Ryan Thogmartin is the owner and CEO of DISRUPT Media. DISRUPT Media is a full-service creative agency built for the now. They partner with death care companies to drive deep-rooted brand loyalty and measurable leads through social media. In his many state, national and even international funeral conventions, Ryan has had the opportunity to speak with hundreds of funeral professionals. Based on these conversations, Ryan has compiled a list of the five most common misconceptions funeral professionals have about Facebook marketing.
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“We already own the market”
This misconception is one Ryan has heard most often from multi-generational firms or funeral homes in small communities with little to no competition. Logically, if you’re the oldest funeral home in town and you’ve already acquired 80% of the business in town, you would question the need for social media. There is also a high likelihood that your competitors are going to go out of business in the next few years, leaving you to gain the other 20% of business anyway.
But this is far from the reality. Regardless of how much business you already have, without a social media presence, you are leaving your firm completely unprotected from online competitors. For example, most online competitors are out-of-state, direct cremation companies that are reaching your “traditional” consumers through the places you aren’t fully present, like Facebook.
Ryan brings up the tried-and-true point that “They are stealing the attention, and where our attention goes so goes our heart…and our money soon follows.”
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“My niece/nephew/spouse/son/daughter/apprentice handles our Facebook…”
It is important to note that just because someone in your firm/company is under 30 and uses social media regularly, it does NOT automatically ensure they have the best knowledge and skills for your business. Using social media apps and marketing on them are two totally different beasts. To add perspective, Ryan says “The same is true with embalming; just because they know something about cavity fluid doesn’t mean they are qualified to embalm a body.”
Simply put, your staff members should not be the ones handling your social media just because they are young and know how to use a smartphone.
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“I can manage our firm’s social media in 10 minutes a day…”
Handling mass amounts of your Facebook’s content in one sitting that will produce valuable results is just not the reality of marketing. Ryan describes this furthers, saying, “It’s as simple as a GENERIC vs. ORGANIC social media content approach. If all you care about is getting content on your page (content for the sake of content) and not about driving any results (measurable leads), then a completely automated approach will be fine – but just know that it WILL NOT provide value to you, nor will it help you drive leads.”
Organic content is what differentiates your funeral homes from others—it’s content that is crafted specifically for your firm with your funeral home’s social media goals in mind. Organic content can’t be automated and takes far longer than 10 minutes a day to generate. In order to build trust and relationships with your community and those finding you online, you must have organic content. It makes your Facebook page much more than just an automated after-thought by turning it into a lead driving, engagement machine.
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“XYZ Company is giving us free/cheap content that will drive leads…”
“We’re busting the notion that free and cheap social media content will generate leads and increase your revenue! The funeral profession has been plagued with canned and generic content that does nothing to build relationships or to move the needle to drive more calls.” Without the proper efforts and intentions backing your content, you can expect lackluster results.
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“Generic content is good enough…”
Going right along with misconception #3, generic content falls short in helping drive your online media presence and an active, engaged audience. You simply cannot curate relationships with your community and client’s families with generic content. It does not leverage consumers to choose your funeral home above someone else’s.
To learn more about Ryan’s experience in the death care industry and other informative marketing strategies, see here.