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You’re Doing Marketing Wrong: Why Targeted Emails Make Your Cardholders Happy

Target

I’m going to make a statement. You can agree or disagree. But if there is one thing that I know about marketing a library, it’s this:

If your library is not sending regular, targeted email messages to your cardholders, you are doing marketing wrong.

This isn’t just my personal belief–it is a method which has worked with impressive results at my library. It wasn’t an easy process. It took us a good year to get into the groove. We made a lot of mistakes in the beginning. But we found our niche in collection marketing–sending regular emails with links to new materials in our catalog that are of interest to our cardholders, based on their way they use their card. This method increased circulation. It helped us maintain visits to our physical branches. We even used these emails to convince occasional and inactive cardholders to start using the library again.

We’re not perfect at it, by any means. We’re still experimenting. But what I can tell you after a year of emailing and tracking email results is this: it works.

It pains me to see so many libraries shying away from email marketing. I know there’s a long-standing fear among libraries that cardholders will view library emails as spam. Many libraries worry that cardholders will resent getting emails from the library, will unsubscribe, and stop using the library in protest. It’s simply not true. Our unsubscribe rate is near 0 percent. You read that correctly. Zero percent. Last month (March 2016), we had an average open rate of 32 percent and an average click-thru rate of five percent. Our cardholders want to hear from us and when we get it right, they are engaged with our collection and with our locations.

There are three big fears keeping libraries from gaining cardholders, visits, and circulation through targeted email message.

Libraries are worried about asking cardholders for their email addresses. Your cardholders won’t be put out by the request. The average consumer is accustomed to giving out their email address in exchange for marketing messages targeted specifically to them. I did this when I went shopping at Yankee Candle a couple of years ago and now I buy candles several times a year because I get messages based on the kind of fragrances I purchase and the sales I like to shop. It’s convenient for me and it’s beneficial to Yankee Candle, I’m sure! The same thing happened with my local grocery store–I signed up for their rewards system and regularly get emails for deals based on items I purchase. I expect to be marketed to–so do your cardholders.

Libraries worry that segmenting cardholders into clusters is an invasion of privacy.  There are software systems which allow you to segment cardholders without actually seeing what they’re checking out. At my library, we are only able to see that a customer checked out an eBook from Overdrive or borrowed a song from Hoopla… we can’t actually see the title of either checkout. I admit that seeing the title would be nice and would help us to target our cardholders even more effectively. Think about the marketing potential you’d have if you knew that a particular person checked out a dozen cookbooks every time the holidays rolled around… or that they are a mega-fan of Stephen King! In any case, I can’t see the titles and therefore, I cannot breach the privacy of any of my cardholders.

Libraries worry that by sending targeted messages to segmented audiences, they will miss out on the chance to get their message to all their cardholders. Many libraries are sending the same message to every cardholder, sometimes hundreds of thousands of people in one burst. It feels like the natural thing to do. “Everyone needs to know about this!” The problem with that approach is that your cardholders are individuals. One message never fits them all. This is particularly true if your service area covers a range of incomes and demographics. The needs and interests of your cardholders vary greatly. By targeting your message, you are more likely to say something that matters significantly to your cardholders, which makes them more likely to take an action, which makes it more likely that your email will be successful. Some of my most successful marketing emails were sent to less than 2000 cardholders.

In addition to cardholder usage, most email software systems will allow you to target emails by location. We did this for a recent branch anniversary celebration, sending notice of the party only to people who had listed that branch library as their home location–which amounted to 14,000 cardholders or 2.3 percent of the total number of cardholders in our system. The branch manager thought 250 people might show up for the celebration. She was surprised when 400 eager cardholders came to the party! That’s success, my friends.

Do not let your fears about email set you up for failure. Your cardholders want to hear from you. There are not very many industries who can say that their customers are begging to be marketed to… let’s take advantage of it and give the people what they want!

 

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button on the bottom left-hand corner of the page. Connect with me on Twitter and Snapchat–it’s where I talk about library marketing! I’m @Webmastergirl. I’m also on LinkedIn, Slideshare,  Instagram and Pinterest. Views in this post are my own and do not represent those of my employer.

 

The New Guide to Library Marketing Social Media for 2020! Part Three: How to Make LinkedIn and Pinterest Work as Your Secret Weapons

This is the third in a series of posts with tips for making social media work for your library in 2020. Visit this page to read the first installment, which will help you set up your strategy and give you a framework for creating a workflow on any platform. And visit this page to read the second installment with lots of tips about how to get the best results out of Facebook and Instagram.

LinkedIn could be your secret weapon.

There are a lot of reasons why libraries should be using LinkedIn for marketing. In a report released by the platform’s owner Microsoft, the company reported that engagement grew 24 percent in the third quarter of 2019. That’s huge.

LinkedIn is a great place for libraries to post content because competition for attention on the platform is small. Most libraries, educational institutions, and government agencies only post job openings on their LinkedIn page. But the platform is the number one choice for content among professionals. If you start posting today, you can grow your followers, create brand awareness, tailor targeted messages, and connect with cardholders without much competition from anyone else.

It’s also a largely positive place. There’s no toxic talk. Users comment in courteous and supportive way. I’m on LinkedIn several times a day and there are zero trolls.

LinkedIn also has a unique analytics tool. Unlike other platforms that give you limited demographic data on your followers, LinkedIn will tell you their industry and seniority level. You can even see their company size.

Their analytics also tells you how many people click on your links. And there is a new feature, just released in the past week, that lets you notify all the employees of your library on LinkedIn that you’ve posted an update. This is a gentle nudge to staff to share your LinkedIn content with their followers.

Plus, if you’re having trouble coming up with ideas for LinkedIn content, the platform will actually give you suggestions based on the makeup of your followers! That’s available in the analytics tool.

My library posts at least once a day during the week (Monday-Friday) on LinkedIn. We share a variety of content from our own events and collection as well as curated content from other sources.

Unlike other platforms, our promotions do well on LinkedIn because the platform is hungry for content and the audience is right.

Promote more than jobs on LinkedIn.

