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Super Library Marketing: Practical Tips and Ideas for Library Promotion

Draw Readers Back to the Library! 4 Proven Ways To Re-Engage Your Community

Watch this video now

#LibraryMarketing Show, episode 277

A viewer wants to know how you get people who have a library card but haven’t used it in a long time to return to the library and use the library! That’s a very common question that has stumped library marketers for years.

In this episode of The Library Marketing Show, I share my top four tips for re-engaging inactive cardholders.

Also, I’ll give kudos to a library that received press coverage for an event this year by telling the story of a patron who attended the event last year!

Do you have a suggestion for a topic for a future episode? Do you want to nominate someone for kudos? Let me know here. Thanks for watching!โ€‚

P.S.: If you wish, you may download a transcript of this episode.


Miss the last episode? No worries!

Will I see you soon?

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The Top 8 Must-Attend Library Marketing Conferences of 2025

Photo courtesy Public Library of Cincinnati and Hamilton County https://digital.cincinnatilibrary.org/digital/collection/p16998coll12?fbclid=IwAR3gV2a2TMW2DFTLlsU0shgVGKzEFtzSJBYpqyAircAHN3eh6wvoE-siipw
Photo courtesy Cincinnati and Hamilton County Public Library

My coworkers can always tell when I’ve returned from a good conference.

I usually have pages of notes and ideas. I schedule meetings with coworkers to talk through ideas. I write blog posts! I’m brimming over with new information and enthusiasm for this profession.

What topics do you want to see covered at conferences this year?

That’s why, every year, I research and release a list of conferences for my friends who also work in library promotions. I want you to have the chance to learn from experts while not breaking the bank. Here’s what I look for in a conference.

  • The conference has a robust selection of sessions specifically centered around marketing and promotions. Many conferences on this list are not specifically designed for libraries. But if the conference will teach you techniques or new concepts that you can adapt to your library work, I’ve included it.
  • The conferences are budget-friendly. I am keenly aware of budgetary constraints for libraries. That means some really incredible conferences are not on the list because they are just too darn expensive.
  • Some conferences are virtual, and some are in-person. I tried to offer a range for those who wish to travel and for those who are not able to travel.
  • Most of the in-person conferences in this list are all in the United States or Canada. If you know of a great marketing conference with content that applies to library marketing and is located in another country, please add the info to the comments for my international readers.

The 8 Best Conferences in 2025 for Library Marketing and Promotions

American Marketing Association

Full roster of events, virtual and in-person, throughout the year.
Price: Ranging from free to $500

This year, the American Marketing Association’s event schedule makes it worth it to join the organization. Each month, there are several events planned on a whole range of topics from AI to social media to video and working with influencers. Some events are free, others cost up to $500 for non-members.

Digital Marketing Conference Series

62 separate in-person and virtual events happening between March and November 2025 across the globe
Price:
Varies by location. You’ll generally pay around $620 for the bottom-tier in-person pass and about $210 for the virtual pass.

This series includes sessions on customer engagement, social media marketing, video marketing, web analytics, email marketing, content marketing, search engine optimization, geo-targeting, and more. Each event has its own website and agenda so you can pick the right session for you.

Digital Summit Series

6 separate in-person events between March and December 2025 across the USA.
Price: $525 for a main conference pass

This conference covers content, social media, email, SEO, analytics, and strategy. The conference offers talking points to use to convince your boss. They have discounts for sending three or more people. And I’ve looked over the schedule: They’ve got top-notch speakers on the list. This is a great way to learn about marketing from some of the top minds in the industry at a very affordable price.

Computers in Libraries 2025

In-person event, March 25-27, 2025, in Arlington, Virginia
Price:
Ranges from $299 to $949 depending on how many days you wish to attend and whether you want to participate in workshops.

There is a track each day that is promotions-related. On Day One, it’s called “Engaging Our Communities.” On Day two, it’s “Content Management.” And on the last day, it’s “Making an Impact and Creating Value.” I think the session choices really make it worth your time and money.

