Why start a digital marketing campaign for your church?

As people are considering marketing their church using social media, a question that I often get asked is "why?"  There are many in the church who still don't get on Facebook, see no use for Twitter and rarely check their e-mail.

So why start a digital marketing effort?

Google is the new YellowPages.

Today, people use the Internet to find things they need, research things they are interested in and use it as they would use the YellowPages, 411 or even a map. People now use the internet as their primary (and sometimes sole source) of information, as well as the primary tool they use to get to where they want to go.

My daughter is in 8th grade and she had this massive project called "Sculptors of History.  It involves researching a major figure in history, writing a report and presenting it in class.  Her's was on William Shakespeare.  Where did she go to research William?  Google and Wikipedia.  When I asked her if she went to the library, she asked "WHY?"

When we compare the ease of looking something up on-line vs. going to the physical library, it isn't hard to imagine why she responded the way she did.

Google Results = First Impression of Your Church.

Adam Broitman, an interactive media strategist, calls Google a “reputation management system.”  Many people use Google as the sole source to find all things on the Internet.  Most people do not randomly search around on different sites.  Instead, they surf about 10 to 12 sites regularly and then use Google to answer any ad hoc questions.

So, what does that mean for churches?  It basically means that your “digital presence” is determined by what Google thinks of you.  Google looks at links to and from your site, references to you on-line, how “fresh” the content is, and some of the mechanics of your website.  Google judges you based on the key words used on your site, the number of links going in and out, and the type and quality of the sites that reference your website.  

• Hub = Your Website
• Connectors = Links
• Outposts = Other websites referencing yours.

The more outposts and connectors that you have; the more you will come to the top of the Google search results and that the results will be focused on things you want them to be.

What would Jesus or the Apostle Paul do?

Scripturally, it fits in with “Go and make disciples” idea.  Jesus and the Apostle Paul used cutting edge marketing techniques to reach all those who needed to hear the Good News.  Jesus went to the synagogues and then taught the crowds on the hillsides.  Paul preached where the Philosophers would go and debate one another.  Paul also wrote a lot of letters to churches that were reproduced to help spread and strengthen the Gospel.  

The MESSAGE was always the same, but the MEDIUM changed to ensure it was effective at reaching who they were trying to reach.  The web provides another MEDIUM to reach out digital world and spread the MESSAGE.  We are CALLED to use all mediums to spread God’s universal message of love.

From a practical perspective…what is the digital appearance of your church?

Your church is already on-line, but are you going to manage its presence or not.  Search engines, yellow pages and even blog posts exist about your church, right now.  If you doubt it, go to Google and type the following:  “Your Church UMC” +City.  Count the number of hits.  Even if your church is off-line, it will have between 20 and 50 hits.  You are already on the web.  Shouldn’t you listen to the conservation?

Let me put it another way.  Would you stop mowing the lawn, tending the flower beds and picking up the litter around your church?  Why not?  I think there are two answers.  One, it isn’t good stewardship.  God calls us to care for what has been put in your hands.  Two, it makes for a pretty poor perception (read: witness) of your church for the surrounding community.  So, we trudge out every week to clean up the area outside our facility (including along the street), change the sign, mow the lawn, and generally tidy up.  While it does not impact the ministry inside the four walls of the church, we do it because we feel an obligation to do it.  Makes sense, right?

 Now consider your church’s digital appearance.  Are you tending to it?  Are you putting information on the sign for people to read when they “drive by?”  Are you ensuring that Google’s information is about your church is correct? Or is there a bunch of digital litter burying your church and muting your ability to “go and make disciples”?

If this is your church's appearance on-line, are you willing to change it?