Here are some of the post types that are working well for libraries on LinkedIn.

Share collection items, services, and events that focus on self-help, career advancement, personal wellness, diversity, literacy, architecture, and entrepreneurship.

Post original articles by thought leaders at your library and partner organizations.

Profile library staff and give your followers an inside look at what it’s like to work in a library. My library likes to ask the highlighted worker what their favorite Library service or collection item is and then link to it. It gives us a chance to promote something with the added gravitas of a recommendation from staff.

Search trending articles about libraries and related industries. Pick your favorite, add a few lines that talk about how the topic affects your community or library, and re-share the article.

Upload your videos to LinkedIn natively. Like Facebook, LinkedIn wants you to upload your produced videos to their site rather than share a YouTube or website link. Their followers also love live video, so if you have the opportunity to do so, try a live reader recommendation session, a live storytime, or craft session, or an interview with an upcoming program presenter.

This is an important point: your LinkedIn content should not be a replication of posts on other platforms but a unique space for your cardholders to get information about you!

Pinterest is the best way to market your collection on social media.

My library gets a tremendous benefit using Pinterest as a promotional tool for the collection. We mostly share new books to our collection and content related to STEM programming.

With this strategy, our library’s following on Pinterest has grown by 400 percent since we first started using the platform in 2013. On average each month, Pinterest drives between 20 and 60 percent of the traffic we get to our catalog.

Pin new books from your collection. Every. Single. Day.

Pinterest users love to find out about new books and libraries are perfectly positioned to give that information. That’s because Pinterest is sort of a mash-up between a search engine and a social media platform. People go to Pinterest to find ideas and information on specific topics including books!

Every day at my library, we go through the new arrivals feed on our website and find the books that already have a holds lists. We believe that’s a sign that there is a demand for that books. We Pin those in-demand books onto our New Books board.

One note: make sure the images you Pin are as big as possible. If you have Overdrive, you can use their website to find large covers images for most books. The bigger the cover, the more successful the Pin will be.

Audit your current boards and optimize for search.

Pinterest is a search engine and it works on an algorithm, like most social media platforms. So, you’ll want to make sure all your Pins and boards are optimized for search so users can find you.

Clever board names are fun, but they hurt you in your Pinterest search rankings. Change your board names to more closely match keywords that book lovers and readers might search. My library’s boards have boring names like “Book Lists,” “Popular Books,” “Music,” and “Educational Activities for Kids.”

Check the description of each board to make sure there are searchable keywords. In the early days, my library used literary quotes related to the board topic as our board description. And while that’s clever, it doesn’t help people to find us. We changed our board descriptions to be more searchable and saw our traffic flow increase.

Use the “sections” option on boards to make your Pins easier to find.

You can create genres for boards (fiction, nonfiction, memoirs, cookbooks, etc.) which will help Pins get found and users find what they want more easily. And those sections also serve as keywords, which help users find your content.

Use hashtags.

Hashtags are a very big part of Pinterest marketing for 2020 and most brands aren’t using them yet. That means this is an opportunity for your library to get ahead and get more traffic, because competition is small.

Just like Twitter and Instagram, Pinterest will use your hashtags to suss out the details of your Pin and determine who sees it in their algorithm. On Pinterest, the general rule is to use between two and five hashtags and to be as specific as possible. #Cozyholidaymystery is better than #mystery when describing a genre. You should also hashtag the title of the book and the author.

Audit your Pinterest boards routinely.

Make it a habit to schedule an audit of your Pinterest boards every six months. Delete any Pins with dead links. Replace the URL’s of the remaining Pins to drive traffic to your website, when applicable.

For example, if you have re-pinned a book from someone else’s feed, replace the URL with a link to the book in your collection, so that anyone interested in the book can place a hold from your Pin.

For each Pin, re-think the description section and make sure you are using keywords to make sure your Pins are seen by the right users.

Eliminate Pins and boards that aren’t driving traffic.

Pinterest does penalize users who have Pins and boards that aren’t shared. They want to reward “popular” Pins and boards. So, you’ll need to do some weeding.

We’ve been doing this for two years at my library.  I like to do this at the end of my workday, when my brain is dead. If a Pin has gotten less than five shares or repins, I delete it. Traffic to our website from Pinterest increases and our remaining Pins are getting more traffic.

When I presented this at #LMCC19, there were some in the audience who disagreed with me on this point. I wanted to share some articles from other social media marketers who also delete Pins and have seen the same results I do.

9 Reasons You Should Be Deleting Your Pins

How Deleting Pins on Pinterest Doubles My Repins

And I wouldn’t ever share advice with you that I hadn’t tried myself first. When my library deletes Pins that are not driving traffic, engagement rises.

There is no downside to deleting “unpopular” Pins.

Check the Upcoming Events page for a list of webinars and conferences where I’ll be next. Let’s connect! Plus, subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button in the bottom left-hand corner of the page. Connect with me on YouTube, Twitter, Instagram, and LinkedIn.  

The New Guide to Library Marketing Social Media for 2020! Part Two: What to Do About Instagram and Facebook

This is the second in a series of posts with tips for making social media work for your library in 2020. Visit this page to read the first installment, which will help you set up your strategy and give you tips for dealing with your workflow on any platform.

The Facebook algorithm rules them all.

It used to be that, on all social media platforms, posts would appear in a user’s feed in chronological order. Those days are long gone. Now platforms use an algorithm to determine what posts your users will see. And that has a lot of consequences for libraries.

Facebook leads the pack in algorithm changes. When Facebook adjusts its feed, all the other platforms follow suit. And Facebook owns Instagram, so that’s usually the first platform to re-adjust its algorithm after Facebook makes a successful change.

That’s why my advice for library marketers is to watch what Facebook is doing closely. Keeping tabs on Facebook will help you predict changes to the other platforms.

In 2018, Facebook changed its algorithm to emphasize what it calls “meaningful interactions.” This change was made as a way to deal with the fake news epidemic on the platform. I heard Sheryl Sandberg, COO of Facebook, explain the thought process behind this algorithm change in a fascinating interview with Katie Couric. Read this article about that interview–it was pretty intense.

