Expert Advice

Expert Advice on How to Work Diversity Into Your Library Marketing

A few months ago, the Urban Library Council’s Marketing and Communications team organized a conference call with library marketers across the United States. Part of the conversation focused on diversity in library marketing. It’s an important topic and frankly, I had nothing to contribute to the conversation. In fact, I’m embarrassed by my ignorance. Libraries serve a diverse population. Why haven’t we done a better job of working that into our marketing?

This year, my staff began a concerted effort to include more diverse faces and stories in our marketing. But I had this nagging feeling that there was a lot more we could do. I just didn’t know where to begin or how to frame my thoughts. The ULC conference call made me realize I wasn’t alone. It also made me realize that there is an expert in this area; a library marketer who has pushed her team and her library to look for ways to be inclusive on all fronts of marketing.

Kim Crowder established a communications department as Director of Communications for the Indianapolis Public Library. She is the winner of multiple national awards for her work and has spoken on panels and given talks covering a variety of marketing and communications topics. Prior to her role at the library in Indy, she spent 15 years working in marketing and communications for several Fortune 500 companies and was a published journalist for one of the largest newspapers in the United States. Her experience includes working with national and international media on outlets such as Conde Nast, The Oprah Winfrey Show (Yes, she met Oprah!), MTV, BBC London, CBS News, The Learning Channel and more.

Kim believes diverse points of view, flexibility, and creativity are keys to producing the best marketing and communications strategies possible. Kim took a lead role in the conversation on that ULC conference call and afterwards, I asked her to share her thoughts on diversity in library marketing with us.

Libraries inherently serve a diverse population, yet we don’t always include diversity in our marketing. There’s a bit of a disparity there! Why is diversity in marketing important for libraries? The populations we serve are diverse, and our marketing efforts should be inclusive and truly represent our audiences. This is basic marketing 101. And I’m not talking about only focusing on certain populations for certain services and events. That should happen too, but this is more a conversation about overall strategy. Typically, public funding pays for libraries, which means acknowledging citizens of ALL backgrounds, because it is their dollars that keep our lights on. And we are all (or should be) aware of campaigns such as #weneeddiversebooks. Also, the American Library Association cites equity, diversity and inclusion as key action areas. For us to be unified on this topic, we must embrace it fully.

As our country becomes more diverse in a plethora of ways (not only regarding race) and knowing that it is predicted that in 2040 we will be majority-minority nation, libraries must plan now to stay relevant in the future. To do that, we must demonstrate our necessity and make as many people as possible aware of our benefit to their lives; it makes good business sense to be inclusive. Diversity in marketing is a needed and necessary aspect that must be earnestly examined and executed. And frankly, it’s the right thing to do, period.

Diversity in marketing is more than just making sure we include people of different races, religions, and abilities in our marketing photos and campaigns. What other ways can we market to a more diverse audience? This is a great question! Here’s where nuances matter. For instance, knowing what is important to certain populations and targeting specific programs and services to those markets by using the language, messaging, and imaging that most speaks to them is imperative.

An example of this would be to create marketing campaigns that are translated into different languages and really working with a native speaker (if possible) as well as a translator, to be sure the interpretation is correct, including knowing which regional dialects are most common in your market. Also, being aware of the vernacular that is correct when addressing the LGBTQ+ community, such as using sexual orientation instead of sexual preference. Making sure that you are aware of holidays and times of celebration and using social media to point to those is paramount. These are only a few ways to reach audiences in ways that are respectful and inclusive. It really is about intentionality and research to respect different groups within your service area and to make sure you have a real sense of who those segments are.

Will diversity in library marketing help to change the mindset of communities and how people view their fellow citizens? What an interesting thought! My answer is that it could help, absolutely. Change takes time and a village, and libraries can certainly contribute to the greater conversation. And remembering that diversity includes more than race, disabilities, socioeconomic status, gender, etc., but also includes experiences as well, should be acknowledged and considered. The more commonalities within humanity that are highlighted, the better.

Think on themes such as wanting great educational tools and programs for kids; a place anyone can feel safe to learn freely; and the ability to find books, movies, music, and more that speak to people’s core values. All these are ways to make library services more connected on a human-interest level to the populations in which we serve. The more stories that are shown using real customers, the more engaging. Finding a way to create emotional connection, whether through video, a news story, social media, community partnerships, print materials, blogging, etc., is key, and can certainly create an environment of shared interests. At the end of the day, we are all people, and finding that common thread using diverse representation is the way to go.

How do we convince our library colleagues that diversity in all areas that the library touches, like programming, exhibits, and services is important to our mission and to our cardholders? Everyone receives information differently, so think about the myriad of ways in which this fact can be demonstrated. Whether it is through anecdotes about individuals we serve or looking at pure data to find out the population breakdown in your service area, this case is best won by combining these different forms of information so that people can get a full view of the importance of diversity and inclusion.

