Content

1. SEO (Search Engine Optimization):Content dictates how and where your website is ranked on Google. Fresh, original content helps you rank higher.
2. Education: Content educates people about funeral homes and funeral services. It teaches people about your offerings and explains why they should pay for your assistance.
3. Engagement: Content needs to be compelling and interactive. It should foster dialogue, so you can have meaningful experiences with your current and potential clients.

Different Platforms, Different Content

Resist the urge to cut and paste the same content across all of your marketing outlets. Each platform, from websites and blogs to social media and eNewsletters, has its own guidelines. Your message can always be the same, but shape your content to fit its intended channel.

Online Reviews: Content must be accurate, timely, and courteous. We recommend responding to positive reviews with prompt thank-you messages and to negative reviews with action-oriented, heartfelt messages.

Websites: Content should consist of 400-500 words per page, be highly informative, detail services rendered, and be optimized for funeral and local keywords.

Blogs: Content should take the shape of short paragraphs, bullet points, and easy-to-understand funeral and grieving topics.

Social Media: Content should mirror the style of a relaxed coffee shop conversation. Mix funeral and grieving topics with community events and other general interest items.

Curious about how well your content represents your business? Contact Melissa Neff for a free content consultation at 877-244-9322, ext. 100 or email melissa@beyondindigo.com.

1. Go to www.google.com/placesforbusiness to sign up. (Free!)
2. You will need to create a Google account first, if you don’t already have one. Best to not use a personal one and just create one for the business. Google has pretty clear instructions that walk you through the process.
3. Many businesses that have been around awhile already have Google Places listings that can be pulled in from various sources such as online data aggregators. If you type in Your Business Name, City, State in Google Maps search [maps.google.com] and see a listing link to the left of Google Map search results with red map pinpoint next to business name, this should indicate if one exists or not. Also, Google can check for you—when you go to the “Google Places for Business” page, Google searches to see if you have a listing when you type in your business phone number, and then walks you through the process of claiming or editing your listing. However, it’s best to take advantage of any existing listing with good reviews and conduct a manual search as mentioned above, so you can be sure of which listing is being claimed. If you have a brand new business, needless to say, this won’t be an issue and new businesses can sign up directly at www.google.com/placesforbusiness.
4. If you DO have a listing that already exists, click on the business name link, which will take you to your listing. Once you are on the actual listing page, click on the link in the upper right that says “Business Owner?” You will be prompted to sign in to Google in order to edit info in your listing. (Once you have verified your listing, that same link will change to “Owner Verified Listing.”)
5. At the end of the process, Google will prompt you with a verification code that can be sent via mail or phone. The mail option can take a number of weeks and gets tossed inadvertently. Best to choose the phone option and have someone standing by at your main business number, because the verification process is automated and the call will be sent immediately. (New businesses that are creating a listing from scratch will only have the mail option.) Google is using your business number to verify you are indeed a real business and you’re not misrepresenting yourself and trying to rip off someone else’s listing. Once you have the verification PIN #, plug that number into the field where Google prompts you to, and you’re done. You now can edit away, consolidate any duplicate listings, and add information.
6. Best to add service keywords about your business to the “Category” section, as well as add specific services to the business description section. Google has streamlined the listing display, so some information in the admin area of your listing may not show up in the public display.
7. Consider asking satisfied customers if they might be willing to share their thoughts online at Google (and other sites). It’s always best to “capture the moment” when a client offers positive feedback and inquire if they would be willing to “digitize” their comments, which can then help others just like themselves…  Plentiful positive reviews is one factor that can help your Google Places listing rise to the top of local search results. Some businesses put up a review page on their website with links to online listings to help precipitate action on this; others also offer an incentive (raffle entry or similar offer) to encourage follow through, so you might consider these options to help gain good reviews. A raffle entry is considered a better incentive, as direct discounts for each review posted is considered less ethical (like buying reviews).
8. Keep your Google Places listing current to show how your practice stands out from the rest. You can post information about your business, monitor website traffic, post coupons, and so on. Check out the Google Places YouTube channel  and Google Places Support to find out more about how this can work for your business.

On its surface, Timeline is a new, more image-centered look. But one of the best features is that it allows you to backfill your Timeline with earlier events, so you can easily tell the story of your business online. It’s like a virtual online scrapbook for your business.

Five changes to look for:

1. Your page will look very different. Your cover image will be front and center, like a billboard for your business. It’s a great place for promotions, or to tie in your website. If you don’t add one, you’ll just have a blank space, so take advantage of this new opportunity.
2. Profile pictures dimensions will change to be smaller and perfectly square. Make sure yours looks great.
3. You can “pin” a post to the top of the timeline which allows you to highlight a special event, a coupon or a contest.
4. Custom landing pages will disappear and everyone will be directed to your wall. This may change the way you market your page.
5. Your fans can contact you directly. Now people can contact you privately using messages rather than having to post on your wall. Notifications about new messages will appear right in your admin panel.

