IntroductionThe concept of instituting marketing principles to non-profit institutions such as library and information Services is no longer a controversy. Organisations operate in an environment of change. Today we live in a global market for many goods and services in which technology, purchasing power and many factors change on a regular basis. One of the key functions of marketing is to find out how these changes affect clientele’s wants and needs and to develop organisational strategies and plans that will ensure that the library meets these challenges (Dransfield and Needham, 1995). It is therefore not surprising that public librarians are joining the marketing bandwagon. This article explores the marketing activities in the operations of the Sierra Leone Public Library services.Public LibrariesA Public Library is funded wholly and partly from public funds and the use of which is not restricted to any class persons in the community but freely available to all. It is a major agency of enlightenment for adults, providing for children the recorded experiences of others which will help them grow into adults.Usherhood (1981) defined Public Library as an organization established, supported and funded by the community, either through local, regional or national government or through some form of or other community organization. It provides access to knowledge, information and works of imagination through a range of resources and services and equally available to members of the public community regardless of race, nationality, economic and employment status and educational attainment.The Sierra Leone Library Board (SLLB)The Sierra Leone Library Board (SLLB) was established by Ordinance in June, 1959. The setting up of the Board was envisaged in the Government’s White Paper on Educational Development in 1958 and its functions outlined therein as follows:• To provide a national/public library Service;
• To support and reinforce programmes of adult and fundamental education;
• To provide effective services for children and young adults including requisite services to schools;
• To provide much needed information and references services;
• To provide where needed adequate services for special groups, that is women and girls, language groups.The Central Library is designed to give public services to Freetown and also to function as headquarter of the National/Public Library services and to provide accommodation for a growing collection of book and non-book materials in the country. It does all technical processing of stock for the Regional and Branch Libraries and has an Adult Lending Reference and a Children’s department.Libraries are charged with responsibility to provide information service to support educational, recreation and personal endeavours of the members of their respective communities and the Sierra Leone Library Board is not an exception to that. The following services are provided at the Sierra Leone Library Board to Clientele:Children ServicesThe Sierra Leone Library Board provides information services to children by the provision of books and other materials for children which are often housed in a special section known as the Children’s Library. A special service for children known as child orientated educational programme specially designed for younger library users is included in the children’s library services. They also provide services to children through storytelling, drama/play and reading aloud.Book Borrowing and Lending ServiceThe main task of Sierra Leone Library Board is to provide the public with access to books and periodicals. The Sierra Leone Library Board typically offers access to a variety of books which are available for borrowing by anyone with the appropriate library card.Current Awareness ServiceAt the Sierra Leone Library Board, current awareness service is aimed at bringing to the notice of potential users, newly available documents and information services. This is done by collating information and producing new secondary sources, circulating current periodicals or other documents acquired and producing and distributing one or more forms of bulletins.Selective Dissemination of InformationA more personal information service is being run at the Sierra Leone Library Board in which the library constantly notifies library users about particular information/materials matching them in a profile of the information needs and research pre-occupation of their clientele. This is done by either bringing references to relevant items to the notice of their clients and by obtaining copies and then supply the documents themselves to library users.Outreach ServicesThe Sierra Leone Library Board provides outreach information services which is committed to developing library outreach programmes for non-users, the undeserved, and people with special needs in the communities in restricted areas.Computer and Internet ServicesIn an attempt to bridge the digital divide, information resources and government services are being provided online by the Sierra Leone Library Board. This is done by providing access to the Internet and public computers for users who otherwise would not be able to connect to these services.Library MarketingMarketing is often viewed as a set of strategies and techniques that belongs to administrators outside of librarianship. But, librarians are also involved in the marketing process. The essence of marketing involves finding out users needs and want, then setting out to meet these needs.Marketing according to Weingand (1995) “can be viewed as a process of exchange and a way to foster partnership between the library and its community” (p.296). In order to maintain the relationship between the public library and the community, marketing strategies have to be employed as effective tool.Marketing in the public library means more than simply promotion or selling. It is more concerned about user needs. Marketing the Public Library is a social and managerial process by which products and services as well as values are exchanged in order to fulfill individuals or group needs. Marketing refers to those instruments through which information, both raw and processed, are transmitted to its members. Promotion or campaigning is but two activities in the broader exercise of marketingPlanning Library Marketing ProgrammesThe continued existence of libraries, if not their survivals, may well depend upon the use of marketing and planning strategies, communicated through effective public relations, to significantly alter the perceived role and position of the