Funeral Home Digital Marketing: Optimizing Lead Tracking with James H. Cole

In November 2024, Media Genesis, Inc. implemented a robust lead tracking system for James H. Cole Funeral Homes. The system was designed to monitor user engagement across key pages, including Traditional Services, Cremation Services, Funeral Planning, and Pre-Planning Funerals. By December 2024, this tracking system was capturing data on approximately 2,490 users monthly, enabling the collection of vital demographic and geographic metrics to support re-marketing and audience segmentation.

Key Metrics and Results

1. Lead Generation and Tracking:
   • Monthly Leads Tracked: Approximately 2,500.
   • Data Collected: Full name, email address, physical address, age, marital status, children status, and net worth.
   • Audience Pool Growth: 9-10% YoY increase in overall audience pools across platforms.
2. Email Campaigns:
   • Database Size: Over 11,000 emails integrated into drip campaigns.
   • Engagement Rates:
     • 2025 vs. 2024 Click rate (1.1% vs. 0.6%)
       • +83% increase YoY
   • Growth: Added 2,000-2,300 new emails monthly to the database.
3. Digital Advertising:
   • Google Ads: Integrated demographic and geographic data into dynamic audience pools, re-marketing lists, and lookalike audiences for native, display, and video campaigns.
   • Meta Ads: Leveraged custom and lookalike audiences for Facebook and Instagram campaigns.
   • Engagement Growth:
     • Display, native, and video ads saw a 250-260% increase in user engagement YoY.
     • PDF downloads related to Pre-Planning services increased by 150-160%.

Strategies and Improvements

1. Audience Development:
   • Created dynamic audience pools across multiple platforms.
   • Expanded lookalike audience groups through constant data integration.
2. Campaign Optimization:
   • Conducted A/B testing on drip emails to refine messaging and improve click rates.
   • Adjusted campaign targeting based on demographic insights.
3. Data Utilization:
   • Leveraged collected data for enhanced segmentation and personalized ad experiences.
   • Applied predictive analytics to forecast lead generation and optimize future campaigns.
4.  Channel Diversification:
   • Increased emphasis on cross-network advertising through display, native, and video ads.
   • Continued optimization of Meta and Google Ads to target high-value audience segments.

Outcomes

Over the past six years, Media Genesis has partnered with James H. Cole Funeral Homes to implement effective digital growth strategies. Through the integration of advanced tracking and marketing techniques, the partnership has delivered significant improvements in engagement, conversions, and overall performance.

Key results include:

• 6-8% YoY increase in user and session data.
• Substantial growth in audience pools and campaign performance.
• Tangible revenue increases driven by improved targeting and re-marketing efforts.

Media Genesis brings proven expertise in Funeral Home Digital Marketing to help brands like James H. Cole achieve their digital growth goals. Ready to elevate your online presence and see measurable results? Contact us today.