Social Next

In-person events across Canada between March and September, 2025 plus a Virtual Summit in December, 2025
Price:
Prices start at $199 Canadian

The schedule is robust with topics including content creation, social media, advertising, non-profit marketing, and more. And with events across regions in Canada, plus a very affordable digital event, I think this is a great option for library marketers in Canada.

Special Libraries Association

In-person event, July 7-19 2025 in Pittsburgh, PA
Price: $425 for students to $900 for late registration

This year’s theme is “Creative Transformation,” with programs and activities designed to foster innovative thinking and help you meet the challenges of a quickly changing information landscape. They have an entire track on marketing and competitive intelligence, which makes it valuable for libraries at places like museums, military bases, and law firms. Registration includes continental breakfast, lunch, a welcome reception, and a dance party!

Guru Conference

Virtual event, November 6-7, 2025
Price: Free

A favorite of my team at NoveList, this free virtual event is packed with tips for email marketing and advice for promotions. It’s energetic and usually has celebrity keynotes (last year was Sarah Jessica Parker!). There are no recordings, so you must set aside time to watch the sessions live. Block your calendar now.

Library Marketing and Communications Conference

In-person event, November 12-13 in St. Louis, MO
Price: TBD

If you have to pick one conference to attend this year, make it this one. This is an amazing opportunity to learn so much about marketing, communication, public relations, social media, and outreach in academic, public, and special libraries. The sessions explore issues that are important for this niche of library work. The conference includes time for attendees to network and discuss mutual challenges. Registration opens later this year. Sign up for their mailing list on the website to get more information. Join their Facebook group to start networking right now. I will be there!!!


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How One Library Got All the Stock Photos It Needs for Promotions in Just One Day!

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How To Use AI To Check the Tone of Your Library Promotions and Emails: A Demonstration

Watch this video now

#LibraryMarketing Show, episode 276

We know that it’s very important to strike the right tone with our library marketing and promotions. But when you’re creating a social media post, a flyer, or an email, how do you ensure your message resonates appropriately with your audience?

I have a little trick I’m going to show you in this episode of The Library Marketing Show.

Plus, I’m giving kudos to a library that was mentioned on the Kelly Clarkson show!

Do you have a suggestion for a topic for a future episode? Do you want to nominate someone for kudos? Let me know here. Thanks for watching!โ€‚

P.S.: If you wish, you may download a transcript of this episode.


Miss the last episode? No worries!

Will I see you soon?

Subscribe to this blog and youโ€™ll receive an email whenever I post. To do that, enter your email address. Then click on the โ€œFollowโ€ button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

Discover How a Libraryโ€™s Innovative Campaign Skyrocketed Web Visits!๐Ÿš€

Photo courtesy Cincinnati and Hamilton County Public Library

Kelly Rembert grew up in rural Wisconsin but went to Detroit after college.

โ€œGrowing up, I visited the library regularly but never thought of working there,โ€ confesses Kelly. โ€œI loved the books and looking at the displays. In college, I studied journalism and German.โ€ฏ”

“After college, I was working as a secretary at a bank ยญโ€‘ which wasn’t for me – and read an article about how a bunch of librarians would be hitting retirement age soon.โ€ฏIt was a lightbulb moment.โ€ฏI realized that I like working with people and I like books, so I enrolled in library school a few weeks later at Wayne State University.โ€

Kelly now works as an Outreach Librarian for Southfield Public Library, which is located in a suburb of Detroit. The library has an individual location serving 80,000 residents.โ€ฏ

Kelly started soon after the ribbon was cut on a new building, some 21 years ago. Sheโ€™s part of the Community Outreach department, which oversees the library’s marketing, promotion, exhibits, and large programs.โ€ฏ In addition to Kelly, the department has a full-time intern, a part-time graphic artist, and a part-time assistant.

