It's common knowledge that many funeral home owners and directors are still struggling to understand internet marketing and how to leverage its possibilities. Welton Hong breaks down the fundamentals of online marketing and why certain techniques work better than others, depending on what you want to accomplish. Need to drive at-needs? Search optimization and pay-per-click advertising work wonders. For preneeds, social media is quite effective. For both, you need a website that converts well, a pristine online reputation (driven by review quality and quantity), compatibility with mobile devices and plenty of high-grade content. You also need to be prepared to adjust your plans in tandem with the dynamic nature of online marketing. Funeral homes that stay up to date with the changes (and act on them) have a huge advantage in their local markets.