Integrate your communication: Block 12
This series has been primarily about using digital media and online channels to build your web presence. However the best results are often achieved when you combine various methods of communication.
A few week ago, we introduced you to the church marketing funnel. The purpose of this model is to ensure that a church/ organisation communicates with individuals according to the stage that a relationship is at, as opposed to adopting a one-size fits all approach to communication.
As demonstrated in the model, sometimes it will be better to use communications such as personal letters, flyers and social media, and other times perhaps a radio ad and direct mail. One thing is clear from the model - a single means of communication is unlikely to accomplish your end goal.
Often organisations rely on one type of communication to achieve their goals, such as a single invitation to get people to an event, Facebook updates to increase communication or tracts to increase church attendance. This single tactic approach rarely works for two reasons:
- Repetition is important. People rarely take action on the basis of the first communication they receive from you. Exposing someone to your message multiple times in various ways facilitates familiarity, familiarity leads to trust. People engage and buy from people and organisations that they trust.
- Decision making is a journey. The journey towards taking action typically goes through various stages; awareness, interest, desire and action. You need communication that triggers each of these responses. It’s impossible for one type of communication to satisfy them all.
An example of how you could integrate your communication to promote an event
Here’s an example of integrated communication in action:
- 1. Make changes on your website and allow online sign-up
- 2. Invite church members via weekly announcements
- 3. Send an email inviting all your contacts
- 4. Contact relevant partners to promote the event via there communication channels
- 5. List your event on church event websites
I could add more to the mix but hopefully this illustrates how an integrated approach is far more effective than a single channel approach. For more information on how to promote church events see our quick start guide on how to promote your next church event.
We’ve reached the end of this series…
This is the last post in our ‘building blocks of your web presence’ series and we really hope you’ve found it useful! If you follow the tips we’ve outlined over the past 12 weeks, you’ll definitely see an improvement in the visibility and effectiveness of your organisation online.
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We’ll be running a workshop on how to build a bigger church at the Premier Digital Conference on 14th November, we hope to see you there!