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Ensure Your Digital Library Marketing Passes Accessibility Tests: Expert’s Urgent Advice

Photo courtesy Cincinnati and Hamilton County Public Library

Laura Solomon grew up in upstate New York with a mother who was an avid reader. She took Laura and her brother to the local library about once per week.

“My favorite memory about a library wasn’t directly in a library,” recalls Laura. “When I got the chicken pox and was out of school for days, my mother asked the children’s librarian for books I would like. The librarian sent her home with a huge stack. I loved every book!”

Now, Laura helps libraries with digital marketing and website design for the Ohio Public Library Information Network. I reached out to Laura after the company I work for, NoveList, began work on digital accessibility. And, of course, that made me think of my library friends and their commitment to accessibility.

So, I asked Laura to share her expertise and tips. But first, Laura wants to clear up one misconception. I thought that the push for full compliance was the result of a new law. I was wrong.

Laura says there are no new legal risks, but there is likely to be much more scrutiny and even fewer accepted excuses for not meeting legal obligations after the deadlines.

“There are no changes to the Americans with Disabilities Act (ADA) regarding web accessibility,” declares Laura. “Websites have had the legal requirement of being accessible to people with disabilities for many years. The Department of Justice has long stated this clearly.”

Laura says that, in April 2024,  the Department of Justice added two new rulings that impact your library.

There is now an official deadline for compliance for state and local government entities. The specific deadline depends on the population of your library’s community, which is not the same thing as your library’s service area.

“The Department of Justice has drawn a line in the sand because too many government entities (including libraries) have been ignoring the legal requirement.”

Laura Solomon

In addition, there is now an official standard for compliance. WCAG 2.1 AA is a set of internationally recognized guidelines developed by the World Wide Web Consortium (W3C) to ensure web content accessibility, particularly for people with disabilities. This is the standard your library must meet in order to be compliant.

So, it’s time for your library to get serious about compliance. Where should you start?

 “I would recommend starting with automated testing, using a tool like Webaim’s WAVE tool,” advises Laura. “However, I always recommend testing with more than one tool. They will usually catch slightly different errors.”

“Most tools (including WAVE) only check one page at a time, not an entire site at once. It takes manual testing to really dig into things correctly. However, it’s a good starting point for most laypersons.”

“It’s important to understand that the WCAG standard is a technical standard. It’s used to evaluate the code that creates the website, not what you see on the screen. That means it often requires someone with both web development and web accessibility expertise to completely remediate issues.”

“WebAIM also has a great introduction to web accessibility. The best thing a library can do right now is to add accessibility checks into content workflows.”

That means, for every piece of content your library creates, a library will need to check for accessibility, including color contrast, alt text, keyboard navigation, and structured content.

Laura says the most common accessibility mistake she encounters on library websites is a lack of alt text or poorly written alt text.

“As the web has become increasingly visual, much of that content has become completely unavailable to people using assistive technology,” explains Laura. “Alternative text is mission-critical and not just a nicety.”

“Another thing that many libraries do is to pack images with tons of text. This isn’t just problematic for web accessibility, but it’s also poor design.”

Laura says another problem that’s become increasingly pervasive is the use of accessibility overlays, which are third-party products that usually have some kind of button that provides additional accessibility features when activated. 

“Accessibility advocates have long begged site owners to stop purchasing these,” says Laura. “They can often interfere with the technology that people with disabilities already use to make their online experiences accessible. Also, they don’t protect libraries from lawsuits. If your library has purchased one of these, I strongly recommend removing it and focusing on making your website accessible from the ground up.”

Your library may feel overwhelmed by both the scope of this work and the cost.

“To be honest, retrofitting a website for accessibility can be more time-consuming and expensive than starting with a framework that already provides accessibility as part of its core functioning,” says Laura. “Sadly, a lot of popular content management systems don’t do this or only provide some accessibility features.”

Your library’s website isn’t the only thing you need to review to be compliant. PDFs, e-newsletters, and social media graphics should also be considered. Laura says it’s difficult to make PDFs compliant. The best advice is to not use PDFs. As for e-newsletters, they have the same requirements as any regular web page. Social media graphics require alt text.

