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

Lead Generation www.datamangroup.com 2


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



Cutting Through the Clutter


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


2 Different Markets

Pre Need

At Need

And the way we market to them is very different


Which way to go?

Inbound Outbound

Creating situations where prospects can find you

Reaching out to find your best prospects


At Need

Inbound – Can They Find You ?

Top Channels:

Solid Mobile Compatible Website

SEO / PPC program

Branding

Name recognition

Clickable ads


At Need


Are you optimized for Mobil Search ?

Resource:https://adwords.google.com/home/resources/mobile-advertising/

Generating Pre Need Leads


Outbound – Can You Find Them ?

Defining Your Top Prospects


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


Households with presence of an older adult


PlannersLead Generation www.datamangroup.com 16

PlannersLead Generation www.datamangroup.com 17

Senior Lists Golden Homeowners


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”


Top Pre Need Marketing Channel

Direct Mail is #1

• Targeted• Personalized• Trackable• Responsive


Direct Mail

Components for Direct Mail Response

Targeted list

Creative – the mail piece

Your Message

The Offer

Response Vehicle

Timing


Repetition is Key!

New Opportunities in 2017

Enhanced targeting &

more personalization with variable data printing

Integration with other media channels –for a multilayered approach


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


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?


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


What’s available

Turn-key programs

Vs

Do it yourself


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


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


Widely used for Final Expense

Generating Leads OnlineLead Generation www.datamangroup.com 39

It starts with your Website


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


More Website Must Haves

Lead Generation form(s)

Contact for more information

Photos of counselors

Online Obituaries

Tributes Section

Community Resources

Partnerships


Lead Generation Form

Perfecting your formshorter is better than longer

Consider a simple captcha

Systematize incorporating the leads into your sales funnel & CRM software


Email Marketing


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


Resource:https://blogs.constantcontact.com/email-marketing-best-practices-2/

Social Media


Advertise on Social Media

Facebook Advertising

Linked In Ads

Remarketing /Retargeting


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/


https://developers.google.com/speed/pagespeed/insights/

https://www.google.com/webmasters/tools/mobile-friendly/

http://nibbler.silktide.com/

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/


http://quotes.lifehack.org/quote/warren-buffet/do-not-put-all-eggs-in-one/

https://irresistiblemail.com/gallery/powerstat

http://blog.funeralone.com/grow-your-business/funeral-marketing/remarkable-marketing-campaigns/

http://www.toptenreviews.com/services/insurance/best-final-expense-insurance/security-national-life-review/

http://searchengineland.com/library/google/google-algorithm-updates

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


mailto:[email protected]

http://www.datamangroup.com/

http://www.datamangroup.com/marketing-to-death/

https://www.datamangroup.com/2017-marketing-trends-death-care-industry/

http://www.datamangroup.com/downloads/ICCFA Jan 2015 Article.pdf

http://www.amazon.com/dp/152370893X/ref=rdr_ext_tmb

For More Info – scan this QR Code