Join Beyond Indigo’s Social Media Specialist, Melanie Burger, for our customer-only webinar on Tuesday, March 20, 2012. You will learn the ins and outs of the new Timeline layout including all of these new features and many more. The transition to Timeline doesn’t have to be painful. Let us help you through it.

No time for your Timeline?

Let us do the work for you! For only $299, we’ll make sure your Timeline looks great. We’ll adjust your logos, create a great cover photo and make sure all of your tabs and custom features are in place for the switch. Already a customer? Bonus! We’ll do yours for $199. Contact Melissa Neff at melissa@beyondindigo.com or 877-244-9322 x 100 for more information.

1. Decide to start

   For your social media efforts to have a real impact on your business, you need to be committed to them. Simply setting up a Facebook page and then forgetting about it will not help you to develop a better relationship with your clients. You need to commit to being present and engaging with your followers. This is what will keep them coming back, and telling their friends.

2. Build your network with people you already know first

   It can be daunting to think about how to gain new “likes” on a page that currently doesn’t have any. The best way to start is by reaching out to people you already know. If you have past clients or colleagues who you know are on Facebook, send them an invitation to like your page.If you can’t find anyone online, ask them in person. Marketing your Facebook page outside of Facebook is a great way to get people interested. It’s okay to promote yourself!

3. Be real

   Don’t be afraid to let your Facebook page have a personality. Talk to your followers the way you would talk to your friends (while still keeping it professional, obviously).  People follow brands on Facebook because they want to interact with the people behind the brand. They want to make a connection with you. If you make your page too sterile, they’ll stop coming back. Answer client questions, share pictures and videos, give advice, inform clients of local events. But most important, don’t be afraid to be yourself!

4. Recognize and reward

   People love recognition. When your followers start participating on your wall, be sure to reward them for their activity. It can be as simple as replying to a post, or you can take it as far as offering them a gift certificate to a local business to thank them for their activity, depending on the level of participation involved.

5. Monitor

   Facebook offers “Insights” to help you keep an eye on how your page is growing. You should be monitoring this once a week or so to get information such as the average age of your followers, the ratio of men to woman, and, most importantly, the reach and virality of your page posts. This metric will help you understand which of your posts are the most popular with your followers, so you can adjust future posting habits to include more of that post type.

These are the basics for building a solid social media foundation on Facebook. Keep in mind, there are other social media channels to explore, such as YouTube, Twitter, and Google+. While you don’t need to be on all of these networks all the time, it’s important to know that they exist, and do provide additional opportunities for you to reach people.

If you’d like help in setting up or managing your Social Media presence, please contact Melissa Neff at 877-244-9322 ext 100 or melissa@beyondindigo.com.

Funeral directors tend to be check-the-box, face-to-face people. They like to cross out items on checklists and be “done.” Even though they may have a website, they don’t take it one step deeper to see who’s visiting it or what kind of results they’re getting. Many funeral home owners also still advertise in the Yellow Pages, even though only 5-10% of them actually use the Yellow Pages to find information.

Grieving individuals, on the other hand, seek online obituaries/memorials, grief support information, and message boards. They have smart phones, make constant online searches, and use social media. Sites like our very own Grieving.com and Facebook.com/mygriefsupport bring them a significant amount of comfort and healing.

Many funeral professionals think that their clients aren’t online and that people over the age of 40 don’t use the Internet. They also use social media sparingly and haven’t warmed up to the concept of Facebook. This data sheet from the Pew Research Center shows for certain that people of all ages use the Internet.

Families and grieving individuals love Facebook because they find great healing from connecting with family members, friends, coworkers, and businesses.

Funeral professionals must make the most of their online presences if they want to form meaningful connections with families. What does your Internet presence say about your business? Time to find out and take action in 2012. Contact Kelly at 877-244-9322, ext. 1 or kelly@beyondindigo.com for a free consultation.

Connect With Us

Like us on Facebook at facebook.com/beyondindigofunerals and follow us on Twitter at twitter.com/beyondfunerals.

Here are a few simple rules that will help you on your way to online marketing success:

1. Content is King.

This phrase has been said so often that it’s become cliché, but that’s only because it’s so true! Just like you can count on your dog to actually sniff that fire hydrant, you can count on users to visit websites that have good and interesting content. Nowadays we are swimming in data; the key is to make sure the data your offering to your users is more interesting and compelling than that of your competitors. This is what will keep them coming back.

2. Consistency = Comfort.

We already know that your content needs to be compelling. Another key in online marketing is making sure your content is consistent. Think of McDonald’s. Whether or not you eat there, you know exactly what they offer and what you can expect from them as a brand. This is the type of consistency we as consumers have been trained to respond to. We trust brands that offer us consistency, and we’re more likely to buy from the brands that we trust.

