You know the line: Why go to the library? Everything’s free online. Well, today we’re calling that bluff.
Because spoiler alert — everything is not free online, and your library has way more to offer than people realize, as you well know!
In this episode of The Library Marketing Show, I’ll share fun and creative ways to bust that myth and build a campaign that showcases the real magic of the library.
Do you have a suggestion for a future episode’s topic? Do you want to nominate someone for kudos? Let me know here.
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Photo courtesy Cincinnati and Hamilton County Public Library
Where I live, the air is thick and humid right now, the fault of something called “corn sweat.” That’s the process of corn plants releasing moisture into the atmosphere through transpiration, similar to how humans sweat. My friend from my TV days, meteorologist John Gumm, says the corn crop in my area is releasing billions of gallons of water daily. Fun, right?
To cool off, I swim laps at the local YMCA. And underwater, I have a lot of time to think. Lately, I’ve been using that time to figure out how to help my library friends prepare for what will come when the weather turns cooler.
In the United States, the full ramifications of the loss of the Institute of Museum and Library Services and its funding will hit in September. For libraries in Canada, the United Kingdom, Australia, and New Zealand, funding cuts and intellectual freedom challenges are making work more difficult and threatening the core mission of libraries.
Longtime readers may already know that I’m not the kind of person who says, “There’s nothing I can do about it” very often. Action is how I deal with my anxiety. So, here’s the plan of library marketing action for the coming months.
The Big Problems We Face
Library marketers face a lot of obstacles. But in the coming months, the big threats are:
Decline or elimination of funding for libraries, which leads to…
No money for marketing or promotions, which impacts the effectiveness of our marketing, making it seem like marketing is no longer valuable. That often leads to…
Hiring freezes or the elimination of dedicated library marketing staff, which leads to…
Less use of the library, which leads to…
More funding cuts and library closures.
We do not want to get caught in that vicious circle.
What Library Marketers Need to Do
1. Lead with your value.
As we face the prospect of shrinking budgets and rising scrutiny, your library’s value must be front and center. And you must create a plan that communicates that value clearly and consistently, not just during certain times of the year like Library Works Week or National Book Month, but all year long.
Use every channel you have to reinforce how your library improves lives. Share patron success stories, promote your most-used services, and highlight how your library supports literacy, learning, and community connection.
2. Focus on the most cost-effective promotions.
We still have a good many low-cost, high-impact channels for promotions. But focus is the key.
This fall, I want my library marketing friends to spend their time and precious money on the following:
Email marketing: This is still one of the most effective tools for engagement. Targeted, opt-in messages are the most effective means of communication, with no algorithm to circumvent. So, get a plan together to grow your subscriber list now. And, as you put your emails together, think of them as a conversation between you and your audience. Try to keep your messages short and enticing. And offer your email recipients a way to email you back with feedback and questions. It will make them feel valued, and that feedback will make your messages stronger and more effective.
Collection marketing: Books are the heart of what you do. And we know most people come to the library for the collection. Don’t shy away from books! They’re your brand. Promote your books, databases, and digital resources through curated lists, displays, and themed promotions.
Strategic partnerships: Work with local organizations to amplify your reach without spending more money. Partnerships can take time to cultivate, but the investment is worth it. Your partners can strengthen your library’s offerings and give you access to audiences you’ve never reached before.
Organic social media: I put this last because of my mixed feelings about it. Social media effectiveness overall is declining. But posts that tell stories, highlight staff, or have some kind of interactive element like a poll or question, do boost visibility. So don’t use your social media accounts to highlight programs. I know that’s going to be upsetting to some readers, but the data shows it doesn’t work. Instead, think of your social media as an effective way to build relationships and reinforce your library’s personality.
3. Make it easy for new users to engage.
The moment someone signs up for a library card is critical for library marketing. It’s your first chance to make a good impression and use that person’s “new cardholder” status to convert them to a lifelong fan! You should:
Create a “New Here?” section on your website with the same information as the email series.
In those emails and on that website section, highlight services that are easy to access and immediately useful, like eBooks, streaming movies or music, or personalized reading recommendations.
4. Empower your front-line staff.
Your staff are your best ambassadors. Train them to talk about services, recommend materials, and encourage sign-ups for newsletters or events. Give them talking points so they can highlight personalized services like readers’ advisory, chat reference, and book bundles. These human touches build loyalty and word-of-mouth buzz and reinforce the message that your library is filled with helpful people.
