Download - 6 Forces to Funeral Dominance Online
![Page 1: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/1.jpg)
6 Forces to Funeral
Dominance Online
by Robin Heppell, CFSP
handouts available at: FuneralFuturist.com/dominate
![Page 2: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/2.jpg)
Dominate Your Market
![Page 3: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/3.jpg)
Someone Is Watching Your Market
![Page 4: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/4.jpg)
6 Forces to Funeral Dominance Online
Your Website
Online Obits
SEO
Education Marketing
Social Media
Reputation Management
Online Advertising
![Page 5: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/5.jpg)
The Perfect Stormof Funeral Service
Education
![Page 6: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/6.jpg)
![Page 7: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/7.jpg)
![Page 8: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/8.jpg)
![Page 9: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/9.jpg)
![Page 10: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/10.jpg)
Winning the Kitchen Table
![Page 11: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/11.jpg)
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?
![Page 12: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/12.jpg)
![Page 13: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/13.jpg)
Hierarchy of Funeral Marketing
At-needNear-need
Pre-needSome Day
![Page 14: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/14.jpg)
Obituary Promotion
![Page 15: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/15.jpg)
Own the your…
![Page 16: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/16.jpg)
![Page 17: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/17.jpg)
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
![Page 18: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/18.jpg)
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
![Page 19: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/19.jpg)
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]
![Page 20: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/20.jpg)
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
![Page 21: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/21.jpg)
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]
![Page 22: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/22.jpg)
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
![Page 23: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/23.jpg)
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"
![Page 24: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/24.jpg)
SEO: Search Engine
Optimization
![Page 25: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/25.jpg)
6 Pillars of SEO for FHs
![Page 26: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/26.jpg)
6 Pillars of SEO for FHsWebsite structureNumber of indexed pagesCitations and reviewsBack links Traffic, engagement & “social signals”Page Load Speed
![Page 27: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/27.jpg)
![Page 28: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/28.jpg)
Education Marketing
![Page 29: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/29.jpg)
Education Marketing
There are a lot of uneducated funeral
shoppers out there…A lot has changed in
funeral service during the last decade.
![Page 30: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/30.jpg)
DIY Education Marketing• Give visitors ability to ask questions• Provide FAQs & QSAs• Pre-Educate them before the
arrangement• Be the Funeral Expert
![Page 31: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/31.jpg)
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
![Page 32: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/32.jpg)
![Page 33: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/33.jpg)
Get Out | Build Authority
![Page 34: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/34.jpg)
Social Media
![Page 35: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/35.jpg)
Social Media Strategy
Initial: AutomationInitial: Viral Setup
Initial: Build NetworkWeekly: Content
Daily: Pleasantries
![Page 36: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/36.jpg)
Viral Ready• Share this
obituary• Social sharing
icons• QR code• Email
notification• RSS Feed
![Page 37: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/37.jpg)
Build Your Network
![Page 38: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/38.jpg)
Hepp’s 4 Quarter Strategy• 25%: Personal Updates• 25%: Liking, Commenting on Others• 25%: Disseminating Useful Info• 25%: Indirect Business Promotions
![Page 39: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/39.jpg)
Reputation Management
![Page 40: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/40.jpg)
![Page 41: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/41.jpg)
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
![Page 42: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/42.jpg)
![Page 43: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/43.jpg)
![Page 44: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/44.jpg)
Online Advertising
![Page 45: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/45.jpg)
Ad Budgets are set to prevent firms from spending
too much money on ineffective advertising.
![Page 46: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/46.jpg)
![Page 47: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/47.jpg)
![Page 48: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/48.jpg)
Landing PagesKeep the Scent - Congruent Message
Cremation CostsShopperSearch Cremation CostsYour
Ad Cremation CostsLandingPage
![Page 49: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/49.jpg)
![Page 50: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/50.jpg)
![Page 51: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/51.jpg)
![Page 52: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/52.jpg)
Homesteaders Survey: Recent policy holders - 49% had attended
a funeral in the past 6 months
![Page 53: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/53.jpg)
1,000,000 impressions for
free
![Page 54: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/54.jpg)
![Page 55: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/55.jpg)
Online Market Domination
![Page 56: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/56.jpg)
Online Domination Looks Like This…
< Google AdWords
< SEO Results
< Google Map Listing
![Page 57: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/57.jpg)
![Page 58: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/58.jpg)
How Many More Sunrises…
![Page 59: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/59.jpg)
How Many More Sunrises…
The Future is Bright for those who embrace it
![Page 60: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/60.jpg)
Goal: More Calls & Higher
Averages
![Page 61: 6 Forces to Funeral Dominance Online](https://reader035.vdocuments.us/reader035/viewer/2022070520/58f1fad71a28abee088b45ad/html5/thumbnails/61.jpg)
Robin Heppell
FuneralFuturist.com
om
Request Your Free Online Market Analysis
handouts available at: FuneralFuturist.com/dominat
e
by Robin Heppell, CFSP