Stop Wasting Your Church’s Money On Facebook And Instagram Ads | Bart Blair

your landing page for your ads is as your landing page for your ads is as important if not more important than the important if not more important than the important if not more important than the ads themselves because by the time a ads themselves because by the time a ads themselves because by the time a person has clicked on that ad and they person has clicked on that ad and they person has clicked on that ad and they come to that landing page you need to be come to that landing page you need to be come to that landing page you need to be convincing them that you are a good fit convincing them that you are a good fit convincing them that you are a good fit for them and you can do that by a for them and you can do that by a for them and you can do that by a variety of ways number one answering the variety of ways number one answering the variety of ways number one answering the questions that you think that they might questions that you think that they might questions that you think that they might be asking and number two offering them be asking and number two offering them be asking and number two offering them something of value that will give them a something of value that will give them a something of value that will give them a reason to exchange their name and their reason to exchange their name and their reason to exchange their name and their email address so that you can begin email address so that you can begin email address so that you can begin nurturing a relationship with them nurturing a relationship with them nurturing a relationship with them online online online hey welcome to season three episode 33 hey welcome to season three episode 33 hey welcome to season three episode 33 of the missional marketing podcast my of the missional marketing podcast my of the missional marketing podcast my name is Bart Blair and it is my name is Bart Blair and it is my name is Bart Blair and it is my privilege to welcome you to another privilege to welcome you to another privilege to welcome you to another episode of our show our goal with this episode of our show our goal with this episode of our show our goal with this podcast is to help your church grow by podcast is to help your church grow by podcast is to help your church grow by leveraging digital marketing and leveraging digital marketing and leveraging digital marketing and effective Communications and we produce effective Communications and we produce effective Communications and we produce a podcast episode every week that will a podcast episode every week that will a podcast episode every week that will hopefully help you do just that we want hopefully help you do just that we want hopefully help you do just that we want to equip you as a church leader as a to equip you as a church leader as a to equip you as a church leader as a church volunteer as a church church volunteer as a church church volunteer as a church communications director Church communications director Church communications director Church Communications manager whatever your Communications manager whatever your Communications manager whatever your role is in your church if you have a role is in your church if you have a role is in your church if you have a responsibility of managing the responsibility of managing the responsibility of managing the communications and the marketing and the communications and the marketing and the communications and the marketing and the digital Outreach in your church we want digital Outreach in your church we want digital Outreach in your church we want to provide content for you that is to provide content for you that is to provide content for you that is really helpful and uh we'd love for you really helpful and uh we'd love for you really helpful and uh we'd love for you to subscribe wherever you're listening to subscribe wherever you're listening to subscribe wherever you're listening if you haven't yet subscribed on your if you haven't yet subscribed on your if you haven't yet subscribed on your favorite podcasting app or on our favorite podcasting app or on our favorite podcasting app or on our YouTube channel we want to encourage you YouTube channel we want to encourage you YouTube channel we want to encourage you to do that we have some outstanding to do that we have some outstanding to do that we have some outstanding guests coming up in the upcoming weeks guests coming up in the upcoming weeks guests coming up in the upcoming weeks after this podcast in fact uh three after this podcast in fact uh three after this podcast in fact uh three women that I would say are some of the women that I would say are some of the women that I would say are some of the top leaders in the church space we've top leaders in the church space we've top leaders in the church space we've got Katie Allred who is the founder of got Katie Allred who is the founder of got Katie Allred who is the founder of the church Communications Group and also the church Communications Group and also the church Communications Group and also an employee at meta we have Jenny catron an employee at meta we have Jenny catron an employee at meta we have Jenny catron and a holly Tate who are also very well and a holly Tate who are also very well and a holly Tate who are also very well known leaders in the local church

known leaders in the local church known leaders in the local church some great conversations coming up that some great conversations coming up that some great conversations coming up that we don't want you to miss as well as we don't want you to miss as well as we don't want you to miss as well as some other content related specifically some other content related specifically some other content related specifically to to church Communications that Jason to to church Communications that Jason to to church Communications that Jason Hamrock and I will be sharing with you Hamrock and I will be sharing with you Hamrock and I will be sharing with you so make sure that you subscribe so you so make sure that you subscribe so you so make sure that you subscribe so you don't miss any future episodes now I'm don't miss any future episodes now I'm don't miss any future episodes now I'm just going to tell you straight up that just going to tell you straight up that just going to tell you straight up that today's episode is one that is a little today's episode is one that is a little today's episode is one that is a little bit of a soap box for me um maybe I'd bit of a soap box for me um maybe I'd bit of a soap box for me um maybe I'd even go so far is to say that it is a even go so far is to say that it is a even go so far is to say that it is a bit of a rant I'm recording this podcast bit of a rant I'm recording this podcast bit of a rant I'm recording this podcast episode uh during the Easter season just episode uh during the Easter season just episode uh during the Easter season just a couple of weeks leading up to Easter a couple of weeks leading up to Easter a couple of weeks leading up to Easter of course you're listening to this in of course you're listening to this in of course you're listening to this in real time it's being released just a real time it's being released just a real time it's being released just a couple of weeks after Easter nonetheless couple of weeks after Easter nonetheless couple of weeks after Easter nonetheless I think that this content is going to be I think that this content is going to be I think that this content is going to be hopefully very helpful for you I've hopefully very helpful for you I've hopefully very helpful for you I've titled this week's podcast episode titled this week's podcast episode titled this week's podcast episode stop wasting your Church's money on stop wasting your Church's money on stop wasting your Church's money on Facebook and Instagram ads now if you're Facebook and Instagram ads now if you're