5. Track what matters — and act on it.
No more excuses… stop doing what doesn’t work, even if it’s something you’ve always done. That means:
If your supervisor pushes back, ask them to message me. Seriously.
6. Experiment.
All marketing is an experiment. And some people shy away from experimentation during tough times. But now is the perfect time to try innovative approaches!
Try sending your videos in an email to see if you get more views.
Launch a blog or podcast.
Pilot a new format for your newsletter.
Test a new tone or voice in your messaging.
7. Streamline your approval process.
If internal red tape is slowing you down, advocate for a more efficient workflow. There are a lot of things you can do to make the approval process less painful,
Use templates to speed up content creation.
Set clear deadlines and expectations.
Build trust with leadership by showing how faster approvals lead to better results.
What are you doing to prepare your library and yourself for the challenges ahead? Let me know in the comments.
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Photo courtesy Cincinnati and Hamilton County Public Library
If you’ve spent any time in the library marketing space, you are likely to know John Jackson. John is head of Outreach and Engagement at the William H. Hannon Library at Loyola Marymount University. His love of libraries started with his mother’s volunteer work.
“My mother volunteered in a small church library in Florida,” recalls John. “As a child, I often spent my weekends helping build book displays or checking out materials to patrons. I knew about OCLC (Online Computer Library Center) and bib records before the age of 12.”
“One of my favorite memories from that time is traveling with my mom annually to attend a regional conference for church librarians. We’d pack up a U-Haul full of library display materials and then recreate those displays at the conference.”
John landed a job with Loyola Marymount in 2015. The private R2 university has approximately 10,000 students, including those pursuing master’s and doctoral degrees. John says the university has a central marketing and communication unit, with employees who cover all areas of external relations work, including photography, graphic design, social media, and licensing.
“At the library, the outreach team is comprised of three full-time employees: me, a student engagement librarian, and an event manager,” explains John. “We also have part-time student employees who assist with various aspects of our programming and outreach work.”
“The library’s marketing support currently consists of me, a student graphic designer, a student social media assistant, and a student videographer. I should note here that marketing is only a portion of my job. Like most librarians, I wear many hats, including collection development, research support, and faculty liaison responsibilities.”
I reached out to John after seeing one of the videos from the Library Fans series, produced by his library. Links to the full series are at the end of this post.
John says the idea came from a presentation on empathy-centered storytelling at the 2023 Library Marketing and Communications Conference and from the videos produced by the Los Angeles Public Library.
“I wanted to create a series that told true stories of library users and did so using high-quality video production,” explains John. “My goal was to promote the individual ways that students from diverse backgrounds (e.g., undergraduate, graduate, commuter, transfer, first-generation, parents) use the library in their day-to-day lives on campus.”
“I also wanted to show, as a proof of concept, that high-quality video production was worth the investment of time and resources. This was also a way to celebrate and recognize some of our hardcore library users: the folks we see regularly in the building every day.”
-John Jackson
John says his team worked on the video series over one semester. They recruited students who were heavy users of the library and familiar faces in the building. They also asked library staff to solicit nominations.
“Our student videographer, John Mac Menamie, is an amazing cameraman and (thankfully for us) owned all his own equipment,” says John. “We were incredibly lucky to hire him onto our team when he was a first-year student, and it’s been amazing to watch his skill set grow over the years.”
“For each of the shoots, we preselected the location so our videographer could spend a few minutes setting up the camera and lighting before the ‘Library Fan’ arrived. We sent prompts and guiding questions to our interviewees in advance to give them an idea of how the conversation would go, but we did not write a script for each interview.”
John used a trick that journalists often employ. He spent the first five to 10 minutes of the interview in small talk with his subject to help them feel more at ease. John says filming usually takes only 10 to 15 minutes. Then, depending on what the interviewee said, John and the videographer needed to shoot footage, known as B-roll, to match the narrative and cover the edits.
Once the videos are edited, John shares them on Instagram, knowing it is the preferred platform for his students. But he’s also taking this opportunity to experiment on other platforms, like YouTube.
