I spoke recently to a fellow library marketer who faced a frustrating problem. His library does not have an email marketing strategy and he believes there are no plans to adopt one. He knows I’m a fan of email marketing. And he was wondering if I had any library marketing ideas that are as effective as emails.
In my opinion, nothing works as well as a great email marketing strategy. But there are four tactics that will give you better results than the traditional poster-flier-press release marketing strategy. I use these in addition to emails and they are effective.
Market to your social audience. You’ve likely built an audience on platforms like Facebook and Twitter. And you’re probably already using organic messages with a strategy. But in place of an email marketing initiative, you can take it a step further in social, particularly on Facebook. For as little as $20, you can create a target audience and promote posts in a specific way. I’m a huge fan of promoted posts because they’re so cheap, they get your message in front of the right audience, and they end up giving your organic posts a boost as well. You can also do a Facebook live! For 15 minutes, offer to answer any question your audience has using the comments function. When questions aren’t coming in, fill the time by talking about your collection, your services, and any big events coming up. When you do a Facebook live, all of your followers get a notification as soon as you start broadcasting. It sounds silly but that notification is really compelling–people will click on your live just to see what you are doing! Do a Facebook live on a consistent basis–at the same time every week–and you’ll build expectation in your audience like must-see TV!
Speak at events in your community. Approach civic and community groups in your area and offer to do a ten minute talk to highlight the services and collection items. Ask schools to let your librarians come in to talk about summer reading or other child-focused events. Demonstrate how to use your digital services, databases, or genealogical archives to groups. Make sure your talks target your audience. Take questions. And create a simple handout for attendees listing your website and recapping the things you’ve discussed.
Write columns in your community newspaper or blog. Many publications will be grateful for the offer of free content and your message will get in front of a new audience. Again, try to target your column to the particular audience or community the publication serves.
Start a podcast. The barrier to entry for podcasting has never been easier. I won’t go through all the steps for actually recording, uploading, and distributing the podcast. Instead, I have bookmarked this great guide that lays out how to do everything. Once you’ve got all your technical ducks in a row, the easy part starts. Libraries already have a niche subject and audience! I would suggest making your podcast less than 20 minutes long, the average commute time for most people. You can have a host do all the talking, but it’s more interesting if you have guests. Talk about the collection. Talk about upcoming classes and events. Talk about literary news. Interview authors! Podcasts are great marketing tools because they feel personal to the listener–for 20 minutes, you are talking directly into their ear. You have their full attention. You can’t get that with any other marketing tool!
Do you have other ideas for marketing without emails? Leave a message and your Twitter handle in the comments and I’ll post it on Twitter.
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