Top Strategies for UK Museums to Boost Visitor Attendance: Unlocking New Opportunities

In the ever-evolving landscape of cultural institutions, UK museums are facing both opportunities and challenges in attracting and retaining visitors. Here, we delve into the top strategies that museums can employ to boost visitor attendance, enhance engagement, and ensure long-term sustainability.

Crafting a Compelling Content Strategy

A robust content strategy is at the heart of any successful museum marketing effort. Here are some key elements to consider:

Curate a Vibe with Your Homepage

The first impression matters, and for many visitors, this starts with the museum’s website. Creating a homepage that reflects the museum’s vibe and highlights its unique offerings can significantly impact visitor interest. For instance, the homepage should feature high-quality images, clear navigation, and prominent calls to action directing visitors to new exhibits, events, or online content[1].

Create Dedicated Pages for New Exhibits

Each new exhibit deserves its own dedicated page, complete with detailed descriptions, images, and multimedia content. This approach not only enhances the user experience but also improves search engine optimization (SEO), making it easier for potential visitors to find the museum online. The Mote Marine Laboratory and Aquarium’s custom exhibit pages, such as “Otters and Their Waters,” serve as an excellent example of how this can be done effectively[1].

Tell “Behind the Scenes” Stories

People are inherently curious, and giving them a glimpse into the behind-the-scenes workings of the museum can foster a deeper connection. Sharing stories about the acquisition of new objects, the daily life of curators, and the preparation process for exhibitions can make visitors feel more invested in the institution. Social media platforms are ideal for sharing these stories through updates, testimonials, and video tours[1].

Leveraging Social Media and Influencers

Social media and influencer partnerships are powerful tools for museums looking to attract new audiences.

Engage Through Social Media

Social media platforms offer a vast array of opportunities for museums to engage with their target audience. By sharing engaging content, such as videos, images, and interactive posts, museums can build a community and drive interest in their exhibits. For example, the Louvre’s collaboration with Instagram influencers helped attract a younger demographic and generated significant buzz around often-overlooked art pieces[1].

Collaborate with Influencers

Partnering with influencers can help museums reach diverse audiences that might not have considered visiting otherwise. The Metropolitan Museum of Art’s success with fashion influencers during the Met Gala is a prime example of how such collaborations can amplify museum activities and attract international attention[1].

Hosting Virtual Events and Workshops

In the digital age, virtual events and workshops can be a game-changer for museums.

Educational Webinars and Workshops

Offering virtual lectures, webinars, and workshops can help museums extend their reach and provide valuable learning experiences to a global audience. The British Museum’s virtual lectures and the Smithsonian Institution’s virtual workshops are exemplary in this regard, providing enriching content that fosters a deeper connection with the museum and encourages in-person visits[1].

Virtual Tours

Virtual tours can make museum content accessible to a wider audience, especially those who cannot visit in person. These tours can be conducted live or pre-recorded and shared on the museum’s website and social media channels. Here’s a detailed list of how virtual tours can be implemented:

Live Virtual Tours: Conduct live tours with a curator or guide, allowing viewers to ask questions in real-time.
Pre-recorded Tours: Create high-quality, pre-recorded tours that can be accessed at any time.
Interactive Elements: Incorporate interactive elements such as 360-degree views, zoomable images, and additional multimedia content.
Accessibility Features: Ensure the tours are accessible by including subtitles, audio descriptions, and other accessibility features.

Addressing Financial Challenges

Despite an increase in visitor numbers, many UK museums are facing significant financial challenges.

Current Financial State

A recent report by Museums Galleries Scotland (MGS) revealed that museums in Scotland are in a more fragile financial position than ever, with three-quarters of respondents experiencing a real-terms decrease in income and almost two-thirds reporting increased expenditure. This has led to depleting reserves and a growing risk of closures[2][4].

Need for Strategic Funding

The budget for 2024 has highlighted the need for sustained investment in museums. While there is increased support for national museums, local and regional museums continue to face significant financial pressures. Sharon Heal, the director of the Museums Association, emphasized the urgent need for a government-led strategy to address the financial vulnerabilities of local museums[3].

