Social media marketing is perhaps the most powerful constantly evolving brand-building tool of all – but only if it is managed correctly. For the Casual user the internet is a reactive realm of ongoing conversations. For the Funeral Director, Social media is no longer a reactive project that you pursue in your free time on the weekends, it is a universal tool to engage your community in a long lasting way.
Ultimately the goal is to create a unique community asset and become top of mind when the time comes. Social Media is now and will continue to be an important part of any funeral home, funeral director or funeral professional’s marketing strategy.
5 Questions to consider before integrating Social Media into your Funeral Practice without a professional.
- Are you Successfully integrating the correct social platforms?
Social Media is a broad and overwhelming arena. There are literally hundreds of platforms to choose from. Funeral Directors and Professionals need to hire someone who understands what the different platforms are and which ones are of best benefit to their unique business. Each platform also offers a unique audience and different styles of communication. Telling your story in an effective way on the appropriate platform allows for greater social media influence.
- Do you understand what it means to be “social” online?
Social Media is not a traditional marketing tool. It is precise and strategic; companies need to hire someone who understands this unique tool. Social Media is about creating an engaging presence within your local community and creating long-term, loyal relationships. Our approach uses an 80/20 rule where approximately 80% of the content shared is conversational and for the benefit of the community both local and regional. That means less than 20% is direct exposure and marketing for the Funeral Home. The goal is to create long term impression that makes you a community asset. Digital Conversations are very fluid.
- Do you have the knack for creating captivating content?
In order to be successful, Social Media content needs to be valuable and captivating to the audience. Funeral Directors need someone who can take the time to find, generate, and create this valuable content. Simply stating a fact or occasionally sharing an article does not qualify as successful interaction. Most businesses will just hire anyone who can claim to manage social media. Hiring a Licensed Funeral Director/Social Media Manager ensures that the content that is shared is focused on your firm’s tradition and protocol. Internet reputation is a real thing. Trust someone who has experience.
- Do you have the time to commit to creating a Social Presence?
While Social Media is, in general, a low-cost (or even free) marketing source, it takes time to create a solid community presence. This translates to posting throughout the day, scheduling posts for out-of-office hours, designing valuable content, responding to audience interactions, gauging and creating engagement opportunities, developing a larger following, and being consistent in the postings (365 days a year). If you don’t have the time to commit to this, you need to hire someone who can. To create and to remain relevant online is a full time position.
- Do you know how to leverage and analyze Social Media Metrics?
Social Media analytics don’t look like all the other department analyses. There isn’t a direct link between number of “likes” to dollars through the door. But that doesn’t mean that Social Media doesn’t produce valuable ROI. Companies need to hire someone who understands the relationship between engagement and sales, expenditures on ads to click-through rates, and click-through rates to purchases.Using Social Media is a casual sense is very simple. Using Social Media for business is a very tricky and requires an understanding of how the Social sphere works on the internet. Social Media is a vital part of the overall marketing strategy, and when done properly, should be cohesive with the other aspects of the marketing strategy. But it is worth mentioning that Social Media is NOT a traditional marketing tool and if you want to be successful, you need to hire someone qualified to do the job.