When it comes to promoting your library online, things can get pretty complex, fast. What are the best methods for a library to use? How do Google AdWords and Facebook ads work? How does social media fit into library promotion? Are there even good reasons for a library to use online promotion? Learn how to re-think how your library operates online and choose promotion methods with best practices in mind.

1. Put Down the Bullhorn!
Promoting Your Library Online
Laura Solomon
Library Services Manager, OPLIN

2. Today:
• Some marketing basics
• Re-thinking the library’s website
• Social media
• Facebook ads vs. Google Adwords
• Promoted Facebook posts
• Bits about branding—especially logos
• What does this mean to me, Laura?
Real me

3. Ever heard these?
• “I didn’t know you had video games!”
• “I can get a book from a different library?”
• “I can do ____ from home?”
• “You have ebooks?”
• “You mean it doesn’t cost anything to rent
a book?”

4. What is marketing?

5. INBOUND
versus
OUTBOUND

6. One size does not fit all

7. What are the tools?
• Print ads
• TV and radio ads
• Billboards
• Online

8. Don’t choose the tool first

10. Re-thinking the library’s website

11. “Kitchen Sink Syndrome”

12. Nobody’s reading

13. Banner blindness
http://www.useit.com/alertbox/banner-blindness.html

15. Design only
matters to the
user when it
gets in the way.

16. Re-thinking

17. $115,000
to
$200,000
ACK!

20. Consider these…
• Join our new Book Discussion Group!
[LINK]
• Be a member of our new Patron Advisory
Board [LINK]
• Try our new research database for your
next assignment [LINK]

21. Where’s the payoff?

22. Join our new Book Discussion Group! [LINK]
Can't stop talking about that
book you just read? Yeah, us
too. We’ve got a group for that:
[LINK]

23. Be a member of our new Patron Advisory
Board [LINK]
Looking for opinionated folks who
want to talk about the library.
Cookies at every meeting & a chance
to make a difference [LINK]

24. Try our new research database for your next
assignment [LINK]
Wikipedia not good enough
for your teacher? Show ‘em
you're a smart cookie and try
a free resource from us
[LINK]

26. 44 percent of
companies to spend
more on web
marketing in 2013
Study, Sagefrog Marketing Group

27. Advertising online
versus

28. What is the goal?

29. Capturing intent at the right time

30. Not really about eyeballs

31. Awareness isn’t the prize

33. Better?

34. Adwords is tied to search results

37. It’s all done by bidding

38. Is it real?

39. Is free better?

40. “If you ‘re at all serious about
social marketing, and don’t
have a line item budget for
promoting Facebook posts in
2013, you need to add it
today.”
Jay Baer, social media expert, Convince & Convert

41. http://www.convinceandconvert.com/facebook/how-to-know-when-to-promote-a-facebook-p

42. https://adplanner.syncapse.com/

43. “A brand isn’t a brand
to you until it develops
an emotional
connection with you.”
Daryl Travis – Emotional Branding

44. http://themarketingspot.com/2009/01/basics-of-marketing-brand.html

46. Invest in a professional logo

47. Building does NOT equal logo

48. Marketing plan templates
http://bit.ly/PJjGj5

50. Don’t throw stuff into the wind

51. Self-serving is boring

52. Absolutely shameless plug
Coming Fall 2012

53. http://www.twitter.com/laurasolomon
http://www.facebook.com/laurasolomon
http://www.linkedin.com/in/laurasolomon
laura@designforthelittleguy.com
http://www.meanlaura.com
http://www.slideshare.net/laurasolomon
Thank you!
Stalk me here