The 2024 Library Marketing and Communication Conference held November 13-14 in St. Louis, Missouri, brought together hundreds of library marketers from across the nation to share best practices, creative strategies, and inspiring success stories. The event covered topics ranging from social media and email marketing to fundraising and outreach—all crucial for today’s libraries striving to deepen connections with their communities.

The conference offered a wealth of insights to help increase engagement and demonstrate the library’s value as a community hub. Here are some key takeaways and actionable tips.

1. Email Marketing: A Direct Line to Patrons

Email marketing is still a powerhouse for reaching your audience. With nearly 90% of email users checking their inbox daily, libraries can use this platform to drive engagement.

Key Tips:

• Build Your List: Add sign-up forms to your website and at service points. Offer incentives like library swag to encourage sign-ups.
• Segment for Success: Group email lists by demographics or interests to send tailored messages.
• Create Meaningful Content: Share event updates, staff recommendations, and trending topics. Always include a clear call to action, like registering for a program or reserving a book.
• Optimize for Impact: Use A/B testing to refine subject lines and make emails visually appealing with buttons and clickable links.

2. Social Media Strategies: Collaboration Is Key

Libraries without dedicated marketing staff can still thrive on social media by collaborating with other organizations or library systems.

Pro Tip: If you’re starting from scratch or revamping your accounts, don’t go it alone. Partner with nearby libraries or community groups to co-create content. For instance, making short, engaging videos or posts can help highlight library programs or services while reaching a broader audience.

3. Fundraising Campaigns That Resonate

Raising funds and awareness go hand in hand, as seen in the success of Library Giving Week campaigns. These initiatives emphasize storytelling and emotional connections to inspire donors.

Key Tactics:

• Tie Campaigns to Library Goals: Focus on specific needs, such as expanding digital collections or supporting literacy programs.
• Use a Multi-Channel Approach: Combine email, social media, and in-library signage for maximum reach.
• Engage Local Politicians and Influencers: Reach out to city, county, state and federal representatives to include library updates in their newsletters.

4. Creating Accessible and Engaging Content

One of the conference’s standout sessions emphasized designing materials that are both visually appealing and accessible to all users.

Quick Wins for Your Library:

• Event Promotion: Nearly 70% of patrons find out about events through emails or newsletters. Keep these communications consistent and easy to navigate.
• Storytelling: Share patron success stories to build trust and connection. For example, highlight how a library program helped a local family or student.
• Engagement Beyond Events: Use transactional emails (like hold notifications) as an opportunity to share updates or recommend materials.
• Video and Social Media: I attended a presentation from Rachel Yzaguirre of the Plano Public Library about video production. The LDO team will be interviewing her later this month for more details on how she uses long-form and short-form video to increase engagement with patrons, so stay tuned!

5. Make Your Marketing Memorable

Keynote speaker Michelle Li, a local news anchor for station KSDK in St. Louis, reminded attendees that empathy and creativity can drive community engagement. Her approach, centered on knowing your audience and making messages memorable, is especially relevant for libraries aiming to connect with diverse populations.

She talked about one experience where she turned a negative reaction to one of her stories into a viral moment on social media. She created a hashtag, #veryasian out of that experience, and it was suddenly transformed into a global movement. While it’s not always easy to “go viral”, she shared some of her takeaways and advice.

Michelle’s Formula for Success:

Moving Forward

From implementing robust email marketing strategies to launching impactful fundraising campaigns, these tips can help your library increase its reach and relevance. Remember, even small steps—like refining your email subject lines or sharing more engaging stories on social media—can lead to significant community engagement.

Libraries remain at the heart of their communities, and with the right marketing tools and strategies, they can continue to inspire, educate, and connect.