Here’s what to avoid if you want good reach on Facebook.

Spam: Spam involves contacting people with unwanted content or requests. This includes sending bulk messages to followers.

Click-baiting is the act of writing a headline or a post that over-promises, over-sensationalizes, or misrepresents whatever content you are linking to. The easiest click-bait headlines to spot are the ones that contain the words “You’ll never believe” or “What happened next will shock/embarrass/outrage you.” For more on click-baiting and why your library should never do it, read this.

Like-baiting is the practice of trying to compel Facebook users to click the Like button associated with a piece of content. The practice is similar to link-baiting.

You should also avoid repetitive posts, text-only updates, and content that’s too promotional.

So, what do algorithms like?

Facebook will always prioritize posts with a lot of likes, comments, or shares, particularly if that engagement all comes in a short time. It will also prioritize content that is liked by your followers friends. And they give an organic boost to your page to followers that interacts with you frequently.

The bottom line is this: if you can get people to share your posts, their friends and family will see it. If your followers friends and family share your posts, you’ll get more traction.

It sounds exhausting! But there is a simple trick. The best, more shareable posts on Facebook are informational, fun, and helpful. Facebook followers love recommendations and stories. Focus on those kinds of posts on Facebook, not on overly promotional content.

Do not post program posters on Facebook and Instagram.

In fact, if you need to promote a program, don’t post a graphic at all. Use a photo, either stock or organic, of people enjoying the activity you are promoting. A photo of the presenter also works. Put the information that’s on your program poster or graphic in the post itself.

Better yet, ask the presenter a few questions about the event and use that to weave a small, interesting story that’s about three sentences long. Start your post with that story and then put in the details of the program–location, date, and time. You’ll catch the attention of the reader with those first interesting sentences and get more engagement.

Use hashtags on Instagram, not Facebook.

A BuzzSumo study of one billion posts came to the conclusion that Facebook posts with hashtags perform worse than posts without hashtags. This bears out in my own observations of the platform. Don’t worry about hashtags on Facebook.

Instagram is a different story but there is one catch: many libraries (and individuals) use too many hashtags. Instagram allows you to add up to 30 hashtags in a single post, but my recommendation is that you keep it to seven or less. There is data to suggest that 91 percent of posts by the top brands use seven or fewer hashtags. As always, experiment with your posts and see where your library’s hashtag threshold stands.

Spend money on Facebook and Instagram. It is worth it.

You’ll need to spend money on Facebook and Instagram ads or boost your Facebook and Instagram feed posts to see any significant organic traffic for your other Facebook posts. That said, you don’t have to spend much money at all. Most libraries can spend about two to three dollars a day to boost a post or promote an event and see results. You can link your Instagram account to your Facebook account to buy identical ads for both platforms. So, when I talk about building ads in Facebook, I really mean Facebook and Instagram.

As always, you’ll have to look at your library’s overall strategy to determine which posts to boost. Facebook makes it very, very easy to set up your ads for maximum effectiveness. You can choose the audience based on a huge list of demographics, including geographic location, age, and interests. Facebook will help you craft a call to action and a headline that will work best for your ad.

During my recent stint as the chair of my school district’s bond issues, I played around with Facebook ads nearly every day. I would put $1 a day behind an ad and test it for a week to watch the response. If people interacted with it, I would re-boost it with more money… but never more than $7 a day. It was super cheap, easy, and effective in reaching audiences I would never have had access to otherwise.

You should be doing a lot more on Instagram.

Instagram is one of the most popular social media platforms in the world. The network has one billion monthly active users. Every year Instagram makes library marketing easier and more targeted through an extensive list of features and analytics tools that help you attract followers, build engagement, and develop insights into your followers.

Instagram stories are the best use of your limited social media time.

If you have to post on stories and ignore the regular feed, do that. Stories don’t have to be long or complicated. They do need to be visually appealing. Wide shots or quick panning shots of a room are not interesting or engaging. Get close, show emotion and excitement in the faces of the people interacting with your library, and you’ll get more interest from your Instagram followers.

This Instagram story series at my library did amazingly well. We posted 21 stories featuring “Skelly” at various library branches over the course of several days. Each story got an average of 693 views and 16 replies.

Instagram takeovers are an easy way to get more reach.

In this scenario, all you have to do is arrange for a partner organization, library department, senior leader, or fan to take over your account for a day or during a special event. Not only will this expose your library to their followers, but it will also give your library external credibility.

You can actually do this without giving your takeover partner the password to your account. Click here to see a sample Instagram takeover document. You can personalize this and establish the boundaries of the takeover without jeopardizing security. Then ask your takeover partner to create their story BUT instead of posting each slide on their own account, have them save each individual slide to their camera roll. Then they’ll email the slides to your library and you’ll upload them, one by one, to your Instagram story.

We did this takeover with a nearby library system. It gave each participating library access to a new audience. And people loved it! Each story got an average of 605 views and four replies.

Instagram polls are easy and fun.

Instagram allows you to poll followers and monitor the result so you’ll get immediate feedback and valuable insights into customer behavior, values, and needs.

Polls are a good way to get feedback on your services. You can also get great ideas for other kinds of content, like topics for future blog posts or book displays your followers would like to see inside their nearest physical branch. Here’s a great example from Penguin Random House.

Instagram highlights let you save your best content and extend reach.

Unlike regular Instagram stories, which disappear after 24 hours, highlights are saved to custom categories on your Instagram profile, and they live there until you delete them. Think of highlights like containers for similarly themed Instagram stories you share. After you add content to your story, you can choose to highlight that content by saving it to one of these containers.

You can see our highlights below as the circle icons under our account info. If you go to our Instagram account and click on any of those icons, you’ll see the best of our content from the past six months.

Other tips for Facebook and Instagram general feed posts.

User-generated plays well on both platforms. People LOVE IT when you share the content they create. If you look at my library’s Summer Adventure highlights on Instagram, you’ll see a bunch of examples. These are the EASIEST posts because you don’t have to do any work!

