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David Mills
By David Mills on November 06, 2019

Should I be taking Facebook Seriously as a senior services growth tool?

Should funeral home owners and managers, home care agencies, along with other senior service companies take Facebook seriously as a growth tool? You might think that simply having a Facebook icon on your obituaries is the right kind of use for this social media. Or perhaps, just a couple of posts a week on your page will do. Here’s the reality--funeral homes and other senior service businesses are using Facebook not just as way for families to post to their personal social networks, but rather they are putting it to work as a growth tool.

The best way to understand Facebook is to think about whether you want to get between a mother bear and her cubs.

The reason that seniors are on Facebook is the same reason that other people are— they want to connect with their family, and see pictures and videos of their grandchildren. This habit is basically an irresistible force. If their children, friends and grandchildren are sharing, then you can bet they will be there too.

And it’s not just a few odd seniors using Facebook. It’s over 6 in 10 of seniors who are 65+ and more than 70% of seniors over 55. And they are avid users, looking at Facebook daily and spending time connecting, commenting and sharing.

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Facebook is officially for old people

It’s kind of irritating for younger folks- the old folks have taken over their platform. That might be tough if you’re selling goods to millennials, but if you want to reach seniors, it’s news you need to know.

If someone told you that most of the seniors that you wanted to build trust with and prompt for preplanning where all gathering in a certain place, wouldn’t you want to be there? 

If Facebook is officially for old people, then it’s also officially good for funeral home marketing.

Here are three reasons that you should take Facebook seriously as a growth tool for your funeral home:

  1. It’s working for other funeral homes. Chris Tharp of Tharp Funeral Homes in Lynchburg, VA has been employing Story to provide Facebook marketing, and he reports, “Best pre-need and at-need year in history of the firm.” Much of this is due to the impact of Facebook marketing. To learn more about this, download the case study which identifies the strategies that were employed.
  2. Facebook has amazing amounts of data that enables funerals homes with the right approach, to reach exactly the people that are most likely to preplan and prefund, as well as those for whom long-term branding around quality funeral service and cremation will result in growth.
  3. Seniors are looking at their Facebook feed on their personal mobile device - right now in your community. And they are so active on Facebook that if you aren’t planning to move toward a Facebook Marketing approach to reach them, then your competition certainly will.

How to approach Facebook Marketing for your funeral home

You know that communicating with families around end-of-life issues requires a mature and thoughtful touch. Your approach to Facebook Marketing should be the same, providing real value to people. Here are some tips about how you can engage.

  1. Don’t use the boost button on your Facebook page. That “boost now” is secret code for “spend the most and get the least.” You’ll need to use professional help.
  2. Work with people that specialize in funeral home marketing. You need quality and appropriate ads and other content, not something that also works for a car dealer or hair salon. Don’t settle for experimental.
  3. Understand that your Facebook page is an extension of your brand, and connects back to your website and other digital tools. It needs to be branded carefully and intentionally built to create real leads that you can follow-up for preneed cases as well as building trust for future at-needs cases.

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Published by David Mills November 6, 2019
David Mills