Meet Robin Heppell - Funeral Results Marketing...Google AdWords Certified Partner Meet Robin Heppell...
Transcript of Meet Robin Heppell - Funeral Results Marketing...Google AdWords Certified Partner Meet Robin Heppell...
How To Complete Against Virtual Cremation Operators www.FuneralResultsMarketing.com
Robin Heppell, CFSP Page 1
How To Compete Against Virtual Cremation
Operators
Presented by
Robin Heppell, CFSPGoogle AdWords Certified Partner
Meet Robin HeppellHas a vast amount of experience with Cremation from his 29 years in the funeral procession.
Experienced a Cremation rate increased from 64% to 92% in the market where he trained/practiced.
+1,000 at-need and +1,500 pre-need cremation arrangements
Since 2008, has helped Cremation providers create websites and online marketing strategies to attract more cremation families.
How To Complete Against Virtual Cremation Operators www.FuneralResultsMarketing.com
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Someone Is Watching Your Market
How To Complete Against Virtual Cremation Operators www.FuneralResultsMarketing.com
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How To Complete Against Virtual Cremation Operators www.FuneralResultsMarketing.com
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Why Do These Sites Rank Well?They have been long established and over time, have
continued to add to their authority online. In the past there hasn't been much real competition
for "Cremation + [CITY, ST]" searches in Google because most providers were funeral homes and those websites were more loaded with Funeral
keywords than Cremation keywords.
Despite Using Questionable TacticsThese websites employ some questionable SEO tactics that may over time
penalize them in their Google rankings.
How To Complete Against Virtual Cremation Operators www.FuneralResultsMarketing.com
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Your Opportunity
When cremation-focused websites are launched that are connected to a physical address and having a Google My Business page, these new sites can jump ahead of the large, numerous-
virtual-location-pages websites.
Mini SEO (Search Engine Optimization Course & Case
Studies
How To Complete Against Virtual Cremation Operators www.FuneralResultsMarketing.com
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How To Complete Against Virtual Cremation Operators www.FuneralResultsMarketing.com
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AdWords Google My Business
# 1 Organic
FAIL
How To Complete Against Virtual Cremation Operators www.FuneralResultsMarketing.com
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How To Complete Against Virtual Cremation Operators www.FuneralResultsMarketing.com
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No Ads
Only 2 Snack Pack Listings
# 1 Organic
Virtual Operators
How To Complete Against Virtual Cremation Operators www.FuneralResultsMarketing.com
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How To Complete Against Virtual Cremation Operators www.FuneralResultsMarketing.com
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Ads: Out Of Town
Virtual Operators
Local Listings: Snack Pack
Virtual Operators
How To Complete Against Virtual Cremation Operators www.FuneralResultsMarketing.com
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# 1 Organic
# 2 Organic
How To Complete Against Virtual Cremation Operators www.FuneralResultsMarketing.com
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6 8 Tips For Funeral Homes and Cremation Providers
1: Have A Cremation-Focused Website Call Winning Website
• Pricing information• Costs comparisons• Cremation options• Cremation FAQs• Online forms
Cremation Arrangement Website
• Call winning website items +• Online obituaries• Online arrangement process &
checkout• Online store• Auto-populated forms for
secure signature
How To Complete Against Virtual Cremation Operators www.FuneralResultsMarketing.com
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Some other Website Success Factors…• SEO (Google) friendly from the ground up• Mobile friendly• Fast page load speed• XML Sitemaps and submission to Google
Search Console• Online reviews and Citations
How To Complete Against Virtual Cremation Operators www.FuneralResultsMarketing.com
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2: Have a “Great” Google My Business Page
How To Complete Against Virtual Cremation Operators www.FuneralResultsMarketing.com
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3: Have Google-Friendly Online Obits
4: Authenticity: Pictures of Real People
How To Complete Against Virtual Cremation Operators www.FuneralResultsMarketing.com
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5: Cremation-Focused, Location-Focused Google AdWords
How To Complete Against Virtual Cremation Operators www.FuneralResultsMarketing.com
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6: Have Trust Symbols & Local References
How To Complete Against Virtual Cremation Operators www.FuneralResultsMarketing.com
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7: Have Your Script & Questions Ready• Mike Kubasak’s 3 Questions Rule
• Have you heard of our No Hidden Fee Guarantee?• Besides price, what is the most important factor for
you in choosing a cremation provider?• Were you aware that we are located right here in
[City]? All of our services are performed here too.
