For many businesses the coming year in 2010 will be a year of recovery; it’ll be a year where they want to not only recover from the previous 12 months but also provide a firm base to grow.
Especially for the tech sector this will be an increased look at traffic generation to their properties.
Our ministries have experienced the exact same thing; for some it’s been a devastating year, but we need to not only recover but grow!
One particular area that you may want to consider investing some time in is your competitive intelligence for your online positioning and marketing. What does this mean?
Here are 5 things you may consider:
1. Know What’s Working
For a business this typically means “know your competition” and “market intelligence” but for the ministry we know this to mean “what’s working really well for other ministries.”
Essentially, invest in some time and research to see what other ministries are doing well to gain traffic to their web properties. Ask questions, shoot off some emails, join conversations where they’re happening, join seminars, conferences, whatever.
Then, start looking for tools and strategies that will help you get there. But remember, the goal isn’t to catch up; be yourself.
2. Know Thyself, Better
One of the most significant things you can invest in is simply know what your ministry online is about.
Who are you in the online world? Does your ministry “brand” translate well into this space? What is your particular “marketing advantage” really for the purposes of expanding your mission or for something less-than effective?
Now’s the time to invest in an online strategy that’s as close to who you are as possible; in fact, it may require that you challenge some of the historical precedents so that you can create a foundation for the future.
3. Copying is Still Flattering (and Still Works)
You know what they say about copying, and here are some previous thoughts about Stop Innovating and Stop Copying, as well as making sure that your contextualizing your efforts.
Here’s the point: It’s ok to copy what the “competition” is doing and what’s performing well; that’s fine. But make sure it’s done with wisdom, discernment, and that it speaks your language as a ministry and organization first.
But perhaps more important is to study how they engage successfully and marrying those strategies into your own relevant system. Where are they linking to and from? Where are people headed? What partnerships are they forging? What conversations are they engaged in?
Make note, because you can do better.
4. Study Your Own Failures
Your current properties are getting traffic, trust me. The problem might just be that they don’t stay very long because they can’t find what they’re looking for (design issues, etc) or that it isn’t structured in the best way possible.
With the help of Google Analytics and a number of other solutions you can quickly determine where you’re losing people (and traffic). Invest some time in studying what’s currently happening with your properties and you’ll be better for it.
Look for patterns. Remember, every “leak” is an opportunity.
5. Prepare for the Future
Your online presence this past year was one thing. The coming year it’s another. And the year after even more so.
The value and importance of your online equity and efforts is going to only become more important. Is your leadership investing in it explicitly? Is monies being shifted in that direction? Is your staffing representative of this shift in values?
This year is just as much about preparation as it is recovery. 2011 will be here sooner than you think. You don’t want to be in the same boat when it comes.
[Image from Erica]
Graham Brenna says
Thanks for the tips! Can't wait for 2010. 🙂
human3rror says
😉
@KerryBural says
Good stuff, John. Thanks for the tips. This will help us plan next steps on our sites.
human3rror says
how are you doing these days kerry? love to talk with you about what you're up to sometime in the near future.
@KerryBural says
That would be great, John. I'll shoot you a DM.
James Scott Jr says
Interestpost but I have to say I think you're dead wrong about copying. A major reason we have so many mediocre ministries and church leaders is because of so many trying to copy the talented few instead of developing their own gifts and talents. Today, it's common for preachers to buy the hottest book on a topic and regurgitate the contents as their sermons instead of doing the learning and growing themselves. Leaders should be encouraged to originate and innovate, not shop around and steal the good work of others. And I don't think a blatant approval of copying is a good message to give to leaders.
human3rror says
I think you may have not read my post on copying?
Jim says
Great post…i love the phrase "online equity"
Daniel_Berman says
Copying can be a path fraught with danger. I doubt many pastors or Christian leaders have been taught how to lead through innovation, where it okay and where its not. We tend to end up with way to many Christian fads unfortunately with no relation to the original basis of the program.
I wonder how many churches would deliberately choose to not share their programs with others, without a check list detailing the critical elements which they feel made their program a success?
GordonMarcy says
#3 I think your previous thoughts were from "Stop Innovating and START Copying"
Innovation is great, if you've developed a culture and team for it. Copying, or a kinder/gentler way of saying it, modeling, can be effective too. In fact, many errors and much waste has come from a failure to learn and model (copy) from what others are doing successfully.
