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Winning More Calls: Mastering Your Funeral Home Marketing Strategy

Explore the strategies and techniques to enhance your funeral home's marketing approach in Robin Heppell's insightful guide. Learn how to leverage Google, optimize for ZMOT, utilize video content, and more to attract clients and grow your business.

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Winning More Calls: Mastering Your Funeral Home Marketing Strategy

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  1. Winning More Calls – with Google Robin Heppell, CFSP

  2. Winning More Calls – with Google Robin Heppell, CFSP

  3. 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

  4. 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

  5. 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!

  6. 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?

  7. Google’s Zero Moment Of Truth Source: Google - zeromomentoftruth.com

  8. 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

  9. Put Someone in Charge... YOU

  10. 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

  11. 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?

  12. Robert Collier says… “You always want to enter the conversation already happening in someone’s mind.”

  13. Optimize For ZMOT • Paid: • AdWords • Earned: • Reviews • Reputation • Owned: • WebsiteSEO

  14. 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?

  15. 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

  16. Create, Record & Post in 10 mins

  17. The Results...

  18. Jump In... “Showing up is 80% of life.” Woody Allen You showed up, so let’s get started...

  19. 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

  20. Conduct Keyword Research

  21. 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

  22. Don’t Send To Home Page

  23. 8 to 10 or More Conversations…

  24. Congruency: Keeping the Scent cremationcosts cremationcosts cremationcosts

  25. Setting Up Google AdWords

  26. 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

  27. Advanced AdWords: Remarketing

  28. 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

  29. Remarketing for Preneed Homesteaders Survey of recent policy holders: 49% had attended a funeral in the past 6 months

  30. 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

  31. Mobile Responsive Web Design

  32. 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

  33. 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

  34. Building Your Online Reputation • Facebook Page (in Firm’s Name) • LinkedIn Corporate Profile • Local Directory Listings • Citation Websites • Cultivating Positive Reviews

  35. Put Your Online Obits to Work

  36. Put Your Tribute Videos to Work

  37. 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

  38. Include Smiling Photo + Cell #

  39. 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

  40. Thanks for attending today… If you need any marketing services, all you need to do is…

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