In today’s day and age, your digital presence is a make-or-break aspect of your funeral business.

It’s true. Digital marketing can be a leading force of your funeral home’s success… as long as it’s implemented strategically.

In fact, according to experts, an effective online marketing strategy yields the highest return on investment (ROI) than any other marketing efforts.

Why is that?

Well for starters, we can’t deny the rise and power of the digital world.

Today’s consumers are becoming accustomed to finding out anything they need to know, right at their fingertips. They’re driven by instant gratification and have more choices than ever before.

And as we start to serve the Millennial generation,  it’s not uncommon for our future families to be making death care decisions for loved ones from their cell phones.

So how do you adapt to this wave of change?

Keep reading to learn about 5 key ways to enhance and optimize your funeral home’s online presence:

1. Create an optimized website

The majority of your client families find companies and services online. And 90% of those consumers do not have a brand in mind before using a search engine.

Here are a few things to keep in mind when optimizing your website:

• Does your website have the right content? Do you even know what content their looking for when they land on your website? These are questions to ask when addressing the content of your site.
• Is your funeral home website up-to-date and intelligently designed? Some studies say judgements on a company’s credibility are 75% based on the company’s website design.

Is your funeral home website optimized for mobile? Many of your families will use their cell phones when looking for you. It’s crucial for your website to be mobile-friendly in order to offer them the ease-of-use and convenience their looking for.

Read more: 5 Beautiful Funeral Home Website Designs To Inspire Your Funeral Marketing

2. Monitor your website analytics

Monitoring analytics from your funeral home website allows you to know where your digital marketing money is going. Knowing the number of users who are visiting your website, as well as time of day that they visit, can provide you a new perspective on where to spend your marketing time and money in the future.

For example, if you know most of your potential client families are visiting your website after office hours through monitoring your analytics, perhaps you could invest in a chat-bot that can answer questions for them if they’re not at-need.

Read more: Why Chatbots Will Be The Cornerstone of Future Customer Service

3. Engage in reputation management

We’ve all experienced one bad online review changing the way we think about a business. Paying close attention to online reviews helps you optimize your online presence and brand knowledge. Our biggest piece of advice is to think about this — what are you doing to follow up with negative reviews? Hint: The answer is to not ignore them, or respond negatively! This is a great place to start to begin upping your online presence! 

Read more: How Online Reviews Can Build Your Funeral Home’s Future

4. Follow up on leads

If potential client families are placing calls, emailing, or filling out online lead forms, each of these leads should be followed-up with by business staff. Create a standardized way of responding to leads common to  all staff members in your business.

For example, craft a flexible and relationship-focused script for employees to follow when reaching out to families. Or, create an email template as a follow up to online leads. These tactics can help reinforce your brand and ensure that potential clients are being brought in.

Read more: How To Be A Better Communicator with Your Families [Slide Deck]

5. Develop locally-focused social content

Social media has the potential to be a big source of engagement for funeral businesses. Even if your company is large, creating unique social content focused on the community you are serving increases engagement with client families.

How do you engage with your local community on social media? Try these tips to increase your reach:

• Post exciting and unique pictures
• Create videos content
• Post about local community events

Creating this type of meaningful social content can help humanize your funeral business and increase your web presence.

Read more: 4 Ways To Connect Live With Your Families Through Social Media

Looking to optimize your funeral home’s online presence?

Your funeral home website is a crucial aspect of your online presence, inspiring families to connect deeper with you and understand the value of your products and services. We’d love to hear how we can help you create the website your funeral home truly needs. Click here to reach out to one of our Funeral Success Specialists, or give us a call at (800) 798-2575.

What piece of your digital marketing plan have you found to be the most successful in bringing in new client families? Leave us a comment and let us know!

Rochelle Rietow

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