Winning More Calls with Google Robin Heppell CFSP

Winning More Calls – with Google Robin Heppell, CFSP www. nfda. org/austin 2013 NFDA International Convention & Expo

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 Mc. Call’s • Took my apprenticeship and earned my Funeral Director’s Licence www. nfda. org/austin 2013 NFDA International Convention & Expo

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 Futurist brand 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 www. nfda. org/austin 2013 NFDA International Convention & Expo

Why Is Winning Calls Important For 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! www. nfda. org/austin 2013 NFDA International Convention & Expo

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? www. nfda. org/austin 2013 NFDA International Convention & Expo

Google’s Zero Moment Of Truth Source: Google - zeromomentoftruth. com www. nfda. org/austin 2013 NFDA International Convention & Expo

Google’s Advice on How To Win 1. 2. 3. 4. 5. 6. 7. 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 www. nfda. org/austin 2013 NFDA International Convention & Expo

Put Someone in Charge. . . YOU www. nfda. org/austin 2013 NFDA International Convention & Expo

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 www. nfda. org/austin 2013 NFDA International Convention & Expo

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? www. nfda. org/austin 2013 NFDA International Convention & Expo

Robert Collier says… “You always want to enter the conversation already happening in someone’s mind. ” www. nfda. org/austin 2013 NFDA International Convention & Expo

Optimize For ZMOT • Paid: – Ad. Words • Earned: – Reviews – Reputation • Owned: – Website SEO www. nfda. org/austin 2013 NFDA International Convention & Expo

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? www. nfda. org/austin 2013 NFDA International Convention & Expo

Don’t Forget Video • Best rapport building modality • Video in Google’s organic results • You. Tube 2 nd most popular search engine Funeral Home ideas. . . • Create welcome videos • FAQ & QSA videos • Take advantage of Tribute Videos www. nfda. org/austin 2013 NFDA International Convention & Expo

Create, Record & Post in 10 mins www. nfda. org/austin 2013 NFDA International Convention & Expo

The Results. . . www. nfda. org/austin 2013 NFDA International Convention & Expo

Jump In. . . “Showing up is 80% of life. ” Woody Allen You showed up, so let’s get started. . . www. nfda. org/austin 2013 NFDA International Convention & Expo

Workshop is in session. . . • • Conduct Keyword Research Google Ad. Words 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 www. nfda. org/austin 2013 NFDA International Convention & Expo

Conduct Keyword Research www. nfda. org/austin 2013 NFDA International Convention & Expo

Google Ad. Words 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 www. nfda. org/austin 2013 NFDA International Convention & Expo

Don’t Send To Home Page www. nfda. org/austin 2013 NFDA International Convention & Expo

8 to 10 or More Conversations… www. nfda. org/austin 2013 NFDA International Convention & Expo

Congruency: Keeping the Scent Shopper Search Cremation Costs www. nfda. org/austin 2013 Your Ad Cremation Costs Landing Page Cremation Costs 2013 NFDA International Convention & Expo

Setting Up Google Ad. Words Campaigns 1. Local | 2. National Ad Groups: Funeral Homes | Funeral Costs | Cremation Costs Keywords Ad 1 www. nfda. org/austin 2013 Ad 2 Keywords Ad 1 Ad 2 2013 NFDA International Convention & Expo

Negative Keywords • Don’t pay for traffic that you don’t want! • Negative Keywords: • Pet, Pets, Dogs, Cats, • Obit, Obits, Obituary, Obituaries, Death Notices, Directions, Hours • Be Aware of Sister Cities and Terms www. nfda. org/austin 2013 NFDA International Convention & Expo

Advanced Ad. Words: Remarketing www. nfda. org/austin 2013 NFDA International Convention & Expo

www. nfda. org/austin 2013 NFDA International Convention & Expo

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, 000 s+ visitors to your website every month • Retarget these visitors with the right message to compel them to pre-arrange www. nfda. org/austin 2013 NFDA International Convention & Expo

Remarketing for Preneed Homesteaders Survey of recent policy holders: 49% had attended a funeral in the past 6 months www. nfda. org/austin 2013 NFDA International Convention & Expo

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Funeral Home SEO • • Site Structure Online Obits Backlinks Online Videos Press Releases Page Load Speed Mobile Friendly www. nfda. org/austin 2013 • RSS Links & Directories • Content Marketing • Social Media Engagement 2013 NFDA International Convention & Expo

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Mobile Responsive Web Design www. nfda. org/austin 2013 NFDA International Convention & Expo

Videos that Help Win Calls • 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 www. nfda. org/austin 2013 • Upload Video – Follow Worksheet – You. Tube 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 You. Tube URL from other sites if possible 2013 NFDA International Convention & Expo

Online Video Marketing Fast Start 1. 2. 3. 4. Create You. Tube account Get Snagit by Tech. Smith http: //snagit. com (only $49. 95) Complete “Online Video Strategies Worksheet” 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 You. Tube (from Jing Snagit) 8. In You. Tube edit Title, Description, Tags, set Location re: “Online Video Strategies Worksheet” 9. Email You. Tube 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 www. nfda. org/austin 2013 NFDA International Convention & Expo

Building Your Online Reputation • • • Facebook Page (in Firm’s Name) Linked. In Corporate Profile Local Directory Listings Citation Websites Cultivating Positive Reviews www. nfda. org/austin 2013 NFDA International Convention & Expo

Put Your Online Obits to Work 1 Email Family 2 Email Groups 3 Share on Their Facebook www. nfda. org/austin 2013 NFDA International Convention & Expo

Put Your Tribute Videos to Work www. nfda. org/austin 2013 NFDA International Convention & Expo

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 www. nfda. org/austin 2013 NFDA International Convention & Expo

Include Smiling Photo + Cell # www. nfda. org/austin 2013 NFDA International Convention & Expo

Workshop Recap. . . • • Conduct Keyword Research Google Ad. Words 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 www. nfda. org/austin 2013 NFDA International Convention & Expo

Thanks for attending today… If you need any marketing services, all you need to do is… www. nfda. org/austin 2013 NFDA International Convention & Expo