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Cremation Marketing Webinar December 5, 2013
© 2013 Robin Heppell, CFSP | www.FuneralFuturist.com 1
Cremation Marketing
Webinar
By Robin Heppell, CFSPCFSP
Growing Up With Cremation
Source: http://www.vs.gov.bc.ca/stats/annual/2011/index.html
Cremation Marketing Webinar December 5, 2013
© 2013 Robin Heppell, CFSP | www.FuneralFuturist.com 2
Agenda
• Cremation Keywords in Google AdWords• Using Online Video to Target Cremation Clients• Using Online Video to Target Cremation Clients• Why Most Funeral Home Websites Suck at SEO
for Cremation Terms• Winning Cremation Calls with Email• The Cheapest Form of Brand Advertising for Your
C ti Off iCremation Offerings • How We Can Help You Get More Cremation Calls• Bonus: My Best Cremation Ad for AdWords
Cremation Keywords in Google AdWords
Cremation Marketing Webinar December 5, 2013
© 2013 Robin Heppell, CFSP | www.FuneralFuturist.com 3
Google AdWords(Search Network) 101
Robert Collier says…
“You always want to enter
the conversation already
happening in someone’s
mind.”
Cremation Marketing Webinar December 5, 2013
© 2013 Robin Heppell, CFSP | www.FuneralFuturist.com 4
Congruency: Keeping the Scent
Cremation Costs
ShopperSearch
Cremation Costs
YourAd
Cremation Costs
LandingPage
Google AdWords Tips
• Write the ad in their words - not yours• Have a specific landing page that continues
the conversation from the ad (not home page)
• Have a Call to Action on the landing page• Have an off line plan to win the call• Have an off-line plan to win the call• Enter keywords that you DON’T want your ad
to show for (Negative Keywords)
Cremation Marketing Webinar December 5, 2013
© 2013 Robin Heppell, CFSP | www.FuneralFuturist.com 5
Online Video to Target Cremation Clients
• Huge consumption of online video• Search engines love online video
• (Video Gets Ranked Very Fast)
• You build rapport with the viewer• Educate shoppers why to choose your funeral
hhome
Use Online Video To Target Shoppers
• What you need to do…y Record or create videos that address funeral and
cremation costsUpload videos to various video sharing websites
like YouTube, Daily Motion & ViddlerStrategically place videos on your websiteStrategically place videos on your website
Cremation Marketing Webinar December 5, 2013
© 2013 Robin Heppell, CFSP | www.FuneralFuturist.com 6
Use Online Video To Target Shoppers
Champaign Il Cremation Costs
Cremation Marketing Webinar December 5, 2013
© 2013 Robin Heppell, CFSP | www.FuneralFuturist.com 7
Why Most Funeral Home Websites Suck at SEO for Cremation Terms
8 to 10 or More Conversations…
Cremation Marketing Webinar December 5, 2013
© 2013 Robin Heppell, CFSP | www.FuneralFuturist.com 8
Get Cremation Shoppers to Your Site
Review of Local SEO Reports
Cremation Marketing Webinar December 5, 2013
© 2013 Robin Heppell, CFSP | www.FuneralFuturist.com 9
Call-Winning Email Templates
Email Inquiry Case Study
• Response times• Formatting of emails• Content of responses• Links to Home Page• Mobile Friendly• Secondary follow-up
Cremation Marketing Webinar December 5, 2013
© 2013 Robin Heppell, CFSP | www.FuneralFuturist.com 10
Include Nice, Smiling Photo + Cell #
Points to Remember: Email Inquiries
• Build rapport by writing to them on their levellevel
• Before you hit SEND, ask yourself: “Did I answer their specific questions?”
