Penny Walters: Strategically Marketing Your Genealogy Business. Turning Your Passion into a Viable Business

18-Jun-2026
3:00 PM - 4:00 PM Eastern

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Building a successful genealogy business requires more than skill with records; it calls for thoughtful planning, market awareness, and a clear brand identity. This session explores how to assess readiness and expertise, define a niche, and develop a practical business plan grounded in proven marketing principles such as the 4Ps and AIDA, while using both digital and in-person strategies to reach the right audience. With attention to cultural awareness, international markets, and meaningful specialization—from tailored research plans to DNA analysis—this program outlines realistic, sustainable steps for positioning a genealogy business for long-term success.

About the Presenter

Dr. Penny Walters has been a university lecturer for 35 years, currently teaching at Bath Spa University Business School, England. Penny's interest in genealogy started after having her first baby and then wondering about her own biological parents, as she was adopted. Penny has six mixed race children, who have all enjoyed discovering their roots through DNA ethnicity results. Penny lectures internationally in-person, including throughout America, Australia, Ireland, and the UK. Penny has authored the books: Ethical Dilemmas in Genealogy (2019) and The Psychology of Searching
(2020), available on Amazon in paperback or on kindle. www.searchmypast.co.uk
 

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18-Jun-2026

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