Facebook and Instagram ads now if you're a regular listener or viewer of our a regular listener or viewer of our a regular listener or viewer of our podcast you know that Jason and I podcast you know that Jason and I podcast you know that Jason and I actually are really strong proponents of actually are really strong proponents of actually are really strong proponents of using Facebook and Instagram ads to using Facebook and Instagram ads to using Facebook and Instagram ads to reach more people in your community we reach more people in your community we reach more people in your community we love interruptive advertising love interruptive advertising love interruptive advertising interruptive advertising is called interruptive advertising is called interruptive advertising is called interruptive because you're interrupting interruptive because you're interrupting interruptive because you're interrupting people wherever they are doing their people wherever they are doing their people wherever they are doing their digital stuff so Facebook and Instagram digital stuff so Facebook and Instagram digital stuff so Facebook and Instagram they didn't come there for ads but they didn't come there for ads but they didn't come there for ads but you're interrupting them with ads or you're interrupting them with ads or you're interrupting them with ads or Google Display Network which pushes ads Google Display Network which pushes ads Google Display Network which pushes ads to websites or to apps that's to websites or to apps that's to websites or to apps that's interrupting people in whatever it is interrupting people in whatever it is interrupting people in whatever it is that they're doing online or YouTube that they're doing online or YouTube that they're doing online or YouTube maybe I was wanting to watch a YouTube maybe I was wanting to watch a YouTube maybe I was wanting to watch a YouTube about how to smoke a brisket but I'm about how to smoke a brisket but I'm about how to smoke a brisket but I'm going to watch an ad that comes up going to watch an ad that comes up going to watch an ad that comes up before the brisket smoking recipe video before the brisket smoking recipe video before the brisket smoking recipe video those are interruptive ads and we really

those are interruptive ads and we really those are interruptive ads and we really believe that there is a place for believe that there is a place for believe that there is a place for churches to use this type of advertising churches to use this type of advertising churches to use this type of advertising the problem is if you don't know what the problem is if you don't know what the problem is if you don't know what you're doing and you're not following you're doing and you're not following you're doing and you're not following best practices you are just simply best practices you are just simply best practices you are just simply wasting your Church's money and this was wasting your Church's money and this was wasting your Church's money and this was highlighted for me here during the highlighted for me here during the highlighted for me here during the Easter season because I although I don't Easter season because I although I don't Easter season because I although I don't spend a ton of time on social media I do spend a ton of time on social media I do spend a ton of time on social media I do scroll through my feed a couple of times scroll through my feed a couple of times scroll through my feed a couple of times each day for just a few minutes and I each day for just a few minutes and I each day for just a few minutes and I found myself seeing ads over and over found myself seeing ads over and over found myself seeing ads over and over again for churches promoting their again for churches promoting their again for churches promoting their Easter services and the same thing Easter services and the same thing Easter services and the same thing happens at Christmas and the same thing happens at Christmas and the same thing happens at Christmas and the same thing happens during fall harvest season the happens during fall harvest season the happens during fall harvest season the same thing happens over and over again I same thing happens over and over again I same thing happens over and over again I see churches running these Facebook and see churches running these Facebook and see churches running these Facebook and Instagram ads and I click on the ads and Instagram ads and I click on the ads and Instagram ads and I click on the ads and I'm going to explain to you a little bit I'm going to explain to you a little bit I'm going to explain to you a little bit more in just a few minutes why I do that more in just a few minutes why I do that more in just a few minutes why I do that in the end I find that this church in the end I find that this church in the end I find that this church whoever was responsible for the ads was whoever was responsible for the ads was whoever was responsible for the ads was missing a few key practices and missing a few key practices and missing a few key practices and ultimately really just wasting their ultimately really just wasting their ultimately really just wasting their money and if you're not going to run the money and if you're not going to run the money and if you're not going to run the ads properly ads properly ads properly I would say Don't run the ads at all now I would say Don't run the ads at all now I would say Don't run the ads at all now we are very careful about making sure we are very careful about making sure we are very careful about making sure that our podcast doesn't feel like just that our podcast doesn't feel like just that our podcast doesn't feel like just a commercial for the services that we a commercial for the services that we a commercial for the services that we provide that we offer to churches we do provide that we offer to churches we do provide that we offer to churches we do run interruptive ad campaigns Facebook run interruptive ad campaigns Facebook run interruptive ad campaigns Facebook and Instagram included for churches all and Instagram included for churches all and Instagram included for churches all around the country all year long we do a around the country all year long we do a around the country all year long we do a ton at Christmas and Easter and I'm just ton at Christmas and Easter and I'm just ton at Christmas and Easter and I'm just going to Simply say this if the things going to Simply say this if the things going to Simply say this if the things that I'm going to share with you today that I'm going to share with you today that I'm going to share with you today are things that you can't invest the are things that you can't invest the are things that you can't invest the time and the energy into getting better time and the energy into getting better time and the energy into getting better at but you still want to run the at but you still want to run the at but you still want to run the campaigns you should hire someone like campaigns you should hire someone like campaigns you should hire someone like missional marketing or someone else that missional marketing or someone else that missional marketing or someone else that knows how to do these things you should