“It’s important to understand that web accessibility includes everything,” shares Laura. “It includes databases, apps, and anything else that connects to the internet. It also includes a lot more than just the blind or visually impaired.”

“People with disabilities are not a small part of our communities; statistically, they represent at least 1 in 4 people. Libraries are about serving their communities, and this is an especially important way in which they can do that, regardless of legal requirements.”

Laura Solomon

Need more inspiration?

10 New Infographic Ideas To Prove the Value and Power of Your Library

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Protect Your Library Marketing: 6 Smart Strategies for Turbulent Times

Photo courtesy Cincinnati and Hamilton County Public Library

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

      Subscribe to this blog, and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

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      How One Library Marketer Advocated for (and Got) an Additional Promotional Staff Member

      Photo courtesy Cincinnati and Hamilton County Public Library

      Have you ever wondered what you could do for your library if you had more people working on promotions?

      Staffing up in library marketing is very uncommon. I believe this is a huge mistake that many libraries make. Leaders and board members don’t understand the essential connection between smart, strategic library marketing and the organization’s success.

      So when I learned that Nicole Fowles of the Delaware County District Library successfully advocated for and got an extra library marketing staff member, I had to ask her how she did it! Nicole grew up in New Philadelphia, Ohio, and was a regular visitor to the Tuscarawas County Public Library Main Branch.

      “I have fond memories of storytime with Mrs. Pittman,” remembers Nicole. “We’re Going on a Bear Hunt was a classic! But even more special was bringing my own children back to that library when we visited the grandparents for them to get to enjoy a storytime.”

      Nicole is now the Communications Coordinator for the Delaware County District Library, a five-branch system with a bookmobile and other outreach services. DCDL serves a population of nearly 166,000 people.

      Nicole came to the library in 2012. She had one Communication Specialist but was certain she needed more help.

      “As the Library grew, the strain on our department of two grew, as well,” explains Nicole. “In 2018, the Library passed a levy with the promise to build a new branch. Feelings of overwhelm were setting in, and we knew it was time to really look at what jobs we accomplished for the system, what was being asked of us, and what we could realistically provide to the best of our abilities.”

      “The first thing I did was sit down with my Communications Specialist and perform a job task audit. We each took a stack of colored Post-it notes and in about 30 minutes wrote down every job that we do or anticipate doing with the construction of the new branch.”

      Nicole says it became clear their job responsibilities were unbalanced and not always aligned with the library’s priorities. So, she decided to use a graphing technique she had learned from business books.

      She created a chart. At the top, she put two columns: Library needs and Library doesn’t need. Then, on the side, Nicole made two rows, one labeled I like, and one labeled I don’t like.

      “Take your tasks and put them into those squares,” directs Nicole. “What do you like doing, but the library doesn’t need? What do you not like doing but the library needs? This gives a clear, hard-truth picture of tasks that might need to be eliminated or that could be given to a different person.”

      “We took the Post-its that remained and looked at the common themes. Much of the work that was overwhelming me had to do with maintaining the website and managing email communications. I liked those tasks, and the library needed those, but I was doing both jobs poorly because I was not giving them the time or investment of education they deserved.”

      “I knew the potential we could reach with email segmentation, but I had no desire to even begin to creep into that world because I was already overwhelmed with the basics of simple bulletin communications.”

      “Our patrons were not being served in the best way that they could be. We knew a second Communications Specialist was needed to focus on the website and email communications.”

      -Nicole Fowles

      Nicole says the next step was to approach her director. But before that meeting, she did some additional prep work.

      “I looked at the job description and had to decide if we’d keep the same job description or if it would need to be a new title,” remembers Nicole. “We decided to keep it the same, as this person would still have much cross-over with general communications duties. We’d post it with clarity that we were focusing on digital comms. I also needed to be sure that the organization’s pay scale for the title was appropriate for the job we wanted to accomplish.”

      “When I had title, job description, and overall benefits and pay impact figured out, I listed the things I wanted to do and the cost if I simply contracted them out. I got various quotes for full-scale website management from other companies. I also got quotes for contract email support or PR for-hire agencies.”

      “In the end, the benefit of hiring someone who would do the work of those two contracts (web and PR agency), in addition to being a DCDL employee and helping as needed with other Communications Department duties (campaigns, community events, etc.) outweighed the cost of hiring external contract help.”

