What first pops into your head when I ask, what is church marketing? If you cringe a little bit, I can't blame you. After all, isn't marketing all about flashy ads, sales tactics, and gimmicks? How is that supposed to fit with the mission of the church?

Well, here’s the truth: marketing in general (and especially church marketing) shouldn't be that way. If you know anything about Amenable and what our team stands for, then you recognize that church marketing isn’t about selling the gospel or changing the Bible’s message to make it more attractive. It’s about communicating it clearly, authentically, and effectively.

At its core, church marketing is about finding and meeting people where they are. And in today’s digital age, that means being intentional about how the church shows up online and in the community.

If we’re honest, the discomfort with church marketing often comes down to the (legitimate) fear of sacrificing authenticity for the sake of visibility. But here’s the thing: people crave authenticity now more than ever. They want to connect with real communities that care, listen, and engage. By embracing marketing in a genuine way, churches aren’t compromising—they’re actually showing up where people are looking for hope and belonging.

So, what is church marketing, exactly? Why does it matter? And how can churches embrace it without feeling like they’re compromising their mission?

Just in case this wasn’t clear enough earlier: church marketing isn’t about manipulation or turning worship into a product. It’s simply about communication. Just as the Apostle Paul used the cultural tools of his day (like letters and public debates) to share the gospel, churches today can use modern tools—like websites, social media, and community events—to reach people.

Church marketing involves:

• Clarifying your message: Making sure people know who you are, what you believe, and how they can get involved.
• Creating welcoming experiences: Helping people feel seen and valued, from first impressions online to how visitors are greeted in person.
• Building community: Connecting people not just to the church, but to each other through small groups, events, and online engagement.

In other words, church marketing is about being intentional with communication and connection. It’s the message of the gospel, mobilized.

You might still find yourself wondering, what is church marketing supposed to accomplish?  Essentially, it’s about making it easy for people to find your church, understand your message, and feel like they belong.

1. People need to hear good news (and they’re online)

According to recent studies, most people spend over seven (yes, seven) hours a day online. Social media platforms aren’t just for cat videos—they’re where people connect, learn, and share experiences. If churches aren’t present in these spaces, they’re missing a huge opportunity to share hope and truth.

Here’s the key: It’s not about chasing trends or looking cool. It’s about being where people already are and bringing light to those spaces.

2. People are searching for belonging

Whether it’s through Google searches like “churches near me” or scrolling through TikTok looking for inspiration, people are seeking community and purpose. Church marketing helps bridge that gap by making it easy for people to find your church and see what you’re all about—before they ever walk through the doors.

3. It builds trust and connection

People don’t just want information—they want connection. A church’s online presence (website, social media, email newsletters) isn’t just about announcements. It’s about sharing stories, celebrating life change, and creating conversations that build trust.

When a church is active and authentic online, it shows people that this is a community that cares, listens, and engages. It builds credibility and makes it more likely that someone will visit in person.

If the idea of marketing still feels uncomfortable, consider this: Jesus himself was incredibly intentional in his communication. He told stories that resonated with people’s lives, asked questions to spark curiosity, and went to where people gathered (whether that was wells, synagogues, or dinner tables).

Church marketing is simply about doing the same thing in today’s context. It’s about:

• Embracing storytelling: Sharing testimonies and experiences that inspire faith.
• Inviting, not selling: Creating welcoming invitations rather than pressure-filled pitches.
• Being authentic: Showing real people, real stories, and real faith—not polished perfection.

When approached this way, church marketing isn’t about trying to be trendy or manipulating people. It’s about being good stewards of the message, resources, and opportunities God has given to 21st-century believers.

Now that we’ve unpacked what church marketing is and why it matters, let’s get practical. It’s one thing to understand the importance, but how do you actually put it into action? The good news is that you don’t need a massive budget or a full-time marketing team to get started. With a little intentionality and consistency, any church—big or small—can build meaningful connections with their community.

• Know your audience. Understand who you’re trying to reach and what they’re looking for. This helps you create relevant content and meaningful connections. (Check out this article for some tips for defining your audience!)

• Be consistent and genuine. Post regularly, but focus on authenticity over perfection. Share stories, not just announcements.

• Invite engagement. Encourage questions, comments, and real conversations. Remember, it’s about community, not just communication.

• Reflect your mission and values. Make sure everything you share reflects who you are and what you believe.

So, what is church marketing and why should your church care? Church marketing isn’t about changing the gospel—it’s about finding new ways to communicate it. By embracing modern tools and techniques, churches can meet people where they are, build authentic connections, and invite more people into the journey of faith.

The question isn’t whether churches should invest in marketing. It’s about how to do it in a way that’s faithful, authentic, and impactful. And that’s a mission our team at Amenable believes is worth investing in!