• Start with your cell phone number today
• Send response within 45 minutes• Send follow up by end of day
Cremation Marketing Webinar December 5, 2013
© 2013 Robin Heppell, CFSP | www.FuneralFuturist.com 11
Call-Winning Email Templates
Cheapest Form of Brand Advertising for Your Cremation Offerings
Cremation Marketing Webinar December 5, 2013
© 2013 Robin Heppell, CFSP | www.FuneralFuturist.com 12
Homesteaders Survey of recent policy holders: 49% had attended a funeral in
Remarketing for Cremation
holders: 49% had attended a funeral in the past 6 months
Cremation Marketing Webinar December 5, 2013
© 2013 Robin Heppell, CFSP | www.FuneralFuturist.com 13
The Benefit of Google Remarketing (Display Network)
• In the past it is very hard (or impossible) to t l h h i it dmessage to people who have visited your
site to read obituaries• That means that there are approx. 10,000+
that you can market to who are already familiar with your firm
• Retarget these visitors with the right message to compel them to pre-arrange
Over 1 Million Impressions…
Cremation Marketing Webinar December 5, 2013
© 2013 Robin Heppell, CFSP | www.FuneralFuturist.com 14
How We Can Help You Get More Cremation Calls
• Cremation Arrangement Website• Call Winning Website• Google AdWords – Search• Google AdWords – Remarketing• Val-Pak Coupons
Cremation Site & Marketing: $8,000 • Create logo for new website• Create new, cremation focused website with custom branded look and feel• Create pages for website (we can add as many pages as you want)• Vital Statistical Information form & Cremation Authorization form• Online Obituaries• Consumer Awareness Guide about Cremation • 10 FAQs & QSAs (Questions they Should Ask)• Resources (Glossary of Terms, Checklists, Guides, & Templates) • Price Comparison Matrix with other Competitors• Listing of Cremation Merchandise• Ask the Cremation Specialist form• Cremation Funeral Cost Calculator• “Cremation Store” Ecommerce & shopping cart functionality• 4 Screen capture videos
Cremation Marketing Webinar December 5, 2013
© 2013 Robin Heppell, CFSP | www.FuneralFuturist.com 15
Call Winning Website: $3,000
• includes pages: Price Comparison, Price Lists, If a Death Has Occurred Resource KitDeath Has Occurred, Resource Kit
• includes PDFs: What to Do Next, Funeral Planning Checklist, Funeral Planning Form, Personalization Worksheet
• includes forms: Arrangement Form, Contact Form, Ask The Expert, Lead Capture
• includes tracking: Google Webmasters Tools, Google Analytics, and a tracking phone number
Mobile Responsive Displays
Cremation Marketing Webinar December 5, 2013
© 2013 Robin Heppell, CFSP | www.FuneralFuturist.com 16
Google AdWords Program: $597 • One-on-one initial consultation (via conference call)• Advanced keyword research• Competitor analysis• Account setup with Google• Strategic setup of campaigns, ad groups, ads and keywords• Researching negative keywords to reduce unwanted clicks• Landing page selections / recommendations / creation• Installation of Google Analytics and/or conversion tracking scripts
NOTE: Ad creative for Google AdWords is licensed to client during engagement of services and is the copyright of Heppell Media Corp. Ads cannot be used if the agreement is terminated. Google AdWords budget not included in above fees
Condolence to Preneed Lead Capture
Remarketing Program: $3,500• 4 Campaigns• Custom Image Ads• Script for Landing Pages• Videos & PDFs included
• Contact me directly for details
Cremation Marketing Webinar December 5, 2013
© 2013 Robin Heppell, CFSP | www.FuneralFuturist.com 17
Agenda
• Cremation Keywords in Google AdWords• Using Online Video to Target Cremation Clients• Using Online Video to Target Cremation Clients• Why Most Funeral Home Websites Suck at SEO
for Cremation Terms• Winning Cremation Calls with Email• The Cheapest Form of Brand Advertising for Your
C ti Off iCremation Offerings • How We Can Help You Get More Cremation Calls• Bonus: My Best Cremation Ad for AdWords
Best Performing AdWords Ad
C i C C iCremation Costs Comparison
Compare Prices from [City / Town] Firms
Cremation Costs Starting from $XXX
YourFuneralChapel.com/CostComparison
Cremation Marketing Webinar December 5, 2013
© 2013 Robin Heppell, CFSP | www.FuneralFuturist.com 18
When You are Not the Cheapest
Thank You For Attending the Webinar
Free resources available here: F lF t i t /C ti W bi RFuneralFuturist.com/CremationWebinarResources
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