      Armed with that pitch, Nicole was ready to make her case to the director.

      “The Director was sympathetic to our anecdotal evidence,” recalls Nicole. “He was also receptive to the financial analysis of what those things would cost if we used outside contractors as opposed to an internal employee.”

      Nicole had to get approval for the potential staff member’s salary and benefits from the Board of Trustees. She knew the board liked to be on track or ahead of similar libraries, so she made sure to provide that information.

      “Take a close look at your Board of Trustees and attend a Board meeting, if you aren’t already,” advises Nicole. “It’s wise to know where they dig in and where they relinquish control to their Directors.”

      “I had already learned after many years of attending Board meetings that they were big on the numbers side and slightly competitive, and those would be the angles I’d need to use to approach them.”

      -Nicole Fowles

      As you know from the title of this post, Nicole was granted an extra staff member! That meant her original Communications Specialist could focus on print communications and social media. Nicole says the work she put into advocating for a second Communications Specialist focused on digital marketing was well worth it.

      “Our website was not showing up on Google searches well, but she cleaned up our Search Engine Optimization,” says Nicole. “We did not have a great place to utilize news. We now effectively have a blog. A widget that I constantly broke but desperately wanted to use was something she took and ran with and used on several other pages that needed it! Our website needed a drastic facelift, specifically regarding organizational hierarchy; she led the charge.”

      And Nicole’s second staff member also took the library from sporadic monthly emails to email marketing success.

      “Our new employee was able to build many segments and help us reach our cardholders more appropriately for targeted messages,” shares Nicole. “She helped create a brand-new Mature Reader newsletter that specifically reaches our 55+ community, a Pre-K newsletter utilizing our mascot, and an A-Z newsletter specifically for children going into kindergarten. Our reach has grown leaps and bounds.”

      What’s next for Nicole and her staff? She’s now building the case for an internal communications specialist after seeing an inspiring presentation by the Spokane Public Library at the 2024 Library Marketing and Communications Conference.

      Nicole has one final piece of advice for her fellow library marketers.

      “Read the business books!” she implores. “Most of what inspired me to do our task analysis came from a book called Do More Great Work by Michael Bungay Stanier. There are many more out there!”

      One way to get more business books into your TBR is to join The Library Marketing Book Club! I’m now the co-host of the club with Anna Lowry of the Central Rappahannock Regional Library. Want to join? Contact me here.

      Need more help?

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

      Subscribe to this blog, and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

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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!!!

      Want more help?

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

      Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

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      Discover How a Library’s Innovative Campaign Skyrocketed Web Visits!🚀

      Photo courtesy Cincinnati and Hamilton County Public Library

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

      “Growing up, I visited the library regularly but never thought of working there,” confesses Kelly. “I loved the books and looking at the displays. In college, I studied journalism and German. ”

      “After college, I was working as a secretary at a bank ­‑ which wasn’t for me – and read an article about how a bunch of librarians would be hitting retirement age soon. It was a lightbulb moment. I 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.”

      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. 

      Kelly started soon after the ribbon was cut on a new building, some 21 years ago. She’s part of the Community Outreach department, which oversees the library’s marketing, promotion, exhibits, and large programs.  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.

      “I 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.”

      -Kelly Rembert

      “We 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.” 

      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.

      30 days of savingsDownload

      From there, the library’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.  Before they knew it, it was November, time to launch the campaign!

      “First thing each morning, the savings of the day were posted on Facebook and Instagram and highlighted on our website,” explains Kelly. “The 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.”

      “Information 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.”

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

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

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

      “We plan to repeat this each April and November,” comments Kelly. “We will highlight the services we didn’t fit into November and repeat some programs and services again.  This is a great way to draw attention to some of our lesser-known services.”

      When Kelly isn’t planning her own big campaign, she’s fangirling over the marketing efforts of nearby Ferndale District Library and Grosse Pointe Public Library. She 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.

      “I hope that other libraries will gain inspiration from this and put their own spin on it,” declares Kelly. “What benefits one library benefits us all.”

      Want more help?

      Library Reveals Inner Secrets of Award-Winning Marketing Campaigns… Now You Can Replicate Them!

