Angela Hursh leads an outstanding team of marketing and training professionals at NoveList, a company dedicated to helping libraries reach readers. A 2023 Library Journal Mover & Shaker, she has also created courses on LearnwithNoveList.com designed to help library staff learn how to create effective marketing. Before her job at NoveList, Angela led the content marketing team for the Public Library of Cincinnati and Hamilton County. She also has more than 20 years of experience as an Emmy-award-winning broadcast TV journalist.
The Library Marketing Show, Episode 143: In this episode, we’ll answer a viewer’s question.
Sara of the Washington State Library asked for help promoting library chat services. I have six suggestions that will work for any size library.
Kudos in this episode go to the Greenwich Library. Watch the video to find out why they’re being recognized.
Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know in the comments. And subscribe to this series to get a new video tip for libraries each week.
Thanks for watching!
Subscribe to this blog and you’ll receive an email every time I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page.
Photo courtesy Cincinnati and Hamilton County Public Library
Every time I see a misaligned pink square on top of blue and white plaid, my heart skips a beat.
I realize that may be the weirdest sentence I’ve ever posted to this blog but hear me out.
I am a die-hard fan of Bath and Body Works.
The bath gels, the body lotions, the candles, the hand soap. There is a scent for every season, every mood, every situation.
No, they did not pay me to say this. (But if anyone from Bath and Body Works ever reads this blog, I am willing to work as an influencer.😊)
Bath and Body Works has a strong, recognizable brand. They don’t want you to just buy their products one time. They want you to come back, again and again. They know a strong brand style that is recognizable across all platforms is key to creating a relationship with their customers.
You want that for your library. You want your community to recognize the promotional materials you make. When someone sees a sign or a social media post or a video, you want them to know that it comes from your library without having to see your library’s name or logo anywhere in the brand.
Building a library brand takes consistency. And to remain consistent when multiple departments and staff members create graphics, social media posts, posters, and other promotional materials, your library needs to create a brand style guide.
A brand style guide will clearly define the look and tone of marketing materials. It saves staff time. It will be used by staff when creating graphics and writing text. Most importantly, it will ensure your library’s marketing is recognizable.
Here’s a step-by-step guide for creating your library’s brand style guide. Scroll to the bottom of this post for examples of library brand style guidelines.
Grounding statements
Begin your document by centering your library’s brand on the guiding principles of your organization. Remind your staff of your core mission. You want to explain the importance of this work and create buy-in for your style guide.
Set the tone with your mission, vision, and values statement.
Include a sentence or two that positions your library’s strategy, personality, and customer service principles.
Define your library’s personality. Do you want people to think of you as authoritative and resilient? Whimsical and conversation? Warm and welcoming?
List the perceptions your library is trying to avoid, like boring, traditional, formal, or pretentious.
Logo use
Emphasize the proper use of your logo across all platforms, including print and digital.
Define space rules, including the use of white space in relation to the logo.
Set the acceptable color variations for your logo.
List the minimum logo sizes, including pixels, print proportions, and aspect ratios.
Colors
Your color palette is the tangible component of your brand that people notice first. Color increases brand recognition up to 80 percent. Your colors also play a significant role in how your library’s brand is perceived.
Include the RGB, CMYK, Hex Code, and Pantone versions of your color palette.
List the shades of your color palette which are acceptable for use, including those variations required for accessibility on digital screens.
Include color contrast requirements for print and digital screens, keeping accessibility in mind.
Typography
Like color, the fonts your library chooses are a visual cue about your brand. Your fonts should tie all communications together, from your website to print promotions. It’s important to set clear guidelines for the use of fonts.
List the styles, sizes, and weights that can be used. Be sure to include instructions on acceptable fonts for headers, copy, and footers or fine print.
Include acceptable variations on fonts, if the font is unavailable in a particular piece of creative software.
Set guidelines concerning spacing to maintain a consistent style when font size changes.
Tone and text
This section is important to maintain a consistent brand through all the text written for your library promotions. These guidelines will ensure people recognize the copy is coming from your library, no matter who is doing the writing.
Outline your preferred word and sentence length. Shorter words and sentences are easier to read and will speed up the tempo of your message. Longer words and sentences will require your audience to do more in-depth thinking but may also be more nuanced.
List the jargon or library terms that staff members should use. This includes terminology for how you will refer to patrons, non-cardholders, staff, branches, and your branded names for services.
