This article was originally published in Memento Mori in their March/April 2025 issue.
While many industries focus on flashy campaigns and bold calls to action, our industry demands a more thoughtful approach that communicates value and builds trust. By embracing creative marketing strategies, you will connect with families and improve relevance in this exciting growth field. Here are 5 actionable steps you can take this quarter to up your marketing efforts:
1 – Embrace Digital Marketing
Consumers do not associate the cemetery industry with cutting-edge technology; digital marketing is an excellent way to bring your business into the current era. Families researching end-of-life planning often start their journey online, making a user-friendly website necessary. Providing clear navigation and a mobile-friendly layout are great places to start!
When we updated our own website at Pinelawn Memorial Park, we focused on creating a calming, intuitive experience. Visitors could quickly find preplanning resources, virtual tours of our grounds, and even frequently asked questions to address common concerns. These updates directly led to an increase in inquiries from families who appreciated the clarity of the redesigned website, the professionalism of our online presence, and an easy communication path.
Social media platforms are key tools to utilize in your marketing efforts. Facebook and Instagram allow you to create a sense of community while showcasing the personality of your business. For instance, we’ve found success with short video tours of newly developed areas, such as at our Garden of Eternal Rest mausoleum. These 30-second to 1-minute clips not only showcase the beauty of the space but also have received a great response from families who might otherwise feel hesitant about visiting in person.
2 – Host Community Events
Engaging with your local community is one of the most effective ways to foster goodwill and build relationships. Hosting events for veterans, holidays, and remembrance ceremonies can all position your business as a trusted community resource. They also provide an opportunity for in person connection – which is extremely important in our industry.
At Fort Howard Memorial Park, we partnered with Casa Alba Melanie to host a Día de los Muertos event that brought dozens of families to the grounds. The altars, children’s face painting, and a screening of the Pixar movie Coco created an unforgettable, family-friendly experience. This event not only honored traditions but also allowed families to connect with our team in a more relaxed, meaningful setting.
Cemetery managers know their local communities best, so it is up to them to try out fresh ideas that they believe will resonate. When planning new events, it’s just as crucial to gather and reflect on feedback afterward as it is to carefully select the event itself. Pay close attention to how the community responds—if they love the new event, dive deeper and build on its success. If not, take it as a learning opportunity and explore other ideas that might better align with their interests. Remember that some events will not work. Another point to keep in mind with events is that you will always get some negative feedback from the community, believing that cemeteries are not the place to host any type of event. Be prepared to respond to these people and know they are a small minority of the public to respond in this manner.
Bonus tip: Work with other local partners to cross-promote your events. Partnering with local businesses and organizations can help market your events to a larger audience and create deeper community ties.
3 – Offer Educational Resources
Many families are unfamiliar with the options available for end-of-life planning. By positioning your business as a trusted resource, you can build relationships with families before they are in immediate need of your services.
A successful program we’ve seen many cemeteries implement is “lunch and learns”. These sessions cover topics like memorialization options, financial benefits of preplanning, and how to have conversations about end-of-life decisions with loved ones. Attendees leave with valuable information and an introduction to your sales team. Additionally, sharing a meal is one of the most tried and true ways to build community.
We’ve also created easy to fill out planning guides and printed materials to address common questions, such as “What to consider when choosing a memorial” or “Understanding mausoleum options.” Reviewing these resources in person creates the opportunity for a simplified, natural conversation that is still targeted towards the information we are looking to provide.
4 – Highlight Your Team
The community’s trust in your cemetery team may be the biggest factor other than geography in their cemetery selection. By highlighting your team on social media posts, newsletters, and your website, you’ll build rapport with friendly faces that customers can get to know.
For instance, we recently introduced our sales manager, Matt, in a Facebook post celebrating his four-year anniversary with the Gardens of StoneBank. We included details about his background, hobbies, and what brought him to our team. Families commented about how much they appreciated seeing the people behind our work and what a joy it is to work with Matt.
Similarly, during the holidays, we shared a story about our CEO, Christie, celebrating her 30th year with The Tribute Companies. Families love seeing that the people caring for their loved ones are passionate and dedicated, and it reinforces the trust we work so hard to earn.
5 – Stay Authentic
Above all, authenticity is key. Families need to feel that your marketing efforts are genuine and that you truly care about their needs—not only now but far into the future as well.
Keep authenticity in mind as you shape your marketing strategy. Avoid using overly salesy language or tactics that may feel unsavory in our emotionally sensitive industry. Instead, focus on providing value, building genuine relationships, and demonstrating the heart behind your work.
At the same time, don’t shy away from being respectfully quirky with your marketing efforts. A touch of creativity and light-heartedness, when done thoughtfully, can help humanize your brand and make your messaging more relatable. Even in a sensitive industry, there is room for respectful fun—whether it’s a clever social media post or a warm, unexpected campaign that resonates with your audience. Balancing sincerity with a creative flair can leave a lasting, positive impression.
Final Thoughts
Our highly traditional industry does not need to be tied to traditional marketing to connect with our community. Trying new ideas while staying true to the heart of our work inspires new connections, putting our clients’ needs and cemetery’s mission central in our efforts to maintain our authenticity and trustworthiness. By combining creativity with compassion, you can connect with families in a way that is both effective and respectful.
Author Bio:
Chloe Machajewski is the Director of Marketing for The Tribute Companies, where she combines creativity and strategy to elevate the organization’s four-generation legacy in the cemetery industry. With over a decade of experience in branding, design, and business growth, she specializes in creating meaningful connections between families and the services Tribute Companies provides. Chloe’s innovative approach blends respect for tradition with forward-thinking ideas, ensuring the company remains a trusted leader.
