Funeral Home Marketing https://www.funeralhomeprofits.com Wed, 19 Jun 2019 06:19:29 +0000 en-US hourly 1 Is Google My Business Really Effective for Funeral Home Marketing? https://www.funeralhomeprofits.com/blog/is-google-my-business-really-effective-for-funeral-home-marketing/ Tue, 16 Jul 2019 13:00:20 +0000 https://www.funeralhomeprofits.com/?p=1714 Google My Business is yet another digital factor you have to keep track of, so it’s not surprising that funeral homes might ask whether GMB is worth the effort. The […]

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Google My Business is yet another digital factor you have to keep track of, so it’s not surprising that funeral homes might ask whether GMB is worth the effort. The answer is yes, because it only takes a little time and effort to get maximum benefits from your Google My Business page. Here’s why:

GMB Provides Another Way for You to Show Up for Searches
Let’s face it: Google can be a bit narcissistic. Like any business online, if it can show off its own properties, it will; the search engine is typically keen to display GMB results when they’re relevant to a person’s search.

But that can be good for your funeral home marketing, because it creates another path to the organic search results. In many cases, your site might show up in page one while your GMB page appears in the sidebar, Local Pack or Google Maps listings. That increases the chance that the searcher clicks on your site.

And given that GMB information (including your business phone number, last GMB post, and reviews) can show up on the search page, consumers might become more familiar with your company even without clicking.

For funeral homes, that’s a prime opportunity to connect with families in need. Make sure your phone number is listed on your GMB page and consider implementing a GMB call button. That lets at-need families call you directly from your GMB profile before they can navigate to other pages or get distracted by your competition.

Consumers Increasingly Expect Businesses to Manage Their GMB Profiles
Consumers also expect you to have an updated and accurate GMB page. Over 30 percent turn to GMB to find the most up-to-date information about local businesses, and half use GMB to get directions to a company’s location. A third check photos on GMB pages, making this a great location for funeral homes to present images of service locations and family rooms.

With so many people turning to Google My Business to discovery and interact with local businesses, you can’t afford to leave it out of your funeral home marketing efforts.

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Funeral Home Marketing: Why You Must Keep Major Listings Updated https://www.funeralhomeprofits.com/blog/funeral-home-marketing-why-you-must-keep-major-listings-updated/ Tue, 09 Jul 2019 13:00:38 +0000 https://www.funeralhomeprofits.com/?p=1711 A few decades ago, individuals could rely on up-to-date business info arriving periodically on their doorsteps in the form of phone books. Today, consumers instead turn to the internet to […]

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A few decades ago, individuals could rely on up-to-date business info arriving periodically on their doorsteps in the form of phone books. Today, consumers instead turn to the internet to ferret out funeral home and other death care company contact info. And it’s up to you to make sure your listings are accurate.

Here are three reasons it pays to spend a little time each month ensuring your major online listings are accurate:

  1. Individuals are less likely to trust your company or seek your services if you don’t. About half of all consumers say they might not work with a business if the company’s website didn’t have accurate information.
  2. Many consumers get your contact info from online profiles. In fact, almost 65 percent say they find information such as company phone numbers via Google My Business pages. They also look to GMB for hours that you’re open and directions to your business. If this information is inaccurate, you could miss out on a connection with a family in need—and the potential client simply moves on to the next funeral home on the list.
  3. Accuracy across multiple profiles helps build authority. When your company contact info is the same on your website, social media profiles, GMB page, and other sources, that signals to Google (and consumers) that you’re a potentially trustworthy firm. That can boost your performance in the search engines.

Obviously, you don’t control the entire internet. But your funeral home content marketing efforts should include ensuring your company contact information is accurate on:

  • Your own webpage (there’s simply no excuse for getting this one wrong)
  • Your Google My Business profile
  • All your social media pages
  • Any major industry or local listings, such as your local Chamber of Commerce

Make a checklist of the sites and listings that matter most for your company and target audience, and check them monthly or quarterly to ensure all the information is up to date.

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Seven Must-Know Numbers for Funeral Home Search Engine Marketing https://www.funeralhomeprofits.com/blog/seven-must-know-numbers-for-funeral-home-search-engine-marketing/ Tue, 02 Jul 2019 13:00:11 +0000 https://www.funeralhomeprofits.com/?p=1703 Do you feel like the top of the search results page is out of reach for your death care company? It’s not impossible to land in the lucrative top three […]

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Do you feel like the top of the search results page is out of reach for your death care company? It’s not impossible to land in the lucrative top three results for relevant searches when you understand how funeral home SEO actually works.

