Strategy Talks by Funeral Results Marketing

This episode is about how to enhance and refine your funeral home or cremation provider website content to better engage and generate calls from shoppers.

 

 

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Topics discussed / In this video:

00:56 Rob talked about the Last Episode, Google AdWords campaigns

01:45 Brian discussed how to improve website content so that they can drive more shopper calls

02:20 Funeral home websites debuted back about 1996/97 and its goals

03:25 How ineffective content bothers shoppers

03:37 Website navigation importance

06:01 Define the target audience of the website

06:21 Most important core question for website content, What can you do for me right now?

08:47 Upcoming Cremation Conference

09:02 Rob discussed how website’s content has to match the desires of the people

09:35 Brian defined the 4 primary target audiences for Funeral Homes

10:36 72 percent of death care shoppers are women

11:59 How to craft effective website content

18:37 Brian discussed why pictures are very important in webite content, shared an example of Cunningham Turch strategy

24:00 Rob discussed how to request for the “Six point website content review”

24:46 Brian emphasizing the importance of the “Six point website content review”

26:00 How products should be presented in a way that’s most effective

26:42 Upcoming conference in Saint Petersburg in September

27:30 How to get early bird discount for CremationConference.com

 

 

Links and Resources Mentioned In This Episode:

Google Adwords

CremationConference.com

 

Links to Previous Episodes Mentioned In This Episode:

10 Money-Saving Tips For Funeral Homes Using Google AdWords

 

Transcription:

Robin Heppell:  [00:00] On today’s show, we’ll be talking about what is typically the biggest turnoff to shoppers when it comes to most funeral home websites, and that is ineffective website content. The majority of funeral home websites are very similar, especially when it comes to their content.

[00:16] What specific things can you do to make your website stand out to shoppers? We’ll talk about that and more on today’s episode.

[00:23] [background music]

Announcer:  [00:24] Welcome to “Strategy Talks,” by Funeral Results Marketing, where funeral professionals discover the latest marketing strategies that get results. Now, join Robin Heppell and Brian Young as they share their insights and experiences to help you and your firm during these ever‑changing times in the funeral profession.

[00:40] [background music]

Robin:  [00:40] Welcome to another episode of Strategy Talks by Funeral Results Marketing. Now, before we dive into today’s topic, I wanted to let you know to stick around until the end of the show, and we’ll tell you how to get a free six‑point website content review.

[00:56] In our last episode, we talked about 10 tips to help you save money with your Google Ad Words campaigns, so that you can get more shoppers to your website. As you know, that’s only half the battle. After you get shoppers to your website,

Whether you are managing your own Google AdWords account for your funeral home or cremation business or wondering if the company that you hired is doing the best job for you that they can, here are 10 tips that can get you the best bang for your buck. Make these improvements yourself or make sure that your AdWords consultants are applying these strategies to your account.

 

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Topics discussed / In this video:

00:53 How do we get more out of our Ad Words program

01:31 Robin discussed One of the key things when you get started on how you get setup, and one thing you don’t want to do

02:06 Four main Ad groups that Rob focuses on

02:30 Plural funeral homes versus funeral homes singular

05:49 Importance of Click through rate

07:24 Talked about negative keywords

11:27 Creating a new campaign for your brand, two-step process

14:28 You want your ad to show up, but you want it to be plain

15:06 Putting competitors’ names in my keywords

18:32 How AdWords plays important role in smartphone era

21:39 Discussed Google AdWords extensions and its role to move up the Ad Rank

21:57 Sitelinks extension

22:16 Call extension

22:33 Callout extension

23:35 Structured snippet extension

24:03 Price extension

25:34 Review extension

26:37 How do landing pages figure into an AdWords campaign

29:19 Discussed Keyword pruning

32:18 How to improve Google AdWords campaign to get better ROI

35:02 Searching, looking at their own ads all the time. Does it hurt or help you? Or hurt or help your competitor

36:28 Discussed Google AdWords Preview tool

39:56 What happens if you see somebody in your area, and there’s no way that they’re trying to compete with you. Do we let that go, or should we be concerned about it?

