Your firm has a remarkable opportunity—an opportunity to leverage social media marketing to generate leads, build brand awareness and provide unique value to your community by sharing your expertise in funeral planning.
So, what’s stopping some brands from using the tools that social media has to offer? Developing and managing an effective social media presence can seem difficult (and time-consuming), but that doesn’t have to be the case. Here are five ways to set your firm on a course for funeral home social media success:
1. Start with a strategy
Social media presents a tremendous opportunity for your funeral home to connect with your community. But in order for it to be effective for your firm, you need to put a strategy in place that will help you achieve clearly defined goals. You’ll save time in the long run if, before you begin (or revamp) your social media efforts, you set out a plan for what you want to accomplish.
When setting your funeral home’s social media goals, it’s helpful to refer to the S.M.A.R.T. acronym. The elements of this goal-setting tool sometimes vary slightly, but the overall principles are generally consistent for most applications. Your goals should be:
- Achievable (and Assignable)
- Relevant (and Realistic)
2. Become familiar with key performance metrics
Facebook helps take the guesswork out of social media marketing efforts for your funeral home. The Facebook Insights section, which is available in your Page’s administrator tools, provides analytics that help you track how your content is performing in relation to your goals.
Get started by reviewing impressions (the number of times a post is seen), reach (the number of people who see a post) and engagement (interactions with a post, such as comments, shares and reactions). To learn more about these performance indicators and other key social media terms, refer to the social media terminology glossary on page 29 of our social media guide.
3. Get your team involved
Social media is all about building a community with the people who can benefit from your services. The more content you create that specifically addresses topics and events that matter to your community, the more successful your efforts will be.
Encourage all members of your staff to get involved in generating ideas for new posts that can help you reach people in your community with messages that are relevant to them. From developing contests to creating video interviews about topics related to funeral planning, every person in your firm can bring something unique to your social media marketing.
4. Focus on the most effective resources
New social media channels and tools are constantly emerging, providing brands with new and exciting ways to communicate with their potential customers. While it’s important to pay attention to these innovative resources, you must first ensure that you’re using the most effective platform well—and for funeral homes, that platform is currently Facebook.
Facebook just makes sense as the primary focus of your social media strategy. According to recent Pew Research Center surveys, over 60% of U.S. adults use Facebook. In addition, the surveys reveal that most Facebook users (seven in ten) say they visit the website on a daily basis.
Once you’re satisfied with your Facebook strategy and performance, you can begin developing a presence on other social media platforms. For example, Instagram is a platform that can help firms share in-the-moment visual content from their community outreach and volunteer events.
5. Leverage your expertise and brand attributes
One common concern for brands that are just starting out on social media is that they won’t have enough content to post on a regular basis, or that people simply won’t be interested in what they have to say. But once you get started (and, as previously mentioned, get your team involved), you’ll likely be surprised by how much content you can come up with to share with your community.
Your social media content calendar should include a mix of posts with enough variety to keep your audience engaged. What sets your firm apart? What knowledge can you share that will bring value to your audience and help make your firm their top choice when they need your services? Keeping those questions in mind will help you leverage your firm’s unique attributes and the expertise you have to offer.
Social media is a valuable tool, and it doesn’t have to be difficult to manage. Start by setting your goals, and then keep pressure on them to ensure you’re achieving the results you want for your firm.
Need help developing or overhauling your funeral home’s social media strategy? Contact your account executive today.