Chapter 8. Create your distribution strategy

Click on a section title to jump down the web-page:

A.         Who are you trying to reach?

B.         What do you want people to do when they access your content?

C.         Where do your visitors live and access your content?

D.         How will you inform others where to go to find your content?

E.          Now that you have your strategy, what do you do next?


A. Who are you trying to reach?

1. For your distribution plan to be effective, you need to consider who is most likely to engage with your content.

2. To make this easier, you can imagine one person who would represent your group. Later you should do this for other people in your area or country.

a) That person has a name.

b) That person has a gender.

c) That person has a place to live.

d) That person has a level of education.

e) That person has an occupation.

f) That person has a religion or a belief system.

g) That person has likes and dislikes.

h) Do you have a photo of him/her?

3. Can you make a sentence that would sum up his/her outlook on life or things that are important to him/her? For example:

Susan is a woman who values her family and works hard to provide and care for them. She is concerned about treatment of women in India, has no college degree, and uses her cell phone constantly. Her family are believers in Hinduism.

4. What is that person’s status?

a) How much does her religion or value system affect her life?

b) What things does she lack?

c) How satisfied is she with her life?

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B. What do you want people to do when they access your content?

1. Do you want them to read your content?

2. Do you want them to comment on your content?

3. Do you want them to download your content?

4. Do you want them to engage with a community of Jesus-followers who use the material you provide?

5. Do you want people to strengthen their walk with Jesus because of engaging with your material?

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C. Where do your visitors live and access your content?

1. Their location makes a huge difference as you build your strategy.

2. What is their geographical location?

a) This might determine if you use printed material (business cards, info cards, pamphlets or brochures).

b) Location may significantly affect the speed and ease of access to the internet.

3. Where they go to use the internet?

a) Do they get internet access via their phones? Or via a computer?

b) What is the predominant telephone in the area? Android, iPhone, Microsoft, other?

4. What do they do when using the internet?

a) Do they watch videos?

b) Do they listen to the radio?

c) Do they listen to music?

d) Do they watch YouTube videos?

e) What social media platforms do they use the most?

f) If you want to connect with them on social media, you need to know where they are, and you need to go there.

g) Is Facebook, Instagram, or other social media effective in reaching others?

h) Is it doing well? Explore, listen, and engage with others there.

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D. How will you inform others where to go to find your content?

1. Inform broadly.

2. Reach as many as possible with your message by promoting your story or information different ways.

a) Facebook, Instagram, or other social media is one way to inform others.

(1) You may need a different profile than your personal one.

(2) You also may want to make your posts public and not just for your friends.

(3) This can open your feed to negative comments, but that is okay if you know that up front and are prepared to deal with it.

(4) This method is more effective when also informing broadly to a group you already have relationships with.

b) Radio advertising

c) Google Ads

d) Facebook Ads

e) Handouts or flyers

f) Word-of-mouth

E. Now that you have your strategy, what do you do next?

1. If you need to print something, you need to talk to someone else.

2. If you want to create a website, then you are at the perfect location.

3. If you want to create an app, we can help.

4. If you want to utilize social media, then we can give you some advice and help.


This video for the module above is taken from the Wildfire Tutorial Video series.

04 Distribution Strategy

 


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