Welton's Wisdom August 9, 2024

Why Faceless Marketing Won’t Work for Funeral Homes

Faceless marketing is the latest marketing buzzword, and yes, it’s exactly what it sounds like. The term refers to marketing a business without showing a face behind the brand.

 While this method might be effective for large corporations or certain products, I can’t stress enough why it won’t work for funeral homes.

 At its core, deathcare is about people helping people with empathy, care and compassion. Faceless marketing, by its nature, can come across as cold and impersonal—the antithesis of what a funeral home should represent.

 In deathcare, families entrust you with the care of their loved ones during a profoundly emotional time. They need to feel a personal connection to the individuals who will handle these sensitive tasks. By humanizing your brand and showcasing the real people behind your services, you emphasize the humanity and personal care intrinsic to your business.

 My suggestion is to rebel against faceless marketing and embrace the faces of your funeral home. I’ll give you a few tips.

 I recommend you start this process by introducing your team online. Create profiles for each member of your staff on your website and social media platforms. Include professional photos, brief biographies and personal messages that highlight their dedication and experience. Seeing the faces of the funeral directors and staff helps build trust. It reassures families there are compassionate, understanding people behind the services being offered.

 Another way potential clientele can get to know your staff members is by sharing stories and testimonials from families you’ve served. Genuine, heartfelt accounts of their experiences can convey the compassion and care your funeral home provides. Video testimonials can be particularly impactful, as they capture the emotions and gratitude of those you’ve helped.

 And don’t be afraid to go beyond the internet. Funeral homes are often deeply rooted in their communities. They’re not just businesses; they’re part of the local fabric, attending community events, supporting local causes and being a visible part of communal life. Faceless marketing strips away this vital aspect of community presence.

Engage with the community by participating in and sponsoring local events. Then, share these activities on your social media and website. By showcasing the people who run and work at the funeral home, you reinforce your commitment to the community and demonstrate you’re more than just a service provider.

“Face-full marketing” goes beyond the faces themselves. Don’t forget to showcase any unique services or special touches your funeral home offers, such as personalized memorials, grief counseling or eco-friendly options. Emphasize how these services reflect your commitment to meeting the diverse needs and preferences of the families you serve.

Grieving families seek comfort and reassurance. They want to know who will care for their loved one and who will guide them through the funeral planning process. Faceless marketing deprives them of this essential connection. Personalizing your marketing efforts by including photos, stories and messages from your staff can provide much-needed comfort and reassurance during a difficult time.

 * Note - A version of this article first appeared in the August newsletter of  Funeral Home & Cemetery News and is reprinted with permission.