It feels like we just celebrated the New Year, and Easter is here already. Of course it is actually a bit early this year on March 31. But that only means we have to be on our toes to be strategic for Easter to be a way to welcome newcomers, casual attendees and friends / family that might be visiting from our of town.
One of the easiest tactics almost any church can utilize to spread the word about Easter Sunday services is Facebook advertising.
Not only is it affordable since you actually set the bid and budget caps for your campaign — so your expenses won’t go wild and out of control.
But Facebook advertising is extremely effective in reaching friends of those that are attending your church already. This is where leveraging social networks for church outreach messaging is perfect.
FACEBOOK ADVERTISING ALLOWS YOU TO TARGET VERY SPECIFIC DEMOGRAPHIC GROUPS
Here is an example of an ad I set-up today for Liquid Church’s Easter Services. You’ll see that I’ve been able to set-up 3 demographic factors — People who live in the US, live in NJ in particular and who are 18 years or older.
The interesting part is that you have even more control of who sees your ad — I added two additional parameters to this Facebook ad campaign:
- People who are NOT already connected to Liquid Church’s Facebook page. I am setting up separate messaging (ad graphics, headline, ad copy and click through URL landing page) for people who are already fans of our Facebook page. This ad is for people who have not LIKEd our Facebook page already.
- Only people who have friends that are connected to Liquid Church’s Facebook page. So, here I’m not just targeting anyone in NJ over 18 that’s not part of our FB page community. This parameter adds the social element. Our ad will show up ONLY if they have a friend that has already LIKEd our church Facebook page.
By adding these two filters, I can leverage the fact that anyone seeing this ad has a chance of already hearing about Liquid Church from their friend (or their friend’s FB timeline feed) or at least has someone they know that knows about Liquid Church (because they’ve already liked our page).
In a way, this ad is helping to seed the “invite a friend” behavior we hope our own community members are going to carry out over the next week or so.
FACEBOOK ADS ALLOW YOU TO TALK DIFFERENTLY TO YOUR OWN COMMUNITY MEMBERS
If you’re following along, you’ll now understand that your ads for your current attendees (we can assume these are basically the people who “LIKE” your Facebook page) can be a bit different.
In fact, here is an ad set-up that is intended for people who already know about Liquid Church and is a part of our Facebook community today:
Instead of a generic “come to Easter services” type messaging, we have the ability to help equip our own people to invite their friends and family. This can be done by sending click throughs to a page on your website that has downloadable content to share with their friends. What would you put there? Things like:
- Video invitation from pastor with social sharing or forward to a friend email link
- Facebook cover image people can use for the week
- 1-step tweet links like this one: http://bit.ly/clicktotweetabouteaster2013 (TRY IT!)
- Social sharing friendly videos about Easter like this one called social media Easter