Download - 12th November 2013
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How FD’s can harnessthe power of theinternet &social web
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What we’re going to cover this morning
Assumptions…
Traditional printed media• Church diares• Parish magazines• Yellow Pages, BT Phone Book, Thomsons• Newspapers
Website
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What we’re going to cover this morning
Assumptions…The 80-20 rule (Pareto Principle)
undecided
decided
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What we’re going to cover this morning
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")
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Google analytics
how people got to your site
what they did when they got there
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Google analytics
How do I know if my site has analytics?
Go to any page of your website
Do a right hand mouse click
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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
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Google analytics
Default view is last 30 days
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Google analytics
Can compare year/year or month/month or custom
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Google analytics
Can find out number of visitsto site via mobiles
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Harnessing the internet
Have to do theSEO basics first
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SEO basics: Natural & Pay Per Click
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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
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SEO basics
On page
Headings and sub headings
Use your keywords!
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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
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SEO basics
Off page factors – META DATA
Page titlePage descriptionAlt tags..and more
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SEO basics
Page titleWritten into source code by web developers
Appears in search engine results
Use keywords and branding
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SEO basics
Page descriptionWritten into source code by web developers
Appears in search engine results
If you don’t craft it Google will!
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SEO basicsAlt tagsWritten into source code by web developersHover over image
Help in search engine results
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SEO basicsAlt tagsAdded bonus in image results
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SEO basics
Site map
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SEO basics
Site maplinks toall pages
Submit xml fileof site mapto Google
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SEO basics: Pay per click
If you decide to outsource use a Google Partner
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SEO basics: Pay per click
• Set up costs• Daily budget• Cost of clicks paid directly to Google• Monthly management fee
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SEO basics: Pay per click
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”
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SEO basics: Pay per click
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
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SEO basics: Pay per click
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
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SEO basics: Pay per clickGeneric keyword footprint
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SEO basics: Google local
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The “old style“ search engine results used to all look like this...
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...with a map at the side of them...
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...now Google combines the old style results with the mapped results
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The new style listings open up into a Google+ Local pagewhen you click on the chevrons or “Google review”
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A Google+ Local page looks like this..
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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
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Why bother?
Looks like Google favours businesses in rankings that have a Google+ Local page
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SEO basics: Retargeting
Chances are that 90% or more of your web traffic leaves your site without a trace
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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
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SEO basics: Retargeting
• 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
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SEO basics: Retargeting
• 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
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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
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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...
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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
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SEO basics: Natural listings
Will coverat end ofpresentation
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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
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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
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Website basicsResponsive web design
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Website basics
Does this really apply to me?
Responsive web design
mobiletablet
desktop
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Website basicsFuneral Plans
Most FD’s have funeral plan page hidden away in menu
Why not have clickable graphic on every page?
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Website basicsFuneral Plans
Send to a friend
Print this page
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Website basics
• request a brochure• get a free quote
Interactive web forms
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• contact details in email to you• “hot leads” to follow up
Website basicsInteractive web forms
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Website basics - GimmeProspect gives contact details - possibly in return for info
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Website basics - Gimme
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Website basics - Gimme
• 10 Things You Need To Know About Pre-Paid Funeral Plans
• 10 Reasons To Pre-Plan and Pre-Pay Your Funeral
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Website basics – Database Creation
• Start/maintain database of prospects & clients
• Harvest forms
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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
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Website basics: HTML newsletters• Newsletters would link through to the pre-paid pages • Newsletters could contain clickable link to pre-paid video
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Website basics: HTML newsletters• Strong calls to action: request a brochure, get a free quote
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Website basics: HTML newsletters• Identify recipients who clicked on a link and visited pre-paid page
• Opportunity for follow up activity
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Website basics: HTML newsletters
• Opportunity for follow up activity
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Website basics: HTML newsletters
• You definitely need a 3rd party email solution
• Avoid being classed as a spammer
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Harnessing the social web
Let’s look at what’s out there
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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
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Social media: Facebook• Become a "catch all" site
• Direct competitor to Google
• Many funeral directors now have their own corporate Facebook page
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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
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Social media: Facebook
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Social media: Facebook
• Every time an obituary is posted it is branded
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Social media: Facebook
• Every time the post is liked, commented or shared then theR J Bray brand is mentioned
• Absolutely massive marketing and brand awareness opportunity
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Social media: Facebook
• The branding has a character limit but may be able to say…
XYZ Funeral Directors & Pre-Paid Funeral Plans
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Social media: Facebook
• 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
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Social media: Facebook• Add Facebook buttons to your website which will link back to your
Facebook page
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Social media: Google+
• Google’s version of Facebook • Likely to be held in high esteem by Google
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Social media: Twitter
• Match look and feel of your website
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Social media: Twitter
Link back your tweets to your website
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Social media: YouTube
• Use to promote pre-paid
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Social media: YouTube
• Put the video into website pages
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Social media: YouTube
• Strong call to action at end of video • Set up a YouTube channel to hold all videos
• Will attract likes to strengthen brand
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Social media: YouTube
Google often places video in search engine results
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Social media: YouTube
• SEO benefit • Google is working on indexing the audio content of video
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Social media: YouTube
• Networking for professionals
• Can have corporate page on LinkedIn
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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?
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What’s changed in SEO…
The new way of SEO
Attract traffic, enquiries and links with content
Robust
Sustainable
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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
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What is Content Marketing?
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
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What is Content Marketing?
If a competitor appears smarter, more interesting or more reliable than you, your buyers will reach out to them first and not you.
FACT!
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How Content Marketing works…
your customers make their buying decisions online
constantly have content that informs, entertains and supports your customers
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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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Content pillarsH
ow to
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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
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Content marketing
Content pillar
Blogpost
Social media activity
Likes, Comments& Shares
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Content marketing
Content pillar
Blogpost
Push content out to all your followers with link back to website
What will likes, comments and shares do?
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QR codes
• Add to all printed ads • QR code can link to pre-paid page
• Trackable through analytics
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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