One day, Kelly was attending a webinar when she got a big idea for a publicity campaign called 30 Days of Savings.

โ€œI wanted a way to call attention to all the great things the library can do to help save patrons money and time, especially with the high inflation cutting into our paychecks. We decided to highlight one library program or service each day.โ€

-Kelly Rembert

โ€œWe came up with ideas and taglines. We fought against our wordy librarian tendencies and kept the tagline short and simple.”

“We highlighted services that fit the day. For example, Election Day was ‘Learn from History: Study the Past to Define the Future.’ The Saturday after Thanksgiving was ‘Stream Movies: Save on Streaming’, where we highlighted free movies on Hoopla and Kanopy.โ€ย 

Though the planning process began in June, the library decided to launch 30 Days of Savings in November. They put all the information into a spreadsheet which included the message idea, the tagline, and the URL to be used by patrons.

You can download a copy of Kelly’s plan below.

From there, the libraryโ€™s graphic artist produced graphics to use in print, on the website, and on social media.

In October, Kelly and her team created the website, got all the social media posts scheduled, and printed out signs and a large calendar.โ€ฏ Before they knew it, it was November, time to launch the campaign!

โ€œFirst thing each morning, the savings of the day were posted on Facebook and Instagram and highlighted on our website,โ€ explains Kelly. โ€œThe savings item was also added daily to a large calendar located in our lobby. A special e-newsletter was sent at the beginning of the month to highlight the 30 Days of Savings program, and the daily savings items were featured in our weekly e-newsletters.โ€

โ€œInformation about the campaign was also sent to our local schools and some of them shared it with their students. Additionally, we sent out information to our elected officials and key community contacts and it was featured in the weekly Lathrup Village e-newsletter, which is our contract community.โ€

The month passed quickly and soon it was December. Kelly and her team were eager to analyze the results of their campaign. 

โ€œWe looked at our statistics to find out if the campaign was a success,โ€ says Kelly. โ€œWe compared our web views in October, before the campaign, to our numbers in November and each page view went up.โ€ฏ The 30-day webpage was viewed over 1,300 times and we had almost 1,600 clicks from our e-newsletters.โ€ 

Putting the campaign together took thought and planning but no outright costs.โ€ฏ Since the parameters are now set up, continuing the program will be easy.

โ€œWe plan to repeat this each April and November,โ€ comments Kelly. โ€œWe will highlight the services we didn’t fit into November and repeat some programs and services again.โ€ฏโ€ฏThis is a great way to draw attention to some of our lesser-known services.โ€

When Kelly isnโ€™t planning her own big campaign, sheโ€™s fangirling over the marketing efforts of nearby Ferndale District Library and Grosse Pointe Public Library.โ€ฏShe also loves to follow the work of Milwaukee Public Library, the Library of Congress, and the Community Library Sedona

She gives your library full permission to replicate the 30 Days of Savings.

โ€œI hope that other libraries will gain inspiration from this and put their own spin on it,โ€ declares Kelly. โ€œWhat benefits one library benefits us all.โ€


Want more help?

Library Reveals Inner Secrets of Award-Winning Marketing Campaignsโ€ฆ Now You Can Replicate Them!

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Rethinking Your Library Email Strategy: The Surprising Truth About First of the Month Sends!

Watch this video now

#LibraryMarketing Show, episode 275

Does your library send a monthly email newsletter? If so, do you send your newsletter on the first day of the month?

I want you to really think about that strategy, and I have some pros and cons for you to consider when you send your library’s monthly newsletter. We’re going to talk about that in this episode of The Library Marketing Show.

Plus, I’m giving kudos to a library that created a special, memorable video to celebrate a big milestone.

Do you have a suggestion for a topic for a future episode? Do you want to nominate someone for kudos? Let me know here. Thanks for watching!โ€‚

P.S.: If you wish, you may download a transcript of this episode.


Miss the last episode? No worries!

