4 Marketing Tips for the Relevant Church pt. 2
Part 2 Introduction
Last week, in our post 4 Marketing Tips for the Relevant Church part 1, we began discussing how to use your church marketing efforts to reach millennials better for the relevant church. We started with, 1. Reaching Them Where They Are, and finished with 2. Developing Member Personas That Matter. Today we conclude our two-part series with part 2 of 4 Marketing Tips for the Relevant Church.
3. Sign-Up For a Social Media Management Tool
- Let’s face it: social media management is very time-consuming. Most large businesses have a full-time person who has the sole responsibility of managing the corporate social media presence and persona. To deliver a consistent brand message – yes, your church has a brand – across multiple social media platforms without having to copy and paste, it’s critical to have a tool that can allow you to make one post that will cover multiple platforms. Additionally, many times, there may be a need to craft a post in the midst of a moment, using a mobile device such as a smartphone or tablet. Social media management tools such as Buffer, Sprout, or my personal favorite, Hootsuite, allow for just this type of usage. Many of them have “try before you buy” periods for full access or versions with limited features for free. Social media is a great way to connect with the new generation at precisely the time they need to be connected and provide resources that they find of value and are willing to share with those in their sphere of influence. Social media management tools allow you to find those people and connect with them.
4. CRM Is Great for Follow-up
- Follow-up is critical to the success of anything, especially concerning people. Millennials want to know that they matter. However, they don’t communicate in the same way as the previous generations. Older Millennials remember the pager and having to send messages using numbers. Younger millennials know text messaging before emojis, on flip phones that did not have a QWERTY keypad. The older, established generation enjoys a phone call or a letter in the mail. Millennials rarely check a physical mailbox, preferring an email to sum things up, and become anxious when a person suggests a follow-up with a call for something that could have just been sent via text message. Many would argue that this is the reason that we are losing our authenticity as interconnected species, as a result of anyone being able to personify anything behind a computer screen. However, in a study done in 2015 by the Mattersight Corporation of 1,000 millennials, over half indicated that “outside of work they prefer to communicate in person.” Furthermore, after a negative experience with a business, a survey respondent stated that “They didn’t offer an option to call and talk to someone. It was Web only, and my problem wasn’t featured among troubleshooting options.” Millennials are not abandoning face-to-face interaction; in fact, they prefer it as long as it is based on chemistry and respect
Marketing budgets for churches and religious organizations are reliant upon a high return on investment. The more that your organization can successfully target, an audience that is in need of the services that they offer, the more likely that the target audience will respond to your organization’s call to action. Delivering the best possible ROI for your organization thereby maximizing your marketing budget.