To get the most from your funeral home marketing, you should not only spread your messaging across a variety of channels but also employ several different approaches.
For example, funeral homes providing at-need services are often marketing to a “problem-aware” audience: A loved one has died and the family needs help immediately. That’s the “problem” the family must solve, so your marketing can focus on the “solution.” That type of marketing works very well; however, you must remember that not everyone in your target audience is problem-aware. Specifically, to generate more preneed calls, you should focus on intent-based marketing and branding.
As Welton Hong explains, the optimal preneed campaign employs techniques that generate awareness in the local audience, taking people on a journey from initially being unaware to a fully aware state. By educating people on the benefits of funeral prearrangement, you make them aware of a need they previously didn’t realize they had.
At the same time—aided by credibility boosters such as supercharging your online reviews—you build your brand as a premier provider of local funeral services, which will help you generate not only more preneed sales but also more at-need calls.