Determine the acceptable terminology for equity, diversity, and inclusion. Set guidelines for the use of gendered pronouns, ability, and references to racial and ethnic groups within your community.
Set your grammar guidelines. Will you use contractions? Will you allow prepositions? What grammar rules will you keep sacred, and which can be broken?
Images
In this section, you’ll give anyone creating promotional materials for your library the rules they need to find graphics, photos, and artwork that represent your library.
Set standards for the proper size, style, and composition of images for social media, email, digital signs, print, video, and your library’s website.
List approved image sources, including a list of websites that provide free stock photos and images. Here are ten websites to help build out your list.
Include clear guidelines on diversity representation to ensure staff use images that accurately represent your community.
Incorporate guidance on the use of graphics, GIFs, and memes.
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The Library Marketing Show, Episode 142: In this episode, we’ll answer a viewer’s question.
Jennifer says her library has some followers that regularly comment on their posts, but never say anything positive. She wants to know how to handle those repeated negative commenters.
Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know in the comments. And subscribe to this series to get a new video tip for libraries each week.
Thanks for watching!
Subscribe to this blog and you’ll receive an email every time I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page.
Photo courtesy Cincinnati and Hamilton County Public Library
Libraries spend a lot of time focused on getting people to sign up for a library card–particularly during summer. That’s a worthy promotional goal. Imagine how great the world would be if everyone had a library card!
But we often take our current cardholders for granted. We assume that once a person has gone through the trouble of signing up for a library card, they’ll use it.
The first reports on the exact statistical impact of the pandemic on library use will come out this fall. But I’m not willing to wait that long to address this issue. Every single library I work with tells me circulation, database use, program attendance, and overall visits are down.
Many libraries are trying to build our use and circulation stats back to their pre-pandemic levels. But I think we can do better. We can get more people to use the library now than before the pandemic.
How do we do that? With a focused plan to re-engage our current cardholders.
Re-engaging our disconnected users makes strategic and business sense for libraries. Our friends in the retail business have a secret: They know it costs five times as much money to obtain a new customer than to convince a current customer to buy more.
For libraries, this means it takes us five times more energy and resources to build our cardholder base than it does to get our current cardholders to use the library more often.
Summer reading is the perfect time to re-engage cardholders. It is your library’s biggest opportunity to build momentum that lasts throughout the year.
Here are three promotional goals that every library should have this summer to reconnect with current cardholders and get them to use the library more.
Goal #1: Get an email address from every single cardholder.
Did you know that 99 percent of people check their email at least once a day? How many times have you said, “I wish we had one way to reach our community.” Emails are how you do it! They are the absolute most effective way to promote your library.
People expect to be marketed to by your organization. You are not spamming anyone. You are informing, educating, and entertaining the community. And you are making certain they remember they have access to your resources, which they pay for with their tax dollars.
How do you go about getting emails from current cardholders? Ask. Every time someone checks out, look to see if they’ve included an email address in their cardholder profile. If not, ask for one!
Check cardholder profiles before you put books on the holds shelf or pull together items for curbside. If the cardholder doesn’t have an email on file, slip a bookmark into their holds asking them to share their email address using an online form or by calling the reference desk.
Your library can also use social media to gather email addresses. Schedule regular posts with a link for an online form or an opt-in page on your website. You’ll want to make it as easy as possible for your community members. That’s the best way to build your subscriber list.
Goal #2:Onboard current library cardholders.
Normally, onboarding is the process of introducing your new cardholders to the resources available at your library. But it is also an effective tool for re-engaging cardholders. This is especially true as we rebuild after two years of COVID separation from our community.
The most effective way to onboard an existing cardholder is through email. Your library should create a series of emails sent to cardholders once a week for four weeks. Those emails will re-introduce your cardholders to the best features of your library. It will inspire them to use their cards again.
To create your onboarding campaign, you’ll make two lists. The first will be for the most popular resources at your library. This could include things like your Makerspace, popular storytimes, laptop terminals, or your extensive e-book collection.
Next, make a list of your library’s hidden treasures. These may be items or services that you know will solve problems for your community. This list should include things that are unique to your library, like online Homework Help, your small business resources, your vast historical resources, or your “library of things.”
Finally, look at the two lists you’ve created and narrow your focus. You want to highlight the best and most helpful things at your library without overwhelming your recipients. Choose to promote one resource from your list of popular items and one from your list of hidden library treasures for each of the onboarding emails you send.
Goal #3:Upsell at every opportunity.
