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

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.


Robin Heppell, CFSP

Someone Is Watching Your Market


Robin Heppell, CFSP


Robin Heppell, CFSP

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.


Robin Heppell, CFSP

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


Robin Heppell, CFSP


Robin Heppell, CFSP

AdWords Google My Business

# 1 Organic

FAIL


Robin Heppell, CFSP


Robin Heppell, CFSP

No Ads

Only 2 Snack Pack Listings

# 1 Organic

Virtual Operators


Robin Heppell, CFSP


Robin Heppell, CFSP

Ads: Out Of Town

Virtual Operators

Local Listings: Snack Pack

Virtual Operators


Robin Heppell, CFSP

# 1 Organic

# 2 Organic


Robin Heppell, CFSP

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


Robin Heppell, CFSP

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


Robin Heppell, CFSP

2: Have a “Great” Google My Business Page


Robin Heppell, CFSP

3: Have Google-Friendly Online Obits

4: Authenticity: Pictures of Real People


Robin Heppell, CFSP

5: Cremation-Focused, Location-Focused Google AdWords


Robin Heppell, CFSP

6: Have Trust Symbols & Local References


Robin Heppell, CFSP

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


Robin Heppell, CFSP

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


Robin Heppell, CFSP

David NixonFuneral Financial Consultant

“The average funeral home spends nearly

$300 per call on Marketing”

Directions NewsletterVol 14 - Issue 1

Slot Machines


Robin Heppell, CFSP

Vending Machine

How Funeral Results Marketing can help you…


Robin Heppell, CFSP

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


Robin Heppell, CFSP

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.


Robin Heppell, CFSP

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


Robin Heppell, CFSP

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


Robin Heppell, CFSP

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]

Meet Robin Heppell - Funeral Results Marketing...Google AdWords Certified Partner Meet Robin Heppell...

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