Last week, Tyler got the chance to speak at the Church Hacks Summit! What a huge blessing to have Ministry Designs and our founder to have featured at such an amazing every!
Have a look at the transcript of the video below:
Hi everybody, my name is Tyler Rominger. I am the founder of Ministry Designs, and I am unbelievably excited to be with you today with the church hack summit. Daniel’s done an amazing job organizing this event with some tremendous social media church communications experts and it’s a privilege for me to be here.
Like I said I am the founder and owner of Ministry designs. Ministrywebsitedesigns.com is a church website company that really caters to churches that don’t have communications experts on their teams. We have a proprietary drag and drop website editor and it makes it super easy for churches to get their content on the web with no technical expertise needed.
So, because of that, I’ve had the privilege to serve thousands of churches around the country over the course of the last four years and it’s just been an unbelievable experience for me.
Prior to that, I pastored for a long time. I was a youth pastor and that’s kind of where I honed my skills in social media communications and really being effective with a strategy on how to reach kids in our community. The primary thing that I learned is that, we the church are content producing machines. The reality is, every single day, we are working on creating new content. For some reason though, we’re not leveraging that to its full potential.
Across the board, with the majority of the churches that I work with or we have the privilege of serving here in Ministry Designs, they may or may not know what to do with all the content that they’re producing. Some of them may be in various stages of the video production process or creating videos for sermons or exploring with live content but they don’t really have a solid or solidified strategy to get that video or videos to the masses and then leverage those videos via social networks, rich media websites, YouTube, different things like that, to ultimately grow their church and their audience.
So that’s what I want to talk to you about today. I’m pretty excited about the opportunity to share this particular strategy with you. The reason for that is because it just has so much value to not only growing your church or growing your influence but it’s kind of a multi-faceted strategy with multiple different benefits. And so, as we get into how to leverage some of the things I’m going to talk about, we’ll begin to understand the benefits a little better and more specifically.
So let me jump right in here. What I want to talk about specifically is, I want to get more from your video sermons. At this point, I’m going to go ahead and assume that the majority of you are probably recording your sermons. You just might not know what to do with them.
The reality is that if you’re not recording your video sermons you’re missing out. So let’s go ahead and jump right into some of the statistics about why videos matter.
So, why do videos matter? The reality is today, online videos will account for 74% of your online traffic and by 2020 that will jump to 80% of your online traffic to your website. Which is just unbelievable. Now that fact is going to require some strategy and this video is going to really communicate that strategy.
55% of people watch videos online every day, which translates into 8 billion videos or 100 million hours on Facebook and then 500 million hours on YouTube. To me, that’s just baffling to think about the amount of time people spend watching videos. Your church should really be leveraging videos with an intentional strategy.
60% of the time, if both text and video are available on the same topic, people are more likely going to choose video. That’s natural… I personally do that. I’d rather watch a video than read something. I listen to audiobooks rather than read something. So this stat makes perfect sense to me.
Using the word “video” in an email subject line boosts the open
If you send out a daily email blast, which I know there are a lot of opinions about how frequently you should be sending emails, but if you’re sending emails that add value to your congregation’s lives, that promote conversation or possibly remind them about a specific topic from the sermon the week prior, they’re going to enjoy receiving those emails. It’s not going to become burdensome.
And so in the email tagline, again without going into too much detail, “video clip from XYZ day sermon. Check this out. Here’s a reminder. Hope you have a great day.” … Your email rate is going to skyrocket. People are going to begin to engage with the emails that you’re sending them and why that matter is because later on when you want to send them some promotional material or communicate an event that’s coming up, they’re not trained to open your emails because of leveraging some of these communication tactics in the term “video” in the email subject line. So just a quick thought. Again I don’t go into a lot of detail about that, but just something to remember.
Including a video on a landing page will increase the
50% of people 18 to 34 years old, people that we most likely need to be reaching as the church, will stop what they’re doing immediately to watch a video from their favorite video creator, which is unbelievable to me. It’s baffling to think that if a person gets a notification from somebody, it doesn’t matter what they’re doing when they get a notification that their favorite video creator is creating a video or going live or something. … I think about Gary V. Personally, occasionally, I do this. I have a couple of people that I follow online. Occasionally, I follow Gary V. and the stuff that he’s doing. If he produces a video or I get a notification that he’s going live I’m going to at least click on that at least five times out of ten just to see what he’s talking about in the specific moment. So something to consider with video.
A Facebook video has 135% more effective average reach than a photo. Photos are wonderful—video clips are significantly better.
What do I see churches doing with their video clips?
Here’s what I see a majority of the churches that we serve doing with their videos. They record the video. Step 2, they upload the video to their website. Step 3, they post the full-length video on their website and then Monday morning they post it to their social media account.
So that’s not really a strategy—as you can see there’s no step 4. They’re wondering then, we’re having conversations, “Well, why is my video not getting the engagement that people talk about all the time?” or “What can I do more effectively to drive more traffic to my video?” Or the worst one of all is, “Well video doesn’t work, here’s the proof, here’s what we’re seeing.”
Well, the problem with that is that they don’t have a strategy and that’s again, what we’re going to dive into here. I just want to go into the basics of this.
