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