Video plays well on both platforms. Post live video or short snippets to get the maximum reach. You don’t have to have a production budget or even a “real” camera. Your smartphone will work just fine! If you have a longer form video, try posting it to IGTV on Instagram. My library has been experimenting with this. We had no idea if anyone would watch but we got a surprising amount of views.

Use faces that express emotion in your posts. A study presented at the Conference on Human Factors in Computing Systems measured likes and comments of one million Instagram photos. The results show that photos with faces are 38 percent more likely to receive likes and 32 percent more likely to receive comments, even after controlling for social network reach and activity. The number of faces, their age, and gender do not have an effect. Find faces that your users can relate to. If they’re expressing a strongly identifiable emotion like happiness, surprise, anger, or fear, you’ll get better reach.

The most important thing is to post consistently.

My recommendation is to post once a day to Facebook and two to three times a week to the Instagram feed. Create an Instagram story that’s at least two to three slides long every single day. If you post consistently in your Instagram stories, you’ll train your followers to come look for your content. They’ll start interacting with your stories which will tell the Instagram algorithm to start showing them your posts in the regular feed more frequently, which leads to more engagement… and you win!

Check the Upcoming Events page for a list of webinars and conferences where I’ll be next. Let’s connect! Plus, subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button in the bottom left-hand corner of the page. Connect with me on YouTube, Twitter, Instagram, and LinkedIn.  

Six Truths Learned at #LMCC19 and What They Mean For the Future of Library Marketing

The Future of Library Marketing

Well, that was fun!

I am back from a three-day trip to St. Louis, Missouri, where I had the pleasure of attending and speaking at the fifth annual Library Marketing and Communications Conference.

It. Was. Amazing.

I learned stuff, made friends, and I felt supported as I was surrounded by 450 fellow library marketers. Here are the top six things I learned while at this spectacular event.

Library marketers everywhere are struggling with the same problems. We’re all fighting to keep our branding clear and consistent. We’re all stumped about the best way to market programs. We are searching for ways to find success in internal staff communications. And we all feel like we could use more support from senior leadership.

It doesn’t matter if you’re working at a public library or an academic library. It doesn’t matter where your funding comes from. It doesn’t matter how much money you have. It doesn’t matter how big your staff is! We’re all in the same boat.

Many of the people I talked with at the conference found these problems frustrating. But we also found some comfort in knowing that everyone is facing the same issues.

Library marketers are on the forefront of a major push to make our libraries more diverse, accessible, and inclusive. It seemed like every time I made a new friend, the conversation turned to diversity and inclusion. Library marketers are pushing staff and senior leaders to make service accessible to everyone. They are pushing to make sure people of all backgrounds have a seat at the table when it comes to important decisions. They want to make sure their marketing messages and their library’s service are open to as many members of the community as possible. It’s inspiring! And library marketers are tenacious. So, get ready, because we’re going to be changing things!

Library marketers are obsessed with data. I’m so heartened to see how many of my colleagues are in a constant search for data. They want to make sure their messages are getting to the right audience at the right time, and they’re using data to make sure that happens.

They use data to make the case for libraries to add services and to demonstrate the value and impact of programs and services. They’re using data to make work easier for front-line staff, to understand their current users, to find non-cardholders, and to send targeted messaging in various forms to diverse audiences.  It was fun to be surrounded by fellow data nerds!

Library marketers have conflicting emotions about social media. But they’re no longer afraid! Library marketers of all ages are willing and eager to learn how best to use each platform. but they’re also frustrated because most platforms make it so dang difficult to get any organic reach and don’t seem to have any plans to make life easier for nonprofits and social service agencies.

But we’re not giving up! The session on creating memes was one of the most popular at the conference! The insta-stories session also got a lot of buzz. And at my own session on social media success, I got a lot of in-depth questions from the audience. I also talked to some Gen X library marketers who were eager to learn about “younger” social media platforms like Instagram. I’m a Gen Xer! If I can do it, I have no doubt you can too!

And speaking of social media, one of the weird and frustrating things I’ve noticed about most library conferences is the lack of live-tweets, Facebook, and Instagram posts during the conferences. This was not the case at LMCC! If you were stuck in room sick, as a good friend of mine was, you would have still been able to learn from the attendees who used the hashtag.

The proliferation of social media posts were also helpful for attendees who are torn between attending two sessions. I was able to get a lot of tips from sessions I couldn’t attend by checking the hashtag feed.

And when one of the conference board members asked members to turn on a special LinkedIn feature to connect with other attendees, they did it! I made a lot of new connections.

Library marketers who don’t have a library science degree often feel judged and misunderstood by the librarians in their systems. This was really disheartening. I am lucky in that I don’t think the librarians at my library think less of me because I don’t have a masters in library science (or if they do, they don’t make me feel like they do!).

I spoke with a great many library marketers who came to this profession from journalism or from marketing jobs at big companies and brands. They have a sincere desire to do work that is meaningful and to give back to the community. I hope that librarians will begin to view the marketing staff at their libraries as advocates and partners. We are here to help make sure your work reaches a large audience and to help sustain the library industry by communicating its value to the public and to stakeholders. Let’s work together!

Librarians are too humble and don’t brag enough about the work they do. The clear consensus among library marketing professionals is that humility is holding back the industry.

We’re all working hard to make sure the great work of front-line staff gets noticed, applauded,  and rewarded. This important task is made harder when librarians aren’t willing to talk about what they do. We all agreed that librarians are amazing and their work doesn’t get enough recognition. Let us help with you that!

Check the Upcoming Events page for a list of webinars and conferences where I’ll be next. Let’s connect! Plus, subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button in the bottom left-hand corner of the page. Connect with me on YouTube, Twitter, Instagram, and LinkedIn.  

You Can Fix It! If Your Library Marketing Is Failing, Here are the Top Eight Solutions

Do you remember when you learned to read?

I was in the first grade. The school was holding a contest to find a student to deliver a public service announcement about education on a local radio station. I was determined to win.