Whenever possible, your library staff should suggest other services, collection items, and programs to the people they encounter.
Teach staff to pay attention to context clues. Then upsell another collection item, service, or program based on what the staff observes.
For example, is the patron standing at the checkout a young father with two small children and an armload of picture books? Pull a take and make craft kit off the shelf and suggest that that dad subscribes to your YouTube channel, where you have videos explaining how to finish the crafts.
If a community member asks for help finding a resource for her small business, make sure she knows about your co-working spaces, your entrepreneur book club, and your LinkedIn profile.
When a patron registers for a cooking class, hand them a bookmark with a list of recommended cookbooks and show them how to access the Cooking Fundamentals series on Kanopy.
To help your staff spot opportunities for upselling, it may help to create a flow chart or graphic to illustrate the connections between everything your library offers. You can even make a game to encourage participation by staff members.
Ask staff to keep track of the number of times they upsell to a patron. You might even use a log, like your summer reading log, to help with tracking. The top upsellers win a prize at the end of the summer. And your library wins by increasing awareness of services and use.
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In this episode, we’ll talk about the news that Elon Musk purchased Twitter. What does this mean for your library’s social media strategy? I’ll share three things that might happen under Musk’s ownership of the platform. Plus, I’ll show you the one thing you can do right now to make sure your communication path with your community is clear no matter what happens to Twitter.
Kudos in this episode go to the LA Public Library. Watch the video to see why they’re being recognized.
Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know in the comments. And subscribe to this series to get a new video tip for libraries each week.
Thanks for watching!
Subscribe to this blog and you’ll receive an email every time I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page.
Photo courtesy Cincinnati and Hamilton County Public Library
We live in a world full of advice.
We get tips (whether we ask for them or not!) on health, fashion, finance, work, and family nearly every day.
According to the Oxford Dictionary, the word advice means “guidance or recommendations offered with regard to prudent future action.” Personally, I will take all the help I can get for prudent future action!
There are a lot of blogs, videos, and newsletters that contain vast amounts of promotional advice. Some of it is valuable. And some of it is hogwash.
I’ve worked with libraries for nine years and in the communications field for another 20 years before that. One good thing about working in this field for so long is I can now identify the marketing advice that simply does not work for my library friends. In some cases, that bad advice has the potential to harm library promotional efforts.
👉Ignore this: “You need to go viral.”
Your library should not pursue the goal of going viral with anything. Libraries are about community. They must focus on making personal connections with the people who use and fund them.
When you focus on going viral, you do so at the expense of creating relationships with the people in your local community who need you. And frankly, you need them too.
Going viral is a fluke, not a real goal. It’s like winning the lottery. It happens rarely and randomly. And your library won’t reap any lasting benefits from the exposure.
👍Do this instead:Create engaging content that speaks to YOUR audience.
If you want to break through the noise and become a subconscious part of your cardholders’ thought process, you must do two things.
The first is to segment your patrons based on their hopes, dreams, needs, and wants. This works particularly well for promotions by email and for social media posts.
Then, you should weave storytelling into your promotions. Stories create emotion and make your promotions more memorable to readers and listeners. Here’s a great example of how one library staffer used stories to change the public’s perception of her library.
Stories also help your library explain your services in a less clinical way. They demonstrate your value and relevance in real, tangible ways that your audience will relate to.
👉Ignore this: “All you have to do is share good content and your audience will find it.”
Your library is creating engaging, entertaining, and informative videos, blog posts, emails, and print pieces. So why isn’t anyone seeing them?
Creating content is only half the job. This blog is a great example. My posts and videos don’t get much traction until I send an email to my readers and post a link on my social media channels.
👍Do this instead: Have a distribution plan for your promotions.
The Marketing Rule of 7 states that a prospect needs to hear or see your library’s message at least seven times before they’ll take an action like register for an event, download an eBook, or use a service.
For your library, the Marketing Rule of 7 means it’s important to publish content on various platforms and in multiple formats. This will allow your library to reach your entire target audience.
Marketing expert Andrew Davis gives good advice that you can trust! He taught me how to use a tiered strategy–which means that you publish content and then promote it one area at a time, overlapping your amplification efforts.
For example, let’s say you write and publish a blog. You promote it on Facebook. A few days later, you promote it on Twitter. A few days later, you include a blurb and a link in your email newsletter.
With a distribution plan, the work you put into creating that content will reach a wider audience over a longer period of time and get more engagement.
