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| Source : Elsevierpure |
By Google’s definition a library is “a building or room containing collections of books, periodicals, and sometimes films and recorded music for use or borrowing by the public or the members of an institution.”
This impression of a library is lasting, considering that we now live in a world where many things have gone digital.
How should
libraries promote an information service that cannot be physically seen, held,
or even entered in the digital age that we live in today?
1. Your marketing plan should reflect the library’s mission
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| Source: Mentimeter |
The library should support
the mission of the institution, and your marketing plan needs to reflect that.
Before you craft a plan, make sure that your marketing goals echo the missions
and vision of your library. Your plan should also acknowledge diversity and
take into consideration the various needs and learning stages of your users.
When crafting your marketing plan, make sure that it is an
all-staff activity. Everyone in the library team should feel comfortable
promoting the services of the library in a positive and professional manner.
Additional training may be necessary to help the team communicate the message
of the library more effectively.
2. Make a list of things that will make users successful library
consumers
What are the resources or services that library users should know
to become successful in their work or learning journey? Think about what’s
important to your library users. Make a list of things that they should know
about the digital library when crafting your marketing plan.
Example:
I work in a medical school and my students love study aids and
practice questions. So I make sure to include plans to market resources that
will help students prepare for their examinations and tools they can use to
test their knowledge.
Cultivating users to be library champions
Source: Slideshare
According
to a Nielsen report in 2014, 92% of consumers trust recommendations from
friends and family above all forms of advertising. This can sometimes be the
case in the library, where users hear about resources from either their friends
or professors first.
It can be difficult for librarians to be everywhere all the time. By sharing capabilities of social media, users can ask questions and share answers quickly with their peers. Library users have a better experience when comments, both positive and negative, are handled swiftly and professionally.
4. Study the behaviors of users to measure success
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| Source:1233F |
Surveys are helpful when measuring the sentiments of library users
and success of library programs. However, overdoing it can cause feedback
fatigue and affect response rates in the long run.
One way to measure the success of your marketing programs is to
study COUNTER reports to observe changes in usage behaviors after promotional
activities. Other statistics, such as the number of new library users and
social media engagement rates can be measurements of success too.
If you don’t see measurable impact from your activities, review
the messaging of your promotions. Asking for direct feedback from a library
champion might help you understand the reason behind the lack of response.
Great insights shared here. Digital media marketing is especially valuable for B2B companies looking to reach decision-makers more precisely and cost-effectively. A strong focus on data, targeted platforms like LinkedIn, and consistent content can really help UK businesses build trust and generate quality leads. Simple, practical strategies like these make a big difference in long-term growth.
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