knows how to do these things you should knows how to do these things you should you should pay for someone else to do it you should pay for someone else to do it you should pay for someone else to do it rather than doing it wrong and wasting rather than doing it wrong and wasting rather than doing it wrong and wasting your Church's money that's just your Church's money that's just your Church's money that's just something that none of us really want to something that none of us really want to something that none of us really want to do we're reminded every single day that do we're reminded every single day that do we're reminded every single day that as a company the money that churches pay as a company the money that churches pay as a company the money that churches pay to missional marketing to provide the to missional marketing to provide the to missional marketing to provide the services that we offer is money that's services that we offer is money that's services that we offer is money that's donated by somebody in some church the donated by somebody in some church the donated by somebody in some church the money that you are responsible for money that you are responsible for money that you are responsible for spending in your marketing and your spending in your marketing and your spending in your marketing and your digital Outreach initiatives is money digital Outreach initiatives is money digital Outreach initiatives is money that came from someone's hard-earned that came from someone's hard-earned that came from someone's hard-earned cash that they donated to your church cash that they donated to your church cash that they donated to your church we want to make sure that you're we want to make sure that you're we want to make sure that you're stewarding that money well so if you stewarding that money well so if you stewarding that money well so if you can't run Facebook and Instagram ads can't run Facebook and Instagram ads can't run Facebook and Instagram ads with the best practices and with the with the best practices and with the with the best practices and with the best plan if you don't really know what best plan if you don't really know what best plan if you don't really know what you're doing and you can't zero in on you're doing and you can't zero in on you're doing and you can't zero in on the best practices then either don't do the best practices then either don't do the best practices then either don't do it or hire someone who knows how to do it or hire someone who knows how to do it or hire someone who knows how to do it but maybe maybe the things that I'm it but maybe maybe the things that I'm it but maybe maybe the things that I'm going to share with you here today maybe going to share with you here today maybe going to share with you here today maybe they're things that you're already doing they're things that you're already doing they're things that you're already doing and if you're already doing it leave me and if you're already doing it leave me and if you're already doing it leave me a comment leave me a note let me know a comment leave me a note let me know a comment leave me a note let me know how it's going for you if you're not how it's going for you if you're not how it's going for you if you're not doing these three things doing these three things doing these three things um either learn how to do it or hire um either learn how to do it or hire um either learn how to do it or hire somebody who can do it for you okay I somebody who can do it for you okay I somebody who can do it for you okay I just this is my soapbox all right so I'm just this is my soapbox all right so I'm just this is my soapbox all right so I'm gonna get right down to it and I'm going gonna get right down to it and I'm going gonna get right down to it and I'm going to share with you three specific things to share with you three specific things to share with you three specific things today that if you are not following the today that if you are not following the today that if you are not following the best practices in these areas you are best practices in these areas you are best practices in these areas you are simply wasting your money running simply wasting your money running simply wasting your money running Facebook and Instagram ads the first one Facebook and Instagram ads the first one Facebook and Instagram ads the first one is this number one you're wasting your is this number one you're wasting your is this number one you're wasting your Church's money if you don't build the Church's money if you don't build the Church's money if you don't build the proper audience for your ads proper audience for your ads proper audience for your ads one of the beautiful things about using one of the beautiful things about using one of the beautiful things about using Facebook and Instagram or any type of Facebook and Instagram or any type of Facebook and Instagram or any type of interruptive advertising platforms is interruptive advertising platforms is interruptive advertising platforms is that you can dial in who you want to

that you can dial in who you want to that you can dial in who you want to actually see your ads which means also actually see your ads which means also actually see your ads which means also excluding people that you don't want to excluding people that you don't want to excluding people that you don't want to see your ads now the reason this is such see your ads now the reason this is such see your ads now the reason this is such a hot topic for me the reason it's a hot topic for me the reason it's a hot topic for me the reason it's number one on this list is that I can number one on this list is that I can number one on this list is that I can tell you that over the course of the tell you that over the course of the tell you that over the course of the last couple of weeks leading up to last couple of weeks leading up to last couple of weeks leading up to Easter Sunday I have clicked on probably Easter Sunday I have clicked on probably Easter Sunday I have clicked on probably about half a dozen or more Church ads about half a dozen or more Church ads about half a dozen or more Church ads for churches that I'm never going to for churches that I'm never going to for churches that I'm never going to attend and I'll tell you why I'm never attend and I'll tell you why I'm never attend and I'll tell you why I'm never going to attend them because I live in going to attend them because I live in going to attend them because I live in the Dallas Fort Worth area and these the Dallas Fort Worth area and these the Dallas Fort Worth area and these churches are anywhere from 400 to a churches are anywhere from 400 to a churches are anywhere from 400 to a thousand miles away from me now why am I thousand miles away from me now why am I thousand miles away from me now why am I clicking on the ads well I live in the clicking on the ads well I live in the clicking on the ads well I live in the Dallas Fort Worth area I'm a church Dallas Fort Worth area I'm a church Dallas Fort Worth area I'm a church planter and of course I work with planter and of course I work with planter and of course I work with churches all the time and I will see ads churches all the time and I will see ads churches all the time and I will see ads come up on my social media feed and I'm come up on my social media feed and I'm come up on my social media feed and I'm like I've never heard of this church like I've never heard of this church like I've never heard of this church before I wonder if it's somewhere near before I wonder if it's somewhere near before I wonder if it's somewhere near me is it a new church in my area like me is it a new church in my area like me is it a new church in my area like who is this church and so I click on the who is this church and so I click on the who is this church and so I click on the ad just to figure out who the church is ad just to figure out who the church is ad just to figure out who the church is and then I look at it this church is in and then I look at it this church is in and then I look at it this church is in Washington state or this church is in Washington state or this church is in Washington state or this church is in Atlanta Georgia or this church is in Atlanta Georgia or this church is in Atlanta Georgia or this church is in Raleigh North Carolina Raleigh North Carolina Raleigh North Carolina and the ad is inviting me to come to and the ad is inviting me to come to and the ad is inviting me to come to their worship services on Easter Sunday their worship services on Easter Sunday their worship services on Easter