Have you wondered what is the most important elements of your funeral business marketing plan? Google, Social Media, and your website are some of the elements that come to mind. Continue reading below as I provide my insights to this important question below.
Question: Part of my 2022 goals for my business is to improve on the marketing activities of our funeral home. What is one thing we should work on first to improve our marketing plans?
Nicole Vullo: To me, there is not better time to improve on your marketing efforts than this very moment. In our 2022 Funeral and Cemetery Consumer Behavior Study, one of the finding we discovered is that consumers are relying heavily on your website to make their decisions as to whether to use your business for their needs. In fact, 70% of consumers want to see pricing for all products and services online. Now, this should not frighten you at all. What this should do is spark some innovation in you. Innovating your marketing strategies does not have to be complex.
Here are some ideas to help you innovate your business to meet the new funeral and cemetery consumer:
Create Google Campaigns
Allocate part of your marketing budget to Google Ads. Google Ads is a digital advertising platform that allows you to bid on keywords specific to your business (think of words like “funeral home near me” or “funeral preplanning”). It also provides display advertisements on your business and service offerings, and product listings.
Make sure your website is user-friendly and easy to be found
Having a functioning website allows for your current and prospective client families to learn about your business and how you can help them during their time of need. A winning website is one that is easy to navigate and is updated regularly. Think of the things your clients need quickly: your contact information and address. These need to be visible in the top navigation of your website.
To make your website easy to be found, it is important to use content-rich keywords in your messaging. Think of the words your consumer would be searching for and make sure to properly incorporate them on your website. Having the right content on your website will also help your organic search. You always want to have healthy mix of organic search in addition to paid search.
Increase your social media visibility
Social media plays a huge role in the success of your business. Since transparency is something deeply valued by most consumers, you need to take that into consideration when promoting your business on social media. Your social media approach for your business needs to have a combination of business promotion and thought leadership that will lead your audience to reach out.
I know it is not easy to revamp your marketing strategy. It is something that takes time and patience, but it is important to note that there are a wide range of agencies and suppliers that can help you and serve as an extension of your business. Don’t be afraid to reach out to them for their insights and assistance with your marketing goals.