“We know from sources like Pew Research Center that usage of YouTube exceeds all other platforms among traditionally aged college students and in the next generation of 14–17-year-olds,” declares John. “So, I’m hoping to build up our content library there. We already have hundreds of tutorials and event recordings on YouTube, but the Library Fans videos are our first attempts at short form on the platform.”
“Most academic libraries are not breaking records when it comes to social media. We’re not likely to ever be the next Milwaukee Public Library. Because our primary target audience (currently enrolled students) is limited and has a churn rate of more than 25 percent every year at graduation, our socials will not grow over time. So traditional growth metrics like followers, likes, and view counts don’t mean as much to me.”
“I tend to focus on the metrics like watch time, sentiment analysis of comments, and sends or reach. Those are the measures that will answer the question, ‘Did this hit right?’”
-John Jackson
“If I want to get the word out about the library, I rely on email marketing. But if I want to ‘set the vibe’ for the library among our students, Instagram, and in particular Reels, is where I spend my time.”
The library’s videos have performed exceptionally well. As of mid-May, the series has received more than 13,000 views, accounting for 26 hours of watch time. That’s incredible! Now, John has plans to use some of the video content for other promotions.
“Because these videos are already so short, I haven’t been pulling soundbites for stand-alone marketing assets,” explains John. “However, I expect I’ll be using pieces of these videos in future promotional videos: New student orientation videos, for example.”
John says his first piece of advice for any library looking to replicate his success is to buy its own equipment.
“Our videographer graduates this year, and with him goes the camera he used to make these videos,” laments John. “I should have done that from the start, and now I am in the unfortunate situation of having to find funding for our own equipment before the next school year begins.”
John finds inspiration for his work from many different organizations.
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Photo courtesy Cincinnati and Hamilton County Public Library
Interviewing a stranger about their library experience is intimidating for many people. If the thought of having an intentional conversation to elicit a sound bite you can use in a blog, video, social media post, press release, or other content sounds daunting, the post is for you.
Why a powerful quote is important.
Your audience wants to hear directly from the people impacted by your library’s work. Whether that is your staff, director, board members, or patrons, a good quote can drive home your work’s value.
A quote can convey passion or a strong point of view. It can turn a story about statistics or complicated concepts into something understandable and relatable. A quote can also establish an emotional connection with the reader or viewer.
And, if your goal is to catch the attention of local media, a good quote can make your press release, blog post, or email stand out. Because…
The media knows when your quote is fake.
I worked in a local television newsroom for nearly 20 years before I became a library marketer. And I’m here to tell you… journalists can tell when you’ve made up a quote for a press release.
I understand why it happens. Your director or coworkers may tell you they trust you to put words in their mouths. It seems less time-consuming than doing an interview.
But the media can tell when you’re making it up. That’s why an interview, however short, is key to getting an authentic quote. So here are tips to make the interview process smooth and successful.
Prepare as much as possible.
If you are interviewing a co-worker, a board member, or the director of your library, take a few moments to see if there is any documentation that gives you clues about their background. Search their LinkedIn profile and board minutes. Do a Google search to see if they’ve ever done an interview. You may learn new facts about them and their speaking style.
Think about how you might structure your piece before you even write it.
That structure may lead you to questions to ask.
For example, readers may notice that I often start library profiles on this blog with some facts about my subject’s life before they worked in marketing. I ask people to tell me about their childhood library and their work before libraries, to build the scene and give a deep background on my subject. Use this technique for any interview leading to a blog post, social media post, or video.
If you are interviewing to get a quote for a press release, I suggest writing the press release before doing the interview. Leave spaces where a quote or two would grab the media’s attention and add context and emotion to the story you’re trying to pitch. Now you’re ready to write your questions.
Craft targeted questions that elicit insightful responses.
Use simple sentences and language.
Add intention to your questions. If you want someone to share a firsthand experience or observation, craft your sentence to gently lead your interviewee to that answer.
Ask open-ended questions. If you must ask a yes or no question, follow up with “Why?” to give your subject the nudge to elaborate.
Still stuck? Use your tools. ChatGPT can help you craft questions for your interview.
To show how this works, I typed into ChatGPT: “I am interviewing my library director about a new partnership that will help community members land a job or advance their careers. Can you give me some sample questions I might use to get a good quote?”
Here is the list of questions ChatGPT gave me.
Can you please provide an overview of the new partnership aimed at helping community members with job placement and career advancement?
What motivated the library to pursue this partnership?
