Marketing For The Rest Of Us: Practical Strategies for Reaching and Attracting Your Ideal Ministry Audience

Let’s be real. Many of us in ministry find the word "marketing" uncomfortable. It reminds us of pushy sales pitches, complex business talk, and monetary goals that don’t match our mission’s true purpose.

But what if we reframe it? What if we see "marketing" not as a bad word, but as an act of stewardship? A way to communicate the message we've been given, to a group of people who need to hear it—people we’re called to serve.

Remember, this isn't about selling something. It's about fulfilling a purpose.

So, let’s change that mindset right now and start getting practical with some actionable steps. Here are some strategies for "marketing" that are genuine, authentic, and rooted in the mission of ministry.

1. Know Who Your "Ideal Audience" Are (And No, It's Not "Everyone")

Our ministry is for everyone! While that's true in a spiritual sense, it's not practical for communicating with the people you’re called to. Trying to please everyone means you won't connect with anyone, and your message won't reach or attract the right people.

Instead, ask yourself:

• Who is my primary focus? Is it young women, college students, teens, or a specific cultural group?

• What are their hopes, struggles, and questions? What keeps them up at night? What are they searching for?

• Where do you think they are spending their time? Is it social media? If so, which platform? Is it listening to podcasts or watching YouTube? Or are they part of a community group — in person or online?

By creating a clear picture of your ideal audience, you can tailor your message to resonate with their specific needs and pain points.

2. Meet Them Where They’re At (Online or Offline)

Your message will impact lives if you take the time to find where they are. Consider where your ideal audience naturally gathers, whether that’s online in social media groups or forums, or offline in community groups, events, or local gatherings. Being intentional about meeting your audience where they already are, creates opportunities for you to share your message.

• Social Media with a Purpose: Don't just post for the sake of it. Be intentional about using the platforms where you know your audience is most active and engaged. Share inspiring or motivational stories that resonate, create short video clips that convey the message you’re trying to share, or practical tips that address the struggles they face on a daily basis. Take time to engage with them in the comments, and aim to build relationships that are genuine, authentic, and rooted in trust.

• Content Marketing: If you want to reach people online, choose the platform where you feel comfortable sharing your voice and long-form content—like a blog, podcast, or YouTube. Think about your niche and ministry’s purpose. Will your message work best through audio, text, or video? Ask God to guide you in picking the right platform. Remember, not all advice you seek externally will be unbiased, so trust your own instincts and God’s lead.

• Optimise Your Website: Your website is going to be the first place people encounter your ministry. So make sure it's easy to navigate, mobile-friendly, and clearly communicates who you’re trying to reach, what you believe, and how to connect with you and your ministry. Use clear calls to action like "Learn more" or "Connect with Us".

3. Content Is How You “Connect With Your Audience”.

Think about your content as an invitation to get to know you in an authentic way—this might come in the form of a blog post, a personal social media post, or an inspiring and empowering podcast series. Content is not just about sharing information; it’s a way for people to experience you and your ministry before they decide to invest their time, trust, and resources in what you have to offer.

• Share Your Story: Don’t just share what you know; take the opportunity to share what you’ve personally overcome or experienced or how you’ve been transformed through your walk with God. Highlight your personal testimony and stories that will resonate with your audience.

• Solve a Problem: Create content that directly addresses questions and struggles you think your audience is or will go through—let the Holy Spirit prompt you as well. Write a blog post about navigating a specific event in your life, record a podcast series on topics that you feel people need to hear audibly, or host an online workshop teaching others how to do what you do in ministry.

• Share Behind the Scenes: Give people a glimpse of what goes on behind your ministry—this can be in the form of a vlog or a monthly podcast episode or a blog post where you share photos of what you’ve been up to—like your first meetup or live event you hosted. This will ultimately build trust and authenticity with your audience, giving them an opportunity to see you in action and truly connect with your mission.

4. Build a Relationships, Not Just a Mailing List

The goal isn't to get more people into your ministry and onto a sales funnel; it's about building an authentic relationship with the people you’re called to lead and disciple.

• Make it Easy to Connect: When someone new comes across your ministry, make the process for them as simple and welcoming as possible—allow them to get to know you and your mission. Have a clear and intentional "next steps" in place, whether that’s offering a valuable free resource, providing a link to join your community, or creating a space where they can easily ask questions—followed up with a personalised email to build genuine connection and trust.

  Remember, you have the freedom to choose what will work best for your ministry, and don’t assume that what works for someone else will automatically work for you. Instead, seek God and develop ways to connect that are authentic and unique to both you and your specific audience.

• Listen More, Talk Less: Create a space where your audience can ask questions, listen to the responses, and let those conversations inform you on what direction your content for your ministry should take.

• Empower God’s People: Remember, your greatest asset as a "marketer" in your ministry is the group of people God has entrusted to you to lead. These individuals are not just followers but the foundation of your mission, and by nurturing and empowering them, you will unlock their potential and your purpose in ministry.

Marketing in ministry isn't about manipulating others. It's about fulfilling a mission using the tools available to us and finding the right way to reach the people God has called us to serve. By focusing on authenticity, relationships, and communicating the message God wants us to portray through us and our ministry, we can transform lives in a powerful act of service.