Will I see you soon?

Subscribe to this blog and youโ€™ll receive an email whenever I post. To do that, enter your email address. Then click on the โ€œFollowโ€ button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

How One Library Got All the Stock Photos It Needs for Promotions in Just One Day!

Photo courtesy Cincinnati and Hamilton County Public Library

At the Library Marketing and Communications Conference this past November, I watched as Jody Lazar, Director of Community Engagement at Winter Park Library in Florida made half a dozen mouths drop to the floor.

Jody, I, and about 30 others were crammed into a little room for a round table session. We were seated with about six other library marketers, talking about stock photo use for library promotions. Thatโ€™s when Jody revealed that her team got all the photos they neededโ€”and moreโ€”by setting up a Stock Photo Day. Everyone wanted to know how they did it! So, I asked Jody to share with my readers.

Jody, in turn, connected me with two team members who organized their Stock Photo Day. Brianna Haufman is the Marketing and Communications Manager at Winter Park Library. Samantha Huntington is the Community Engagement Specialist. Brianna and Samantha are, of course, loyal, lifelong library users.

โ€œOne of my fondest memories is tied to the local library in Springfield, New Jersey,โ€ remembers Brianna. My sister and I were avid library users, always checking out books and participating in childrenโ€™s activities.โ€

โ€œOne summer, knowing how much we wanted a dog, my mom signed us up for a program where kids could read to dogs. Iโ€™ll never forget reading to a little Pomeranianโ€”it felt like the storytelling performance of a lifetime! As a theater-loving kid, I embraced the chance to bring stories to life, and for an hour, it was as though we were dog owners. It was a small but magical moment that has stayed with me ever since.โ€

โ€œI was born and raised in Central Florida,โ€ recalls Samantha. “Before I was school age, my mom would take me to storytimes at our local library. My family didnโ€™t have cable TV, so my most vivid memories of this time werenโ€™t the storytimes but choosing movies and shows to borrow. Later, in high school, I volunteered at my local library. My favorite task was gathering holds and interlibrary loans from the shelves. It brought me to sections of the library Iโ€™d never been to. I loved reading the synopsis of unusual titles and discovering new types of books.โ€

Brianna and Samantha, along with Jody, make up the whole of the Communications Team at Winter Park Library, which is located about seven miles north of Orlando. They have one location and serve a population of 30,000 residents.

Like many of you, the Winter Park Library Communications Team manages a range of projects such as fundraising appeals, social media, newsletters, an annual gala, and more. They work closely with other departments, including childrenโ€™s and adult librarians, archivists, and outreach staff.

To promote all that Winter Park Library has to offer, Brianna and Samantha need photos! In the past, theyโ€™d used a mixture of photos of past events and stock photos.

โ€œThe problem with stock photos is they can only communicate an idea of what weโ€™re offering, not the actual thing,โ€ says Brianna. โ€œItโ€™s more impactful when we show someone using our actual equipment instead of stock.โ€

When the library was moved into a new building in 2021, the Communications Team was allocated extra marketing funds to produce a professional video. During that shoot, they worked with the production team to gather stock photos and videos for future promotions. Thatโ€™s when an idea formed for their Stock Photo Day.

โ€œWe began by identifying our biggest photo needs, from event promotion to donor outreach,โ€ explains Samantha. โ€œLibrary staff members with cameras volunteered to help, and we used a Signup Genius link to recruit participants in one-hour shifts.โ€

โ€œTo gather volunteers, we reached out to our existing library volunteers and shared the opportunity on local theater Facebook boards,โ€ continues Brianna. โ€œI also shared the project with my theater students at Central Florida Community Arts, which brought in families and even one of our photographers.โ€

Next, the team decided on vignette scenes for specific shots and used ChatGPT to generate a detailed schedule. They say the whole planning process took just a few hours, including assigning photographers to locations, creating a shot wish list, and organizing props.

