Shopping for monuments is seldom a happy occasion, so it’s often difficult to find ways to market to people who are actively looking to buy a headstone. Respect and decorum are the name of the game. Keep that in mind and take a look at these six tips that should make it easier to reach your intended audience.
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1. Return To Content Marketing
While you might have heard that blog posts and search engine optimization don’t attract as much traffic as they used to, they’re still useful when it comes to marketing unique headstones. People who are ready to actually place an order for a headstone are generally running hyperlocal searches as they look for a place to buy a monument nearby. As a result, there’s a good chance they’re going to be using a search engine in the traditional way. They’ll probably be typing in the names of nearby towns and cities, so you’ll want to keep this in mind when you’re coming up with potential keywords to target.
2. Emphasize Your Custom Designs
Potential clients who want unique headstones want to be sure that they’re able to buy a custom one-of-a-kind memorial. Be sure to stress the fact that you’re able to provide individualized monuments in every piece of marketing material you post.
3. Provide Plenty of Example Images
A good way to showcase your organization’s ability to offer custom monuments is to lavishly illustrate your marketing copy with a healthy number of photographs. Try taking photos of stones cut into unusual or striking shapes. These should prove very attractive to those actively shopping for headstones. Since you’re dealing with such a sensitive topic, you probably can’t upload images of your headstones in use. If your company has any floor-model samples, though, there shouldn’t be any problem with these.
4. Build a Rapport With Clients
Marketing headstones isn’t really any different from marketing any other product. Customers are still going to gravitate toward brands they trust. Put together some evergreen content that establishes you as an expert in the field. Social video content that discusses the right way to select and care for a headstone is often a good place to start.
5. Network With Other Businesses
Print advertising still has a role to play in the industry. See if you can exchange flyers or pamphlets with other local cemeteries and funeral homes. Customers who are already visiting these locations will see your marketing materials at a time when they’re most likely to actually buy a monument.
6. Send Direct Mail
Consider sending out direct mailings if you’re able to offer a special promotion to potential clients. While you might not have thought about this kind of marketing for some time, it still works very well when done correctly. The monument industry is expected to grow to $2.6 billion, which represents a large opportunity for those who know how to reach customers through multiple channels. Add contact information to each missive along with web addresses so your recipients can check your brand out online.
While shopping for headstones isn’t a fun thing to do, it’s something that most people will do at some point in their lives, so it’s important to have a marketing strategy to reach people when they need a unique headstone.