45:57 How to get a copy of the 10 point checklist tips

47:14 Rob discussed the Six months money back guarantee on our AdWords program

48:20 Discussed upcoming Cremation Conference in September down in St. Petersburg, Florida

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[PDF DOWNLOAD]

Checklist with attached handouts

 

 

 

 

 

 

 

Links and Resources Mentioned In This Episode:

Google Adwords

McCall Gardens Funeral Home

CremationConference.com

 

Transcription:

Robin Heppell: [00:00] On today’s show, we’re going to be talking about 10 ways funeral homes and cremation providers can save money with their Google AdWords campaign and get more clicks in the process.

[00:08] [background music]

Announcer: [00:10] Welcome to “Strategy Talks” by Funeral Results Marketing where funeral professionals discover the latest marketing strategies that get results. Now join Robin Heppell and Brian Young as they share their insights and experiences to help you and your firm during these ever changing times in the funeral profession.

Brian: [00:27] Welcome to another episode of the Strategy Talks by Funeral Results Marketing.

In 2011, 44.6% of all U.S. deaths occurred under the care of hospice. That number has a huge impact on the ability of funeral homes and cremation businesses to win calls. About 90% of low-cost cremation families choose a “provider” that hospice speaks well of, or unofficially recommends. That is why it’s critical to find favor with hospice and win those referrals? In today’s program we are going to show you how to do that.

 

 

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 Topics discussed / In this video:

00:00 Hospice referrals

00:48 How to find favor with Hospice

01:05 Percentage of deaths in the United States were under hospice care.

01:29 How Hospice has time to build relationships with families

03:43 Understanding of Hospice workers

04:22 Hospice worker goals and roles

06:55 Hospice rules before recommending

07:44 How to stand out with Hospice workers

10:03 How removal is the biggest opportunity to win families and hospice workers

11:15 How Pamphlets and Brochure can be very helpful for the hospice worker

18:25 How to get noticed by Hospice workers

21:59 How giving out awards/recognition for Caregivers and Hospice workers beneficial to cremation arrangement websites.

26:20 Upcoming CremationConference.com in St. Petersburg, Florida

28:00 How John McQueen increased their revenue

 

 

Links and Resources Mentioned In This Episode:

Cremation Society of the Carolinas

CremationConference.com

St. Petersburg, FL

 

 

Transcription:

Robin Heppell: [00:00] On today’s show, we will be talking about how to win more referrals from hospice. Hospice referrals have a close rate of around 90 percent for low cost cremation referrals. With 50 percent of all US deaths happening under hospice care, you can’t ignore this lead source. If your competitor locks up the favor of hospice in your market, you’ll get locked out of this big opportunity.

[00:25] Stay tuned as we share how to connect with hospice and win more referrals.

[00:31] Welcome to strategy talks by Funeral Results Marketing, where funeral professionals discover the latest marketing strategies that get results. Now join Robin Heppell and Brian Young as they share their insights and experiences to help you and your firm during these ever changing times in the funeral profession.

Robin: [00:48] Welcome to another episode of strategy talks by Funeral Results Marketing. Today, we’re going to be asking Brian some questions about how to find favor with hospice. To get started, Brian, why should we be concerned about hospice if we are in the death care business?

Brian Young: [01:05] That’s really the question of the day, Rob, and when you look at the numbers, it makes it all clear. In 2011, 44.6 percent of all deaths in the United States were under hospice care. So that equals 1.16 million calls if anybody is doing the math. On top of that, it’s important to understand just how fast those calls happen sometimes.

[01:29] While it’s true that the average hospice stay is about 72 days, the medium hospice stay is just 19 days. Hospice has time to build relationships with these families and actually, as we’ll talk about a little bit later, 36 percent of people on hospice die within the first six days of being on hospice care.

[01:50] Hospice can be right there in a lot of cases where there’s a short amount of time, and that’s going to influence the families a lot if...

Brian Young and Robin Heppell discuss Funeral Results Marketing’s upcoming live event, CremationConference.com that will be held in St. Petersburg, Florida from September 17th to 19th at the Don Cesar Hotel. They discuss all of the training sessions as well as the special events planned for the delegates including a tour at the Anderson-McQueen Cremation Tribute Center by John McQueen. For registration details, visit: http://CremationConference.com.

 

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Topics discussed / In this video:

00:26 Upcoming CremationConference.com at St. Petersburg, Florida This September.

