What is the Marketing Funnel, and How Can the Church Benefit from it?
The marketing funnel is an excellent way to understand how people go from knowing nothing about a product or service to becoming a customer. For the church, it helps us understand how someone goes from being a stranger to Jesus to become a follower of Him!
The funnel has four parts: Awareness, Interest, Desire, and Action. Each part is like a step in a staircase, and our goal is to help people climb up that staircase and get closer to Jesus.
Here’s how the church can benefit from using the marketing funnel:
- It helps us understand where people are in their spiritual journey
- We can give them the right resources and support to help them move forward
- We can measure how effective our outreach is and make improvements
- And most importantly, it helps us share the gospel with people and help them grow as followers of Jesus!
So, if you want to help people know and follow Jesus better, using the marketing funnel is a fantastic way to do it!
What are the different stages of the marketing funnel?
The marketing funnel is divided into four main different stages. Some more modern variations of the funnel have more than four stages, but all follow the same concept.
Here are the four stages of the marketing funnel.
The awareness stage is the first step in the marketing funnel, where the church seeks recognition and familiarity among potential members. The goal is to reach a broad audience and make them aware of the church’s existence, mission, and offerings.
|Social Media||Using platforms such as Facebook, Instagram, and Twitter to reach a large audience and create visibility for the church.||Posting updates about events, sermons, and community activities, using relevant hashtags to increase visibility.|
|Local Advertisements||Running advertisements in local newspapers, radio stations, or community bulletins to reach the community and make them aware of the church’s presence.||An advertisement in the local newspaper promoting the church’s Easter service.|
|Community Events||Participating in and sponsoring local events to create awareness about the church and connect with the community.||Hosting a booth at the local fair to offer information about the church and its mission.|
|Word of Mouth||Encouraging members to share information about the church with friends and family to increase its visibility and reach a wider audience.||Ask members to invite friends and family to a particular service or event.|
Things not to do during the Awareness stage:
- Ignoring the importance of creating a professional and polished online presence. This can include having an outdated website or social media pages that are not actively managed.
- Being too pushy or aggressive with advertisements. This can turn off potential members and damage the church’s reputation.
The interest stage is where the church seeks to generate curiosity and interest among potential members by offering relevant and valuable content. The goal is to attract a targeted audience and engage them with the church’s offerings and mission.
|Content Marketing||Creating and sharing valuable content such as blog posts, newsletters, and sermons online to engage potential members and generate interest in the church.||A blog post on the church’s website about the meaning and significance of Ash Wednesday.|
|Online Presence||Establishing an active and engaging online presence through social media, a website, and email marketing to reach a targeted audience and provide them with relevant information about the church.||An email newsletter highlighting upcoming events and activities, including links to register and get more information.|
Things not to do during the Interest stage:
- Neglecting the importance of providing valuable and relevant content. This can result in potential members losing interest and not engaging with the church.
- Ignoring the online presence and failing to provide a positive and user-friendly experience. This can make it difficult for potential members to find information and engage with the church.
The desire stage is where the church seeks to build enthusiasm and desire for its offerings by promoting the benefits and value of its programs and services. The goal is to create a sense of need and urgency among potential members and encourage them to take action.
|Targeted Communications||Sending targeted communications to potential members promotes the church’s offerings and creates excitement and anticipation.||An email blast to families with young children promoting the church’s upcoming Vacation Bible School program.|
|Event Promotions||Promoting events and activities through various channels increases attendance and creates a sense of community.||Social media posts and emails promoting the church’s annual picnic and inviting members to bring friends and family.|
Things not to do during the Desire stage:
- Being too aggressive or pushy in communications and promotions. This can turn off potential members and damage the church’s reputation.
- Neglecting the importance of providing information about the benefits and value of the church’s offerings. This can lead to a lack of excitement and enthusiasm among potential members.
The action stage is where the church seeks to convert potential members into active participants by providing clear and easy ways to get involved. The goal is to make it simple and straightforward for potential members to take the next step and become active church members.
|Clear Calls to Action||Providing clear and compelling calls to action on all communications and promotions encourages potential members to take action and get involved.||A button on the church’s website inviting visitors to sign up for a small group or volunteer opportunity.|
|Easy-to-Access Information||Ensure all information about getting involved and becoming a member is easily accessible and straightforward.||A page on the church’s website dedicated to membership, with clear instructions and a form to fill out to get started.|
Things not to do during the Action stage:
- Not providing straightforward ways for potential members to get involved. This can result in a lack of action and missed opportunities to convert potential members into active participants.
