The various processes of funeral home marketing online, as opposed to traditional means, aren’t entirely like those of other industries.
You wouldn’t want to use the quite the same language or follow the same structure as you would for a real estate company or an electrician. Promoting death care services obviously requires a more nuanced, caring approach. No funeral home wants to come off as brash or overly obsessed with the bottom line — that’s not how you attract pre-need or at-need clientele.
But that also doesn’t mean you need to reinvent the wheel when you design a funeral home marketing campaign. Many of the same tools Ring Ring Marketing uses for other industries are just as effective — some even more so — for funeral homes. They simply need to be employed in a more thoughtful way, one that respects the clientele and particular considerations of death care.
Many different techniques work well for promoting a funeral home online. Here are a few in particular:
A mobile-friendly, high-converting website:
Before even worrying about anything else regarding funeral home marketing, make sure your website is good to go. Here’s what I mean:
Simply having a website isn’t enough in 2016. These days, far too many commercial websites still display poorly, if at all, on mobile devices. They were designed years ago to look acceptable on desktop computers, but that doesn’t mean they work on mobile devices. This is often especially true for very traditional businesses such as local funeral homes.
These days, many consumers are researching services and products on mobile devices. If the desktop version of your site is all they get when they pull it up on a smartphone, many visitors will exit immediately. They’ll never give you a chance to make a case for your business.
A website that’s optimized for mobile devices is clear and easy to navigate on small screens. It will take advantage of mobile technology such click-to-call, which lets them directly call your funeral home with the touch of a button.
Also, Google knocks down the rankings of websites that are not optimized for mobile viewing. To rank highly in organic search — the standard, non-paid listings — be sure your site plays well with smartphones and tablets.
In addition to making sure your site is mobile-friendly, it must be designed specifically to drive conversions: to turn visitors into clients, driving case counts. This is done by ensuring easy navigation, compelling content and a clear, persuasive call to action on every page — all while maintaining a professional, respectful tone that reassures visitors that you’re the best choice for them.
Reputation management/online reviews
Every single business is now subject to online consumer reviews, and death care businesses are no different. it’s especially critical for a funeral home to have an impeccable reputation online, because trust is such a critical aspect of the client-provider relationship.
A skilled marketing expert can help you monitor your business’s reputation on sites such as Google, Yelp and Facebook, mitigate the damage of negative reviews and encourage positive reviews. At Ring Ring Marketing, we make this a foundational aspect of any funeral home marketing campaign.
Search engine funeral home marketing: An exceptional way to target at-need clientele online is search engine marketing. This is essentially the process of using major search engines such as Google to promote your business.
When there’s a death with no pre-need services in place, a family member will often go online and do a simple search for a funeral home with the location, such as “Austin funeral homes.” The funeral homes most distinctly represented on that search will have a great advantage over competitors at getting that call.
To ensure excellent search engine rankings in funeral home marketing, it’s best to concentrate on these three areas:
- Pay-per-click advertising: PPC ads are simple tools that get high visibility on the search engine results page (SERP) for a specific query. One of the best aspects is that you’re only charged when someone clicks on the ad, sending them to your website or a specially designed landing page for your business. PPC ads also create immediate visibility, unlike organic search results, which can take months to reflect optimization efforts.
- Local search map advertising: This tool ensures that your funeral home appears on a map of search-specific businesses on the SERP. At-need clientele typically want a provider who is close by, and this lets them see your location at a glance. It also increases your visibility on massively popular apps such as Google Maps.
- Organic search results: These are the standard unpaid results on a given SERP. By improving search engine optimization (SEO) on your website, your funeral home appears higher on this list, increasing the likelihood of conversions.
As I noted, it takes longer for SEO to show results, but it’s still very important. By combining SEO development for organic ranking with PPC ads for immediate high-page placement, you cover all your bases.
- Mobile marketing: These ads are most often viewed on a smartphone, so you can leverage the device’s most basic technology — it’s a phone, after all — to make contacting you convenient. No one wants to go through a complex process to reach any business, and this is especially true for a grieving family member immediately following a death.
Again, click-to-call ads let people call your business with a single touch on their phones. A single touch converts a potential client from online to a live phone conversation, letting you provide answers and explain how you can help this person in a time of need.
Mobile marketing is also one of the easiest marketing methods to track. When you receive a phone call, a clickthrough or a website visit through mobile marketing, analytics provide you all the information on how that contact originated. These analytics are comprehensive and extremely useful for reorienting your campaign whenever needed.
You also can employ mobile marketing for effective targeting of at-need clientele. This type of engagement puts your business front and center to mobile users in specific locations, such as a hospital.
That’s just a selection of the many techniques we use at Ring Ring Marketing to promote your services on the internet. The important thing is to get started on some sort of online funeral home marketing plan as soon as possible.