This presentation gives death care marketers the tools to maximize their lead generation efforts by fine-tuning their best prospects and using the top channels to reach them.
Marketers will find a myriad of both at need and pre-need marketing tips they can use to increase the number of leads they bring into their funeral home or chapel.
Presented at the New Jersey State Funeral Directors conference, Sept 26-27, Atlantic City, NJ
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Lead Generation for Funeral Homes, Cemeteries & Memorial Chapels
1. Lead Generation
Blending multiple media channels to reach the Best
Prospects for your Funeral Home or Cemetery
Dale “ DataDale” Filhaber
President, Dataman Group Direct
Author, Lead Generation Made Easier
2. 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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4. 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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7. 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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8. 2 Different Markets
Pre Need
At Need
And the way we market to them is
very different
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9. Which way to go?
Inbound Outbound
Creating situations
where prospects can
find you
Reaching out to find
your best prospects
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10. 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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14. 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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22. 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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23. Top Pre Need Marketing
Channel
Direct Mail is #1
• Targeted
• Personalized
• Trackable
• Responsive
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24. 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!
25. 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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26. New Opportunities in 2017
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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?
27. New Opportunities in 2017
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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?
28. 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/
31. So Does Peace of Mind
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32. Do you have a Tagline?
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Phillips & Meyer Funeral Home, Brookville IN
Harpring & Sons, Batesville IN
33. 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
34. Response Mechanism
Business Reply Mail
Click to call
QR Codes that drive
responders to your website
or
to a lead generation form
or social media
Text to a phone # to get
more information
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36. 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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38. 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
40. It starts with your Website
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41. 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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42. 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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43. Lead Generation Form
Perfecting your form
shorter is better than longer
Consider a simple captcha
Systematize incorporating
the leads into your sales
funnel & CRM software
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45. 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/e
mail-marketing-best-practices-2/
47. Advertise on Social Media
Facebook Advertising
Linked In Ads
Remarketing /Retargeting
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48. 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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49. 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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50. Questions?
Dale “Data Dale” Filhaber
800.771.3282
dale@datamangroup.com
www.datamangroup.com
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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51. For More Info – scan this QR Code
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