As a funeral professional, you may be wondering…is social media marketing effective?

After all, platforms like Facebook are where friends and family share news and updates. So, does a message from a funeral home seem out of place?

Not quite. It boils down to what motivates someone to take action on social media. You want people to click on your ads, fill out forms, and register for events. But what exactly will help nudge your audience in the right direction?

Fortunately, psychology can help. By understanding what motivates your audience, you can use principles of psychology to improve the results of your social media marketing.

Here are 5 tips to try today.

1. Follow the “rule of reciprocation”

One of the most powerful psychological motivators to get people to take action is reciprocity.

Reciprocity is the tendency for people to want to repay favors, gifts, or acts of kindness they have received. And when it comes to marketing, reciprocity can help encourage your audience to take action.

For example, let’s say you run a funeral home and want visitors to fill out a contact form on your website. One way to increase the chances of people taking action is to offer something in return, like a free eBook or guide on funeral planning. By offering something of value in return for taking action, you’re more likely to get the results you’re looking for.

In addition, follow the 80/20 rule when posting to social media: 80% of your posts should provide value, while only 20% should ask for something, like contact information. The more value people receive from you, the more likely they are to take action when you do ask for something in return.

So, if you want to improve your funeral home’s social media marketing, consider using reciprocity to motivate your audience to act.

2. Practice consistency for more exposure

Consistency is another important factor to consider in your funeral home’s social media marketing.

Your audience needs to see a consistent message from you to trust you and take action on your posts and ads. The more often people encounter an idea, like preplanning, the more likely they are to appreciate and view it positively.

Here are a few ways to ensure consistent exposure to your funeral home’s marketing on social media:

Create a content calendar: This will help you plan out your content in advance and ensure you are always putting out a consistent message.

Use the same branding across all platforms: Using the same logo, colors, and other branding elements will help create a cohesive look for your social media presence.

Post regularly: Consistency is key on social media, so make sure you post regularly and engage with your audience.

Respond to comments and questions: Showing that you are responsive to your audience will help build trust and keep them returning for more.

Measure your results: Keep track of your social media metrics to see what is working and what isn’t. This will help you fine-tune your strategy and ensure that you create the best possible content.

3. Create a sense of scarcity

One psychological principle you can use to improve your social media marketing is scarcity. Scarcity refers to the perception that there is a limited supply of something. And when people believe something is scarce, they are more likely to want it.

You can create a sense of scarcity in your social media marketing by making special offers available for a limited time or by highlighting that only a certain number of spots are left for an event. You can also create scarcity by talking about how popular your product or service is and how in demand it is.

People who feel like they might miss out on something are more likely to take action. So, by creating a sense of scarcity, you can nudge your audience into taking the actions you want them to take, such as clicking on your ads or registering for events.

A note: Some companies exploit this principle to manipulate consumers into taking action, so it is important to avoid making false claims. We believe you should always use scarcity with integrity and be truthful about your funeral home’s offerings.

4. Use the Ben Franklin effect

Do you like people more after doing a favor for them? This is called the Ben Franklin effect.

The Ben Franklin effect says that when we do something for someone, we begin to see them as more likable and more worthy of our help.

This phenomenon can be used to improve social media marketing by asking your audience to do favors for you, such as sharing your content, filling out a survey, or leaving reviews. When people do these favors for you, they will begin to see you as more likable and will be more likely to do bigger favors for you in the future, such as attending an event you are hosting.

Asking your audience to do favors for you is a great way to increase their involvement with your brand and get them to take the actions you want them to take. If you’re looking to improve your social media marketing, consider utilizing the Ben Franklin effect.

5. Don’t underestimate the power of social influence

When it comes to social media marketing, social influence, or social proof, is key. People are more likely to take action if they see that others are doing it, too.

One way you can leverage social influence in your social media marketing is by posting content that is likely to get greater engagement. The more engagement people see on your posts, the more interesting and valuable your content looks.

You can also post testimonial videos or snippets from 5-star reviews (with the family’s permission, of course!). This is a great way to share the benefits of your exceptional service to others in your community in a memorable way.

Using statistics is another powerful way to share social proof. For example, you can share that according to a funeral consumer study, 89% of people believe that mourning is healthy, and 76% agree that funerals, memorial services, or other life celebrations are beneficial. Then, poll your audience to see what they think. They are likely to agree with the majority! And now, they are primed to agree that planning a healing and meaningful funeral is a good idea when the time comes.

Make the most out of your funeral home’s social media marketing

By understanding what motivates your audience, you can use psychological principles to enhance your social media marketing and drive results.

The more you use these principles of psychology, the more successful your social marketing can be. So, make sure to start using these tips to your advantage!

If you’d like to work with a marketing partner that puts all of these principles into practice (and more!), click here or fill out the form below.