01:12 Robin Heppell’s and BrianYoung’s experiences when it comes to cremation services

01:52 Introduction to John McQueen as one of the presenters

03:05 CremationConference.com location

06:03 10 different sessions of the conference

09:52 Digital signatures and security of those from internal communications and both from the marketing perspective and the operations perspective.

15:33 Kinds of website content that actually impresses cremation shoppers.

16:20 Google Analytics and understand how shoppers are interacting with our content and what we’re putting out there, being impressed.

17:02 Maximizing website performance and ROI.

18:42 Robin shared Dean Jackson’s analogy about vending machine

19:09 How David Nixon, who’s a financial consultant in the funeral industry came up with a metric when it comes to funeral homes spend on advertising

20:06 Google AdWords advantages

22:58 Funeral boardroom day, It’s like a mastermind or a virtual study group

24:23 Funeral boardroom Registration page

 

Links and Resources Mentioned In This Episode:

CremationConference.com

St. Petersburg, FL

Google Analytics

Google Adwords

Transcription:

Robin Heppell: [00:00] On today’s show, we’re actually going to be talking about our upcoming conference in St. Petersburg in September called CremationConference.com.

Welcome to Strategy Talks by Funeral Results Marketing, where funerals professionals discover the latest marketing strategies that get results. Now join Robin Heppell and Brian Young as they share their insights and experiences to help you and your firm during these ever changing times in the funeral profession.

Brian Young: [00:26] Welcome to another episode of Strategy Talks by Funeral Results Marketing. Today, we’re going to a little bit different format. We’re looking forward to talking about the upcoming CremationConference.com at St. Petersburg, Florida.

[00:39] That’s going to be a lot of fun for a lot of people, but also we think highly educational. We’re going to be looking at what we think is probably the most useful program ever offered for profitably operating a brick and mortar, as well as a Web based cremation business.

[00:57] We’re going to be talking about what themes will be discussed, what lectures are going to be given here in today’s podcast.

[01:05] Rob, I know you’re going to talk just a little bit here about who the presenters are and then we’ll get into some of the details.

Robin: [01:12] Yeah, you bet, Brian. We’re really excited about being able to take from both of our experiences. Brian’s been serving website clients,

When someone makes a purchase online they are expecting to pay – but early Cremation Arrangement Websites were just emulating the in-person arrangement of Stats > Services > Forms > Payment.   We changed that – and our clients loved it.

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Topics discussed / In this video:

00:41 Looking back at funeral directors and issues with asking for money

03:13 Robin Heppell’s, first part of entrepreneurship

06:55 Getting the person to make the transaction

08:06 Getting the money first

11:22 Benefits of having shopping cart on your website

12:28 Nice things about Stripe

13:38 The checkout process

15:10 Need help on your cremation website?

18:09 Google Adwords Webinar

 

Links and Resources Mentioned In This Episode:

TristarCremation.com

CremationConference.com

McCallGardens.com

EMarketer.com

GoFundMe.com

Stripe.com

NashvilleCremationCenter.com

LonestarCremation.com

Google Adwords Webinar

Transcription:

Brian Young:  [00:26] Welcome to another episode of “The Strategy Talks” by Funeral Results Marketing. On today’s show, we’ll be talking about online payments and in particular, getting the money first. Rob, can you go into some more detail about this?

Robin:  [00:41] Sure, Brian. Let’s look back at funeral directors and our issues with asking for money. Most funeral directors have this adverse relationship with money. It’s the one thing that we don’t want to talk about. I know from being a funeral director starting 30 years ago, and when it came to you’re making the arrangements it would be the last thing that you talk about.

[01:11] I can remember Tony McCall, who he was a second generation owner at McCall Bros. who I was working and he’s since passed. I remember him tell me, “Rob, there’s all those paperwork now, and it used to just be a handshake and they will just bring in the money. We won’t even have to ask for it.” Things sure have changed over time.

[01:37] Those things are getting better, especially over the last 10 to 20 years. It’s improved when we were told to start getting payment either up front or a partial payment. Again, it was new to us. Sure the owners understood why it was important for the cash flow. We’ll talk about that a little bit more.

[02:02] For the staff, it was just something uncomfortable for us. I remember when we were being coached on asking for at least getting the cash event is paid for in advance, or 50 percent down, or if at all possible getting full payment.