Sunday whoever built the ad campaign clearly whoever built the ad campaign clearly whoever built the ad campaign clearly did not geo-target a Target area that did not geo-target a Target area that did not geo-target a Target area that they were trying to reach for their they were trying to reach for their they were trying to reach for their Easter services now it's possible that Easter services now it's possible that Easter services now it's possible that maybe maybe you want to Target the maybe maybe you want to Target the maybe maybe you want to Target the entire United States if you want to entire United States if you want to entire United States if you want to build a really big online audience for build a really big online audience for build a really big online audience for your worship services or your events or your worship services or your events or your worship services or your events or your activities or whatever it is that your activities or whatever it is that your activities or whatever it is that you're promoting on Facebook and you're promoting on Facebook and you're promoting on Facebook and Instagram but in every single case the Instagram but in every single case the Instagram but in every single case the ad that I clicked on wasn't ended up ad that I clicked on wasn't ended up ad that I clicked on wasn't ended up taking me to an invitation to show up on

taking me to an invitation to show up on taking me to an invitation to show up on Easter Sunday or the Saturday before Easter Sunday or the Saturday before Easter Sunday or the Saturday before Easter if they happen to be offering Easter if they happen to be offering Easter if they happen to be offering services on the Saturday before the services on the Saturday before the services on the Saturday before the Resurrection Sunday Resurrection Sunday Resurrection Sunday there's no way there's no way that I'm there's no way there's no way that I'm there's no way there's no way that I'm going to drive 400 or 900 or 1200 miles going to drive 400 or 900 or 1200 miles going to drive 400 or 900 or 1200 miles to Raleigh North Carolina or you know to Raleigh North Carolina or you know to Raleigh North Carolina or you know Portland Oregon to go to a worship Portland Oregon to go to a worship Portland Oregon to go to a worship service on Easter Sunday so why is that service on Easter Sunday so why is that service on Easter Sunday so why is that church advertising to me in the Dallas church advertising to me in the Dallas church advertising to me in the Dallas Fort Worth area that's because whoever Fort Worth area that's because whoever Fort Worth area that's because whoever built the ad campaign did not set proper built the ad campaign did not set proper built the ad campaign did not set proper geo-targeting two things that you need geo-targeting two things that you need geo-targeting two things that you need to note when you're building your to note when you're building your to note when you're building your audience in Facebook or maybe there's audience in Facebook or maybe there's audience in Facebook or maybe there's three things one thing is for sure if three things one thing is for sure if three things one thing is for sure if your goal is to get people through the your goal is to get people through the your goal is to get people through the doors on Sunday morning you need to doors on Sunday morning you need to doors on Sunday morning you need to determine in advance how far people in determine in advance how far people in determine in advance how far people in your community are willing to drive to your community are willing to drive to your community are willing to drive to actually attend church now in the area actually attend church now in the area actually attend church now in the area where I live Christian people church where I live Christian people church where I live Christian people church people oftentimes will be willing to people oftentimes will be willing to people oftentimes will be willing to drive anywhere from 30 minutes to an drive anywhere from 30 minutes to an drive anywhere from 30 minutes to an hour to go and attend a church service hour to go and attend a church service hour to go and attend a church service especially if the church has a especially if the church has a especially if the church has a well-known Pastor you know here in the well-known Pastor you know here in the well-known Pastor you know here in the Dallas area we have people like TD Jakes Dallas area we have people like TD Jakes Dallas area we have people like TD Jakes and Chuck Swindoll and other big name and Chuck Swindoll and other big name and Chuck Swindoll and other big name pastors and a lot of people will drive pastors and a lot of people will drive pastors and a lot of people will drive 30 minutes to an hour to go actually to 30 minutes to an hour to go actually to 30 minutes to an hour to go actually to a church service to hear those people a church service to hear those people a church service to hear those people preach live but for the most part that's preach live but for the most part that's preach live but for the most part that's probably not your church so you need to probably not your church so you need to probably not your church so you need to recognize that there is going to be a recognize that there is going to be a recognize that there is going to be a geographic limit to how far people are geographic limit to how far people are geographic limit to how far people are willing to drive but let's take it a willing to drive but let's take it a willing to drive but let's take it a step further step further step further are we really trying to reach Church to are we really trying to reach Church to are we really trying to reach Church to people and Christian people are we people and Christian people are we people and Christian people are we trying to reach unchurched deturched and trying to reach unchurched deturched and trying to reach unchurched deturched and churchless people churchless people churchless people if we're trying to reach d-churched if we're trying to reach d-churched if we're trying to reach d-churched unchurched and churchless people there's unchurched and churchless people there's unchurched and churchless people there's probably even a shorter distance that probably even a shorter distance that probably even a shorter distance that they'd be willing to drive 12 miles 15

they'd be willing to drive 12 miles 15 they'd be willing to drive 12 miles 15 miles 20 minutes 15 minutes I'd say miles 20 minutes 15 minutes I'd say miles 20 minutes 15 minutes I'd say that's pushing it if you're more than 15 that's pushing it if you're more than 15 that's pushing it if you're more than 15 minutes you're probably too too far away minutes you're probably too too far away minutes you're probably too too far away for a person to drive to church if for a person to drive to church if for a person to drive to church if they're not a regular Church goer or they're not a regular Church goer or they're not a regular Church goer or regular Church tender the only thing regular Church tender the only thing regular Church tender the only thing that might change that would be if they that might change that would be if they that might change that would be if they get a personal invitation from a friend get a personal invitation from a friend get a personal invitation from a friend someone that they already know like and someone that they already know like and someone that they already know like and Trust who invites them to church maybe Trust who invites them to church maybe Trust who invites them to church maybe they're outside of that zone and they're they're outside of that zone and they're they're outside of that zone and they're willing to do that but to respond to an willing to do that but to respond to an willing to do that but to respond to an ad and to be more than 15 or 17 minutes ad and to be more