library in society.In a real sense, Public Relation is the promotion component of a full marketing plan of library programmes. It can be seen as the communicated module which serves the promotion function; conversely, it may be easily depicted as a philosophical relationship between library and community which serves as a guiding light for promotion activities.Both communication and research skills serve well in the marketing planning process of which Public Relations is an important component. Specific skills and knowledge are also needed in marketing planning programs for libraries. It goes without saying that both ongoing marketing planning and programmes, and in particular, how the needs of different groups of users differ from each other. Library and information services are complex entities, as are the human users and potential users of these services.Planning, promotion and campaigning are but all activities in the boarder exercise of marketing. User studies therefore, have a very wide range of uses in relation to the planning of library marketing programmes of a service. They contribute in the planning, promotion and development of library services. In their contribution they help in the understanding of different user group behaviour and their needs, and can assist in effective campaigning and planning process.Three steps to planning library marketing programmes are:• Knowing what your beliefs are and therefore what you want to achieve;
• Communicating these beliefs as practical objectives to the people with whom you work, in order that these objectives can be fulfilled; and
• Creating a vehicle which allows this to happen. This can only be achieved by defining the basic components and through organization.Methods of marketing in Sierra Leone Library BoardBook Displays and ExhibitionsDisplays and exhibitions are widely used in most public libraries as a marketing strategy to sell their products or items. The SLLB displays jackets of new books which are not yet included in the lending department for easy access by users and to increase usage. It is also a means of drawing the attention of users and non-users to particular aspects of library resources and services.Printed materials and PublicationsIn order to make a very good image of the public library and for public librarians to establish better communication between the library and users, publicity programmes are put in place by the management of the Sierra Leone Library Board through news release. The management also considers annual reports and newspapers as basic publicity techniques. Publications such as bibliographies, guides and brochures are used by the library to communicate with the wider public.Public Relations OfficePublic relations according to Usherhood (1981) is concerned with gaining of public support for an activity, cause, movement or institution. It is a process that furthers mental understanding and cooperation between a government; or any organisation and its various publics. The Sierra Leone Library Board has a Public Relations Office charged with the responsibility to enhance a smooth system of communication.User Education/Readers Advisory ServiceThis could be described as training a group of users in the effective use of the library and its resources. It is used to stimulate the users to make greater use of the library and introduces library staff to clientele who might be reluctant to seek their assistance. This is the principal means through which library staff can learn about readers’ needs, opinions and habits. Good communication with readers enables staff to inform and influence readers.The MediaThese involve printed and audio-visual forms of communication and any necessary equipment to render them usable. The Press, radio and television are important means of publicising information service, since they offer potential of reaching many people from all walks of life. The media are cultivated so that messages are distributed with regularity. Publicity mechanism such as news releases, special events and brochures can also be employed.The Social Media Groups (SMG)The Sierra Leone Library Board makes use of the Social media groups such as ‘Facebook’ and ‘Watsapp’ as an effective way for publicity in order to put their messages across to users of their services.Challenges of Marketing Library and Information Services at the SLLBA lot of challenges have militated against the effective planning and implementation of library marketing programs at SLLB. The following are some of the challenges:• Inadequate Staff: Although staff numbers have been maintained, the ratio of professional staff is very low. The library is manned mostly by paraprofessionals who mostly lack the skills to plan and implement marketing programmes.• Finance: The library depends heavily on government subsidy. The government has no specific or substantial funds for the running of the library thus the library administration has to foot most of the bills that have to do with marketing. The irregular flow of funds has served as a barrier to the progress of marketing library and information services at the SLLB.• Lack of standard printed materials and publications: The SLLB lacks most standard printed materials and publications due to poor planning of marketing programmes. This negligence has made the library handicapped of public relations tools in the form of printed materials and publications such as newsletters, questionnaires, diaries and calendars.• Displays are improper and exhibitions seem almost absent: The library depends mostly on donations and most of the books are acquired without jackets. Therefore displaying book jackets in inconsistent. In fact exhibition programmes are yet to survive as they are only recently introduced. The library lacks relevant display and exhibition materials to mount these activities.• Inability to organize frequent Radio Programs: The SLLB lacks media communication facilities. The library cannot frequently organise radio programmes on its own because of lack of funds. The absence of radio programmes stands out as an acute problem to the progress of marketing programs in the library.Conclusively, marketing is the instrument that libraries use to transform their aims and objectives into operational plans of action. In most developing countries’ public libraries such as the SLLB, marketing strategies cannot operate properly due to the existence of bottlenecks in planning programmes. Good marketing programmes actualise the plans and measures necessary for the achievement of goals and objectives.