👉Ignore this: “You must increase your social media follower count.”
It doesn’t matter how many followers your library has on social media. The algorithm decides when and where your library’s organic posts are shown.
I know of libraries that have tens of thousands of followers but suffer from lackluster engagement. And I know of libraries with hundreds of followers who get high engagement.
And the difference between those two kinds of libraries is the content of their posts. Successful libraries post content that gets likes, comments, and shares. Those three actions will determine the success of your library on any social media platform, no matter how many followers you have.
👍Do this instead: Focus on creating posts that serve your audience.
Look at your insights on each of the platforms to which your library posts. Your audience will be different for every platform. Make a list of the different audiences.
Then, focus your content on serving that available audience. And this may mean you have to pull back on posting to certain platforms. That’s okay!
Focus your energy and resources on creating engaging posts that help your library reach its overall goals. Quality posts will always be better for your library than a high quantity of posts.
👉Ignore this: “There’s a new social media platform or feature that you HAVE to use!”
Twitter Spaces, Snapchat, Clubhouse, TikTok, Reels… the list of new social media platforms and fancy new features increases every day.
Libraries have limited time and energy. But we feel immense pressure to take advantage of these new features and platforms.
We (understandably) fear missing out on a chance to reach a new audience. And we fear missing out on a chance to prove our modernity and relevance.
👍Do this instead: Claim your domain. Then make decisions based on your library’s goals.
If a new social media platform emerges, it’s important to claim a domain for your library. Make an account and create a handle that matches your other social media platform handles. This prevents nefarious dealers from masquerading as your library.
Next, take a step back and decide if your audience is on the platform. You may need to track the platform for several months to see what kind of audience it builds. Then, you can decide whether that audience is one you need to reach.
You must also think about whether your current library strategy aligns with the platform or feature. For example, if you don’t have the time or resources to shoot and edit short video clips, a platform like TikTok or a feature like Instagram Reels is not an effective use of your time.
Finally, consider your resources. You may not have the staff or time to manage another account or use another feature now. And that’s okay!
Subscribe to this blog and you’ll receive an email every time I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page.
The Library Marketing Show, Episode 140: In this episode, we’ll share three HUGE pieces of news in the social media world. Libraries will want to hear about these and think about how they affect their work.
The updates include news about TikTok and Instagram, as well as a major report about the best times to post on all the major platforms.
Kudos in this episode go to the Brighton Public Library. Watch the video to see why they’re being recognized.
Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know in the comments. And subscribe to this series to get a new video tip for libraries each week.
Thanks for watching!
Subscribe to this blog and you’ll receive an email every time I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page.
Photo courtesy Cincinnati and Hamilton County Public Library digital collection
At nearly every conference I attend, there is a session on podcasting for libraries. And no wonder, as podcasting has the cost of producing episodes has declined while listenership has skyrocketed.
57 percent of Americans have listened to a podcast, according to a study conducted by Edison Research and Triton Digital. That same study found that the number of people who listen to a podcast has grown nearly 30 percent since 2018.
Dylan Posa works for the Lebanon Public Library in Ohio, which is located about 29 miles to the northeast of my home. We met at the Southwest Ohio and Neighboring Libraries Summer Planning Conference in January, where Dylan was presenting a session on podcasting.
The idea for LPLCast was born in the first days of the pandemic. “When our library shut down in March of 2020, the Director tasked each member of the staff to find ways that we could continue to reach our patrons and community while the doors were closed,” recalls Dylan. “My wife had recently turned me on to podcasts, so she suggested that the library create one. I immediately knew who I would choose for a co-host, as we had an easy rapport at work already.”
Dylan’s co-host is Barb Leitschuh, a Circulation Desk Supervisor at the library. Barb has been working at the library for more than 22 years and is a longtime resident of Lebanon. “She knows everyone on a first-name basis, and has a very snarky sense of humor, which makes our conversations that much more fun,” says Dylan.
The next step for Dylan and Barb was to set some goals for the podcast. Dylan knew that the work he was doing needed to align with his library’s overall strategic goals. “Our overall strategic goals have always been focused on community,” said Dylan. “For instance, we have never installed self-checkout stations because we feel it’s important to have contact with all our patrons whenever possible. Our goal for the podcast is to create a fun and informative environment where we can highlight library services while supporting our community.”