than 15 or 17 minutes ad and to be more than 15 or 17 minutes away from your location is probably too away from your location is probably too away from your location is probably too far so when you're building your ad far so when you're building your ad far so when you're building your ad campaigns you need to decide what that campaigns you need to decide what that campaigns you need to decide what that Geo Target is in some cases it might not Geo Target is in some cases it might not Geo Target is in some cases it might not even be a radius around your church even be a radius around your church even be a radius around your church building it might be another part of building it might be another part of building it might be another part of your city but perhaps it's a zip code your city but perhaps it's a zip code your city but perhaps it's a zip code Perhaps it is your entire city Perhaps Perhaps it is your entire city Perhaps Perhaps it is your entire city Perhaps it is a 12 to 15 mile radius around your it is a 12 to 15 mile radius around your it is a 12 to 15 mile radius around your campus you need to decide that in campus you need to decide that in campus you need to decide that in advance a couple of other things that advance a couple of other things that advance a couple of other things that you need to consider are whether or not you need to consider are whether or not you need to consider are whether or not you want to exclude people or include you want to exclude people or include you want to exclude people or include certain demographics for seeing your ads certain demographics for seeing your ads certain demographics for seeing your ads in some cases we will run ads and we in some cases we will run ads and we in some cases we will run ads and we will exclude the people who actually will exclude the people who actually will exclude the people who actually follow the church's social accounts why follow the church's social accounts why follow the church's social accounts why do we do that well because we assume do we do that well because we assume do we do that well because we assume that they already have a relatively that they already have a relatively that they already have a relatively robust marketing plan to Market to their robust marketing plan to Market to their robust marketing plan to Market to their ring one audience ring one people are ring one audience ring one people are ring one audience ring one people are people who are already connected to the people who are already connected to the people who are already connected to the church so they're already following us church so they're already following us church so they're already following us on social so we can post organically we on social so we can post organically we on social so we can post organically we have their email addresses so we are have their email addresses so we are have their email addresses so we are email marketing to them invitations to email marketing to them invitations to email marketing to them invitations to Easter we might even be mailing a letter Easter we might even be mailing a letter Easter we might even be mailing a letter invitation to those people whose invitation to those people whose invitation to those people whose addresses are in our database and so addresses are in our database and so addresses are in our database and so we'll exclude those people from our we'll exclude those people from our we'll exclude those people from our digital marketing you might want to do digital marketing you might want to do digital marketing you might want to do that for the most part missional that for the most part missional that for the most part missional marketing we tend to not dial down the

marketing we tend to not dial down the marketing we tend to not dial down the demographics too specifically we tend to demographics too specifically we tend to demographics too specifically we tend to let people self-select but one thing let people self-select but one thing let people self-select but one thing that we always do is we always set a that we always do is we always set a that we always do is we always set a geo-targeted area that we're trying to geo-targeted area that we're trying to geo-targeted area that we're trying to Market to because we really want to be Market to because we really want to be Market to because we really want to be marketing to people for which there is a marketing to people for which there is a marketing to people for which there is a realistic chance that they can actually realistic chance that they can actually realistic chance that they can actually walk through our doors on Sunday morning walk through our doors on Sunday morning walk through our doors on Sunday morning so that's the first point that I want to so that's the first point that I want to so that's the first point that I want to make and if you don't take anything else make and if you don't take anything else make and if you don't take anything else away from the rest of what I say here away from the rest of what I say here away from the rest of what I say here take this one to heart you're wasting take this one to heart you're wasting take this one to heart you're wasting your Church's money if you don't build your Church's money if you don't build your Church's money if you don't build the proper audience for your ads the proper audience for your ads the proper audience for your ads and this brings me to point number two and this brings me to point number two and this brings me to point number two you're wasting your Church's money if you're wasting your Church's money if you're wasting your Church's money if you don't spend as much time working on you don't spend as much time working on you don't spend as much time working on your landing page as you do the ads your landing page as you do the ads your landing page as you do the ads themselves now what's a landing page the themselves now what's a landing page the themselves now what's a landing page the landing page is the page on your website landing page is the page on your website landing page is the page on your website where when people click the ad they are where when people click the ad they are where when people click the ad they are redirected to find more information redirected to find more information redirected to find more information that's related to the ad so let's use an that's related to the ad so let's use an that's related to the ad so let's use an Easter ad again as an example I see the Easter ad again as an example I see the Easter ad again as an example I see the Easter ad I click the Easter ad it Easter ad I click the Easter ad it Easter ad I click the Easter ad it redirects me to a page on your website redirects me to a page on your website redirects me to a page on your website that has information about your Easter that has information about your Easter that has information about your Easter services now the typical default is services now the typical default is services now the typical default is we'll put our Easter Graphics or our we'll put our Easter Graphics or our we'll put our Easter Graphics or our Christmas graphics or our event graphics Christmas graphics or our event graphics Christmas graphics or our event graphics on that page and the time and the on that page and the time and the on that page and the time and the location and that's pretty much it location and that's pretty much it location and that's pretty much it now let me ask you a question now let me ask you a question now let me ask you a question what are the questions that the people what are the questions that the people what are the questions that the people in your community especially the in your community especially the in your community especially the unchurched the d-churched and the church unchurched the d-churched and the church unchurched the d-churched and the church list are going to be asking when they list are going to be asking when they list are going to be asking when they come to that page well they might be come to that page well they might be come to that page well they might be asking questions like where do I park uh asking questions like where do I park uh asking questions like where do I park uh what do you have for my kids how should what do you have for my kids how should what do you have for my kids how should I dress I dress I dress how long should I expect the service to how long should I expect the service to how long should I expect the service to be be be um are you going to be asking me for

