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The 5 Best Free Keyword Research Tools To Find the Perfect Keywords for Your Library Promotions (With Video Tutorials)

Photo courtesy Cincinnati and Hamilton County Public Library

A war is being waged 10 feet from my office window.

I love watching birds feed and listening to them chirp, squawk, and sing. I have a feeder that I’ve positioned so I can see the birdies enjoying their meal as I work.

But something is ruining my relationship with my feathered friends.

Some mornings, I come outside to find my oversized bird feeder, which I always fill the night before, COMPLETELY EMPTY. The seed is scattered all over the ground. And a scurry of squirrels are gorging themselves on the spoils.

The first time this happened, I did what anyone does in this modern era. I turned to the internet for help.

I typed “how to keep squirrels off my bird feeder” into Google. Suddenly I found myself down a rabbit hole (pun intended) with all the squirrel battle content you could ever want.

Repellant. Special bird feeders. Tips for installing slinkies on the pole to prevent climbing. SPIKES. Videos, advice, and products galore.

Why is it so hard to find tips on fighting squirrels?

The internet is a giant swirling vortex of content. According to Master Blogging, there are 7.5 million blog posts published every single day. (Thanks for reading this one!)

When you factor in social media posts, videos, website content, emails, etc., it’s no wonder your library has a hard time breaking through the noise. A search by anyone for anything is likely to turn up hundreds of results.

So how do you make sure your library content reaches the people who need it most?

Keywords are the key

When a community member is online, trying to find the source that will help them write a research paper, add branches to their family tree, or make a decision about whether to purchase a car, they need us to speak their language.

That’s where keywords come into play.

Keywords help search engines and social media algorithms understand what your content is about. They use those keywords to categorize your content and then match your content to people who are searching for it.

The right keywords make it more likely that the content you write will end up on the computer or mobile phone screen of the person who needs it most.

But you don’t have to guess at what keywords to use! There are tools to help find keywords to weave into your content. Here are my five favorites. They’re reliable, efficient, and free. I’ve made a video tutorial for each to show you exactly how to use them.

Spyfu

This website has a robust, free keyword research tool. You can use it without setting up an account or handing over your email.

Google Search Bar

The Google search bar allows you to see what content is rising to the top of Google’s algorithm. You can work keywords or phrases from those top-performing content pieces into your promotions.

Don’t forget to scroll to the bottom to see “people also search for,” which I find to be extremely valuable as a source of more keywords.

Google Keyword Planner

You can also use Google’s more robust Keyword Planner to search for keywords. The Keyword Planner is intended as a tool for buying Google ads but I find it to be an insightful way to find keywords for my website and social media.

Here’s a quick video to show you how both the regular Google search bar and the Google Keyword Planner work for sourcing keywords for library promotions.

Wordstream

This free tool gives you 25 keywords… more if you’re willing to provide them with your email. They’ll also show you the search volume for the phrase and the level at which you’ll compete with other content for attention. Type in your opening phrase and choose “All industries” for the best results.

Moz

This free keyword tool shows top suggestions, monthly volume, organic click-to-open rate, and difficulty ranking for any key phrase you search. You can get more robust suggestions if you hand over your email.

Whatever tool you use, the keywords you uncover should be placed in your blog headlines, in the text on your website, and in your social media posts.

But Angela, did you defeat the squirrels?

Yes, I did with the help of three slinkies, a 7-foot pole, and a baffle, which is a cone-shaped device that stops the squirrel from climbing up your pole to your feeder. I knew of the existence of baffles, but I had no idea that’s what it was called. But thanks to keyword research and placement by the vendor, I found it. Now my birds can eat in peace.

Note Mr. Squirrel, who is now relegated to picking up seeds from the ground.

P.S. You might also find this helpful

Finding the Perfect Name for a Library Program: A Checklist and Tips for Using AI

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Here’s a Reasonable Way for Libraries To Promote Lesser-Known Services so You Can Stop People From Saying, “I Didn’t Know the Library Had That!”

Watch this video now

#LibraryMarketing Show, episode 250

Library marketers want to make sure that their entire community knows everything the library has to offer. That’s a tall order.