And having them think through target audiences as they are planning services, exhibits, programming, etc., allows real dialogue about who these different groups may be so that the conversation of diversity is immediately valuable to the person doing the planning. And convey the message again, and again, and again, throughout your department and the system overall, as well as finding staff who will be ambassadors who speak to this as well. The more managers who are on board and empowered to pass along this information to staff, the better. Particularly, we have an African American History Committee and a LGBTQ+ Committee, run by staff members, who plan events and speak on behalf and are allies of minority groups.

What role does diversity in staffing play in the way libraries market themselves? Let’s start by acknowledging the elephant in the library world. Most of the workforce in libraries only speak English, are women, white, and not considered disabled, so naturally, there are going to be blind spots. Blind spots would be so no matter who the majority were. There are, however, some real statistics about why a diverse workforce is so important. And diversity is at its most valuable when gender, ethnicity and sexual orientation are combined with acquired diversity that is gained from experiences like living and working abroad or regularly interacting with a marginalized group. There are also statistics that state a lack of diverse leadership means women are 20 percent less likely than straight men to receive support of their ideas; LGBTQs are 21 percent less likely; and people of color are the most vulnerable at 24 percent.

The impact is that staff who would notice missteps in the way a group is messaged to or represented in campaigns, including recognizing lack of representation, may go ignored because they do not have the support when they do speak up. Having several points of view in any situation is extremely helpful, and a more diverse staff who can contribute and truly be heard, naturally creates an environment for this.

Can you give us some examples of how you have worked diversity into your marketing at the Indianapolis Public Library? We are constantly working on this, and it isn’t always simple, comfortable, nor easy. In 2018, all my staff participated in a racial equity training given by a third-party community partner that was extremely eye-opening for all of us. I wanted us to have context as to why we were focusing more heavily on this topic and to be able to has some real data on the issues. The first step was to be willing to openly have conversations around this, and to invite others to do so, resulting in bettering our marketing and communications efforts.

Regarding marketing tools, social media is a big part of how we do this; particularly focusing on highlighting diverse materials and topics in posts and event listings. Using kid-focused materials is a great way to introduce diversity to wider audiences, as it tends to disarm people a bit more. Also, making sure that we use videos to tell stories about our patrons being touched by library services is major strategy. We highlight users from all walks of life, knowing that stories connect on a human level, even beyond initial differences.

We are extremely conscious of this when in situations such as building a new branch or closing one in a neighborhood that is largely minority or has high numbers of residents below the poverty line (this is happening currently, and it’s not easy nor pretty). The goal is to always respect and honor people and that community overall, no matter what. And equally as important, being sure to position the Library as a support to those communities, not a savior or a “fixer.” We must be sure we are always viewed as a partner coming alongside those who are already doing great work and living in these communities. We are supporters who are always actively listening. That means our messaging must uphold that secondary position in the most respectful way possible, and if we miss that mark, we are immediately transparent about it and ready to learn however we need to. We are here to serve.

Kim is a native of Houston, TX (and VERY proud of it), and a lover of music and social issues dialogues. When Kim is not enjoying her professional endeavors, you can find her singing at church or jazz at a bar (with the occasional musical and national anthem at a sporting event sprinkled in here and there), listening to podcasts and audiobooks, Latin dancing, brewing tea, attending an artsy event or live concert, shopping, enjoying the sunshine, or laughing hysterically with family and friends. Her Instagram is the bomb! You can also email Kim at Kimberly.Crowder@live.com and say hi!

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How to Unlock Empathy to Make Library Marketing Mean Something

Imagine the worst day you’ve ever had on the job. You probably remember what happened and the emotions you felt as you tried to deal with the situation. What helped you to work through it?

It’s likely you pulled aside a friend, a co-worker, or called your spouse or parent and vented about the day. Maybe you had an adult beverage and cooked your favorite food when you got home. Perhaps you took a bubble bath or went on a walk. Maybe you did all those things! In any case, the talking part–where you shared your day, the way you handled the situation, and your frustrations–is likely the one thing that made you feel significantly better. Talking with someone who sympathizes with you is infinitely more helpful than a bubble bath or a beer.

Margaret Magnarelli of Monster ran us through that mind exercise during this year’s Content Marketing World in her session on empathy in marketing. It’s so simple. But it made me realize that libraries are uniquely positioned to put empathy marketing to work. Magnarelli says by using the psychology of caring, we can amplify our content marketing results. It’s not that we shouldn’t use data to make more informed decisions, according to Magnarelli. But if we don’t combine facts with feelings, we’ll sacrifice relationships.

