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Break Free from the
Poster-Flyer-Bookmark Cycle and Convince Your Library Co-Workers that Digital
Marketing is Better than Print Marketing!
SuperLibraryMarketing:
9.16.2019 by Angela Hursh
If
there’s one problem all library marketing professionals share, it’s this:
Library staff ask us for lots of print promotional pieces: flyers, posters, and
bookmarks. Then more posters and flyers and bookmarks.
Unless
you have a tight brand strategy with guidelines backed by senior leaders (I’m
looking at you, Toledo Public Library), you and your staff probably spend a
good portion of your time creating one-off print pieces.
It’s
exhausting. And there is no evidence that these print pieces ACTUALLY WORK.
There’s no real way to track the effectiveness. So why are we doing it?
Fear.
Library staff are afraid to change the way they’ve marketed their programs and
services because they’re worried other methods won’t work, even though we have
no way to tell if their current approach is working.
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Dear
library staff: Your marketing colleagues want you to succeed. Digital marketing
is your best shot. Here’s how it works.
The
first and most effective digital tactic is email. If you’ve heard email is
dead, I am here to tell you it is NOT, at least for libraries. At my library,
email is the heart of our marketing strategy.
Once
a month, I send an email to people to promote three new print books, eBooks,
and eAudiobooks in our collection. And I always see huge increases in the
circulation of the books I promote.
We
did an email recently where we highlighted three animated picture books in our
eBranch. Circulation for those three titles went up 3600 percent in the three
days following the email.
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Social
media the second method most effective method for digital promotions. I know
many libraries are struggling with social. Some librarians are arguing for
libraries to ditch their social platforms altogether.
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