– Today on Pro Church
Daily, we’re talking about how to run Facebook ads for your church. – Well hey there and
welcome to Pro Church Daily. The show where in 10 minutes or less you’ll get a daily dose
of tips and tactics to help your church share
the message of Jesus while we navigate the
biggest communication shift we’ve seen in 500 years. I’m your host Alex Mills joined as always by the boss-man, it’s Brady Shearer and today we’re talking about how to run Facebook ads for your church. – Facebook ads Alex, are in my opinion, the absolute best platform
for outreach for your church. – Yeah.
– Marketing for your church, whatever word that you care to use. When it comes to reaching
the people beyond the four walls of your
church, into the community, people who are unaware of you, people who are aware but
aren’t yet connected. What makes Facebook ads so amazing is first, it is under-priced. Compared to a billboard,
compared to traditional media ads like radio and television,
it is drastically affordable. As you’ll see, even for smaller
churches which is amazing. Digital has given every church kind of an even playing ground. Used to be like, well we don’t have five K to buy this billboard so we can’t do this. – Let me give you a quick success story because I work for a smaller church that you’re referring to. For the longest time we did newspaper ads, it’s just something that we did and it was like set it and forget it. You pay the bill every week,
it’s in the church directory in the local newspaper, it is what it is. We never saw any traffic from
that, but it’s what you do. All the churches, local churches
in the church directory, that’s what you do.
– Accurate. – What you do when the
church newspaper folds? – Wow.
– It’s gone. And so, a few months
ago the local newspaper, it folded and so we weren’t
spending this ad money anymore. So we had a church picnic a few weeks ago and I said to our people, I said, “Hey, give me half of that ad spend, “that we were spending a
month on newspaper ads, “let me run a Facebook ad.” They gave me half of it and we saw, we saw like 15 new visitors
come to the church picnic and about.
– Wow. – 25% of them came directly from that ad. – You didn’t even tell me this. – Yeah I know, so, it’s just like, this Facebook ads, you
understated it in your intro. This is so, this is, the opportunity that we have as churches, especially smaller churches like myself with Facebook ads right
now, it’s unmatched. I think it’s unprecedented. I don’t think we’ve had
an opportunity like this ever before, so I’m pumped up
to talk about Facebook ads. – ‘Kay if I understated it,
allow me to overstate it. It is the single greatest
outreach platform in human history.
– Yeah. – Why, number one, I
believe that actually. Number one, the attention. The amount of people on
Facebook in your community. Seven out of every 10 American
adults active on Facebook. That is unprecedented
and then you combine that with the affordability of it. Not only does it have the attention, it has the accessibility for every church. So let’s talk about four-step strategy for running successful
Facebook ads for your church. How do you do it? Well the first step is
understanding the behavior of Facebook.
– Yeah of course. – You’ve gotta recognize that
when someone’s on Facebook, they don’t wanna hear about your church. – Nope.
– They are scrolling to see their friends and their family. They’re enjoying, they’re
mindlessly scrolling. If you want to succeed with Facebook ads, you have to understand that
people are not using Facebook the way that they use search. So if you ever run search ads, you know, Google AdWords sort of thing. You know, when someone’s searching for, Church in Niagara Falls, it makes sense that you would show up
and they would be like, oh okay good a church in Niagara Falls I’m happy.
– Right because they searched for it.
– Their behavior is very different. On Facebook, they are not looking for ads. – No.
– They are trying to be entertained.
– Yeah. – They are trying to make
it through another day of hard work okay? So you can’t just jump in
there and expect to succeed just by clicking boost
on your lasted post. You need to have a strategy. So that’s step one. Understand the behavior of the user that’s actually using Facebook. Step number two is to
find the intersection between faith and culture.
– Yeah. – So what do I mean by that? People are scrolling through Facebook, they’re not looking for your church. They do not care about
your Sunday service, they care about themselves. So you need to find something,
you need to identify the intersection between
what they care about and where you church can
offer value in their lives. So to give you some examples
of potential intersections between faith and culture you could do, a kids camp.
– Yep. – Free childcare for my kid, I like it. You could do a fall festival. A free outing for my family, I love that. You could do, pictures with Santa. You could do marriage,
parenting or finance courses. – Yeah.
