I think every Fishhooker would acknowledge we have a love hate relationship with the word marketing. Since we were founded in 2003, we’ve spent so much of our time trying to cast vision for how churches can use marketing tactics and tools to reach people for Jesus.
But today I don’t want to do that. Today, I want to tell you why your church should do less marketing.
Traditionally, so much of marketing is about driving attention and attraction. Many times it uses slick campaigns or overly produced tactics to persuade people to buy-in to whatever the company is selling. In general, we whole-heartedly believe many of those same strategies can be used to win people for Jesus.
BUT you know what works even better? Authenticity. When you show up in true, genuine and whole ways, it builds a bridge of trust. For the people who’ve been attending for decades. The parents striving to raise their families in God-honoring ways. The younger generations who have been so clear that they aren’t looking for anything that looks like perfection. And especially the skeptics and people who have been hurt by the church.
When you show that there is space for being a whole person, for messing up and needing grace, you invite people into a truly valuable community. And that, my friends, isn’t marketing … it’s using communication tools for ministry.
Communication builds understanding and relationships. It’s about helping people understand, connect with and respond to the heart of an organization.
Still not convinced?
Here are 3 reasons your church should spend more time using communication tools for ministry and less time marketing.
At it’s best a gimmick or flashy hype creates curiosity. But at its worst it can feel like a bait and switch and actually create a lot of distrust with potential new connections. The real thing is SO much better! Show up humbly and boldly as the people God has created you to be. Share stories of what it's like to live everyday life with Jesus. Talk about the good and the hard things and how our faith gives us a lens and a foundation the rest of the world doesn’t have. And do it in a way that feels like it’s real people, not polished perfection.
When you use traditional marketing tactics to solely drive traffic or create intrigue, there isn’t much to build off of. You kind of have to keep doing new, more sparkly things to get the same amount of attention.
But when you put your efforts into building a communication strategy built on a strong brand identity and aligned with your ministry goals, everything you do contributes to your mission!
A strong foundation is critical. Then, the rest can fall into place more naturally - and with less effort. It feels less forced and will BE less forced/more genuine.
We’re living in a moment where depression, anxiety and a lack of purpose are crippling our communities. People are lonely, disconnected and searching for something ... anything ... that will bring them contentment. And you have it! We have it! Don’t bury it.
Don’t make it difficult for people in your community to see it and feel it. What you say and how you show up through communication tools should be radically different than the way the world shows up! It should feel like something they can’t get anywhere else. Stay centered on Jesus (the ultimate source of meaning, belonging and connection).
It’s easy right now to get lost in the sea of marketing tips and tricks. But we want you to hear that you don’t need to keep up with anything. You don’t have to be the flashiest or most polished. You don’t have to reach some sort of quota. You don’t have to prove anything.
You can just be you! The you God created you to be. That is what people need and that is what will help them connect with your church and ultimately Jesus.
And when marketing is needed, because sometimes it is, it should look like meaningful, well-thought-out planning that effectively aligns with your ministry.
Now you might be wondering what you could be doing instead of marketing. Here are 4 ideas of what your team can work towards.
Turn the camera on the minute you think of something to share ... even if you don't have the perfect lighting, angle, etc. (Car videos? Love them. Staff meeting BTS? Perfection.)
AI says every sentence has to be polished and each word choice needs to perfect. Writing how a real person talks shows people there are real people behind your church's communication (because there are!)
We talk a lot about tone in marketing and communication. But really the whole purpose of that is to help you bring an identity and voice to your church. To help it be and feel more human!
So don't be afraid to shift that tone when it's needed. Seriousness is good. Silliness is good. Sincerity is good. (I can't think of another S word so you get the picture.)
I think churches have felt like they were living under a microscope for a long time. (And rightly so). People are highly skeptical of the church as a whole and so it makes sense that you would want to put your best foot forward. You want to do things in way that looks attractive and professional. But we believe your presence speaks so much louder than anything that is perfectly produced.
When you are present, you show people you see and value them. When you lead with empathy and awareness, show up honestly, embrace who God has made you to be, own when you've made a mistake or hurt someone and share the truth of who Jesus is, you invite people into a new way of life ... not just a service or event.
So the next time you find yourself bogged down by what you should post on social media or how you can make your new series seem as relevant as possible … shift your attention.
Ask instead, “What do the people in our community need to hear? What value are we trying to bring to them in this moment? And how can we communicate that value in a way that fosters trust and builds a bridge back to Jesus?”