Posted by Ken Ndubisi on March 29, 2017
For any website to make money from social media today it needs two things; it needs traffic, and an audience willing to spend money.
Traffic is the number of people, both repeat and non-repeat, who visit and interact with your site.
The higher the number of people, the larger the amount of money that can be made from the site. The quality of traffic visiting the site also matters a lot.
Ideally what you want are people who are interested in your brand visiting your site, otherwise that traffic is next to worthless.
Picture yourself standing on the roadside trying to sell insurance (hey it’s not really a bad idea if you think about it).
You may put up the best presentation the world has ever seen, and prove beyond reasonable doubt that your insurance is the next best thing after pizza, but the fact is NOBODY will just stop and buy insurance from you just like that. It just won’t happen.
That’s why you need a targeted audience.
The other thing you need for a website to make money is an audience that is willing and ready to buy.
You could spend all your marketing budget on campaigns and advertising, but if the people you are trying to sell something to are the type that are not primed to buy, just forget it.
One of the institutions that is yet to fully utilize the power of the internet and social media, but has mastered the traffic and the targeted audience game is the Church.
There are over a hundred churches in my state alone, and they get filled up every Sunday. That’s a whole lot of people to sell anything to.
And with a populace that is very willing to buy the next heaven sent solution, you can’t get more targeted than that. Unfortunately there’s no one selling them on what they’re already sold on.
Let me give you an example: If I’m a person who loves motivational books, and I step into a bookshop to buy a book, I expect the seller to at least put some effort into convincing me to buy a book. Cos guess what? A successful purchase by me is a win for everybody.
Let me clarify it up for you.
If I buy the book, I win because I get access to the information I am looking for. If the seller sells the book, he/she wins because it puts money into his/her pocket. The market wins because the seller has to go buy some more books, and so on and so forth.
One successful sale goes ahead to impact the whole society in a positive way.
Now in this case, the Church is leaving a ton of money on the table because of its inability to sell effectively. More than half of the people who go to church go there seeking for answers to their problems. These answers could come in form of prayer books, devotionals, or even consultation sessions.
All these make up a substantial revenue source, which is completely being ignored.
You may say I’m all about the money, so let’s look at an area that has little to do with money. Let’s consider the cost of information.
Now typically, let’s say it costs a church $5 a day to deliver information. Some churches spend more than that, but let’s work with the barest minimum here.
Information here refers to the number of times they have to answer questions about office and opening hours, the cost of telephone calls to book appointments or to make inquiries, plus the additional cost in time and money to promote one program or another.
Now, $5 a day may not seem like a lot, but when you multiply it by 365 days in a year, that’s $1825. That price is almost double the cost of a standard website that can do all the above and more.
You may be wondering, “If this is so obvious, why isn’t the church taking advantage of it?” The reason is this: Most experts know what needs to be done, but they’re not willing to put in the work.
Also, another point to consider is that the church is actually losing money every day it neglects this all important aspect of our everyday lives – the Internet.
A typical church website that sells a program of $5, even if to only a handful of people, can recoup its investment under 3 months. And that’s if its sells to only a handful of people. We’re talking targeted traffic whose conversion rate is probably greater than 10%.
Almost everyone above the age of 7 who steps into a church in any part of the world today has either heard about or uses Facebook, WhatsApp or one of many other social networks.
As someone who makes use of this platform daily and who follows trends in the internet space, the number of people who subscribe to these platforms is on the increase even as you read this. What better time than now to take advantage of this!
I once asked a question, “Why isn’t the church taking advantage of social media?”. The answers I got will make you weep.
“Well, the church teaches against the dangers of social media like pornography, cyber bullying etc.…”
Really?! Well, is that all the church is doing about it?
I agree that all this may be coming from a stand point of probability, but I’m 100% positive that if you put in effort, the results we will get from sensitizing the church about the internet will be tremendous.
“So what do you suggest, Ken?”
If you know me, you’ll know I love to give actionable steps and not just talk. If you are a budding or experienced web developer, graphic designer or social media manager, this is an opportunity for you to add a revenue stream to your pocket. What I’ll suggest is this:
Have you enjoyed reading this article as I enjoyed writing it? Share your views with me in the comment section below