Is it even possible? I have some advice about that today that may surprise you. We’ll get into it in this episode.

Plus we’ll give away kudos to a library that created a one-of-a-kind QR code with a complimentary campaign to educate the community about their offerings!

Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know here. And thanks for watching! 

Miss the last episode? No worries!

Will I see you soon?

Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

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Update on Fighting the Endless Poster-Flyer-Sign Cycle: How To Explain Strategic Print Promotions

Watch this video now

#LibraryMarketing Show, episode 244

I posted a video five years ago about fighting back against the endless flyer-poster cycle. It ended up being the most popular video I’ve ever made.

I have an update! In this episode, let’s dive deeper into using print promotions smartly and strategically.

Plus I’ll give kudos to a library using email to market special services to educators.

Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know here. And thanks for watching! 

Miss the last episode? No worries!

Will I see you soon?

Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

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⏱️Here’s an Easy Trick To Share a Consistent Message Across Multiple Library Marketing Channels and Save Time!

Watch this video now

#LibraryMarketing Show, episode 242

One of my viewers is struggling with consistent messaging. They are wondering how to promote something across multiple channels without rewriting the text every single time!

This is a great question. And there’s a little trick you can use to save time and effort. I’ll share it with you in this episode.

Plus kudos go to a library for press coverage they received for their new RFID checkout stands. I’ll explain.

Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know here. And thanks for watching! 

Special note for viewers: The next episode of The Library Marketing Show will be released on Wednesday, June 5.

Miss the last episode? No worries!

Will I see you soon?

Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

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Library Marketing Year in Review: The Top 10 Pieces of Advice for Library Promotion

On this holiday week, I wanted to let my loyal readers catch up on the most popular Super Library Marketing posts you may have missed.

Top Posts of 2023

#1: A Major Research Study Sheds Light on the Reading Habits of Millennials and Gen Z: What the Results Mean for Your Library Promotions

#2: 5 Surprisingly Easy Ways to Write Email Subject Lines That People Actually WANT to Read

#3: Putting ChatGPT to The Test: Will It Help Your Library With Promotions?  

#4: You Don’t Have To Be Cool To Promote Your Library to Teens! Here Are Seven Seriously Easy Ways To Connect With Gen Z

#5: The Dreaded Library Annual Report: How to Create a Masterpiece that Showcases Your Library’s Value and Inspires Your Readers

Top Episodes of The Library Marketing Show of 2023

#1: A Former TV Star May Use Your Library as a Publicity Stunt: How To Prepare Now Through Promotions 

#2: Is This the Beginning of the End for Social Media Marketing at Your Library? 4 Ways To Prepare Now! 

#3: Controversial Opinion: Why Your Library Should Stop Using the “R” Word in Your Promotions (Please!) 

#4: The Best Advice From the Top 4 Library Marketing Professionals

#5:  Be More Like Walmart! How To Build Library Marketing Success Like a Giant Retailer

I hope you are looking forward to 2024 as much as I am. We’ll be tackling new library marketing and promotion subjects. I welcome your suggestions.

Special note: there will be no post on Monday, Jan. 1, 2024. 

PS Want more help?

Two Key Areas of Marketing Focus That Will Deepen Your Community’s Loyalty to Your Library and Create the Truly Engaged Library User

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Another Potentially Controversial Video: 4 More Library-Centric Words To Eliminate From Your Library Promotions 🥺

Watch this video now

#LibraryMarketing Show, episode 217

A few weeks ago, we talked about eliminating the word “resource” from your library marketing. That video started a conversation that resulted in a whole list of words to eliminate from your library marketing vocabulary.

Get the list and the reason why this change is so important (I promise I’m not trying to be a pain… there is a good reason) in this episode!

Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know here.

Thanks for watching!

Miss the last episode? No worries!

Will I see you soon?

Subscribe to this blog to receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

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A 13-Year-Old Kid Gives Library Marketing Advice About YouTube. Is He Right??

