How Would Jesus Market? Embracing a Church Marketing Plan

Marketing and the Church—two words that might seem at odds with each other. Traditionally, marketing has been associated with commerce, consumerism, and profit, which seems to stand in stark contrast to the Church's biblical values (Matthew 21 vibes, anyone?). However, at its core, marketing is not really what it's made out to be, and those associations aren't always fair.

Does marketing really compromise the Church's mission and cheapen its message? Or is it something else entirely? It all depends on how you define it. By understanding marketing’s place in the modern-day Church—and learning from Jesus' own examples—we can uncover ways the Church can further its mission and amplify its impact in today’s world without losing sight of biblical values.

Marketing might sound like a foreign concept to many churches, but the truth is, most churches are already engaged in marketing—they just call it by different names, such as outreach or engagement. These activities are central to a church’s mission, and they share many of the same principles as modern marketing.

The key difference, however, lies in the ultimate goal. Instead of attracting customers or growing an organization, church marketing is ultimately about something much deeper—pointing people to God.

Churches have long been cautious about adopting what they perceive as commercial tactics, fearing that marketing might undermine the spiritual integrity of their mission. Yet—as we said in a previous post—marketing is really just about connecting with people and conveying a message in an effective way. Churches do this every day, whether through sermons, community events, or acts of service. These are all forms of communication designed to reach people where they are and guide them toward something greater.

For instance, when a church shares a sermon online, posts a Bible verse on social media, or organizes a community service project, it’s not just promoting the organization itself. These actions are part of a broader effort to share the Gospel, inspire spiritual growth, and encourage people to seek a deeper relationship with God. The church bulletin, website, or social media page might announce upcoming events or share messages of faith, but their true purpose often goes beyond simply filling pews—they aim to touch hearts and transform lives.

Outreach programs are another example of church marketing with a higher purpose. When a church organizes a food drive, hosts a support group, or participates in local charity work, the objective isn’t just to draw attention to the church. Instead, these activities are designed to embody the teachings of Christ, demonstrate God’s love in action, and invite people to experience His grace. By serving others, churches point to a higher truth, showing that their mission extends beyond their walls and into the broader community.

Even the way a church presents itself—its branding, if we can use another controversial term—plays a role in this mission. The tone of the sermons, the design of the church’s logo, the atmosphere of worship services—all of these elements contribute to the church’s identity and how it communicates its message. But unlike corporate branding, the goal isn’t just to be memorable; it’s to be a faithful reflection of God’s love and truth.

In today’s digital age, these traditional forms of communication and outreach can be amplified through modern marketing tools, reaching far beyond the local community. A social media post can spread the message of hope to thousands, or even millions, who might never set foot inside the church. An email newsletter can offer spiritual encouragement to someone who needs it most, right at that moment.

The challenge for many churches is to recognize that these activities are not only forms of marketing, but also powerful tools for fulfilling their spiritual mission. By viewing marketing as a way to connect people with God rather than merely attracting them to a building, pastors can more effectively engage their communities, foster spiritual growth, and make a lasting impact that transcends their physical presence.

The Intersection of Faith and Marketing

The Role of Marketing in Church Growth

Church growth is often seen through the lens of increasing attendance, but true growth goes beyond numbers. It’s about deepening faith, fostering community, and guiding individuals toward a meaningful relationship with God. Marketing plays a critical role in this process, not just by bringing people into the congregation, but by bringing them messages of hope, love, and the gospel.

One of the key roles of marketing in the church is spiritual outreach. Churches are not just institutions; they are communities of faith with a mission to share the Gospel and serve others. Marketing, in this context, is about communicating this mission effectively, whether through a sermon, a community service project, or an online devotional. It’s about understanding the needs of both the congregation and the broader community, and crafting messages that speak to those needs while pointing to God as the ultimate source of comfort and truth.

For instance, a church in a metropolitan area might use digital marketing strategies to reach people who are searching for answers in a busy, often overwhelming world. Through social media, blogs, or podcasts, the church can offer messages of peace, purpose, and spiritual guidance. These efforts are not just about drawing people into the church building, but about providing them with spiritual resources that can help them encounter God wherever they are.

In a rural setting, marketing might take a different form, focusing on personal connections and community involvement. A church might host local events, collaborate with schools, or offer support groups that address specific community needs. These activities, while serving immediate physical or emotional needs, also serve a spiritual purpose by embodying God’s love and creating opportunities for people to experience His presence in their lives.

Successful church marketing doesn’t just fill seats on Sunday mornings; it creates lasting connections between individuals and God. For example, some churches have used email newsletters to share weekly devotionals, encouraging members to reflect on their faith throughout the week. Others have launched online prayer groups, providing a space for people to connect with each other and with God, regardless of their physical location.

The true measure of church growth isn’t just how many people are in the congregation, but how deeply those people are growing in their faith. Marketing, when aligned with the church’s mission, helps create an environment where spiritual growth can flourish. By reaching out in ways that resonate with people’s everyday lives, churches can guide them on a journey that ultimately leads to a deeper relationship with God.

building a church brand

When we talk about branding in a church context, it’s important to recognize that this is not about selling a product or crafting a corporate image. Instead, church branding is about reflecting the identity of the church as a community of believers and, more importantly, as a reflection of God’s character and values. A church’s brand is a tool for communicating who God is, what He has done, and what He continues to do through the life of the church.