Here is a comparative table highlighting the financial challenges and potential solutions:

Financial Challenge	Current Situation	Potential Solution
Decrease in Income	75% of museums in Scotland experienced a real-terms decrease in income[2].	Increased grant-in-aid funding for national museums and strategic public funding for local museums[3].
Increased Expenditure	Almost two-thirds of museums reported increased expenditure[2].	Capital investment in cultural infrastructure and funding for specific events and programs[3].
Depleting Reserves	Only 36% of museums have more than 12 months’ reserves[2].	Urgent need for long-term investment to ensure financial sustainability[3].
Risk of Closures	11% of museums feel at risk of closure in the next 12 months[2].	Strategic funding and support to prevent closures and protect cultural heritage[3].

Focusing on Social Impact and Community Engagement

Museums play a crucial role in their communities, and focusing on social impact can help attract and retain visitors.

Engaging with Local Communities

Museums are increasingly engaging with local communities through targeted programs. For example, 64% of respondents in the MGS survey reported that their museums actively engage with the health and wellbeing agenda through deliberately targeted programs[2].

Family and Youth Engagement

Family activities, youth engagement, and programs for older people are among the most common activities undertaken by museums. Here is a detailed list of how museums can engage these audiences:

Family Activities: Offer interactive exhibits, workshops, and family-friendly events that cater to different age groups.
Youth Engagement: Develop programs specifically for teenagers, including technology-based exhibits and social media engagement initiatives.
Older People: Create programs that cater to the interests and needs of older adults, such as educational workshops and social events.

Advanced Visitor Profiling for Personalized Experiences

Understanding visitor behavior and preferences is crucial for creating personalized and engaging experiences.

Visitor Profiling

Advanced visitor profiling involves categorizing visitors into different groups based on their behavior and preferences. Here are some key groups identified in a recent study:

In-Depth Movers: These visitors spend more than 10 minutes per exhibit, immersing themselves in the details. They require comprehensive and immersive content[5].
Interactive Kids: Children aged 6 to 12 who are attracted to interactive exhibits. They need content delivered through images, audio, and video[5].
Teen Trendsetters: Teenagers aged 13-17 who are interested in technology and interactive media. They engage quickly with multimedia and social features[5].
Young Professionals: Individuals aged 18-30 who are attracted to contemporary art and innovative exhibits. They prefer fast-paced exploration of trending exhibits[5].

Here is an example of how museums can use these profiles to enhance visitor experiences:

### Example: Personalized Content Delivery

- **In-Depth Movers**:
  - Provide detailed descriptions and multimedia content for each exhibit.
  - Offer guided tours or audio guides that delve into the history and significance of the exhibits.
- **Interactive Kids**:
  - Develop interactive exhibits with hands-on activities.
  - Use images, audio, and video to engage this age group.
- **Teen Trendsetters**:
  - Incorporate technology-based exhibits and social media features.
  - Offer quick, engaging content that aligns with the latest trends.
- **Young Professionals**:
  - Feature contemporary art and innovative exhibits.
  - Use social media to promote trending exhibits and encourage fast-paced exploration.

Boosting visitor attendance for UK museums requires a multifaceted approach that includes a robust content strategy, effective use of social media and influencers, hosting virtual events, addressing financial challenges, focusing on social impact, and creating personalized experiences through advanced visitor profiling.

As Lucy Casot, the chief executive of Museums Galleries Scotland, emphasized, “Museums and galleries are continuing to deliver the very best for local communities but without investment these positive impacts cannot be sustained.”[2]

By implementing these strategies, museums can not only attract new visitors but also build a loyal and engaged audience, ensuring their continued relevance and sustainability in the years to come.

Practical Insights and Actionable Advice

Develop a Comprehensive Content Strategy: Ensure your website and social media channels are engaging and informative, with dedicated pages for new exhibits and behind-the-scenes stories.
Engage with Influencers: Collaborate with influencers to reach diverse audiences and generate buzz around your exhibits.
Host Virtual Events: Offer virtual tours, webinars, and workshops to extend your reach and provide valuable learning experiences.
Address Financial Challenges: Advocate for strategic funding and support to ensure financial sustainability.
Focus on Social Impact: Engage with local communities through targeted programs and activities.
Use Advanced Visitor Profiling: Categorize visitors into different groups and tailor your content and exhibits to meet their preferences and behaviors.

By following these strategies, UK museums can make a significant impact, attract new visitors, and ensure their continued importance in the cultural landscape.