Watch this video now

#LibraryMarketing Show, episode 212

The 13-year-old son of one of my viewers has been giving some library marketing advice to his mom and to others. He says libraries should be posting on YouTube Shorts.

Is he right? I’ll let you know whether this kid is a future library marketer in this episode.

Plus someone will receive kudos!

Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know here.

Thanks for watching!

Miss last week’s episode? No worries!

Will I see you soon?

Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

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Your Library Promotions Are Probably Missing One Essential Step for Success. No Sweat! 😅 Here’s How To Fix It.

Photo courtesy Cincinnati and Hamilton County Public Library

This week I want you, my dear reader, to make me a promise.

Please, for the love of all that is wonderful and majestic about libraries, add one critical step to your library marketing and promotions.

I want you to start setting goals.

Now, I know this may make you sigh/scream/cry/get angry at me. I know you are incredibly busy. I know you are trying your best every day to create effective library promotions. And I want you to have ALL the success possible.

Which is why I am asking this tiny but incredibly important thing of you.

Goals are an absolute necessity for library marketing success. Full stop.

And they will make your work EASIER for you. I promise.

Why you should set goals for your library promotions

Goals will help you:

  • Focus your efforts, allowing you to measure your progress and determine whether your promotions are successful.
  • Establish priorities so you can show your supervisors, your co-workers, your community, your donors, and yourself where your energy is best spent.
  • Stay motivated. Goals will help you identify your successful promotions so you can repeat them and create more success!
  • Reach your library’s overall strategic goals more quickly.

Where to start with goal setting for library promotions

Your marketing goals should align with and support your library’s overall strategic goals.

For example, let’s say your library’s strategic plan includes an objective to improve the kindergarten readiness of children in your service area. A goal you could set for your library marketing is:

To increase the circulation of our library’s picture book collection.

But that goal isn’t quite good enough. To turn this from an okay goal to an effective, meaningful marketing goal, you have to add two things:

  • A number to reach for
  • A time frame for reaching your goal.

Here’s your new, more meaningful goal:

To increase circulation of our library’s picture book collection by at least 10 percent before June 30, 2024.

Here’s another example from a real library. The Buda Public Library’s strategic plan includes this objective: “Create and circulate Maker Kits, for wider accessibility of the library’s technological resources.”

Their library will likely do all sorts of things to promote the Maker Kits: emails, social media posts, bookmarks, and more.

A meaningful goal they can (and should!) set is:

To get 100 checkouts of our library’s Maker Kits in a 12-month period.

See how easy that is?

The most important thing to remember about goal setting for library marketing is to define what you want to do specifically.  

Do you want to increase circulation? By how much? And in what time frame?

Are you looking to boost the use of a certain part of your collection, like your digital materials?  By how much? And by when?

Are you trying to get more people to participate in your event? What percentage increase in attendance do you wish to achieve in what amount of time?

You can set both long-term and short-term goals for library marketing success. A long-term goal might be to get 500 downloads of your library’s new app by December 31st. A short-term goal might be to increase Kanopy streams by 25 percent before the end of the month.

One important question to ask yourself

A key element of library marketing goal setting is to make sure your goal is realistic. If your goal is too far-fetched, you and your coworkers may end up feeling demoralized when you fail to achieve it.

For example, if you try to double traffic to your library website in a month, you are likely setting yourself up for failure. Instead, ask yourself this question when you are setting goals: Is this goal ambitious AND achievable?

The final step

Once you’ve set a goal, write it down.  Why? Studies show the most successful people write their goals down on paper!  

More advice

Paid Partnership for the Win! How a Library System Turned a Holiday Tradition Into an Opportunity To Reach New Library Marketing Goals

Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

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Controversial Opinion: Why Your Library Should Stop Using the “R” Word in Your Promotions (Please!)

Watch this video now

#LibraryMarketing Show, episode 211

This one may be controversial but…

I want you to stop using the “R” word in your library promotions.

What is the “R” word, and what should you say instead? I’m going to explain in this episode.

Plus someone will receive kudos!

Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know here.

Thanks for watching!

(P.S.)

Miss last week’s episode? No worries!

Will I see you soon?

Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

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