Research shows empathy in marketing increases engagement. Think about your personal Facebook feed. Every day, you are responding emotionally–with emojis, comments, and shares–to the thoughts, struggles, celebrations, and memories of your family and friends. Marketing with empathy is the same thing. When you respond with emotion to your cardholders, you create a bond that builds trust and loyalty.

Libraries have the resources, staff, and training to put empathy into our marketing–more so than many brands. It’s not a new concept to us. We do it every day, in every interaction with cardholders. You probably never even considered it. I certainly didn’t! Magnarelli says we can transition from day-to-day empathetic interactions to empathy in marketing. It’s really kind of easy. The first step is to listen to our cardholders.

Marketing advice always includes a line about how listening to your customers is important. But most of us are not actually practicing deep listening with our cardholders. Deep listening requires you to shut off the internal voices that start defending your library and your marketing while your cardholder is trying to make a point. Shut off that inner voice that says “Yes, but…” when a cardholder explains a problem they have a problem, concern, or a need. Don’t listen for the things you or your library board or the front-line staff want to hear. Listen with no preconceived notions.

The more you’re exposed to your cardholders’ feelings, the more you can mirror them. When you mirror their feelings, you can create solutions to their problems. Then you can market those solutions. Magnarelli explains it like this: When a good friend listens to your problems, they usually ask you questions about your issues. They don’t try to insert themselves into your conversation. They want to understand your challenges. They validate what you say. “Yes, your boss is a jerk.” “Yes, your co-worker is acting inappropriately.” “Yes, that way of doing things seems very inefficient.” Then the friend will usually suggest a solution. You feel better. The next time you have an issue, you open up to that friend again because you remember they helped you solve the first problem. That’s what we want in marketing–for our cardholders to come back to us because we listen, validate, and solve problems!

Once you’ve listened to your cardholders, you need to validate their concerns. This action builds trust, according to Magnarelli. Be sure to say, “I understand the problem.” Magnarelli says that simple phrase, called the echo effect, is scientifically proven to increase rapport and likability. Magnarelli also suggests using the word “you” in your blog, email, and social media post headlines. Insert sentences that show they understand where the customer is coming from.

Once you know what the problem is, and you’ve validated it, you can take marketing action. Your marketing messages can teach cardholders about solutions to their problems that incorporate your library. You can inspire your cardholders to do good works. You can focus on the positive aspects of your library–not the negative aspects of your competitors.

The problem and the solution don’t have to be something profound or grand. It can be something simple. I have an example of this from a recent email campaign. My library has a personalized reading recommendation service called Book Hookup. Cardholders use a form on the website to tell a librarian what books and genre of reading they like. Then the librarian gives them three personalized reading recommendations. When we send the emails promoting this service, I try to use empathy in my subject lines. To parents I say, “You’ve got a lot to do. Let us pick out your next favorite book.” To teens I say, “Read something YOU want to read for a change. Let us pick something based on your favorite books.”

It sounds silly and basic. But empathy in marketing is effective. To your cardholder, it feels less like promotion and more like help. You can lead your cardholders to a solution. That makes the world a better place. And knowing that you’ve made the lives of your cardholders a little better will make you feel good too. After all, we work in a library because we want to help people and change the world!

Now, I need your help. I want to write a post about self-care for the library marketer. What do you do to make sure you don’t lose your mind when you market your library? Please fill out this form to share your tips for other library marketers. What do you do at work and at home to maintain your sanity? If you don’t wish to share your name or where you work, just say so in the appropriate lines. Thanks!

October 22, 2018 0

Be the Best Library Marketer! Take These Free Courses

I love to learn. I’m lucky that my library ties performance management goals to learning. So, I am professionally rewarded for doing something I love. But the real value is seen by my cardholders. When I learn new ways to do my job, I do a better job of connecting with my audience. There is also a value for my staff members. When I learn new marketing techniques, I can pass that knowledge on to my direct reports. Learning has a ripple effect–everyone benefits!

Most library marketers face two major obstacles to continuous learning. The first, of course, is time. We’re all so busy that we can’t setting aside the time to take an online or in-person course. Also, most libraries don’t have a budget for professional growth and development (unless you want to get your Library Science degree.) But continued professional learning opportunities are a priority. If your library is going to stay competitive and creative, you need to be a continuous learner.

Time and money are no problem with this seven websites I’ve discovered. Each contains free classes where you can learn new marketing skills. Almost all take about an hour a session. So now, you have no reason not to keep up to date with changes in the industry, become a better writer, improve your email skills, and practice content marketing strategies!

Lynda.com. My favorite website for professional development courses, because you can basically learn anything you need to do a better job at library marketing. There are courses on social media, GDPR, photography, graphic design, ideation, time management, generational marketing, using Excel… etc. Thousands of libraries across the country offer Lynda.com for free to their cardholders. Your library, or one near you, probably offers access. It’s under-utilized. USE IT!! Courses are well-constructed. Skill levels are marked so you can gauge whether the course is right for your needs. Most classes run about an hour and a half. If you only watch one a month, that’s more than 12 hours of training you’ll get over a year!