um are you going to be asking me for um are you going to be asking me for money or a donation like I don't know I money or a donation like I don't know I money or a donation like I don't know I don't know what the people in your don't know what the people in your don't know what the people in your community who are not churched would be community who are not churched would be community who are not churched would be asking but I would say that your landing asking but I would say that your landing asking but I would say that your landing page needs to address those questions page needs to address those questions page needs to address those questions you need to do everything that you can you need to do everything that you can you need to do everything that you can to lower any prohibitors that will to lower any prohibitors that will to lower any prohibitors that will prevent people from actually showing up prevent people from actually showing up prevent people from actually showing up to your church service or to the event to your church service or to the event to your church service or to the event that you're putting on make sure that that you're putting on make sure that that you're putting on make sure that you're addressing all of those questions you're addressing all of those questions you're addressing all of those questions on that landing page here's another on that landing page here's another on that landing page here's another thing that you really ought to do you thing that you really ought to do you thing that you really ought to do you hear us talk about this at missional hear us talk about this at missional hear us talk about this at missional marketing all the time and that is you marketing all the time and that is you marketing all the time and that is you should probably have some kind of lead should probably have some kind of lead should probably have some kind of lead generator on that page what's a lead generator on that page what's a lead generator on that page what's a lead generator a lead generator is some type generator a lead generator is some type generator a lead generator is some type of piece of content that is behind a of piece of content that is behind a of piece of content that is behind a gate that requires a name and an email gate that requires a name and an email gate that requires a name and an email address to access let me give you some address to access let me give you some address to access let me give you some examples if you come into a Christmas examples if you come into a Christmas examples if you come into a Christmas page that clicked on your Christmas ad I page that clicked on your Christmas ad I page that clicked on your Christmas ad I come to your Christmas page I see when come to your Christmas page I see when come to your Christmas page I see when the service times are what the location the service times are what the location the service times are what the location is maybe a few of my questions are are is maybe a few of my questions are are is maybe a few of my questions are are answered with the content that you've answered with the content that you've answered with the content that you've created on that page if you've made it created on that page if you've made it created on that page if you've made it easy for me to figure out where I need easy for me to figure out where I need easy for me to figure out where I need to go and what do I need what do I what to go and what do I need what do I what to go and what do I need what do I what do what I need to do when I get there do what I need to do when I get there do what I need to do when I get there but what if you added another piece of but what if you added another piece of but what if you added another piece of content such as hey here's a Christmas content such as hey here's a Christmas content such as hey here's a Christmas week devotional set that you can do with week devotional set that you can do with week devotional set that you can do with your family or here's an ebook from a your family or here's an ebook from a your family or here's an ebook from a previous sermon that your pastor previous sermon that your pastor previous sermon that your pastor preached at Christmas a year ago or preached at Christmas a year ago or preached at Christmas a year ago or perhaps hey here's an activity kit for perhaps hey here's an activity kit for perhaps hey here's an activity kit for your family with some crafts and some your family with some crafts and some your family with some crafts and some recipes and some things that you can do recipes and some things that you can do recipes and some things that you can do as a family at Christmas time create as a family at Christmas time create as a family at Christmas time create something that adds value that gives something that adds value that gives something that adds value that gives that person an opportunity to exchange that person an opportunity to exchange that person an opportunity to exchange their name and their email address with their name and their email address with their name and their email address with you for something that you're offering

you for something that you're offering you for something that you're offering to them why would you do that well you to them why would you do that well you to them why would you do that well you do it for the same reason that when new do it for the same reason that when new do it for the same reason that when new people show up to your church service on people show up to your church service on people show up to your church service on Sunday morning you stand on the platform Sunday morning you stand on the platform Sunday morning you stand on the platform and you say we would love for you to and you say we would love for you to and you say we would love for you to fill out our connection card or stop by fill out our connection card or stop by fill out our connection card or stop by our information center and we have a our information center and we have a our information center and we have a gift for you you just have to click on gift for you you just have to click on gift for you you just have to click on this QR code and fill out our digital this QR code and fill out our digital this QR code and fill out our digital I'm new card whatever it is whatever you I'm new card whatever it is whatever you I'm new card whatever it is whatever you call it you don't want people to escape call it you don't want people to escape call it you don't want people to escape Escape maybe that's not the right word Escape maybe that's not the right word Escape maybe that's not the right word you don't want people to leave the you don't want people to leave the you don't want people to leave the experience that you've created for them experience that you've created for them experience that you've created for them without them giving you their contact without them giving you their contact without them giving you their contact information why because you want to information why because you want to information why because you want to nurture a relationship with them you nurture a relationship with them you nurture a relationship with them you want to help them figure out what their want to help them figure out what their want to help them figure out what their next steps are in your community why next steps are