Lead Generation for Funeral Homes, Cemeteries & Memorial Chapels
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Transcript of Lead Generation for Funeral Homes, Cemeteries & Memorial Chapels
Lead GenerationBlending multiple media channels to reach the Best
Prospects for your Funeral Home or Cemetery
Dale “ DataDale” FilhaberPresident, Dataman Group Direct
Author, Lead Generation Made Easier
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
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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
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Cutting Through the Clutter
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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
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2 Different Markets
Pre Need
At Need
And the way we market to them is very different
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Which way to go?
Inbound Outbound
Creating situations where prospects can find you
Reaching out to find your best prospects
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At Need
Inbound – Can They Find You ?
Top Channels:
Solid Mobile Compatible Website
SEO / PPC program
Branding
Name recognition
Clickable ads
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At Need
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Are you optimized for Mobil Search ?
Resource:https://adwords.google.com/home/resources/mobile-advertising/
Generating Pre Need Leads
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Outbound – Can You Find Them ?
Defining Your Top Prospects
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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
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Households with presence of an older adult
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PlannersLead Generation www.datamangroup.com 16
PlannersLead Generation www.datamangroup.com 17
Senior Lists Golden Homeowners
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Birthday ListsLead Generation www.datamangroup.com 19
VeteransLead Generation www.datamangroup.com 20
Parents Had Pre-Need PlansLead Generation www.datamangroup.com 21
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”
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Top Pre Need Marketing Channel
Direct Mail is #1
• Targeted• Personalized• Trackable• Responsive
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Direct Mail
Components for Direct Mail Response
Targeted list
Creative – the mail piece
Your Message
The Offer
Response Vehicle
Timing
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Repetition is Key!
New Opportunities in 2017
Enhanced targeting &
more personalization with variable data printing
Integration with other media channels –for a multilayered approach
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New Opportunities in 2017Lead 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?
New Opportunities in 2017Lead 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?
New Opportunities in 2017
More prominent branding with Dotless QR Codes
Drive leads to your website or to your lead generation forms
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Resource:Design your own QR Code:http://www.visualead.com/qr-code-generator/
MessagingLead Generation www.datamangroup.com 29
Fear SellsLead Generation www.datamangroup.com 30
So Does Peace of MindLead Generation www.datamangroup.com 31
Do you have a Tagline?Lead Generation www.datamangroup.com 32
Phillips & Meyer Funeral Home, Brookville IN
Harpring & Sons, Batesville IN
The Offer
A Free Planning Guide Doesn’t Cut it
in 2017
What will stand out &
make people call you?
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It’s about VALUE
• Prayer Cards• Afternoon Visitation• Acknowledgment cards• Online tribute & memorials• Keepsakes• Premiums
Response Mechanism
Business Reply Mail
Click to call
QR Codes that driveresponders to your website or to a lead generation formor social media
Text to a phone # to get more information
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What’s available
Turn-key programs
Vs
Do it yourself
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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
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TelemarketingLead Generation www.datamangroup.com 37
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
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Widely used for Final Expense
Generating Leads OnlineLead Generation www.datamangroup.com 39
It starts with your Website
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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
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More Website Must Haves
Lead Generation form(s)
Contact for more information
Photos of counselors
Online Obituaries
Tributes Section
Community Resources
Partnerships
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Lead Generation Form
Perfecting your formshorter is better than longer
Consider a simple captcha
Systematize incorporating the leads into your sales funnel & CRM software
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Email Marketing
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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
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Resource:https://blogs.constantcontact.com/email-marketing-best-practices-2/
Social Media
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Advertise on Social Media
Facebook Advertising
Linked In Ads
Remarketing /Retargeting
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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/
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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/
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Questions?
Dale “Data Dale” [email protected]
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
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For More Info – scan this QR Code
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