1. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Winning More Calls – with Google Robin Heppell, CFSP

2. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Winning More Calls – with Google Robin Heppell, CFSP

3. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 About Robin Heppell, CFSP Childhood aspirations of being a NHL Goalie Went to Ontario to play hockey, lived at the family funeral home “If you can eat & sleep, you can work!” Came back to Victoria & my Dad got me an interview with McCall’s Took my apprenticeship and earned my Funeral Director’s Licence

4. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Journey into Funeral Marketing Created multi-million dollar pre-need program 25 years experience, over $50,000 of education, over 100 websites Created the Funeral Futurist brand by applying all of these strategies Presented at over 40 funeral conferences and over 100 webinars Consult for UVic’s Faculty of Business about integrating offline and online marketing

5. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Why Is Winning Calls Important For you to get a call, two things have to happen… 1.Someone has to die 2.Your marketing has to work to a point and you have to be on the short list If you lose the call – it’s lost forever… and so is that revenue!

6. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 What Happens Before Your Phone Rings? What are they thinking? Who are they talking to? What research are they doing? How are they making their decision?

7. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Google’s Zero Moment Of Truth Source: Google - zeromomentoftruth.com

8. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Google’s Advice on How To Win 1.Put Someone in Charge 2.Find Your Zero Moments 3.Answer the Questions People Are Asking 4.Optimize for ZMOT 5.Be Fast 6.Don’t Forget Video 7.Jump In! Source: Google - zeromomentoftruth.com

9. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Put Someone in Charge... YOU

10. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Find Your Zero Moments of Truth What are people searching for about funeral homes? Check the related searches at the bottom of the Google results page Use the free Google Keyword Tool

11. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Answer Questions People Are Asking When they don’t know what to ask, they ask how much will it cost... How much does a cremation cost in Austin? What is the best funeral home in Austin?

12. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Robert Collier says… “You always want to enter the conversation already happening in someone’s mind.”

13. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Optimize For ZMOT Paid: –AdWords Earned: –Reviews –Reputation Owned: –Website SEO

14. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Be Fast “Speed beats perfection” Don’t wait to get all of your ducks in a row Many of these strategies can be started today How many people will die before your marketing is perfect?

15. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Don’t Forget Video Best rapport building modality Video in Google’s organic results YouTube 2 nd most popular search engine Funeral Home ideas... Create welcome videos FAQ & QSA videos Take advantage of Tribute Videos

16. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Create, Record & Post in 10 mins

17. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 The Results...

18. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Jump In... “Showing up is 80% of life.” Woody Allen You showed up, so let’s get started...

19. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Workshop is in session... Conduct Keyword Research Google AdWords 101 + Advanced Funeral Home SEO Videos that Help Win Calls Building Your Online Reputation Putting Your Online Obits to Work Putting Your Tribute Videos to Work Bonus: Using Email to Win the Call

20. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Conduct Keyword Research

21. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Google AdWords 101 Write the ad in their words - not yours Have a specific landing page that continues the conversation from the ad Have a Call to Action on the landing page Have an off-line plan to win the call

22. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Don’t Send To Home Page

23. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 8 to 10 or More Conversations…

24. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Congruency: Keeping the Scent Cremation Costs Shopper Search Cremation Costs Your Ad Cremation Costs Landing Page

25. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Campaigns 1. Local | 2. National Ad Groups: Funeral Homes | Funeral Costs | Cremation Costs Keywords Ad 1Ad 2 Keywords Ad 1Ad 2 Keywords Ad 1Ad 2 Setting Up Google AdWords

26. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Negative Keywords Don’t pay for traffic that you don’t want! Negative Keywords: Pet, Pets, Dog, Dogs, Cat, Cats, Obit, Obits, Obituary, Obituaries, Death Notice, Death Notices, Directions, Hours Be Aware of Sister Cities and Terms

27. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Advanced AdWords: Remarketing

28. 2013 NFDA International Convention & Expo www.nfda.org/austin2013

29. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Remarketing for Funeral Homes Generally, it is very hard to message to people who have visited your site to read obituaries If you have been following my obit strategies you will be getting 10,000s+ visitors to your website every month Retarget these visitors with the right message to compel them to pre-arrange

30. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Remarketing for Preneed Homesteaders Survey of recent policy holders: 49% had attended a funeral in the past 6 months

31. 2013 NFDA International Convention & Expo www.nfda.org/austin2013

32. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Site Structure Online Obits Backlinks Online Videos Press Releases Page Load Speed Mobile Friendly RSS Links & Directories Content Marketing Social Media Engagement Funeral Home SEO

33. 2013 NFDA International Convention & Expo www.nfda.org/austin2013

34. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Mobile Responsive Web Design

35. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Plan / Script 5 Videos –[City] Funeral Costs –[City] Cremation Costs –[City] Funeral Homes –[City] Funeral Cremation –[City] Cremation Services Record Videos –Screen Capture –Talking Head Edit For Web –Web Friendly Format –Title file with Keywords Upload Video –Follow Worksheet –YouTube first (primary) Promote Video –Have 5 friends view entire video (rate & comment) –Embed in Website –Promote with Facebook / Twitter –Tag it with Social Bookmarking Sites –Link to YouTube URL from other sites if possible Videos that Help Win Calls

36. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Online Video Marketing Fast Start 1.Create YouTube account 2.Get Snagit by TechSmith http://snagit.com (only $49.95) 3.Complete “Online Video Strategies Worksheet” 4.Download PPT Template, Choose Design & Edit for your Funeral Home 5.Download Script & Edit for your Funeral Home 6.Record “Funeral Costs” video with Jing Snagit 7.Upload Video to YouTube (from Jing Snagit) 8.In YouTube edit Title, Description, Tags, set Location re: “Online Video Strategies Worksheet” 9.Email YouTube link to 5 friends and ask them that they watch it to the end (comments, likes a bonus 10.Repeat steps 3 – 9 for “Cremation Costs” video

37. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Building Your Online Reputation Facebook Page (in Firm’s Name) LinkedIn Corporate Profile Local Directory Listings Citation Websites Cultivating Positive Reviews

38. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Put Your Online Obits to Work 1 Email Family 2 Email Groups 3 Share on Their Facebook

39. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Put Your Tribute Videos to Work

40. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Bonus: Use Email to Win the Call Build rapport by writing to them on their level Before you hit SEND, ask yourself: “Did I answer their specific questions?” Use your cell phone number today Send response within 45 minutes Send follow up by end of day

41. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Include Smiling Photo + Cell #

42. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Workshop Recap... Conduct Keyword Research Google AdWords 101 + Advanced Funeral Home SEO Videos that Help Win Calls Building Your Online Reputation Putting Your Online Obits to Work Putting Your Tribute Videos to Work Bonus: Using Email to Win the Call

43. 2013 NFDA International Convention & Expo www.nfda.org/austin2013 Thanks for attending today… If you need any marketing services, all you need to do is…