What is digital marketing?Today nearly 80% of all the media that we consume come through digital channels. Massive internet usage and digital media has given rise to a new marketing concept called Digital Marketing. It is a broad area and considered to be the future of business development.Digital Marketing is the most commonly used term for online marketing and it has several advantages over traditional offline marketing. With the help internet and mobile devices customer these days have access to information from anywhere in the world. Marketers these days use digital tactics to attract and convert audiences online.This new age marketing methods helps to gain good reputation which is essential for a business to survive. It is the best way to reach out to your targeted audience. With the help of digital marketing one can reach many customers at a very little marketing budget. Unlike traditional methods you can measure the success of digital marketing campaigns with the help of analytical tools. Ever year more and more marketers put aside traditional marketing and focus on this approach. Successful marketing campaigns can be accomplished by integrating traditional methods with the digital marketing techniques.Common methods of digital marketingEmail MarketingThis is one of the commonly used methods of online marketing. Email marketing enhances business communication, cost effective and Eco-friendly. By this method a message could be sent to a group of people by the use of electronic mail.It is an efficient way to stay connected with your audience while promoting your business and also one of the easiest ways to reach your target audience.Search Engine OptimizationIt is an organic way of optimizing your online content to improve the ranking of your website on the search engine.There are a lot of factors involved in ranking of a website such as title, keywords, relevance etc. SEO helps to ensure that your site is accessible and improve the chances of being found by the search engine. It is classified into two types on page and off page optimization. On page optimization is achieved through careful distribution of keywords and the quality of content on your site. Off page optimization involves factors that are beyond the control of your website. The primary goal of link building is to get other websites links to yours to improve SEO.Search Engine MarketingWhen someone searches for information or a keyword, SEM makes sure that your site appears at the top of search engine results. It uses a variety of techniques which helps the search engine to deliver your site to the web searchers.One must clearly understand SEO before using SEM. It is one of the most efficient ways to spread your business across in this competitive world. Some of the components of SEM are ad auction, bid and quality score. Your maximum bid for a keyword with a great quality score determines your ad position.Pay Per ClickThe fastest way to reach your target audience can be achieved through P P C campaigns. You pay each time when someone clicks on your ad. For example, if you pay 1 rupee per click and when 1000 people click your ad it will cost you 1000 rupees. Based on the CTR (click through rate) the performance of you ad campaign is determined. It generates faster results by targeting the right people at the right time and at the right place. Since it costs money it is suitable for businesses that sell product/services.Social Media MarketingThe process of marketing through various social media platforms such as Facebook, Twitter, and Instagram is known as Social Media Marketing. The primary objective of SMM is to produce content on social media that help an organization to increase brand awareness and customer reach. In social media companies can share content to achieve marketing goals.Display AdvertisingIt is a form of conveying a message with elements like images, logos, graphics, audio or video to communicate to the target audience. Also known as banner ads, it gives a unique opportunity to re-target the ideal audience. You can also display ads to people based on their search behavior. Generally, display ads are seen alongside on search engines such as yahoo, Bing and Google.Content MarketingThis type of marketing is done by creating and sharing free content to attract new prospects and retain existing customers. Informative content is shared in the form of articles, videos, info graphics etc. It helps in building strong relationships with your audience by providing them with relevant high quality contents. Your business goal should be aligned with content strategy to gain critical success.How a fresher would benefit from digital marketing?In digital world, online marketing is essential for running a successful business. Marketers these days are adapting from traditional to digital approach.Digital marketing provide small businesses with resources to perform sales and marketing that were previously available only for large companies. It ensures the survival of online businesses. Today, brands are putting more focus on digital marketing than ever before. Digital marketing skills are in serious demand and provide a unique competitive edge for one’s career. It offers great opportunities around the world. There is a wide range of digital marketing roles which include jobs related to social media as well. It also provides a variety of opportunities to start your own career as an Entrepreneur. There are lots of benefits that digital marketing professionals can look forward in upcoming years. More companies embrace digital marketing as their primary marketing strategy which creates a plenty of job opportunities for freshers. The future of digital marketing seems to be very bright at the moment.