marketing strategy

One Powerful Way to Improve Your Funeral Home Marketing Strategy

By Lauren Schwenker, Digital Sales Manager


If your funeral home is in a competitive market, you probably want to use every tool available to set yourself apart.

One of the best ways you can stand out?

Social proof.

Social proof is a phenomenon studied in psychology, and it can be a powerful tool that gives you a competitive edge.

Essentially, it’s the idea that we tend to trust the opinions and behaviors of others, especially if they are experts, celebrities, influencers, and even individuals who have had an experience with your business. That trust is transferred to your business through social proof.

In this blog, we will cover how you can use the marketing strategy of social proof to help you stand out from the competition when community members search online for funeral homes in their area.

Facebook and Google Reviews

Perhaps the most effective form of social proof is online reviews, whether on Facebook or Google. Many potential customers will read these review sites before deciding on which funeral home to use. So, it’s important to make sure your funeral home’s presence is strong on both platforms.

To start, claim your business pages on both Facebook and Google. This will allow you to respond to reviews and control the information that potential customers see about your business.

Once you’ve claimed your pages, encourage satisfied customers to leave reviews by providing links on your website and in any email or print communications you send out. If you offer an email or text aftercare program, such as Circle of Friends+, you can request reviews as part of your aftercare program!

When it comes to responding to reviews, always take the high road. No matter how negative a review may be, resist the urge to argue with the customer. Instead, thank them for their feedback and invite them to contact you directly so you can resolve any issues they have. By taking this approach, you’ll show potential customers that you’re committed to providing excellent service – even when things don’t go perfectly.

By leveraging social proof in the form of Facebook and Google reviews, you can give your funeral home marketing strategy a boost and set yourself apart from the competition.

Followers on Facebook

As a funeral home, you need a strong presence on social media.


Because social media is one of the most powerful marketing tools you have at your disposal. And one of the best ways to measure your social media presence is by looking at your number of followers on Facebook.

Having many followers on Facebook is important because it shows that you’re a trusted provider in your community. When people see that you have a lot of followers, they’re more likely to trust that many families are looking to you for guidance and support before, during, and after the funeral service.

It’s even better if your followers are engaging with your content on Facebook. That’s because it shows they like you and trust you as a source of information and assistance. Additionally, if people are sharing your content with their friends, that is just about the best social proof you can get!

So how can you increase your followers and engagement on Facebook? Here are some tips:

1. Make sure your Facebook page is up-to-date and accurate. People will check out your page before they do business with you, so you want to make sure everything is correct.

2. Post interesting and engaging content regularly. Give people a reason to follow you by sharing interesting articles, photos, videos, and other content that will appeal to your target audience.

3. Run ads or boosted posts targeted at potential customers in your area. Ads and boosted posts effectively reach new people interested in following you on Facebook.

A strong following on Facebook also helps with your Google rankings and proves that you care about engaging with your community. It’s a win-win!

Video Testimonials

Video testimonials can also be an effective form of social proof for your funeral home. They provide potential customers with a real-life example of the excellent service you provide.

To make the most of video testimonials, ask questions that help tell the story. Ask questions like What were your initial feelings about planning a service? How did the staff at ABC Funeral Home help you? What were the biggest benefits of the funeral experience?

When creating video testimonials, keep the following tips in mind:

Make sure the videos are high quality and feature satisfied customers

Post videos on your website and social media platforms, including YouTube

Use positive customer reviews to your advantage – if the family left a five-star glowing review, check with them to see if they would be willing to share their story on video

In addition to offering social proof through a video testimonial, video content on your website will also help your funeral home stand out from most other funeral homes’ websites, which usually contain templated, generic content.

Awards & Recognitions

Awards and recognitions demonstrate social proof for your funeral home through an expert, third-party opinion. If you are recognized with a community, industry, or national award, you should share the news and gain a bit of social proof.

But be careful about how you share your news. Remain humble, tell your followers how honored you are, and recognize those who made the award possible. Thank the families you serve for their high ratings on customer satisfaction surveys or your dedicated staff for their tireless serving families daily.

If you don’t currently participate in awards or recognition programs, look for ways to participate in award programs offered through your community or industry.

By being a little proactive in gathering reviews, engaging with followers on Facebook, collecting video testimonials, and participating in an occasional award program, you will be well on your way to giving yourself a competitive advantage by using the powerful marketing strategy of social proof.

Need help getting your social media marketing strategy to the next level?

Our team is here and happy to help! Simply fill out the form below, and we can help you start growing your audience on Facebook, getting a steady flow of Google reviews, and even help you capture high-quality video testimonials!

Want to learn more about social media for your funeral home? Read these articles next.

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