My mother, who was a first-grade teacher, was incredulous when I shared my plan for my broadcast debut. How could a kid who hadn’t learned to read yet get good enough to get that radio spot? She thought I was crazy.

And maybe I was. But I proved my mother wrong through sheer will and determination, and with a little help from the “Dick and Jane” series. By the end of first grade, I was reading well enough to tackle Laura Ingalls Wilder’s Little House in the Big Woods. And I was on the radio.

Twenty years later, I was working weekends as a newscast producer at a television station. That meant every Saturday and Sunday, I had to 8 hours to produce two shows… the 6 p.m. news and the 11 p.m. news. On a good night, it was a fast-paced and stressful proposition.

One day, the television station suffered a huge power failure. The station had backup generators that were supposed to kick on to keep us on the air. But a surge had fried the wiring and we were dead… really most sincerely dead. We had no way to get on the air. And the newscast had to get on the air.

Failure was not an option. We needed to get the show on the air because thousands of homes were also without power and those people looked to us for information. We also needed to get on the air because when the ads that are supposed to be a part of the newscast don’t air, the station loses money.

With airtime fast approaching, we came up with a plan. We would broadcast live from the parking lot using our live truck. It was crude but it worked. We felt like heroes. Journalism won the day and after that, I felt like there was no problem that I could not solve.

We all face obstacles during our work every day. Some are big, some are small. Your attitude plays a huge role in determining whether you overcome them, particularly for those of us working in the library marketing space. Many of our problems are unique to this industry. But trust me when I tell you that you are smart and you can figure anything out!

To prove it, here are the top five problems we face in Library Marketing along with eight solutions… because there are always more solutions than problems!

Problem: we simply don’t have enough time to do all the stuff we’re asked to do. The library year is kind of like the “lazy river” at my local YMCA… a constant swirling movement of events that keeps pushing us forward. It takes some force and a change of direction to break free. When you’re under pressure to promote each big event, it can leave you feeling like you never have enough time for your collection or services. You might feel like you don’t even have enough time to think or be creative.

Solution: a strategy gives you freedom. It not only helps you drive your marketing for the year in a measurable way, it will also provide a concrete reason the next time you have to say “no.”

Say “no” to promotions that don’t serve to drive your library’s strategic mission. Say “no” to promoting every exhibit, program, and author visit at your branches. Empower your branches to do some of their own promotion by providing them with simple guidelines for doing their own community marketing and set them free so you can focus on the big picture… your library as a whole.

Problem: we don’t have enough money. Tiny budgets really separate us most from the for-profit marketers. I do see more libraries spending big budgets but they’re doing it in smart and strategic ways, for re-branding and full production media ad buys, slick content marketing magazines, and direct mail to non-cardholders.

If you don’t have a big media budget, you can spend a little money to boost the effectiveness of your social media posts. Honestly, you can’t get much social media reach without a little spending.

Solution: social media advertising is cheaper than traditional ad buys. Your administrators might not realize how super effective targeted ads can be. You can easily prove that you can make a good return on their investment.

Solution: partnership opportunities to promote more than the big programs. At my library, we created media sponsorship guidelines which list the action items we’d like our potential sponsors to fulfill and what benefits we can offer them in return. Why not pitch a media sponsorship to promote your digital collection or your fantastic database resources?

Solution: find super library fans or influencers in your marketplace and invite them to write about your organization. At my library, when we opened our new MakerSpace and got lots of publicity outside the traditional media (this article is a good example).

Problem: we don’t have enough staff. If your handling a one-person marketing department, trying to take on marketing can be a scary proposition. You probably feel like you’re already just hanging on by the skin of your teeth.

Solution: use the talents of non-marketing co-workers. There are likely a number of librarians who have an interest and a proficiency for social media, writing, video, and design. Ask around and recruit those staff members to help you create content. Ask for permission to recruit interns. You’ll have someone to handle the grunt work and you’ll have the joy that comes with mentoring and encouraging the career of young marketers.

Problem: we don’t know enough about our cardholders to target them effectively with messages they will love. I suffer from this and many of my library marketing friends do too! It’s not a hard one to solve.

Solution: create a new cardholder survey to gauge the interests of people just entering your library system.

Solution: a yearly satisfaction survey for all cardholders is also extremely helpful, particularly when you can take the results and split them into your different persona groups. From there, you can map your customer’s journey. When they get a card, how long does it take them to use it? Are they checking out books or using your digital collection or your computers, or do they simply let it languish? Do you have some customers who got a card years ago, used it a specific way, and then stopped altogether? Do you have some customers who are making the transition from print items to digital materials? Do you have some customers who are only interested in one particular kind of item–DVDs, audio books, or computers?

Break your customers into groups based on what they do with the card and start creating pieces of content that target those groups. Maybe you’ll want to focus your efforts at first on one group in particular. At my library, we’re targeting a persona we call “Occasionals” which are people who use their cards once every six months. We focus on moving people from that cluster into a more active user persona, by targeting them with messages about the convenience of our digital collection.

Problem: we are resistant to change. This problem is the biggest, in my opinion. We are too set in our ways. How many times have you heard someone in your library say, “But that’s the way we’ve always done it!” It’s the phrase I dread most.

It takes an enormous amount of effort and energy to change the minds of our fellow library staff members and our administration. It seems like it would just be easier to stay the course.

Do. Not. Give. In. Marketers have a reputation for being talkative, a little eager, a bit bold, and maybe a tad whacky, and these are all GOOD traits! We have to remember our main objective–to get customers to move through the cardholder journey and engage with the library. Without that engagement, the people who argue that libraries are obsolete will win! We can’t have that.

Solution: with patience and persistence, you can thoughtfully steer your library into the future. It works best when you start small. Think of it like a staircase. On the bottom step, you make a small argument and you try a new thing. You see results. You report the results and chances are, you’ll get to climb to the next step.

The more you do this, the faster you’ll get up the stairs–at some point, you might even be allowed to take the stairs two at a time. Keep the end goal in mind but set smaller goals that help you to get there.

