This is part 1 of a 4 part series on using your marketing budget effectively.
Whoa, hey now! I thought this blog was all about marketing. What’s with the title?
Notice I didn’t say, “Stop spending money on marketing.” I said, “Stop wasting money.”
Here’s the deal. It’s really, really easy for churches to waste money. In fact, I think it’s much easier for churches than for comparably-sized businesses. That’s because businesses have a bottom line–making money. It’s easy to tell if you’re making money, and it’s easy to tell if the money you spend is helping or hurting. But churches don’t really have a bottom line that can be easily measured, and measuring is the key to not wasting money.
So, if you’re not measuring the results of your marketing efforts, then you are wasting money; but you can change. In my eight years of full-time church communications work and my current work marketing our company’s content management system, Light, I’ve wasted a lot of money on marketing. And I’ve learned from my mistakes. So, based on my experience, I’ve put together a simple, three-step process to help you. We’ll continue with three more posts describing this process. Stay tuned.