Since their early inception, cemeteries, crematoriums and funeral homes continued unruffled seeming to adapt to the ever-changing times. However, most experts and insiders have now recognized that there is still more to be done if the industry is to thrive in the digital age.Why so? The advent of the internet and advanced technologies have changed consumer habits and expectations. An always-on, on-demand lifestyle has led to the evolution of culture and customs around death, as well as the desire for a more personalized and engaged manner of staying connected.
Marketing Automation is generally defined as a practice designed to keep your sales and marketing teams in touch with prospects through a continuous sales cycle, across a variety of channels, and with controls in place. As your business grows, it becomes impossible for any single Marketing Manager or Sales Manager to maintain 1 to 1 relationships with hundreds of prospects who may be using multiple communication platforms (email, mobile phones, social media, to name a few). As its name suggests, marketing automation allows businesses to scale the effort in a personalized way, without having to tap into additional resources to pull it off.Let's look at how marketing automation software can increase customer engagement for cemeteries, crematoriums and funeral homes:
As a first step to keep pace, most cemeteries, crematoriums and funeral homes have already added websites and other social media channels allowing them to connect with their customers online. Owning a number of social media platforms is great way to invite conversation, but managing each channel to its potential can be strenuous, if not a full-time job. Moreover, you can miss potential customers and opportunities in the noise of it all. Marketing Automation helps you harness the power of social media, and never miss a potential lead. The system can automatically capture whichever lead visits your website or tries to reach out and then alert you. Hence, you will not miss out on any potential customers.
If there is anything that turns off a customer, it is waiting too long for a response. Marketing automation helps reduce the response time to a customer significantly.The software tools allow the person in charge to be notified as soon as the prospect makes an inquiry or fills a web form. Your cemetery or funeral home is then able to respond quickly, during what is often a very stressful time for families and loved ones.
Drip marketing is a popular and effective feature of marketing automation software. Drip marketing allows you to keep a potential customer engaged over a longer period of time, and build a relationship without applying pressure. Sending emails allows you to nurture the relationship by providing helpful information, timed by a cadence that you control.Drip campaigns are structured according to the lead's behaviour in order to meet their needs. This also allows the messages to be personalized or timed to specific types of inquiries or events. These email campaigns are long running, and help position your business in the hearts and minds of prospects, so when the need arises, they will think of your business first and know who to get in contact.
Marketing Automation allows you to track and learn the behaviour of potential customers. This knowledge uncovers what your customer needs or what they are searching for, enabling you to reach out to at exactly the right moment to offer exactly what they are looking for. This is a great advantage in making a lasting impression on the customer and exceeding expectation.
So, you've increased your customer engagement and customer acquisition with the use of Marketing Automation – now you need to retain your customers. The fact remains there are competing forces out there; many cemeteries, crematoriums and funeral homes are expanding the areas they target to increase their customer base. Regular emails with highly personalized content helps maintain your connection and improves long term retention.
A great Marketing Automation solution will allow you to learn customer behaviour and tailor your outreach to match their needs at the right time, capture leads and never miss an opportunity to engage, and nurture prospects into loyal customers all with minimum effort from your business.