on May 20, 2021 Library Education Webinars

Webinar: The “Marketing Funnel” Approach to Customer Engagement

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Originally presented May 19, 2021

Most of us who work in marketing in libraries spend our time thinking about how to promote library programs, services and collections. We create and share messaging across platforms such as email, social media, website, news media and more. But have you ever paused to think about the many ways your customers interact with your library outside of your promotional messaging?

In most libraries, the policies, procedures and processes that dictate the customer experience are managed separately from marketing. But they shouldn’t be! After all, your marketing messages are promising an experience that your library has to deliver. If you’re going to keep your marketing promises, you need to think holistically, looking at every customer touchpoint from when they first become aware of your library to when they use your service. That’s where the “marketing funnel” comes in. 

Join Cordelia Anderson, APR, to learn about the traditional concept of the “marketing funnel” to look at the ways that libraries get, keep, and sometimes lose customers. Cordelia talks about the stages of the funnel, the ways that customers move through the funnel, and some of the “holes” that cause us to lose customers along the way. Finally, she discusses strategies to close these holes and increase customer engagement for your library, making your marketing more effective. 

Click below to experience this webinar as a tutorial. When you continue past the introduction to the webinar, you'll be prompted to log in. We require login to view the whole tutorial so we can provide certificates of completion for your records and for professional development credit. No purchase is required and you can create a Niche Academy account if you don't already have one. The certificate will be available for download when you have completed all sections of the tutorial.  

 

Click the link below to download the presentation slides:
Marketing Funnel Slides

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Cordelia Anderson

Cordelia Anderson is the author of Library Marketing and Communications: Strategies to Increase Relevance and Results, available from ALA Editions. She has more than twenty years of experience creating marketing and communications strategies for highly visible public organizations. During her decade as Director of Marketing & Communications for Charlotte Mecklenburg Library, she implemented many innovative marketing and communications strategies that earned her team the inaugural Library Journal Marketer of the Year Award and two John Cotton Dana Awards. Cordelia now runs a consulting company, working with public and academic libraries as well as other organizations. She has extensive experience as a public speaker and trainer, and has spoken at many meetings and conferences, including ALA, Internet Librarian, Computers in Libraries and the Library Marketing & Communications Conference.

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