By 2028, the number of Facebook users is expected to grow to over 265 million users in the US alone. That statistic should be 1 of 5 reasons for your funeral home to be active on Facebook now.

The truth is, many funeral homes have a Facebook page, but a majority are using it to post obituaries. If that’s you, you’re missing the opportunity to connect with consumers and families online who will benefit from your offerings.

But we’re here to help.

Here are 5 reasons to get active on Facebook, including tips you can try today.

Reason #1: It’s where the people are at

Based on Statista research, over 302 million Americans use social media, with Facebook (now Meta) as the most popular.

Similarly, in a 2021 study we did with Passare and McKee Wallwork + Co., we found that 90% of participants use social media. In fact, 54% claimed to use it daily. Learn more about the findings here.

That’s why it’s important to leverage Facebook to connect with preneed and at-need families. Both audiences have specific needs, and when you discover what those are, your page will be one to follow.

Learn more about each audience here.

Reason #2: It offers the greatest opportunity for sales growth today

Facebook is a great way to reach out to families about preplanning as part of your overall marketing strategy. But who exactly is this audience?

The preneed audience:

– Is aged 50+

– Varies in knowledge about preplanning

– Can be easily be targeted on Facebook

– Could be interested in planning and paying for a funeral entirely online (check out Arrangement Guide for more information)

This group may be ready to purchase a preneed plan, especially if they just experienced the death of a loved one without a preplanned funeral. This group could also be ready take the leap and start their own prearranged funeral plan.

But most people will not fall into this audience. Most will either be slightly interested, curious, or completely unaware of the options for preplanning. These people will need to see educational content about why they should plan ahead before you can ask them to do anything. They will need to know that you are a trustworthy funeral professional who can provide the best service for them and their families. That’s why you need to post valuable, informative, and thought-provoking content to educate them.

More on the type of content to share is addressed in reason #5.

Reason #3: It creates brand awareness

Ever hear of the psychological principle that “repetition breeds familiarity?” Familiarity builds trust, and that’s exactly what you want to do online.

Simply having a Facebook page isn’t enough. You need to share important information frequently and at the right times for the Facebook algorithm to show your content to more people.

👉 This article breaks down how the algorithm works.

Besides posting frequently, some funeral homes take advantage of Facebook “boosting” to show their content to specific groups of people. Though this costs money, it ensures your content is shown to thousands of people in your community and not lost in the Facebook algorithm.

👉 Here’s a breakdown of how boosting works.

All in all, you want to make your page one to follow. What do you post/share? How are you different? Are you educational? That will increase awareness more than anything.

Reason #4: It helps build relationships, connections, and brand loyalty

Facebook is a great place to build community with your followers in ways that your website can’t.

Build brand loyalty and a community on your page by interacting with followers and guests. This can look like replying to comments, sending direct messages, and engaging with them on your page.

Some funeral homes have even created sub-communities for grief support on Facebook, which people can join and interact with others going through similar situations.

Getting people to like your posts and follow your funeral home page is one thing; keeping them there is another. So, make sure your page is one to follow!

Reason #5: It educates families through your content

Consistently posting great content provides education that families need. If you’re not debunking myths, answering their questions, or sharing helpful information, they’ll just turn to Google and could end up being misinformed.

In the families’ eyes, you want to be seen as a knowledgeable, trusted guide. That’s why what you post on your page is so important.

Since you have two main audiences (preneed and at-need), you want to post content for both groups. Here are a few ideas to try:

1. Help each audience understand the value of a funeral.

Whether a family is curious or is at-need, knowing how to plan a meaningful funeral is important. You also want to share why it is and how it facilitates a healthy grief process. This content can look like:

– A free eBook guide (perfect for capturing leads)

– Going live on video to answer popular questions

– Explaining what they don’t get from a direct cremation

– Sharing how embalming, cremation, and other disposition options work

– Sharing helpful articles from reputable sources (try www.funeralbasics.org)

2. Show how your funeral home is different.

Whether your funeral home is in a big city or a small town, families want to see the people behind the funeral home. Try posting things like:

– Your funeral home/company values

– Short videos with staff to showcase who they are and why they’re in the profession

– Photos or videos of grief or therapy dogs (These posts are super popular!)

3. Share reviews or testimonials.

Families are your biggest advocates, so feature them if you can! Get their consent to share their experience with you on your Facebook page. You can even “pin” it to the top of your page so it’s the first thing people see.

Though there are more than 5 reasons to get active on Facebook, these are great starting points to consider. Building a Facebook page takes a lot of time, expertise, and trial-and-error to see what resonates with families. These reasons are why many funeral homes outsource this job to a social media marketing service. Depending on the service, it’s worth the investment! Look for a solution that provides exceptional content and consistent results.

👉 Check out our program if you want to grow your Facebook page in 2023.