Is funeral home marketing something that your firm struggles to find time for? You’re not alone. Almost half of small businesses spend less than two hours per week on marketing efforts, per Fundera.
As the Senior Content Specialist on Frazer’s marketing team, this is a very alarming statistic to see. Without investing time in creating a clear marketing strategy, your funeral home doesn’t have a true understanding of your target audience. You also may be missing out on potential client families for your funeral home.
That’s why I want to share some of the best advice from our redesigned marketing eBook. Below are our top three funeral home marketing tips to implement into your firm.
Interested in learning more about our marketing packages? Contact an account representative at 888-3346-8770!
Do Your Research
Before you put a marketing strategy in place, you need to know your potential client families. Your target audience isn’t just families. You need to do research about their demographics. How old are your clients? Do they prefer shopping online? What are their end-of-life preferences? How much money do they have in their savings? These are all important questions to know the answers to.
Once you’ve done your research, you can create buyer personas — which are semi-fictional representations of your client families. Then, when starting a marketing strategy, your firm can determine which persona(s) you’re targeting. For example, you may want to create personas for an at-need client and a preneed client, since the approach when working with these clients is different. Or, you can create personas based on the different religious beliefs in your community or another important demographic.
You also should research your competitors. Find out what services they offer, their product prices and any promotions, what marketing strategies they’re utilizing, and other useful information. To learn how to conduct marketing research, download our free marketing research eBook!
Build Relationships Online
Your funeral home should take advantage of the internet to continue to nurture your relationships with client families and find potential client families. First off, you need to have a responsive funeral home website. Not only is a responsive website user-friendly, but it also boosts your search engine optimization — which increases the chances of families finding your website. You also need a social media presence, especially on Facebook.
With website forms for downloading content, social media ads, and other lead generation techniques, you can gain more potential client families for your funeral home. To learn more about lead generation, download our free lead generation eBook!
You also need to be aware of online reviews about your funeral home. These can be on your firm’s social media pages and review websites like Yelp. Potential client families can see these, so it’s important to respond to them, whether they’re positive or negative. It gives your funeral home a chance to show that you care about your families and providing excellent service.
Most importantly with funeral home marketing, remember to be human. Don’t get too caught up in the sale and come across as not caring. This is especially important in the funeral profession since families are grieving the loss of a loved one.
Go into the arrangement conference with the mindset of being a salesperson but not coming across as one. Focus on listening to families’ funeral wishes and giving them useful information, not a sales pitch. For example, create helpful guides about your funeral service types, payment options, and more. By doing this, you’re letting your products market themselves.
Want to learn more funeral home marketing tips? Download our free redesigned marketing eBook!