Ah, the venerable print display ad. I'm thinking specifically of the ones I was forced to place for Christmas and Easter; newspaper ads that drained money from the already shallow pool of finances allocated for communications.
As a pastoral associate for communications, I hated wasting the money. No creativity, let alone strategic thinking allowed, no integrated communications possible, given the limitations of print. Yes, I'm remembering a time before social media. (Insert shuddering here.)
Poverty, chastity, obedience. Two out of three? The ads went up.
Absolutely no evidence that anyone ever showed up for those holy days because of our display ads. Was that even the goal? Who knew?
I've never been a fan of advertising for churches, but am tempted to revisit it now -- on Facebook.
Facebook makes it simple to place economical, highly targeted ads and then track their performance. Simple but not necessarily easy to do because all the standard rules of marketing strategy must still be applied: 1) Identify what you're trying to accomplish; 2) Define what constitutes success; and 3) Craft compelling copy.
Have you given Facebook ads a try for your church? If so, what would you suggest to anyone wanting to get started? Worth the effort? Not? If you're thinking of giving Facebook advertising a try, what do you need to know?
For some basics, check out these articles by Darby Jones, eMarketing Coordinator at United Methodist Communications: Should your church advertise on Facebook? and 7 rules to reach the masses via Facebook. And while 2009 might seem like yesteryear, Why Should a Church Do Facebook Advertising by Dick Hardy, has some durable tips.
It's Tuesday, let's chat!