Leveraging Facebook Ads this Christmas

It’s December, so it’s time to talk about Christmas—at least that’s what my kids tell me. And with Christmas Eve falling on a Sunday, we’ll have more discussion later about what services and activities churches are planning for this year. But for now, let’s talk about Facebook, Christmas, and your church.

Facebook advertising is the most effective way of getting the word out about your church’s Christmas programming and services. Every church should be using Facebook in some way to promote their services to those in the community. Here are six essentials for doing so:

  1. Target your audience. If you’re going to spend money to reach people, you want to target a specific group as much as possible. Facebook’s ability to target boosted posts or ads to specific zip codes is the best way to reach those in your community with messages from your church.
  2. Use high quality graphics. While advertising will increase your paid reach, your organic (unpaid) reach will greatly increase when you use attractive graphics. Don’t use clip art. If you can’t afford a designer, simply use Christmas templates from Canva or a template from your Christmas cantata publisher if they provide one.
  3. Create Facebook events for your major events. By creating an event for special events during the Christmas season, you can remind those who like your page about the event. You can also share relevant details and answer any questions someone may have about the event.
  4. Encourage members to invite guests. Personal invitations are still the most effective way to get guests to come to your church. Ask your members to share with their friends the Christmas-related events or graphics you’ve already created.
  5. Change your header and avatar. This is a subtle, yet effective tactic that can lead to more engagement with your page online. People notice when an avatar changes. If possible, use your Christmas graphic. If not, maybe a Christmas-themed church logo. Be creative.
  6. Focus your advertising on one or two things. Other than focusing on your audience, focusing on your main event is the most important thing. You don’t have to put money toward promoting every activity if you can’t afford it. But pick the one major event you really want to emphasize (likely your Christmas Eve service or major Christmas program) and put your resources toward that. If you have the budget to do more, great. But if not, focus your advertising money on one thing rather than many. It is better to spend $100 boosting a post for one event than $20 on five different events.

What is your church planning for Christmas? Do you have a budget to advertise on Facebook?

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ABOUT THE AUTHOR

Jonathan Howe

Jonathan Howe serves as Director of Strategic Initiatives at LifeWay Christian Resources, the host and producer of Rainer on Leadership and SBC This Week. Jonathan writes weekly at ThomRainer.com on topics ranging from social media to websites and church communications. Connect with Jonathan on Twitter at @Jonathan_Howe.

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Recent Comments
In this era, we have the opportunity of professional church staff today who utilize their gifting to shape the image and atmosphere of the church organization. But the 100% real impact on the church visitors is genuine evidence of changed lives by the gospel and the active growing discipleship (just as it was in the first century church). One demonstration is financially rich believers ministering equally together with poor believers (how odd, and incredibly miraculous; all humble and bow at the foot of the cross.). It is the awesome contrast of church members vocations, race, gender, age, maturity, gifting, humility that demonstrates to visitors "there is a Spirit in the place". That first-time guest list of 10 are "physical excuses", not spiritual excuses. Those don't tell the story. The condition of facilities and publicly greeting people have zero to do with it. The power of God in and through believers lives dedicated to impact other people with their relationship bridge-building of acceptance of the lost around them. Empowered believers are infectious, loving, helpful, giving, self-less, dynamic, compelling, bold, Christ-filled. As I have been in many church settings domestically and internationally, the facilities can be poor, and yet the fellowship can still be rich. We need to operate with first church humility. People come to Christ on His terms, not on our human abilities of hospitality. A huge catastrophe in a community, disaster relief brings lots of people into churches – many come to the church in those terrible conditions no matter the physical condition of the local church. Off the condition of facility, and onto the condition of God's people (living stones).... and everything else will grow.... and the other physical issues will be corrected by the staff.
 
— Russ Wright
 
"While I understand the intent behind this phrase" Expound please. What do you understand to be the intent behind that phrase?
 
— Ken
 
Thank you for this article! I'm the pastor of a small church. My gifting is in teaching and we are known for aiding Christians in becoming Biblically literate. Visitor's often comment on God's presence being very real in our services. But we just don't seem to be growing. I have some soul-searching, etc. to do and this article provides some solid ground from which to proceed. Thank you again.
 
— Jonathan Schultheis
 

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