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Winning M o re Calls – with Google

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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  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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