In today’s digital age, lead generation is an essential aspect of any effective marketing strategy. Colt Straub, a visionary leader from Cornerstone Church in Midwest City, Oklahoma, has embraced the concept of lead generation and witnessed remarkable results. In this article, we delve into Colt’s philosophy behind investing in lead generation campaigns, explore the tactics he employs for follow-up strategies, and examine the tangible outcomes he has experienced. Join us as we discover the transformative potential of digital lead generation.
Exploring Digital Marketing Strategies
The importance of digital marketing is increasingly evident every day. This is apparent by the boost in new visitors that results from a simple seasonal Facebook advertisement for something like Christmas or Easter. Though churches in the past have spent significant portions of their advertising budgets for traditional methods such as telephone book listings, these methods are becoming antiquated in the wake of new digital means. However, there are limits to the reach that even a Facebook ad can have, so church communicators who desire a robust digital marketing plan must go deeper.
The Power of the Funnel System
Creating a successful lead funnel system is essential for establishing lasting connections. Colt can attest to this because the success of the Cornerstone Church worship team’s musical album is largely due to a strategic funnel system. A lead funnel system involves guiding an audience from being strangers to becoming friends and eventually ambassadors for the church. Email marketing campaigns are also crucial in nurturing relationships and engaging with potential attendees. By engaging with cold leads repeatedly and providing them with additional value each time, you begin to develop a trusting relationship, which leads to more engagement.
Partnering with Missional Marketing
Though Colt’s creative team experienced success with lead funnels, email campaigns, and social media advertising, they eventually hit a dead end. Without professional expertise in the latest digital marketing trends, it was hard to know which next steps to take. If your church has hit a similar roadblock, this is where a partnership with Missional Marketing, led by CEO Jason Hamrock, is especially valuable. Through the coaching and collaboration Colt received from Missional Marketing, he gained further insight into lead generation and witnessed remarkable growth in digital outreach. Since the partnership with Missional Marketing began in August 2021, his team has experienced consistent, growing results—significant enough for Colt to recommend Missional Marketing coaching to every church communications team!
Lead Generation Campaigns: Investment and Results
Very few churches have the staff or margin to try new marketing methods on a whim. Use case studies to gain valuable insight into which methods to invest your resources in. Colt says in this case, lead generation campaigns are worth every penny. To test this out, Cornerstone Church actively ran lead generation campaigns alongside its regular promotions. Allocating approximately 40% of the marketing budget to lead generation generated significant results. With an investment of around $1,000 in lead generation campaigns over three months, the church tracked ten new families who walked through the door, which is a testament to the effectiveness of the team’s efforts. Other marketing methods did not produce even a fraction of the results for the same cost.
Nurturing Leads for Lasting Impact
While lead generation campaigns help attract potential attendees, having a follow-up strategy in place is crucial for cultivating relationships and encouraging them to visit the church. Your work isn’t done once a visitor walks through your doors. It’s the follow-up emails and connections that keep them coming back because they feel seen and valued by your community. Colt’s church employs email marketing campaigns using platforms like MailChimp to create personalized journeys for each lead. Typically, the journey consists of three to five emails that provide valuable content, resources, and information about the church.
Tangible Outcomes and Lasting Impact
Do emails really work? Though many communications professionals are tempted to utilize other platforms that seem more current and modern, email remains one of the most reliable ways to connect with leads. When you rely on a list of followers on Facebook or Instagram, your connection is entirely reliant on the business plans of a social media platform. If Mark Zuckerberg ever decides to pull the plug, all your leads will disappear with it.
Conversely, Colt was surprised to see just how frequently leads continue to connect through emails. Cornerstone Church’s email campaigns have yielded exceptional results, with open rates ranging from 30% to 35%, significantly outperforming social media engagement. The strategic use of lead generation and effective follow-up has not only resulted in increased church attendance but also fostered a sense of community and connection among its congregation.
Next Steps in Digital Lead Generation
Colt Straub’s dedication to digital lead generation and his innovative approach to follow-up strategies have transformed the way Cornerstone Church engages with potential attendees. By investing in lead generation campaigns, nurturing leads through email journeys, and tracking tangible outcomes, Colt has witnessed a significant impact on church growth. This success story serves as a powerful testament to the effectiveness of digital lead generation in expanding a church’s reach and building lasting relationships with new communities. If you feel stuck on how to move forward in your own lead generation strategy, you don’t have to become a pro overnight. Colt certainly didn’t! Instead, it was the coaching Missional Marketing offered that helped the church maintain its lasting success. If this is what your communications team needs, schedule a call with one of our Missional Marketing coaches today! As churches continue to embrace the power of digital marketing, the potential for growth and connection becomes limitless.