You want to make the most of being online for your Funeral home. Especially as things are changing. And people are looking for different things such as direct cremation. Direct cremation providers are embracing digital marketing. With social media and using different strategies to attract families. And you can do this too.
In an era your digital presence does make an impact. It’s important to have the right approach when it comes to using social media and online marketing. Balancing the need for visibility with the solemn nature of your services is key. So let’s look at some strategies and tactics that are both effective and respectful. Let’s begin with the importance of understanding strategy versus tactics.
Strategy versus tactics
In the context of digital marketing, distinguishing between strategy and tactics is crucial.
What’s a strategy?
A strategy is your overarching plan. Based on long-term goals and a deep understanding of your service’s sensitive nature.
What are tactics?
Tactics are the specific short-term and practical steps. These detail how you’ll achieve your strategic goals.
What’s a good timeframe for a strategy?
Here’s a suggested timeframe for creating and implementing a strategy:
1. Research and Planning (1-2 Weeks)
- Understanding your Audience: Identify the target audience. This often includes grieving families and friends. Understand their needs and how they use social media.
- Competitor Analysis: Look at how other funeral services use social media. Identify gaps and opportunities.
- Defining Goals: Set clear, achievable goals for your social media presence. For eg: building trust and approachability online
2. Content Development and Calendar Planning (2-3 Weeks)
- Creating Content: Develop content that is respectful and empathetic. This can include informational posts about funeral planning. Also grief support resources and remembrance ideas.
- Content Calendar: Plan one that has relevant and helpful content. Schedule times for posts at appropriate times, avoiding sensitive dates or holidays.
3. Implementation (Ongoing)
- Soft Launch: Start by slowly introducing content to gauge audience reaction.
- Engagement: Actively check and engage with your audience, offering support and answering queries.
4. Review and Adaptation (Monthly and Quarterly)
- Analytics Review: Regularly review social media analytics. This will help you understand what content resonates with your audience.
- Strategy Adjustment: Be prepared to adjust based on feedback and performance metrics.
5. Long-Term Strategy Evaluation (Every 6-12 Months)
- Performance Review: Look at long-term key performance indicators.
- Strategy Refresh: Update with new social media trends, audience needs and business goals.
Now let’s look at some examples to help you get started.
Example Plans of Action
Goal 1. Building Trust and Approachability
Strategy:
To establish your funeral service as a trustworthy and approachable choice.
Tactics:
- Share testimonials and stories from families you’ve served, always with their permission. This builds trust through real-life experiences.
- Provide educational content on your blog. Post on social media about funeral planning and grief support. This will help position your service as a helpful resource.
- Additional Tactic: Create video tours of your facilities. Showcase the serene environment and your team’s dedication. This will further build confidence in your services.
Goal 2. Community Engagement and Support
Strategy:
To position your funeral home as the “go to” for support and empathy.
Tactics:
- Host and promote events like grief support groups on social media. This will enhance your role in community healing.
- Collaborate with local related organisations and businesses. For things such as events or informational resources, strengthening community ties.
- Additional Tactic: Develop a monthly newsletter. This will keep the community informed and involved. And foster a sense of belonging and support.
Goal 3. Enhancing Online Presence
Strategy:
To increase online visibility to make your services more accessible.
Tactics:
- Optimise your website for search engines such as Google. Use relevant keywords to improve your chances of being found for your services. Think not just locally but further afield.
- Use targeted ads to reach potential families, to help you keep top of mind.
- Additional Tactic: Start a blog/vlog/podcast. Address topics like coping with loss. This will aid your SEO and provide valuable information to visitors.
Goal 4. Personalised and Compassionate Communication
Strategy:
To communicate in a way that is compassionate and personalised.
Tactics:
- Use email marketing for personalised messages like remembrance notes, showing ongoing support.
- Train staff for social media management. From postings, interactions etc…. to reflect empathy and understanding, enhancing customer relations.
- Additional Tactic: Send personalised remembrances on special dates to families served. This further demonstrates your ongoing care and support.
To conclude
Understanding the distinction between strategy and tactics is vital. Adopting both that align with the values and sensitivities of your profession. You can then build a respectful and effective digital presence. Start with one or two tactics. Assess their impact and gradually expand your digital footprint. Remember, even small steps in digital marketing can have a significant and positive impact on the way you serve your community.
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Finding social media a challenge for you, or to market your funeral home or business?
I will work with you to understand your unique needs. From there develop a plan with you that will help you. Looking at online and offline marketing opportunities for you and your Bereavement or Funeral business. I will help you understand the best way with different things such as how to engage new families. Expand your network, attract future staff and more. Book a free consultation and let’s have a chat. For more information, check out my different Services, book a call or email me at eimer@fitsocialmedia.co.uk. Thanks for reading and if you found this useful do check out more of my Blogs and Resources.
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