At the heart of any strong church brand is a clear and compelling mission statement. This statement should go beyond organizational goals; it should articulate the church’s understanding of its calling from God. It’s not just about saying what the church does, but about communicating why it does it—because of the love, grace, and truth of God. This mission should be the foundation for all of the church’s activities and communications, ensuring that everything points back to God.

Messaging is a critical aspect of this branding. The language and tone used in sermons, social media posts, newsletters, and even casual conversations should consistently reflect the church’s commitment to living out God’s mission. For example, a church that emphasizes grace and acceptance might focus on messaging that invites everyone to experience God’s unconditional love, regardless of their past. This messaging should be authentic and specific; rooted in the church’s unique calling.

Consistency in visual identity is also important, but not just for recognition—it’s about reinforcing the church’s message and mission. Color theory, another common marketing term, plays a big part here. For example, a church that sees itself as a beacon of hope might choose bright, uplifting colors that symbolize light and warmth. The goal is not just to be aesthetically pleasing, but to visually communicate the church’s spiritual identity.

If you want to dive deeper into color theory, HubSpot has an excellent article on the subject.

Ultimately, the most critical aspect of church branding is authenticity. The brand must genuinely reflect the church’s mission and values, and by extension, God’s mission. If the outward appearance of the church does not align with its actual practices and beliefs, it can lead to a disconnect that undermines both the church’s credibility and its spiritual impact. Therefore, every element of the brand should be a true reflection of the church’s heart for God and for people.

Church Marketing Strategies for the Digital Age

In today’s digital world, the Church’s mission can be greatly amplified through the use of online marketing tools. A strong digital presence allows the church to reach beyond its physical location, offering spiritual support and guidance to people wherever they are. Leveraging digital marketing tools isn’t just about growing the church; it’s about fulfilling the Great Commission by sharing the Gospel with as many people as possible.

Earlier this month, we broke down a few specific tools we like to use here at MDM. It's worth a read when you have the time!

Church Website Design

A well-designed website serves as the cornerstone of a church’s digital outreach. This isn’t just a place for information; it’s a platform for ministry. A church’s website can offer sermons, Bible studies, prayer resources, and more, providing spiritual nourishment for visitors at any time of day. It’s important that the website is user-friendly and mobile-responsive so that anyone, anywhere, can access these resources easily. Regularly updated content, such as blogs or video messages, can help keep the church’s online presence dynamic and engaging, drawing people into a deeper exploration of faith.

Church Social Media

Social media platforms like Facebook, Instagram, Twitter, and YouTube are also powerful tools for spreading God’s message. These platforms allow churches to reach a wide audience with inspirational posts, video messages, and interactive content that encourages people to engage with their faith on a daily basis. Social media can be used to share scripture, promote upcoming events, or offer live-streamed services, making it possible for people to experience church even if they can’t attend in person.

Content Marketing

Content marketing might include creating blog posts, podcasts, or videos that explore spiritual topics in depth, offering valuable insights and encouragement to believers and seekers alike. By addressing contemporary issues from a biblical perspective, churches can offer guidance that is both relevant and rooted in scripture. This content can also be shared widely across digital platforms, extending the church’s reach far beyond its immediate community.

Email Newsletters

Email newsletters are another valuable tool for maintaining a connection with the congregation and reaching out to those who might be searching for a spiritual home. Regular emails can provide updates on church activities, offer devotional content, or share prayer requests, helping to keep the community connected and spiritually engaged. For many, receiving a thoughtful, encouraging message in their inbox can be a moment of grace in an otherwise hectic day.

Church SEO & Ads

One of the most exciting aspects of digital marketing is its potential for evangelism. Churches can create targeted online campaigns that reach people who are searching for spiritual answers, offering them resources that can lead to a deeper exploration of faith. Through tools like search engine optimization (SEO) and advertising, churches can ensure that their message reaches those who need it most, right when they are seeking it.

Ultimately, the goal of leveraging digital marketing tools is not just to increase attendance or grow the church’s online following—it’s to share the message of God’s love and truth with as many people as possible. By using these tools effectively, churches can fulfill their mission in new and innovative ways, reaching people where they are and pointing them toward the God who loves them.

Getting Started with a Church Marketing Strategy

So how do you get started?

One of the first steps a church can take is to assess its current communication efforts. This involves reviewing what’s already in place—such as bulletins, social media, and outreach programs—and identifying what's working, and what isn't. This is where partnering with an expert could be a game-changer.

Our organization—Mission-Driven Marketing—specializes in guiding churches through this process by leveraging our extensive experience within the Christian faith community. Our goal is to provide you with the unique, custom services you need; no more, no less. Whether you're just getting started and need a complete marketing plan, or you have a part-time staff member and need someone to fill in the gaps, MDM can provide a solution completely customized to your context and budget. Plus, by working with someone who understands the specific needs of churches, you can ensure that your efforts are both effective and faithful to your spiritual goals.

But MDM isn't the only option out there. Platforms like MarketerHire can connect organizations with top-tier marketing professionals around the world, and offer up-front, straightforward monthly pricing. Although more expensive in some cases, this can be an excellent way for churches to access specialized skills and insights, particularly if you know exactly what you're looking for.

Ultimately, the key is to approach marketing as a ministry tool—a way to share God’s love, connect with your community, and support spiritual growth. By thoughtfully embracing marketing, churches can extend their reach, deepen their impact, and continue to fulfill their mission in today’s world.

Ready to Get Started on your church's marketing plan?

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