Penny Walters: Strategically Marketing Your Genealogy Business. Turning Your Passion into a Viable Business
Date/Time
18-Jun-2026
3:00 PM - 4:00 PM Eastern
3:00 PM - 4:00 PM Eastern
Event Registration
Event Type(s)
Public Event
Event Description
Building a successful genealogy business requires more than research expertise—it demands strategy, clarity, and a strong brand. This webinar explores how to assess readiness, define a niche, and position your services to stand out in a competitive market. Learn how to develop a practical business plan and apply proven marketing principles, including the 4Ps and AIDA, using both digital and in-person strategies. With attention to cultural awareness, international markets, and meaningful specialization, this session highlights how tailored services and consistent delivery build client trust. Gain practical tools to attract clients and support long-term, sustainable growth.
Details
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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