Click here to sign up to our free online marketing course for funeral directors. Get practical tips and best practice guides delivered to your inbox each month.
Welcome to Module 6 of our online course for funeral directors. This month we’re looking at Facebook – the most important social media channel you should be using to engage with customers and strengthen your brand.
First thing’s first. Do you have a Facebook Page for your funeral home?
If you do – great. If you don’t, you should set one up today. It takes about 10 minutes and is now an essential tool for all businesses. A Facebook Page is a genuine opportunity to tell your customers who you are, what you stand for, reinforce brand and deliver engaging content. Need more convincing? There are now more than 16,000,000 monthly active Facebook users in Australia – that’s over 65.8% of the population – and users spend an average of fifty minutes on on the site every day.
Now that we know where our customers are, we need to engage them. Properly. It’s not enough to just have a Facebook Page – in fact, a poorly set up and maintained page can actually turn customers away. In a later module, we’ll focus on the content itself and look at types of content, how to create it, tools you can use, where and when to post it, and measuring results. For now, we’ll start with the basics: making sure your Facebook Business Page is set up correctly.
Make sure you’ve created a Facebook Business Page and not a personal Facebook profile.
While it doesn’t sound like a huge difference, if you are using a personal page you’ll miss out on some significant opportunities, including call to action buttons, contact details, reviews, paid advertising and reporting tools. Compare the two pages below, and note some of the features missing from the personal page.
Your profile photo is the small square picture that appears on your page.
Your profile should be recognisable – typically a logo or an icon. If you are a solo funeral director a headshot may be suitable.
The important thing to keep in mind is that this is how you are recognised in search and posts (both on desktop and mobile) and that it can be be displayed as a fairly small icon on some devices. If your logo has a lot of writing, or a tag line, consider using a simplified version because most of this small detail will be unreadable – not a great first impression to make. Also ensure that your picture is properly centred. While the exact dimensions change from time to time, Page profile pictures currently display at 170×170 for desktop and 128×128 for mobile.
Here are some examples where the text is too small:
Here are some examples where the images aren’t the right dimensions:
Your cover photo is the biggest and most noticeable element on your Facebook Page, which is why it’s important to put some proper thought into it. It should be engaging and communicate something about your business. For example, if you are a 3 generation family funeral home, perhaps a photo of the family in uniform would make sense, or if you have beautiful grounds, perhaps a photo of your premises would be appropriate.
Similar to your profile photo, your cover photo should be a proper resolution and follow the dimension guidelines. It’s important to note that your cover photo actually resizes to different dimensions on desktop and mobile, so you should ensure that your photo works on all devices and key information isn’t cut out. At the time of this guide, cover photos display at 820×312 pixels on desktop and 640×360 pixels on mobile.
Here’s an example of a cover photo with a poor resolution for desktop. The image also appears to be a stock image rather than something crafted and meaningful to their brand.
Here’s an example of a cover photo which doesn’t take into account the mobile dimensions, cutting out half of the text:
The “call to action” (CTA) button is an important feature of Business Pages. It appears just under your cover photo and prompts visitors to take a specified action. The most appropriate options for funeral homes would either be a “Call Now” button (allowing a direct call from mobile) or a “Contact Us” button (which directs customers to your website contact page).
To add a CTA button click on the blue “Add a Button” box on your Page and select the type of button you would like to add.
While the “About” section is no longer previewed on your Business Page, people can still navigate to it by clicking the “About” tab on the left of your page. Importantly, the people clicking this button are those who are are close to calling you and becoming a customer, so it’s critical to make sure that they find the information they need.
There are many fields that you can fill out in this section and there’s no right answer as to what you should and shouldn’t include. Tobin Brothers’ About section is a good example of the type of content you might think about including.
It’s basic but it’s probably the most important section to make sure you’ve fully completed on your Page. Customers looking for this information want to get in touch with you, and if they can’t find it they might click out or put it off.
If you want people to be able to contact you privately through instant chat, turn on “Messages”. To do this, go to your Settings, and in the General tab ensure that the Messages checkbox is ticked.
Why should you enable Messages? People typically have a threshold when it comes to taking action. Instant chat requires less effort than picking up the phone, so it allows you to start more conversations with customers who might not have been comfortable with initially calling.
While it’s beneficial to enable Messages, you should only do so if you have the time to properly monitor and respond to your messages in a timely manner.
If you have posted an important piece of content and you want it to stay at the top of your Page rather than getting pushed down by newer posts, you can “pin” the post to the top of your feed. To do this, click on the down arrow in the top right corner of the post and click “Pin to Top of Page”.
Upcoming events or offers are an appropriate use of this feature. Alternatively, if you’ve invested in a video or other high quality content piece for your company and you want to ensure it’s seen by all visitors you should pin this to the top of your Page.
Customer reviews are arguably one of the most important long-term strategies that funeral directors should be thinking about now. Online consumers expect to find customer reviews and are looking to be reassured by them before making their final decision. Nielsen’s Global Online Consumer Survey revealed that 78% of all people trust consumer reviews above all other types of advertising and marketing.
If you were a customer tossing up between 2 funeral homes, would you choose the funeral home without a reviews section or the funeral home with 20+ 5-star reviews?
For more information on customer reviews and an introduction to our free customer review collection tool, click here.
Once you’ve properly set up your Facebook Page and have started posting content, it’s important to continually measure your results and adapt your strategy accordingly.
The “Insights” tab provides some great information and can be found in the top navigation bar.
While there’s a wealth of information that you can dig into, as a start, take a look at the reports on audience engagement with your posts. At a glance you should be able to tell what type of content is working and what isn’t. Consider then modifying your strategy to publish more of what works.
Here’s a Facebook post we published wishing Tina Arena a happy 50th birthday. As you can see we reached 14,700 people, achieved 848 clicks and 2,100 likes/shares. (Tina Arena? A strange thing to be posting about, right? In a later post we’ll explain the strategy behind our posts.)
Online consumers are scouring the internet for information about their options. A Facebook Page is yet another reflection of the quality of your business. A professional, polished and thoughtful page makes a similar impression to prospective customers. A poorly constructed page, on the other hand, communicates poor attention to detail and care.
It’s no secret that we spend a lot of time curating our Facebook Page at Gathered Here. Over the past 12 months, we’ve grown our audience to over 4,600 followers and, on average, our posts reach 80,000+ Australians every month.
Is your Facebook Page working for you?
We hope you’ve found this guide to setting up your Facebook Page helpful. If you have any questions, feel free to contact us at email@example.com or leave us a comment below.
Get peace of mind and write your will for free in less than 10 minutes.