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      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, I’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. 

      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 they’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 year’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.

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

      Another respondent asked, “One 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.”

      And yet a third respondent told me, “Staff 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.”

      An academic library marketer said, “The 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.” Great idea!

      #2: Budget

      I’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, “It’s always a challenge to get experienced marketing/graphic design professionals to work for a library salary.”

      Said another, “We’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.

      “I’m pretty much a one-person team, with one part-time assistant who does most of the print promotions,” said one respondent. “So, 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.”

      #4: Reaching non-users

      The age-old problem of how to reach people who don’t use the library continues to perplex library marketers. Said one frustrated respondent,” 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?”

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

      #5: Social media

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

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

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

      A third respondent said, “I 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.”

      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 doesn’t send any email at all. That’s an increase of 5 percentage points from 2023. I’m curious: If you are a library that doesn’t send email, can you share a little bit about why in the comments?

      The most important library marketing goals

      For this year’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 “Somewhat effective.”

      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 “ineffective.”

      • “Social media marketing is pretty much the only marketing we’re doing and that doesn’t reach enough people.”
      • “Timing 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.”
      • “There has never been a marketing plan before. I am trying to establish one, but it is not valued.”
      • “Our Marketing Coordinator does not have a coordinated plan, use social media calendars, or know how to write for today’s audiences. We aren’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 aren’t going well. We’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.”

      Here is a sampling of answers from people who ranked their marketing as “very effective.”

      • “Persistence, having time, knowing which audience is where (email vs. Facebook).”
      • “I think we are very intentional about our goals and how we are using our tactics to achieve those goals.”
      • “Academic library: Our promotional is a mix of information and fun things. Students, faculty, and staff seem very engaged with our content.”
      • “A 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.”
      • “We have consistent messaging and branding and a very supportive community.”
      • “We’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.”

      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 year… 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, “I’d love to see more ideas on how to translate general marketing strategies to fit library structures.” I will continue to try to do this during Library Marketing Show episodes this year.

      A reader said, “I’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)?” I will be sharing information on that in the coming months.

      And finally, someone said, “I always feel like I need to up my lip color game when I watch an episode of The Library Marketing Show. It’s inspiring!” 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

      Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

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

      This holiday week, I wanted to ensure you are set up for success in promoting your library in 2025. These are the most popular Super Library Marketing posts from the past year that you may have missed. (We’re all so busy!)

      Most Popular Super Library Marketing Articles of 2024

      #1: The 11 Best Conferences in 2024 for Anyone Looking To Learn More About Library Promotions and Marketing (and Some Are Completely Free!) Note: the 2025 version of this post will be published on March 3, 2025.

      #2: The Dreaded Library Annual Report: How to Create a Masterpiece that Showcases Your Library’s Value and Inspires Your Readers

      #3: 5 Surprisingly Easy Ways to Write Email Subject Lines That People Actually WANT to Read

      #4: 10 New Infographic Ideas To Prove the Value and Power of Your Library

      #5: 3 Library Marketing Experts Agree: It’s Time for Your Library To Abandon Twitter

      Top Episodes of The Library Marketing Show of 2024

      #1: Stop Annoying (and Potentially Dangerous) Facebook Messenger Spam in 30 Seconds Flat

      #2: How to Create a Library Marketing Strategy from Scratch! (BTW: The episode is five years old!)

      #3: 😖Why the Phrase “More Than Books” Is Problematic and What Your Library Should Say Instead!

      #4: Millennials & Gen Z Could Be the Key to Your Library’s Success! The Results of a Massive New Survey

      #5:  Here’s a Reasonable Way for Libraries To Promote Lesser-Known Services, Even With a Small Staff!

      I hope you are looking forward to 2025 as much as I am. We’ll be tackling new library marketing and promotion subjects. Plus I have lots of library profiles on the calendar. You’ll be hearing advice from libraries just like yours. As always, I welcome your suggestions about topics you want to cover. Happy New Year!!

      PS Want more help?

      Beginner’s Guide to Promoting Your Collection: How to Get Started and Drive Circulation at Your Library

      Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

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      How a Library Director’s Secret Strategy Transformed Community Outreach

      Photo courtesy Cincinnati and Hamilton County Public Library

      Amanda Weakley was pursuing a master’s degree in English when a comment from a professor changed the course of her career.

