2013 nfda international convention & expo winning more calls – with google robin heppell,...
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2013 NFDA International Convention & Expowww.nfda.org/austin2013
Winning More Calls – with Google
Robin Heppell, CFSP
2013 NFDA International Convention & Expowww.nfda.org/austin2013
Winning More Calls – with Google
Robin Heppell, CFSP
2013 NFDA International Convention & Expowww.nfda.org/austin2013
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
2013 NFDA International Convention & Expowww.nfda.org/austin2013
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
2013 NFDA International Convention & Expowww.nfda.org/austin2013
Why Is Winning Calls ImportantFor you to get a call, two things have to happen…
1. Someone has to die
2. 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!
2013 NFDA International Convention & Expowww.nfda.org/austin2013
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?
2013 NFDA International Convention & Expowww.nfda.org/austin2013
Google’s Zero Moment Of Truth
Source: Google - zeromomentoftruth.com
2013 NFDA International Convention & Expowww.nfda.org/austin2013
Google’s Advice on How To Win1. Put Someone in Charge
2. Find Your Zero Moments
3. Answer the Questions People Are Asking
4. Optimize for ZMOT
5. Be Fast
6. Don’t Forget Video
7. Jump In! Source: Google - zeromomentoftruth.com
2013 NFDA International Convention & Expowww.nfda.org/austin2013
Put Someone in Charge...
YOU
2013 NFDA International Convention & Expowww.nfda.org/austin2013
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
2013 NFDA International Convention & Expowww.nfda.org/austin2013
Answer Questions People Are AskingWhen 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?
2013 NFDA International Convention & Expowww.nfda.org/austin2013
Robert Collier says…
“You always
want to enter
the conversation already happening
in someone’s mind.”
2013 NFDA International Convention & Expowww.nfda.org/austin2013
Optimize For ZMOT• Paid:
– AdWords
• Earned: – Reviews– Reputation
• Owned: – Website
SEO
2013 NFDA International Convention & Expowww.nfda.org/austin2013
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?
2013 NFDA International Convention & Expowww.nfda.org/austin2013
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
2013 NFDA International Convention & Expowww.nfda.org/austin2013
Create, Record & Post in 10 mins
2013 NFDA International Convention & Expowww.nfda.org/austin2013
The Results...
2013 NFDA International Convention & Expowww.nfda.org/austin2013
Jump In...
“Showing up is 80% of life.”
Woody Allen
You showed up, so let’s get started...
2013 NFDA International Convention & Expowww.nfda.org/austin2013
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
2013 NFDA International Convention & Expowww.nfda.org/austin2013
Conduct Keyword Research
2013 NFDA International Convention & Expowww.nfda.org/austin2013
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
2013 NFDA International Convention & Expowww.nfda.org/austin2013
Don’t Send To Home Page
2013 NFDA International Convention & Expowww.nfda.org/austin2013
8 to 10 or More Conversations…
2013 NFDA International Convention & Expowww.nfda.org/austin2013
Congruency: Keeping the Scent
Cremation Costs
ShopperSearch
Cremation Costs
YourAd
Cremation Costs
LandingPage
2013 NFDA International Convention & Expowww.nfda.org/austin2013
Campaigns1. Local | 2. National
Ad Groups:
Funeral Homes | Funeral Costs | Cremation Costs
Keywords
Ad 1 Ad 2
Keywords
Ad 1 Ad 2
Keywords
Ad 1 Ad 2
Setting Up Google AdWords
2013 NFDA International Convention & Expowww.nfda.org/austin2013
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
2013 NFDA International Convention & Expowww.nfda.org/austin2013
Advanced AdWords: Remarketing
2013 NFDA International Convention & Expowww.nfda.org/austin2013
2013 NFDA International Convention & Expowww.nfda.org/austin2013
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
2013 NFDA International Convention & Expowww.nfda.org/austin2013
Remarketing for PreneedHomesteaders Survey of recent policy holders: 49% had attended a funeral in the past 6 months
2013 NFDA International Convention & Expowww.nfda.org/austin2013
2013 NFDA International Convention & Expowww.nfda.org/austin2013
• Site Structure• Online Obits• Backlinks• Online Videos• Press Releases• Page Load Speed• Mobile Friendly
• RSS Links & Directories• Content Marketing• Social Media Engagement
Funeral Home SEO
2013 NFDA International Convention & Expowww.nfda.org/austin2013
2013 NFDA International Convention & Expowww.nfda.org/austin2013
Mobile Responsive Web Design
2013 NFDA International Convention & Expowww.nfda.org/austin2013
• 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
• 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
Videos that Help Win Calls
2013 NFDA International Convention & Expowww.nfda.org/austin2013
Online Video Marketing Fast Start1. Create YouTube account
2. Get Snagit by TechSmith http://snagit.com (only $49.95)
3. Complete “Online Video Strategies Worksheet”
4. Download PPT Template, Choose Design & Edit for your Funeral Home
5. Download Script & Edit for your Funeral Home
6. Record “Funeral Costs” video with Jing Snagit
7. Upload Video to YouTube (from Jing Snagit)
8. In YouTube edit Title, Description, Tags, set Location re: “Online Video Strategies Worksheet”
9. Email YouTube link to 5 friends and ask them that they watch it to the end (comments, likes a bonus
10. Repeat steps 3 – 9 for “Cremation Costs” video
2013 NFDA International Convention & Expowww.nfda.org/austin2013
Building Your Online Reputation• Facebook Page (in Firm’s Name)• LinkedIn Corporate Profile• Local Directory Listings• Citation Websites• Cultivating Positive Reviews
2013 NFDA International Convention & Expowww.nfda.org/austin2013
Put Your Online Obits to Work
1 Email Family
2 Email Groups
3 Share on Their Facebook
2013 NFDA International Convention & Expowww.nfda.org/austin2013
Put Your Tribute Videos to Work
2013 NFDA International Convention & Expowww.nfda.org/austin2013
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
2013 NFDA International Convention & Expowww.nfda.org/austin2013
Include Smiling Photo + Cell #
2013 NFDA International Convention & Expowww.nfda.org/austin2013
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
2013 NFDA International Convention & Expowww.nfda.org/austin2013
Thanks for attending today…If you need any marketing services,
all you need to do is…