189: Why I’m Pivoting to Serve Family Photographers as Their Fractional CMO

Why I’m Pivoting to Serve Family Photographers as Their Fractional CMO

After a short pause from the Systems and Workflow Magic Podcast, I’m back—with a renewed sense of purpose, fresh clarity, and an even deeper commitment to the people I serve.

Over the past few months, I’ve taken intentional time away from producing new podcast episodes. But I never fully disappeared; I was still showing up weekly with replays of past episodes that offered timeless systems and workflow advice. I just knew I needed margin. I needed space to breathe, reflect, and…most importantly: listen.

I listened to God.
I listened to the direction of my business.
And I listened to the actual people I’m here to help.

And what came out of that intentional pause? A total realignment of my role in the online business space and the birth of something I’m so excited to share.

Let me bring you behind the scenes.

To listen to this podcast episode, click below ⬇️ (or scroll down to read the blog post):

 

A Look Back: When Things Felt Misaligned

At the end of last year, I felt… stuck.

I still loved what I was doing. I was still showing up for my 1:1 launch clients. Still photographing families in Nashville. Still recording podcast episodes and teaching all things systems and workflows. But deep down, something felt off.

People were coming for the free education, but I wasn’t seeing the traction or conversions I hoped for. The education side of my business felt foggy, and I wasn’t connecting with my audience in a meaningful way.

So I did what any systems and strategy-loving business owner would do:
I booked a strategy session with someone I trusted: my mentor and friend, Ashlyn Carter.

I laid everything out: what was working, what wasn’t, what I felt called to do, and what I loved most. That’s when Ashlyn gave me the tough love I needed to hear:

“Dolly, you’re trying to build two businesses at once. No wonder it feels like you’re spinning your wheels.”

She was right. I had been running full speed in two directions:

1. I’m a full-time Nashville-based family photographer

2. I’m a systems and workflows educator + launch strategist for small business owners

But what Ashlyn helped me realize was this: I’ve actually been acting as a Fractional CMO, especially for family photographers. And I just hadn’t put a name to it yet.

The “Click Moment”: Embracing My New Role

As soon as she said it, something clicked.

I’ve walked side by side with clients during their launches. I’ve built strategic timelines and pre-launch roadmaps. I’ve created marketing systems, implemented automations, and provided launch support every step of the way.

And you know what? I loved it.

So instead of trying to juggle two different identities, I finally embraced the truth:
I am a Fractional CMO for family photographers.

And that clarity opened up so many doors: starting with a new direction for my podcast, my offers, and my community.

The Power of Community & Support

Earlier this year, I met with two trusted business friends, Mara and Bekah, during a mastermind. I shared how I felt like I was hitting the reset button (again), and they gently reminded me that evolving as a business owner is a good thing. That I wasn’t resetting: I was refining.

Those conversations sparked the idea for the Family Photographer Systems and Workflow Summit, which I hosted in March. Over 400 family photographers signed up, confirming what I already knew: family photographers want and need help with their back-end.

That event showed me the path forward.

I also have to give a shoutout to two of my Nashville-based friends and encouragers, Rebecca Rice and Grace Paul. They’ve been alongside me in this journey—cheering me on, praying with me, and reminding me to keep going.

It was with their support that I finally launched something I’d been dreaming about…

Introducing: The Family Photographer’s Marketing Society

One of the biggest pain points I kept hearing from family photographers?
“I just wish someone would tell me what to post and when to post it.”

So I created a solution:
A low-cost membership designed specifically for family photographers who want to stay visible, without the stress of figuring it all out alone.

Inside the Family Photographer’s Marketing Society, I send weekly PDF marketing plans straight to your inbox. These aren’t trendy tactics or Instagram hacks. These are sustainable, repeatable plans based on systems and strategy.

Plans that help you promote your sessions, show up with confidence, and book the right clients, without spending hours wondering what to say.

When I launched this membership, I hoped 10 people would join. But over 40 photographers signed up immediately.

That response reminded me: this is so needed.

What You Can Expect Moving Forward

The podcast is back. The mission is even clearer. And here’s what you’ll hear moving forward:

• Weekly episodes about systems, workflows, automation, and SOPs

• Expert guests sharing launch strategies and backend solutions to impact the operations of your own business

• Conversations tailored to two groups:

  1. Family photographers who want to clean up the backend of their business

  2. Small business owners launching digital products or offers

I’m still your Systems and Workflow BFF & Guide.
But now, I’m also proudly stepping into the role of your Fractional CMO for Family Photographers.

Ready for Simpler, More Strategic Marketing?

If you’re a family photographer who’s tired of feeling behind on your marketing, the Family Photographer’s Marketing Society is here to help.

Inside, you’ll get:

• Weekly PDF marketing plans

• Clear posting strategies tailored to family photographers

• Consistent systems to stay visible and confidently market your sessions on Instagram AND Via Email Marketing!

Join today at: https://systemsandworkflowmagic.com/the-family-photographers-marketing-society

Or if you want a little preview of the Marketing Society, check out this FREE Resource first ⬇️

Up Next: A Special Black Friday Podcast Series

To celebrate the return of the podcast, I’m kicking off a new series next week, all about Black Friday launching, so whether you’re promoting gift cards, digital offers, or services. Each episode will guide you through what to prepare, when to start, and how to actually launch without the stress.

Be sure to hit “follow” so you don’t miss it.

And until next time…Have a streamlined and magical week.

Connect With Dolly

• Website: https://systemsandworkflowmagic.com/home
• IG: https://www.instagram.com/dollydelongeducation/
• YouTube: https://www.youtube.com/@dollydelong
• Pinterest: https://www.pinterest.com/systemsandworkflowmagic/
• The Systems & Workflow Magic Podcast: https://www.systemsandworkflowmagic.com/podcast
• Want Dolly to help you plan out your launch? Click here

 

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Read The Show Transcript Here:

Dolly:

Hey, hey friend—and welcome back to a brand new episode of the Systems and Workflow Magic Podcast.