How do you envision this partnership benefiting members of our community?
Could you elaborate on the specific resources or services that will be made available through this partnership?
In what ways will the library be collaborating with the partner organization to deliver these resources and services effectively?
How will the library measure the success of this partnership in terms of its impact on community members?
Are there any demographics or groups within the community that stand to benefit most from this initiative?
How does this partnership align with the library’s broader mission and goals?
Can you share any success stories or examples of how similar partnerships have been effective in other communities?
What steps will the library take to ensure that community members are aware of and can easily access the resources and services offered through this partnership?
That is a huge list! It’s a great start. All I would need to do is go through and tweak the questions to match the tone I want to set and to sound more like something I would say.
Now comes the fun part: the interview!
6 tips for conducting the interview
#1: Record the conversation.
#2: Talk a little about yourself to get the conversation started.
#3: Ask an easy first question to calm everyone’s nerves.
#4: Encourage elaboration on interesting points.
#5: Let the person talk. Don’t be afraid of silence.
#6: Paraphrase or summarize key points to nudge the interviewee towards a quotable response.
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On a cold Sunday in February, I hopped onto a Zoom call with someone I felt I already knew.
About 8 months prior, this Solano County, California resident appeared on my “For You” page on Instagram Reels and TikTok. He shared joyful, heartfelt, hopeful stories of his work and the profound impact libraries had on his life.
So, I must admit that when Mychal Threets came into view on my laptop screen, I was a bit starstruck.
Seated in a staff work area, with a giant cutout of Bob Ross behind him, Mychal graciously squeezed an interview with me into his workday. He answered my questions about the impact his simple, yet profound stories have had on the public’s perception of libraries.
“March of 2023 is when I shared that first story of the library kid who asked me if I’m a boy librarian or a girl librarian,” recalled Mychal. “And I thought that was great. This is the 15 minutes of fame for libraries. Maybe a few more people will get library cards. But it just kept on going, and I’ve just been sharing daily stories and affirmations ever since.”
One of Mychal’s earliest memories is from age three when his mother took him and his siblings to the library to get books. At the age of 5, he got his first library card. But Mychal did not aspire to be a librarian.
“I wanted to be an astronaut, a firefighter, or a police officer,” chuckled Mychal. “I never saw any men behind the library desk. I never saw any people of color behind the library desk.”
“I was struggling, waiting for my next career path. I was at the local library trying to think of my next steps. And I was like, let me ask the person at the desk about how a person ends up working for the library. She already had the site pulled up. She was like, ‘I knew you’re going to ask that soon enough.’”
In 2018, Mychal became a children’s librarian. He loved the silly, carefree nature of the kids he worked with, and he wanted to share stories about the joy of his work with children. So, he started posting to Facebook. The response was positive.
Then, during the 2020 pandemic, Mychal downloaded TikTok and Instagram and began experimenting with videos on those sites. But it wasn’t until March of 2023 that he started sharing those personal stories… and getting traction.
“I was just trying to remind people that the library exists. I try to remind people that the library is for everybody, that everybody belongs. The library is for them, whatever they’re going through in life. That was my whole goal.”
Mychal Threets
As of this writing, Mychal has more than 682,000 followers on Instagram and 680,000 followers on TikTok. His videos have gotten millions of views, and he’s been interviewed by the New York Times, Good Morning America, The Washington Post, and Huffington Post, among others. He received the “I Love My Librarian” award and the day before my interview with him, was the recipient of the Tri-City NAACP Unsung Shero/Hero Award.
It hasn’t been an easy road. Mychal is open about his struggles with mental health. And, as is the case for any internet star, he’s faced insults. But his thousands of fans were quick to come to his defense.
His reach extends beyond the normal library loyal crowds. I cannot count the number of non-library friends and family members who have sent me his videos, usually accompanied by the comment, “Have you seen this guy??”
“What I’ve achieved thus far, was never in my mind. I never thought it was a possibility,” admitted Mychal. “I didn’t think I’d go viral once, let alone several times. That has been a huge surprise.”
Mychal’s videos highlight his work and focus on “patron as hero” stories. Mychal explains how the library has impacted the community members he interacts with, in big and small ways.
He fiercely protects the privacy of his patrons, sharing his stories without using names or genders, instead calling his patrons “Library kids” or “Library adults.” He also says that technique prevents misgendering and disrespecting his patrons.
