It may be the oldest cliche in online marketing, but it’s one that will probably stay true for a very long time: Content is King.
Content marketing is at the heart of what makes any marketing effort a hit. It is also the very same strategy that could take your online funeral home marketing from obscurity to success. With the right content, you will not only engage client families. Your funeral home will also stay on top of their minds the next time they or other families they know would need your service.
But what makes content marketing strategy a success? Let’s discuss some of the ideas or choices that successful marketers take to succeed in online marketing with content.
Value vs straight up marketing
Marketing your funeral home is about putting your brand in front of client families when they need your service the most. But your marketing efforts will only be powerful if you offer value to them first, as opposed to doing straight up promotion for your funeral home’s products and services. By providing value, we mean offering information to them 80 percent of the time that are useful, relevant and timely, even without putting your funeral home’s brand on it.
It can be easily done these days by offering how-to information via your website’s blog or video channel.
By offering value first, not only will you acquire new client families, but most importantly, also gain their trust and loyalty.
Building a lasting relationship vs building your search ranking
Over a decade ago, Internet marketing was almost just about building links to rank higher in search. We can only lament when we look back and see how many marketers back then scrambled to create links here and there to increase popularity and ranking. These days, however, the rules have changed. Link building is still crucial to get your funeral home’s website to the top of the search results, but building a strong relationship with client families is really what matters to growing your business bigger long term.
By choosing to build a strong relationship with client families first, industry leaders and influencers, links will come naturally. This is especially true if you regularly provide value to them. More people and websites will point to your own, thus increasing your importance in the eyes of Google.
Offering benefits vs social media activity
Updating your funeral home’s social media channels on Twitter, Facebook, and YouTube is important, but it’s just one of the metrics that determine your website’s value. What truly matters is that the content that you put out on social media should benefit your audience. In other words, your content should be worth your audience’s time and that it should be shareworthy.
Before updating your social media channels, ask yourself, what would they get out of this content? How would it benefit them? How would it affect them? Would they appreciate it? Would it make them happier? Would it solve their most pressing need?
Content will remain as the most crucial part of your funeral home’s marketing efforts for a long time. It is what will rank you higher in search, most importantly, it is what will win your clients’ trust and loyalty.
If you need help with content marketing, let’s talk. Funeral Results Marketing can help. Call us today at at (800) 810-3595.