It’s been a little while, hasn’t it?

If you’ve been a longtime listener, you’ve probably noticed I’ve taken a short break from releasing new episodes over the past few months. But I didn’t disappear completely—I’ve still been showing up each week with helpful replays of past episodes that are still relevant, still actionable, and still rooted in helping you build better systems and workflows.

But I knew I needed some margin.

Not because I was done podcasting. Actually, I still love podcasting, and I take pride in showing up consistently.

But I was moving a million miles a minute in life and business—and I needed to step back, catch my breath, and just listen.

Listen to God.
Listen to the direction of my business.
And listen to the people I’m actually serving.

So, I want to take today’s episode to share a little behind the scenes of what’s been happening and where this podcast—and my business—is heading.

Let’s rewind to the end of last year.

I felt stuck.

I still loved what I was doing—teaching systems, workflows, and launch strategy—but I also felt like I was talking to everyone and connecting with no one. I wasn’t seeing traction in the way I hoped. People were coming for all the free tips, but I wasn’t seeing the growth or the conversions that made the work feel sustainable.

Yes, I was still working with one-on-one launch clients.
Yes, I was still growing my family photography business here in Nashville.

But the education side of my business felt like a fog. I knew something needed to shift.

So I reached out to my business mentor and friend, Ashlyn Carter, and booked a one-time strategy session with her. I shared everything—what was working, what wasn’t, what I loved, and what I felt unsure about.

And she gave me some tough love.

She said, “Dolly, you’re trying to build two businesses at once. No wonder it feels like you’re spinning your wheels.”

That hit me hard—but in the best way.

She helped me see that I’ve been doing two big things for years:

One, I’m a full-time Nashville-based family photographer—and I love it. I love serving families and capturing meaningful moments. It’s a huge part of my life and my business.

Two, I’m also an educator. I help small business owners clean up their backend, create better workflows, build systems, and launch with confidence. I’ve walked side by side with business owners during launches, created strategies for their pre-launch runway, and helped them execute it all.

Ashlyn looked at me and said, “You’ve basically been acting as a Fractional CMO.”

And something clicked.

I realized—this is what I love.
This is what I’m good at.
And this is the bridge I’ve been looking for.

She encouraged me to lean into that role—not just as a systems educator—but as a Fractional CMO for family photographers.

Because here’s the thing…

I am a family photographer. I know what it’s like to do everything alone.
I know how hard it is to stay visible when you’re also editing, emailing, scheduling, and trying to stay sane.

And most of all—I know that having a system for marketing can change everything.

So I took that advice and started to make small, steady pivots.

I also met with two incredible business friends, Mara and Bekah, earlier this year during a mastermind. I shared how I was feeling stuck—like I was hitting the reset button again.

And they reminded me that as a business owner, you’re always evolving.

That conversation led to the idea for the Family Photographer Systems and Workflow Summit I hosted in March. And friend—over 400 photographers signed up for that event.

It was such a clear confirmation that family photographers need help with their backend systems, with their workflows, with their marketing rhythms—and I knew I was on the right track.

I also want to give a shoutout to two of my dear Nashville-based business friends, Rebecca Rice and Grace Paul. We’ve met every other month at Chewy’s here in town—just talking life, faith, and business.

They’ve walked this journey with me. And they’ve consistently encouraged me to step fully into this new role. They reminded me, “Dolly, you already do this—for yourself and for your clients. You just need to share it with more people.”

So, I finally did.

And that’s how the Family Photographer’s Marketing Society was born.

This is my marketing membership designed specifically for family photographers.

Every single week, I send a PDF marketing plan directly to your inbox. These plans help you know what to post, how to promote your sessions, and how to stay consistent—without the overwhelm.

There’s no fluff.
No trendy tactics.
Just proven, sustainable strategy.

Plans rooted in systems. Plans built to help you stay visible and book more of the right clients.

When I launched this membership, I hoped for 10 members. I was just praying for a small start.
But instead, over 40 photographers joined right away.

And that response was such a reminder that this is needed.

So moving forward, here’s what you can expect from this podcast:

You’ll still get weekly episodes about systems, workflows, automation, and SOPs.

You’ll still hear from expert guests and learn from behind-the-scenes launch breakdowns.

But now, I’m speaking to two very specific groups:

First, family photographers who want help with the backend of their business—whether that’s systems, workflows, or marketing consistency.

Second, small business owners who are launching digital offers and want clear, actionable launch strategy.

So yes, I’m still your Systems and Workflow BFF and Guide.

But now, I’m also proudly stepping into my role as your Fractional CMO for Family Photographers.

And friend, if you’re a family photographer and you’re tired of guessing at your marketing every week—if you wish someone would just tell you what to do and when to do it, I want to invite you to join me inside the Family Photographer’s Marketing Society.

Inside, you’ll receive weekly marketing plans designed specifically for family photographers.

Plans that take your goals, your sessions, and your audience into account—so you can market with clarity and confidence.

You can join today by heading to systemsandworkflowmagic.com/marketing-society.
That’s systemsandworkflowmagic.com/marketing-society.

I’d love to support you inside.

And before I go, I want to invite you to tune in next week for a brand-new podcast series all about Black Friday launching.

Whether you’re a family photographer with gift cards to promote, or a business owner with a digital product you want to launch—this series will walk you through what to prep, when to start, and how to execute a launch that actually feels doable.

So go ahead and hit “follow” on the podcast so you don’t miss a thing.

And until next time…

Have a streamlined and magical week.