Case profile
This church started small, in a Tuesday night Bible study, and has grown steadily while hosting more than 100 conferences and guest speakers with a strong emphasis on training and equipping people for ministry. When COVID-19 prevented the congregation from meeting, the pastors still had to get the message out.
They were already publishing videos on YouTube and building a following, but needed guidance on the best way to market that video to grow the audience. The goals: acquire new followers, increase engagement, give people hope during a very difficult time, monetize the Facebook channel and build an online event process for speakers.
The challenge
Facebook is still the broadest platform for an organization like this, with billions of monthly users, but organic reach for a page is small and shrinking. The church's best content was video, and video needs the right audience in front of it. The campaign had to find people who shared the church's interests, not just people who lived nearby, and do it on a non-profit budget.
What we did
- Installed and optimized the Facebook pixel so every visitor and viewer could be built into an audience.
- Ran consistent video-promotion campaigns to pixel-based and lookalike audiences built from existing engaged followers.
- Focused creative on videos that intrigue and inform people about a topic they relate to, rather than lead-generation style ads.
- Developed an online event process for special events and speaking engagements.
- Combined paid and organic reach so each post fed the next audience.
The results
Reactions, comments and shares went from under 185 reactions per post to an average of over 2,000. Maximum post reach went from 2,000 to 3,000 at the start to 65,000, and reached 120,000 during the holidays. Website users increased 286%, new users 318% and sessions 227%. Read more about our Facebook marketing services.
