Overview
On April 19, 2022 the Media to Movements Training Coalition hosted the “Top of Funnel” gathering to bring together those focused on marketing strategies. 16 participants had the chance to introduce themselves and offer their resources. David Benware and Natchi Lazarus shared about what they do at the Media Impact International and the Top 5 Lessons of Marketing in the 10/40 Window. Summaries from prior gatherings are available for 9/12/21, 6/24/21 and 1/19/21.
Session Recording
Presenter Notes
MII is a global non-profit working to see more people in unreached areas be brought into God’s Kingdom and growing in their faith, through the effective utilization of media. MII is predominantly an equipper that helps ministries to do the work of how to digitally market the gospel. Natchi Lazarus runs the work in India with about 35 people in the team. He is also the International Marketing Director of MII.
- Top 5 Lessons in Marketing to the 10/40 Window
- Conversational Trends
- Christian community building process is moving online.
- Deep conversations where audience are opening up in private messaging spaces.
- Content Trends
- There is a preference to hybrid local language (e.g Hinglish)
- Conversation starters are mostly need-based themes.
- Platform Trends
- The biggest ROI is Google (YouTube) + Meta (Instagram).
- Short form content platforms such as reels, TIKTOK and shorts are gaining traction especially on top of the funnel.
- Visual Trends
- The best ROI is on Images (Top of Funnel) especially those that has engagement elements such as carousels and gamification.
- Tactical Trends
- Repeat exposure (phased-out frequency) in an audience’s journey
- Consider seamless multi-platform touchpoints
- Conversational Trends
- Measure, experiment and adapt.
Q&A and Discussion
- Can you give us an example of a carousel campaign and how does that work in an evangelistic messaging? – We typically start out with the first slide by capturing attention with a pain-based or need-based message. We address the heart of the audience and then the next carousel image further leads to the campaign ending up with a call to action (see video for more detailed example).
- Thoughts on TikTok? – Tiktok, reels and shorts have a content customization, content trigger. These formats are specifically made for people with a certain type of expectation. Talking head with point educational content, conceptual content with visual elements with lots of music and text prompts work really well.
- Any favorite tools in creating Tiktok? – Regular editing tools. TikTok app itself is the best tool to use if you are creating through mobile. Otherwise, any regular editing app will work.
- Do you use live people with Carousel and if not, could you use chatbots? – Yes, live responding people works best but we also use chatbots for elimination of non-quality chat conversations to some level.
- What’s changed in the last three months? – Two big trends we have observed. One, search itself. Last week Google released a new search facility called multi-search. It’s a combination of image and text where they bring the whole area of component into it where you can take a picture of something and type along a text with it. The combination of text, voice and image search has evolved a lot. The second is the idea of Metaverse, NFT and so on. There’s been multiple announcements especially from Meta, Instagram and Facebook where they will bring NFTs into these regular platforms. There will be a lot of merging with Web 3.0 and Web 2.0 eventually.