Hubspot Academy. I’ve completed two courses in the Hubspot Academy–Inbound Marketing and Content Marketing. They were free. Each class is about 45 minutes and comes with free downloads to supplement the online portion. At the end of each class, you take a practice quiz to test your skills. At the end of the course, you take a test and if you pass, you receive a certification that you can put on your resume, social media accounts, and LinkedIn profiles.

Copyblogger’s Internet Marketing for Smart People. I just learned about this! It’s a free, 20-part course that covers four areas of digital marketing: relationships, content marketing, copywriting, and product marketing. I’m planning to take this course in a few months and I’m super excited. It comes with weekly newsletters. And I’m familiar with Copyblogger from their blog and social media presence, so I know their expertise will add value to my library marketing.

edX: I also love this site, which offers free online courses from top universities around the world. Their marketing course offerings are impressive! You can take classes in market segmentation, data analysis, and social media. There’s even a public library marketing course offered by the University of Michigan. Most classes are free, but you can pay about $50 and work toward a certification, which is great for your resume! Courses take about two to three hours a week for about a month to complete.

Udemy: Here’s another site I just stumbled across. Filter the search options to show you free marketing classes. There are pages and pages of options, from evaluating digital marketing statistics to how to write your own social media strategy.

Facebook Blueprint: That’s right. Facebook offers a whole host of free courses to help you figure out the best way to use their product. They’ll teach you pretty much anything you want to know about Facebook and Instagram, including how to use Messenger, build awareness, and promote your Library’s app. I know it’s easy to be cynical about anything Facebook offers for free. But this is legit, and it makes sense for them from a business perspective. The better you are at using their platform, the better the experience will be for your user. So take advantage!

Skillshare: I like the “trending marketing courses” section, which contains new and popular course. If you want to see what’s changing in the industry and be current on your skills, start with that section first. Courses take about an hour and are easy to follow with beautiful graphics. Some courses are taught by well-known marketing professionals, like Gary Vaynerchuk and Rand Fishkin.

For more ideas about how to improve your marketing skills, read this post about How to Become a Better Library Marketer.

September 17, 2018 0

The Best Advice for Library Marketing From CMWorld 2018

I wrote this post while sitting in my hotel room at the end of a week in Cleveland, Ohio at Content Marketing World. My brain is packed with ideas. My laptop battery is dead. Everywhere I look, I see orange. My iPhone says I’ve gotten about 13-15,000 steps a day and I didn’t even do my regular morning walk!

Content Marketing World was fantastic. I saw old friends and made new ones. And I’ve got plenty of new material to research and share with my fellow library marketers. But first, I want to share the quick takeaways from the presenters I saw. These are some pieces of advice that you can implement at your library right away.

Robert Rose, Chief Strategy Advisor, Content Marketing Institute: 38 percent of marketers have a documented content marketing strategy, according to the latest research from the Content Marketing Institute and Marketing Profs. That’s up a bit from 2017 but still not very high. Write down a content marketing strategy for your library. A written strategy helps remind you every day of what you are working on. It makes you accountable for results.

Joe Pulizzi, Founder, Content Marketing Institute: It only takes three things to be successful in your career. Step one is to write what you want to do. Set specific dates for when you will achieve those goals. And make sure you are serving others in your life.

Andrew Davis, Author, Brandscaping & Town, INC.: We are always told to keep our content short because our audience has the attention of a goldfish. QUIT BLAMING THE FISH. Our audience is capable of paying attention for as long as we can grab and hold their attention.

Michael Brenner, CEO, Marketing Insider Group, and Chief Marketing Officer, CONCURED: Marketing has a marketing problem. We are the cause of that problem because we create stuff that as consumers we wouldn’t consume, stuff no one wants.

Brian Massey, Conversion Scientist at Conversion Sciences: We must be aware of the bias we have for marketing tactics that have worked in the past. Data will tell you when something isn’t working. Listen to the data!

Cassandra Jowett, Director of Content Marketing, Pathfactory: Services like Netflix, Amazon, and Uber are influencing the way our buyers interact with companies. Everyone expects to have an on-demand experience in all aspects of their lives. We need to accommodate those demands.

Courtney Cox, Manager, Digital Marketing, Children’s Health: By 2020, 30 percent of web browsing sessions will be done without a screen. Voice search will dominate the way we gain information on the internet. That means if you live in the second or third result on Google Searches, you won’t get read out on any voice-activated device. We must place a priority on getting into that first position on Google.

Rachel Schickowski, Employee Engagement Manager, Rockwell Automation: Employee engagement should be a top priority at your library. When employees are engaged, they give a better experience to customers.

