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Lead Generation for Funeral Homes, Cemeteries & Memorial Chapels

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This presentation gives death care marketers the tools to maximize their lead generation efforts by fine-tuning their best prospects and using the top channels to reach them.
Marketers will find a myriad of both at need and pre-need marketing tips they can use to increase the number of leads they bring into their funeral home or chapel.

Presented at the New Jersey State Funeral Directors conference, Sept 26-27, Atlantic City, NJ

Published in: Marketing

Lead Generation for Funeral Homes, Cemeteries & Memorial Chapels

  1. 1. Lead Generation Blending multiple media channels to reach the Best Prospects for your Funeral Home or Cemetery 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 wants to set a date & time to come into your chapel for an appointment this week  The lead can afford to pay for a preneed arrangement Lead Generation www.datamangroup.com 4
  5. 5. Lead Generation www.datamangroup.com 5 Cutting Through the Clutter
  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  Clickable ads Lead Generation www.datamangroup.com 10
  11. 11. At Need Lead Generation www.datamangroup.com 11 Are you optimized for Mobil Search ? Resource: https://adwords.google.com /home/resources/mobile- advertising/
  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 Market 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. Planners Lead Generation www.datamangroup.com 17
  18. 18. Senior Lists Golden Homeowners Lead Generation www.datamangroup.com 18
  19. 19. Birthday Lists Lead Generation www.datamangroup.com 19
  20. 20. Veterans Lead Generation www.datamangroup.com 20
  21. 21. Parents Had Pre-Need Plans Lead Generation www.datamangroup.com 21
  22. 22. Maximizing Your Own Database  Data Hygiene ◦ NCOA ◦ Data Append ◦ Phone Append ◦ Email Append  Telephone surveys  Anniversary / Holiday cards  Incorporate prospects in Direct Mail campaigns  Modeling to create “look-alikes” Lead Generation www.datamangroup.com 22
  23. 23. Top Pre Need Marketing Channel Direct Mail is #1 • Targeted • Personalized • Trackable • Responsive Lead Generation www.datamangroup.com 23
  24. 24. Direct Mail Components for Direct Mail Response  Targeted list  Creative – the mail piece  Your Message  The Offer  Response Vehicle  Timing Lead Generation www.datamangroup.com 24 Repetition is Key!
  25. 25. New Opportunities in 2017  Enhanced targeting & more personalization with variable data printing  Integration with other media channels –for a multilayered approach Lead Generation www.datamangroup.com 25
  26. 26. New Opportunities in 2017 Lead Generation www.datamangroup.com 26  Mailings using new technology, shapes, inks  USPS Irresistible Mail  Consider using unique mailers interactive 3D, unique format o Did you know that textured envelopes can increase your open rate by 3X?
  27. 27. New Opportunities in 2017 Lead Generation www.datamangroup.com 27 Get creative Unique idea:  Mail-able Virtual Reality glasses can give your prospects a complete tour of your facility  Can you show locations in your cemetery?
  28. 28. New Opportunities in 2017  More prominent branding with Dotless QR Codes  Drive leads to your website or to your lead generation forms Lead Generation www.datamangroup.com 28 Resource: Design your own QR Code: http://www.visualead.com/qr-code-generator/
  29. 29. Messaging Lead Generation www.datamangroup.com 29
  30. 30. Fear Sells Lead Generation www.datamangroup.com 30
  31. 31. So Does Peace of Mind Lead Generation www.datamangroup.com 31
  32. 32. Do you have a Tagline? Lead Generation www.datamangroup.com 32 Phillips & Meyer Funeral Home, Brookville IN Harpring & Sons, Batesville IN
  33. 33. The Offer  A Free Planning Guide Doesn’t Cut it in 2017 What will stand out & make people call you? Lead Generation www.datamangroup.com 33 It’s about VALUE • Prayer Cards • Afternoon Visitation • Acknowledgment cards • Online tribute & memorials • Keepsakes • Premiums
  34. 34. Response Mechanism  Business Reply Mail  Click to call  QR Codes that drive responders to your website or to a lead generation form or social media  Text to a phone # to get more information Lead Generation www.datamangroup.com 34
  35. 35. What’s available  Turn-key programs Vs  Do it yourself Lead Generation www.datamangroup.com 35
  36. 36. Direct Mail Success Summary  Target – target – target  Match the message to the target  Effective offer  Mail at the right time  Consider different response mechanisms  Test – tweak - retest Lead Generation www.datamangroup.com 36
  37. 37. Telemarketing Lead Generation www.datamangroup.com 37
  38. 38. 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 38 Widely used for Final Expense
  39. 39. Generating Leads Online Lead Generation www.datamangroup.com 39
  40. 40. It starts with your Website Lead Generation www.datamangroup.com 40
  41. 41. Website Must Haves  Easy Navigation  Clear phone # / address  Link for Directions  Mobile compatibility – vital for at need ◦ Click to call ◦ Link to Google Maps ◦ Super fast loading speed Lead Generation www.datamangroup.com 41
  42. 42. More Website Must Haves  Lead Generation form(s)  Contact for more information  Photos of counselors  Online Obituaries  Tributes Section  Community Resources  Partnerships Lead Generation www.datamangroup.com 42
  43. 43. Lead Generation Form  Perfecting your form shorter is better than longer  Consider a simple captcha  Systematize incorporating the leads into your sales funnel & CRM software Lead Generation www.datamangroup.com 43
  44. 44. Email Marketing Lead Generation www.datamangroup.com 44
  45. 45. Email Marketing Best Practices  Segment your lists  Email for a reason  Subject line  Remind readers what you do  Make People happy  Use great photos  Be current  Be consistent  Provide value  Ask people to reply  Integrate with other media  Don’t try to hard sell  Hold yourself to a higher standard  Go for small wins Lead Generation www.datamangroup.com 45 Resource: https://blogs.constantcontact.com/e mail-marketing-best-practices-2/
  46. 46. Social Media Lead Generation www.datamangroup.com 46
  47. 47. Advertise on Social Media  Facebook Advertising  Linked In Ads  Remarketing /Retargeting Lead Generation www.datamangroup.com 47
  48. 48. 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 48
  49. 49. More Info  Slide 6 - http://quotes.lifehack.org/quote/warren-buffet/do-not-put-all- eggs-in-one/  Slide 26 – USPS Response Rates https://irresistiblemail.com/gallery/powerstat  Slide 29 – This billboard is infamous! http://blog.funeralone.com/grow- your-business/funeral-marketing/remarkable-marketing-campaigns/  Slide 30 - http://www.toptenreviews.com/services/insurance/best-final- expense-insurance/security-national-life-review/  Most up-to-date info on Google Algorithms: http://searchengineland.com/library/google/google-algorithm-updates  USPS Irresistible Mail – When paper & Pixels converge: https://www.irresistiblemail.com/ Lead Generation www.datamangroup.com 49
  50. 50. Questions? Dale “Data Dale” Filhaber 800.771.3282 dale@datamangroup.com www.datamangroup.com Books & Articles by Data Dale to Read:  Marketing To Death  2017 Marketing Trends in the Death Care Industry  Planning An Effective Pre Need program  Lead Generation Made Easier Lead Generation www.datamangroup.com 50
  51. 51. For More Info – scan this QR Code Lead Generation www.datamangroup.com 51

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