Christian Business Advertising

Both secular and Christian business advertising have the primary goal of promoting a product or service to a target audience. In other words, almost every business owner or management team wants potential customers to select their product or service instead of that of the competition. Even so, Christians who own or manage businesses often have a higher vision for their companies than just gaining a certain percentage of market share or exceeding a specific sales revenue objective. Of course, these types of goals and objectives are important if the company is going to stay in business. But commercial success is secondary in a worldview that places God above all else. Christians almost always see their professions, whatever they may be, as a calling and often find a way to minister to others through that employment. As Paul wrote to the church at Colossae: "And whatever you do, whether in word or deed, do it all in the name of the Lord Jesus, giving thanks to God the Father through him" (Colossians 3:16-17). This is an especially encouraging verse when a task is boring or unfulfilling. God still expects His followers to do the task as completely as possible and to His glory. Christians are a witness to coworkers when mundane tasks are done with a cheerful and grateful attitude. This can be said to a type of Christian business advertising that money cannot buy and that can reap eternal rewards.

Christians who own and manage businesses can utilize many of the same marketing and promotional strategies as anyone else. For example, the company can buy local newspaper ads or time on an easy-listening radio station. Advertising choices such as these will be determined by the business's target market. But Christian business advertising also has unique marketing opportunities that may be closed to firms that are secular in nature or that aren't owned or managed by Christians. For example, consumers in many communities can obtain a yellow-pages type directory that lists companies and organizations that proclaim themselves to be Christian-based. Some of these companies may be easily identifiable, such as a Christian bookstore or Bible-based private schools. But the vast majority will be typical businesses and organizations that are either owned by Christians of have a Bible-based philosophy. Bible-believing professionals, such as accountants, attorneys, real estate agents, and veterinarians may choose to advertise or list their businesses in these types of directories. So will a variety of different retails stores, independent contractors, and other types of companies.

Consumers who prefer to do business with people of faith appreciate this resource. They have confidence in the informative listings that can be found in a Christian business advertising directory. Online versions of the print directories are also becoming popular. For some companies, the potential global reach of this type of advertising makes financial sense. However, even companies that aren't seeking international customers may benefit from being included in an online Christian-based directory. An important goal for any website owner is to attract visitors to that website. There are several marketing strategies for increasing website traffic, such as purchasing banner ads and utilizing search engine ranking techniques. A simple way to increase one's internet exposure is to be listed in appropriate and relevant directories. Some of these online Christian business advertising ventures provide listings free of charge, in exchange for adding a link to one's website, or for a fee.

Christians who are interested in having their businesses listed in online directories should research these opportunities with as much diligence as they would any other partnership. Information about the directory firm's mission statement and goals should be easily accessible on the directory website. The Christian-based company will want to be sure that the directory firm's values are in agreement with its own before applying to be included in the online listings. On the other side, the directory firm may request a statement that the applicant adheres to certain business principles and practices before agreeing to list the company on the Christian business advertising directory website.

Directories, whether printed or online, are not the only unique marketing opportunities available to Christian-based companies and organizations. Many large metropolitan centers have a television and/or radio station dedicated to religious and family-values programming. It's common for only Christian business advertising to be allowed on these types of stations. A major Christian radio station in one metropolitan area carries no advertising at all, but depends instead on donations and contributions to support its ministry. Bible-based businesses in the area are able to receive recognition by supporting various programs and community outreach efforts that involve the radio station.

Advertisers who want to reach Christians may also choose to buy ads in Bible-based magazines and periodicals. These range from local magazines that are distributed free of charge at certain businesses or even churches to regional or national subscription-based magazines. Whether through print or online directories, television or radio stations, or small or large periodicals, the advertising venue largely depends on the specific company and industry, the products and services being advertised, the target market, and the marketing budget. Depending on these factors, Christians who own or manage companies may choose to restrict their marketing effort to Christian business advertising venues. But they can also choose to broaden their advertisements to reach a general audience, too. The important thing to remember is that service is more important than success and ministry is more important than money. And Christians can serve and minister others in whatever occupation or profession God has called them to for His purposes and His glory.