By creating a marketing plan, you can take a systematic approach to promoting your "virtual library" via social media, in-library promotions, community outreach, and traditional media.

Over the past few months, we’ve covered various ways to promote your library’s OverDrive service through social media like Twitter and Pinterest. In addition to social media, don’t forget to promote your “virtual library” in traditional ways. You can find plenty of helpful marketing material in our online marketing kit. To help you wrap your head around all the possibilities for promotion, and make the most of your efforts, we recommend creating a marketing plan.

The first step in creating a marketing plan is establishing goals. Your marketing goals should correlate with your business goals. Try to make them as focused and precise as possible so you can be more accurate when analyzing the success of your campaign. The process of creating goals can also help you assess the target market for your marketing campaign.

Sample goals:

  • Increase checkouts by 10%.
  • Gain 5% more website referrals from Facebook.
  • Achieve a 5% increase in new users.

With your goals in place, you can begin outlining your marketing strategy. Include a timeline and logistics for carrying out the plan; also be sure to calculate any related costs.

Here are a few ideas to help you hit the ground running:

  • Post print materials/displays around the community.
  • Create guidelines and discuss how you want to manage your social media presence.
  • Purchase advertising space in local publications or on Facebook.
  • Promote your library’s OverDrive service at community events.

Always make sure to track the success of your promotional campaign with reporting tools.

  • Content Reserve provides reporting tools including Activity Chart, to track checkouts, and Traffic Report, to monitor website statistics.
  • Social Mention is a social media search and analysis platform that helps you track your brand’s presence across social media outlets.

Finally, wrap up your campaign with proper analysis. Go back and assess if you met your goals, and set new goals for the next time you run a campaign.

For more promotional ideas, check out our Open Community Outreach training. As always, you can reach out to librarypartnerservices@overdrive.com if you’d like to discuss marketing ideas.

Cassie Renner is a Marketing & Outreach Specialist for OverDrive.

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