– Elements that the Christian faith and
the Bible and Scripture speak directly to, that the
church as an organization can facilitate but intersectional areas that the average human
being in your community is also gonna find value in. – We did this for the
ad that I just mentioned for our church picnic. In house we always call it
our annual church picnic but when I ran this Facebook ad I decided, I’m gonna call this a community picnic and then my big headline
with fun emojis was, free hamburger and sunshine
or something like that. And I talked all about what
we’re offering for kids. Like there’s a bouncy castle,
there’s food, all this stuff. And I found that intersection
between like okay, it’s summer, people wanna get outside, people love food, they love free food, kids love bouncy castles, you have kids, and by using that language,
a community picnic instead of church picnic,
it was more inclusive as opposed to exclusive
and we saw results. And so, yeah, this one’s huge. Finding that intersection
between faith and culture and once you start thinking that way, you’ll see these things everywhere. You’ll see, oh yeah I can
connect this with this. You know, with what this person
is going through on Facebook to what we’re doing at church and you can create ads around that. But yeah, this one’s vital. – The church institution
has for centuries, since its existence, since its inception, has been a part of the community. – Yeah.
– It’s been that foundational cornerstone
of every community, especially in North America
and the reason for that is that the church is not just considering its own self-interest. It’s about bettering the community as a whole.
– Of course. – And if you’re thinking, listening, watching this and being like, okay but I want to save souls. I want people to get
connected with Christ, this doesn’t have
anything to do with that, you’ve gotta recognize that
every relationship takes time and if you want to use Facebook and actually take advantage of the greatest outreach platform in the history of
humankind, you need to play by its rules.
– Yeah. – You can’t just jump in and say, hey wanna get married? Okay, no no let’s build
a relationship first. Show me that you can
bring value to my life and then that is the in that you need to get people connected to your church and becoming fully integrated
members of your community. – Yeah.
– And finding hope in Christ but it’s gotta start at that intersection between faith and culture. – So I click on an ad,
where do I need to go next? – So that is very important because a lot of people don’t understand that when you’re running a Facebook ad, you need to bring them to your website and then present them with an opportunity. So for Pro Church Tools, we do this. Where you land on our website and we say we’ve got this amazing free download. Enter your first name
and your email address and we’ll send you this download. – Yeah.
– Because now, you’re part of our email list. Now you can join Pro Church Nation, now you can be a part of our community. Similarly, what your church wants to do, first you find that event,
we call it bridge event between faith and culture,
that intersection. They click on an ad and when
the person clicks on ad, they land in your website,
they land on a landing page, built specifically for this bridge event. – Yes.
– And there’s a signup form there where they say, oh do you wanna come
to this event for free, just fill out your name,
email address and who’s coming and we’ll send you all
the details as a followup. – Awesome.
– And that’s step four. The followup after this sign
up form is actually filled out, this is where you send
an email automatically, you can use a free tool like MailChimp. We use Convert Kit at Pro Church Tools. They send a followup email
with all of the details. So let’s say you’re
doing the fall festival, someone signs up to attend for free, they say hey we’re
gonna bring four people. You send the followup email, hey Jenna, so excited that
you’re gonna be joining us at Fall Festival this year. It’s happening at this
address, at this time. When you come make sure
to stop by our VIP tent to pick up your free,
you know, goodie bag. Something like that.
– So good. – It’s a simple, four-step process. If you are not convinced this
will work for your church we wanted to point to a success story that we highlighted on episode number 87 of Pro Church Daily, it was called, how a church of 150 people
spent $109 on Facebook ads and got 241 new visitors. Now it’s probably unlikely that
you’ll get 241 new visitors spending $109 but that’s an example of just how powerful this platform can be. Again, that’s episode
87 of Pro Church Daily. And Alex shared his you know, experience with Facebook ads, just in the last couple
of months with his church. Also a church of less than 100 and so, this is an extremely powerful platform. In the episodes of Pro Church Daily that come after this, we’re
gonna actually be sharing real examples.
– Yeah. – Of Facebook ad campaigns
that churches have run because we really want this
to be accessible to you. We wanna show you exact examples of how churches have done this when it comes to, how do we target? And how do we actually do good ad creative and all this you know, what
tools do we need to use? So this is kind of the
overarching strategy of Facebook ads, episode
number 170 of Pro Church Daily. In episodes 171, 172 and 173 we’re gonna keep doing a deeper dive into Facebook ads to give
you a complete strategy. So go check those episodes
out if they’re live already. If not, make sure to check
out the featured resource. – Yes.
– That we wanna highlight. We talked about your church’s website and how you’re gonna use
that for Facebook ads, the homepage of your church website. We’ve got this infographic called the perfect church
homepage infographic and it uses eye tracking
studies to identify all the important, necessary elements who every church website homepage, it’s a free download, it is linked in the show notes for this episode of Pro Church Daily. Thanks for watching, we’ll
see you in another episode. – Hey thanks for watching this
episode of Pro Church Daily. Make sure you subscribe to this channel so you never miss another video. – And I got a question. Kiki, do you love me? If you do, like this video.