THE CHALLENGE

Our challenge was to take this new positioning and use it as a foundation to generate more inbound traffic and leads. The problem, or so we thought, was that customers when ‘at need’ simply need care and a human solution – not content.

However, we found that there was a lot of search traffic for content that people were using to navigate their way through this time of sadness.

THE STRATEGY

In addition to developing a foundational brand positioning around the benefit of being a not-for-profit funeral director, we have continuously developed a comprehensive inbound content marketing program to attracting the desired personas via their buyers’ journey.

Activities included the development of content ‘pillars’ that genuinely help grieving families (such as, tools and guides for ‘planning a funeral’ and how to ‘remember your loved one’). Plus, we undertook video and copywriting production, SEO and amplification of campaign assets across owned and social media channels.

THE OUTCOMES

The benefit of the inbound marketing plan and content is wider than purely site traffic metrics (though they are good!). This quality, valuable content has been used to engage customers throughout their entire buying journey.