In short, yes. Content marketing is profitable, if you're doing it right.
But frankly, if you’re creating content for search engine optimization (SEO), you’re wasting your time. Potential customers will not find your funeral home’s website through generic blog posts titled What to Say at a Funeral or topics on traditional Malaysian cremation practices. These keywords are searched on Google, but the chances of them being typed by a potential customer in your area are slim to none.
However, that’s not to say that you should scratch your social media efforts and stop writing blogs altogether. Having a content marketing strategy based on the unique needs, issues, and perspectives of the ideal customers will give your funeral home brand recognition and set you apart from the competitors.
When it comes to content marketing, we think the funeral home industry could learn a thing or two. Keep reading to find out what you’re doing right, what you’re doing wrong, and what you can do to maximize your results.
What is content marketing?
According to Hubspot, content marketing is a marketing strategy that centers on creating, publishing, and distributing content for your target audience. Marketers utilize social media networks, blogs, and other media types like Ebooks, case studies, webinars, and podcasts to put material in front of potential and existing customers. According to Kissmetrics, 94% of small businesses, 93% of B2Bs, and 77% of B2Cs use content marketing. It seems that everyone is doing it. Then why are funeral homes struggling to create effective content marketing?
Web-based content marketing allows you to reach customers across the globe. However, for a funeral service, this is not necessarily an advantage when you're offering a service that is only applicable to customers who live in the area. For example, say you wrote a blog post titled "What to Say at a Funeral", and it had incredible SEO (search engine optimization). However, your funeral home is located in Florida, and your audience is the entire Internet community searching those keywords on Google. Your time and resources are wasted on writing that blog when your goal is to convert readers to customers, and the majority of your readers are not in a 30 mile radius of your funeral home.
This example illustrates the common misuse of content marketing. To address this, it is important to distinguish the difference between content developed for potential customers and existing customers.
Remember that all content you create should be original. Search engines reward content that is unique and catered towards a specific search. Creating good content takes time, and you'll benefit from making this a priority. Don't simply go through the motions.
According to Hubspot, content marketing is a marketing strategy that centers on creating, publishing, and distributing content for your target audience. Marketers utilize social media networks, blogs, and other media types like Ebooks, case studies, webinars, and podcasts to put material in front of potential and existing customers. According to Kissmetrics, 94% of small businesses, 93% of B2Bs, and 77% of B2Cs use content marketing. It seems that everyone is doing it. Then why are funeral homes struggling to create effective content marketing? Is this even the right approach for a funeral home?
What you’re doing right.
Families who are familiar with your funeral home look to you for support and answers along every step of the funeral process, from pre-planning to dealing with grief months after the service.
If you don’t already, make sure your funeral home has a FAQ on your website and pages on grief support, funeral terminology, types of services, tips on creative services, and more community resource. When building this content, ask yourself, "How can my customers maximize their investment?". Additionally, your blog posts compliment these pages. For example, the Grief Support page can incorporate inbound links to related blog articles you’ve written, like How to Help a Grieving Friend. This is great for the stage of customers who are already on your web page, but writing blog posts should not be at the forefront of your marketing strategy. The aforementioned resources will affirm your expertise, help you qualify prospects, and finally help make the sale but will not bring prospects to your site.
What you’re doing wrong.
Generic blog posts. Remember that all content you create should be original. Search engines reward content that is unique and catered towards a specific search. Creating good content takes time, and you'll benefit from making this a priority. Don't simply go through the motions.
Thinking that your blog is going to show up on the first page of Google. It most likely won’t, unless your content is extremely unique to the keywords being search. Don’t get too disappointed when your post is not ranking as highly as you thought it would on Google’s search results. The people searching for “inspiring quotes to guide you through grieving” are probably not your customers anyways.
Paying thousands of dollars to a third party to write your blog posts. Your money is better suited somewhere else where you can actually convert leads. In the next section we’ll dive deeper into where your resources will actually pay off.
What you can do to maximize results.
How do your offerings and expertise set you apart from competition? What makes your funeral home the best? In today’s competitive marketplace, it is essential to implement marketing that makes your firm the first to come to mind when a death occurs and families need to act fast.
Market yourself as the go-to resource in your community on all things funeral related. If families have benefited from your expertise services on death education, pre-planning, and grief support, they'll be more likely to recommend you to others. Peer recommendations carry significant weight in today's customer. Additionally, they’ll return when they know you are the best funeral home in the area. There's no need to explore other firms when you've proven yourself as the best funeral home in the area. This concept goes back to my previous point that content marketing will help you make the sale but will not get enough SEO to rank for generic keywords.
Now, in regards to getting potential customers on your page, you need to focus on solving your prospects’ needs. Why do your customers care about the content you're publishing? To do this, develop content that will get your brand name in front of your community.
- Hire a video company to create a virtual tour of your home. If you were looking for a wedding photographer, you’d want to see examples of their photos, not read a blog title 10 Best Most Flattering Wedding Poses. Similarly, when shopping-around for funeral homes, it’d be a critical asset to the families to be able to actually watch a short video showing off your space. Use the money you would spend on an inbound marketing company for a service that actually brings value to your customers.
- Hire a professional to film your staff and interview the funeral director. Let your potential customers meet your friendly and professional team before they make that first line of contact.
- Write a newsletter. A monthly newsletter gets your message directly to the community. This is especially applicable to your existing and previous customers. If they're already using your services, they've most likely given you permission to email them. Do you do any outreach programs or facilitate group grief support activities? Advertising these events in a newsletter is content marketing that proves that your firm is more than just a funeral home - you're an ally along the journey during this challenging time.
- Partner with community groups and businesses in your area and align your services with theirs. For example, partner with a personal documentary service and incorporate them into your pre-plan packages. Then you'll be adding value to your funeral home and will be able to use these inspirational videos as content marketing pieces on social media.
Reevaluate Your Strategy.
Being able to adapt your content marketing strategy based on the unique needs, issues, and perspectives of your potential and existing customers will help you attract the ideal customers and build trust with your existing customers. Be the expert on all things grief and design your content as support tool for every step of the process.
Ask yourself, why would my clients read this? What need does this serve? Will my potential customers be able to find this content? Remember, designing successful content is challenging. So, put in the time, do your research, and remember, no one knows your service and customers as well as you do.
At the end of the day, content marketing for SEO is not going to get leads in the funnel. A blog does not build your relationship with potential customers, but the fact that you’ve been in the market for 80 years is what adds value to your funeral home. Market yourself on what will stand out to the customer. Is maximizing your SEO the best use of your resources? For most of you, probably not.
TSOLife provides innovative solutions that go above and beyond to give clients the memorials they deserve. Include TSOLife's documentary service as part of your pre-need packages and set your funeral home apart from the rest. It is time to celebrate a life well-lived in a way that is engaging for the whole family.