“Most library people don’t mind their stories being shared,” said Mychal. “I’m aware of the platform that I’ve grown. I know that it’s weird to have your story shared with the amount of people who follow me.”
Besides sharing his stories on social media and working full-time at the library, Mychal is working with author, influencer, and illustrator Blair Imani on an event in late March that will be a celebration of natural hair.
“We’re going to get a bunch of books donated celebrating hair love, and we’re just going to give them out to people who come to come to the event,” explained Mychal. “We’re going to have hopefully some very cool people present, including authors, illustrators, barbers, and hairdressers. It’s just a chance for people to celebrate their hair love, to get some free books, and celebrate literacy.”
“My other goal is that I just want everybody to get a library card if possible, and to fall in love with books. So, I’m trying to pursue a nonprofit LLC to celebrate literacy, celebrate our right to read, celebrate the joy of access to books, and just put books in the hands of kids and get them excited about reading.”
Mychal is a big fan of his own library on social media, but he also has praise for other libraries’ promotional work.
“Milwaukee Public Library is probably the best library on social media,” declared Mychal. “They just do such a wonderful job of following trends and then putting a library spin on it.”
“Harris County Library is in a similar vein. They also are very good at accepting being ‘cringe-worthy’ as a library system.”
“Storybook Maze is a street librarian in Baltimore, Maryland. She also has a fascinating job.”
“But otherwise, just BookTok and Bookstagram, in general, is just an easy way to find social media platforms doing great things for libraries, putting libraries on the map in the best way possible to remind people that everyone belongs in the library any different day.”
“I’m constantly impressed by the different libraries that tag me and want me to see their videos. People are doing such wonderful things for libraries and for books and literacy overall.”
As we wrapped up our interview so Mychal could set up a library program, he shared advice for library marketers.
“Always remember, the library is a place where everybody does belong. As I repeatedly say, you don’t have to leave your anxiety, your depression outside the library doors. It’s all welcome inside the library. Every day is a library day.”
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Photo courtesy Cincinnati and Hamilton County Public Library
The worst day I’ve ever had in a job was in 2009.
I was working in television news as a producer. It was during the recession, and times were tough for TV stations. Most of our ad dollars came from car dealerships. Vehicle sales fell 40 percent that year, which meant the dealerships had no money to spend on television ads.
One morning, as I sat down at my desk, our news director called one of our morning editors into his office. Andy was in there for about 10 minutes. He emerged crestfallen.
Over the course of the next two hours, a dozen or so of my 60 fellow co-workers made the same journey in and out of the news director’s office. When they emerged, all of them had lost their jobs.
I could barely function that day. Writing was hard and my concentration was nonexistent. The only thing that got me through the day was the conversations I had with my fellow, still-employed co-workers, in hallways, offices, and in the back parking lot. We spent time trying to process what had happened and how it would impact our work.
I’m certain you have a similar story. And to make it through the day, it’s likely you pulled aside a friend, or a co-worker, or called your spouse or parent and talked it through. Sharing your story and receiving validation for your experience made you feel better or at least, more able to handle the crisis. Someone practiced empathy for you.
Empathy is the ability to understand and share the feelings of others. It can, and should, play a role in your library promotions.
Libraries are uniquely positioned to put empathy marketing to work. We care about our communities. We want our patrons to find the information they have, to experience joy, to learn, and to feel included. And that can play a significant role in creating effective promotions.
What is Empathy Marketing?
Empathy in marketing means communicating with your audience that you understand and share the emotions they feel. It’s more than pushing out promotions, one after another, on all channels.
Empathy marketing shows your community that you understand their pain, frustration, hurdles, and problems. When you demonstrate that, you’ll unlock the key to turning your audience’s emotions into action.
Emotions that drive action
Think about your favorite novel. The author used empathy to make you care about what happens to the characters. Without that, you likely would never have finished the book.
In the same way, a promotion that lacks empathy is just noise to an audience. You need to make people understand that you care by harnessing emotion in your library marketing.
People are motivated to action by four main emotions: greed, fear, love, and the chance to grow. And under those main emotions, there is a range of nuance: stress, anxiety, worry, compassion, hope, and many more.
How does this work in the real world?