in your community why next steps are in your community why wouldn't you do the same thing on your wouldn't you do the same thing on your wouldn't you do the same thing on your Church website especially if you're Church website especially if you're Church website especially if you're spending money to get clicks from ads to spending money to get clicks from ads to spending money to get clicks from ads to that landing page why wouldn't you that landing page why wouldn't you that landing page why wouldn't you create an opportunity for people to create an opportunity for people to create an opportunity for people to raise their hand and say this is who I raise their hand and say this is who I raise their hand and say this is who I am and you get the opportunity albeit am and you get the opportunity albeit am and you get the opportunity albeit digitally to start nurturing a digitally to start nurturing a digitally to start nurturing a relationship with them to help them move relationship with them to help them move relationship with them to help them move along to their next steps along to their next steps along to their next steps your landing page for your ads is as your landing page for your ads is as your landing page for your ads is as important if not more important than the important if not more important than the important if not more important than the ads themselves because by the time a ads themselves because by the time a ads themselves because by the time a person has clicked on that ad and they person has clicked on that ad and they person has clicked on that ad and they come to that landing page you need to be come to that landing page you need to be come to that landing page you need to be convincing them that you are a good fit convincing them that you are a good fit convincing them that you are a good fit for them and you can do that by a for them and you can do that by a for them and you can do that by a variety of ways number one answering the variety of ways number one answering the variety of ways number one answering the questions that you think that they might questions that you think that they might questions that you think that they might be asking and number two offering them be asking and number two offering them be asking and number two offering them something of value that will give them a something of value that will give them a something of value that will give them a reason to exchange their name and their reason to exchange their name and their reason to exchange their name and their email address so that you can begin email address so that you can begin email address so that you can begin nurturing a relationship with them nurturing a relationship with them nurturing a relationship with them online online online and this brings me to my third and my

and this brings me to my third and my and this brings me to my third and my final Point you're wasting your Church's final Point you're wasting your Church's final Point you're wasting your Church's money if you don't consider your target money if you don't consider your target money if you don't consider your target audience when you choose your images and audience when you choose your images and audience when you choose your images and you write your ad copy now more often you write your ad copy now more often you write your ad copy now more often than not I see churches default to using than not I see churches default to using than not I see churches default to using photos from their worship experience in photos from their worship experience in photos from their worship experience in their ads they show pictures of their their ads they show pictures of their their ads they show pictures of their worship band they show pictures of worship band they show pictures of worship band they show pictures of people standing in the congregation people standing in the congregation people standing in the congregation under the cool lights with the fog under the cool lights with the fog under the cool lights with the fog machine and their eyes closed and their machine and their eyes closed and their machine and their eyes closed and their hands raised they might even use photos hands raised they might even use photos hands raised they might even use photos images of their pastor preaching and for images of their pastor preaching and for images of their pastor preaching and for church people all of those images make church people all of those images make church people all of those images make sense for the people in your church they sense for the people in your church they sense for the people in your church they make sense for people who don't attend make sense for people who don't attend make sense for people who don't attend your church but maybe attend another your church but maybe attend another your church but maybe attend another church they can contextualize those and church they can contextualize those and church they can contextualize those and it makes sense but do those photos it makes sense but do those photos it makes sense but do those photos really make sense and resonate with the really make sense and resonate with the really make sense and resonate with the unchurched church and churchless people unchurched church and churchless people unchurched church and churchless people in your community because ultimately in your community because ultimately in your community because ultimately that's who you're trying to reach right that's who you're trying to reach right that's who you're trying to reach right you're not trying to reach people who you're not trying to reach people who you're not trying to reach people who attend other churches you're trying to attend other churches you're trying to attend other churches you're trying to reach people in your community who for reach people in your community who for reach people in your community who for whatever reason have not yet connected whatever reason have not yet connected whatever reason have not yet connected with a church people who don't know with a church people who don't know with a church people who don't know Jesus you want those people to come Jesus you want those people to come Jesus you want those people to come through your front doors and what through your front doors and what through your front doors and what resonates with those people well those resonates with those people well those resonates with those people well those people want to know what the people in people want to know what the people in people want to know what the people in the church look like they want to know the church look like they want to know the church look like they want to know what the community experience looks like what the community experience looks like what the community experience looks like they want to know that they will fit in they want to know that they will fit in they want to know that they will fit in they want to know the that you care they want to know the that you care they want to know the that you care about them as a family and you care about them as a family and you care about them as a family and you care about their kids and you have about their kids and you have about their kids and you have age-appropriate things for everybody in age-appropriate things for everybody in age-appropriate things for everybody in their family and so use images that their family and so use images that their family and so use images that really communicate the ethos and the really communicate the ethos and the really communicate the ethos and the culture of your church not just the culture of your church not just the culture of your church not just the experience that you're trying to invite experience that you're trying to invite experience that you're trying to invite them to here's another thing when it them to here's another thing when it them to here's another thing when it comes to writing your ad copy I told you comes to writing your ad copy I told you comes to writing your ad copy I told you I was going to get on a soapbox and I was going to get on a soapbox and I was going to get on a soapbox and here's oh I'm on this soapbox okay you