[02:26] When we were being told this they reminded us, “Hey, there’s other funeral homes in the states like in Chicago, where you go make the funeral arrangements with the funeral director and then your next step is with the finance manager of the funeral home who arranges the payment, whether you pay it then or make basically [laughs] lik...

On today’s show we will answer the question “Does it usually make good business sense to offer a cremation arrangement website so families can arrange a cremation by themselves?”

We’ll look at what a Batesville Study and other relevant numbers have revealed, and then explore the benefits, advantages and challenges that result from offering a cremation arrangement website.

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Topics discussed / In this video:

01:19 – Reasons to offer shoppers a cremation arrangement website

06:08 – Changing purchasing behavior of consumers

09:35 – What happens when people finds a cremation website

14:48 – Benefits, advantages and challenges from offering a cremation arrangement website

33:09 – War Room Program at Funeral Results Marketing

 

Links and Resources Mentioned In This Episode:

CremationConference.com

Neptune Cremation

Carmon Funeral Homes

Scott County Cremation

 

Transcription:

Robin Heppell: [00:00] On today’s show, we will answer the question, does it really make good business sense to offer a cremation arrangement website so families can arrange their cremation by themselves?

[00:10] We’ll look at what a base full study and other relevant numbers have revealed, and then explore the benefits, advantages, and challenges that result from offering a cremation arrangement website.

[00:22] Welcome to another episode of “Strategy Talks” by Funeral Results Marketing. We’re going to be talking about one of the hottest topics in funeral care today, cremation arrangement websites. We’ll be tapping into the experience of Brian Young to help us do this.

[00:37] Brian has helped more business owners get up and running with cremation arrangement websites than anyone else in the industry, so he has a lot of background in this area. Before getting started, I wanted to let you know that we will be offering a free market potential analysis at the end of the show, no strings attached.

[00:54] You can find out exactly how many cremations are happening in your market right now at several radius points from your business address. Let’s get in today’s topic.

[01:04] Brian, today we see a small but growing number of cremation arrangement websites in the marketplace. These websites allow families to arrange and purchase a cremation through the Internet. In many cases, without ever meeting with the funeral director.

[01:19] I know this is a big topic that we’ll be discussing in several Strategy Talk installments. Today, I though we’d start out by asking one question which is foundational. Why would a funeral home or cremation business want to offer shoppers a cremation arrangement website, a website that gives them the option to arrange and purchase the complete cremation online?

Brian Young: [01:45] Thanks, Rob. That is a question many business owners are asking themselves today. I’m looking forward answering it. I’d also like to discuss some of the benefits and the advantages as well as the challenges that are occurring as a result to this new approach to serving families.

[02:02] To repeat your question, why would a cremation business or a funeral home want to offer shoppers a cremation arrangement website and let families have the option to arr...

Have you heard the adage: “If you try to be everything to everyone, you won’t be anything to anyone.” The problem is I still see and hear funeral homes using the line “Serving All Faiths” – but that message when received is received by an individual who is either a particular faith or maybe no faith – but not all faiths. There is no connection. On today’s episode we’ll talk about how you can use hidden landing pages on your funeral home or cremation website to market directly to specific markets.

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Topics discussed / In this video: 

01:07 – Importance of hidden landing pages as marketing tool

03:34 – The importance of hidden landing pages

04:25 – Learn more about hidden landing pages

06:18 – How to use hidden landing page in funeral home or cremation provider

14:51 – Benefit of call tracking number and the landing page

17:32 – What URL Builder tool is

19:50 – Other applications for hidden landing pages

23:04 – The pre meeting information page

28:31 – Cremation conference in mid September

 

 

PDF DOWNLOAD

Hidden Landing Pages Process

 

 

 

 

 

 

Links and Resources Mentioned In This Episode:

Google Analytics

Google Adwords

Campaign URL Builder

Transcription:

Robin Heppell: [00:00] Have you heard the adage, if you try to be everything to everyone, you won’t be anything to anyone. The problem is, I still see or hear funeral homes using the line, serving all face. With that message, when it’s received, it’s received by an individual who is either probably a particular faith or no faith at all, but they are not all face. There’s no connection.

[00:26] On today’s episode we’re going to be talking about how we can use hidden landing pages on your funeral home or cremation website to market directly to specific markets.

