Churches for many years have used the same form of communicating events, word of mouth and leaflets. These are good but to reach and engage people a lot of churches have yet to tap into social media as a means to reach their audience.
Yes, I know, social media is evil, the internet hates you and we must go live in the hills away from technology. Then again, you’ll never be where your audience is. And that’s kind of the point isn’t it?
Your services, your events, your message, you want people to know it, to see it, to be part of it. With leaflets its every difficult to target an audience (did that old person really want to see the leaflet about kids clubs?) and even harder to measure its success. If only there was a way to be a bit more targeted and find people where they are at…
Yes I know this isn’t news and I know people are already using it to advertise. And yet churches seem some way behind to use it as a means of engagement. The beauty is, you need to do very minimal work to reach a more targeted audience then a leaflet drop ever would.
Here is a quick look at some of the basic targeting features that will aim your campaign at the right audience:
Geo-targeting – Facebook ads can be aimed at specific geographic areas right down to the Postcode level.
Demographics, interests, or behaviours – Facebook campaigns can be aimed at people within specific demographic groups. It can also be aimed at people with specific interests and behaviours. For example, a campaign can be aimed at people who are interested in improving their parenting skills, or a family seeking a sports ministry for their kids.
People who like specific Facebook pages – Facebook campaigns can even be aimed at people who like specific Facebook pages.
You have several options with Facebook adverts as to what can be used:
Single Image Link Ads – Churches can use single image link ads to attract more people to their website. These single image link ads are clickable, and the photo, text box and call-to-action button all link to your church’s website.
Multiple Image Ads – These ads are in a carousel format. The carousel format allows you to show 3-5 images and/or videos, headlines, links, or calls to action in a single ad unit. It can be used by your church to accomplish a variety of communications objectives.
Video Ads – With massive growth in video viewing on Facebook, churches are spreading their communications messages with Facebook video ads.This could be a leadership message, an invitation, a snippet from a great sermon, or any other video message your church wants to show to it’s neighbours.
Death to flyers
No, not really. They still have their place. But there are other ways to reach an audience and the church must make use of them. Targeting is easier, more people will see it and it’s cheaper. Take a look, get involved.