Brianna and Samantha agreed to share their photoshoot day schedule for any library wishing to replicate this process, as well as their wish list of shots and their prop list.

Wishlist

  • Bookstore: photos of people with books, stacks, donation boxes, shelving, and kids in the kid’s area
  • Second Floor: Families using the play area, tables, reading, doing homework, collab rooms, stills of family, checking out/using youth laptop, pulling a book off the shelf.
  • First Floor: Computer lab, book return, reading, people checking out, getting library cards, leaving with big stacks, using printer and scanner, checking out a laptop, lecture/class, pulling a book off the shelf.
  • Makerspace: lecture/class, designing on the computer, using equipment
  • Memory Lab: studying, archives, shelving, using the converter/scanner.

Prop List

  • Books, book stacks, tote bags, donation box
  • Tablets, Computers, 3-D prints, tote bags, headphones, kids’ books, Archives
  • Toys, books, computers, tablets, ukuleles, puppets, bubbles, TAB shirts

The team held their Photo Shoot Day on a Sunday morning before the library opened.

โ€œWe had a staff member manage check-ins and release forms, while others helped stage scenes and distribute props,โ€ remembers Samantha. โ€œWe used walkie-talkies for coordination and even staged a mock ‘Author Talk’ in our theater space. Thanks to careful planning and community participation, the day ran smoothly and yielded excellent promotional materials.โ€

โ€œWe had two arrival times for our volunteer models and when they arrived, we split them into one of three groups,โ€ continues Brianna. โ€œOne group went with a teen volunteer photographer to the childrenโ€™s floor. The other two groups went downstairs with one of the two library staff members who agreed to be photographers.โ€

Photo taken during the Stock Photo Day

โ€œIn the overlap time between the first batch leaving and the second batch arriving, we took large group photos in our theatre. We ended the day by taking all the photographers and remaining volunteers outside for exterior shots.โ€

โ€œMembers of our marketing team directed volunteers and helped set up shots. One member of the marketing team followed our photographers with a phone on a gimbal getting B-roll.โ€

Photo taken during the Stock Photo Day

If your library wants to plan a stock photo day, Brianna and Samantha advise you to be flexible and go with the flow.

โ€œYou may have more or fewer participants than expected, so having backup plans is essential,โ€ advises Samantha. โ€œCreate a ‘wish list’ of shots but understand that you might not achieve everythingโ€”and thatโ€™s okay! Be open to suggestions. Once participants get comfortable, they might explore the space and come up with creative ideas for scenes or shots that you hadnโ€™t considered. That spontaneity can lead to some of the best moments.โ€

Photo taken during the Stock Photo Day

โ€œDonโ€™t be afraid to make bold, fun choicesโ€”your participants signed up for this experience! Whether itโ€™s recreating a TikTok idea youโ€™ve been wanting to try or capturing close-up shots that require retakes, embrace the opportunity. This is your day to be creative and capture the content your library needs.โ€

โ€œIโ€™d add that itโ€™s important to recognize how capable you really are,โ€ says Brianna. โ€œMany of us in this field experience imposter syndrome at timesโ€”I know I haveโ€”but pulling off something like this without a professional crew proves that you can do it. Itโ€™s a reminder to trust your skills and creativity.โ€

โ€œAlso, donโ€™t underestimate the willingness of your community to help. People enjoy being part of something fun and meaningful, and their enthusiasm can make a big difference in the success of your project.โ€


Want more help?

Need a Free Stock Photo or Illustration for Your Library Promotions? Here are the Top Ten Websites Where You Can Find Them!

Subscribe to this blog and youโ€™ll receive an email whenever I post. To do that, enter your email address and click on the โ€œFollowโ€ button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

Is Bluesky the Next Big Thing for Libraries? Experts Weigh In.

Watch this video now

#LibraryMarketing Show, episode 274

It’s time to talk about Bluesky. Do you need to add another social media platform to your library’s posting repertoire?

