Part 1 of 2: Searching for Answers
Online marketing for funeral homes is a must in today’s competitive industry. Online marketing is primarily about getting your business in front of people when they are likely to need you (promoting), giving them the information they are looking for (educating), and building relationships so your name becomes familiar and trusted (branding).
Many funeral homes continue to market themselves with expensive Yellow Page ads and newspaper ads. But so many of today’s consumers do not own a copy of any telephone directories, nor do they read print newspapers.
However, grieving families still rely on the same services you have been providing for years. How, in today’s digital world, are they finding you?
Industry surveys reveal 4 out of 5 funeral service searches begin online. Most searches never go beyond the first page of results, and often not far down that first page. So, being at the top, or near the top, of searches in a multitude of search engines (e.g., Google, Yahoo!, Bing, etc.) is crucial for marketing success. How do you do that?
Search engines are looking for specific things when they decide where your business will appear in search results. Here are a few of those:
- Overall Experience. Search engines look at the website content provided by a business and do their best to determine how likely it is that searchers will get what they are seeking. Having the right key words, setting up accurate profiles on review sites, and being connected to social media options make a tremendous impact on your search engine rankings.
- Keywords. Your website content should be original and have many of the words and phrases that are most likely to be used by someone when typing a search.
- Reviews. Reviews are now included in many search results. Do you know what people are saying about you and what your score is on most review sites? You should search for your business and find out. It is in your best interest to address negative reviews quickly and encourage your most satisfied customers to leave positive reviews. Do you have a system in place that encourages those positive reviews and handles the negative ones?