Failure to closely investigate related organizations and their endeavors can lead to a lot of reinventing the wheel.
Good point about copying with wisdom and discernment. I call that "Copying Creatively." Taking what's learned from others and letting that inspire adaptations and variations unique to your culture and mission.
I like to think that copying creatively, in a sense, IS creating something unique.
GordonMarcy says
Quick follow-up. RE: Concern some seem to be having about "copying"
I'm talking (and I believe you are as well) about operational matters, i.e. processes, procedures, techniques, tactics, strategies etc., NOT vision, identity, or God's unique plan for each church or individual.
Again, strategic innovation is healthy and needed. But so is learning, or copying creatively, what is successful from others.
Major General K. E. Rodriguez, U.S.M.C. wrote a paper called, "So You're Going Into Battle." Here's his opening remarks:
"Here are battle principles for you, which have proved successful against the Japanese in previous operations. This doctrine was prepared by the Third Marine Division, F.M.F. It can be studied to the advantage of every Marine in this division."
The Church is in a battle too.
Copying successful principles, ideas, etc. from others (especially with online strategies that are so complex and changing rapidly) is not wrong, it is wise.
stephenbateman says
Agreed, thanks for responding well.
benrwoodard says
Concerning #3 – One of the biggest misunderstanding about what I'm trying to do in my place of ministry, is on the development side. We have so many Christians that feel if 'we' don't create or develop it then it is 'of the Devil'. I'm always telling people that we don't need to recreate the wheel in web ministry we just need to use it in a way that would please HIM. Thanks John. Again your ahead of the game on this one.
human3rror says
thanks man.
it's just one perspective. it's not the “right” one, but just “one”.
hope this week has been restful for you….!
john
james scott jr says
To expand briefly on my previous comment, I am all for looking at and learning from models. But there's a difference between being inspired by, and learning from, models, and "copying." There's more than semantics that separate models from copying. I'm all for avoiding re-inventing the wheel when not necessary, but we also need to be original to our own work. Originating from a model can be beneficial. Copying a model is a copout.
human3rror says
copying a model is a cop-out? i think a “model” is a model to be copied, right? perhaps it is semantics, but i honestly believe there is little “new under the sun,” especially when it comes to the church and technology. Everything we do is already a copy of what the market place has done years prior.
Now, doing things contextually is powerful, and that's what separates our work from being ineffective and inefficient to effective, efficient, and purposeful. i think context has everything to do with copying well.
love the conversation though james, good stuff, and i think you bring up good points. word up.
Theresa Croft says
I think you make some excellent points here.
Copying can be better explained, for me, as Marketing leader John Reese states…piggybacking on others ideas.
You see what they are doing…and do it better.
I have an acronym that keeps me on target with my ministry marketing: SPEAK
S is for specific niche: Who is my target audience. where are they online. What are their needs? What are they buying. How can I serve them?
P is for precise and proven marketing strategies. You have to know what works…the precise methods. I implemented one strategy from Stephen Pierce and increased traffic to my main site by over 50%. That rocks.
I learned how to create auto blogs to get good information out on more blogs….with me working less hours…
I could go on..
E is for excellence. You must work and serve others with a spirit of excellence. (Like you do here!)
A is for action. Your faith must have works. Action means you work. You work and do what needs to be done. Forget Oprah…we got work to do….videos to make…blogs to create…people to help…
K is for kneel. Maintaining a relationship with God is vital. He is our source, our wisdom, our strategy…our hope…Kneel, pray, humble yourself before the Lord God Almighty and He will exalt you in due time.
SPEAK…spells Speak…the glue that holds this plan together for me…And that is I speak the Word, speak positive things, speak life over my family, my visions, my ministry, my heart's desires…..As it says in Proverbs…"the power of life and death is in our tongues!"
Thank you again for such a great site. And you let us share a video! So cool….Let me pray about which video to share…..
Theresa Croft
http://Ministry-Marketing-Strategies.com
[youtube KOk3e1FQlws http://www.youtube.com/watch?v=KOk3e1FQlws youtube]
human3rror says
stop advertising your spammy business.