The first episode was published on September 20, 2020. Dylan and Barb keep to an ambitious publishing schedule, releasing new 30-minute episodes every week. “We feel like this is a decent amount of time to invest, from a listener’s point of view,” said Dylan. “The type of podcast we were creating wasn’t going to be serialized, and we didn’t want to inundate listeners with lots of detail and data. I think people would be surprised at how fast 30 minutes goes by when the talk is light and breezy!”
Dylan, a musician, and home recording enthusiast used his own equipment to produce the few episodes. Eventually, his library saw the value of the podcast and agreed to invest about $250 in equipment. “The first cost was the hosting site, “said Dylan. “I looked into several options, and the one I signed up for costs $15 per month.”
“The library had microphones and cables, so I got a 4-channel USB mixing desk that all inputs can go through,” continues Dylan. “Then I decided to use a free piece of software called Audacity that enables me to record, edit, and upload files to the hosting site. I use Garageband to create the ‘bumper’ music for each segment of our episodes; bonus points for also being free! You also need a piece of promotional. I used a free site called Adobe Spark to design something eye-catching.”
Barb oversees finding guests. In the beginning, she would just call patrons who she was already friends with and ask if they wanted to be on the podcast. But this task has gotten easier since Barb and Dylan have moved to a new format, which isn’t dependent on having a guest in every episode. “We started to open up our programming a bit, and we wanted to integrate more of the other departments into the podcast,” says Dylan.
“The first segment is an overview of what the library has going on over the next week – programs both passive and active, events, displays, etc.,” explains Dylan. “The second segment is now open for guests but is also a chance to talk to employees about whatever they want to talk about.” Each episode ends with book recommendations.
During the pandemic, Dylan would bring the equipment to Barb’s living room. But lately, they’ve been recording in their library’s training room. “We record about 35-45 minutes of material, and I edit it down to get rid of any weird noises or digressions,” says Dylan.” Sometimes a guest will ask to re-do a section, or I will have to get creative to work around some technical glitch.”
“It usually takes me about 30-45 minutes to get the episode published,” continues Dylan. “Between editing, exporting to a smaller file format, uploading onto the hosting site, creating the metadata, and double-checking to make sure I posted the right file.”
The next step is marketing each episode. Dylan says his library relies on bookmarks, which he says is… “the best marketing tool a library has! We also make sure to let people know when they check out books, and every week we post a link to the newest episode on Facebook and Instagram. We also rely on our guests to promote their own appearances to widen our exposure.”
So far, listener feedback is positive. “They have told us how fun we are to listen to,” Dylan said. “It definitely helps to have two people who like to talk to each other!”
Dylan has some advice for libraries thinking of starting a podcast. He says it’s crucial to figure out who your community is and create content that caters to their wants and needs.
Dylan also says there are lots of options for library staff to create a podcast even if they don’t have a budget or Dylan’s technical expertise. “I want to emphasize that a lot of this information is simply what works for us and our library – for instance, I definitely over-engineer our recording,” says Dylan. “There are a number of options for recording podcasts that exist as apps for phones and tablets.”
Dylan Posa is the head of the Lebanon Public Library’s reference desk and is also the manager of Acquisitions. Dylan uses his outside experience in the music business and retail industry to create new and interesting program ideas for his library.
Subscribe to this blog and you’ll receive an email every time I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page.
The Library Marketing Show, Episode 139: In this episode, I’ll answer a question I hear frequently at conferences and events. There are thousands of small and rural libraries across the world that depend on a very small staff to deliver services and create promotions. How do you effectively market your library when you’re working alone? I’ll share my top four tips.
Kudos in this episode go to the Niles-Maine District Library. Be sure to watch the video to see why they’re being recognized.
Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know in the comments. And subscribe to this series to get a new video tip for libraries each week.
Thanks for watching!
Subscribe to this blog and you’ll receive an email every time I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page.
Super Library Marketing: Practical Tips and Ideas for Library Promotion 
Is It Ever Okay to Hide Negative Comments on My Library’s Social Media Pages? How to Handle Trolls!
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The Library Marketing Show, Episode 142: In this episode, we’ll answer a viewer’s question.
Jennifer says her library has some followers that regularly comment on their posts, but never say anything positive. She wants to know how to handle those repeated negative commenters.
Kudos in this episode go to the Fremont Area District Library. Watch to see why they are being recognized.
Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know in the comments. And subscribe to this series to get a new video tip for libraries each week.
Thanks for watching!
Subscribe to this blog and you’ll receive an email every time I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page.
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