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Winning M o re Calls – with Google PowerPoint PPT Presentation


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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 M o re Calls – with Google

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Winning More Calls – with Google

Robin Heppell, CFSP


Winning More 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

  • “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

  • 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

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 are they thinking?

  • Who are they talking to?

  • What research are they doing?

  • How are they making their decision?


Google’s Zero Moment Of Truth

Source: Google - zeromomentoftruth.com


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


Put Someone in Charge...

YOU


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

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…

“You always

want to enter

the conversation already happening

in someone’s mind.”


Optimize For ZMOT

  • Paid:

    • AdWords

  • Earned:

    • Reviews

    • Reputation

  • Owned:

    • WebsiteSEO


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

  • 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


Create, Record & Post in 10 mins


The Results...


Jump In...

“Showing up is 80% of life.”

Woody Allen

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


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


Conduct Keyword Research


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


Don’t Send To Home Page


8 to 10 or More Conversations…


Congruency: Keeping the Scent

cremationcosts

cremationcosts

cremationcosts


Setting Up Google AdWords


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


Advanced AdWords: Remarketing


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

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


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


Mobile Responsive Web Design


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

  • 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

  • Facebook Page (in Firm’s Name)

  • LinkedIn Corporate Profile

  • Local Directory Listings

  • Citation Websites

  • Cultivating Positive Reviews


Put Your Online Obits to Work


Put Your Tribute Videos to Work


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


Include Smiling Photo + Cell #


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…

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