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Bringing Leads into Your Sales Pipeline - Lead Generation for Funeral Homes & Cemeteries

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Every cemetery and funeral home needs to market. The key to success is to market wisely and generate quality leads on an on-going basis.
One way to do this is to develop a strategic Lead Generation program that brings leads into the sales pipeline day-in/day-out. There are different tactics for generating Pre-need leads, creating high visibility for At-need and finding the right prospects for final expense. This session covered prospecting by direct mail, telemarketing and maximizing in-house lists. Also discussed was search engine optimization (SEO), use of social media, website and retargeting.

Presented by Dale "DataDale" Filhaber
ICCFA Conference
April, 2016

Published in: Marketing

Bringing Leads into Your Sales Pipeline - Lead Generation for Funeral Homes & Cemeteries

  1. 1. Lead Generation Keeping a steady stream of leads flowing into your sales pipeline Dale “ DataDale” Filhaber President, Dataman Group Direct Author, Lead Generation Made Easier
  2. 2. You Need a Plan  Lead Generation is not an event.  It is a well-thought out, multi-faceted program that takes into consideration your goals, your budget, your resources and your brand Lead Generation www.datamangroup.com 2
  3. 3. Lead Generation www.datamangroup.com 3
  4. 4. The Perfect Lead  The lead wants a preneed plan for him/herself & spouse  The lead actually wants to set a date & time for an in-home appointment  The lead can afford to pay for a preneed arrangement Lead Generation www.datamangroup.com 4
  5. 5. Cutting Through the Clutter Lead Generation www.datamangroup.com 5
  6. 6. Lead Generation www.datamangroup.com 6
  7. 7. Lead Generation Channels  Direct mail  Presentations  Telemarketing / cold-calling  Senior Fairs / Home Shows  Referrals  Online lead generation  SEO / PPC  Networking  Community Outreach  Social Media  Farming your own database  Remarketing  Website  Door-to-Door Lead Generation www.datamangroup.com 7
  8. 8. 2 Different Markets  Pre Need  At Need And the way we market to them is very different Lead Generation www.datamangroup.com 8
  9. 9. Which way to go? Inbound Outbound  Creating situations where prospects can find you  Reaching out to find your best prospects Lead Generation www.datamangroup.com 9
  10. 10. At Need Inbound – Can They Find You ? Top Channels:  Solid Mobile Compatible Website  SEO / PPC program  Branding  Name recognition Lead Generation www.datamangroup.com 10
  11. 11. At Need Lead Generation www.datamangroup.com 11
  12. 12. Generating Pre Need Leads Lead Generation www.datamangroup.com 12 Outbound – Can You Find Them ?
  13. 13. Defining Your Top Prospects Lead Generation www.datamangroup.com 13
  14. 14. Top Pre Need Direct Mail Segments  Households with presence of an older adult  Planners  Senior Lists / Golden Homeowners  Birthday Lists  Veterans  Targeting by Ethnicity / Religion  Individuals whose parents had pre need Lead Generation www.datamangroup.com 14
  15. 15. Households with presence of an older adult Lead Generation www.datamangroup.com 15
  16. 16. Planners Lead Generation www.datamangroup.com 16
  17. 17. Senior Lists Golden Homeowners Lead Generation www.datamangroup.com 17
  18. 18. Birthday Lists Lead Generation www.datamangroup.com 18
  19. 19. Veterans Lead Generation www.datamangroup.com 19
  20. 20. Parents Had Pre-Need Plans Lead Generation www.datamangroup.com 20
  21. 21. Mining Your Own Database  NCOA  Data Append  Phone Append  Email Append  Telephone surveys  Anniversary / Holiday cards  Incorporate in Direct Mail campaigns Lead Generation www.datamangroup.com 21
  22. 22. Top Pre Need Channel Direct Mail - #1  Targeted  Personalized  Trackable  Responsive Lead Generation www.datamangroup.com 22
  23. 23. Direct Mail Components for Direct Mail Response  Targeted list  Message  The Offer  Response Vehicle  Timing Lead Generation www.datamangroup.com 23 Repetition is Key!
  24. 24. New Opportunities in 2016  Enhanced targeting  More personalization  Integration with other channels for a multi- layered approach  Multiple response mechanisms (BRM, QR Codes, PURLs, texting) Lead Generation www.datamangroup.com 24
  25. 25. The Offer  A Free Planning Guide Doesn’t Cut it anymore What will stand out & make people call you? Lead Generation www.datamangroup.com 25 It’s about VALUE •Prayer Cards •Afternoon Visitation •Limo •Acknowledgment cards
  26. 26. Direct Mail Success Summary  Target – target – target  Match the message to the target  Effective offer  Mail at the right time  Use different response mechanisms  Test – tweak - retest Lead Generation www.datamangroup.com 26
  27. 27. Messaging Lead Generation www.datamangroup.com 27
  28. 28. Fear Sells Lead Generation www.datamangroup.com 28
  29. 29. So Does Peace of Mind Lead Generation www.datamangroup.com 29
  30. 30. What’s available  Turn-key programs Vs  Do it yourself Lead Generation www.datamangroup.com 30
  31. 31. Telemarketing Lead Generation www.datamangroup.com 31
  32. 32. Telemarketing  Cold Calling & the Do Not Call  The truth about Cell phones  Obtaining phone #s you can use  Telephone appending  Using the phone for Follow up Lead Generation www.datamangroup.com 32
  33. 33. Generating Leads Online Lead Generation www.datamangroup.com 33
  34. 34. It starts with your Website Lead Generation www.datamangroup.com 34
  35. 35. Must Haves  Easy navigation  Clear phone # / address  Link for Directions  Sign up for more information  Mobile compatibility  Partnerships Lead Generation www.datamangroup.com 35
  36. 36. Self-Test your website today  Check your site’s speed https://developers.google.com/speed/pagespeed/insights/  Mobile friendly test https://www.google.com/webmasters/tools/mobile-friendly/  Test your Website – Get tons of info http://nibbler.silktide.com/ Lead Generation www.datamangroup.com 36
  37. 37. Social Media Lead Generation www.datamangroup.com 37
  38. 38. Advertise on Social Media  Facebook Advertising  Linked In Ads  Remarketing /Retargeting Lead Generation www.datamangroup.com 38
  39. 39. Questions? Dale “Data Dale” Filhaber 800.771.3282 dale@datamangroup.com www.datamangroup.com Books & Articles by Data Dale to Read:  Marketing To Death  Planning An Effective Pre Need program  Lead Generation Made Easier Lead Generation www.datamangroup.com 39
  40. 40. Resource Guide Direct Mail Lists & Telemarketing Lists Dataman Group Direct www.datamangroup.com (800) 771-3282 Dale Filhaber Retargeting/Remarketing Tandem Interactive www.tandem-interactive.com (954) 281-9995 Ext:6000 Joe Laratro Marketing360.com www.marketing360.com (970) 541-3264 Joey Witz Preneed Builders www.preneedbuilders.com (800) 724-9975 Ellery Bowker Content Strategy for SEO/PPC Tandem Interactive www.tandem-interactive.com (954) 281-9995 Ext:6000 Joe Laratro NCOA / Data Appending / Data Updating Dataman Group Direct www.datamangroup.com (800) 771-3282 Scott Filhaber Print / Mailing Service Orange County Direct Mail www.ocdm.com (714) 444-4412 Dawn Hewitt Synergy Direct www.synergydr.com (714) 824-3786 John Rogers Executive Print & Mail www.executiveprintandmail.com (954) 978-0018 Leila Moavero Lead Generation www.datamangroup.com 40

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