How to increase your engagement by 20% in 30 Days (Fellowship Nashville)
The Backstory
Good Grain Creative was a fledgling company, and I wanted to see if it was going to work. I go to Fellowship Nashville, I reached out to my pastor since we’re a church plant and asked if I could give him some servicing for free for a month. He agreed. I onboarded with Phil and his team and workflow and began discovering ways that I as Good Grain Creative could serve them. They wanted me to have access to social media, and produce content, that was it, their administrator, Molly O’Conner, the sweetest multitasker on the planet, who controlled their brand voice in concert with the pastoral staff and the elders.
In one month, Fellowship Nashville’s engagement jumped 17%, and their following grew 3 in 30 days. This was our first client, we had plenty of hiccups along the way yet we still got some incredible results and we’d love to share how Fellowship Nashville got there!
The Results
Average Engagement
Our strategies for their story engaged their following 80% more than their historical average & 20% more than the previous month.
What made all of the difference!
We increased the posting volume from 5 posts per month to 15 posts per month.
This allowed us to have consistent communication without causing brand fatigue. Our frequency was three per week, typically on Sunday, Wednesday, and Friday.
We got organized and categorized the types of posts we wanted to make.
We had three categories, recaps, announcements, and values. Those were it! We would make sure a photographer was present at every event to show that the church was in action, we had graphic designers create graphics we could post for the announcements and we used a combination of pictures and graphics to communicate the values and vision of the church.
We Kept Flexible
Analytics and the opinions of elder boards and congregations change every day. After three days of being on this account, we received feedback and adjusted the way we conducted the relationship to allow for more sign-offs to be integrated into the process for quality control, which was a simple change we made to the Trello Board. We had a little bit of trouble getting their brand voice right. At first, we learned pretty quickly because the sign-offs never had any revisions. Additionally, Analytics also showed that announcements were particularly difficult to communicate. We found out that people were signing onto instagram and facebook closer to 4 pm than our original 3pm assumption we adjusted accordingly to meet their congregation engagement.
Why I Love This Client Story
Working with Fellowship Nashville was an incredible experience, we were able to deliver 3% growth in their following in 30 days as well as increase their engagement rate by over 20%! We saw that the assumptions we thought could help churches actually did, and that doubling down on principled approaches of being frequent without causing fatigue, categorizing posts and keeping flexible allow for churches to have a social media strategy that allows their following to grow.