Lead Generation in the Death Care Industry

Lead GenerationKeeping a steady stream of leads flowing into your

sales pipeline

Dale “ DataDale” FilhaberPresident, Dataman Group Direct

Author, Lead Generation Made Easier

You Need a Plan

Lead Generation is not an event.

It is a well-thought out, multi-faceted program that takes into consideration your goals, your budget, your resources and your brand

Lead Generation www.datamangroup.com 2


The Perfect Lead

The lead wants a preneed plan for him/herself & spouse

The lead actually wants to set a date & time for an in-home appointment

The lead can afford to pay for a preneed arrangement


Cutting Through the Clutter



Lead Generation Channels

Direct mail Presentations Telemarketing / cold-calling Senior Fairs / Home Shows Referrals Online lead generation SEO / PPC Networking Community Outreach Social Media Farming your own database Remarketing Website Door-to-Door


2 Different Markets

Pre Need

At Need

And the way we market to them is very different


Which way to go?

Inbound Outbound

Creating situations where prospects can find you

Reaching out to find your best prospects


At Need

Inbound – Can They Find You ?

Top Channels:

Solid Mobile Compatible Website

SEO / PPC program

Branding

Name recognition


At NeedLead Generation www.datamangroup.com 11

Generating Pre Need Leads


Outbound – Can You Find Them ?

Defining Your Top ProspectsLead Generation www.datamangroup.com 13

Top Pre Need Direct Mail Segments

Households with presence of an older adult

Planners

Senior Lists / Golden Homeowners

Birthday Lists

Veterans

Targeting by Ethnicity / Religion

Individuals whose parents had pre need


Households with presence of an older adult


PlannersLead Generation www.datamangroup.com 16

Senior Lists Golden Homeowners


Birthday ListsLead Generation www.datamangroup.com 18

VeteransLead Generation www.datamangroup.com 19

Parents Had Pre-Need PlansLead Generation www.datamangroup.com 20

Mining Your Own Database

NCOA

Data Append

Phone Append

Email Append

Telephone surveys

Anniversary / Holiday cards

Incorporate in Direct Mail campaigns


Top Pre Need Channel

Direct Mail - #1

Targeted Personalized Trackable Responsive


Direct Mail

Components for Direct Mail Response

Targeted list

Message

The Offer

Response Vehicle

Timing


Repetition is Key!

New Opportunities in 2016

Enhanced targeting

More personalization

Integration with other

channels for a multi-

layered approach

Multiple response mechanisms (BRM, QR Codes, PURLs, texting)


The Offer

A Free Planning Guide Doesn’t Cut it anymore

What will stand out &

make people call you?


It’s about VALUE

•Prayer Cards•Afternoon Visitation•Limo •Acknowledgment cards

Direct Mail Success Summary

Target – target – target

Match the message to the target

Effective offer

Mail at the right time

Use different response mechanisms

Test – tweak - retest


MessagingLead Generation www.datamangroup.com 27

Fear SellsLead Generation www.datamangroup.com 28

So Does Peace of MindLead Generation www.datamangroup.com 29

What’s available

Turn-key programs

Vs

Do it yourself


TelemarketingLead Generation www.datamangroup.com 31

Telemarketing

Cold Calling & the Do Not Call

The truth about Cell phones

Obtaining phone #s you can use

Telephone appending

Using the phone for Follow up


Generating Leads OnlineLead Generation www.datamangroup.com 33

It starts with your Website


Must Haves

Easy navigation

Clear phone # / address

Link for Directions

Sign up for more information

Mobile compatibility

Partnerships


Self-Test your website today

Check your site’s speedhttps://developers.google.com/speed/pagespeed/insights/

Mobile friendly testhttps://www.google.com/webmasters/tools/mobile-friendly/

Test your Website – Get tons of infohttp://nibbler.silktide.com/


https://developers.google.com/speed/pagespeed/insights/

https://www.google.com/webmasters/tools/mobile-friendly/

http://nibbler.silktide.com/

Social Media


Advertise on Social Media

Facebook Advertising

Linked In Ads

Remarketing /Retargeting


Questions?

Dale “Data Dale” [email protected]

Books & Articles by Data Dale to Read: Marketing To Death Planning An Effective Pre Need

program Lead Generation Made Easier


mailto:[email protected]

http://www.datamangroup.com/

http://www.datamangroup.com/marketing-to-death/

http://www.datamangroup.com/downloads/ICCFA Jan 2015 Article.pdf

http://www.amazon.com/dp/152370893X/ref=rdr_ext_tmb

Resource Guide

Direct Mail Lists& Telemarketing Lists

Dataman Group Direct www.datamangroup.com (800) 771-3282 Dale Filhaber

Retargeting/Remarketing

Tandem Interactive www.tandem-interactive.com(954) 281-9995 Ext:6000

Joe Laratro

Marketing360.com www.marketing360.com (970) 541-3264 Joey Witz

Preneed Builders www.preneedbuilders.com (800) 724-9975 Ellery Bowker

Content Strategy for SEO/PPC

Tandem Interactive www.tandem-interactive.com(954) 281-9995 Ext:6000

Joe Laratro

NCOA / Data Appending / Data Updating

Dataman Group Direct www.datamangroup.com (800) 771-3282 Scott Filhaber

Print / Mailing Service

Orange County Direct Mail www.ocdm.com (714) 444-4412 Dawn Hewitt

Synergy Direct www.synergydr.com (714) 824-3786 John Rogers

Executive Print & Mail www.executiveprintandmail.com (954) 978-0018 Leila Moavero



http://www.tandem-interactive.com/

http://www.marketing360.com/

http://www.preneedbuilders.com/

http://www.tandem-interactive.com/


http://www.ocdm.com/

http://www.synergydr.com/

http://www.executiveprintandmail.com/

Date post:	23-Jan-2018
Category:	Marketing
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