Check out these seven stats and facts about the SERPs to learn how to create more SEO value on your pages.

  1. Obvious results get the top spot regardless of other SEO factors. If someone in Dallas specifically searches for Restland Funeral Home, that business will get the top spot. Name recognition matters, and when you drive that with other efforts—such as paid ads, social media profiles, and a presence in your community—you increase the number of people who search specifically for your company when they experience a time of need. Just make sure the name touted locally matches what you have on the page.
  2. Almost 50 percent of traffic goes to the top organic Google result. So landing there based on your brand is excellent news, but you can’t rest on those laurels. It’s worth chasing the top spot based on other factors, such as quality content and smart keyword research, so you show up for searchers that don’t call on your name specifically.
  3. Close to half of the top results are featured snippets. Featured snippets are 40ish-word answers to commonly searched or asked questions. Incorporate these on your pages as a subheading that asks the question and short content directly below that answers it. Funeral home marketing lends well to this because you can explain concepts related to topics such as cremation, burial benefits, or preplanning.
  4. Around a third of top Google results have relevant keywords in the H1 tag. It’s easy to include phrases from your keyword research in your H1 and title tags, so don’t skip this low-hanging SEO fruit.
  5. Pages that earn a top-three spot in the SERPs tend to have word counts over 1,000. But quality still trumps quantity, so don’t wring 1,000 words of fluff out of a 200-word topic. Instead, consider building pillar pages that answer a group of related topics to get to word count.
  6. More than 90 percent of all page-one Google results sport HTTPS designations. Security is a must in today’s market, especially if you’re asking for personal or payment information on your site. Some consumers won’t interact with a page that doesn’t have the HTTPS designation, and Google definitely favors it.
  7. Pages landing in the top spot on Google tend to have an average of 1,900+ backlinks. Don’t let the number intimidate you; it drops to 400 or less for pages in the second spot and beyond. Death care companies can garner links from other domains by publishing relevant, helpful content that others are likely to share or link to.

Some of these steps are easier to accomplish than others, but by keeping them all consistently at the forefront of your funeral home marketing efforts, you can increase your performance in SERPs.

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Five Tips for Timing Funeral Home Marketing Emails https://www.funeralhomeprofits.com/blog/five-tips-for-timing-funeral-home-marketing-emails/ Tue, 25 Jun 2019 13:00:56 +0000 http://wordpress-203459-881245.cloudwaysapps.com/?p=1682 Send marketing emails at the optimal time can skyrocket open rates and click-through rates, which in turn generate more ROI for this funeral home marketing effort. But knowing when to […]

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Send marketing emails at the optimal time can skyrocket open rates and click-through rates, which in turn generate more ROI for this funeral home marketing effort. But knowing when to send emails requires that you understand the target audience for each campaign.

Here are five facts and tips to help you time your funeral home marketing emails flawlessly:

  1. General statistics and best practices can make a difference in email marketing ROI, even if you don’t have any other information about your target audience. For example, if you’re targeting consumers in general, try sending emails at noon on Saturdays.
  2. Understanding your target audience and their general habits helps you find an even better time to send marketing emails. If you’re sending preplanning emails and want to target middle-aged individuals or those whose elderly parents might need assistance in planning, MailChimp numbers say 10 a.m. is the best time. On the other hand, if you’re targeting retirees, you might try 9:30 a.m. or 4 p.m.
  3. For almost all audiences, a dead zone occurs late at night and in the wee hours of the morning. For general audiences, that period extends from 10 p.m. to 6 a.m. Unless you’re targeting college students (who check emails late at night) or C-suite executives, who are known for checking emails in the earliest morning hours, avoid the dead zone.
  4. If you’re targeting an audience that is likely to work day jobs, weekday promotional emails may perform best between 5 p.m. and 10 p.m. This is when working individuals often unwind and sort through their personal email.
  5. You might be able to catch email readers during afternoon break periods if you time emails just before 3 p.m. during their timezone and make the headline catchy and helpful.

The tips above draw on general concensus for a variety of industries. Your audience is always going to be slightly different, so take time to gather metrics about your own funeral home marketing efforts. That will let you tweak the timing of future campaigns for even better performance.

