Yesterday, we discussed the five steps to building a complete IP for Columbarium niche services. Today, we’ll focus on the first step: Lead Generation.
Lead generation is like fishing—you need to find the right pond and use attractive bait to catch fish.

When it comes to identifying potential clients, we must first ask: Who are our target customers? Where can they be found? And how can we attract them?

The primary audiences for Columbarium services include:

• Local or nearby families who have recently lost a loved one

• Individuals making advance arrangements

• Those involved in relic reburial

• Overseas Chinese returning for burial

These potential clients are often already customers of other related services. Therefore, the first step is to identify and collaborate with businesses in adjacent industries to acquire customer resources at the lowest cost.

Marketing channels can be divided into four categories: offline channels, online channels, telemarketing, and offline advertising.

1. Offline Channels

Relevant institutions and individuals who interact with the deceased, such as:

• Hospitals, crematories, funeral homes

• Feng shui masters, monks, Taoist priests, ritual performers

• Funeral supply stores

• Community and street funeral coordinators

• Hearse drivers

• Security staff at various institutions

• Government officers handling grave relocation

2. Online Channels

Since I started working as a sales manager for HuaHeng Columbarium Factory, Jiangxi, China, I have consistently published industry-related information online. For example, if you search “Mr. Luo” today, you’ll find numerous results related to Columbarium products. This is the first step in building an IP online: keyword optimization and associating product information with those keywords.

Suppose you’re promoting a Columbarium design service in Guangzhou. In that case, you can publish articles covering every possible aspect of ash storage. When users read these articles, they will naturally come across introductions to your services. This soft marketing approach is both cost-effective and long-lasting.

Common channels include:

• Self-media platforms

• Websites

• Short videos

• SEO

Besides attracting customers through content, we can also take the initiative to reach out through government websites, funeral product sellers on Taobao, and other cross-industry partners.

3. Telemarketing

This requires no further explanation.

4. Offline Advertising

Due to the nature of the industry, large-scale advertising is restricted in China. Therefore, offline efforts should focus on mutual promotions with partner businesses.

For example, collaborate with funeral supply stores to display promotional materials or work with government departments to promote indoor ash storage services. The government provides space and resources to meet targets, while you invest in niches and generate revenue later.

The above covers audience segmentation and marketing channel development for columbarium services. As someone primarily focused on Columbarium equipment sales, I’ve shared insights based on my experience. I believe there are many more innovative marketing methods—feel free to share your thoughts in the comments.

Once these channels are established, we’ve only found the “fishing pond.” To turn prospects into potential clients, we need well-designed lead-generation products to attract them and encourage consultation.

What’s your lead-generation product?

Translated & Adapted by: Mr. Luo, Sales Manager
Company: HuaHeng Columbarium Factory Jiangxi, China