I will confess to you that I am worried about the future of libraries.
The news that the current United States Presidential administration intends to eliminate the Institute of Museum and Library services is devastating. For some libraries, the funding from IMLS accounts for a huge percentage of their annual budget. In my day job with NoveList, I’ve heard that some U.S. libraries are worried they won’t have enough money to buy books, let alone pay staff and keep buildings open.
Libraries in other parts of the world are facing threats, too. Canadian libraries are beating back book censorship challenges. In the United Kingdom, Australia, and New Zealand, funding cuts continue to threaten libraries. It’s a scary and infuriating time to be a library marketer.
I’ve been compiling a list of things that library marketers can do to protect their jobs and prove the value of their promotions and their libraries. Putting a plan in place and acting on that plan makes me feel less helpless and hopeless. So, here’s what I want you to do.
Stay focused: Set goals and center your energy there
Focus is critical during turbulent times. You may be tempted to think that you must promote everything the library offers to fight back against budget cuts. But I can say from experience that this method is ineffective and exhausting for you and your audience.
This is where goal setting can be critical. Pick the three biggest goals for your library for the next six months. For example, you might say Summer Reading, opening a new branch, and increasing the circulation of print items.
Next, you set goals for each of those three items. Use numbers, active verbs, and decide on a timeline for when that goal will be completed. Do not set a goal of “We hope to get more people to participate in Summer Reading.” Instead, say, “By August 15, we will increase participation in Summer Reading across all age groups by 10 percent.”
Next, use the divide and conquer method to focus your promotions on those goals. You’ll want to spend about 75 percent of your promotional time on these three key areas. What will you do with the other 25 percent?
Incorporate value-driven messages into your calendar
With the remaining 25 percent of your energy, you’ll focus on repeated messaging that conveys core library values. Use messaging that focuses on the library as a welcoming place where privacy is protected and where community members can pursue learning, creativity, and connection. Here are 4 ideas for how to do that.
1. Use positive storytelling
Share real-life stories of how the library is a refuge for students, job seekers, new residents, and others who need a safe, quiet, or supportive environment. Give your patrons opportunities to share why the library feels like a safe and welcoming place for them through video clips, quotes, or social media posts. Need inspiration? Here’s how one library marketer does it.
2. Feature library services that center on safety and comfort
Promote meeting spaces, quiet study areas, free Wi-Fi, literacy programs, or social services partnerships that help patrons feel secure and supported.
3. Celebrate the joy of reading
A Scottish librarian once told me, “Reading for pleasure is fairy dust.” It’s magic. It transports you, teaches you, and inspires you.
One way to connect with the readers in your community is to do more collection promotion, focused on the joy that the reading experience brings. Your readers are fierce library supporters, and they’ll be the first to defend you from attacks. Engage them with more reading recommendations!
4. Use visual cues in the library
Display signage that communicates safety and inclusivity, such as “All Are Welcome Here”, “Your Library, Your Space”, and “Come as you are. Stay as long as you like.” You can use AI to help you come up with short, non-political phrases that will convey the message of welcoming.
Build your email lists
Social media platforms are more divisive, and many people are leaving them. You need a way to directly communicate with your community without algorithms! Right now, start working on building your subscriber list for emails. Here is a step-by-step guide for doing that.
Track metrics to prove your value
I know it’s time-consuming. But tracking marketing metrics helps you prove the value of your work by providing data-driven evidence of your impact on the community.
Metrics like email open rates, social media engagement, and website traffic show how well your library is connected with patrons. Compare your metrics to the industry averages to show the value of email marketing.
You should also track event registrations, program attendance, and resource usage tied to promotions. These numbers will allow you to show how marketing drives participation. For example, if you track metrics, you can tell your supervisor and your board of trustees that the rise in participation in summer reading was the direct result of your promotional campaign. when requesting funding or staffing.
Hard data will help protect the funding and staff you may have to work on marketing. If you don’t believe it, this library’s experience with metrics may cause you to change your mind.
Remind yourself of your successes
Library marketing always comes with setbacks, but remembering your past successes reminds you that you’ve overcome challenges before and can do so again. I have two ways that I practice this concept.
Every two weeks, I write a post for our company Teams channel about the content and emails we’ve released and their results (if I have them already!). I also give shout-outs to the coworkers who helped us with different pieces of marketing. I don’t ever want to take it for granted that everyone I work with knows what my team does and why our work is valuable.
At the end of every day, I take just a second to acknowledge everything I have done that day. It’s a simple but effective way to remind yourself that you are working hard and making progress… because progress in marketing sometimes seems very slow!
Network with others
This is the perfect time to join groups that relate to your work. You may need those connections if your job is threatened. And it’s always a positive boost to have people who understand library marketing in your circle.
The Library Marketing Book Club is a great option! We meet every two months to discuss a marketing book and to share ideas about marketing. In between meetings, we celebrate successes and ask for help with projects on our Facebook and LinkedIn pages. You can sign up for the club here.
Need more inspiration?
How To Persuade Library Leaders To Take Your Marketing Advice
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Super Library Marketing: Practical Tips and Ideas for Library Promotion 