative Marketing Strategies
The marketing tactics employed by Shoot include a unique approach called 'compact keywords' for search engine optimization, which focuses on creating specific pages that target high-intent buyers. This strategy enables them to rank better on Google by catering to searchers actively looking for their services. Additionally, they utilize performance metrics to continually test and adjust their approach, leveraging insights from their data to optimize ad campaigns more effectively. Their adaptability in marketing has been a key factor in sustaining growth in a competitive digital landscape.
Partnerships and Technology Integration
Shoot has integrated partnerships with companies like Dreamwave to enhance their offerings, including AI-based headshots while maintaining their primary focus on providing authentic, professional photography. This collaboration allows them to cater to both individual consumers seeking genuine images and professionals needing quick solutions for headshots. By staying informed about technological developments in their industry, shoot positions itself advantageously to respond to market trends that may impact their services. They focus on maintaining quality while innovating to meet diverse customer needs.
Effective Email and Community Engagement
Email marketing plays a crucial role in Shoot's outreach strategy, with regular communication driving bookings and customer loyalty. The founders prioritize personalization, using data-driven approaches to create custom email journeys tailored to clients based on their interactions with the brand. This includes follow-ups after sessions, targeting past customers for new opportunities, and leveraging community feedback gathered through social media. Through these practices, Shoot fosters a sense of community and encourages word-of-mouth referrals, proving essential for growth.
E651: After 7 years building their business, they just hit $10 million annual revenue and $1 million net income. Most founders would’ve quit long before - but they stuck with it.
One of their biggest setbacks: iOS 14.5 took their cost per acquisition from $20 to $200.
As a result, they taught themselves real marketing.
Programmatic SEO, conventional SEO, email marketing, remarking, public relations, conversion rate optimization, and much better Meta ads and Search Engine Marketing.
Still testing new marketing ideas and hoping to double the business in the next year.
This is their playbook after constant testing and a lot of success.
⭐️ About Shoott (https://shoott.com): the AAPI female-run, NYC-based startup Shoott provides “Insta-worthy” mini photo sessions with talented local photographers where the sessions are free to book and clients only pay for the photos they love! A 4.9-star rated experience on Google, Shoott's mission is to democratize access to professional portrait photography by disrupting the traditional business model for freelance photographers. Shoott's business model works because they aggregate demand at specific locations, which allows them to pass along the benefit to both clients and photographers. Shoott is proud to offer their photographers a minimum pay guarantee per shooting hour, flexible scheduling, tips and regular paychecks.
💎 Compact Keywords - My SEO Course - Get paying customers through SEO - Clear step-by-step video breakdowns - SEO templates to be copied and adapted for your products and services: https://compactkeywords.com/
00:00 Introduction and Revenue Milestone 00:44 The Business Model of Shoots 02:34 Early Challenges and Market Validation 03:33 Impact of AI on Photography Business 07:12 Scaling Up: From 800K to 10.2 Million 09:18 Navigating the Pandemic and Remote Hiring 12:58 Marketing Strategies and Facebook Ads 18:05 Experimenting with Different Advertising Channels 21:24 Customer Reviews 24:58 The Free Photo Shoot Hook 27:32 Building a Scalable Booking System 32:15 SEO and Local Marketing Tactics 45:06 SEO Interlinking Strategy Discussion 47:43 Backlink Strategies 48:03 Press and Media Features 48:45 Share Features and User Engagement 50:10 Affiliate Programs and Partnerships 58:15 Impact of iOS 14.5 on Business 59:15 Navigating Financial Challenges 01:00:51 Finding the Right Marketing Agency 01:02:24 Building Custom Data Trackers 01:03:20 Feedback and Adaptability 01:07:10 Founding Story and Early Challenges 01:15:16 Email Marketing Strategies 01:21:20 Final Thoughts and Advice for Entrepreneurs