Research shows empathy in marketing increases engagement. Social media platforms take full advantage of this. They count on users to respond emotionally to posts with emojis, and comments, and share the thoughts, struggles, celebrations, and memories of their family and friends.
This is why storytelling works so well in marketing. When your promotions are emotional, they are more memorable. Your audience can see themselves in the story and imagine how they would react in the same situation. And the emotion someone feels after hearing that story has a greater influence on whether that person takes action and uses their library. It’s that simple.
When I worked in a library, the people in our community were worried specifically about jobs. They wanted valuable, stable employment. Many were stuck in low-paying jobs with no prospects for advancement.
At that time, there weren’t many programs in our area aimed at giving people the basic coaching they needed to put together a resume, ace an interview, or even sort through prospective job openings to find the right fit for their life and their family. So, my library partnered with another organization to put on a series of free workshops aimed at improving the job prospects of members of our community.
The emotion we’ve used to market that program was hope… a sense of hope for the betterment of our community and a sense of hope for those who want a better-paying, more fulfilling job. Hope is related to that fourth base emotion: the chance to grow.
Hope infused every promotional piece we created to promote the workshops. We knew that if we really leaned into the hope this program provided, we would compel our target audience to sign up and attend the workshops.
And it worked! Our workshops filled up and we had to start a waiting list.
A subtle but important shift
I want you to take a look at the last few promotions you have created. Were you merely telling your audience that a service existed in your library? Did your promotion include any emotion?
Here’s how to bridge that gap. Look at the difference between the two paragraphs below promoting Weiss Financial Ratings Site, a library database that allows patrons to find and compare insurance companies. Let’s say you want to compel your community members to do their insurance coverage shopping using your library.
Push marketing: Introducing Weiss Financial Ratings – Your Ultimate Insurance Database! Tired of sifting through endless insurance options? Look no further! Weiss Financial Ratings is a comprehensive database that helps you find the perfect insurance company tailored to your unique needs.
Empathy marketing with fear: The fear of making the wrong insurance decision can be overwhelming, leaving you vulnerable and uncertain about your coverage when it matters most. But your library is an unwavering ally in this sea of uncertainty. Weiss Financial Ratings, available for free at your library, lets you easily and confidently navigate through insurance options. Peace of mind is non-negotiable when it comes to safeguarding your future.
See the difference?
Here’s another example. When I worked at a library, we had a personalized reading recommendation service called Book Hookup. Cardholders used a form on the website to tell a librarian what books they like. Then the librarian gave them three personalized reading recommendations.
When we sent emails promoting this service, I used empathy in my subject lines. To parents, I appealed to their need for convenience, saying, “You’ve got a lot to do. Let us pick out your next favorite book.” To teens, I used greed and a little bit of rebellion as motivation, saying simply, “Read something YOU want to read for a change.”
For a streaming movie service, you can center your promotional message on frustration, saying, “Tired of endlessly scrolling through streaming platforms, only to be met with the frustration of not finding anything captivating to watch? Say hello to a free, curated selection of blockbuster hits, timeless classics, and hidden gems. Your precious time deserves to be spent indulging in the magic of cinema, not lost in the labyrinth of choices.”
It’s a slight, but effective change in wording that leads to big results. For your community, empathy marketing feels less like promotion and more like help.
How do I know what emotions motivate my community?
If you want to get to the heart of the emotions that motivate your community, use psychographics.
Psychographics is the study and classification of people according to their attitudes, aspirations, and other psychological criteria, especially in market research (Oxford Dictionary). They go beyond basic demographics: location, age, gender identity, and library card usage.
To segment by psychographics is to divide your library audience into groups according to their beliefs, values, and reasons for being. It delves deeper into your cardholder’s values, dreams, desires, and outlook on life.
Psychographics identifies motivation. Why does your library community take certain actions? Why do they feel the way they do about the library? How do they see the role of the library in their life? And what activities do they participate in, both inside and outside of the library?
Once you identify the emotions that motivate your community, create messages that help, rather than promote. Here’s an easy thought process to use as you sit down to create promotions. Ask yourself:
How does my community see this problem? What do they do about it right now?
What are their fears?
What are their hopes?
What do they really need from my library, and why do they need it?
Psychographics lead to compelling marketing messages because they focus on your community’s unarticulated needs and motivations. Learn how to identify your community’s psychographic makeup here.