Ann Handley, Chief Content Officer, MarketingProfs: The most important part of the newsletter isn’t the news. The most important part is the letter. Editorial content performs way better than straight-up promotional mailings alone.

Dewitt Jones, photographer for National Geographic and other top publications: When passion and creativity exist, discipline and commitment are not an issue. Celebrate what is right with the world.

Kathleen Diamantakis, Managing Director, Strategy, T Brand, The NY Times: Cardholders are looking for something deeper and more meaningful when we engage with brands. They are discontent with content. There is an epidemic of meaninglessness in content.

Andrew and Pete, Founders, Andrew and Pete: There are always going to be bigger marketing teams out there that have bigger audiences, and that dominate search. They have giant budgets. Statistically speaking it’s impossible for your library to be the best. But there is another way to stand out. That’s by being better or different!

Jenny Magic, Senior Digital Strategist, Springbox: When you pitch a new idea or service to your co-workers, you can agree on how to move forward if you involve everyone in the process. Redefine resistance as a positive thing. Dissent is a source of breakthroughs.

Tim Schmoyer, Founder, Video Creators: YouTube wants you to serve the right video to the right person at the right time. If you craft video content that does that, YouTube will elevate your video and more people will see it.

Margaret Magnarelli, Vice President, Marketing, Monster: In order to really engage our cardholders and get them to be loyal to us, we need to practice empathetic listening. It’s not that we shouldn’t use data to make informed decisions. But if we don’t combine facts with feelings, we’ll sacrifice relationships.

Tina Fey, Actress, Producer, Writer: Trust your gut. It’s always better to put it out there!

September 10, 2018 0

Six Shrewd Ways to Spot Trends For Your Library Marketing

Contrary to popular belief, librarians are trendy! I’m not just talking about the physical sporting of tattoos, body piercings, and colored hair. I’m talking about the more important stuff. Most librarians know how to work all kinds of advanced technological equipment like 3D printers. They are well-versed in the latest studies about public space, childhood literacy, mental illness, and poverty. Because they interact with all ages of the public all the time, they often see issues like the opioid epidemic, emerging before anyone else. They have inside knowledge about how trends affect the lives of their cardholders.

It’s important to library marketing pros to spot trends too. We have to make decisions about whether to react. So how do you keep an eye on the things that matter to your cardholders? Here are six easy tools for keeping up-to-date on trends of all sorts.

Facebook Topics and Trends Report. This annual report is worth your time. It’s a yearly summary of the most popular conversations happening on the platform. This report covers everything from culture to technology to food. It’s useful for planning your marketing calendar. You can take any of these topics and apply it to items and services available at the library, then work those into your marketing plan. Use keywords and suggestions in this report to boost the engagement of your posts on Facebook, Instagram, and beyond.

Google Trends. This tool is a lot of fun! Type in a keyword and get a picture of what people are talking about related to that word. It will even drill down on data, showing you specific searches, timelines, and places where that term is searched. I often use this tool to search book titles or authors, seasonal keywords, or pop culture references to get a more accurate feel for how many people are talking about them.

What is trending on social media platforms? Most of the major social platforms now have an area where you can check keywords or trending topics. Do so regularly. Then use those trending topics to curate posts from reliable sources. Pick content that is appealing and relevant to your audience. Even if you don’t immediately find a way to use the ideas you find on these social channels, checking them keeps you connected to the things that matter to your users. Twitter is a great place to discover the topics used in social conversation specific to your geographic area. The Pinterest trending section is a feast for the eyes but can also show you the kinds of Pins that are getting engagement so you can mimic that success or share them with your followers. There is ALWAYS a booklist in the Pinterest trending feed that you can repin, as well as tons of fun craft and program ideas for your librarians! Snapchat’s Discover section will help you keep up to date on pop culture so you can market your items and services, like streaming music and downloads, and appeal to that coveted younger audience. Ditto with Instagram’s trending section.

What is trending in the podcast world? Every month or so, I open my podcast player and check the trending podcast list. Why? Podcasts are a commitment. If the public is taking the time to listen to 20 minutes of talk about a particular topic, then it might be something we want to pay attention to!

Ted Talks. The nonprofit is dedicated to spreading ideas that are worth talking about. New talks appear several times a week. If you don’t have time to actually listen to all the talks, a quick check of the topics will give you a sense of the kinds of technology, humanitarian, and educational ideas flowing into mainstream thought.

What questions are your librarians getting? Every once in a while, I’ll email the manager of our Virtual Information Center. That’s the department in my library that takes all the calls and chats from the public. I ask for the top ten questions they’re getting from people and then I use that list to create content to answer those questions. It’s easy and it directly impacts your users (and your staff!).