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Frustrated with Your Library Marketing Newsletter? Here’s Why You’re Not Getting the Results You Want AND How to Fix It

I hold a controversial opinion. Newsletters are an ineffective tool for library marketing.

I totally understand why libraries create them. Our customers are a wide and diverse audience and our budget is limited. Newsletters are an easy and efficient way to get information to our audience.

But many libraries are frustrated by the lack of demonstrable results from their newsletters, both the print and email versions. And there’s a reason you can’t get good results from a newsletter.

The mistake is: You’re sending the same message to all of your cardholders.

It’s understandable. It feels like the natural thing to do. Your library has great stuff and you want everyone to know about everything.

The problem with that approach is that your cardholders are individuals. One message never fits them all. The needs and interests of your cardholders vary greatly.

I’m not suggesting you ditch your newsletter. By transforming the way you approach your current print and e-newsletter, you can make it actually work! The trick is to make changes that increase your newsletter’s value by refining the message.

Tips that work for both print and e-newsletters

Give your cardholders LOTS more of what THEY want. I know you’ve been keeping track of attendance at events and holds or checkouts of books you promoted in your previous newsletters. If you notice that your newsletter audience turns out for a particular type of event or that they like a particular genre of books or collection items, put MORE of those in your newsletters.

Library marketers are often pressured to promote what their co-workers or bosses think is interesting. Or worse, what their co-workers think the audience NEEDS to hear.

I’ve actually had to gently explain to my colleagues that, while reading classic authors like Ernest Hemingway and Jane Austen are good for the brain, most people are not looking for an intellectual challenge when they reach for a book. It’s like getting kids to eat their vegetables. Veggies are healthy, but if your child doesn’t like them, they’ll clamp their mouth shut and refuse to take a bite.

The newsletter audience is the same. You can’t make people attend events or read books because they’re healthy or intellectual. Library marketers sometimes have to be an advocate for their audience; you have to be persistent in your defense of what your cardholders want.

At my library, we pivoted our newsletter to focus more on our the parts of our collection that our cardholders like. We had the data to back it up. We know that our cardholders really love content about coding and coding classes. We know they love mystery books. We know they love workshops about writing and publishing their own books. We learned all of these nuanced preferences by carefully measuring our audience’s response to marketing in all areas. Patterns emerge. And now, we do a lot of promotion around these areas because we know, for a fact, that our cardholders love this kind of content.

Make your content helpful, not promotional. Your cardholders are regularly bombarded with offers, sales, and promotions, both in their inbox and in your mailbox. To get people to read your newsletter, the content needs to be interesting, useful, or helpful.

Hundreds of studies and surveys about consumer behavior show us that content that is educational or entertaining gets better results that content that is promotional. So how can you promote something while being entertaining or informative? Content marketing in the answer.

Content marketing is a strategic approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience–ultimately, to drive profitable consumer action.

Content marketing breaks through the noise and the clutter by providing compelling, useful information for your cardholder–any type of information. It addresses whatever pain points your cardholders have. It positions your library as the go-to place for information. It builds trust.

And through content marketing, your library gets a better and deeper understanding of your cardholders. You can use that understanding to do a better job of addressing your cardholders’ needs. It’s a constant circle of giving and it carries more weight for a longer period than a traditional newsletter promotion.

Stop thinking of your publication as a newsletter. Start creating news magazines. Most library newsletters that come to my inbox or mailbox are long and contain a ton of text and images. There isn’t much white space and scanning them is difficult, because there is so much to scan.

At my library, we increased the effectiveness of our print newsletter by transforming it into a magazine. We trimmed it from 16 to 12 pages. My graphic artists started to give the publication a magazine feel in layout, using bolder visuals and shorter, more engaging articles. We left some white space. We changed the balance of the articles from 100 percent promotional to 50 percent informational and 50 percent promotional (even I have to fight the battle with my library to be less overtly promotional!).

What happened when we made these changes? Our news magazine became a must-read. People started asking when the next issue would be out. We had to order more copies. Library staff and outside partners vie for space in the publication. The news magazine is popular!

Tips specific to e-newsletters

Keep the text short and scannable. Your e-newsletter is a touch point, not the end of a conversation. Readers should get enough to be left with the feeling of wanting to know more about a particular subject. Drive your recipients to your website or another platform where they can get more information with compelling text and enticing calls to action.

Make it easy to share your e-newsletter. Include social share buttons that link directly to your library’s social pages.

Segment your e-newsletters. You can segment your e-newsletter in a number of ways… by age, by interest, and by location. This means you’ll need to create more than one e-newsletter. But each one will be targeted to a specific audience, which increases effectiveness. This step will be more work for you but it’s worth it for better results.

By targeting your message, you are more likely to say something that matters significantly to your cardholders. That individualized message makes them more likely to take an action, which makes it more likely that your newsletter will be successful.

More help for library marketers

How the Best Newsletters Get-and Keep-Reader’s Attention from Content Marketing Institute

NoveList’s Guide to Best Practices for Library Newsletters

7 Tips for Creating Engaging Newsletters from Mailjet

Great examples of targeted library newsletters

Dallas Public Library’s Young Black Readers Newsletter

Indian Prairie Public Library’s DVD Preview

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The Step-by-Step Method for Figuring Out the Best Time to Send Library Marketing Emails and Why You Should Never Stop Experimenting!

I spend a good portion of my day as a library marketer trying to figure out how my cardholders live their lives. What do they do? When to they do it? What parts of their life are difficult? What parts are enjoyable? When do they have free time?

We do know a lot about the people who use the library, thanks to our own library surveys and great organizations like Pew Research Center. But you can also figure out what your cardholders are doing by email marketing experimentation. And your findings can increase the effectiveness of your marketing.

On the Library Marketing Live Instagram show, Dari from Cook Memorial Public Library District wanted to know how to figure out the best time to schedule marketing email to different audiences. The answer, in general terms, is between 6 p.m. and midnight. But I want to dive a little deeper into how I came to this conclusion and why this might NOT be the case for the people using your library!