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You may remember her from this interview last year. I spoke to Barbara about her work turning a stodgy, boring annual report into a storytelling masterpiece.
One thing I love about Barbara: she is always looking for ways to improve.
Hear about Barbara’s approach to the annual report this year
A few months ago, she sent me an email with a link to her current annual report. It is also amazing.
And this year, Barbara decided to take it a step further and promote her report, activating staff to help. So of course, I wanted to know how she did it.
Barbara told me she first spent time thinking about the emotional impact she wanted her annual report to have on the community.
“What do we want our audience to think, feel, and do,” said Barbara. “We wanted to make sure that people can see that we were relevant to their lives, and the lives of the communities. So that’s how we want them to feel this is for them. This is something they are excited about and want to be involved with.”
“We want them to actually reach out and be involved in what we’re doing, to become a volunteer, to become a community member, to bring their skills to work with us, or to actually just come in and enjoy what we do. and just participate and get the value of for them in their lives of what libraries can bring.”
Hear Barbara talk about the goal of this year’s annual report.
Barbara’s first step in this new mission was to focus on the many target audiences for her annual report.
“The audience could be people who are library users but they’re probably people who aren’t library users,” explained Barbara. “They may be potential funders or sponsors, local government officers, and the people who provide our funding. We needed to advocate the value that we have, and that we bring to the city.”
Barbara’s team tried something new this year: a social media campaign to expand the reach of the stories her library is telling. And if you think people aren’t interested in social media posts about an annual review, you would be wrong.
“We had a series of five posts over five days, which were highlighting those key details from the annual review,” explained Barbara. “On Twitter, we had a 4.9 percent engagement rate compared to 2.5 percent, which is the average for the month.”
“There was a particular post that had a 6.5 percent engagement rate on Facebook. That usually averaged 2.5 percent for the month. So, it did engage with people. People were commenting on it, people were sharing it, and the engagement rate was higher than the normal engagement rate. We’re really pleased with that.”
And this year, Barbara and her staff got the rest of the library staff involved. Staff linked to the annual report in their email signature.
“We really emphasize the fact that this was an opportunity for them to not necessarily have a conversation, but through their email, they’re connecting with people, and people can see that annual review,” said Barbara.
The library has one main organizational social media account and branch accounts. Barbara and her staff worked to get all the administrators of the branch accounts to help in the social media promotion of the annual report. Her team provided context and made the ask very simple.
“We talked about what we’re trying to achieve,” said Barbara. “‘We really want you to share those posts through your social media.’ And that’s what they did.”
The plan to involve staff to help spread the message worked so well, Barbara’s team now uses it for every major campaign. She explains the impact her library hopes to have by marketing and shares examples of posts with high engagement garnered with staff support.
“We give examples of the posts that really made a difference because they got behind it,” revealed Barbara. “For example, our summer reading challenge that we do for children every summer, that absolutely by staff getting behind that campaign really made a difference. We’re starting to build that. It’s gaining momentum. And the staff are seeing the value of that engagement, they’re seeing the value of the fact that they can amplify the message and by amplifying influencers as well. “
Barbara hopes her annual report does more than inspire her community to act and support her library. She hopes it inspires you, her fellow library marketers.
“You’ve got your story,” said Barbara. “The people use your libraries, your volunteers, your staff, they know the story too. And there are so many nuggets to choose from. Think about the beginning, the middle, the end, what you’re trying to do, and what you want people to do. It really, really works. It’s the story of the people that’s really important.”
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The #LibraryMarketing Show, Episode 179: There are a series of Facebook ads that I have actually watched in their entirety… something I have NEVER done before.
So what does this have to do with you? In this video, I’ll reveal the secrets so your library marketing can have the same impact on your audience.
Kudos in this episode go to SIX libraries in Canada!
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 please subscribe to this series on YouTube or follow me on LinkedIn to get a new weekly video tip for libraries.
Thanks for watching!
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Photo courtesy Public Library of Cincinnati and Hamilton County
Imagine for a moment that you are walking down a city street, minding your own business when you see the clown Pennywise.
That’s right. The terrifying lead character from the Stephen King film “It,” remade and re-released in 2017, is hanging out in your city.
Now, what if I told you that the reason this horrifying clown was roaming the streets was to promote a library event?
Yea, that’s the reaction I had too.