Having a strategy is important because more people are going to find you. Based on the stats that I just showed you, the more short clips that you have on the web in the more places, the more likely people are going to find you.
One of the components that we’re going to talk about shortly is rich media websites. Rich media websites don’t get a lot of exposure and I think it’s because a lot of people really don’t know about them. The reality is that there are hundreds and hundreds of sites out there that will allow you to publish
Not only that but having
In a moment, I’m going to show you a diagram because it’s very important as we produce this content and as we publish it onto these multiple mediums that we’re doing it in a way that isn’t going to go against Google’s terms of service.
We want to make sure that we’re doing everything that we can to follow the rules and make sure it adds as much value to your website, to your church, as it possibly can.
Social content: the reality is, video clips, a one-hour sermon, chopped up into a bunch of different clips is going to give you an unlimited amount of social content that’s going to drive engagement, going to drive conversation, it’s going to remind people of their Sunday morning experience and expand that throughout the week. That’s one of the major things that we want to try to consider when we’re leveraging our video strategy.
So here are the steps:
Record everything and I mean everything. There’s no reason that you shouldn’t have it recorded. It doesn’t have to be flawless as you can tell. My video production setup is not super sophisticated. It’s a MacBook Pro and a little microphone that I don’t even know is working well.
Daniel, on the other hand, the founder of Church Hacks, has an unbelievably sophisticated video and his videos are a million times better than mine. We don’t need to worry about that. What’s important is getting that content recorded.
So once we get that content recorded, we want to get that content transcribed, because having a text version is going to open up a whole lot of opportunities for you to create blog posts, for you to create sermon support graphics, and a lot of different things you’re going to be able to do with that as we dig into the strategy a little bit.
What you want to do is you want to post the full-length video to YouTube, embed that into your website and then post the transcription below the video. The reason for that is that Google is constantly crawling websites and as it crawls your website it’s going to see that you’re adding new content all the time which is then going to increase your SEO value.
Short clips: you want to turn those full-length videos into short clips so that they’re easier to distribute and they generate more backlinks.
So again, record everything. I think I touched on that pretty in depth but I just want to reiterate. Senior Pastor, Youth Pastor, Children’s Pastor … everybody is creating content. Do your best to try to record that, even with an iPhone. Even if you’re recording it, transcribing it and just getting the content out just for your website, it really takes little effort to add a tremendous amount of value, a plethora of content, that’s going to increase your website’s search engine rankings and results.
Transcribe everything. Like I said, if you’re going to record everything, you want to transcribe everything. In this slide, there are a couple of different options here. Temi.com is one of the services I would recommend. I actually came across them recently. Prior to using them, I was using fiverr.com to do transcriptions, but this Temi website will transcribe a minute worth of video or audio for 10 cents. That’s literally nothing. I mean it’s like $3 to do an entire sermon. And the reality is, the minimal cost associated with getting that text extracted from that video is well worth the value that it’s going to add on the back end of having all of this new content being added to a website or leveraged for social media graphics and those kinds of things.
A key thing that I want to remind you of though, it’s super important that when you transcribe things, it’s not always transcribed verbatim, and often times, we don’t write
Step 3 is Post Everything. Let me dive into this a little bit. There’s some strategy
What we want to do when we’re posting everything is we want to post the full-length video to your YouTube channel. So if you don’t have a YouTube channel you want to create that. You want to make sure that it’s branded nicely for your church and meets your style-guide guidelines. And then, you may or may not, on the full-length video, want to add an intro that you can get off
Now, one of the things that I want to make sure that I’m clear on here is, you don’t want to post the transcription to the YouTube description yet. The reason is that we want to make sure that we get that transcription added to your church website prior to it being crawled on YouTube. And since YouTube is a property of Google, it’s going to naturally crawl its own properties more rapidly than it’s going to crawl your church’s website. The reason this is important
So the process in how this works is, you go ahead and paste the YouTube video, you upload the video to YouTube, you take that video and then you paste or embed that into your website. Just below that, then you’re going to paste the transcription just below the video. I know that it seems like a lot of content, but the reality is that Google loves content. And so if a sermon is 30 minutes, and we can speak 100 words a minute, then that’s a full article that Google can consume, crawl, crunch down, and then regurgitate, and then this content is just going to fly to the top of search engines, which means people are going to find your church, so that’s why it’s important.
Then what you want to do is go back to YouTube, then paste a snippet of the transcription, or if you have some extra time, you can rewrite a description of what that particular sermon was about. But again, if you decide to take the content from the transcription, make sure that you’ve gone to Google Webmaster tools, you’ve submitted that URL into webmaster tools, you’ve crawled that, you’ve asked them to index that, and then it is actually in fact been indexed by Google prior to posting in the YouTube description. That’s very, very key.
Once you’ve had the content indexed by Google, you’re going back to YouTube, you’re posting the description. What you want to do is make sure that you embed a specific URL link to the page that the sermon is published on, on your website. What that looks like is, if it’s mychurchwebsite.com/sermon1, you’ll want to grab that link, paste it in the description of YouTube and then hit save. What that will do is it will take the authority of YouTube and pass it along to your website—the domain authority, the site authority. These are all things that Google finds valuable in ranking websites.
