I often tell others that “churches need marketing.” Today, I want to talk a bit about that.
First, let’s define marketing.
I am not advocating that all churches need to adopt the “inbound” method of lead generation. Maybe one day, but not today. Rather, a former employer of mine pushed this concept:
Relationships are more powerful than marketing
Let’s apply some scripture to that statement. Any pastor worth their salt knows the Great Commission from Matthew 28:19.
Throughout the Gospels, how did Jesus disciple others? First, He met their need. Then, He taught them a lesson. Finally, He gave them instruction on how to make disciples. What was the key to all of His efforts? He built relationships.
Therefore, church marketing means doing as Jesus did: building relationships.
Second, how do we build relationships?
Think back to the last time you purchased something. Did you read reviews? Did you check out what features it offered? If you purchased the item from a retail store, did you have to look up their hours? If you’re on social media, did you ask for a recommendation? Or, perhaps you read reviews on Amazon before making the purchase.
What is my point? Most likely, you used the internet to learn more about what you were getting into.
In 2013, we began looking for a new church. Both Steph and I have been Christians for virtually our entire lives.
Nevertheless, we wanted to know everything about our next church before we stepped foot in the door.
We were so nervous. Everything and everyone would be unfamiliar. What was the worship style? How did the people dress? Was the pastor formal or informal?
We got lucky. Alternatively, you could also say God directed our steps. We ended up in a very good church with an amazing pastor and group of people.
If we felt this way, how do you think nonbelievers feel?
For the most part, the days of simply having a church building and assuming people will come to you are over. We have to go to them. This is a multi-faceted approach, but should absolutely include a marketing (relationship building) strategy.
After all, more people own a smartphone than a toothbrush.
Did you catch that? I found a 2017 study that indicated we spend an average of 2 hours per day on our smartphones. What are smartphones connected to? The internet! Society has reached the point to where internet access is more important than dental hygiene. We can argue whether this is right or wrong, but it doesn’t change reality.
Also, consider this: Jesus ate with the publicans (tax collectors) and sinners. He didn’t tell them to change their behavior. He went where they were to start the discipleship process.
We have to rethink tradition. The church must evolve. This doesn’t mean we compromise our message. Rather, it means we change how we present it.
After all, the internet is the largest missions field today. So many are connected online, yet disconnected to our savior. Together, we can fix that.