I’ll share some tips and articles to help you make that decision in this episode of The Library Marketing Show.

Plus, I’m giving kudos to a library that received national attention from a top talk show for its stuffed animal sleepover!

Do you have a suggestion for a topic for a future episode? Do you want to nominate someone for kudos? Let me know here. Thanks for watching!โ€‚

P.S.: For a transcript of this episode, click on this link.


Miss the last episode? No worries!

Will I see you soon?

Subscribe to this blog and youโ€™ll receive an email whenever I post. To do that, enter your email address. Then click on the โ€œFollowโ€ button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

6 Common Library Marketing Mistakes To Avoid in 2025

Watch this video now

#LibraryMarketing Show, episode 273

We’re going to start the new year out right! There are six common mistakes that I see libraries making in their marketing. In this episode of The Library Marketing Show, we will talk about how you can avoid them this year.

Plus, we’ll give kudos to a library that wrote a fun holiday survival guide and published it in the local newspaper.

Do you have a suggestion for a topic for a future episode? Do you want to nominate someone for kudos? Let me know here. Thanks for watching!โ€‚

P.S.: For a transcript of this episode, click on this link.


Miss the last episode? No worries!

Will I see you soon?

Subscribe to this blog and youโ€™ll receive an email whenever I post. To do that, enter your email address. Then click on the โ€œFollowโ€ button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

The State of Library Marketing in 2025: Survey Reveals New Obstacles and Frustrations

Photo courtesy Cincinnati and Hamilton County Public Library

Whenever I am handed a survey, I answer it.

As a marketer, I understand the value of surveys. For the respondent, they are a rare chance to voice their opinion about a product, service, or organization. For the organization, they are a way to gather valuable information and create a better user experience.

For the past 9 years, Iโ€™ve sent out a survey once a year filled with questions that help me better understand who you are, and how this blog and The Library Marketing Show can be as helpful to you as possible. The posts and videos directly respond to the questions and concerns you share. For example, the 2025 Social Media Guide to Libraries was planned and published based on the results of this survey.

The struggles and goals of libraries shifted in some major ways this year. As we begin 2025, here is the state of library marketing.โ€‚

Basic methodology

The survey was conducted for two weeks in September 2024. The survey was a mix of multiple-choice and open-ended questions. There were 109 responses.

Type of library

Respondents to the survey consist mainly of public library workers.

  • 84.4 percent of respondents work in a public library.
  • 11 percent work in an academic library.
  • The remaining 4.5 percent of respondents work in school, special, military, or state libraries.

Size of library

Respondents to the survey come mainly from small and medium-sized libraries.

  • 33 percent serve a population of 25,000 or less.
  • 19.3 percent serve a population between 25,000 and 50,000.
  • 20 percent serve a population between 50,000 and 100,000.
  • 14.7 percent serve a population between 100,000 and 250,000.
  • The remaining respondents work at a large library.

Marketing experience

Most of the respondents are experienced marketers.

  • 79 percent of respondents say theyโ€™ve managed promotions for a library for 3 years or longer.
  • 16.5 percent have worked in library marketing for 1-2 years.
  • 4.5 percent said they have worked for less than 12 months in library marketing.

Time spent on library marketing

Half the respondents to this yearโ€™s survey say marketing the library is their primary job function. The other half say marketing is just one of many responsibilities they must complete.

Top five most pressing questions or concerns

#1: Staff and library leadership buy-in

The survey respondents this year identified struggles with other staff members as the most common issue. Library marketers specifically report having difficulties in getting their supervisors and co-workers to understand their roles. They find it challenging to communicate the value of their work and their expertise in library promotions.

โ€œI have to provide a lot of education/context for them to understand why they should take marketing seriously,โ€ said one respondent. โ€œI suspect that, because we are a small library/community, they feel it’s not necessary.