But a library in St. Petersburg, Russia really went this route. And you know what? It worked.
The library used the wandering horror film character as a chance to draw attention to their Stephen King Festival. Someone dressed as Pennywise “would walk through the city, frightening passers-by and informing them about the upcoming festival.”
Honestly, I would never have approved this when I was working as a marketing manager in a library.
But it worked for this library. Because the media found out about the Pennywise clown stalking pedestrians. The clown, and the library, were covered in the press. We’re talking about dozens of outlets.
And that’s how people found out about the event. That led to record attendance. The library said 800 people showed up for the festival, more than four times what they had expected.
How do you draw attendance without scaring your community
Promoting your library is difficult. Events, renovations, new services, and additions to your collection cost money. They come with high expectations and goals. They require months of planning. The pressure to prove the value of your work to your community is high.
But there are things you can do to increase the likelihood your library gets noticed. This list does not include having someone dressed as a horror character wandering around your city or town.
But you know, I’ve learned a lesson from reading about the Friends Library. Sometimes you must be bold to get results.
Use storytelling to capture attention.
The first step is to think differently about the way you promote your library to the world. You want to capture the attention of your community, your cardholders, and the media. Telling a great story is a powerful and effective way to do this.
Your promotions need to do more than list off the details about your library. You want to set up the reason why your community should use your services. You want a memorable, compelling way to convey the valueof your work.
A simple storytelling formula begins with the people.
Talk with the library staff and community members about whatever you are trying to promote. If you’re focused on a big event, follow the organizers around for a bit as they attend meetings, make calls, and get materials ready for the big day.
Interview a community member who is benefiting from the event, service, or collection item. If you are promoting a project that involves a partner or sponsor, get an interview from those organizations.
You don’t have to do a full-length Barbara Walters-style interrogation. You can ask a few simple questions that will add color and humanity to your promotion.
Here are some interview tips.
Write down your questions ahead of time.
Ask open-ended questions like, “Why did you sponsor this event?” or “Tell me why the library is offering this new service to our community.”
Actively listen and ask follow-up questions.
End the interview by asking if there is anything else the interviewee wants to say that you haven’t covered.
Once you have all your interviews, it’s time to write.
Focus on the characters, not the library.
Put all the quotes you want to use into your document. Then, work the details of the event into your story where it’s appropriate. Before you know it, you have a compelling piece that you can use to promote your event on social media, in email, and in print.
Guille-Alles Public Library is on the island of Guernsey, just off the coast of Normandy. And they work with Storybook Dads, a charity that helps incarcerated parents stay connected to their families by recording a bedtime story for their children. The Library’s Outreach Team has been working with Guernsey Prison for several years to provide books and readers’ advisory support for people convicted of crimes on the island.
To show the value of their work and to make sure their community knew about this project, the library wrote a compelling story. It featured interviews with library staff and incarcerated fathers.
The logical place to put this story is on your library blog. Another option is to create a landing page on your website and post your story. You want your work somewhere where you can easily share a link, preferably on your own website.
Housing your story on your website has an added benefit. You’ll also be rewarded by Google, which will pick up you keywords in your post and start showing the post in search results for anyone looking for those keywords. Google doesn’t catch keywords on PDF or Word document press releases posted to a website.
If you are not allowed to post your story on your own website, you can post your story on Facebook or on LinkedIn as an article. Both social media outlets offer you plenty of space. Facebook gives you 60,000+ characters, which can be roughly 8-10,000 words. LinkedIn articles give you twice that amount!
Share your story link everywhere.
Your library has an available audience on a variety of platforms. Now it’s time to make sure they read your story!
Send an eblast to your cardholders and include the link.
Share the link on your other social media platforms.
Make bookmarks that include a few sentences teasing your article and a shortened URL. Insert those bookmarks in all your holds and checkouts leading up to your event. Share the bookmarks with your partner organizations.
And send a link to your story to your media contacts in a personalized email. I know it takes longer to send an email to each media contact than to send one mass email, but it’s worth it.
Here are some tips for writing the perfect pitch to journalists by email.
Keep the body short but personalized. Address the journalist by name.
Keep the subject line short and simple but intriguing.
Get to your point quickly and include the link to your story.
Explain why news of your upcoming event is beneficial to that media outlet.
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Super Library Marketing: Practical Tips and Ideas for Library Promotion 