Library Marketing for Non-Marketers

Recently our library completed a community survey to gather information for the creation of our new strategic plan. As we read through the results, it was disheartening to see how many suggestions we received about programs and services that we already provide. These suggestions led us to the fact that providing the community with what they are looking for was not the problem, the problem is that we are not successfully engaging them to want to know what we have to offer. Our library is not alone in this quandary, but how do we fix it?

First, decide what you would consider success. I think for most libraries this would be include the entire community knowing about, supporting and utilizing the programs and services we provide. But without a full-time marketing staff, how do we get there – or even close?

Next, create a marketing team. Pull together the staff who are interested in social media, graphic design, creating emails, and web design. This team effort will keep your branding consistent and your marketing fresh. Once you have your team;      

• Set up email marketing. Direct email is 40 times more effective than social media. Targeted email is even better because targeted audiences creates relationships.
• Look at your statistics. Generally, posting about upcoming library programs receive little engagement – are they worth the staff time? What creates impact and response? People generally want to see personal impact. Consider adding “how did you hear about this program” to your registration, and focus on those channels.
• Create a “Marketing Request Form” for staff. Include information such as the program or service, target audience, community partners involved, a graphic or photo, and what marketing is requested (social media, signage, email, web presence).
• Get creative. Involve staff, patrons, board members, Friends of the Library, puppets, animals, historic photos, how to videos (library of things, getting a card, accessing online resources), and local heroes (fire department, police, mayor). Be sure to include marketing that includes and represents everyone.

Finally, be sure to always keep in mind what the story is that you are trying to tell and give a face to the library. How does your library make the community better? People are not checking their social media for information, they want to be entertained. Find a way to get people engaged with your library and once they are invested, they will seek out the information regarding programs and services your library provides because they will want to be a part of your community centered, relevant organization!

@lapubliclibrary How to use a self checkout machine. #librarytiktok #lapl #lapubliclibrary #losangelespubliclibrary #librarytok #echopark #library #publiclibrary ♬ original sound - Los Angeles Public Library