June 18, 2018 0

Introducing the Nine Blogs That Will Make You a Better Library Marketer

(Read time: 2 minutes, 28 seconds)

I am a fan of blogs. God bless the internet, it’s the best way to keep up to date on everything–food, fashion, the news, and the changes in library marketing. And, as much as I am also a fan of books of all kinds, I am not a fan of marketing books! The landscape of this profession changes fast. Unless it’s a philosophical take on marketing, most marketing books feel out of date within a year or two of publication.

Instead, I get my advice from blogs. So I’ve listed the nine blogs I recommend you read to stay on abreast of all the news in marketing. For the best use of your time, sign up for the email newsletters offered by these sites. Most will let you choose which topics you like to hear about and will send you content at the frequency that’s best for you. Set aside time on your calendar every day to read the content shared by these blogs. It’ll be time well spent. I’ve listed them in alphabetical order.

The Content Strategist

This blog features interesting articles broken into categories like storytelling, strategy, and ROI. They also post inspirational articles, which I love to save and read on days when I feel like my work is not having the impact it could or should.

Content Marketing Institute

At first glance, you might be intimidated. This blog is aimed at C-Suite or executive level marketers. But it’s good to read this advice even when you’re a little guy! There are always pieces of their strategy and bits of advice you can pick up and mold to work for your library. And the writers of this blog always seem to see the trends in consumer and business marketing before any other experts. Also, when you sign up for this newsletter you’ll get notifications about CMI’s free webinars. They have the most helpful webinars of any company in the marketing space.

Coschedule

I found this blog after using their online tool for writing better headlines. It’s among my favorites. Coschedule creates a lot of useful templates and writes easy-to-read, concise instructions on how to use them and how to improve your marketing.

The Daily Carnage

I read this one for laughs, good advice, and a lesson on how to write with humor and still be taken seriously.

Hubspot

Hubspot also gives away a lot of free templates and online courses that have tremendous value. Their blog posts cover a range of topics and are fun and insightful.

Mashable Marketing

One of my favorites by far. Their content is easy to read and interesting. They cover topics from social media to graphic elements to equipment to how pop culture affects marketing. It’s also written very, very well. This website is daily appointment reading for me!

PR Daily

If you sign up or bookmark just one blog from this post, this should be it. It’s essential for library marketing. This blog contains everything you need to know about public relations and the media. You have my permission to stop reading and subscribe to this one now. Then come back. Please.

Social Media Examiner

When I interview candidates for a social media position, I asked them where they get their news about social media. If they name this blog, they get a big A+ from me. Read it AND listen to Michael Stelzner’s podcast to get the best advice on social media from the industry’s best minds.

Spin Sucks

This blog offers a lot of helpful PR advice with a mix of fun posts designed to stretch your creative brain and general marketing advice. I really look forward to their daily email newsletter. I always learn something!

What is your favorite marketing blog? Please share the name in the comments so I can read it too!

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, Instagram and Pinterest. Views in this post are my own and do not represent those of my employer.

May 14, 2018 0

Best Conferences For Library Marketers in 2018

(Read time: 3 minutes, 50 seconds)

School is almost out and summer reading is underway. I hope your workload is lighter during this time of year! It’s now time to start thinking about your personal and professional growth. And it’s time for my annual list of the best conferences for library marketers!

A good conference experience can be a life changer. It can energize you, give you new ideas, and make you fall in love with your chosen career again. If you have money in your budget to attend a conference, I recommend you chose one of the following selections. I’ve picked them based value for the cost, relevance of the topic, and reputation of the lead organizers.

VidCon

June 20-23 in Anaheim, CA

My husband works for a non-profit hospital as a videographer and he attends this conference. He learns about social media, video, and other marketing tactics from some of the top content creators in the marketing industry. If you are want to bring young people into your library or connect with them (I’m talking to you, university and school librarians!) then this conference is for you. And tickets are pretty cheap–the creator pass is $200 through June 8.

American Library Association

June 21-26 in New Orleans, LA

ALA continues to improve the marketing track at their premier conference. Topics this year include branding, marketing to teenagers, serving the immigrant population, creating a marketing plan and strategy, best practices for video marketing, and much more. This year’s keynote speakers include Viola Davis and Doris Kearns Goodwin. I also have it on high authority that Emilio Estevez will appear at the conference to hold screenings of his new movie, the public, shot in my very own library–which means that attendees will get to see it before I do! ALA members pay $350 and non-members pay $460 through June 15.

Nonprofit Marketing Conference

July 16-18 in Washington, DC

With sessions from the leaders of Google Ad Grants and Caring Bridge, this conference is informative and inspiring. It’s run the American Marketing Association. It will teach you how to use your small budget and limited resources to create a brand strategy. You’ll also learn how to improve your social media game and show the true value of your library in your marketing. After the conference, you’ll get an eBook with key takeaways to refer to the rest of the year. Registration is $949 but if you register before June 18, you save $100.

