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Winning M o re Calls – with Google. Robin Heppell, CFSP. Winning M o re Calls – with Google. Robin Heppell, CFSP. About Robin Heppell, CFSP. Childhood aspirations of being a NHL Goalie Went to Ontario to play hockey, lived at the family funeral home

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Winning More Calls – with Google

Robin Heppell, CFSP


Winning More Calls – with Google

Robin Heppell, CFSP


About robin heppell cfsp
About Robin Heppell, CFSP

  • Childhood aspirations of being a NHL Goalie

  • Went to Ontario to play hockey, lived at the family funeral home

  • “If you can eat & sleep, you can work!”

  • Came back to Victoria & my Dad got me an interview with McCall’s

  • Took my apprenticeship and earned my Funeral Director’s Licence


Journey into funeral marketing
Journey into Funeral Marketing

  • Created multi-million dollar pre-need program

  • 25 years experience, over $50,000 of education, over 100 websites

  • Created the Funeral Futuristbrand by applying all of these strategies

  • Presented at over 40 funeral conferences and over 100 webinars

  • Consult for UVic’s Faculty of Business about integrating offline and online marketing


Why is winning calls important
Why Is Winning Calls Important

For you to get a call, two things have to happen…

  • Someone has to die

  • Your marketing has to work to a point and you have to be on the short list

    If you lose the call – it’s lost forever… and so is that revenue!


What happens before your phone rings
What Happens Before Your Phone Rings?

  • What are they thinking?

  • Who are they talking to?

  • What research are they doing?

  • How are they making their decision?


Google s z ero m oment o f t ruth
Google’s Zero Moment Of Truth

Source: Google - zeromomentoftruth.com


Google s advice on how to win
Google’s Advice on How To Win

  • Put Someone in Charge

  • Find Your Zero Moments

  • Answer the Questions People Are Asking

  • Optimize for ZMOT

  • Be Fast

  • Don’t Forget Video

  • Jump In!

    Source: Google - zeromomentoftruth.com



Find your zero moments of truth
Find Your Zero Moments of Truth

  • What are people searching for about funeral homes?

  • Check the related searches at the bottom of the Google results page

  • Use the free Google Keyword Tool


Answer questions people are asking
Answer Questions People Are Asking

When they don’t know what to ask, they ask how much will it cost ...

  • How much does a cremation cost in Austin?

  • What is the best funeral home in Austin?


Robert collier says
Robert Collier says…

“You always

want to enter

the conversation already happening

in someone’s mind.”


Optimize for zmot
Optimize For ZMOT

  • Paid:

    • AdWords

  • Earned:

    • Reviews

    • Reputation

  • Owned:

    • WebsiteSEO


Be fast
Be Fast

“Speed beats perfection”

  • Don’t wait to get all of your ducks in a row

  • Many of these strategies can be started today

    How many people will die before your marketing is perfect?


Don t forget video
Don’t Forget Video

  • Best rapport building modality

  • Video in Google’s organic results

  • YouTube 2nd most popular search engine

    Funeral Home ideas...

  • Create welcome videos

  • FAQ & QSA videos

  • Take advantage of Tribute Videos




Jump in
Jump In...

“Showing up is 80% of life.”

Woody Allen

You showed up, so let’s get started...


Workshop is in session
Workshop is in session...

  • Conduct Keyword Research

  • Google AdWords 101 + Advanced

  • Funeral Home SEO

  • Videos that Help Win Calls

  • Building Your Online Reputation

  • Putting Your Online Obits to Work

  • Putting Your Tribute Videos to Work

  • Bonus: Using Email to Win the Call



Google adwords 101
Google AdWords 101

  • Write the ad in their words - not yours

  • Have a specific landing page that continues the conversation from the ad

  • Have a Call to Action on the landing page

  • Have an off-line plan to win the call




Congruency keeping the scent
Congruency: Keeping the Scent

cremationcosts

cremationcosts

cremationcosts



Negative keywords
Negative Keywords

  • Don’t pay for traffic that you don’t want!

  • Negative Keywords:

  • Pet, Pets, Dog, Dogs, Cat, Cats,

  • Obit, Obits, Obituary, Obituaries, Death Notice, Death Notices, Directions, Hours

  • Be Aware of Sister Cities and Terms



Remarketing for funeral homes
Remarketing for Funeral Homes

  • Generally, it is very hard to message to people who have visited your site to read obituaries

  • If you have been following my obit strategies you will be getting 10,000s+ visitors to your website every month

  • Retarget these visitors with the right message to compel them to pre-arrange


Remarketing for preneed
Remarketing for Preneed

Homesteaders Survey of recent policy holders: 49% had attended a funeral in the past 6 months


Funeral home seo
Funeral Home SEO

  • RSS Links & Directories

  • Content Marketing

  • Social Media Engagement

  • Site Structure

  • Online Obits

  • Backlinks

  • Online Videos

  • Press Releases

  • Page Load Speed

  • Mobile Friendly



Videos that help win calls
Videos that Help Win Calls

  • Upload Video

    • Follow Worksheet

    • YouTube first (primary)

  • Promote Video

    • Have 5 friends view entire video (rate & comment)

    • Embed in Website

    • Promote with Facebook / Twitter

    • Tag it with Social Bookmarking Sites

    • Link to YouTube URL from other sites if possible

  • Plan / Script 5 Videos

    • [City] Funeral Costs

    • [City] Cremation Costs

    • [City] Funeral Homes

    • [City] Funeral Cremation

    • [City] Cremation Services

  • Record Videos

    • Screen Capture

    • Talking Head

  • Edit For Web

    • Web Friendly Format

    • Title file with Keywords


Online video marketing fast start
Online Video Marketing Fast Start

  • Create YouTube account

  • Get Snagit by TechSmith http://snagit.com (only $49.95)

  • Complete “Online Video Strategies Worksheet”

  • Download PPT Template, Choose Design & Edit for your Funeral Home

  • Download Script & Edit for your Funeral Home

  • Record “Funeral Costs” video with JingSnagit

  • Upload Video to YouTube (from JingSnagit)

  • In YouTube edit Title, Description, Tags, set Location re: “Online Video Strategies Worksheet”

  • Email YouTube link to 5 friends and ask them that they watch it to the end (comments, likes a bonus

  • Repeat steps 3 – 9 for “Cremation Costs” video


Building your online reputation
Building Your Online Reputation

  • Facebook Page (in Firm’s Name)

  • LinkedIn Corporate Profile

  • Local Directory Listings

  • Citation Websites

  • Cultivating Positive Reviews




Bonus use email to win the call
Bonus: Use Email to Win the Call

  • Build rapport by writing to them on their level

  • Before you hit SEND, ask yourself: “Did I answer their specific questions?”

  • Use your cell phone number today

  • Send response within 45 minutes

  • Send follow up by end of day



Workshop recap
Workshop Recap...

  • Conduct Keyword Research

  • Google AdWords 101 + Advanced

  • Funeral Home SEO

  • Videos that Help Win Calls

  • Building Your Online Reputation

  • Putting Your Online Obits to Work

  • Putting Your Tribute Videos to Work

  • Bonus: Using Email to Win the Call


Thanks for attending today
Thanks for attending today…

If you need any marketing services, all you need to do is…


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