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Why Funeral Home Marketers Should Pay Attention to This New GMB Option https://www.funeralhomeprofits.com/blog/why-funeral-home-marketers-should-pay-attention-to-this-new-gmb-option/ Tue, 18 Jun 2019 13:00:24 +0000 http://wordpress-203459-881245.cloudwaysapps.com/?p=1678 Online reviews are increasingly important to business success in any industry. People want to see at least 40 online reviews before they buy into your star or quality rating, and […]

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Online reviews are increasingly important to business success in any industry. People want to see at least 40 online reviews before they buy into your star or quality rating, and building trust is a huge component of success in the death care niche.

That’s why it’s important to seek out reviews by tactfully asking for them from satisfied families or other clientele. Yes, it involves a bit of work and communication on your part, but your future conversion rates and revenue will thank you.
Plus, Google is rolling out a new option that can help you make even more of the positive online reviews satisfied families leave.

The change is rolling out in select countries first and involves Google suggesting 4-star and 5-star reviews as GMB posts when you log in to your profile. You’re provided the option to edit the reviews by shortening them or adding images and links before you post, and the right use of this option puts a lot of marketing power into your hands. Here’s why:

  • Consumers are more likely to trust online reviews than messaging from the company itself, which makes sense. Anyone can say they offer friendly, compassionate funeral home services, but a review saying that someone experienced this from you puts the proof in the pudding.
  • GMB posts are live in search for up to a week by default, and you might be able to set your posts to extend that to two weeks. That means they’ll show up for relevant search results on your GMB profile and sometimes in Google Maps and organic search results. Turning reviews into posts every week or two is a fast way to generate SEO content for your profile.
  • Some reviews provide an easy segue into a targeted call to action. For example, if someone has praised your preplanning services in their review, you can include a CTA and link to your preplanning page in your GMB post.

With Google sorting through and offering up positive reviews for your GMB posts, this new opportunity is an easy one to leverage for funeral home marketing. Once this option goes live on your account, consider checking once a week to find a review you can convert into a persuasive GMB post in just a few minutes.

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Two Ways GMB Short URLs Enhance Funeral Home Marketing https://www.funeralhomeprofits.com/blog/two-ways-gmb-short-urls-enhance-funeral-home-marketing/ Tue, 11 Jun 2019 13:00:24 +0000 http://wordpress-203459-881245.cloudwaysapps.com/?p=1675 When it comes to your Google My Business page name and URL, less probably is more. Long names and complex URLs are hard to remember and might not lead to […]

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When it comes to your Google My Business page name and URL, less probably is more. Long names and complex URLs are hard to remember and might not lead to high click-through rates.

Luckily, recent reports indicate that Google is rolling out an easy-to-use name and URL shortener for your GMB pages. As this change hits accounts, you can log into your GMB profile, select the info tab, and click on the option for “Add profile short name.”

These are two reasons why using this tool can enhance your funeral home marketing online:

  1. Short URLs Are Easier to Share
    Many platforms limit the number of characters you can use in posts, text ads, or profiles. Short URLs take up less of your valuable character count, leaving more letters for your marketing message. And in the death care industry, where you might want to include assurances, explanations, or comforting words in marketing messages, gaining more characters can make a huge difference.Plus, short URLs also make it easier for other people to share your content, which can expand your reach online.
  1. They Promote Trust
    Concise URLs tend to look less suspicious than longer URLs filled with numbers and confusing character strings. With people becoming increasingly aware of phishing schemes and other scams, a short, professional URL is more likely to inspire trust.That’s especially true with the new GMB URLs, which can contain a simple version of your company name. That’s an improvement upon using URL shortening tools, which leave consumers questioning where the link will actually lead. In fact, a branded short link (that’s what you get when you customize your GMB link) inspires about 40 percent more click-through than a generic short URL.

    It’s a little thing, but solid online marketing occurs when you stack good decisions and content repeatedly to build your strategy. And since shortening your GMB URL takes literally seconds once Google offers you the option, this is an easy decision to make.

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Funeral Home SEO: What It Is, What It Isn’t https://www.funeralhomeprofits.com/blog/funeral-home-seo-what-it-is-what-it-isnt/ Tue, 04 Jun 2019 13:00:01 +0000 http://wordpress-203459-881245.cloudwaysapps.com/?p=1672 Are you regularly talking about how much traffic your funeral home website is getting or whether you’re showing up as the top spot in Google for search terms? It’s great […]

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Are you regularly talking about how much traffic your funeral home website is getting or whether you’re showing up as the top spot in Google for search terms?

