Content strategy, a critical component to overall marketing success, is a virtual “unknown” in the greater deathcare industry. Why? Because our industry’s website providers, past and present, have historically not offered content-writing services. Both custom and template website providers have asked the funeral home to either provide the content for the website, and/or choose desired pages from a library of “professionally written” stock content. Almost no significant guidance was offered on how to advantageously approach the writing of it.
Unified and Appealing Brand Messaging
From advertisement headlines to your website’s “calls-to-action,” similar compelling copy is needed across all platforms used by your company to connect with its target audiences. This refers to far more than a tag line under a logo. Communicating appealing concepts with words, images and videos that resonate is required – on your website, Google Ads, social media messages, direct mail campaigns, press releases, etc. If shoppers experience nothing more than stale phrases, generic facts, dark facility pictures and some contact info, your ability to persuade them is crippled, if not impotent. Ineffective communication is a major cause of “price” having become the primary point of comparison for too many shoppers – a problem many funeral homes can’t seem to overcome.
Funeral Results Marketing can help you develop and employ a content strategy that works across the platforms that work best for our industry.