5 Keys to a Successful Church Communications Strategy
Whether you’re a mega-church or a a recent church start-up, to grow, you must have a communication strategy and you must implement it consistently. However, it doesn’t have to cost a fortune and you don’t have to be a creative genius.
The key is constructing a communication strategy that forms a firm foundation for your marketing efforts. Launching marketing and promotional activities such as social media campaigns, direct mail blitzes or even developing a website without a communication strategy is like buying curtains for a house you are building before you have an architectural plan. How would you even know how many curtains to buy or what size they needed to be?
Here are the keys to a successful church communications strategy:
#1 – Define Your Church
Your church is different and unique. The combination of your people, resources, passions and location is different than any other church. Step back and define your church. Answer the questions: who are we? what do we do? how do we do it? why do we do it? where are we going?
#2 – Know Your Audience
Everyone or anybody might be a fit for your church. However, you probably lack the budget to market to everyone in your local community or around the globe via the Internet. Investigate your current church members to capture commonalities and similarities. More than likely the people attending your church will reflect people who might attend in the future. Target these people initially.
#3 – Study Competing Forces
Hopefully in most communities churches do not view other churches as competitors. In corporate America a marketing team would fiercely study their competition. The church must do the same. Instead of studying other churches, we must study competing forces. What forces keep from people attending and visiting a church? Sports? Sleep? Location? Evaluate any and every competing force and adjust your communication efforts.
#4 – Identify Communication Methods
With a clear definition of your church and audience, select the most appropriate communication methods. Allow your audience to shape your decision making when selecting methods. IE – Facebook would be an obvious communication method with a church full of young families active in social media. Examples of methods: website, social media, email, video, mobile application, etc.
#5 – Act with Consistency
It is imperative for your communication strategy to build credibility with church members and your community. Credibility requires consistency and focus. The strategy will fail without a focused energy on implementation. Here you must stay on budget and on-time with all scheduled communications.
Before you even consider developing a website, running an ad, implementing a social media campaign, printing bulletins, begin by mapping a path to success through the development of a consistent, focused communication strategy.
What additional key would you add to list?