The goal of your local church’s marketing effort is to increase the number of inbound leads and to drive conversions…. This is no different than the goal of commercial marketing, except we’re dealing in spiritual rather than tangible goods. Understanding how to increase inbound leads (people who express an interest in your church) and drive conversions (people who actually join your church) is not hard, but it does take leadership, planning, creativity and sustained effort. In other words, it takes a little work.
Most churches are already engaged in some forms of marketing. Any of the basic functions of parish life are marketing processes, including outreach, hospitality, ushering, preaching, maintaining the parish’s website and Facebook page, tweeting, and promoting the Sunday worship schedule. The challenge is to move from efforts focused on maintenance to efforts focused on growth.