Hi, I’m Samantha Ward, the marketing manager here at Frazer Consultants. You already know how essential it is to market to reach new client families, but it’s also important in maintaining positive relationships with families you’ve served in the past. With so many options, it can be hard to figure out what campaign will work for you.
The best place to start is by determining what goal you want to accomplish with your campaign. While there are many goals that your funeral home could be hoping to achieve, today I’m going to focus on two of the most common ones: promoting an event and increasing your brand awareness.
If your funeral home is hosting an event, you should consider doing a direct mail campaign and a social media campaign to increase attendance. The type of event will determine who your target audience should be.
For example, if you’re hosting a holiday remembrance program, you’ll want to focus on families you’ve served throughout the year. If you’re hosting a lunch and learn, or another informative event, you’ll want to focus on a broader audience of potential client families.
For a direct mail marketing campaign, consider sending an invitation with directions to RSVP. After the event, follow up with a thank-you note. For social media, you can simply create a Facebook Event and boost or promote it to reach a larger audience. In the days and weeks leading up to your event, you can create reminder posts with information on what to expect, or even photos from previous events.
For brand awareness, you should consider running campaigns that are targeted at new families rather than existing clients. For a simple social media campaign, you can run ads to promote your Facebook Page or direct people to your website. A more in-depth social media campaign could include boosting posts about your history or your services or answering common questions.
A video marketing campaign is a great way to introduce your staff, show off your facilities, and share a more personal story about your history. Another way to increase brand awareness is with a direct mail marketing campaign. You can include photos of your staff and facilities and information about the services you offer.
To learn more about the different types of marketing campaigns that your funeral home can run, check out the eBooks on our Resources page.