The Secret Google Revealed to Getting More People to Church
Unlocking Digital Strategies: How Churches are Leveraging Google's Insights for Growth
In the pre-Internet era, successful assimilation was quite different from what we see today. It began with some stimulus - perhaps an ad in the mail, a poster, a flyer, a discussion with a neighbor, or a significant life event that sparked their interest in the church. This stimulus led people to visit the church, which is known as the "First Moment of Truth." The "Second Moment of Truth" is how people experienced the church after attending, such as receiving a letter from the pastor or discussing the visit with their spouse. This experience determined whether they would continue attending the church.
Pre-Internet era successful assimilation
In the past, these three steps were straightforward and practical. People did not have issues with advertisements, as they were one of the few ways to learn about new solutions. They were more inclined to try something new and were less suspicious of churches.
The advent of the Internet and its integration into every aspect of our lives slowly upended this model. Google's latest research reveals that the time between stimulus and action has grown significantly with access to endless information and countless choices. Whether purchasing a product or visiting a church, the American public spends hours researching and engaging the brand’s content before arriving at the First Moment of Truth.
Zero Moment of Truth
After studying billions of data points, Google concludes that, on average, people need to connect with a church eleven times on four platforms before deciding to take action. We call this the 11-4 Principle. Because this takes place before the first moment of truth, we call it the Zero Moment of Truth, as illustrated in this new assimilation journey.
Google says that on average, people need to connect with a church 11 times on 4 platforms before deciding to take action
The Zero Moment of Truth (ZMOT) refers to the point at which a person learns about and researches your church before deciding to visit. This step is critical in their journey. As opposed to the stimulus, ZMOT takes place over multiple days, weeks, or months.
The platforms include your website, social media, podcasts, Google Search, and in-person interactions and discussions with friends. They consume content related to your church, read reviews, compare churches, and ask family.
People are increasingly skeptical of information in today's world. With the rise of "fake news" and various scandals related to churches and ministries, people are unlikely to rely on a single source of information. Therefore, it is critical to have sufficient content in place to help build trust, gain favor, and attract your community.
If you don't have enough content, potential visitors cannot adequately engage your church, resulting in missed opportunities. To make the most of the 11-4 principle, it's essential to have a solid strategy that effectively converts interested people into visitors.
For over a decade, Form & Function has been at the forefront of crafting compelling narratives for many of the nation's leading ministries through our best-in-class branding workshops. If you're ready to elevate your church's story and identity, we're here to guide you every step of the way. Connect with us to discuss how we can support your ministry's journey toward a resonant and impactful brand. Reach out to a member of our team at admin@formandfunctionmedia.com.
