THINKING LIKE A SEEKER

The Seeker is Always First

You may have heard this common phrase in business - “The Customer is always right.”  It’s a great idea, but one that may be lost in this maxim. A better phrase may be, “The Customer is always first,” or better yet, “Think about the customer (seeker) first.” When you do this, you'll create campaigns that are more effective and more likely to resonate with your target audience. You'll also build stronger relationships with your ministry contacts, which will lead to repeat engagement and effective communication of the Gospel.

But what does it really mean to put the seeker first? (In this article we’ll use “seeker” generically to mean those we are reaching with the Gospel) It means understanding their needs and wants, and then designing your marketing messages and campaigns around those needs and wants. It means listening to your seekers and responding to their feedback. And it means making it easy for seekers to engage with your ministry.

When you put the seeker first, you're essentially saying that you care about them. This shows that you're not just trying to get them to the next step in your funnel, but that you're actually interested in helping them solve a problem or find answers in their life. This kind of attitude is incredibly valuable today, where seekers have more distractions, loneliness, and content than ever before.

Let’s go back to the business examples for two reasons - First, we’re all familiar with these companies, and because we’ve all experienced interactions with these brands, our individual experiences can be transferred into the experience that we’re trying to build for those we are trying to reach. There are many examples of companies that have had great success by thinking about the customer first. 

For example, Apple is known for its focus on user experience. The company's products are designed to be easy to use and intuitive, and they're packed with features that make people's lives easier. But, Apple doesn’t market the features of their product. Apple is famous for showing customers what they can do with their products, or better yet, who they will become. Apple doesn't talk about Apple. Apple makes ad campaigns that focus on YOU. As a result, Apple has become one of the most successful companies in the world.

Another example is Amazon. The company's focus on customer service is legendary. Amazon is known for its quick and easy shipping, its generous return policy, and its helpful customer support. As a result, Amazon speaks directly to the well known needs of their customers, and has become one of the most popular online retailers in the world.

If you want to be successful in ministry, your team needs to put the seeker first. You need to encourage your team to always ask the question, “What does our Persona need?” When you do this, you'll create marketing campaigns that are more effective and more likely to resonate with your target audience. You'll also build stronger relationships with your seekers, which will lead to greater effectiveness in communicating and encouraging engagement with the Gospel.

So how do you put the seeker first? Here are a few tips:

• Understand your target audience. Who is your Persona? What are their needs and wants? What motivates them to engage with your ministry? What are they searching for? Once you understand your target audience, you can tailor your marketing messages to appeal to them.

• Listen to those connecting with your ministry. Don't just talk to your audience, listen to them. What are their complaints? What are their suggestions? When you listen to seekers, you can learn what they need and want, and you can use that information to improve your messaging and offers to engage.

• Make it easy for seekers to engage with you. Make sure your website is easy to use and navigate. Offer clear and concise information. And make it easy for seekers to contact you when they have questions.

• Listen. Yes, we’re repeating this one! Your team needs to truly and carefully listen to those engaging with you. We endeavor to minister to those we are reaching. We are acting in service to those whom we reach. People are more than a KPI. They are more important than your ministry metric that must be reported to donors and your team. Seekers are people in need of a Savior! Listen to them. Serve them. Put their needs above your own. 

We hope these tips help you put the seeker first in your marketing efforts. When you do this, you'll be a more effective minister of the Gospel in a noisy and chaotic online world.