Pushing Past the Vanity Metrics
Don’t Settle for Vanity Metrics: How to Focus Your Efforts on Driving Connections
Many teams engaging in digital evangelism are working to funnel users from an awareness of the Gospel to connection with a believer for follow up. After becoming aware of a ministry or message, people will progress into deeper levels of engagement. As ministry teams seek to measure and improve digital ministry efforts, it is easy to become distracted by the high number of likes, followers, and visits, and lose focus on the activities actually creating opportunities for connection. These teams may even have a leader that is enamored by reaching large numbers of people and driving the team to do more.
A word of caution - Don’t get fooled by vanity metrics. Instead, follow these action items to increase connection opportunities.
1. Build Your Audience – Knowing your audience and speaking to them with valuable content is key to developing effective lower funnel activities. To build a program that delivers meaningful connection opportunities, you must first attract and engage those you seek to reach. By understanding your audience, your team can create content that engages the people you seek to reach.
2. Make it Personal – One of the best ways to ensure your lower funnel calls to action resonate with your persona is by making them as personal as possible. Incorporate user-generated content into your campaigns and create engaging conversations with customers on social media.
3. Track Performance – Finally, it’s important to track the performance of lower funnel activities to understand what works and what doesn’t. Analytics tools like Google Analytics and Data Studio can be used to create detailed profiles of segmented groups within your audience. Your team can then measure the performance of different engagement campaigns, and get an overall picture of what works best for each group.
Developing effective lower funnel activities is essential for digital ministries looking to connect with people for the cause of Christ. These four strategies can help you take your digital marketing efforts to the next level.
Does the Bible guide us on how to use digital tools and social media? FaithTech has several books published on topics ranging from the Redeeming and Corrupting Power of Technology to Modern Technology & The Human Future. For a full listing of FaithTech’s Books, check out https://faithtech.com/theology-of-tech-books/
