Lead generation is the process of generating leads — or potential client families — for your funeral home. Easier said than done, right? However, with a well-thought-out marketing strategy, your funeral home can have more success in finding new client families.
With marketing, your funeral home will need to test out what works and what doesn’t for your target audience. For example, consider whether you’re targeting at-need or preneed families with your marketing campaign. Then, determine what content is valuable to them and what they’d be willing to exchange their contact information for.
Not sure where to begin? That’s okay, let’s discuss a few digital and non-digital lead generation techniques.
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Downloadable content is free, valuable information that users download from a landing page. In return, they give you their contact information for more marketing efforts.
On a landing page, you’ll want to include the following:
- Short description of the downloadable content
- Call-to-action to download the content
- Form for downloading it
- Relevant imagery
- Visually appealing design
For example, here is the landing page for our lead generation eBook. As you can see, it includes all the things mentioned above.
So, what kinds of content would people want to download? A few popular downloadable content types are eBooks, checklists, infographics, and case studies. Specifically for the funeral profession, you can create a funeral planning guide or checklist of legal documents needed when someone passes away. You can even repurpose this content from your funeral home’s website or other marketing materials.
There are many types of email campaigns your funeral home can send out. One idea is an email newsletter. For this, it can be a weekly, biweekly, or monthly newsletter. Just remember that a newsletter is about educating, not selling.
Not sure what content to include? Start with your funeral home’s blog! By linking to your funeral home’s blog posts, which is another type of lead generation, you can gain more website traffic as well. Just make sure to use personalized URLs (PURLs) to track who clicked the links in your newsletter.
Need some blog post ideas? Some relevant topics include the importance of having a funeral service, funeral flower types, and healthy grieving strategies.
Responsive Funeral Home Website
For those who are unaware of the term “responsive website,” it’s when the website adapts to a user’s screen size. So, whether they’re viewing your website on a mobile device or computer, the website adjusts accordingly. This way, it creates an overall better user experience for navigating your website.
Having a responsive website boosts your search engine optimization (SEO), so it helps your website get found by more potential client families. There also are little things you can do to improve your SEO, such as fixing broken links and any spelling errors.
However, for more in-depth SEO strategies, our SEO specialists can help! We have multiple SEO packages, such as Package 3 that include setting up landing pages and other lead generation strategies. We also offer social media packages that can be used in addition to our SEO packages to gain more leads.
Direct mail is just as effective or even more effective than digital marketing strategies. However, you should still use a combination of both and test what strategies work best.
When writing the content for a direct mail marketing campaign, have a narrow, refined message and a call-to-action. Then, design the mailer to fit your funeral home’s brand. For your mailing list, you can use a third-party mailing list to attract new families or an in-house mailing list for families you served in the past.
Don’t forget to track the results of your campaign with a PURL or another method, such as a personalized phone number or a unique offer.
Interested in learning even more lead generation techniques for your funeral home? Download our free lead generation eBook!