tailieunhanh - Marketing Your Library’s Online Resources - HOW TO BUILD AWARENESS AND INCREASE USAGE OF YOUR LIBRARY’S ONLINE ASSETS

Assemble focus groups of patrons and potential patrons to discuss the library’s Web gateway. Since information searching can vary widely, you’ll want to schedule targeted focus groups based on market segment (. parents with young children, young adults, seniors, etc.). Send invitations and follow up by phone until you’ve confirmed at least a dozen people. Have your discussion questions ready (broad, open-ended questions such as “What kinds of questions do you use the Internet to answer?”) and be prepared to demonstrate the gateway and its resources. Encourage honest feedback and take notes. Keep your eyes open for particularly insightful guests. Note that “insight” is different from “talkative.” Draw out those whose comments ring true or,. | MARKETING TOOLKIT How-to Brochure GET PREPARED Know your product Know your customer Make your library s resources easy to find Speak your patron s language online Go get em GET THE WORD OUT Seize opportunities in the library Network network network Meet the press Advertise Don t give up HOW TO BUILD AWARENESS AND INCREASE USAGE OF YOUR LIBRARY S ONLINE ASSETS MARKETING YOUR LIBRARY S ONLINE RESOURCES HOW OFTEN DO PATRONS TELL YOU THAT NO ONE HAS THE INFORMATION THEY NEED WHEN YOU KNOW IT S AVAILABLE ONLINE VIA THE LIBRARY S WEBSITE How often do people rely on incomplete or dubious information from a general search engine when the library s databases offer complete and authoritative content free of charge 24 hours a day How often have genealogists business people and other members of your community paid for access to databases that your online gateway delivers to them free Sadly many people don t know what your library has to offer. It s time to show them what they re missing a virtual bookmobile for the 21st century bringing your entire electronic collection to their homes or offices. Who wouldn t like free and easy access to reliable references newspapers magazines e-books and more once they knew about it This guide will help you as you put the power of marketing to work for your library. This text is divided into two sections. Get Prepared will help you make sure that when users do reach your site they ll have a good experience. Once you re prepared for their arrival you ll want to Get the Word Out by following the steps in the second section. The order is important don t spread the word until you re sure you re ready for prime time GET PREPARED STEP 1. KNOW YOUR PRODUCT. You can t market a product that you don t understand so be sure you know the ins and outs of the databases on your website. What information needs are they designed to serve When would you use one of them as opposed to another database in your collection What makes them better than a general .