It’s sad but true…..most funeral home marketing is a waste of money. Here’s why…
After being a business owner for 25 years I tend to approach marketing from that perspective. Which means that marketing is not an outlet for my creative energies, it’s a systematic part of the overall business operation and must return a measurable Return On Investment (ROI).
Marketing that does not return an ROI is a waste of money. Marketing that does return an ROI is a cash machine, churning out profits and fueling the growth of a business.
So what’s this got to do with “funeral home marketing”?
Let’s look at the definition of marketing according to the American Marketing Association
“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. ”
The key part of the definition is this phrase “exchanging offerings that have value”.
As a funeral home your primary offering has been a funeral service and for generations families understood the value of a funeral which made the entire transaction possible. They paid money (something they value) in exchange for a funeral (which they also valued).
Today….do people understand the value of a funeral?
Today…are families that you have served for generations automatically going to call you?
The answer to both questions is often…No.
In fact, the process of marketing a funeral home is far more complex than it was twenty or thirty years ago.
Yet, funeral homes and funeral home marketing agencies typically market the exact same way they did 20+ years ago.
The specific tools have changed to include online and social media marketing. But in most cases, the social media post of today is just a reformatted newspaper ad.
The real problem is that the vast majority of marketing is very generic and does nothing to give a family a reason to choose your funeral home. Instead, it is filled with overused platitudes that have any funeral home could use. The only thing that does is to create price shoppers.
Here’s a simple test….
Take any advertisement or social media post, cross out your funeral home name and write in the name of your competitor. Is the ad still basically true? If so, it’s a waste of your money.
Funeral home marketing must build a case for your business. It should lead families to the logical conclusion that you are the best funeral home for them to work with…regardless of price.
If your marketing doesn’t do that….it’s a waste of money.
To fix your marketing you must personalize it to your funeral home. You do this by following the Funeral Business Builder Master Plan as shown below.
To learn more about the master plan, click here to order your copy of our new book.