6 forces to funeral dominance online
TRANSCRIPT
6 Forces to Funeral
Dominance Online
by Robin Heppell, CFSP
handouts available at: FuneralFuturist.com/dominate
Dominate Your Market
Someone Is Watching Your Market
6 Forces to Funeral Dominance Online
Your Website
Online Obits
SEO
Education Marketing
Social Media
Reputation Management
Online Advertising
The Perfect Stormof Funeral Service
Education
Winning the Kitchen Table
Online Marketing ROI• What is your Number?• How much would you pay for an
extra traditional funeral?• How much would you pay for an
extra cremation call?
Hierarchy of Funeral Marketing
At-needNear-need
Pre-needSome Day
Obituary Promotion
Own the your…
3 Website Traffic Strategies
1. After Arrangement Email2. Email to Church & Groups3. Show how to add Obit to
Email: [email protected] with Subject: Obit Traffic
1. After Arrangement Email Subject: Obituary for [First Name] [Last Name]
Dear [Family Member],
I have uploaded your [Dad]’s obituary notice to our website at http://www.YourFuneralChapel.com/john-doe
…continued
1. After Arrangement Email Feel free to forward this link to friends and family as we have found that it is an easy way to let a lot of people know about services times - especially on such short notice. Let me know if you need help with anything else.
Sincerely,[Funeral Director]
2. Email to Church & GroupsSubject: Obituary for [First Name] [Last Name]
Dear [Church / Group Name],
We are sorry to advise you that your member, [Deceased's Name] has passed away (or died) and his / her family has asked us to let you and your membership know of [Mr / Mrs Last Name]'s upcoming funeral service.
…continued
2. Email to Church & GroupsThe complete obituary and service details can be found on our website at: http://www.YourFuneralChapel.com/john-doe
Feel free to forward this email and link to your membership as we have found that it is an easy way to let a lot of people know about services times - especially on such short notice. Let me know if you have questions or need help with anything else.
Sincerely, [Funeral Director]
3. Show how to add Obit to FacebookThere are 5 simple steps to add an Obituary Link to Facebook:
1.Go to the page where the obituary is for your loved one or friend
2.Copy the web page URL (address) from the Address Bar in the top of the Browser • Select the address and then Copy it “Ctrl +
C” • This is an example of what the Address
looks like: • http://www.YourFuneralChapel.com/john-doe
…continued
3. Show how to add Obit to Facebook
3.Log into Facebook 4.Paste the link into the Update Status
area where is says, “What’s on your mind?”
5.Select the appropriate picture, add a comment (optional), tag people (optional) and click ”Post"
SEO: Search Engine
Optimization
6 Pillars of SEO for FHs
6 Pillars of SEO for FHsWebsite structureNumber of indexed pagesCitations and reviewsBack links Traffic, engagement & “social signals”Page Load Speed
Education Marketing
Education Marketing
There are a lot of uneducated funeral
shoppers out there…A lot has changed in
funeral service during the last decade.
DIY Education Marketing• Give visitors ability to ask questions• Provide FAQs & QSAs• Pre-Educate them before the
arrangement• Be the Funeral Expert
FAQs & QSAs(10 x 10 Q & A Formula)
• Ask staff what questions they get asked the most• Make list of questions you wish families would ask• Create 4 PPT slides for each• Intro, Question, Answer, More Info
• Record and distribute video• Repurpose as articles / blog posts
Get Out | Build Authority
Social Media
Social Media Strategy
Initial: AutomationInitial: Viral Setup
Initial: Build NetworkWeekly: Content
Daily: Pleasantries
Viral Ready• Share this
obituary• Social sharing
icons• QR code• Email
notification• RSS Feed
Build Your Network
Hepp’s 4 Quarter Strategy• 25%: Personal Updates• 25%: Liking, Commenting on Others• 25%: Disseminating Useful Info• 25%: Indirect Business Promotions
Reputation Management
Reputation Management• Create Google Alerts• Claim & Optimize Your Google + Local listing• Claim Bing Local & Yahoo Local• Register with Yelp and other online directories • Respond to any negative comments• Solicit online reviews
Online Advertising
Ad Budgets are set to prevent firms from spending
too much money on ineffective advertising.
Landing PagesKeep the Scent - Congruent Message
Cremation CostsShopperSearch Cremation CostsYour
Ad Cremation CostsLandingPage
Homesteaders Survey: Recent policy holders - 49% had attended
a funeral in the past 6 months
1,000,000 impressions for
free
Online Market Domination
Online Domination Looks Like This…
< Google AdWords
< SEO Results
< Google Map Listing
How Many More Sunrises…
How Many More Sunrises…
The Future is Bright for those who embrace it
Goal: More Calls & Higher
Averages
Robin Heppell
FuneralFuturist.com
om
Request Your Free Online Market Analysis
handouts available at: FuneralFuturist.com/dominat
e
by Robin Heppell, CFSP