This is part 2 of a 4 part series on using your marketing budget effectively. You can read the original post to get a better understanding of Tim’s money-saving advice.
We established last time that avoiding wasted money in marketing hinges on measuring results. So, how do we do that in a church? Well, I’ve put together a simple, three step process to help you.
Step 1: Establish a measurable indicator for every marketing effort.
What will you watch to see if your marketing effort is successful? If you can’t answer that question, stop right now before it’s too late!
Measurable indicators, or goals, should be specific so that you can tell if you really meet them. For example, you might send out a direct mail piece to your community and then watch your worship attendance the next Sunday to see if it goes up. Well, that’s an indicator, but it’s not terribly specific. A lot of things might influence your worship attendance, so how do you really know if your marketing helped?
On the other hand, if you include a coupon on the direct mail piece that someone can redeem at the church on Sunday, you can collect direct mail pieces and see exactly how many people received them and brought them back. That’s more specific. Or, what if you put a special URL on the postcard pointing people to a hidden page on your web site? Track the traffic to that page and you know exactly how many people responded to your ad.
One of the problems church staffs have with setting up these goals is that they don’t seem very “spiritual.” But broader, spiritual indicators, while noble, are difficult to measure. We’d all love to see more people grow closer to Christ as a result of our marketing efforts, but how will we know if that happens? Our specific indicator may not be eternally significant, but its purpose is only to measure the effectiveness of the marketing effort and keep us from wasting money. Keep this in mind when setting your specific, measurable goals.
Use the Internet to measure your goals.
The Internet can provide you with accurate, real-time tracking. Why not create goals that take place on the Internet so that you can measure them easily and effectively? A goal might be a visiting a certain page on your web site, signing up for a newsletter or completing any online form. For each of our company’s software products, our goal is getting a person to sign up for a free account. By using a tracking software like Google Analytics you can precisely track how many people complete your goal and where they come from.