      “I took an elective in Library Science,” recalls Amanda. “The class went well, and the professor commented that I would be a great librarian. Shortly after that, I noticed a vacancy at a local library and applied. Once I started working in libraries, I knew it was where I wanted to be.”

      Amanda grew up in Rappahannock County, Virginia, located in the foothills of the Blue Ridge Mountains. She’s been a cardholder of the Rappahannock County Library since she was a preschooler.

      Now she serves as director of the library, where she started working 14 years ago. Rappahannock County Library is a small, rural library that serves a population of just over 7,000 people.

      “Currently, we have 3.5 FTE employees, me included, so we all do a bit of everything,” explains Amanda. “If there is an idea, we work together to see it through, usually a person or two handling every detail from planning to presentation and assessment. It is a lot of work, but the reward of successful library services and programs is immeasurable.”

      With such a small staff, the library must get the most out of every tactic they use to promote their library. Rappahannock County excels in two areas: their word-of-mouth promotions and their partnership promotions.

      Partnership marketing involves collaborating with other organizations, businesses, or influencers in the community to achieve mutual goals. Word-of-mouth marketing is all about building a buzz through community members, staff, and volunteers. It encourages people to spread positive stories, experiences, and testimonials about the library.

      Staff members are often the key to both strategies. They are trained to spread news about new services and upcoming events and look for partnership opportunities.

      “It really is a way of optimizing resources,” says Amanda. “Especially with a small staff and a small community, it helps to have as many happy patrons as possible and community partners advocating for you and spreading your news. We have friends of friends, clients, and members of partner organizations attending our events, using, and recommending our materials and services.”

      “For as long as I have worked in libraries, and even prior, my focus has been on positive experiences and connections. I want everyone to have a positive experience or association with the library, be it through participating in a program, staff interaction with individuals, or staff collaboration with community partners.”

      “We know people talk, so let’s give them wonderful things to say about the library and library staff! In a small community, I think word travels faster, and our organic tactics have evolved into strategic decisions.”

      Amanda says libraries of all sizes should focus on what they do best in their community. Then, build and maintain healthy relationships with patrons and community partners around those key resources.

      And don’t be surprised if it takes time to see the results from word of mouth and partnership marketing.

      “There is a reality that you can work hard to get the word out and make connections, but there will always be people who will not receive your message,” explains Amanda. “It’s frustrating when you do everything to share information and someone says, ‘I did not know you offered that!’”

      “If you have the opportunity, talk to the person, and see where they seek or find out information. Learn from each interaction and try to meet people where they are with a positive library or library staff experience. After a positive experience, your mentions will stand out and have more impact.”

      The strategy’s success is easy to see if you look at Rappahannock County Library’s Facebook page. They are often tagged in photos and posts by their partnership organizations. That gives their library exposure to a whole new audience of potential patrons.

      “We want our patrons and partners to tell people about us, send people our way, and even send us or our services to people. It’s a cycle of working for people, and if all goes well, they seem to work for us by continuing to market for us without even realizing it!”

      P.S. You might also find this helpful

      Navigate Library Alerts Seamlessly: 7 Proven Messaging Techniques

      Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

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      Nail Your Next Community Presentation: 7 Tips and a Free Outline!

      Photo courtesy Cincinnati and Hamilton County Public Library

      I’ll never forget the first time I spoke in front of a community group on behalf of the library.

      I was a nervous mess. The pressure was high. So much was riding on my five minutes in front of this group. I wanted to connect with my audience, transfer some of my passion for the library to their souls, and inspire them to action.

      A community presentation is a unique opportunity to talk directly about the value of your library. What you say in those moments will stick with people longer than any flyer or sign ever will. But for maximum impact, you must take a strategic approach to your presentation.

      And, although I know that five minutes doesn’t seem like a lot of time, it is! If you don’t believe me, stop reading this blog, set a five-minute timer, and just sit there with your eyes closed trying to predict when the timer will ring.

      Five minutes is a LOT of time. And you can do a lot in five minutes!

