How To Build A Church Communications Plan From Scratch | Pro Church Daily Ep. #031

How To Build A Church Communications Plan From Scratch | Pro Church Daily Ep. #031


– Today on Pro Church
Daily we’re talking about how to build a church
communications plan from scratch. – Well hey there and
welcome to Pro Church Daily, the show where in 10
minutes or less you’ll get your 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 the last 500 years. I’m your host, Alex Mills,
I’m joined as always by the boss man, it’s Brady Shear. And today we’re gonna
talk about how to build a church communications plan from scratch. – Got a DM the other day from
an individual in Pro Church Nation talking about
how they’ve just become, they’ve just come into a
place in their church where they’ve kind of been put
in charge of setting up a communications plan. Problem is the church pretty
much has no communications plan in place or ever has. And this is a very common
situation that many churches find themselves in. And a lot of people in Pro
Church Nation can empathize with this individual, knowing
what it’s like to have a blank canvas, which is
great, but also the fear and intimidation factor that
comes along with that blank canvas. – Yeah, where do you start? – Every single day we
have a new episode of Pro Church Daily that shares, hopefully, a great tip, tactic or
strategy that you can implement in your church. But that’s every single day. That means 365 days of the
year you have, perhaps, a new thing you could try. It can feel overwhelming. So I wanted to do an
episode of Pro Church Daily that basically lays down
a foundation, a strategy, for where you should invest
the majority of your efforts when you are first figuring
out this whole thing of communications. And even if you have something
that’s already in place, these are still the three
most important platforms where you should be investing
the majority of your resources, energy, and
time, even if you already have something in place. So you can use this as a
gauge, as a measuring stick for, maybe we’re putting a
little bit too much energy, time, creative resource into this. At the end of the Brady, at
least, believe that the ROI is more gonna be found on
this side of the equation. So the thing things, kind
of the three platforms that every church should have some presence on, and let’s start with the most important, the most important is your– – Website. – Your website.
– Of course. – Your church’s website,
your single most important marketing tool. If you don’t care for the
word marketing next to church, you can use the word outreach. The most important tool that
you have at your disposal when it comes to reaching your community, growing an online presence,
and most importantly, making first impressions. – For sure. – More important than anything else. Consider this statistic
that comes from Forbes, 97% of people search for
local organizations online. Wasn’t too long ago, just
last week that you and I and Brandon and Tristan
took a trip to So-Cal to do some filming for storytape.com, we’re in new cities, we
are in places that we’re unfamiliar with. When we’re looking for places
to eat, places to film, places for coffee, what do we do? – Just hop on the phone,
hop on the computer, whatever digital device is in front of us, your watch maybe, and you
just search, use Google, we used Yelp, we use
websites that have reviews and you just use the internet
as a tool to determine what’s around here. I’m not picking up the phone
book or looking through the yellow pages or even
asking somebody on the street. I have all the answers
I need on the internet. – Exactly, and that’s how
pretty much every single human on earth uses Google. This is from Hub Spot, 46%
of all searches on Google are local. So this isn’t just a thing
that you search online for a product that you’re
gonna buy from Amazon or Best Buy or whatever it might be, this is for looking for
shops, for churches, in your local area. Almost 50% of all Google searches, local. And the final thing that I
want to say about a website is your church staff are
unable to work 24 hours a day, seven days a week, 365 days of the year. Your facilities, your building
is not open that often. The only platform that you,
as a church, possess that is yours to own on your own
digital property is your website. Open and available 24/7. So at three AM when someone
wants to register for a small group or search for
information just looking for a local church, trying to find hope. Maybe they stumble across your website. – Yeah, it’s your front door. – Like you always say, the
most important place that you have available. Second, before we get to
social media I think this is gonna be surprising for a lot of churches. – For sure.
– Email. Still, for us at Pro
Church tools the number one communication resource after our website. – Absolutely. – Email. These stats are all from Opt In Monster, which is a phenomenal
email capture tool for WordPress and other platforms. Comparing social media, Facebook
and Twitter in particular, to email. There are 50% more users
for email than for Facebook. It was like 2.4 billion
email users compared to 1.7 billion Facebook users. 58% of people say that email
is the first thing that they check online each day. Only about 15% check social first. So people roll out of bed
or whenever they’re checking their phone for the first
time, they’re going to email before anything else. 91% of people use email
daily compared to just 57% on Facebook, 14% on Twitter. People are using email every single day. So if you need to get
information out that’s timely, email still the best platform to do that. Finally, 77% of people
prefer email for permission based promotions from