Brian Young: [00:35] Welcome to another episode of The Strategy Talks by Funeral Results Marketing. Today we’re going to be looking at a very important piece of marketing that doesn’t get used so often here in the death care industry. We’re going to be talking about hidden pages, and how they play into the overall marketing plan. Most people don’t even know what hidden pages are, let alone how to use them.

[00:59] Today we’re going to talk with Robin Heppell. Robin, I’d like to ask you to start out here, why are hidden pages an important marketing tool?

Robin: [01:08] Thanks Brian. First of all, when you’re marketing to a specific audience, you don’t want to drop them right onto your homepage, because there’s too much noise there. We’ve talked about this in the past. There could be 12 to 15 or even up to 20 different possibilities or messages on a funeral home’s home page.

[01:30] If you’re talking to a specific group, you want to continue that conversation with them on a page on your website. There’s a great marketer from the 1900s, Robert Collier. He said you want to enter the conversation already going on in someone’s mind. This is where we can make the connection.

[01:52] When we take someone,

On today’s show, we’ll be talking about how to get more leads from your funeral home website by causing shoppers to be genuinely interested in what you have to offer, and impressed by how you present yourself. There’s a lot to this topic, from understanding your audience to refining the specific types of information you are presenting on your funeral website. Do it right, and you will reap the rewards.

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Topics discussed / In this video:

00:55 – How to get more leads from your website and be more interesting online

02:16 – How to boost the appeal of the website

03:20 – The outcome of having female audience on funeral homes to get leads

05:31 – Why Funeral home owners are not investing on the demand of website

05:51 – Three things about the general finding that says families don’t pick funeral home based on its website

10:15 – What price oriented family thinks and how important Websites are for funeral homes

12:14 – What can be done on Funeral Home Websites to get more leads. Websites are built to grow your business

13:47 – The effect of a funeral home’s ambiance

16:07 – What shoppers are looking for in funeral homes

18:06 – Things shoppers would want to know about having a great funeral

26:20 – Essential features for a funeral home website to get more leads

31:17 – The advantages of The Celebration of Life on a website

33:01 – What should and shouldn’t be included in a funeral home website

36:36 – Terms that you can use on your website

40:03 – Ways to make the female shopper feel less vulnerable

47:00 – Self-Assessment Report Card. Funeral Results Marketing will be having its first live conference in September or October

 

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[PDF DOWNLOAD]

Website Content Self-Assessment Report Card

 

 

 

 

 

 

Links and Resources Mentioned In This Episode:

https://www.iccfa.com/

Links to Previous Episodes Mentioned In This Episode:

02 – Funeral Home Websites Built With SEO From The Ground Up

03 – How To Use Website Analytics To Boost Your Website Performance

 

Transcription:

[00:00:39] Well, welcome to another episode of the Strategy Talks by Funeral Results Marketing and before getting into today’s topic I wanted to let you know to stick around to the end of the show to find out how you can get your free Self-assessment Report Card to help you with your website.

[00:00:55] Great Brian. So today we want to talk about how to get more leads from your website and how to be more appealing online and to help us do that, we’re going to do some Q&A with Brian here who has worked in the space for much of the last 10 years. So, Brian why does one website get more interest, more leads, more shopper calls than another website.

[00:01:18] That’s a good question, Rob. And really it’s just a matter of cause and effect. Because shoppers find your website. And then, after finding it because they saw and read what appealed to them, that’s what causes them to reach out to you. So obviously there’s two pieces there. There’s getting found and second, there’s been appealing.

And, I know a couple of weeks ago you talked about how t...

Before spending any money on Search Engine Optimization or Social Media Marketing, do these three strategies that will promote your obits for free, generate more online condolences, assist in your Google rankings, engage more people on Facebook, increase online floral sales and even get more people to attend services that you host.

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Topics discussed / In this video:

00:00 – How to implement Three Simple Strategies to Promote Your Online Obits

* 02:43 – Strategy to do before spending money on search engine optimization

* 03:15 – Background story

* 05:19 – Benefit of Online Obituary

* 07:29 – First Step, Send an email to the family

* 10:15 – Phase Two, Send an email to the church or any other groups the person belonged to

* 10:15 – The importance of traffic coming back to the home website and putting the obituary on Facebook page

* 16:39 – First step, Send an email to the family regarding the obituary

* 18:16 – Second step, Send an email to churches and groups

* 19:15 – Importance of obituary email

* 20:19 – Third step, showing family how to add the obit on their Facebook page

* 21:53 – Five steps to go to where the obituary is.