Social Media All Day Conference

July 19-20 in Charleston, South Carolina

Forbes calls this “the most collaborative social media conference.” The speaker list includes experts from food, fashion, journalism, and tech. Sessions promise to teach you how to engage audiences and create lasting connections with people. You’ll also learn how to build your brand on social, both for your library and for yourself! I recommend getting the Industry Badge, which is still a steal at $300. That gets you access to all the conference areas as well workshops and networking sessions.

Content Marketing World and Expo

September 4-7 in Cleveland, Ohio

Regular readers know how much I love this conference. I’ll be attending for the fifth time this year. CMWorld is a jam-packed series of events for marketers of all levels and interests. I come home with pages of notes and new ideas. This conference focuses on the art of storytelling and how to use content to build trust with your customers. But they also have sessions on video marketing, social media, strategy, and public speaking. You’ll learn a full range of new skills. Tina Fey is the keynote speaker this year, as are Andrew and Pete, my favorite marketing video creators from the UK. Early bird registration ends May 31 but if you email the conference, they can give you a 40 percent non-profit discount, which makes the ticket around $800. I know that’s a lot of money for libraries but it is so worth it.

Nonprofit Storytelling Conference

Oct. 16-17 in Orlando, FL

This conference is jam-packed with sessions that will help you turn your library’s story into a marketing strategy. You’ll learn how to write a compelling headline for your email newsletter and how to use Facebook live to raising the profile of your library. All the sessions are recorded, so if you can’t actually travel to Florida you can still “attend” the conference via video. Registration ranges in price from $995 to $1595 depending on which option you choose (video or no video) but if you register before July 13, you save $400, which puts it into the affordable range for many libraries.

Library Marketing and Communications Conference

November 14-15 in St. Louis, Missouri

The premier conference for library marketing moves to a new location this year and the organizers are energized! This is the fourth year for this conference specifically created to talk about marketing in the library space and the range of topics now includes all areas of the field, including fundraising, governmental advocacy, graphic design, workflow, and so much more. Plus networking with other library marketing professionals is invaluable! Registration begins this month (May). If you register before Friday, July 13, you’ll only pay $375. The full conference rate will be $450. They’re also taking calls for proposals through May 25. Sign up for the newsletter on the conference website to stay up to date with all the details.

May 7, 2018 0

Shrewd Marketers Challenge Conventions. So Should We!

I’ve thought a lot lately about how to approach library marketing in a new and fresh way. As my library creates and executes our strategy for summer reading, I am looking at each tactic and wondering if we can improve the marketing of this legendary initiative. According to the American Library Association, summer reading programs began in the 1890s as a way to encourage school children, particularly those in urban areas and not needed for farm work, to read during their summer vacation, use the library, and develop the habit of reading. That’s a long time to be marketing a program and I think the industry might be a bit stuck in terms of how we do it.

For inspiration, I’ve looked over notes from a session I attended at Content Marketing World. It was led by Doug Kessler, co-founder and creative director of Velocity Partners, a B2B marketing agency with offices in the U.S. and England. Doug’s session was inspiring. It was titled Exceptional Content–Challenging the Invisible Conventions of Marketing. I printed out my notes and have read them through each morning, then thinking about the points he made every time I need a brain break.

Kessler focused his session on a concept he calls invisible conventions. We have so many invisible conventions in libraries. These are the ideas and practices that library staffers hold as traditional and unchangeable. If you hear someone say, “But we’ve always done it that way”, you know you’re talking about their invisible conventions. Invisible conventions are powerful. Kessler says they guide and constrain us without us even knowing it.

We do need conventions. But we don’t need to be slaves to convention. Kessler says it’s our job as marketers to expose the hidden conventions in our institution and play with them. Libraries can’t be precious about their conventions because your cardholders aren’t. Conventions are a signal to your cardholders that marketing is involved–even if you’re trying to be sneaky about it. Your customers are smart, and they’ll put up their defense barriers.

Think about how you respond to marketing messages for invisible conventions. We’ve all developed a sense of when the pitch is coming and we run the other way! You don’t want to turn off your cardholders–you want to inspire them. But if you hang on to your invisible conventions for safety, you’ll never move forward in the marketing of your library.

Challenging your invisible conventions isn’t going to make you very popular, Kessler warns. And that’s okay. Your administration, leaders of other departments, even fellow librarians may have a strong reaction when you decide to challenge conventions. They are more comfortable with traditional marketing practices and they want you to create pieces that make them feel comfortable. Be strong. Take the long view. Persuade your co-workers that change is necessary and that safe marketing isn’t going to cut it with your cardholders. Your job is not to make everyone else in the library happy. Your job isn’t to make friends with everyone in you work with. Your job is to serve your cardholders, and you can only do that when you put your cardholders first. If that means you need to throw convention out the window, then it’s the best move. Don’t second guess yourself. When your instincts as a marketer tell you that something needs to change, you are right. Change it.

