Thinking they don’t need to market – Marketing is for business, and the church isn’t a business, right? Wrong! The church has a responsibility to deliver the message of Christ. Marketing that message makes it accessible and attractive to those who need to hear it.
Confusing advertising with marketing – Advertising is only part of the larger marketing picture. Marketing encompasses everything that communicates a message about the church. This can be everything from bulletins and newsletters to attractive signage and landscaping. Churches need to make sure they look at everything from a marketing perspective.
Having an out of date website – The church website is the first place a visitor will visit in today’s society. A good website is easy to navigate, provides clear information, and has the latest updates on events and services.
Not taking advantage of free press – Local newspapers and community newsletters love to print articles about local churches! Developing a relationship with local reporters is a great way to build a good reputation in the community.
Not including members in marketing – Not only do many members have marketing experience, but many are also willing to help. Even if it is something as simple as printing signs for member’s yards it is important for churches to get members involved.
Not being consistent with graphics – If you use one logo here and another logo there and are constantly changing fonts and graphics it is hard for people to recognize when something is from your church. Consistent graphics give a professional look that conveys excellence.
Using inside terms – What does “Promise Land” mean and where is the “Epworth Garden”? Names are nice and help us not feel so industrial, but we need to remember that not everyone will immediately recognize what our terms mean. When using terms, make sure to include a short definition. A well labeled map is a great resource.
Trying to be someone they are not – If your church sings hymns and the pastor and choir wear robes, don’t advertise yourself as “casual and contemporary”. Not everyone is looking for the latest and greatest in contemporary worship. Some people are looking for a church with traditional roots. Be who you are and do what you do well.
Not marketing on site – Pay attention to interior signage, bulletins, etc. Is your church easy to get around? Do you have a place for people to get more information easily without feeling pressured? Make sure what you offer on site matches what you advertise off site.
Not tracking effective methods – Did you mailer work? How do you know? Find ways to track the effectiveness of advertisements. It can be as easy as a line in the register that says “How did you hear about us?” or a separate website address on a mailer (e.g. – christmas.yourchurch.org on your Christmas mailer).
Not following through – You have visitors! Great! Now what do you do? Make sure you have a well thought out plan on how to help your visitors find the information they need and get connected to your ministries.
Not planning ahead – Churches think about Easter and Christmas, but not much else. If you plan ahead you can provide consistent marketing for all your events and take advantage of free press opportunities throughout the year.
3 thoughts on “12 Common Marketing Mistakes by Churches”
That is really well written and thought ought, Howard. I would suggest that part of #3 is not having a static website. Using a simple CMS (like wordpress) helps your website represent what is going on in your church daily instead of twice a year.
I agree. I’m starting a new “Top 12 Tuesday” on this blog and every Tuesday I’ll post a top 12 on various topics. I’ll have to write one specifically about church websites.
Hi Howard
Great list. I think you’d probably also like Internet Evangelism Day’s church website self-assessment tool at
InternetEvangelismDay.com/design
That is really well written and thought ought, Howard. I would suggest that part of #3 is not having a static website. Using a simple CMS (like wordpress) helps your website represent what is going on in your church daily instead of twice a year.
I agree. I’m starting a new “Top 12 Tuesday” on this blog and every Tuesday I’ll post a top 12 on various topics. I’ll have to write one specifically about church websites.
Hi Howard
Great list. I think you’d probably also like Internet Evangelism Day’s church website self-assessment tool at
InternetEvangelismDay.com/design
I’ll run this posting in our blog too.
Blessings
Tony