If you’re just starting out with email marketing, check with the experts. There are a lot of companies (mostly email marketing software companies) which publish research on the best time of day and the best day of the week to send marketing emails, plus a bunch of other data points. So, start by gathering the latest research from these companies. Some of my favorites are Hubspot, AWeber, and Convertful.

Think about the daily life of your cardholder. If you are sending an email to a group of people who use a particular branch, or who are in a particular age group, try to imagine what they do all day. This generalization method will help you identify points in the day in which your target audience might have time to check their email.

Here’s an example: When I’m sending emails to parents of school-age children, I avoid 7 a.m. to 9 a.m., when parents are usually racing to get their kids ready to go to school. I also avoid 2:30 p.m. to dinner time, because many parents are picking up their kids, running them to extra-curriculars, and tackling homework.  I send marketing emails very early in the morning, like 5 a.m., so they are sitting in their inbox when they wake up but before their kids are up. I also send them after 8 p.m. when most school-age kids are in bed.

When I send emails to teenagers, I never, ever, ever send them in the morning. I exclusively email teenagers at night, and the later the better. That’s because most teens don’t have time to relax until 9:30 p.m. or later, after homework and after-school activities. They will likely check their email right before they fall to sleep at night, and they’re more likely to act on email in the late evenings.

Experiment. Send emails for a 3-6 months period of time. If you’re just starting out, try all hours of the day and night. Keep meticulous records of the results including open, click through, and conversion rates on all your emails.

After your allotted experimentation time, comb through the data and figure out which times of day resulted in the most click-throughs and conversions. Those are your optimum times to send emails! Focus most of your email scheduling on your proven best time of day.

And never stop experimenting. Start another experimentation period of 3-6 months, and then re-analyze data. If you notice a decline in click-through and conversion rates, go back to the drawing board.

My latest six-month analysis shows the best time to send email is between 6 p.m. and midnight, for all age categories and for all card types. This was not always the case. Two years ago, I could send my emails any time of the day EXCEPT between 7 a.m. and noon. But, at the end of 2018, that changed and the only emails that did well were the ones I sent at night.

Why did the effective time change? Because people’s lives change. Your cardholder base changes. The way that email gets delivered by various email providers changes. All of these factors mean that you’ll need to be in a constant state of experimentation. Don’t get married to any one time of day. Have an open mind and be ready to change your email scheduling strategy when the data tells you it’s time to change.

The most important thing is to have good content. If your emails contain stuff that your email audience wants to know about, they will engage with them, no matter what time of day it is. Try and keep your emails short. Focus on a few lines of really compelling text and one or two clear calls to action.

Bonus controversial opinion: I am not a fan of email newsletters. They usually contain too much information and too many calls to action. Their subject matter is usually too broad for their audience. I know a lot of us have to send them because senior leaders love them. But they aren’t an efficient use of email marketing. It would be better to take each section of your newsletter and send it separately to a targeted audience.

Don’t forget to join us for the LIVE LIBRARY MARKETING TALK ON INSTAGRAM every Tuesday at noon ET. We’ll talk about library marketing topics for about 20 minutes each week. My handle is Webmastergirl. You can email questions and topic suggestions ahead of time. Just fill out this form.

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button in the bottom left-hand corner of the page. Connect with me on Twitter, Instagram, and LinkedIn.  

Five Reasons Why You Should Stop Ignoring LinkedIn for Library Marketing Plus Tips to Get Started on Posts

NEW LIVE LIBRARY MARKETING TALK ON INSTAGRAM! Be sure to join me for my first live Instagram Q&A about Library Marketing. The live discussion happens every Tuesday at noon ET (11 a.m. Central and 9 a.m. Pacific) beginning this Tuesday, June 25. Join me to talk about library marketing topics for about 20 minutes each week. My handle is Webmastergirl. You can email questions and topic suggestions ahead of time. Just fill out this form below. See you there!

Whenever I talk to library marketers about social media success, the conversation usually centers on Facebook and Instagram. Most libraries worry about decreasing organic engagement on Facebook. They’re trying to master stories on Instagram and attract younger users.

I’ll be honest… these conversations frustrate me. That’s because libraries are battling a social media system that’s stacked against us. Facebook and Instagram and both focused on monetization. The truth is they don’t care if nonprofits can’t compete with brands. They only care that they’re making money and gathering data for their advertisers. And I, for one, have had enough.

That’s part of the reason behind a decision we made at our Library to focus a good portion of our efforts for organic social media reach on another platform: LinkedIn. And I want more libraries to use this platform to promote themselves.

 

More and more people are using LinkedIn. In a report released by the platform’s owner Microsoft, the company reported that engagement grew 24 percent in the last quarter. That’s huge.

LinkedIn is great for sharing content marketing and making personal connections with your cardholders. The audience on this social platform is smaller and more focused. Users are interested in career development, higher education, workplace issues, self-help ideas, and personal growth.

It’s also a largely positive place. There’s no toxic talk. Users comment in courteous and supportive way. There are also limited ads. It’s a happy place! I’m on LinkedIn several times a day and there are zero trolls.

LinkedIn is a great place for libraries to post content because competition for attention on the platform is small. Most libraries, educational institutions, and government agencies only post job openings on their LinkedIn page. But the platform is the number one choice for content among professionals. If you start posting today, you can grow your followers, create brand awareness, tailor targeted messages, and connect with cardholders without much competition from anyone else.

I know libraries struggle to keep up with all the social media changes but I really, really, really want you to embrace LinkedIn, even if it means you have to drop back your posting on another platform.

Here’s another reason to make the switch: LinkedIn recently improved its analytics tool. They’ll give you a ton of data about the people coming to your page. Next to Google Analytics, I think their metrics are the most in-depth. That’s a huge help to marketers. LinkedIn will tell you the kinds of people who are looking at your library’s content. You can see their industry and location. You can see their job seniority, from unpaid to training to managers and CEOs. You can even see their company size. You can use that information to program your content.

And LinkedIn is now leading the social media platforms with very specific and transparent metrics for content. They’ll tell you how many people look at your content for a specific amount of time or the number of people who click on your links.

