12th November 2013

12th November 2013

David Clarke MDEmail [email protected]

www.dbsinternetmarketing.co.uk

mailto:[email protected]

http://www.dbsinternetmarketing.co.uk/

How FD’s can harnessthe power of theinternet &social web

What we’re going to cover this morning

Assumptions…

Traditional printed media• Church diares• Parish magazines• Yellow Pages, BT Phone Book, Thomsons• Newspapers

Website


Assumptions…The 80-20 rule (Pareto Principle)

undecided

decided


How to use the web, social media:• to ensure families think of your firm first at their time

of need

• to protect and grow your firm's market share and brand

• to get more locally from the pre-payment market (away from the "big boys")

Google analytics

how people got to your site

what they did when they got there

Google analytics

How do I know if my site has analytics?

Go to any page of your website

Do a right hand mouse click

Google analytics

What can analytics tell me?

Just about everything except the name of theperson looking at your site

Should be looking at least once a month

Google analytics

Default view is last 30 days

Google analytics

Can compare year/year or month/month or custom

Google analytics

Can find out number of visitsto site via mobiles

Harnessing the internet

Have to do theSEO basics first

SEO basics: Natural & Pay Per Click

SEO basics

Importance of keyword research

need to know exactly what people type into search engines

pointless trying to get traffic for keywords that people don’t type into search engines

Good start is Google’s Keyword Planner

SEO basics

On page

Headings and sub headings

Use your keywords!

SEO basics

On pageCopy – the words on the page

Use your keywords but don’t write for search engines

Don’t lift copy from other sources

Don’t duplicate copy within your site

200-300 words per page minimum

SEO basics

Off page factors – META DATA

Page titlePage descriptionAlt tags..and more

SEO basics

Page titleWritten into source code by web developers

Appears in search engine results

Use keywords and branding

SEO basics

Page descriptionWritten into source code by web developers

Appears in search engine results

If you don’t craft it Google will!

SEO basicsAlt tagsWritten into source code by web developersHover over image

Help in search engine results

SEO basicsAlt tagsAdded bonus in image results

SEO basics

Site map

SEO basics

Site maplinks toall pages

Submit xml fileof site mapto Google

SEO basics: Pay per click

If you decide to outsource use a Google Partner


• Set up costs• Daily budget• Cost of clicks paid directly to Google• Monthly management fee


Keyword research based on “Funeral Plans” shows:

Low volume of searches for geographic keywordssuch as “funeral plan Nottingham”

High volume of searches for generic keywordssuch as “funeral plan”


Why is this an issue?

Small traffic for geographic keywords

Expensive to run a UK wide campaign for generic keywords

People may want to use a local firm


What is the solution?

Run a geographic keyword campaign

Run a generic keyword but specify a footprint that your ads will show in

Can compete on an even playing field

SEO basics: Pay per clickGeneric keyword footprint

SEO basics: Google local

The “old style“ search engine results used to all look like this...

...with a map at the side of them...

...now Google combines the old style results with the mapped results

The new style listings open up into a Google+ Local pagewhen you click on the chevrons or “Google review”

A Google+ Local page looks like this..

But first you have to claim and verify your Google+ Local listing

You’ll need a Google Account to do this

You can verify with a PIN sent by phone or postcard

Why bother?

Looks like Google favours businesses in rankings that have a Google+ Local page

SEO basics: Retargeting

Chances are that 90% or more of your web traffic leaves your site without a trace

SEO basics: Retargetting

• Huge proportion of lost business • We are able to display ads elsewhere on the Internet for 7

days after they've left your site

• Sensitivity

• Could lock down to pre-paid pages


• Gentle reminder that visitors should re-consider going back onto your site

• Ads could be set up to only target people who

had visited the pre-payment page


• Even if the display banner adverts aren't clicked a powerful branding exercise has taken place

• Your remain on the "tip of the brain" of prospects

• Prospects see your pre-paid ads at the crucial time in sales cycle

• Elevates the perception of your company

SEO basics: Facebook ads

• 2nd most visited site on the planet

• harness the power of this social media giant with strategically placed adverts targeting defined demographic groups

SEO basics: Facebook adsWhen you set up a Facebook account you are invited to provide information

about yourself or your organisation….

• your age• marital status• where you live• whether you own a home• what your profession is• what your hobbies are• if you have children• where you went to school or university• and more...

SEO basics: Facebook ads

This type of information is the backbone of Facebook advertisingas it can be easily split into target groups

Opportunity to target demographic groupsin your target market areas withPre-paid ads

SEO basics: Natural listings

Will coverat end ofpresentation

Website basics

• Anyone on your website isn’t there by accident • They are there at time of need • Make it as easy as possible for your visitors

Website basics

• Explosion in the popularity of accessing the internet "on the go"

• 70% of the world's population now own a mobile phone

• Tipping point 2014 • People expect to find out about services easily on smartphone, iphone, tablet or ipad • Many websites don't display properly on mobile devices • Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen to see your

web pages • Intelligent enough to know what size screen is being used to view it on and resize itself

Responsive web design

Website basicsResponsive web design

Website basics

Does this really apply to me?