Another respondent asked, โ€œOne of the biggest challenges is staff expecting the level of marketing for something will dictate how successful it will be. Everyone (including the library board) has their opinions about how marketing should be handled and are constantly pulling us in different directions with their own priorities. We end up spending a lot of time doing things we don’t think is a good thing to focus on, leaving us little time to work on what we think or know will be better.โ€

And yet a third respondent told me, โ€œStaff expect us to create posters and Social media posts for every program but they’re also creating programs that the community didn’t ask for. So, when no one registers, marketing gets blamed. You have to have some tough skin to work in library marketing because everyone thinks they’re a better marketer and everyone is a critic.โ€

An academic library marketer said, โ€œThe university marketing department has completely shut down the library social media accounts and we cannot send mass emails. All print materials must be approved and abide by the campus brand book. We use a university portal to post announcements of library events and highlight a library database subscription or collection. We are cultivating advocacy efforts among library student workers to use their own dept/program email groups to share library information.โ€ Great idea!

#2: Budget

Iโ€™m not surprised that this came up as a frequent problem this year. In my conversations with libraries, the budget has once again become a critical worry, as local, state, and federal lawmakers cut money from public services in the U.S., Canada, the UK, and Australia. (Jerks!)

One respondent said, โ€œIt’s always a challenge to get experienced marketing/graphic design professionals to work for a library salary.โ€

Said another, โ€œWe’re a small library and most of our promotional efforts rely on us finding ways to do it without cost or coming up with sponsors for special promotional materials.”

#3: Time

We never have enough time to do all the things we need to do to reach our target audiences. And for those of you who work at a small library, this is especially problematic.

โ€œI’m pretty much a one-person team, with one part-time assistant who does most of the print promotions,โ€ said one respondent. โ€œSo, trying to do everything (website, email, social media, graphic design, etc.) solo is challenging. Really hard to do a really good job at all the things at once.โ€

#4: Reaching non-users

The age-old problem of how to reach people who donโ€™t use the library continues to perplex library marketers. Said one frustrated respondent,โ€ It’s easier for people not to attend programs, it’s easier for people to stay home instead of coming to the library. How can we motivate them to want to come?โ€

Another told me they struggle with… โ€œreaching people outside of the building and convincing them that they are missing out on wonderful free programs and services, great materials, and saving money.โ€

#5: Social media

Respondents shared frustration with changing social media algorithms and the lack of engagement on the platforms where they post.

โ€œFacebook is better at reaching patrons in our specific area, but fewer people are using it,โ€ said one respondent. โ€œInstagram isn’t working for us at all. I don’t have the bandwidth for more social media platforms at this time.โ€

Said another, โ€œThere are now way too many social media channels while traditional media is shrinking. We can’t be on every platform and do it well.โ€

A third respondent said, โ€œI find social media to be less and less effective for promoting events and general information so I’m posting less often, although that’s not necessarily a bad thing since I can then dedicate that extra time to other, more useful tasks.โ€

Other concerns

AI, project management, fighting for relevancy, and keeping up with trends were also mentioned by respondents as topics of concern.

Social media use

Here is the percentage of libraries using specific social media platforms, according to the survey respondents.

  • Facebook: 98 percent
  • Instagram: 97 percent
  • YouTube: 67 percent
  • LinkedIn: 40 percent
  • Twitter/X: 22 percent
  • TikTok: 20 percent
  • Pinterest: 7 percent
  • Threads: 7 percent

Of note: The number of libraries using LinkedIn for promotion jumped 19 percent. The number of libraries posting videos to YouTube rose by 13 percent. And the number of libraries using X dropped by 15 percent this year.

Email marketing

I asked my respondents how often their library sends promotional emails.

  • Once a week: 35 percent
  • Once a month: 33 percent
  • Several times a week: 14 percent

14 percent of respondents said their library doesnโ€™t send any email at all. Thatโ€™s an increase of 5 percentage points from 2023. Iโ€™m curious: If you are a library that doesnโ€™t send email, can you share a little bit about why in the comments?

