How Covid changed the Funeral Industry 

How Covid changed the Funeral Industry 

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It’s been a decade of change for the industry from regulations to the pandemic. The constant adaption to these challenges has been successfully met. As the UK’s first Digital Marketing Company with actual industry experience, we spend a lot of time talking with Funeral Directors – all of you offering something unique to your communities but sharing similar concerns.

At Ignite Group we want to give back to the Funeral Community that have trusted and supported us, and over the next few months we will be sharing useful information for your consideration to guide you and keep you one step ahead in an ever-evolving climate.

How Covid changed the Funeral Industry 

Since the covid restrictions were lifted there has been a shift in the decision making of choosing a Funeral Director. 

Whereas, tradition kept family and community loyalty, there is a guilt free consciousness in families researching online via their mobile phones and laptops, looking at best prices and tailoring down the services. Search engines are showing terminology when selecting a Funeral Director, key wording include “cheap funerals by me” and “affordable funerals”. 

During covid and the restrictions on arrangements guidance information was sourced by families online. This evolved to Funeral Homes adding guidance pages to their own websites as part of their care package, allowing useful recourses to be available 24 hours a day.

Due to the increase in internet searches before choosing a Funeral Director, being relevant and visible digitally within your area both on search engines and social media allows you to build relationships with your community and be there in real time for when they need you most, making you the first Funeral Home they call.

What can do you?

Think of your website as your shopfront window and search engines and social media create the passing traffic. We will go into these in more detail in our next monthly newsletter.

Here are some of the ways that you can keep at the forefront of your community:

  • Google Ads:
    • Create targeted Google Ads campaigns to reach families searching for funeral services.
    • Utilise location-based targeting to capture local searches for “affordable funerals near me.”
    • Optimise ad copy to emphasise affordability, compassion, and personalised services.
    • Implement ad extensions to provide additional information, such as contact details and unique selling points.
  • High Ranking Websites:
    • Invest in search engine optimisation (SEO) to improve the funeral home website’s visibility in search results.
    • Focus on local SEO strategies to enhance the chances of appearing in “near me” searches.
    • Develop quality content that addresses common questions, concerns, and showcases the funeral home’s unique offerings.
    • Encourage positive reviews and testimonials to build trust and credibility.
  • Social Media:
    • Establish a strong presence on social media platforms where families may seek information, such as Facebook or Instagram.
    • Share engaging and empathetic content, including testimonials, charity and community work, and informative posts about funeral services.
    • Use targeted social media advertising to reach specific demographics, highlighting affordability and personalised services.
    • Foster community engagement by participating in conversations, responding to inquiries, and sharing relevant content.
  • Responsive Website Design:
    • Ensure the funeral home’s website is mobile-friendly for users researching on various devices.
    • Implement clear calls-to-action on the website, directing visitors to contact the funeral home, schedule consultations, or explore affordable options.
    • Provide easily accessible information on services, guidance, pricing, and contact details.
  • Online Reputation Management:
    • Monitor and manage online reviews across platforms to address concerns promptly and maintain a positive reputation.
    • Encourage satisfied clients to leave reviews and testimonials, showcasing the funeral home’s commitment to affordability and quality service.
    • Utilise feedback to continually improve services and address any areas of improvement.
  • Educational Content:
    • Develop informative blog posts, articles, or videos that educate families about the funeral planning process, cost considerations, and available options.
    • Share this content across the website, social media, and through targeted advertising to position the funeral home as an expert in the field.
  • Analytics and Data Tracking:
    • Implement analytics tools to track the performance of online campaigns, website traffic, and user engagement.
    • Use data insights to refine marketing strategies, allocate budget effectively, and enhance the online user experience.

By integrating these strategies, funeral directors can effectively leverage Google Ads, high-ranking websites, and social media to connect with families who increasingly rely on online research in the post-COVID era.

The Funeral Industry is steeped in traditional values and we want you to celebrate that, and with new approaches and embracing the accessibility now being utilised via mobile phones and search engines, we can put you in the heart of your community.

We are here to help. Please contact us should you have any questions