Every successful tattoo artist started with zero clients. Building a loyal client base takes time, but with the right approach, you can accelerate your growth and establish a sustainable business.
Start With Your Portfolio
Your portfolio is your most powerful marketing tool. Before anything else, focus on building a strong body of work.
Tips for Building Your Portfolio
- Photograph everything well: Good lighting, clean backgrounds, healed photos
- Show your range: Different styles, sizes, and placements
- Quality over quantity: 20 great pieces beats 100 mediocre ones
- Keep it updated: Remove older work as you improve
Leverage Social Media
Instagram remains the primary platform for tattoo artists, but don’t ignore others.
Instagram Strategy
- Post consistently (3-5 times per week minimum)
- Use relevant hashtags (location + style + subject)
- Show your process, not just finished work
- Engage with your local tattoo community
- Use Stories for day-to-day content
Other Platforms
- TikTok for process videos and younger audiences
- Pinterest for design inspiration traffic
- Google Business Profile for local search visibility
Word of Mouth
Nothing beats client referrals. Every client you tattoo is a walking advertisement for your work.
How to Encourage Referrals
- Do exceptional work (obviously)
- Provide great aftercare instructions
- Follow up after healing
- Make it easy to book again
- Consider a referral incentive programme
Networking
The tattoo community is surprisingly supportive. Build relationships with:
- Other artists in your area
- Studio owners
- Tattoo suppliers
- Artists whose work you admire
Make Booking Easy
You’d be surprised how many potential clients you lose because booking is difficult. Ensure:
- Your contact info is easy to find
- You respond quickly to enquiries
- Online booking is available 24/7
- Your availability is clearly shown
Specialise
While versatility is valuable, becoming known for something specific helps you stand out:
- A particular style (traditional, blackwork, realism, etc.)
- Subject matter expertise (florals, animals, geometric)
- Size specialty (micro tattoos, large scale pieces)
Be Patient
Building a solid client base takes 2-3 years of consistent effort. Don’t get discouraged by slow periods. Focus on:
- Improving your craft
- Treating every client exceptionally well
- Staying consistent with marketing
- Building genuine relationships
Conclusion
Success in tattooing isn’t just about artistic skill - it’s about business fundamentals. Keep improving, keep showing up, and the clients will come. Every established artist you admire went through the same journey.