Responsive web design

mobiletablet

desktop

Website basicsFuneral Plans

Most FD’s have funeral plan page hidden away in menu

Why not have clickable graphic on every page?

Website basicsFuneral Plans

Send to a friend

Print this page

Website basics

• request a brochure• get a free quote

Interactive web forms

• contact details in email to you• “hot leads” to follow up

Website basicsInteractive web forms

Website basics - GimmeProspect gives contact details - possibly in return for info

Website basics - Gimme

Website basics - Gimme

• 10 Things You Need To Know About Pre-Paid Funeral Plans

• 10 Reasons To Pre-Plan and Pre-Pay Your Funeral

Website basics – Database Creation

• Start/maintain database of prospects & clients

• Harvest forms

Website basics: HTML newsletters• Use database of prospects and clients to send regular newsletters

• Newsletters will promote pre-paid • News & Offers • News - Headline and teaser text linking back to blog/news

• Always direct prospects back to website

Website basics: HTML newsletters• Newsletters would link through to the pre-paid pages • Newsletters could contain clickable link to pre-paid video

Website basics: HTML newsletters• Strong calls to action: request a brochure, get a free quote

Website basics: HTML newsletters• Identify recipients who clicked on a link and visited pre-paid page

• Opportunity for follow up activity

Website basics: HTML newsletters

• Opportunity for follow up activity

Website basics: HTML newsletters

• You definitely need a 3rd party email solution

• Avoid being classed as a spammer

Harnessing the social web

Let’s look at what’s out there

Social media: Facebook• Most used social networking site

• Second most accessed website in the world

• More than half of Facebook through mobile devices

• Used for networking, following businesses you are interested in

• Marketing to people who are interested in your business

Social media: Facebook• Become a "catch all" site

• Direct competitor to Google

• Many funeral directors now have their own corporate Facebook page

Social media: Facebook

• 1st major shift: People tending to buy online or make their buying decisions online

• 2nd major shift: People share information about products and services online and form opinions about companies based on what they share online

• Add obituaries to your Facebook page

• Massive branding opportunity



• Every time an obituary is posted it is branded


• Every time the post is liked, commented or shared then theR J Bray brand is mentioned

• Absolutely massive marketing and brand awareness opportunity


• The branding has a character limit but may be able to say…

XYZ Funeral Directors & Pre-Paid Funeral Plans


• Comments can be moderated

• For relatively little effort massive brand awareness can be built in the community

• Likely that high percentage of friends will be within your catchment area • Sensitive posts regarding pre-paid can also be made via social media

Social media: Facebook• Add Facebook buttons to your website which will link back to your

Facebook page

Social media: Google+

• Google’s version of Facebook • Likely to be held in high esteem by Google

Social media: Twitter

• Match look and feel of your website

Social media: Twitter

Link back your tweets to your website

Social media: YouTube

• Use to promote pre-paid


• Put the video into website pages


• Strong call to action at end of video • Set up a YouTube channel to hold all videos

• Will attract likes to strengthen brand


Google often places video in search engine results


• SEO benefit • Google is working on indexing the audio content of video


• Networking for professionals

• Can have corporate page on LinkedIn

What’s changed in SEO…

The old way of SEO

Get meta data right

Get words on page right

Build links

Why isn’t this working as well?

What’s changed in SEO…

The new way of SEO

Attract traffic, enquiries and links with content

Robust

Sustainable

What is Content Marketing?

Nearly all sales and buying decisions are now made online

Your ideal customers are all ready reading:

• blog posts• articles• checking Facebook, Twitter and LinkedIn profiles


Your ideal customers are forming opinions about what you share online

Before they get to know your company better they turn to the web & social media for answers and information


If a competitor appears smarter, more interesting or more reliable than you, your buyers will reach out to them first and not you.

FACT!

How Content Marketing works…

your customers make their buying decisions online

constantly have content that informs, entertains and supports your customers

Content pillars

Downloadable

Free

Branded

Not self promoting

Sets you out as the industry expert

Makes you the automatic “go to” people

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Why Content Marketing works…Provide content that people will want to engage with by liking, sharing, commenting on and linking to.

This will:

• drive more traffic and enquiries to you

• promote and strengthen your brand

• help you in search engines as you will naturally attract links and social media activity which are ranking factors on Google

Content marketing

Content pillar

Blogpost

Social media activity

Likes, Comments& Shares

Content marketing

Content pillar

Blogpost

Push content out to all your followers with link back to website

What will likes, comments and shares do?

QR codes

• Add to all printed ads • QR code can link to pre-paid page

• Trackable through analytics

Thanks for listening

Will be here for lunch and happy to talk to anyone interested in what we do:

• Printed advertising service• Web design• Social media• Online marketing

12th November 2013

Documents

google partner seo basics

field seo basics

funeral plan seo basics

local firm seo basics

seo basicsalt tagswritten

seo basicspage titlewritten

seo basicson pagecopy

google analyticswhat