It is difficult to market to funeral clients in the traditional sense because of the nature of the business, so Bob needed a respectful way to get client's coming back to the website. After the service Bob would update their online area with a short video of part of the service, eulogies etc. for the people that couldn't attend and also allow them to order additional copies of the memorial book.
Bob's business also offers a service where the client can choose an email message to be sent to family and friends that left messages on the site and attended the service on the anniversary of the person's death. The message thanks them for their support and encourages them to continue to share in happy memories of their loved one. The families really appreciate this extra service because it helps the memory live on. Bob works with client to choose this message during the process of organising the service and then automates it so it goes out in a year's time automatically without any effort from his team.
Bob also uses email marketing to communicate with his alliances and suppliers, sending both groups a monthly email newsletters. It is a cost effective and simple way for him to stay in touch with key business stakeholders and encourages them to visit his website regularly.