* 23:37 – Results of Free Obituary Promotion

* 24:19 – The importance of mobile friendly website

* 26:11 – Save your money on promoting obituaries on Facebook page, Use keywords for Google Adwords

* 27:55 – Do the Three Steps and see the results

* 29:11 – The advantage of funeral homes website obituary

* 32:12 – Tips for aspiring funeral director

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[PDF DOWNLOAD]

3 Funeral Home Website & Obituary Traffic Strategies – Swipe Copy

 

 

 

 

 

Links and Resources Mentioned In This Episode:

* Google Analytics

* AndersonMcQueen.com

* DeJohnFuneral.com

* Bartolomeo.com

 

Transcription

[00:00:00] On today’s show we’re going to be talking about how you can implement Three Simple Strategies to promote your Online Obits which will in turn improve your Google rankings, get more traffic to your website even get more condolences, more social media engagement, increase online for ourselves and even get more people to attend the funerals that you host.

[00:00:23] Welcome to strategy talks by Funeral Results Marketing where professionals discover the latest market strategies that get results. Now join Robin Heppell and Brian Young as they share their insights and experiences to help you and your firm during these ever changing times in the funeral profession.

[00:00:41] Welcome to another episode of strategy talks by Funeral Results Marketing. Before we get into today’s topic I wanted to let you know to stick around at the end of the show where you can get templates for these Three Promotional Strategies that Rob is going to share with us today. So let’s get on to today’s topic.

[00:00:58] Sure, Brian. The reason why we’re talking about this is for from i...

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Topics discussed / In this video:

01:32 – Learn more about Web Analytics and improving your performance

03:12 – How to boost your website’s performance through Web Analytics

04:46 – How to know if the numbers are weak, average or strong?

06:15 – How to fine-tune the content of your website

14:23 – Types of Content

15:43 – How to get positive results with your online marketing

16:49 – Things you can do with Web Analytics to boost website’s performance

22:53 – Surprising discoveries from Web Analytics

25:12 – Interesting things about Web Analytics

39:00 – The importance of Web Analytics

 

Links and Resources Mentioned In This Episode:

http://www.preplannedfunerals.com/

https://analytics.google.com/analytics/web/

Links to Previous Episodes Mentioned In This Episode:

02 – Funeral Home Websites Built With SEO From The Ground Up

 

Transcription

Hi!  Robin Heppell here together with Brian Young. And on today’s show we’re going to be talking about how to use Website Analytics to Boost Your Website Performance.

[00:00:27] Well, welcome to another episode of the Strategy Talks by Funeral Results Marketing. Now before you get into today’s topic, I wanted to share with you to stick around to the end of the show. We’ll show you how you can claim our content worksheet. It’ll make it very easy for you to create viable content. It helps drive conversions from shoppers. It can also boost your websites ranking on search engines when done right.

[00:00:53] Well, great Brian. And you know today we’re going to turn the tables. Last week we talked about Search Engine Optimization and onsite SEO. And so hopefully with the Funeral Homes websites showing up higher in the search results they’re going to receive more visitors.

And now I’m going to turn things over to you where you can talk about improving their performance, especially looking at those web analytics. I know you have a lot of experience in this area and maybe just talk about a little bit about your experience and then what web analytics are.

[00:01:32] Yeah, sure Rob, thanks. So, over the last seven, eight years in particular, I helped a lot of funeral homes or cremation businesses answer the questions what are shoppers doing on my website. Do they like what they’re seeing on my website. What don’t they like. And also some of the more savvy business owners are asking questions like what kind of behaviors should we be finding and what do I want to see shoppers doing that would advantage us. Where are their opportunities. Where are their threats or weaknesses. You know what else can I learn. And that’s why Google Analytics or excuse me, I should say Website Analytics are such a powerful tool. And we’ll talk about what Google Analytics are in just a minute but Website Analytics are a set of tools that allow you to track, analyze and report website data.

And when you know how to use Website Analytics correctly that lets you measure the website traffic to some extent the effectiveness of your search engine optimization, how strong your website’s engagement is of shoppers ad revenue spend. You can even get a strong idea of the activity that’s happening on social media.