DISRUPT Media Blog

The Easy Blueprint for Finding Your Most Profitable Consumer on Facebook

Sep 30, 2019 10:12:02 PM / by Ryan Thogmartin

A marketing funnel is a way of breaking down the customer journey all the way from the “awareness” stage, top of the funnel, (when they first learn about your funeral home or cemetery) to the “transaction” stage, bottom of the funnel (when they’re ready to buy your product or service).

Let's break it down:

  • TOP: This is where “soft leads” — people who may or may not be interested in your products and services, but match your target audience — will enter your sales process.
  • MIDDLE: After they’re in the funnel, you’ll do everything you can here in the middle third to get them to the bottom of the funnel, which is…
  • BOTTOM: Transaction time! This is where your hard work pays off, someone makes a purchase, and you see the return on your marketing investment.

Getting to the bottom of it

In this article we're going to talk about how you get those folks in the middle of the funnel down to the bottom. These are the people who seem to be interested in what you have to say and sell, but haven’t yet contacted you for a pre-need appointment. How do you get them to pull the trigger?

Here’s a statistic that I consider one of the most important we’ve ever covered, and it’s crucial to this conversation:

According to the NFDA’s 2018 Consumer Survey, 90.4% of consumers shop ZERO to ONE funeral homes.

This means that if you can earn the trust of that consumer by building a relationship with them, there’s a 90.4% chance that they’ll choose your funeral home or cemetery. Given the nature of this business, it may be one, three, or five or more years down the road, but your funeral home or cemetery will be the one they’ll stay loyal to. 

Your goal, therefore, is to build that relationship with them while they’re in the middle of your sales funnel. They’ll get to know your story, and you’ll gain their trust and loyalty — and eventually get their business.

How Disrupt Media can help

We’ve done our homework, and we know that your funeral home or cemetery's target audience — 45- to 65+-year-old consumers — are spending a good amount of time every single day on Facebook. So when we’re working with you to build a customer profile for your specific business, that’s where we start. 

We’ll look at those people who have liked, shared, commented, or otherwise engaged with your brand on your Facebook page. We’ll also look at those individuals who have spent time on your funeral home or cemetery's website; Disrupt will load a tracking pixel to identify them and follow them to their Facebook profile. From within these two groups, we’ll identify the users who best fit your target audience profile, and we’ll get to work sharing your brand with them. 

Ready to start benefiting from great Facebook marketing? Schedule a free demo with Ryan

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For example, we’ll display a specific ad for your pre-need services in their Facebook newsfeed. If they click the ad, they’ll be directed to a landing page with a form to complete for more pre-need information or get a call from your team. If they fill out that form, the next steps — following up and making the sale — are up to you.

If they don’t fill out a form, we’ll show them another ad that’s a little different, and perhaps another after that. If they’re still showing no interest or not taking action after several ads, we’ll leave them alone for a little while and start over again.

More bang for your buck

This targeting and retargeting process is so precise, and your audience so highly-defined, that you’re able to convert your leads to paying customers at a much lower cost than if you blasted ads out to everyone in your community. 

It’s smart marketing, and it works. Let us show you how.

Ready to start benefiting from great Facebook marketing? Schedule a free demo with Ryan

Schedule a Free Demo


Topics: Social Media Strategy

Ryan Thogmartin

Written by Ryan Thogmartin