• Guide: 5 Questions To Ask Before Choosing A Cremation Provider
8: Make Connections with Local Hospice
How To Complete Against Virtual Cremation Operators www.FuneralResultsMarketing.com
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Understanding the numbers for marketing cremation online
Market Opportunity
MP x DR x CR = AMOMP: Market Population
DR: Death RateCR: Cremation Rate
AMO: Annual Market Opportunity
How To Complete Against Virtual Cremation Operators www.FuneralResultsMarketing.com
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David NixonFuneral Financial Consultant
“The average funeral home spends nearly
$300 per call on Marketing”
Directions NewsletterVol 14 - Issue 1
Slot Machines
How To Complete Against Virtual Cremation Operators www.FuneralResultsMarketing.com
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Vending Machine
How Funeral Results Marketing can help you…
How To Complete Against Virtual Cremation Operators www.FuneralResultsMarketing.com
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Cremation-Focused Websites Call Winning Website
• Pricing information• Costs comparisons• Cremation options• Cremation FAQs• Online forms• + Marketing assets
Cremation Arrangement Website
• Call winning website items +• Online obituaries• Online arrangement process &
checkout• Online store• Auto-populated forms for
secure signaturePackage: $4,000 Package: $9,000
Digital Marketing PackagesSolid Foundation: $500• Includes Managed Website
Package• On-site SEO • Google My Business listing• Speed Testing & Tweaking (to
benefit Google rankings)• Quarterly Website Performance
and Activity Report • Monthly War Room Reports• Quarterly Analysis Meeting
Digital Marketing Platform: $1500• All of the above, plus…• Off-site SEO • Proactive Link Building (to benefit
Google rankings)• Competition Monitoring• Online Reviews Generation
System & Monitoring & suggested replies
• Social Network Presence & Consistency
• Dedicated Account Manager• Monthly Strategy Meeting
Market Domination: $6,000• All of the above, plus…• Market Exclusivity & Limited
Availability• Weekly Strategy Meeting• Dedicated Marketing Strategist
(CSMO)• Implementation of Profit
Generating Systems• Premium Google AdWords &
Bing Ads Management*• Preneed Lead Generation
System• Social Media Marketing Plan &
Monitoring • Weekly Blog articles and
Quarterly Email Newsletter• Quarterly Press Releases• Website User Experience -
Advanced Analysis
How To Complete Against Virtual Cremation Operators www.FuneralResultsMarketing.com
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Google AdWords ManagementBronze - Foundation:• Set Up Fee: $500• Monthly Management Fee: $245• Reach: Low Competition• Campaigns: 2• Ad Groups: 2• Ads: up to 8• Budget: up to $999 / month• Monthly Reports: Campaign, Ads
& Keywords
Silver - Intermediate: • Set Up Fee: $700• Monthly Management Fee: $395• Reach: Moderate Competition• Campaigns: 4• Ad Groups: 4• Ads: up to 32• Budget: $1000 to $3999 / month• Monthly Reports: Campaign, Ads
& Keywords
Gold - Premium:• Set Up Fee: $700• Monthly Management Fee: $595• Reach: High Competition• Campaigns: 8• Ad Groups: 6• Ads: up to 96• Budget: $4000 to $6999 / month• Monthly Reports: Campaign, Ads
& Keywords
100% Money Back GuaranteeThis is how you know FRM can “walk the talk.” When it comes to our websites and marketing prowess, we… offer top quality products that produce legitimate results hold ourselves accountable are dedicated to transparency and have honest clients that deeply value our mutually
beneficial relationships, which they find invigorating and worry free
If you don’t think we delivered what we promised, you get your money back. It’s that simple.
How To Complete Against Virtual Cremation Operators www.FuneralResultsMarketing.com
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3 Tips For Virtual Cremation Operators
1: Make a Cluster of Pages for Each Market
Hub Page for City
Cremation Costs
Cremation Services
Cremation Options
Cremation
FAQs
Cremation
Pricing
…manually and slightly different
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2: Link To External Pages Related To Market
• Local Funeral Association• Governing Organization• City or Historical Cemetery
• Chamber of Commerce• Wikipedia page• City Hall website
3: Perform Backlink Analysis…then ask
How To Complete Against Virtual Cremation Operators www.FuneralResultsMarketing.com
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Questions & AnswersIf you want more information about Cremation Websites, Online
Marketing Services and Google AdWords, you can…
Request a free, Web Presence or AdWords Account Audit by going to: www.FuneralResultsMarketing.com/form
and complete the form
OR
Contact Brian Young at (888) 337-3698 or [email protected]