It’s great if you are, but you should also keep SEO performance in perspective. Search engine optimization is a necessary resource in your funeral home marketing toolbelt, but it’s not a magic wand you can wave to succeed at business goals.

What Funeral Home SEO Is

Search engine optimization is a broad term that covers all the actions you take to try to influence where your pages appear in the search engines.

It’s important because the top spot in search results gets close to a third of the total traffic, and around 60 percent of the traffic goes to the top three spots. If you’re not showing up in the first page of listings, you probably won’t see much traffic at all, because a whopping 92 percent of people click on one of those first 10 links when they search.

Funeral home SEO is what lands your pages in the top 10 (or more optimally in the top three) so you can attract new traffic and expand exposure for your company. Other benefits of SEO include:

  • Targeting the right searchers (people who are interested in funeral home or death care services)
  • Controlling the way your company is seen when people search (which helps control your online brand and reputation)

What Funeral Home SEO Is Not

SEO is a marketing tool, not a sales tool. it’s a fine but critical distinction, because many companies fall into the trap of chasing SEO metrics without tying them to business goals.

It’s safe to assume that you didn’t start a funeral home with the sole intent of getting massive views online. And while solid SEO does score you page views, it doesn’t convert customers or even cause them to engage with your company. Your onsite content—that’s the sales part—has to do that.

In short, funeral home marketing is a multistep process. SEO helps the right users find your pages, but you have work to do after that to show off your expertise, engage with visitors and persuade them to take the next step in the decision-making or buying process.

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LinkedIn Advertising Update: Three Boons to Death-Care B2B Marketing https://www.funeralhomeprofits.com/blog/linkedin-advertising-update-three-boons-to-death-care-b2b-marketing/ Tue, 28 May 2019 13:00:33 +0000 http://wordpress-203459-881245.cloudwaysapps.com/?p=1664 Death care is very much its own type of industry, so if you’re a vendor in that world, you know how important client service and reputation matter. If you’re struggling […]

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Death care is very much its own type of industry, so if you’re a vendor in that world, you know how important client service and reputation matter. If you’re struggling to get your death-care products and services in front of the right decision-makers, you should take a close look at recent LinkedIn updates:

1. The Ability to Target Lookalike Audiences

This is all the rage in both B2B and B2C advertising today, and for good reason: LinkedIn leverages its own data to help you connect with professionals that are most like the customers you already have.

For example, if you’re successfully serving individuals in midsize towns who run standalone crematories, LinkedIn can put your ads in front of more of the same. The exact same approach can be used with any type of death care product or service.

2. Focusing on Interest Targeting

LinkedIn’s interest targeting lets you take advantage of data from both LinkedIn and Microsoft Bing to target audiences who are most likely to be interested in your services. This helps B2B death care companies expand their reach to other areas.

For example, you might have targeted preplanning ads to people of a certain age or means, but through interest targeting, you might find that geriatric care managers are interested in helping their clients access these services.

3. Making Use of Audience Templates

This feature can make it easier to expand your reach in certain areas. Audience templates provide immediate targeting for businesses new to death care B2B advertising on LinkedIn. You can choose from groups, skills, or jobs, targeting ads specifically to morticians or other death-care professionals.

When you consider that 260 million people use LinkedIn every single month, it’s obviously the perfect platform for virtually any type of B2B marketing. These particular new targeting options can benefit death-care industry vendors by better focusing their marketing efforts.

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Instagram as a Funeral Home Marketing Platform: What You Need to Know About New Updates https://www.funeralhomeprofits.com/blog/instagram-as-a-funeral-home-marketing-platform-what-you-need-to-know-about-new-updates/ Tue, 21 May 2019 13:00:53 +0000 http://wordpress-203459-881245.cloudwaysapps.com/?p=1661 It’s not currently official, but Instagram seems to be dipping its toes into local business profiles. And that means it’s time for death care companies to dive into the funeral […]

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It’s not currently official, but Instagram seems to be dipping its toes into local business profiles. And that means it’s time for death care companies to dive into the funeral home marketing opportunities on the social platform.