So, what have we done with that? We’ve added another place for somebody to discover your church and we have added some domain authority—site authority—to your website, and we’ve also just published thousands and thousands and thousands of words to your website of consumable content for Google and individuals to read.
Once you’ve completed that, you’re going to want to start creating some short clips. Short clips are important because these are going to be the things that we distribute all over the web. These are going to go to multiple, multiple, multiple…as many websites as you want them to go to. There’s an unlimited amount of them that you can publish these clips to, with backlinks back to your YouTube channel, then ultimately back to our website.
It’s important to remember that these clips are going to be used for different things in different areas. You want to think about breaking these into two different lengths.
So the first length: we want these to be short, quick, profound points from the sermon. Because that will be people scrolling through their social media feeds and they may see something that catches their eye, stop on it, click, maybe a minute at the most. And it kind of intrigues them and inspires them, and they want to “like” your page and move on from there. On those short video clips, we want to make sure if we can that we’re going to add some text to the bottom—that transcription that you’re getting. Go ahead and overlay that onto that particular section of the video. The reason for that is because as you scroll through your social feed, the videos that you come across don’t have any sound to them. So even if somebody doesn’t click on it or they can’t—they’re in a position
The second length clip is 3-5 minutes. The reason that I’m saying 3-5 minutes is
Let me talk about the distribution structure for a little bit. This is a diagram of how the video distribution should look and the linking of the videos from rich media properties, to YouTube properties, to your sermon pages, to the series page, to your home page.
The four little boxes at the bottom, in different heights, they have eight boxes in them individually—those represent rich media websites. Basically what we want to do, is as we publish this content to rich media websites, we want to then make sure that those links then link back to clips that we’ve added to our YouTube channel of the same link, and then we want to make sure that those clips then link back to the full-length video, and then that the full-length video links to the sermon page on your website. Then this second phase, depending on how your website is structured, is optional. You could either go from the sermon page on your website directly to your home page, or you could go from the sermon page on your website to a series page and then to your home page.
The reason that this matters and the reason that we follow this linking structure like this is
Again, this is something that you want to make sure that you’re following the linking recommendation specifically. You don’t ever really want to go from a bunch of rich media sites to your home page. Or you don’t really want to go… you could go from clips to your home page … but the reason that we’re doing this is
The distribution strategy we just kind of talked about that, but in a practical way, it starts with rich media and then it goes to YouTube clips, and then from YouTube clips, we want that to go to YouTube sermons and full-length, and from there we want it to go to your website sermon page and then to your website home page. We talked a little bit on the last slide about why that matters, so I’m not going to go into that again, but again, these slides are available, this presentation is available for download at churchhacks.ministrywebsitedesigns.com. I know that I’m sending a ton of information out there with you, but I would again, love to add value to your ministry and answer any questions that you have about this particular topic.
Here’s a list of rich media websites. This is some of them. These are the ones with the highest authority. These are also the ones that are going to allow you to have a do follow link and again without getting into too many technical aspects of search engine optimization, or technical SEO, the do follow link is a good thing because
So, here’s the thing: we have just talked about the value of videos and how they will drive people to your website. With that in mind, your website certainly matters. You want to make sure that your website is constructed in a way that people can find what they’re looking for; they can easily navigate how to give to you, how to find your next event, how to find your upcoming events, how to find your previous events, how to find your sermons and all of these things. You want to make sure that it’s able to handle the traffic that’s coming into it. You want to make sure there’s obviously mobile responsive. You want to make sure that it’s got a good foundation with some good solid design. The reality is today, that design is directly correlated with trust and if you have a poor design on your website, people are going to be less likely to trust you. And although they may follow these videos through the progression of this funnel that we’ve created, if they land on your website and it’s in a poor design or in a poor state or it loads slowly, all of the trust that you’ve built over that period of time, you’re going to lose it when people get to your website. So having a good quality website is unbelievably important.
I know I covered a lot. It might seem very difficult. There are a lot of moving parts to this. But I want to communicate to you the value of what this is going to do. Again, it’s going to create an unlimited amount of content for your ministry. It’s going to skyrocket your website in Google. It’s going to create content for you to increase your email open rate. The fact is, although it may be a little difficult for you to understand the technical aspect of the structure and things like that, that I’ve been talking about, if you can grasp these concepts, ultimately it’s not that difficult. Again, I’m here to help support whatever it is that you want to do, but if you can grasp these concepts, you’re going to increase the relevance of your church, you’re going to increase the influence of your ministry. You’re ultimately going to increase your church body and your
With that said, even with going back and watching the video again, maybe it becoming still a little too
I hope this was valuable to you. Again, I’m very thankful for the opportunity to share this with you. I have enjoyed this entire process. Daniel, again the guy that is behind this whole church hacks idea, is an unbelievable guy with an unbelievable heart to serve the church. It’s a blessing for me to be here. Pay attention to this guy because he really wants to see you succeed. He’s doing everything in his power to make that happen.
Thanks again. Again, I’m Tyler Rominger. It’s been a pleasure.