I used to own a small photo business where we rented out studios and equipment. What really helped establish the brand in the community was to provide value and show up for the community. In return they showed up for us. So a lot of our social media content revolved around education and tying it back to the equipment. For example, here is a photo shot with our 35mm Sigma art 2.0 with (these) camera settings. This lens is great for landscapes, street photography, etc. We’d give posing tips, best practices when shooting at high noon. Educational stuff. I also started doing giveaways when people tagged us in the photos they took using our studios. We’d pick our favorite once a month and announce the winner on social media. People really responded to that well. Also talk about the benefit to them. What pain point are you solving? Shooting a wedding today and your camera isn’t turning on? Give us a call (I had that happen a couple times and they came in to rent equipment). Curious to try a new focal length? Try before you buy.