bringing leads into your sales pipeline - lead generation for funeral homes & cemeteries
TRANSCRIPT
Lead Generation Keeping a steady stream of leads flowing into your
sales pipeline
Dale “ DataDale” Filhaber President, Dataman Group Direct
Author, Lead Generation Made Easier
You Need a Plan
Lead Generation is not an event. It is a well-thought out, multi-faceted
program that takes into consideration your goals, your budget, your resources and your brand
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The Perfect Lead
The lead wants a preneed plan for him/herself & spouse
The lead actually wants to set a date & time for an in-home appointment
The lead can afford to pay for a preneed arrangement
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Cutting Through the Clutter
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Lead Generation Channels
Direct mail Presentations Telemarketing / cold-calling Senior Fairs / Home Shows Referrals Online lead generation SEO / PPC Networking Community Outreach Social Media Farming your own database Remarketing Website Door-to-Door
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2 Different Markets
Pre Need At Need
And the way we market to them is very different
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Which way to go?
Inbound Outbound
Creating situations where prospects can find you
Reaching out to find your best prospects
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At Need
Inbound – Can They Find You ? Top Channels:
Solid Mobile Compatible Website SEO / PPC program Branding Name recognition
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At Need Lead Generation www.datamangroup.com 11
Generating Pre Need Leads Lead Generation www.datamangroup.com 12
Outbound – Can You Find Them ?
Defining Your Top Prospects Lead Generation www.datamangroup.com 13
Top Pre Need Direct Mail Segments
Households with presence of an older adult
Planners Senior Lists / Golden Homeowners Birthday Lists Veterans Targeting by Ethnicity / Religion Individuals whose parents had pre need
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Households with presence of an older adult
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Planners Lead Generation www.datamangroup.com 16
Senior Lists Golden Homeowners
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Birthday Lists Lead Generation www.datamangroup.com 18
Veterans Lead Generation www.datamangroup.com 19
Parents Had Pre-Need Plans Lead Generation www.datamangroup.com 20
Mining Your Own Database
NCOA Data Append Phone Append Email Append Telephone surveys Anniversary / Holiday cards Incorporate in Direct Mail campaigns
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Top Pre Need Channel
Direct Mail - #1
Targeted Personalized Trackable Responsive
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Direct Mail
Components for Direct Mail Response
Targeted list Message The Offer Response Vehicle Timing
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Repetition is Key!
New Opportunities in 2016
Enhanced targeting More personalization Integration with other channels for a multi- layered approach Multiple response
mechanisms (BRM, QR Codes, PURLs, texting)
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The Offer
A Free Planning Guide Doesn’t Cut it anymore
What will stand out & make people call you?
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It’s about VALUE
•Prayer Cards •Afternoon Visitation •Limo •Acknowledgment cards
Direct Mail Success Summary
Target – target – target Match the message to the target Effective offer Mail at the right time Use different response mechanisms Test – tweak - retest
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Messaging Lead Generation www.datamangroup.com 27
Fear Sells Lead Generation www.datamangroup.com 28
So Does Peace of Mind Lead Generation www.datamangroup.com 29
What’s available
Turn-key programs Vs Do it yourself
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Telemarketing Lead Generation www.datamangroup.com 31
Telemarketing
Cold Calling & the Do Not Call The truth about Cell phones Obtaining phone #s you can use Telephone appending Using the phone for Follow up
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Generating Leads Online Lead Generation www.datamangroup.com 33
It starts with your Website Lead Generation www.datamangroup.com 34
Must Haves
Easy navigation Clear phone # / address Link for Directions Sign up for more information Mobile compatibility Partnerships
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Self-Test your website today
Check your site’s speed https://developers.google.com/speed/pagespeed/insights/
Mobile friendly test https://www.google.com/webmasters/tools/mobile-friendly/
Test your Website – Get tons of info http://nibbler.silktide.com/
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Social Media Lead Generation www.datamangroup.com 37
Advertise on Social Media
Facebook Advertising Linked In Ads Remarketing /Retargeting
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Questions?
Dale “Data Dale” Filhaber 800.771.3282 [email protected] www.datamangroup.com Books & Articles by Data Dale to Read: Marketing To Death Planning An Effective Pre Need
program Lead Generation Made Easier
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Resource Guide
Direct Mail Lists & Telemarketing Lists Dataman Group Direct www.datamangroup.com (800) 771-3282 Dale Filhaber
Retargeting/Remarketing
Tandem Interactive www.tandem-interactive.com (954) 281-9995 Ext:6000 Joe Laratro
Marketing360.com www.marketing360.com (970) 541-3264 Joey Witz Preneed Builders www.preneedbuilders.com (800) 724-9975 Ellery Bowker
Content Strategy for SEO/PPC
Tandem Interactive www.tandem-interactive.com (954) 281-9995 Ext:6000 Joe Laratro
NCOA / Data Appending / Data Updating Dataman Group Direct www.datamangroup.com (800) 771-3282 Scott Filhaber
Print / Mailing Service Orange County Direct Mail www.ocdm.com (714) 444-4412 Dawn Hewitt Synergy Direct www.synergydr.com (714) 824-3786 John Rogers Executive Print & Mail www.executiveprintandmail.com (954) 978-0018 Leila Moavero
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