Staying Relevant in the Online World

 

[Fish market, Bergen, Norway] (LOC)

[Fish market, Bergen, Norway] (LOC) (Photo credit: The Library of Congress)

Note: This piece is opinion and you may or may not agree with the points raised.

 

Several genealogists have questioned the value of social media as a means of getting business for themselves. Does it work? Is it worthwhile to do constant social marketing? I answer, no, not really. Social marketing only turns us into social butterflies flitting from one thing to the next, searching for relevance. That doesn’t mean that with a little focus, we can’t be more effective in our own patches.

 

We all have our own niches where we are relevant and effective. Where are we most useful in the largest scheme of things? At home in our own patches. Where is your patch? It might be New England, the Pacific Northwest, the Deep South, or elsewhere. This answers the question of using social media effectively in one respect: locality.

 

Do we have always to go outside of our own patch to find clients and customers? No. The thing is, we need to focus on what we know and keep it up at a level and longevity that makes sense for us. The simple answer is that clients will come to us, looking for us; we don’t have to go to them anymore. That’s the value of the Internet. Push marketing is outdated. Pull marketing is the way things are now.

 

What attracts clients in the first place? Pull marketing. Pull marketing is the goodwill we generate in our own niche markets. Do you have an effective website? Do you focus on what you know in your area? Are these items present in your marketing online? Speaking of which, this is what social marketers (all of us, really) need to focus on, not plugging something from someone else; that’s giving away your time for no or little gain. Focus on your own gain, in your own market niche and you’ll be fine.

 

Does that mean that you can’t market outside of your niche market? No, but does the effectiveness of such marketing show? Not really; especially if there’s no response at all most of the time, which is what you’ll find when you do venture in that direction. It’s just less effective in the long-term and in the short-term a waste of time.

 

The majority of social marketing we do, plugging, liking, and linking to products is all that we can do. It’s socializing with others, seeking their approval and approving things we like. As far as I’m concerned, this sort of marketing is not business marketing, but marketing others’ products for them. It’s a time-consuming effort to constantly do such things and because of the low return on investment of your time, worthless.

 

Just focus on the who, what, where, when, and how of what you specialize in and you will be more effective in getting clients.

 

NPM

 

© 2012 N. P. Maling – Sea Genes Family History & Genealogy Research

 

 

 

English: A business ideally is continually see...

English: A business ideally is continually seeking feedback from customers: are the products helpful? are their needs being met? Constructive criticism helps marketers adjust offerings to meet customer needs. Source of diagram: here (see public domain declaration at top). Questions: write me at my Wikipedia talk page (Photo credit: Wikipedia)

 

Follow-on to Marian Pierre-Louis’ post

[Updated 17 September 2012]

This is a follow-on and a bit of a tangent from Marian Pierre-Louis’ post “Is It a Bad Time to Become a Professional Genealogist?

I commented on her post and I’d like to follow-up on a few points.

The first item is that there is no lack of good educational material available to the curious and new genealogists. The difficulty, though, is that it’s hard to find that information with a simple search on one of the search engines like Google. Commercial parties like Ancestry, Inc., it’s ‘subsidiaries,’ and other less-than-interested companies are hogging the visibility with their advertising.

I’ve practiced professional genealogy off and on for a several years. I advertised once in Everton’s now-gone magazine. I’ve had pages on ‘free’ sites like AccessGenealogy (which doesn’t provide space anymore). I’ve had my web sites. I have two blogs (the other one is mostly for technical writing and editing issues, though). I’ve also been a bookseller on sites like Amazon, eBay, and Biblio.

What I’ve learned from all of this is that getting the word out in an extremely noisy environment like the Internet is hard. Very hard.

Making a living as a practicing professional on a no-budget budget leaves little time for things like marketing and advertising (yes they are separate things). The things we work with as professional genealogists are what people are looking for. We have to share what we have with them to make our clientele aware of what we do, what we have done, and what we can do.

One example from my past efforts was to do some research in a small newspaper collection and post it online. It was a show piece. It was also the main attraction to my site. Unfortunately, it was also the only part of the site people looked at, most of the time. The work-around I came up with to make my own professional presence (my services) visible on those pages was to add references to it with the content. The reminders were sort of like those irritating little advertising boxes that search engines use.

The effort it took to make those little reminders, though, was more than the little attention it brought to the rest of the site, where my services were described. I crafted those pages, the entire site, by hand. It takes skill and effort to design and build a good web site, something most genealogists, let alone professional ones, don’t have time for.

The alternative, I think, now, is to mix the educational content in with the hard content (the newspaper extracts, for instance), and explain in detail, at the top of the page, above-the-fold, as it were, what the reader is getting. Also mixed in, of course, is the preferred citation format for the material, with you, the professional genealogist, as the source—with a link to the rest of your site, or your e-mail address. Below-the-fold, or after the reader presses the page-down button, is the content they were after. Personally, I’d not have any pictures or other graphical non-information at the top of the page, just the content as described.

The main thing here, though is to keep the content focused on the hard data the reader is looking for without overwhelming them with yourself. Judicious use of keywords in the content makes or breaks a searcher’s success in getting to your site. Overusing keywords or other content will just drive the search engine, and thus the potential client, away.

Another thing to try is adding links to sites like the APG’s, and the BCG’s, regardless of whether you are members of those groups. This shows that you care about what you do and have respect for quality work. It also raises those sites in the search engine rankings, benefiting professionalism in general. Using the Mills citation standard, and referring to that as what it is, also makes an educational point. (As an aside, the Ancestry citation format is awful, and shouldn’t be used.)

Making your presence known elsewhere also helps. Read other peoples’ sites, contact them, and see if they might mention your site. (They might or might not) Read blogs and comment on the posts. Most blogs have mechanisms to include your e-mail, blog, or website, address as part of your comment without you having to enter it manually in the comment. These links to your site raise your site’s visibility in the search engine rankings. The (educational?) comment benefits the other person and their readers, and the link to your site benefits you.

Raising quality genealogy awareness on the Internet is hard. It takes effort, not just your own, but others’. Do what you can, maybe using the ideas in this post, and hope others do the same. That’s all it takes.

NPM

© 2011 N. P. Maling – Sea Genes Family History & Genealogy Research