brands compared to just 4% on Facebook. Meaning people want to
hear about promotions when they give you permission,
when they give you their email address. They much prefer you send
out events and calendar and new information from
your church via email compared to Facebook. That data is a little bit
skewed because people don’t think of Facebook as a
platform they use for that. But just goes to show you
how powerful email is. A lot of churches just don’t
spend too much time on it. But when it comes to the audience size, when it comes to the frequency of use, and when it comes to, actually,
according to this data, what people prefer when
it comes to communication channels email trumps Facebook
and all of social media every single time. With that being said, the
third and final platform that you should invest energy,
time, and creative resources into when you’re building out
your churches communication strategy is Facebook. The most important social
platform for churches. Not the most important digital platform. Again, website and email
still more important based on the data that we have. But Facebook, of all the social platforms, the most important. Why is that? Well as of 2016, likely
this has surely gone up, 68% of all American adults
were active on Facebook. The closest runner up social platform, also owned by Facebook, Instagram. And it was in the high
20s, low 30 percentages according to that report from (mumbles). So twice as many people, more
than twice as many people using Facebook. That is the power of Facebook. Why is it the most
important social platform? Well at the end of the
day we know that attention is the most valuable
commodity that your church can possess, Facebook holds
more attention than any other platform. – Yeah, and you’ve said
it a few times today, but I think it’s important
just to reiterate one more time. It’s so important that
you value these things and prioritize these things in this order. Website, email, Facebook, in that order. And go deep and not wide. – We only have so much time, energy, and creative resources,
volunteer resources at our disposal as churches. And a lot of the times
we’re wearing so many different hats. So it’s incumbent upon us
to invest our energy into platforms that will deliver
the most ROI possible. And so it’s important for us
to make educated decisions, informed decisions, on
where we invest our energy, time, creativity, volunteers
because it is just so limited. I think in my experience
churches that excel in digital media do two things well. One is they make informed
decisions based on data, and two they try not to
over-extend themselves. You know, for most churches
Facebook’s probably the only social media platform
you need to invest in, and then once you’ve got that figured out, then take a step into Instagram. Like you said, deep not wide. Most ROI can be found when
you follow that strategy. – And most people in your
churches that are gonna be responsible for these things
are likely going to be volunteers. You know, most churches
are not mega churches, they’re small churches,
people just volunteering their time and their effort. So let’s just, like you
said, maximize the time that we have available and the
effort and really focus on these things. – At Pro Church Tools we
invest a ton of time into our website, Facebook, and email. But there is one more
platform, especially when it comes to 25 to 34 demographically
that’s huge for us and that is Instagram. I would put that probably
number four for a lot of churches. And we’d love to have you
join the @bradyshear following on Instagram. Why? Because throughout the
month of February we are doing a ton of giveaways,
giving away free stuff to the people of Pro Church Nation. But you’ve got to be following
my account on Instagram, @bradyshear. We’re getting close to the 10,000 mark. Why is that important? Well because at 10,000 if
you are a business account at Instagram you get the
swipe up feature in stories. – We’re trying to get that feature. – I cannot begin to tell you
how important this feature is to me. (laughter) So help us get there
@bradyshear on Instagram. Follow us and you can
be eligible for all the great stuff we’re giving
away throughout the month of February. Thanks for watching today’s
episode of Pro Church Daily, we’ll see you tomorrow. Hey thanks for watching today’s episode of Pro Church Daily. If you haven’t already,
subscribe to this channel and turn on notifications so
you never miss another one. – And if you like this video
it would mean the world to us if you give it a thumbs up. – Thanks for watching,
we’ll see you tomorrow.

9 thoughts on “How To Build A Church Communications Plan From Scratch | Pro Church Daily Ep. #031”

  1. Thank you for this video it was a a lot of help. I don’t know if this was for the question I messaged you the other day or not but it was helpful. I was surprised that email was number 2. How should I be using email affectively for church?

  2. Great tips for churches, but also great tips for businesses. I think building an e-mail list is something I’ve over looked that could be quite valuable.

  3. Where is the one where you talk about adding a numerical value to each promotional modality (for staff, so they don't bombard you)? Does that ring a bell?

  4. This video went really well with the why your church needs a communications director video! Thank you for your content! This is exactly what I'm passionate about too!!

  5. Hey Brady! Curious if these stats are still pretty true in 2019? We all know how quickly things are shifting, is this still the best strategy? We're working on getting a new communications plan written out this month!

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