Photo courtesy Cincinnati and Hamilton County Public Library

Where I live, the air is thick and humid right now, the fault of something called “corn sweat.” That’s the process of corn plants releasing moisture into the atmosphere through transpiration, similar to how humans sweat. My friend from my TV days, meteorologist John Gumm, says the corn crop in my area is releasing billions of gallons of water daily. Fun, right?

To cool off, I swim laps at the local YMCA. And underwater, I have a lot of time to think. Lately, I’ve been using that time to figure out how to help my library friends prepare for what will come when the weather turns cooler.

In the United States, the full ramifications of the loss of the Institute of Museum and Library Services and its funding will hit in September. For libraries in Canada, the United Kingdom, Australia, and New Zealand, funding cuts and intellectual freedom challenges are making work more difficult and threatening the core mission of libraries.

Longtime readers may already know that I’m not the kind of person who says, “There’s nothing I can do about it” very often. Action is how I deal with my anxiety. So, here’s the plan of library marketing action for the coming months.

The Big Problems We Face

Library marketers face a lot of obstacles. But in the coming months, the big threats are:

  • Decline or elimination of funding for libraries, which leads to…
  • No money for marketing or promotions, which impacts the effectiveness of our marketing, making it seem like marketing is no longer valuable. That often leads to…
  • Hiring freezes or the elimination of dedicated library marketing staff, which leads to…
  • Less use of the library, which leads to…
  • More funding cuts and library closures.

We do not want to get caught in that vicious circle.

What Library Marketers Need to Do

1. Lead with your value.

As we face the prospect of shrinking budgets and rising scrutiny, your library’s value must be front and center. And you must create a plan that communicates that value clearly and consistently, not just during certain times of the year like Library Works Week or National Book Month, but all year long.

Use every channel you have to reinforce how your library improves lives. Share patron success stories, promote your most-used services, and highlight how your library supports literacy, learning, and community connection.

2. Focus on the most cost-effective promotions.

We still have a good many low-cost, high-impact channels for promotions. But focus is the key.

This fall, I want my library marketing friends to spend their time and precious money on the following:

  • Email marketing: This is still one of the most effective tools for engagement. Targeted, opt-in messages are the most effective means of communication, with no algorithm to circumvent. So, get a plan together to grow your subscriber list now. And, as you put your emails together, think of them as a conversation between you and your audience. Try to keep your messages short and enticing. And offer your email recipients a way to email you back with feedback and questions. It will make them feel valued, and that feedback will make your messages stronger and more effective.
  • Collection marketing: Books are the heart of what you do. And we know most people come to the library for the collection. Don’t shy away from books! They’re your brand. Promote your books, databases, and digital resources through curated lists, displays, and themed promotions.
  • Strategic partnerships: Work with local organizations to amplify your reach without spending more money. Partnerships can take time to cultivate, but the investment is worth it. Your partners can strengthen your library’s offerings and give you access to audiences you’ve never reached before.
  • Organic social media: I put this last because of my mixed feelings about it. Social media effectiveness overall is declining. But posts that tell stories, highlight staff, or have some kind of interactive element like a poll or question, do boost visibility. So don’t use your social media accounts to highlight programs. I know that’s going to be upsetting to some readers, but the data shows it doesn’t work. Instead, think of your social media as an effective way to build relationships and reinforce your library’s personality.

3. Make it easy for new users to engage.

The moment someone signs up for a library card is critical for library marketing. It’s your first chance to make a good impression and use that person’s “new cardholder” status to convert them to a lifelong fan! You should:

  • Send a welcome email series.
  • Create a “New Here?” section on your website with the same information as the email series.
  • In those emails and on that website section, highlight services that are easy to access and immediately useful, like eBooks, streaming movies or music, or personalized reading recommendations.

4. Empower your front-line staff.

Your staff are your best ambassadors. Train them to talk about services, recommend materials, and encourage sign-ups for newsletters or events. Give them talking points so they can highlight personalized services like readers’ advisory, chat reference, and book bundles. These human touches build loyalty and word-of-mouth buzz and reinforce the message that your library is filled with helpful people.

5. Track what matters — and act on it.

No more excuses… stop doing what doesn’t work, even if it’s something you’ve always done. That means:

  • Regularly reviewing your metrics.
  • Dropping underperforming campaigns.
  • Doubling down on what’s delivering results.

If your supervisor pushes back, ask them to message me. Seriously.

6. Experiment.

All marketing is an experiment. And some people shy away from experimentation during tough times. But now is the perfect time to try innovative approaches!

  • Try sending your videos in an email to see if you get more views.
  • Launch a blog or podcast.
  • Pilot a new format for your newsletter.
  • Test a new tone or voice in your messaging.

7. Streamline your approval process.

If internal red tape is slowing you down, advocate for a more efficient workflow. There are a lot of things you can do to make the approval process less painful,

  • Use templates to speed up content creation.
  • Set clear deadlines and expectations.
  • Build trust with leadership by showing how faster approvals lead to better results.

What are you doing to prepare your library and yourself for the challenges ahead? Let me know in the comments.

Need more inspiration?

8 Must-Know Library Marketing Tips To Kickstart Your Success for the Rest of the Year

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