How to build a business that moves with you as a Military Spouse
6 marketing strategies that move with you through every PCS—and one that doesn’t.
Long before I became a milspouse, I was simply a girl with a camera working toward a dream. At first, I didn’t know what that dream was, other than leaving the corporate world. As my business grew, I realized it was autonomy to create: my own schedule, my own art, memories for families, and a life doing something I loved. But importantly, I wanted to build a business that could go wherever I was in the world.
My journey began in 2010, before Instagram and “brand identity” became what they are today. Since then, Instagram, social media, and marrying a Marine have all transformed my approach to entrepreneurship, evolving further with each overseas PCS.
On safari in Kenya, photo by Rachel Carter
Don't Rely on Social Media Alone
Instagram brought highs like 700,000 views on a Reel, as well as challenges from ever-changing algorithms. In reality, only 3–6% of followers on average see a post, which can take hours to create — a questionable return on investment. And real talk: is that viral Reel actually leading to new clients or business opportunities? Not always.
Instagram should be part of your business marketing strategy, but it shouldn’t be the only place you focus your efforts. Colleagues with a blue check mark and hundreds of thousands of followers have lost their accounts overnight. If Instagram is the only place you’ve built your business, what happens when you suddenly lose access to your account?
1.Use SEO to Make Your Business Discoverable
SEO helps your business gain visibility online. If you don’t know where to start with SEO, utilize AI tools and website plugins to optimize pages for the topics you want to rank for, but add your own voice. Register your business website with Google, and if you relocate overseas, use your permanent address back in the States. Google is where you can collect client reviews, and it rewards positive reviews with higher rankings. Don’t hesitate to ask happy clients to leave feedback.
My business, then called Erin Costa Photography and now Erin Henderson Media, spent several years on the first page of Google, organically ranking for “Wilmington Wedding Photographers” using these techniques. One tip that worked well? Change the image search terms you’re trying to rank for — naming a wedding photo “Best Wilmington Wedding Photographer,” for example.
2.Build an Email List You Own
An email list is something you own that Google or an algorithm can’t take away. This might be one of the most important things you can cultivate in your business: a direct line to clients who’ve chosen to sign up for what you have to share.
Whether it’s weekly or monthly, use your list to provide valuable insights that drive people back to your website, encourage a purchase, or inspire them to share it with a friend. An email list moves where you move — no additional work required.
3.Use Earned Media to Build Credibility
Military spouses excel at networking. Sharing favorite restaurants, great finds, and unforgettable trips is part of everyday conversation. That’s earned media when your business becomes what people talk about. Deliver unbeatable service or a unique solution, and your customers and friends become walking, talking referrals.
Earned media also includes online reviews, so keep that Google Business Profile active. Even a quick photo shared by a customer counts. Any publicity you don’t pay for is earned media — including that referral in the local Facebook group.
Serve your clients well, and you’ll reap the benefits.
Speaking at the Marine Corps Association Spouse Summit
4.Say Yes to Speaking Opportunities
Even small speaking engagements can have a big impact. Sign up to speak at spouse events, join a panel, or host a workshop. Sharpen your message and share your story. Each talk boosts your credibility, expertise, and confidence.
5.Get Your Business Into Publications
Nearly every business niche has industry publications. Find a fresh angle, pitch your story, and share your personal experience. Volunteer to write for blogs or local publications until you land paid gigs, ideally with a link back to your website.
I contributed to Rangefinder Magazine and my photo lab’s blog, and those contributions built credibility among industry peers and increased bookings from inquiring clients.
Today my travel website sees an average of 15,000 visitors a month — 2025 saw 259% growth in visitors over 2024 — thanks to SEO combined with backlinks from the publications I’ve contributed to.
6.Form Partnerships with other brands
Consider which products or services you use or work with daily. Could you partner with those brands or vendors for a marketing campaign? Collaborate with businesses or people outside your industry who reach an audience you’d like to reach. Strategic partnerships expand your range and introduce your business to new client bases.
The One Thing That Doesn't Move With You: Your Local Network
Your local network wherever you land can become one of your most powerful marketing tools. These are the people you meet at the gym, at church, in the school pickup line, through your kids’ activities, or simply through everyday life. They may never become your clients, but that doesn’t mean they can’t support your business. A friend who knows what you do can recommend you to someone looking for a photographer, share your business with a neighbor, or connect you with an opportunity you wouldn’t have found on your own. You may have to rebuild your network with every PCS, but the relationships you build can become some of your most valuable business assets
Putting It All Together
The key is to reinforce your expertise and make sure your brand gets noticed everywhere. The more your name appears online, the more momentum your business builds.
Once you find your rhythm, that momentum can be refined, adapted and repeated with every move.
This article was written for the Military Spouse Entrepreneurship Guide 2026, in partnership with AMSE. You can find this article and more here.
