Quick summary:
- Libraries struggle with promotions due to limited staff training, inconsistent messaging, and reactive marketing strategies.
- Strategic marketing can boost engagement, increase awareness of library offerings, and demonstrate value to stakeholders.
- Empowering staff with training and tools can transform your library’s promotional efforts.
I can’t help myself. Whenever I see someone asking a question about books or libraries on social media, I MUST answer it! First, they’re fun topics. (I’m sure you agree!) Second, I want to help anyone who is genuinely curious about these topics. And third, it gives me the chance to connect with other readers and be part of the community that loves books and libraries.
Holbrook Public Library understands that compulsion. They intersperse social questions like this in their regular feed of event promotions, memes, book recommendations, and photos of community members enjoying the library. They do this with intent, knowing that these posts encourage comments. And comments help drive organic reach for all their other posts.
That kind of intentional, community-centered promotion is a fitting example of what’s possible when libraries embrace strategic marketing. But not every library has the time, training, or tools to make that happen consistently. If you’re wondering whether your library could use a little help, here are three signs to look for.
Sign #1: Low Use of Library Services and Collections
It doesn’t matter where you are located — your library offers a robust selection of collection items and services for your community. But do you see the usage you want?
Marketing and promotion of your books, streaming services, databases, and personalized services like reading recommendations are essential to the success of your library. And don’t think you’re limited to the poster-flyer-signage strategy. There are many other ways to reach members of your reading community.
Many libraries expect their staff to do their own promotions. And those library staff, who are experts in many things, are likely not trained in strategic communications. Training is essential, so not only can staff effectively promote the library, but also measure the impact of their reach and prove Return on Investment (ROI) to library stakeholders.
Ask yourself:
- Are circulation numbers stagnant or declining despite new acquisitions?
- Do you frequently hear “I didn’t know the library offered that”?
- Are program attendance numbers lower than expected, even for well-planned events?
One tip to consider: Implement a system for tracking underused resources so you can prioritize promotion where it matters most.
Sign #2: Staff Are Unsure How to Promote Services
Many library staff members don’t see themselves as marketers, but they are often the best ambassadors. There is no better promotional tool than the moments your staff spend interacting with community members. That can be intimidating. But when staff are trained and confident, they can naturally promote services during interactions with patrons.
Ask yourself:
- Do staff hesitate when asked to promote a new service or collection?
- Is there an inconsistency in how services are described or recommended?
- Are frontline staff unaware of current marketing priorities or campaigns?
One tip to consider: Empower staff with talking points and quick-reference guides. Even a simple cheat sheet can help staff feel more confident and consistent when promoting services. And, give staff a chance to practice the talking points so they feel natural.
Sign #3: Marketing Is Reactive, Not Strategic
Many libraries practice reactive marketing, promoting something only when attendance is low, or deciding what to promote based on whoever asks the loudest. But reactive marketing leads to ineffective results and missed opportunities.
A strategic approach, using templates, timelines, and measurable goals, ensures consistent, impactful promotion. It also makes it easier to communicate marketing successes to stakeholders and justify continued investment.
Ask yourself:
- Do we tend to promote programs at the last minute?
- Is our marketing mostly “in response to” low attendance or urgent needs?
- Do we have clear goals and metrics for our promotional efforts?
One tip to consider: Create a promotional calendar that aligns with library goals and community needs. Even a quarterly plan can help shift your marketing from reactive to strategic.
Angela Hursh is Manager of Library Engagement, Marketing, and Professional Development for NoveList. She is reading Dream Count by Chimamanda Ngozi Adichie.