Here’s what you need to know about the unofficial update and how you can prepare to leverage potential marketing benefits:

Local Business Profiles Spotted on Instagram 

If you can’t see these profiles from your personal Instagram account, don’t feel left out. The local business profiles seem to be in beta mode, which means they’re popping up for random users and companies. But they do exist — people are sharing online screenshots to prove it — so the potential benefits for local funeral home marketing are coming.

In their current version, the profiles include information such as company name, Instagram profile link, street address, hours of operation, business category, phone number, and website URL. The profiles also appear to display the last three images posted by the business on Instagram.

A full rollout of these profiles will provide another place where users can discover your business. And with almost 30 percent of adults in the United States on Instagram, more exposure on the platform could drive impressive results.

Three Tips for Preparing for Your Own Profile Listing

As a funeral home or other death care company, you might be wary of incorporating Instagram marketing. That’s understandable. But while you certainly need to draw some hard lines in the sand about the type of pictures you share from your business, Instagram is an ideal platform for engaging with people of all ages in a very authentic manner.

Here are three things you can do today to position your company to benefit from an eventual rollout of Instagram’s local business profiles:

  1. Create an Instagram account and start posting. You can share images of products — such as urns — your staff, and even a beautiful sunset or rainbow outside of your building. Make sure to write engaging captions, which can include comments on local events, information about preplanning, or questions for your followers.
  2. Update Facebook business data. Ensure your business profile on Facebook is updated with correct information. Since Facebook owns Instagram, the company could leverage existing data to build out future profiles on both platforms.
  3. Post to Instagram Stories. Instagram Stories include temporary content outside of your profile page; these posts only last up to 24 hours, so you can test the performance of different types of content here. You might also post a series of images to tell a story or show your staff participating in local events.

Any work you put into your Instagram account won’t be wasted regardless of what happens with local business profiles. By offering potential clientele a peek into your business, you create engagement and help drive awareness of your products and services.

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Three Quick Ways to Improve Your Funeral Home’s Local SEO https://www.funeralhomeprofits.com/blog/three-quick-ways-to-improve-your-funeral-homes-local-seo/ Tue, 14 May 2019 13:00:10 +0000 http://wordpress-203459-881245.cloudwaysapps.com/?p=1651 How much time have you spent recently on improving your local funeral home SEO efforts? If you the answer is “not much” or even “none at all,” you’re in great […]

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How much time have you spent recently on improving your local funeral home SEO efforts? If you the answer is “not much” or even “none at all,” you’re in great danger of being left behind in your market.

Great SEO is a huge help for “free” online visibility, but ranking highly doesn’t happen overnight. Regardless, certain “quick fixes” will get the ball rolling. Here’s what to do:

1. Focus on your Google My Business listing
The GMB is a completely free offering from Google, so don’t ignore it. Once you claim your listing, you can fill in (and/or update) all of your pertinent info. You also should take advantage of the ability to include profile images and videos, along with Google Posts (short blog posts).

Businesses that take the time to completely fill out their GMBs see a significant improvement in organic search results. It’s also another way for families to discover your funeral home. If you haven’t addressed your GMB yet, there’s no reason to wait.

2. Be consistent with your name, address, and phone number
Whenever your funeral home is mentioned on the internet (which is what we call a “citation”), that mention can boost your ranking on search engine results pages (SERPs). Such citations add credibility to your brand.

However, you lose out on a whole lot of “SEO juice” if those citations don’t have consistent NAP info. NAP, as you can figure from the subheading above, refers to “name, address, and phone number.”

It’s incredibly important for those mentions to all use the same information, including the style and format. To ensure that’s the case, go through any and all directories, profiles, sites and other locations where your contact info is listed. Make sure you’re using the exact same name, address, and phone number in every spot. Keep an eye out for even tiny variances. The more consistent you are, the better your SEO.

3. Replace other sites’ broken links with your content
Another excellent way to rank higher is to obtain inbound links from other highly relevant sites. To make this happen, you could consider offering your own content to replace broken links on those sites.

When you’re surfing the web for death care content, make a note when you notice that a link to a funeral home is broken. Do you have a page containing content that fills the need the broken link had covered? One example could be a blog post on preplanning, replacing anchor text on the other site about preplanning.

If so, reach out to the owner of the other site and offer up your site as a replacement for the broken one. Many site owners will be receptive to this outreach.

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