The Biggest Marketing Mistakes Churches (or Businesses) Make and How to Fix Them

3 minute read

Marketing is a lot like dating; if you show up without a plan, say the wrong things, or give mixed signals, you're probably not getting a second chance. The same goes for how you communicate with your audience. Let’s talk about five common marketing mistakes that might be costing you customers and plans on how to fix them.

Mistake #1: No Clear Strategy

You need a strategy to guide your choices. With a set strategy you will make smart decisions that lead to positive outcomes. Without a strategy, every decision you make runs you into the potential of wasted time, money and effort.

Your fix: creating a marketing strategy. A marketing strategy should include clear goals and objectives, a well-defined target audience, a unique value proposition, and data-driven execution. Creating defined marketing strategies is one of our favorite things to do at Pen & Hall Consulting!

Mistake #2: Ignoring Audience Segmentation

You have to define who you want to reach and how you are going to talk to them uniquely. One-size-fits-all messaging doesn’t connect. This is also one of the reasons you’ll need a multi-channel marketing approach. I probably don’t need to tell you that Facebook isn’t going to sell to Gen Z and print ads may not even reach it to boomers these days.

Your fix: It works best to create audience profiles and then determine unique targeted messages for each of these groups. Try to keep it basic. You don’t talk to your mom the same way you talk to your daughter. So, keep that in mind when developing your messaging. You will be able to reach people in different groups, and sell to them successfully, if you are intentional with how to talk (AND LISTEN) to your audience.

Mistake #3: Inconsistent Branding & Messaging

When you aren’t clear with who you are and what you offer, people get confused and don’t always trust what you have to say. Even if you mean well, sometimes switching something just for the new flavor of the month can do the opposite of what you hope it will.

Your fix: Develop a strong brand voice and visual identity. What tone will you use to communicate who you are - this will speak a lot to your potential and future customers. It gives them an idea of what to expect when they decide to use or interact with your product and business. Also, make it easy for them to spot you from a mile away. Don’t be afraid to use a reflective vest - it makes you stand out from the crowd and a lot of times, if people can see you, they’ll use you because you’re the most convenient. 

**We don’t typically suggest using the neon of a reflective vest as one of your brand colors. Unless you’re a construction company, and in that case, use neon!

Mistake #4: Neglecting Digital Marketing and Website Presence

I shouldn’t have to say this, but you need to be online. I still run into businesses that don’t have a website. How is that even possible?!

Your fix: Make a good website that loads quickly. Make the website easy to navigate and use SEO (search engine optimization) for keywords that allow Google and other search engines to pinpoint that your website should be returned when potential customers are searching for answers. Please, please, please make sure your website works on mobile. Around 65% of people are going to look at your website on their phone!

Be sure to maximize your content by focusing on problems customers face and how you can help solve them. Social media is a great place to, well, be social! Interact with your customers and ask customers for reviews after they’ve used your service or product.

I don’t always write Google reviews, but I always trust them. I’m much more likely to go somewhere if it has good reviews. You might offer a raffle for a Starbucks gift card for customers who write reviews - offering a little something, gets people over the hump on deciding if they’ll write a review or not.

Mistake #5: Not Measuring Results

Have you ever done something just because it felt right? A lot of times you can trust your gut and come out ahead, but what about when you don’t know which way to go? Should you just guess and hope for the best? Let’s not. Using a little data to help you make a decision can go a long way.

Your fix: Pay attention to how people are interacting with your website and social media. Are there certain areas or pages on your website that people spend more time on? In the last two weeks which of your social media posts have done the best? Are there any that you thought would do well but they totally bombed? Make adjustments based upon what you are seeing. This process is actually called social listening. Social listening is the process of monitoring online conversations to understand what people are saying about your brand, industry, competitors, or relevant topics. When you make adjustments based upon what you learn from your customers, you are setting yourself up for future growth.

If you’ve read any of these and thought, “I’d like to do that, but I don’t have the time,” then we can help! Let’s chat. Send us an email and let us be your wingman, getting you a second date with your potential customers.