While performing my usual morning routine and perusing my favorite industry blogs, I came across this post on HubSpot and had to share it with all of you. I find it brilliant to take this customary Halloween tradition that we all can relate to, and compare it to the concept of inbound marketing. I mean, I never really thought about it before, but everything from the candy, to the decorations – it’s all about marketing!

Lesson 1: Make Sure They Know You’re Home

Remember those houses with the lights off, no cars in the driveway, and no decorations adorning the walkway? Not only were they spooky, but you had no idea whether anyone was home to give you candy! Although the occasional trick-or-treater might be brave enough to run up and ring the bell, these houses are generally overlooked even if they have great goodies inside.

Marketing Takeaway: Make sure people know you’re open for business. For marketers, this means always keeping your website up-to-date and providing fresh content through your various online channels such — posting often to your blog and social media accounts, making sure your landing pages are optimized and filled with valuable offers and content, etc. No matter where your visitors stop by, they should always feel like “someone’s home” to help them out.

Lesson 2: Tell a Great Tale

Whether it’s like a haunted mansion, a spooky graveyard, or a zombie apocalypse – what makes your house stand out from the rest? Pull in the candy-grubbers with a great, consistent tale about your home and goodies. Parents and kids alike always remember the places that surprise, enchant, and entertain them, so slap those bolts to your neck, get out the green face paint and lab supplies, and get your Frankenstein on!

Marketing Takeaway: Telling compelling stories is a major part of getting your new audience’s attention. Captivate them by telling the tales you know best.

*While for trick-or-treaters, this might mean tales of ghosts and gore, but for your funeral firm, this might mean helping families tell the story of their loved one by offering social memorial websites, or The Tribute Book.

Lesson 3: Give Out the Good Stuff (But Don’t Just Give it Away!)

If telling great stories is a major part of getting new ‘treaters to your door, then another big piece of the pie is: what kinds of goodies do you have? The best houses don’t hand out lollipops and hard candies. Instead, they give out the chocolatiest chocolate bars, the chewiest gummies, and the sourest sour candies! Make sure you’re offering the best of the best, and never just leave your goodies on the doorstep unattended. The smart candy-givers know it’s a two-way street: trick-or-treaters request their loot, and candy-givers get a chance to enjoy their goofy little costumes and squeaky thank you’s!

Marketing Takeaway: Give away valuable content freely, and always interact with the folks who stop by!

*Find your families’ pain-points, have the conversations they want to hear about most, and offer free content that helps them plan their funeral service and helps them heal.

Just like you require a “trick-or-treat” in exchange for candy from the kids who knock on your door on Halloween, make sure you’re distributing your marketing content in exchange for lead information; use landing pages with lead-capture forms and plan to follow up on visitors’ clicks, form submissions, and downloads with a phone call or a timely lead nurturing campaign.

Lesson 4: Be Prepared. Don’t Run Out.

When you decide to open up your doors to the candy-frenzied masses, don’t get caught off guard when your house is a wild success. Be prepared to bring out more goodies, as the zombies, witches, and dinosaurs keep asking for them. Remember those houses that *gasp* ran out of candy when you were little? Definitely don’t make that same mistake.

Marketing Takeaway: There’s nothing worse than disappointing potential new customers with false hopes of content. Letting potential enthusiasts down on their first visit can almost guarantee they won’t make a second. For marketers, this means having a long list of ideas and content lined up as users come to your site looking for more great resources. Create content calendars, crowdsource new ideas from your employees and customers, and collaborate with like-minded businesses to make sure you can keep delivering those “delicious” goodies that feed your visitors as well as your inbound marketing programs.

Lesson 5: Reward Your Biggest Fans

Remember that pirate who’s been coming to your haunted house for years and bringing new friends every time? Don’t forget to say thank-you and give him the candy bar you know he likes best. Or maybe even an extra one for good measure.

Marketing Takeaway: When it comes to your business’ top fans who absolutely love what you’re doing – send the appreciation right back their way! For Halloween, this might mean a King Size candy bar for your loyal ‘treaters, but for your business, this likely means sending the retweeting love, celebrating your Facebook fans with “insider” perks, or running a special contest for your biggest advocates. No matter how you choose to thank your best fans and customers, just remember to pay it forward. Who knows, down the road they might even help keep those naughty older ‘treaters from egging your house!

This blog was written by Kimberly Lindquist, for The HubSpot Inbound Internet Marketing Blog.

In my opinion, HubSpot is one of the best marketing resources available today. To read more, visit http://blog.hubspot.com/.

*Editorial content added by the funeralOne staff

Kelly Murad

funeralOne

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