Business owners often struggle with marketing strategies and budgets. At this year’s RootsTech Innovator’s Summit, three leading genealogy entrepreneurs gave insights into today’s marketing climate that may make it easier and less expensive.
Lisa Louise Cooke, international speaker, author and founder of the genealogy multi-media company Genealogy Gems. Allison Dolan, Publisher of Family Tree Magazine, the #1 genealogy magazine in the U.S. And Jenna Mills, Founder and Administrator of the Genealogists Marketing Sourcebook Facebook group, and author of the Desperately Seeking Surnames blog suggested ways to develop Do It Yourself (DIY) marketing.
They encouraged using social media—blogs, Facebook, Twitter, YouTube--to develop a strong audience base. They explained the importance of adding a subscription element such as a newsletter or special event that generates an email list in case the platform algorithm you're using is changed or fails.
“Stick to the idea in this old saying, ‘Don’t build on rented land.’ You want to know your own clients and recognize their needs,” Mills told the group.
Cooke said to keep in mind that a newsletter should not be the primary marketing vehicle, but rather an extension of your main product.
Dolan explained that many of the same tools and channels to build an audience base are used for content marketing. Defined as valuable, relevant content that attracts and converts customers, content marketing uses email newsletters, blogs, videos, webinars free downloads, and social media campaigns/discussion threads and “freemiums.”
“Showing what you can give builds trust with your customers. Don't worry about giving too much away. You always get more back, “Dolan said.
Finally, “test, test, test,” the panel encouraged.
The only way to know if a marketing strategy is working is to measure marketing results. There are several websites that provide accurate analysis to lead to best practices.
This article is a recap of a RootsTech 2016 Innovator Summit presentation.
