Introduction
Creating videos to drive leads and gather data is a well-established practice. Social media has revolutionized this landscape with free and paid subscribers, opt-in newsletters, and more. Integrating these practices into your organization can seem daunting, especially with sensitive subjects like funeral services. However, despite the different content, the underlying principles remain the same.
The goals of each funeral live stream should always include:
- Creating an exceptional video keepsake for the decedent’s family
- Providing a link for out-of-town viewers to watch at their convenience
- Showcasing the funeral home’s brand with pride
- Creating a space for virtual engagement that extends beyond the live service
- Generating actionable data to nurture each opt-in subscriber as a potential lead
Many funeral homes focus solely on serving the decedent’s family and overlook the key benefits of digital content and an ever-growing virtual audience.
But did you know that the typical live viewer of a funeral service watches more than 50% of the service length? This is one of the highest rates for non-paid live streams. Live viewers watching a funeral are significantly more likely to consider their own funeral needs while watching the service. This combination of high engagement and top-of-mind awareness should make live viewers an important part of your digital acquisition strategy.
Now that we understand the engagement level and top-of-mind awareness that the typical funeral live viewer has, we can start to look at the action we can take.
Looking At The Numbers
At LiveControl, the average unique viewer count per service is around 50 viewers. We assume a conservative 50% of those viewers will engage with either the Guest Book or Live Chat and "opt In". That's 25 new top-of-mind marketing leads. Assuming 100 services per year, your home can easily add 2500 marketing prospect leads to your funnel.
Converting Viewers into Prospects
Assuming you can easily capture the live viewer data from your live stream, let's go through all the different strategies to converting these viewers to sales prospects.
#1 Subscribe Opt-In Viewers to a Newsletter
This should be an automated process integrated with your online marketing and nurture campaigns. By automatically adding opt-in viewers to your existing email lists, you’ll see a natural funnel build. Consider enriching these prospects' information by asking them to fill out their address to receive a free gift or additional information.
#2 Call or Text Campaign
When subscribers opt in with their phone number, consider enrolling them into a text or calling campaign.
#3 Send The Video Service Links Out
Ask the family if they would like you to send the service link to all viewers who provided their information. This touchpoint can reinforce the quality of service your brand represents and further nurture the prospects.
#4 Re-Engage the Family When Appropriate
Present the family with a link to view guest book entries in a beautiful, evolving format. Encourage people to revisit the site and leave new memories. Funeral live streams often double in viewership within 14 days of the live service. Building deep relationships with the decedent’s family can lead to repeat business or referrals from family and friends. Delaying the gift of the Guest Book entries allows more time for viewers to leave submissions while giving the family private space. Re-engaging the family with a thoughtful gift can leave a lasting impression.
So now we understand the value of a live viewer. But a live viewer who is not engaged is not valuable. The more engaged a viewer, the more likely they are to "opt in".
Here Are the Top 3 Ways to Increase User Engagement During a Funeral Live Stream
#1 High-Quality Production
The higher the quality of the production, the longer viewers watch. Dynamic, multi-camera video with an integrated video montage and custom intro video keeps viewers engaged longer compared to a static stream with poor audio. Quality equals retention. [^1]
#2 Keeping Viewers Informed
Providing clear information on the status of the service, with a direct line to support, helps prevent viewers from abandoning the stream when the funeral service inevitably runs late. Displaying graphics that state "the stream will be starting soon" helps ease viewers' concerns while showcasing your brand. Additionally, having a way for live viewers to chat with support in real time is the preferred feedback loop that viewers desire. [^2]
#3 Creating a Positive, Safe Space
A positive, quality experience encourages viewers to engage more with action items on the web player and increases the likelihood of them opting in for additional information. Thoughtful design and an all-in-one approach to finding information contribute to this positive experience. Once a positive experience is fostered, viewers are more likely to engage with actionable items such as the Guest Book or Live Chat. This increases the likelihood of them opting into marketing terms when submitting their information. [^3]
All-In-One Solution
LiveControl is the premiere live video technology partner for funeral homes across the country, allowing for a best in class user and streaming experience. Our high-quality, multi-camera live streams and feature-rich web player foster a sense of community and engagement. Partnering with funeral homes across the country, we seamlessly integrate live video experiences that reflect the quality and professionalism of their brand.
Features Built For Families
- Multi-Cam Live Production with Remote Videographer: Experience exceptional video quality as if you had an on-site crew. Our service integrates picture montages directly into the live video.
- Ultra Reliable Mobile Solution for Graveside: Our technology seamlessly transitions live videos from indoor to graveside, ensuring uninterrupted coverage when the service moves outdoors.
- Feature-Rich Web Player: Enjoy private links, password protection, live chat, Guest Book registration with photo uploads, and obituary information.
- Automated Family Notifications: Text and email notifications are automatically sent to family members with links to watch the live stream and download the recording.
Features Built For Funeral Homes
- Always-On Live Support: Our experts in lighting, audio, video, and networking are available for every produced service, ensuring flawless execution.
- Live Viewer Support: Dedicated support for live viewers helps troubleshoot their needs, allowing your funeral home to focus on other priorities.
- Enterprise Data Tools: Access video analytics and “opt-in” viewer subscribers directly from your LiveControl Dashboard.
- API Integration: Our API sends all relevant information to specific obituaries or your internal database.
- Custom Branded Intro Videos: Showcase your brand with custom intro videos played before each service, comforting viewers that the service will start soon.
- Custom Sales Training and High-Quality Assets: We provide tailored sales training and premium assets to help you present our services to families effectively.
To learn more about LiveControl, visit us at www.livecontrol.io/funeral or schedule a demo here.
-------------------
LiveControl Member Associations
- NFDA: National Funeral Directors Association (nfda.org)
- ICCFA: International Cemetery, Cremation, and Funeral Association (iccfa.com)
- SCCFA: Southern Cemetery, Cremation, and Funeral Association (sccfa.info)
- CCFA: Catholic Cemetery and Funeral Services of the West (ccfwest.org)
- CMAC: Cemetery and Mortuary Association of California (cmaccalifornia.org)
- LACFDA: Los Angeles County Funeral Directors Association (lacfda.org)
[^1]: Impact of Video Quality on Viewer Engagement. Cisco. Link
[^2]: Importance of Real-Time Information in Live Streams. HubSpot. Link
[^3]: Effect of User Experience on Engagement and Conversions. Nielsen Norman Group. Link
