CEMETERY MANAGEMENT & CELEBRATION OF LIFE SOFTWARE
Top Trends in Funeral Marketing
Funeral directors and managers have proven to be resilient by overcoming challenging obstacles associated with COVID-19 over the past couple of years without sacrificing their core values. Thanks to technology and creative measures, the pandemic has not stopped funeral homes from successfully marketing their products and services.
While end-of-life services will always be needed, it is imperative that funeral industry professionals use updated marketing techniques to increase their customer base, engage with tech-savvy younger generations and stay ahead of their competition.
Creative Marketing Strategies are Keeping Funeral Homes Alive
When funeral homes implement the following marketing techniques, they can increase their customer base by capturing the attention of a wide variety of prospects.
Digital and Hybrid Events – COVID-19 and government mandates put the brakes on in-person meetings and conferences. Virtual meetings have bridged the gap by making it possible for people to still have face-to-face meetings. For funeral directors and managers, this technology allows them to continue conducting business in a candid manner while ensuring the health and safety of their customers as well as themselves.
Many funeral homes are experiencing rapid growth in their loyal customer base by hosting free webinars. These events can be 100% digital or hybrid, a mixture of attendees both online and in-person and give customers an opportunity to learn more about funeral and burial options, ask questions and connect with the directors and managers who will be part of this personal process. There is a wide range of webinar topics that are attractive to people, and some of the most popular are ‘how to’ themes that discuss funeral pre-planning and creating a digital legacy.
Funeral directors and managers have seen positive results after holding virtual open houses. They have discovered that people are comfortable with live virtual tours of their funeral home, and these events often lead to further engagement. Funeral managers believe it is beneficial for everyone when the comment section is active during the livestreaming event, so they can answer questions in real time.
Also, when a company takes the time to educate people at no charge, their reputation as a trustworthy business is solidified.
Vehicle Wraps and Magnets – This type of marketing is passive, but impactful. By turning your company’s vehicles into traveling billboards, you can reach a greater number of people. Be sure your funeral home’s phone number is prominently displayed on the sides and rear of the vehicles. Some funeral homes include a short, heartfelt message on their vehicle wraps.
If your staff members take their company owned vehicle home at the end of the day, you may want to go with magnets instead of wraps because some homeowner associations prohibit vehicles with advertising to be parked overnight.
Media Outreach – There are several ways to reach the public without paying for advertising – though it does take a little time and strategy. Public Relations professionals use many tools to market their businesses, including press releases, media pitching and interviews. A press release is a great opportunity to introduce new staff members, publicize new products and services or promote special events. Sending the release to local or industry media in an effort to get publicity is a great way to reach a wide audience and raise awareness of your business.
While this type of marketing has traditionally been used to announce the grand opening of a business, many funeral homes are relying on press releases to introduce new staff members, publicize new products or services, and promote events such as free webinars.
Press releases reach a widespread audience, so you are bound to capture the interest of people who need your services but were previously unaware of your funeral home.
Digital Newsletters – Sending newsletters is an excellent way of staying top-of-mind with your email subscribers and local businesses. The frequency of the newsletters can be monthly or quarterly, and the content should be interesting and reflect the caring nature and professionalism of your funeral home.
Include brief articles about the latest trends in the death industry and write about updates happening within your funeral home. If you have hired a new staff member, this is a perfect way to introduce them.
Testimonials – Nothing sparks greater confidence in a business than a positive testimonial from legitimate customers. Do not be shy about sharing these outstanding compliments! Create a page on your website dedicated to testimonials and publish at least one in each of your newsletters.
Partner with Local Businesses – Get in touch with a florist or caterer in your area and propose a mutual marketing agreement. Offer to include an ad about their business in your newsletter or plug them on your social media platform and they can return the favor by doing the same for your company.
Your newfound partnership can include reciprocated interviews. Reach out to a local crematorium or green cemetery and request that they participate in a question/answer session that will be published in your blog, newsletter, or social media feed. They will appreciate the free publicity and will be happy to do the same for your funeral home.
When the opportunity presents itself, you should recommend the businesses you have partnered with to your customers, and they will most likely do the same for your company. Professional recommendations will do wonders to strengthen your company’s reputation.
Modernized Marketing is Helping Funeral Homes Thrive
Technology and creative innovation have helped funeral homes circumvent the barriers created by COVID-19 and government mandates. If your mortuary business has struggled with these challenges over the past couple of years, using updated marketing strategies will increase your loyal customer base and bolster your revenue.
After gaining greater exposure for your funeral home by employing the suggested marketing techniques, EverArk will take your business to the next level.
This state-of-the-art software is giving the death care industry the tools it needs to serve customers from a distance. Through EverArk, funeral directors and cemetery managers are providing an online shopping experience, so people can purchase products and arrange services from the safety and comfort of their home.
Death care professionals can even host a webinar using the EverArk software to demonstrate how easy it is to create a digital legacy.
If you are interested in finding out how EverArk can reinforce your up-to-date marketing techniques, request a demo today!