We've all experienced those cringe-worthy marketing moments, whether it was an aggressive salesperson shoving a coupon in our face or being ambushed by an overzealous kiosk owner with their latest product. It's no wonder that as a pastor, the word "marketing" might elicit skepticism and a defensive stance. 

So, I’d like to set the record straight from the start. I believe true marketing extends far beyond superficial tactics like catchy jingles on billboards or handing out Chick-fil-A coupons at the local fair. Instead, when digital marketing is done right it's about embracing authenticity and sharing your genuine heart, wisdom, and solutions with those who need them most.  

The kind of marketing I am talking about is also known as direct response digital marketing. When used correctly, it’s a powerful tool that allows you to showcase your most authentic voice to an audience that is actively seeking what you have to offer. This marketing style has the potential to deliver remarkable returns on investment for churches looking to expand their reach both locally and online. 

Why Churches Should Use Direct Response Digital Marketing

With direct response digital marketing, pastors and ministry leaders can reach and connect with a vast pool of individuals who may be right there in their local community but completely unaware of their presence, message, or ministry. 

In a world where brand awareness campaigns often go unnoticed and overlooked, this form of marketing offers a refreshing approach that focuses on the power of authentic and heartfelt messages paired with an opportunity to respond directly to a relevant call to action. Rather than simply aiming to build brand recognition, properly targeted direct response digital marketing allows pastors to show up in the newsfeeds and online spaces of those who are actively seeking spiritual guidance and longing to discover a church that resonates with their beliefs and values. 

Unlike traditional content marketing, direct response marketing takes a more strategic and targeted approach to reach potential churchgoers. It's not just about uploading your sermons on YouTube or posting on Instagram and hoping for the best. This strategy involves specific building blocks to create an engaging and effective online presence that inspires action.

The 3 Building Blocks of Direct Digital Marketing for Churches

1. The first building block is utilizing platforms like Facebook and Instagram ads. 

Believe it or not, Facebook is good for more than just political rants and cat videos. With its massive user base and fancy targeting options, it's a goldmine for finding people who might be interested in exploring their faith, looking for a church community, or even reaching those who have left the church and aren't actively thinking about coming back. By packaging up your heart-centered message into a tangible resource, you can grab the attention of your desired audience and invite them to take immediate action.

2. The second building block in this strategy is something called a lead magnet. 

A lead magnet is a valuable freebie or offer that you can give away in exchange for contact information, like an email address or phone number. Good examples of lead magnets that pastors or ministry leaders could create include devotionals, mini e-courses, curated bible verse lists, family date ideas or other valuable content that speaks to the needs and interests of your target audience. It's like saying, "Hey, I've created something that I bet you are going to love, give me your email address and I’ll send it your way.” 

3. The final building block of this targeted strategy is creating a clear pathway of next steps for your new leads. 

It's not just about attracting new individuals, but also about nurturing relationships and guiding them towards deeper engagement with the church community. You can do this easily by delivering your mini-course, devotional or resource in something called a Dynamic Activation Hub in LearnPod. LearnPod is an advanced marketing and automation platform where new leads can not only consume the course or resource but also explore upcoming church events, programs, and opportunities for involvement. Within a dynamic activation hub, individuals can register for small groups, indicate their intention to visit the church, sign up for workshops, or even request to meet someone for coffee. This approach goes beyond simply providing valuable content—it serves as a gateway for individuals to take tangible actions and next steps towards learning about you, your church and how they can become more involved.

Benefits of Direct Digital Marketing for Churches

Imagine having 500-1,000 new local subscribers on your email list who willingly chose to be there because something you offered online resonated deeply with them. These people are more likely to be inclined to engage with your church than those who simply dropped their phone number in a fishbowl while snagging a free Chick-fil-A sandwich at the local fair. It's all about attracting genuine interest and building a community of individuals who are eager to explore their faith and take meaningful steps forward. Once these individuals have entered your world you can then immediately invite them to take the next right step for them which might be to sign up for a free connect class, attend a service at your church, meet with someone for coffee or check out a small group. 

One of the greatest advantages of this powerful strategy is the ability to target specific demographics with tailored messages that resonate deeply. Imagine if each ministry within your church had its own lead magnet, designed to attract, and engage different people within your community. By understanding the unique needs and interests of various groups, you can create compelling resources that speak directly to them, fostering a sense of belonging and connection.

How One Pastor is Using Direct Digital Marketing to Reach New Audiences

Kerry Robertson is the lead pastor of Game Changer Church in Frisco Texas. As an active member in the Frisco chamber, he saw the growing number of entrepreneurs in his city and felt compelled to minister to them. Pastor Kerry recognizes that these individuals face unique challenges and desire spiritual guidance in their business endeavors. To reach the entrepreneurs in his community effectively, he created a free course called "Accelerating Your Business Favor," which provides practical insights and biblical principles for entrepreneurs seeking to align their businesses with the kingdom and their faith.

Through targeted Facebook ads and strategic promotion, Pastor Kerry will be able to place this course in front of the exact local audience who is likely already looking for something like it. His resource has the potential to attract a wave of entrepreneurs who resonate with his message and as a result, he will be able to draw in the specific people he is longing to serve that may have never otherwise known about his church. This strategy will truly allow him to put a very personal, unique and helpful message in front of a specific audience who likely wouldn’t just be searching for his church’s website or viewing his sermons on YouTube. 

Final Thoughts

By leveraging a direct response digital marketing strategy and implementing a dynamic activation hub, you can create a thriving and vibrant church community. This approach allows you to provide ongoing value to your audience, deliver relevant and timely content, and facilitate meaningful connections among church members.

If you would like to learn more about how to implement a direct response digital marketing strategy in your church marketing, check out our free course called "Igniting Your Influence: Digital Marketing for Churches." In this course, we walk through practical steps to craft a marketing strategy that aligns with your church's unique vision and goals. You can check out the free course here to start transforming your church’s digital marketing strategy today.