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Cremation Marketing Webinar December 5, 2013

© 2013 Robin Heppell, CFSP | www.FuneralFuturist.com 1

Cremation Marketing

Webinar

By Robin Heppell, CFSPCFSP

Growing Up With Cremation

Source: http://www.vs.gov.bc.ca/stats/annual/2011/index.html



Agenda

• Cremation Keywords in Google AdWords• Using Online Video to Target Cremation Clients• Using Online Video to Target Cremation Clients• Why Most Funeral Home Websites Suck at SEO

for Cremation Terms• Winning Cremation Calls with Email• The Cheapest Form of Brand Advertising for Your

C ti Off iCremation Offerings • How We Can Help You Get More Cremation Calls• Bonus: My Best Cremation Ad for AdWords

Cremation Keywords in Google AdWords



Google AdWords(Search Network) 101

Robert Collier says…

“You always want to enter

the conversation already

happening in someone’s

mind.”



Congruency: Keeping the Scent

Cremation Costs

ShopperSearch

Cremation Costs

YourAd

Cremation Costs

LandingPage

Google AdWords Tips

• Write the ad in their words - not yours• Have a specific landing page that continues

the conversation from the ad (not home page)

• Have a Call to Action on the landing page• Have an off line plan to win the call• Have an off-line plan to win the call• Enter keywords that you DON’T want your ad

to show for (Negative Keywords)



Online Video to Target Cremation Clients

• Huge consumption of online video• Search engines love online video

• (Video Gets Ranked Very Fast)

• You build rapport with the viewer• Educate shoppers why to choose your funeral

hhome

Use Online Video To Target Shoppers

• What you need to do…y Record or create videos that address funeral and

cremation costsUpload videos to various video sharing websites

like YouTube, Daily Motion & ViddlerStrategically place videos on your websiteStrategically place videos on your website



Use Online Video To Target Shoppers

Champaign Il Cremation Costs



Why Most Funeral Home Websites Suck at SEO for Cremation Terms

8 to 10 or More Conversations…



Get Cremation Shoppers to Your Site

Review of Local SEO Reports



Call-Winning Email Templates

Email Inquiry Case Study

• Response times• Formatting of emails• Content of responses• Links to Home Page• Mobile Friendly• Secondary follow-up



Include Nice, Smiling Photo + Cell #

Points to Remember: Email Inquiries

• Build rapport by writing to them on their levellevel

• Before you hit SEND, ask yourself: “Did I answer their specific questions?”

• Start with your cell phone number today

• Send response within 45 minutes• Send follow up by end of day



Call-Winning Email Templates

Cheapest Form of Brand Advertising for Your Cremation Offerings



Homesteaders Survey of recent policy holders: 49% had attended a funeral in

Remarketing for Cremation

holders: 49% had attended a funeral in the past 6 months



The Benefit of Google Remarketing (Display Network)

• In the past it is very hard (or impossible) to t l h h i it dmessage to people who have visited your

site to read obituaries• That means that there are approx. 10,000+

that you can market to who are already familiar with your firm

• Retarget these visitors with the right message to compel them to pre-arrange

Over 1 Million Impressions…



How We Can Help You Get More Cremation Calls

• Cremation Arrangement Website• Call Winning Website• Google AdWords – Search• Google AdWords – Remarketing• Val-Pak Coupons

Cremation Site & Marketing: $8,000 • Create logo for new website• Create new, cremation focused website with custom branded look and feel• Create pages for website (we can add as many pages as you want)• Vital Statistical Information form & Cremation Authorization form• Online Obituaries• Consumer Awareness Guide about Cremation • 10 FAQs & QSAs (Questions they Should Ask)• Resources (Glossary of Terms, Checklists, Guides, & Templates) • Price Comparison Matrix with other Competitors• Listing of Cremation Merchandise• Ask the Cremation Specialist form• Cremation Funeral Cost Calculator• “Cremation Store” Ecommerce & shopping cart functionality• 4 Screen capture videos



Call Winning Website: $3,000

• includes pages: Price Comparison, Price Lists, If a Death Has Occurred Resource KitDeath Has Occurred, Resource Kit

• includes PDFs: What to Do Next, Funeral Planning Checklist, Funeral Planning Form, Personalization Worksheet

• includes forms: Arrangement Form, Contact Form, Ask The Expert, Lead Capture

• includes tracking: Google Webmasters Tools, Google Analytics, and a tracking phone number

Mobile Responsive Displays



Google AdWords Program: $597 • One-on-one initial consultation (via conference call)• Advanced keyword research• Competitor analysis• Account setup with Google• Strategic setup of campaigns, ad groups, ads and keywords• Researching negative keywords to reduce unwanted clicks• Landing page selections / recommendations / creation• Installation of Google Analytics and/or conversion tracking scripts

NOTE: Ad creative for Google AdWords is licensed to client during engagement of services and is the copyright of Heppell Media Corp. Ads cannot be used if the agreement is terminated. Google AdWords budget not included in above fees

Condolence to Preneed Lead Capture

Remarketing Program: $3,500• 4 Campaigns• Custom Image Ads• Script for Landing Pages• Videos & PDFs included

• Contact me directly for details



Agenda

• Cremation Keywords in Google AdWords• Using Online Video to Target Cremation Clients• Using Online Video to Target Cremation Clients• Why Most Funeral Home Websites Suck at SEO

for Cremation Terms• Winning Cremation Calls with Email• The Cheapest Form of Brand Advertising for Your

C ti Off iCremation Offerings • How We Can Help You Get More Cremation Calls• Bonus: My Best Cremation Ad for AdWords

Best Performing AdWords Ad

C i C C iCremation Costs Comparison

Compare Prices from [City / Town] Firms

Cremation Costs Starting from $XXX

YourFuneralChapel.com/CostComparison



When You are Not the Cheapest

Thank You For Attending the Webinar

Free resources available here: F lF t i t /C ti W bi RFuneralFuturist.com/CremationWebinarResources

Documents

Cremation Marketing Webinar › wp-content › uploads › ...Cremation Marketing Webinar December 5, 2013 © 2013 Robin Heppell, CFSP | 3 Google AdWords (Search Network) 101 …