3 Reasons Church Marketing Works Poorly And Wastes Money
If you’re like most people, you try to be effective with every dollar you spend. No one likes to waste money these days, especially churches. But for the most part, when ministries advertise, they’re not making the most of those investments. For the most part, they’re throwing their money away into an all-consuming pit of ignorance.
The reason being that most use marketing campaigns to make the final sale of attending (which happens to be the most challenging thing to do with a “cold prospect”) instead of using those mass mediums to generate highly-targeted leads. Here are 3 reasons this is ineffective:
1.)Getting new guests to church is too big a challenge for an ad:
If you haven’t noticed, most people in America aren’t busting down the doors of churches on Sunday morning. One of the reasons is because people get such tremendous anxiety when visiting a new ministry for the first time. As a result, this is a very hard “sale” to make on a billboard, flyer, or generic ad because there enough opportunity and time in that marketing piece to thoroughly persuade a person to make that decision.
2.)You keep your ministry unfairly connected to the media provider:
In the absence of lead generation, you have to continually pay the (often high) price to the media providers in order to present a message to your target market. If you want to communicate a message, you’ve got to place a new ad, promo, and etc. — these costs add up quickly, too. However, if you engage in a systematic lead generation strategy when utilizing mass media marketing, you can harvest your own “crowd” of prospects that you can market to on-demand, 24/7, 365 days per year- without having to pay the price to access those people.
The greatest aspect to this is that when you “own” your list of targeted prospects for your ministry, you can engage in a strategic marketing campaign to thoroughly answer their objections to God and church, provide them with significant value, and commence the necessary marketing process to get them to walk through the doors of your ministry. A traditional advertising solution doesn’t afford that to you.
3.) Ten seconds is not enough time:
If you’ve placed a billboard, your (random, non-targeted) prospect will only have about 10 seconds, at best, to process your message (if there is one). Think about it for a moment: Is it really possible for this random person to make an informed, conscious decision to change their plans, find a set of clothes they feel comfortable wearing, prepare for “stranger anxiety”, and choose to submit themselves to a philosophy and doctrine that could be totally contrary to their current lifestyle? No.
Even if they see your bland, stereotype-perpetuating billboard 20 times (200 seconds or 3 minutes), that isn’t enough time to overcome their objections and move them to make a life altering, comfort-zone-busting decision.
Don’t get me wrong, brief commercials, concise direct mail pieces, and blazing-speed radio ads CAN work. In fact, they do work. They just BARELY work. And for the amount of investment it takes to even get those advertisement mediums produced, you NEED them to do more than barely work. The truth is, the majority of churches who do use them can’t get them to work and they end up quitting on these forms of advertisement. That’s the real reason why churches don’t invest in more forms of marketing- even traditional marketing; because they can’t even get them to barely work.
With “Strategic Direct Response Marketing”, you’ll discover an approach to marketing that will allow you to maximize every single marketing initiative while ruthlessly making sure you have an ROI- something that’s almost never heard of in church marketing. We’ll help you use the best marketing channels to expand your message.
At the end of the day, when it comes to exposing people to the glorious and necessary message of the Gospel, we need to give the Holy Spirit as much time as possible.
CLICK HERE TO LEARN HOW TO MAKE YOUR CHURCH MARKETING 10X MORE EFFECTIVE IN THE NEXT 90 DAYS OR LESS.