I’m reminded of advice I heard from another Content Marketing World speaker, Amanda Todorovich of the Cleveland Clinic. She confessed she’s made some people at the hospital unhappy with her relentless focus on the customer. She has a strategy and she often says “no” to people who want her to do conventional marketing. That means there are some folks she works with who don’t like her. Amanda is okay with that because she realizes her job is to serve the patients, not her co-workers. I draw inspiration from her attitude when I’m faced with having a difficult conversation with a co-worker. You can too! (Read my post about Amanda here.)

So how do you turn conventional marketing on its head? By doing more content marketing. Kessler says, thanks to the companies who came before us, the public knows marketing messages are often filled with compulsive and shameless lies (thanks, cigarette companies). Traditional marketing is all about the brand: a one-sided sales message. Content marketing, by contrast, is all about the audience. Content marketing rewards libraries for telling the truth. It’s focused on utility–how can we best help our cardholders. It delivers value, builds trust, and it gives our cardholders the power!

Kessler left me with a final thought: unconventional marketing can lead to great stories. Be straight, simple, conversational, and relevant. You will change hearts and minds.

April 16, 2018 0

More Amazing Tips For Guaranteed Success on YouTube

Video is an important tactic for library marketing. I really believe that. To help you make the leap to video, I’ve created a tutorial to help you set up and run your library’s YouTube channel. This post, and the one published last week, feature tips from Jonathan Stanley, who is the creative manager of online video content and production for Lowe’s. I attended a session led by Jonathan at Content Marketing World. Read part one here. It talks about cleaning up your current YouTube channel and creating a schedule and strategy for your library’s video marketing.

The next step is to decide which of the three basic types of videos you’ll want to create. They are:

Help Content: Also known as the “how-to” video, you can create this kind of video by searching your website analytics to see what your cardholders are looking for when they visit your site. What questions do they have? What services are they using? What web pages do they go to most often and what do they do once they get to those pages? You should also do a check of keywords used in searches in connection with your library, so you can see what people who might be potential customers are searching for. This keyword research will uncover the questions your customers and potential customers have. Then, use video to answer those questions! Help content builds traffic to your YouTube channel and library website. Here’s a great example that could be easily replicated by any library.

Hub Content: These videos are part of an ongoing series. They’re episodic or formulaic and recur consistently. They’re the “must watch” variety of videos we talked about in part one of this tutorial, like the “How to Cake It” series. These videos get people to keep coming back to your YouTube channel to consume more content. You can use hub content to start to build your brand’s voice and to really define what your library stands for. Once you decide on your publication schedule and the formula, these videos are pretty easy to churn out.

My library has an ongoing hub content series, called Virtual Storytime. We publish these once a month. They are have a basic formula and take about an hour to shoot and an hour to edit. They are easily replicated by any library.

Hero Content: These are the big productions that you probably think of when you think of YouTube videos. They should be used for a major launch of a product or service, the opening of a new building, or some other major event. Done really well, these may be the best performing videos on your channel. But they also take the most time (and money) to produce, so save them for major announcements.

Jonathan has a fourth type of video he thinks works well. He calls it Herd Content. To create herd content, ask your library cardholders what kind of videos they want to see from your library and then produce them! Herd content will increase engagement and make your cardholders feel like you’re giving them the help they need. Herd content is video your cardholders will actually use!

And now, after you’ve created your video, Jonathan has the following tips:

Choose the thumbnail picture for your video carefully. The thumbnail picture is the billboard advertisement for your video. Research shows that faces are more likely to be clicked on by YouTube users so choose a face over an object. If you are creating a series of videos, be consistent with the look of your thumbnail pictures (like you’ll notice my library does for our Virtual Storytime series). Settle on a look for the thumbnail and then replicate it for all the videos in the series. For another example of a channel that does a good job choosing thumbnails, check out Adam Ruins Everything.

Be sure to support your video as soon as you post it with promotion to drive traffic to your channel. The first 48 hours are critical to overall success. YouTube will reward you for something called “positive velocity”, which is total number of views your video gets AND the total amount of time your viewers actually spend watching the video in the first 48 hours. A negative number will actually hurt the next video you post, so you have to start supporting your video with promotion as soon as you post.

Stick with it! Most YouTube channels grow slowly at first. Don’t be frustrated by slow growth, as long as you are growing subscribers. Be sure to directly ask viewers to subscribe. Ask for comments too… they’ll drive more traffic to your YouTube channel.

February 19, 2018 4

Super Library Marketing: All kinds of marketing ideas for all kinds of libraries.

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