What to Post on Social Media During Funeral Plan Promotion Season (September to November)
How independent funeral directors can use provider assets without sounding like everyone else.
From September through to November, national funeral plan providers and direct cremation brands often increase their marketing activity. Your local families see more ads, more offers, more deadlines and more “plan now” messaging than at other times of year.
If you’re an independent funeral director, this can create a tricky situation:
You want to stay visible and protect future funerals
You may have provider marketing assets you can use
But you don’t want to sound generic, salesy, or like a corporate brand
And you want to stay on the right side of compliance
This blog is a practical guide to what to post during high-promotion season, including:
How to use provider assets consistently (without becoming a copy-and-paste feed)
What original posts you can add that normalise planning ahead
A simple weekly content plan you can stick to
How to keep your message local, human and appropriate
If you missed the earlier blogs in this series, you can catch up here:
Blog 1: Funeral plan marketing for independent funeral directors https://www.avensmarketing.com/funeral-plan-marketing-for-independent-funeral-directors
Blog 2: Planning ahead marketing for funeral directors (3 levels, with or without funeral plans) https://www.avensmarketing.com/planning-ahead-marketing-for-funeral-directors
Blog 3: Funeral plan website page for funeral directors (local SEO + enquiries)
The biggest mistake: posting funeral plan provider assets once on social media, then stopping
Most independent funeral directors do one of two things:
They don’t post anything about planning ahead on social media because it feels awkward
They post a funeral plan provider graphic once or twice, then go quiet
National brands win through repetition. Independents can compete through consistency and trust.
If you have funeral plan provider assets, the goal is not to post them once. The goal is to use them as a steady backbone, then add local content around them so families see:
A familiar local name
Real people
Calm guidance
And a clear next step
A simple rule: one funeral plan provider post + one local trust post each week
If you want a plan you can actually stick to, use this:
Each week during September to November:
1 funeral plan provider asset social media post (compliant, promotional)
1 original trust-building post (local, human, helpful)
That’s it.
Two posts a week is enough to stay visible without feeling like you’re constantly “marketing”.
What to post (original content that supports planning ahead)
Here are social media content types that work well for independent funeral directors, and don’t require you to write regulated plan copy.
1/ Planning ahead conversation starters (to overcome inertia)
Inertia is the biggest barrier. People agree it’s sensible, then do nothing.
Posts that work:
“Have you ever written down your funeral wishes, even in simple terms?”
“If you could make one thing easier for your family one day, what would it be?”
“Would a simple checklist for planning ahead be helpful?”
These posts normalise the topic and invite gentle engagement.
2/ Plain-English education (reduce fear and confusion)
Examples:
“What is a funeral plan, in simple terms?”
“What happens when a funeral plan is needed?”
“What does planning ahead actually help with?”
Keep it calm. Keep it short. Avoid claims.
3) “How we help” step-by-step posts (local reassurance)
This is one of the most effective post types because it reduces anxiety.
Example:
“If you call us to talk about planning ahead, here’s what happens:
We listen first
We explain options in plain English
We answer questions at your pace
If a funeral plan is right for you, we guide you through next steps
We confirm what happens next”
This makes the next step feel safe.
4/ Local people and premises (make it feel real)
National brands can buy reach. They can’t buy local familiarity.
Post ideas:
Introduce a team member and their role
A photo of your premises with a simple caption
“What families tell us they value most” (general, not specific)
5/ Wishes documents and family conversations (a softer route in)
Not everyone wants a pre-paid funeral plan. Many people will start with funeral wishes.
Post ideas:
“A simple way to start is writing down your wishes and telling your family where they are.”
“If you’d like a copy of our funeral wishes guide, you can download it here: [link]”
“The most important part is making sure your family knows what you want, and who you’d like them to call.”
If you offer a guide, use a simple form so you can follow up gently.
6/ Community involvement (planning ahead feels more normal)
Community content builds trust and keeps you visible without being promotional.
Examples:
Local partnerships
Community events
Charity support
Remembrance initiatives (where appropriate)
How to use funeral plan provider assets without sounding like everyone else
Funeral plan provider assets are useful, but if you post them with no context, you’ll look the same as every other funeral director using the same pack.
Here’s how to make them feel local:
Add a local intro line
Instead of posting the graphic alone, add a short caption like:
“If you’re in [Town] and you’re thinking about planning ahead, we’re happy to talk it through.”
“Planning ahead can be a simple, calm conversation. If you’d like advice, call us.”
“If you’d like to make things easier for your family one day, we can guide you step by step.”
Link to your own funeral plan website page
Do not send people to your website homepaege. Send them to your funeral plan landing website page, where you can:
Explain things in plain English
Show your team and local trust signals
Capture leads and follow up
Pair funeral plan provider social media posts with a “trust” post
This is the simplest way to avoid a generic feed.
A 4-week posting plan you can repeat (September to November)
Here’s a simple 4-week cycle. Repeat it across the three months.
Week 1
Funeral plan provider asset social media post
Conversation starter: “Have you ever written down your wishes?”
Week 2
Funeral plan provider asset social media post
Education: “What is a funeral plan in simple terms?”
Week 3
Funeral plan provider asset social media post
Step-by-step: “What happens when you call us to talk about planning ahead?”
Week 4
Funeral plan provider asset social media post
Local trust: team member / premises / local review snippet
That’s eight posts per month. Enough to stay visible.
What to do if you want to create your own plan posts
If you want to write bespoke social media posts (rather than only using funeral plan provider assets), check with your provider what needs approval.
A safe approach is:
Use provider assets for plan-specific claims
Create your own posts around planning ahead, wishes, process and local reassurance
Submit anything plan-specific for sign-off
Don’t forget: your website and follow-up do the heavy lifting
Social media posts start the journey. Your website and follow-up convert it.
If you offer a funeral planning guide, capture details.
If someone enquires, follow up.
If someone isn’t ready, keep in touch and the tone supportive.
That’s how you overcome inertia.
Want monthly funeral marketing tips
If you’d like monthly funeral marketing tips written specifically for independent funeral directors, you can sign up here: https://www.avensmarketing.com/sign-up-for-marketing-tips-for-funeral-directors
If you’d like help turning this into a simple September to November campaign for your business, you can book a Marketing Power Hour here: https://www.avensmarketing.com/funeral-marketing-power-hour
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