The most important library marketing goals

For this yearโ€™s survey, I made a list of the marketing goals I hear most often from libraries. I asked respondents to choose the one goal they most wanted to concentrate on over the next 12 months. Here are the top four answers with their corresponding percentages.

  • Driving visitors to your physical location, website, or catalog: 27.5 percent.
  • Reaching non-patrons: 23 percent.
  • Getting current cardholders to use the library more often: 16.5 percent.
  • Driving the use of services like databases, Makerspace, Library of Things, etc.: 9 percent.

Use of AI

This year, I added a question to see how libraries are using AI for marketing, if at all. Turns out that most library marketers are NOT using AI. Those who do use AI log on about once a month and get help with developing new ideas and producing or editing text.

Effectiveness of promotions

This year, I asked respondents to gauge how effective their library promotions are. Most respondents, 72.5 percent to be exact, rate their promotions as โ€œSomewhat effective.โ€

When asked to give more specific answers about why their marketing is either effective or ineffective, I got lots of insightful and interesting responses.

Here is a sampling of answers from people who ranked their marketing as โ€œineffective.โ€

  • โ€œSocial media marketing is pretty much the only marketing we’re doing and that doesn’t reach enough people.โ€
  • โ€œTiming of emails–too late for patrons to register for events because marketing is sent out the day before. Inconsistency in what is being promoted and what message is being given because of too many people on the team and no direction from leadership. Insistence on only using social media to market (to save money) even though most of our patrons don’t follow us online and many don’t even have internet access at home.โ€
  • โ€œThere has never been a marketing plan before. I am trying to establish one, but it is not valued.โ€
  • โ€œOur Marketing Coordinator does not have a coordinated plan, use social media calendars, or know how to write for todayโ€™s audiences. We arenโ€™t connecting with new or old patrons because there is no defined target audience for any promotions. They throw money at Facebook ads if things arenโ€™t going well. Weโ€™re not sure how to teach that skill and keep them up to speed with the rest of the team, who come across as more experienced because they use social media daily.โ€

Here is a sampling of answers from people who ranked their marketing as โ€œvery effective.โ€

  • โ€œPersistence, having time, knowing which audience is where (email vs. Facebook).โ€
  • โ€œI think we are very intentional about our goals and how we are using our tactics to achieve those goals.โ€
  • โ€œAcademic library: Our promotional is a mix of information and fun things. Students, faculty, and staff seem very engaged with our content.โ€
  • โ€œA highly skilled marketing professional leading all levels of communication is imperative to our success. We have a cash budget to purchase paid media and marketing placement.โ€
  • โ€œWe have consistent messaging and branding and a very supportive community.โ€
  • โ€œWe’ve been using special events to reach non-patrons. It’s been largely effective to just get them in the door, offering an experience, courtesy of the library.โ€

What to expect from Super Library Marketing this year

Readers asked for more examples of libraries doing effective marketing. I have a whole series of library profiles lined up for this yearโ€ฆ so stay tuned!

Readers also asked for more profiles of libraries outside the United States. I will be looking to find those libraries. A reminder you can message me anytime with suggestions if you see a library outside the United States that would make a good profile.

One reader commented, โ€œI’d love to see more ideas on how to translate general marketing strategies to fit library structures.โ€ I will continue to try to do this during Library Marketing Show episodes this year.

A reader said, โ€œI’d love for you to discuss WCAG 2.1 Level AA and the new ADA law that was passed. Like– how do we implement (beyond just alt text)?โ€ I will be sharing information on that in the coming months.

And finally, someone said, โ€œI always feel like I need to up my lip color game when I watch an episode of The Library Marketing Show. It’s inspiring!โ€ Thank you! I wear Divine Wine #695 by Maybelline.


PS Want more help?

Library Promotion Mastery: Top 10 Tips You Need To Know for the New Year

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