When it comes to video and the funeral profession, we mostly tend to think of tribute videos. While it’s true that video memorials are an incredibly powerful way for client families to celebrate and honor their loved ones, the medium shouldn’t strictly be limited to this purpose. You may be reluctant to use video to promote your business, but it can be one of the most valuable tools for building a real connection with potential clients — even before they require your services.
Consider this: nearly three-quarters of all online traffic goes to videos, and YouTube is the second-largest search engine in the world, trailing just behind Google. And with 78% of people watching at least one video a week, it’s quickly becoming an essential component to achieving success with your content marketing strategy.
Why is using video such an effective method for communicating with families?
- Emotional appeal. The visual nature of video triggers a biological response. We naturally empathize with what we see on screen and hear through the music and voiceover. This added storytelling dimension is something you just don’t get from words alone.
- Easy to understand. Because you don’t have to spend time reading and comprehending written text, you’re free to focus on the information being presented. This lets you deliver a more complex message simply and clearly.
- Multiple uses. A video you originally created for your website can also be posted to your social media accounts, included in email newsletters, and played in your lobby.
- Short and sweet. You can make a big impact in a small amount of time. Instead of having to write 2,000 words describing all the amenities and services your funeral home offers, you can present a two-minute video that actually shows them all off.
Creating compelling video content is easier than you might think, and there’s no limit to what you can do to set your home apart from the competition. Here are some ideas to get you started:
- A Video Tour
Don’t let the death of a loved one be the first time a client family visits your home. Give them a chance to step inside your business — virtually. This type of video can remove some of the intimidation factor that may be present when planning for a funeral. You can show potential clients the different rooms at your home and what they are used for, highlight any recent renovations or plans for remodeling, and provide historical context where appropriate. Seeing what to expect can make the difference in which home a family chooses in the end.
Let’s say you’re known for providing excellent customer service and already have a number of clients who’ve offered testimonials on your behalf. Why not ask them if they’d be willing to appear on camera to give their recommendations? Putting a face to a quote is always a great way to add a personal touch, and it makes an endorsement all the more persuasive.
- Ask the Experts
Here’s your chance to show off everything you learned in mortuary school and flex your expertise. Families want to know they’re in good hands, and these types of videos prove your chops. Walk potential clients through the planning process, pre-need opportunities, and any other tips or advice you may have that will make the time of a funeral easier. Think about your FAQ page. What could you take from there and turn into a video? Bring these topics to life on screen.
- Your Home’s Story
Use the copy you may already have on your website’s about page as the basis for the script. Add old photos and anchor the narrative to important dates. Let people know how you got to where you are today and what differentiates you from the competition. Don’t be afraid to be who you are and let your personality shine through. Potential client families want to see the real you and this is your opportunity.
- Animated Slideshow
If you’d rather not appear in front of the camera, already have a lot of high-quality photos at your disposal, or want to go with a less expensive option, then creating an animated slideshow may be an alternative for you to consider. And don’t worry if you think you need major technical skills, because thankfully there are lots of websites and tools available that will make the job a piece of cake.
Once you’ve decided on the type of video you want to shoot, the next step is actually producing it. The better your equipment and software, the more professional and appealing your end product will look. Always keep in mind that the investment you make will pay off in increased user engagement, better brand visibility, and higher client retention rates. Make sure to do your research and find a reputable company to produce your video, and watch as your connection to the community improves thanks to the power of the moving image.
Curious about another example of how to use video to help promote your funeral home? Everdays has created a beautiful, heartfelt spot that you can have custom-branded with your home’s name and information. Take a look here and contact us to find out how you can receive your very own version.