Page A6 april 2024 www.vischerfuneralsupplies.com AMRA INSTRUMENTS Researched, Developed and Patented by Funeral Directors Research,Inc. visit www.amrainstruments.com for links to our Supply Chain Partners ™ ® By Welton Hong You probably already know many people’s first impulse when seeking funeral services is to do an online search (aka “Google it”). So, if you’re already using standard Google ads, or pay-per-click (PPC) ads, to promote your funeral home, that’s great—kudos to you for understanding where people look for your services and capitalizing on that knowledge. With that being said, you might notice a new type of ad being displayed above yours, and you’re wondering what the deal is—I would be, too. Introducing local service ads (LSAs). Before I explain further, let me clarify one thing: LSAs are not the same as PPC ads. They can, however, enhance what you’re already doing with your PPC ads. Let’s get to it. LSAs are a digital advertising tool offered by search engines like Google, designed to help local businesses stand out to potential customers in their area. When someone searches for a service, LSAs display at the top of the search results, showing a business’s name, ratings and contact information. And unlike traditional PPC ads, businesses pay per lead, not per click, which can significantly enhance the cost-effectiveness of their advertising efforts. While LSA’s aren’t exactly new—they’ve been around for awhile in other industries—they are new to deathcare. Here’s a few good reasons you might want to consider experimenting with this type of ad. 1. Increased Visibility LSAs ensure funeral homes appear right at the top of these search results, significantly increasing their visibility. This positioning is critical during such a sensitive time, as families often don’t have the luxury of extensive research and tend toward quick decisions based on immediate information. 2. Targeted Local Advertising LSAs are designed to connect businesses with local customers, making them ideal for funeral homes that typically serve specific communities or geographical areas. This local focus ensures advertising efforts are concentrated where they can make the most impact, reducing wastage on uninterested or irrelevant audiences. 3. Trust and Credibility For funeral homes, trust is a non-negotiable commodity. And one of the unique features of LSAs is the Google Guarantee badge that accompanies verified businesses, offering a form of insurance to customers. The badge acts as a seal of trust, assuring potential clients of the credibility and reliability of the service offered. Moreover, customer reviews are prominently displayed, providing an avenue for funeral homes to build trust through transparency and real-world testimonials. 4. Cost-Effectiveness Because LSAs operate on a pay-per-lead basis, funeral homes have the advantage of paying only for leads that are directly interested in their services. This model is more economically efficient compared to traditional advertising methods, where costs are incurred for broad visibility, regardless of the engagement level of the viewers. LSAs allow for better budget control and ensures marketing dollars are spent more judiciously. Stand Out with Local Service Ads Powerhouse Marketing with Welton Implementing Local Service Ads Setting up LSAs for a funeral home is a process that requires attention to detail and compliance with verification standards. Basically, the initial steps involve creating a business profile and getting verified, which includes background checks and license verifications to uphold service quality and safety standards. While this may sound daunting, it primarily ensures only reputable businesses can advertise, reinforcing the trustworthiness of the platform. And if you need help with this, don’t hesitate to consult a digital marketing professional. Once verified, funeral homes can manage their ads through a user-friendly interface, set their budgets and specify the service areas they cover. The real-time nature of lead management through LSAs allows funeral homes to respond promptly to inquiries, further enhancing their reputation for attentive service. While the setup process is detailed, the payoff in terms of targeted visibility, cost efficiency and increased credibility makes it a worthwhile endeavor for funeral homes to increase visibility in the search results of people who are really looking for them. Welton Hong is the founder of Ring Ring Marketing® and a leading expert in creating case generation from online to the phone line. He is the author of Making Your Phone Ring with Internet Marketing for Funeral Homes. For more information, visit www.FuneralHomeProfits.com. FUNERAL HOME & CEMETERY NEWS www.NomisPublications.com Monthly Columnsonline at PEACHTREE CITY,GA— Greg Rollings, the founder of Rollings Funeral Service (RFS), recently revealed an exciting new direction for the company’s growth strategy. In the announcement, Rollings highlighted the incredible opportunities within the funeral service industry and the strategic steps needed to attain them. He explained that RFS required two essential elements to fully embrace these prospects: an expansion of its operational team and increased access to capital for growth. With great enthusiasm, he shared that the company has successfully achieved both of these objectives. In late 2023, RFS appointed Bob Page, a respected figure with a three-decade legacy in the funeral service industry, as chief operating officer. Rollings expressed his deep honor and enthusiasm for Page’s appointment, citing their longstanding relationship and impressive track record. “I first met Bob 30 years ago and have watched and admired his accomplishments throughout the industry,” stated Rollings. “I feel terrific knowing that our businesses will have his operational leadership at the helm.” Then, in January 2024, RFS strengthened its financial foundation with a significant infusion of equity by Vineyard Capital Partners, a financial partner of RFS since the beginning. This additional capital positions the company for ongoing growth and success in a constantly evolving industry, Rollings Funeral Service Embarks on a New Era of Growth and Expanded Leadership Greg Rollings ensuring RFS can continue to provide excellent service to the families it serves. It also allows Rollings to have a pathway to retirement while securing the long-term mission of RFS, which has been at the core of the company since the beginning – private ownership. This strategic transition represents a significant milestone for RFS, a company that Rollings and his wife, Debbie, established 22 years ago. Over the years, it has grown into one of the nation’s most respected private funeral home operators, currently serving over 12,000 families each year. With these strategic changes, Rollings will step into the role of chairman of the board for RFS. Although he will no longer handle day-to-day operations, he will remain actively involved in shaping the company’s strategic direction and will provide guidance to Page. As the largest individual owner of RFS, Rollings’s dedication to the company’s mission remains unwavering. In addition, Rollings will continue to work with the acquisition team to grow the company. RFS has always had a mission to help funeral home owners sell and still remain privately owned; this concept has been fundamental to RFS since 2002 and will continue. In a heartfelt expression of gratitude, Rollings acknowledged the hard work, dedication, and commitment of every RFS team member. He expressed his complete confidence in the team’s ability to continue the company’s mission and thrive, underscoring his unwavering support for their shared objectives. With these strategic changes and added operational leadership, the future looks promising for RFS. As the company’s locations continue to provide exceptional service, they remain well-positioned for even greater operational achievements and an accelerated acquisition strategy. Rollings Funeral Service was founded by Greg and Debbie Rollings over two decades ago and is one of the nation’s most respected private funeral home owners. The company continues to actively expand through acquisition. @Nomis.Publications Like us on Like
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