3. Multiple Platforms Reach Multiple People.

Your clients are spending their time in a lot of different places these days, so it no longer makes sense to place a yellow page ad and think that they’ll come to find you. You need to go and find them in the places where they already are, namely: Facebook. We know it can be a little daunting if you’re not familiar with social media, but when you consider that 93% of adult Americans are on Facebook, it becomes a no-brainer. Your customers are there, and they expect you to be too. Don’t let fear of the unknown prevent your business from reaching potential new clients.

We are here to help you succeed! Call our Sales and Marketing Manager, Melissa Neff at 877.244.9322 x100, or send her an email.

How do you reach this potential market? First, you need to study the population trends in your area. What is your most populated ethnicity? What is the second most populated ethnicity?
As you begin to realize, you may have an entirely overlooked market segment! What’s the best way to reach this market? You can try several methods including speaking to local groups, sponsoring at local events and letting them know that they are welcome at your business. Lastly, you will want to add a page or two to your website in the language of the ethnic group that you want to market. For example, you could have a page in Spanish with information about your services and any special accomodations. Keep in mind that many ethnic groups are very loyal. This means that once you provide an outstanding service to one member, you have the remaining members knocking down your door!
Beyond Indigo can build the web pages in just about any language as long as you provide the content. No other website provider offers this type of service. Contact Scott@beyondindigo.com for more information.

Help with Yelp: How Online Reviews (and Filters) Can Affect Funeral Home Business August 7, 2011 by Trice Atkinson
When it comes to online reputation management for your funeral home business, Yelp is one of the major players the realm of online reviews that you should be monitoring closely. Founded in 2004 as a website devoted to helping online users connect with local businesses, Yelp has grown into one of the most popular review sites on the web. According to information provided on the Yelp site, on average more than 50 million people visit Yelp every month in search of services, and to read and post reviews. While there are a number of other websites that also offer consumers this option, what separates Yelp from the rest of pack is that it employs a fairly stringent review filter. The result is that some reviews that may seem benign and credible will not be displayed and will get filtered out. If a new-to-Yelp business is striving to establish credibility, they may of course get frustrated with reviews that they know are submitted by legitimate customers, but are still being filtered. Fortunately, in these cases consumers can still read filtered reviews by clicking on the gray link indicating the number of filtered reviews (“X Filtered”) at the bottom left of any Yelp business listing. In the event you cannot not see this link, then the business listing does not have any filtered reviews.

How Credible Reviews Make It Through the Yelp FilterLet’s take a closer look at how the filtering process works. As quoted from their site:
“Yelp’s review filter is designed to help protect against fake reviews, including those that might be written by a competitor or a disgruntled former employee. Since it’s not always easy to distinguish the good guys from the bad guys, the system sometimes affects perfectly legitimate reviews, especially those that are written by less established users. Some businesses might fear that they are being singled out among the millions of businesses on Yelp. Rest assured, the review filter is automated to reduce human bias. It affects both positive and negative reviews, and doesn’t have anything to do with whether a business is an advertiser or not.”

Note the word “established” in the above explanation: For those reviewers who have only posted one review on Yelp, and have not been active otherwise on the site (such as those who do not have a profile, photo, or have not “friended” others), they are much more likely to have their reviews filtered. This “filtered” status will usually change once the reviewer becomes more involved and “established” on the site — meaning more credible in the eyes of Yelp. When it comes to making it through the Yelp filter as a reviewer, it’s really just about making efforts to be active on the website, and regularly posting helpful reviews.

If you find your business is receiving negative reviews on Yelp it is important to remember that reviews can change from negative to positive over time. One of the ways to help this happen is to reach out to those reviewers who were unhappy with the services you provided. An unsatisfied customer might reconsider changing their low rating to a higher one if they feel acknowledged and that the issues they mentioned in their review have been addressed. Yelp reviews are not static, and can morph in status over time. To help overcome the Yelp Review Filter, strategies can include: voting the review useful or funny, sending the reviewer a compliment, letting them know their review is being filtered and encouraging them to fill out their profile, or asking to be added as a friend on Yelp. Making efforts such as these to engage the review and the reviewer will help in getting those filtered reviews to show up on your Yelp business page.

Why Yelp is Important to Your Funeral Business, and Your Families A large percentage of consumers check online reviews when seeking a specific product or service, and often rely on web-based feedback early in their decision-making. However, a much smaller percentage actually post online feedback, and as such, a more vocal minority may have a greater impact on the decisions that your potential customers make. Becoming involved and proactive at online review sites such as Yelp is a crucial part of online reputation management for your funeral business and will pay off in the long run if you are willing to stay on top of it!

Takeaway IdeasCreate or claim the business listing for your funeral business on Yelp (and other online directories/review sites), fill out all applicable fields, and engage with consumer feedback regularly.
Encourage satisfied families to write and post reviews by offering great customer service.
Reach out to your reviewers (that includes both positive and negative).
Check out Yelp (and other online directories/review sites) to see what consumers are saying about your business!

Knowing what to do is the first part of battle. Creating a funeral home marketing plan and engaging your families will provide further positive results.  Take some time now and look online for your funeral home business and see what families are saying about you.