- Not making sure all information is up to date and accessible. This can make it difficult for potential members to find the necessary information and take action.
How Jesus used the marketing funnel in His ministry
Jesus was the ultimate master of the marketing funnel! He knew how to reach people and help them become followers of Him. Let’s see how He did it!
Awareness: Jesus was all about getting the word out about His message. He traveled to different towns, spoke in synagogues, and even performed miracles to get people’s attention. People were talking about Him everywhere! He made sure people knew about Him and what He had to say.
Interest: Once He got people’s attention, Jesus started to build their interest in Him. He answered their questions, taught them about the kingdom of God, and showed them how much He cared about them. People were starting to think, “Hey, this guy might be worth checking out!”
Desire: As people learned more about Jesus, they started to develop a desire to follow Him. They saw how He was changing people’s lives and how He was different from anyone else they had ever met. They wanted to be a part of what He was doing!
Action: Finally, people started to take action and become followers of Jesus. They left everything behind to be with Him and learn from Him. They became part of His community and started sharing His message with others.
Jesus was the ultimate marketing funnel master! He knew how to reach people, build their interest, and get them to take action. And, the best part? He did it all with love and compassion, always putting people’s needs first. That’s why so many people were drawn to Him and followed Him wherever He went!
Let’s take a closer look at how Jesus approached each stage of the Marketing Funnel with examples from the bible.
The awareness stage is where Jesus sought to introduce himself and his message to the people. The goal was to attract the attention of those who had yet to hear about him and his mission.
|Miracles||Performed miracles to attract people’s attention and demonstrate God’s power.||John 9:32, “Since the world began, it has been unheard of that anyone opened the eyes of one who was born blind.”|
|Teaching in Synagogues,||He Spoke in synagogues and other public places to share his message and teachings with the people.||Luke 4:16-20, “So he came to Nazareth, where he had been brought up. And as was his custom, he went to the synagogue on the Sabbath day and stood up to read.”|
In the interest stage, Jesus sought to deepen the connection with those interested in his message. The goal was to provide more information and encourage a deeper exploration of his teachings.
|One-on-One Conversations||I had personal conversations with individuals to answer their questions and address their concerns.||John 4:7-26, “A woman from Samaria came to draw water. Jesus said to her, ‘Give me a drink.'”|
|Parables||used parables to illustrate his teachings in a way that was easy to understand and remember.||Matthew 13:3-9, “And he told them many things in parables, saying: ‘A sower went out to sow.'”|
In the desire stage, Jesus sought to create a desire for his message and mission among those who had shown an interest. The goal was to build excitement and encourage commitment to his teachings.
|Testimonies||He encouraged those who had experienced his message’s transformative power to share their testimonies with others.||John 4:39-42, “And many of the Samaritans of that town believed in him because of the woman’s testimony, ‘He told me all that I ever did.'”|
|Promises||He made promises of the blessings and rewards that come with following his teachings and mission.||Matthew 6:33, “But seek first his kingdom and his righteousness, and all these things will be given to you as well.”|
In the action stage, Jesus sought to convert those who had shown interest in his message into active followers. The goal was to make it simple for people to take the next step and become active participants in his mission.
|Clear Calls to Action||He gave clear and specific calls to action for people to follow him and become his disciples.||Matthew 4:19, “And he said to them, ‘Follow me, and I will make you fishers of men.|
|Demonstrations of Love |
|He showed love and care to those around him, demonstrating the kind of life they could have as his followers.||John 13:34-35, “A new command I give you: Love one another. As I have loved you, so you must love one another.|
In conclusion, when it comes to reaching people and making an impact, Jesus was the real deal. He knew how to connect with people, inspire their hearts, and move them to action – all with love and kindness as the driving force. And the church can learn so much from His approach.
By focusing on compassion, building relationships, and creating meaningful experiences, the church can reach more people and help them grow in their faith. By embracing Jesus’ way of doing things, the church can create a powerful movement that will touch hearts and change lives.
So, let’s take a cue from the Master Storyteller and bring the love of God to the world freshly and excitedly. By doing this, we’ll honor Jesus and His teachings and help people experience the fullness of life that He offers. And isn’t that what it’s all about?