      Here are seven tips to make any presentation engaging and impactful. Scroll down to see a sample outline I’ve created to walk you through creating a presentation that hits the mark, even when you only have five minutes to share.

      Refer to the library as “your library.”

      Many people in your audience may haven’t visited or used the library in a long time. They may not think of the library as belonging to the community, and they certainly won’t think of the library as belonging to them personally.

      So, in your presentation, refer to “your library” as many times as makes sense. This is a subtle way to let your audience know that the success of the library affects everyone in the room.

      Start with a hook.

      You want your audience to be interested and attentive, and the best way to do that is to start right off, not by introducing yourself, but with a surprising fact or statistic about your library.

      For example, “Your library sees about 20,000 people who come into the physical building every year—that’s enough to fill our high school football stadium four times over! I’m Jane Doe, and I’m here to show you how your support of the library impacts those 20,000 people.”

      You could also begin with a short, compelling story about how the library positively impacted someone in the community.

      For example, “I want to begin by introducing you to Susan. Susan was laid off about 6 months ago, after spending more than 20 years at her company. She came to your library for help finding a new job. We spent time updating her resume, searching for jobs that fit her experience, and practicing interview techniques. Susan landed a new job and is now making more money than she was at her former position, all thanks to the staff at your library.”

      Choose one main message and repeat it throughout the presentation.

      It will be tempting to try and talk about everything the library has to offer during your five minutes. However, listing all library services will overwhelm and confuse your audience. Instead, focus on one message you want this audience to remember.

      For example, if you are speaking to the school PTA, you will want to focus your message on resources available to students and parents to help with schoolwork. Your main message would be: “Your public library takes the stress out of schoolwork.”

      Or, if your library is getting ready for a major construction project, you’ll want to talk about how the renovations or new construction will provide better service to the community. Your main message would be: “These new library spaces will be vibrant, accessible places where everyone in our community can thrive.”

      Whatever your main message is, try to work that into your presentation at least three times. Repeating it will help it stick in the minds of your audience.

      Use visual aids.

      You can put together a short slide deck to help drive home your key message. Be sure to keep your slide text short. Add infographics, photos, or short video clips that reinforce your message.

      If the room setup does not include a screen for a slideshow, bring handouts with you! Add your key message points to the top of the handout, and then some visuals like charts, photos, or infographics.

      Add an interactive element.

      You may be tempted to talk for your entire five-minute slot. But your audience is more likely to remember what you say if you involve them in the presentation in some way.

      Launch a poll. Several free sites like Slido and Mentimeter let you embed a poll question in your slide deck with a QR code. Or just ask for a show of hands.

      You could also ask a question of your audience, like, “How many of you have visited our library in the past month? What is the first thing you remember seeing when you walked into the building?”

      Or try a mini-activity. For example, you could ask everyone to take out a piece of paper and write down as many library services as they can think of in 30 seconds.

      End with a call to action.

      Give your audience something to do after your presentation. You can invite them to visit the library for a special prize. You can ask for volunteers or donations. One library staff member I’ve spoken with did a presentation on intellectual freedom and handed out talking points, encouraging the audience to use them in conversation with friends at family.

      Practice your speech.

      A practice session or two can help identify parts of your speech that are less engaging and can ensure you stay within your time limit.

      Ask a few coworkers to play the audience and then ask them for feedback on your presentation. Or record yourself giving your speech so that you can evaluate the timing, pace, and content.

      Sample Outline for a Five-Minute Presentation

      To help get you started, I’ve created this outline template for a community presentation. By following this structure, you can deliver an engaging and persuasive message about the benefits of the library within a short time frame.

      Introduction (30 seconds)

      • Start with a hook: Share a surprising fact about your library or a testimonial or patron story.

      Main Message (3 minutes)

      • State the main message you want this audience to remember.
      • Talk about the service you are highlighting.
      • Share how this service impacts your community, and how the community would be impacted if the service were NOT available.

      Engagement (1 minute)

      • Ask rhetorical questions.
      • Insert an interactive element.

      Conclusion (30 seconds)

      • Call to action: Leave your audience with a task that reinforces your key message.

      P.S. You might also find this helpful

      The Clever yet Simple Trick One Library Marketer Uses To Remind Her Community of All Her Library Offers Every Day of the Year!

      Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

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