here's oh I'm on this soapbox okay you here's oh I'm on this soapbox okay you ready when you're writing your ad copy ready when you're writing your ad copy ready when you're writing your ad copy don't invite people to worship with you don't invite people to worship with you don't invite people to worship with you why well because Christian people why well because Christian people why well because Christian people worship and you're not inviting worship and you're not inviting worship and you're not inviting Christian people right Jewish people Christian people right Jewish people Christian people right Jewish people seek people people who follow Islam they seek people people who follow Islam they seek people people who follow Islam they all worship but they're not likely to all worship but they're not likely to all worship but they're not likely to come and worship god with you on a come and worship god with you on a come and worship god with you on a Sunday the unchurched churchless people Sunday the unchurched churchless people Sunday the unchurched churchless people they're not looking for a place to they're not looking for a place to they're not looking for a place to worship they again are looking for a worship they again are looking for a worship they again are looking for a place to connect a place to grow a place place to connect a place to grow a place place to connect a place to grow a place to find purpose in their life a place to find purpose in their life a place to find purpose in their life a place for their family they're not looking for for their family they're not looking for for their family they're not looking for a place to worship so invite them to a place to worship so invite them to a place to worship so invite them to come do what it is that they're looking come do what it is that they're looking come do what it is that they're looking to find a place to do they're looking to find a place to do they're looking to find a place to do they're looking for a place to connect to find family to for a place to connect to find family to for a place to connect to find family to find Community to raise better kids to find Community to raise better kids to find Community to raise better kids to have a stronger marriage invite them to have a stronger marriage invite them to have a stronger marriage invite them to explore invite them to celebrate but explore invite them to celebrate but explore invite them to celebrate but don't invite them to worship that's just don't invite them to worship that's just don't invite them to worship that's just church language and you're only going to church language and you're only going to church language and you're only going to attract church people if you use Church attract church people if you use Church attract church people if you use Church language okay I've said enough on that I language okay I've said enough on that I language okay I've said enough on that I actually had some other examples and actually had some other examples and actually had some other examples and some other things that I was going to some other things that I was going to some other things that I was going to share but I'm going to stop there share but I'm going to stop there share but I'm going to stop there because I appreciate the fact that because I appreciate the fact that because I appreciate the fact that you've stuck through this podcast you've stuck through this podcast you've stuck through this podcast episode with me and hopefully you're episode with me and hopefully you're episode with me and hopefully you're still my friend three things you got to still my friend three things you got to still my friend three things you got to make sure that you are doing otherwise make sure that you are doing otherwise make sure that you are doing otherwise you are wasting your Church's money you are wasting your Church's money you are wasting your Church's money running Facebook and Instagram ads running Facebook and Instagram ads running Facebook and Instagram ads number one build an audience that you number one build an audience that you number one build an audience that you can actually reach geo-targeted and can actually reach geo-targeted and can actually reach geo-targeted and demographically people who will actually demographically people who will actually demographically people who will actually be able to attend your church be able to attend your church be able to attend your church secondly focus on building an awesome secondly focus on building an awesome secondly focus on building an awesome landing page and use a lead generator landing page and use a lead generator landing page and use a lead generator whenever possible and number three whenever possible and number three whenever possible and number three select images and write copy that are

select images and write copy that are select images and write copy that are going to connect with the people that going to connect with the people that going to connect with the people that you're ultimately trying to reach don't you're ultimately trying to reach don't you're ultimately trying to reach don't favor what you favor favor what they favor what you favor favor what they favor what you favor favor what they favor so that you can get those clicks favor so that you can get those clicks favor so that you can get those clicks so that you can get them to your landing so that you can get them to your landing so that you can get them to your landing page so that you can start a page so that you can start a page so that you can start a relationship with them nurture them to relationship with them nurture them to relationship with them nurture them to connect with your community so that connect with your community so that connect with your community so that ultimately we can connect them to their ultimately we can connect them to their ultimately we can connect them to their Savior Jesus Christ thanks again for Savior Jesus Christ thanks again for Savior Jesus Christ thanks again for hanging out thanks for listening to our hanging out thanks for listening to our hanging out thanks for listening to our podcast again it means the world to us podcast again it means the world to us podcast again it means the world to us that you would let us invade your that you would let us invade your that you would let us invade your airpods or your car stereo or whatever airpods or your car stereo or whatever airpods or your car stereo or whatever it is wherever it is that you listen it is wherever it is that you listen it is wherever it is that you listen means the world to us and if there's means the world to us and if there's means the world to us and if there's anything that Jason or I can do for you anything that Jason or I can do for you anything that Jason or I can do for you personally if you want to talk about any personally if you want to talk about any personally if you want to talk about any of these things or anything else related of these things or anything else related of these things or anything else related to marketing or Communications click to marketing or Communications click to marketing or Communications click over to our website over to our website over to our website missionarmarketing.com and you can missionarmarketing.com and you can missionarmarketing.com and you can schedule an appointment to meet with one schedule an appointment to meet with one schedule an appointment to meet with one of us or one of our capable teammates of us or one of our capable teammates of us or one of our capable teammates again thanks for tuning in to this again thanks for tuning in to this again thanks for tuning in to this week's episode God bless week's episode God bless week's episode God bless foreign