My Library posts at least once a day during the week (Monday-Friday) on LinkedIn. We share a variety of content from our own events and collection as well as curated content from other sources. This steady stream of sharing introduces the library and its services to a new audience of people. And we’ve seen exactly the same kind of growth that the platform reports. We began our real push this past April. In that first month,  our posts received 24 percent more engagement that they did the previous month, when we still weren’t posting with regularity. Our unique visitors were up an average of 16 percent a month. And the more we posted, the better it got. This month (June 2019) we saw a 44 percent increase in visitors to our page. Post impressions were up seven percent. It’s not a huge number but a little bit of growth every month is going to add up.

A study by OkDork, which analyzed more than 3,000 LinkedIn posts, found that “how-to” and list posts performed best. It also revealed that long-form content (articles between 1,900-2,000 words) performed the best, as well as content with eight images.

Of course, you should always match your content on social with your library’s overall strategy goals. But here are some other ideas for content to share on LinkedIn.

Share collection items, services, and events that focus on self-help, career advancement, personal wellness, diversity, literacy, architecture, and entrepreneurship. For more ideas about the kinds of content your particular followers will find interesting, check your page’s analytics. The visitors tab will show you which industries your followers are working in. Then you can post content that matches those industries and offer value to your specific followers.

Search trending articles about libraries and the industries your followers work in. Pick your favorite, add a few lines that talk about how the article affects your community or library, and re-share the article.

Post original articles by thought leaders at your library, like your director.

Highlight library staff and give your followers an inside look at what it’s like to work in a library. My library likes to ask the highlighted worker what their favorite Library service or collection item is and then we link to it. It gives us a chance to promote something the library offers in addition to our amazing staff!

Give your partners and the media some love. Whenever one of your partner organizations does something wonderful, you can share their news on LinkedIn just as you would on any other social media platform. Most companies and nonprofit organizations have a LinkedIn page. Likewise, when you get good press, share the stories on LinkedIn just as you would on Twitter or Facebook!

Post your video marketing on LinkedIn. Just as with Instagram and Facebook, video marketing is a big deal on LinkedIn. I recommend uploading the video straight to LinkedIn, rather than linking to your YouTube channel or your website. LinkedIn will give you more organic reach if you post straight to their platform, rather than driving people to another social media site.

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button in the bottom left-hand corner of the page. Connect with me on Twitter, Instagram, and LinkedIn.  

How to Hook New Cardholders and Make Them Loyal with Email

We talk a lot about emailing our cardholders with information about new products, services, and collection items. But you can also use your email list in a powerful way to reach people who have just signed up for a library card.

Most libraries take a minimalist approach to “on-boarding” a new cardholder.  Once a person fills out a library card application, we hand them a card, a welcome brochure, and send them on their way. We’re friendly and we’re genuinely excited to welcome them to our system. But we make a mistake that’s common for a lot of businesses and organizations. We know our system inside and out and we often forget that our new cardholders know nothing about what we offer. We assume they can find their way to the things they need.

It’s important to help those cardholders learn to navigate the behemoth number of resources and items available at the library. A solid on-boarding campaign retains new cardholders and turns them into lifelong loyal users of the library. The first 90 days of a new library cardholder’s experience is crucial to determining their feelings of connection and loyalty to the library.

It also makes good business sense. Studies show it costs five times as much to gain a new customer than it does to retain them. A library marketer practicing good stewardship will want to do their best to keep new cardholders coming back to use the library.

The most effective way to on-board a new cardholder is through email marketing. Many libraries create a campaign with specific emails sent to new cardholders at a pre-determined pace. Those emails slowly introduce them to new features and inspire them to try out all the library has to offer. It’s easy to do this using some mail systems, like OrangeBoy and MailChimp.

My library has a 90 day on-boarding campaign set to run automatically through OrangeBoy. Creating it was a bit of process. But the effort was worth it. In addition to retaining customers, the on-boarding emails reduce unsubscribes for future targeted promotional emails. Here’s how we did it and what we learned about doing it well.

First, make a list of the services, events, and collection types that get the most use at your library. You’ll want to include information about the most popular features you offer in your emails to new cardholders.

Then, make a list of the services, events, and collection types that are interesting or unique to your library but don’t get a lot of use. These are the gold nuggets of your on-boarding campaign. You’ll have the attention of your new cardholder. The relationship is fresh. Why not use that to showcase the hidden treasures at your library.

Finally, create an outline of your campaign, mapping out each message, when it will be sent, and what it will say. Look at the two lists you’ve created and narrow your focus. Try to promote no more than four things per on-boarding message. You don’t want to overwhelm your new cardholder. Rather, you’ll want to introduce people to the library in small doses. Pick a theme for each message with a specific call to action. Keep the language simple, conversational, and free of industry jargon.

Create, test, and release the messages. This part took me nearly as long as creating the plan did! But you’re almost there.

Track results. Of course, you’ll want to use a Google URL tracker or Bitly link to see which services and items get the most interest from your new cardholders. You can also track unsubscribe rates, and if you have the ability to divide cardholders into clusters, you can see where your new cardholders land after they finish the on-boarding process.

Here are a couple of examples of my library’s on-boarding emails so you can see what we do.

How do new cardholders react to these messages? They definitely don’t hate them. Our unsubscribe rate is 0%. We’re a large system and we’ve sent these for several years to thousands of new cardholders. Over the course of our campaign, we’ve had a couple of hundred people unsubscribe.

We send six emails over 90 days. The first email gets a lot of engagement, which is not a surprise.  The fifth email about using your neighborhood branch (see the image above) is the second most engaging email for us. Overall, about half of the new cardholders we sign up end up becoming loyal library customers. Most use our computers but the rest are checking out physical and digital items or using our MakerSpace.

If your library is doing something to on-board cardholders, I’d love to hear about it. Please take this poll and tell me about what you are doing in the comments.

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button in the bottom left-hand corner of the page. Connect with me on Twitter, Snapchat, and LinkedIn. I talk about library marketing on all those platforms!

 

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