How do you market a generalist?

This is a problem I came across recently as a client who’s an artist explained that she wanted to grow her online presence. However, when I explained that we needed to present a consistent image of her work, she expressed concern.

“You see, I tend to change from one media to another, and explore anything that interests me at the time”, she explained. She isn’t one of those artists that has a particularly successful theme and moves to mass produce pieces.

This doesn’t make things easy, but during development we managed to draw together coherent themes in her work and present them as collections. But she’s certainly not saying “here you are, this is what I do”, she wants to keep her options open.

As she explained her position, it seemed strangely familiar. The fact is that I’ve always been that kind of generalist, and I’ve exactly the same misgivings about marketing myself, but this is where I’d start.

Pick and choose where you’re seen, and I’m not just referring to seedier side of the Web. Use services you’re comfortable with, you’ll express yourself more effectively: I don’t like the feel of Facebook, so I don’t use it, but I like Twitter.

Make sure all your online profiles tell a consistent story so that you’re not confusing potential customers. OK we’re generalists, so what story do you tell? Talk about what you can do, and why being a generalist makes you such a valuable asset without making rash promises.

On the techie side, I look at the way search engines like Google and Bing perceive websites with Webmaster tools and Google Analytics. Try checking the keywords their crawlers identify to see if they’re seeing what you expect, it can be quite instructive.

Finally, try a Vanity search by sticking your name or brand into Google. Look at the results and see if they correspond to the image you’d like the World to see. How many pages correctly, and flatteringly, apply to you will give you a clue to how much work you’re got left.

These are just a few ideas to get started, and they’re not guaranteed, but I’m testing them on myself, and then maybe Margarita.