Like it or not, we can’t ignore Facebook’s reach. Many still consider the platform good ‘value for money’ when it comes to campaigns. This includes both paid and unpaid. Some of the campaigns I’ve run, in different contexts, force me to agree. Here are some tips and ideas for your next Facebook campaign.
Your church could be missing out on the some of the simplest and most cost-effective medium. The first rule to your next Facebook campaign is not run one. Not everyone in your city or community is going to drive past your church to see your billboard.
You don’t need a huge budget to run ads on Facebook. Start by experimenting with a little money.
Before you create the ad be clear about these things:
- Who are you trying to reach?
- Age, Gender, Location, Occupation, Interests etc.
- What do you want to say to them?
- Messaging — if you aren’t clear about what you want to say how will the people you say it to ‘get it’?
- What should they do after seeing the ad?
- Call to action — the ultimate goal?
Keeping these questions in mind will help you not to waste time and money.
Being able to target specific types of people has to be the most significant features of Facebook ads and campaigns. You can target people based on their interests, locations, ages and more. This can be powerful. For example:
- Your church might not be reaching people in a particular area of your city or community. Have you thought about targeting people in the area through Facebook ads?
- Some churches have interests based small groups. Why not create an ad for an event or activity those small groups are hosting?
Facebook can go where you sometimes can’t in a fraction of the time.
Think Ahead; Right From The Start
One of the reasons most social media campaigns fail is because they start too late. Start early. The longer you start your ads the higher the likelihood for more people to see and engage with them. It also gives you time to tweak the ineffective ones. This is especially important when it comes to events.
More Than One
Serve more than one ad. Play around with words, graphics, and video. Even, say the same thing ten different ways. Why not? See which does better and adjust where necessary.
PS: don’t forget that you can also get your Facebook ads to show on Instagram. Try it, it may extend your reach and impact.
Make assets available to your congregation. Remember that the point of your campaign is reaching, not exclusivity. So give them away to your congregation so that they can also share on their accounts. Make it easy for your congregation to access the campaign assets and encourage them to share.
If your goal is to reach people beyond your church’s walls, watch the lingo. Rid your campaign of your church-speak. Put yourself in the shoes of the most unchurched person in your community. Would your language and messaging resonate with them?
While “come for a great time of fellowship” might be normal for your church, it isn’t for others.