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12th November 2013 David Clarke MD

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1 12th November 2013 David Clarke MD

2 How FDs can harness the power of the internet & social web

3 What were going to cover this morning Assumptions… Traditional printed media Church diares Parish magazines Yellow Pages, BT Phone Book, Thomsons Newspapers Website

4 What were going to cover this morning Assumptions… The rule (Pareto Principle) undecided decided

5 What were going to cover this morning How to use the web, social media: to ensure families think of your firm first at their time of need to protect and grow your firm's market share and brand to get more locally from the pre-payment market (away from the "big boys")

6 Google analytics how people got to your site what they did when they got there

7 Google analytics How do I know if my site has analytics? Go to any page of your website Do a right hand mouse click




11 Google analytics What can analytics tell me? Just about everything except the name of the person looking at your site Should be looking at least once a month

12 Google analytics Default view is last 30 days

13 Google analytics Can compare year/year or month/month or custom


15 Google analytics Can find out number of visits to site via mobiles


17 Harnessing the internet Have to do the SEO basics first

18 SEO basics: Natural & Pay Per Click

19 SEO basics Importance of keyword research need to know exactly what people type into search engines pointless trying to get traffic for keywords that people dont type into search engines Good start is Googles Keyword Planner

20 SEO basics On page Headings and sub headings Use your keywords!


22 SEO basics On page Copy – the words on the page Use your keywords but dont write for search engines Dont lift copy from other sources Dont duplicate copy within your site words per page minimum

23 SEO basics Off page factors – META DATA Page title Page description Alt tags..and more

24 SEO basics Page title Written into source code by web developers Appears in search engine results Use keywords and branding

25 SEO basics Page description Written into source code by web developers Appears in search engine results If you dont craft it Google will!

26 SEO basics Alt tags Written into source code by web developers Hover over image Help in search engine results

27 SEO basics Alt tags Added bonus in image results

28 SEO basics Site map

29 SEO basics Site map links to all pages Submit xml file of site map to Google

30 SEO basics: Pay per click If you decide to outsource use a Google Partner


32 SEO basics: Pay per click Set up costs Daily budget Cost of clicks paid directly to Google Monthly management fee

33 SEO basics: Pay per click Keyword research based on Funeral Plans shows: Low volume of searches for geographic keywords such as funeral plan Nottingham High volume of searches for generic keywords such as funeral plan

34 SEO basics: Pay per click Why is this an issue? Small traffic for geographic keywords Expensive to run a UK wide campaign for generic keywords People may want to use a local firm

35 SEO basics: Pay per click What is the solution? Run a geographic keyword campaign Run a generic keyword but specify a footprint that your ads will show in Can compete on an even playing field

36 SEO basics: Pay per click Generic keyword footprint

37 SEO basics: Google local

38 The old style search engine results used to all look like this...

39 ...with a map at the side of them...

40 Google combines the old style results with the mapped results

41 The new style listings open up into a Google+ Local page when you click on the chevrons or Google review

42 A Google+ Local page looks like this..

43 But first you have to claim and verify your Google+ Local listing Youll need a Google Account to do this You can verify with a PIN sent by phone or postcard

44 Why bother? Looks like Google favours businesses in rankings that have a Google+ Local page


46 SEO basics: Retargeting Chances are that 90% or more of your web traffic leaves your site without a trace

47 SEO basics: Retargetting Huge proportion of lost business We are able to display ads elsewhere on the Internet for 7 days after they've left your site Sensitivity Could lock down to pre-paid pages


49 SEO basics: Retargeting Gentle reminder that visitors should re- consider going back onto your site Ads could be set up to only target people who had visited the pre-payment page

50 SEO basics: Retargeting Even if the display banner adverts aren't clicked a powerful branding exercise has taken place Your remain on the "tip of the brain" of prospects Prospects see your pre-paid ads at the crucial time in sales cycle Elevates the perception of your company

51 SEO basics: Facebook ads 2nd most visited site on the planet harness the power of this social media giant with strategically placed adverts targeting defined demographic groups

52 SEO basics: Facebook ads When you set up a Facebook account you are invited to provide information about yourself or your organisation…. your age marital status where you live whether you own a home what your profession is what your hobbies are if you have children where you went to school or university and more...

53 SEO basics: Facebook ads This type of information is the backbone of Facebook advertising as it can be easily split into target groups Opportunity to target demographic groups in your target market areas with Pre-paid ads


55 SEO basics: Natural listings Will cover at end of presentation

56 Website basics Anyone on your website isnt there by accident They are there at time of need Make it as easy as possible for your visitors

57 Website basics Explosion in the popularity of accessing the internet "on the go" 70% of the world's population now own a mobile phone Tipping point 2014 People expect to find out about services easily on smartphone, iphone, tablet or ipad Many websites don't display properly on mobile devices Clients and prospects have to scroll around horizontally and vertically or "pinch" the screen to see your web pages Intelligent enough to know what size screen is being used to view it on and resize itself Responsive web design

58 Website basics Responsive web design

59 Website basics Does this really apply to me? Responsive web design mobile tablet desktop

60 Website basics Funeral Plans Most FDs have funeral plan page hidden away in menu Why not have clickable graphic on every page?

61 Website basics Funeral Plans Send to a friend Print this page

62 Website basics request a brochure get a free quote Interactive web forms

63 contact details in to you hot leads to follow up Website basics Interactive web forms

64 Website basics - Gimme Prospect gives contact details - possibly in return for info

65 Website basics - Gimme

66 10 Things You Need To Know About Pre-Paid Funeral Plans 10 Reasons To Pre-Plan and Pre-Pay Your Funeral

67 Website basics – Database Creation Start/maintain database of prospects & clients Harvest forms

68 Website basics: HTML newsletters Use database of prospects and clients to send regular newsletters Newsletters will promote pre-paid News & Offers News - Headline and teaser text linking back to blog/news Always direct prospects back to website


70 Website basics: HTML newsletters Newsletters would link through to the pre-paid pages Newsletters could contain clickable link to pre-paid video

71 Website basics: HTML newsletters Strong calls to action: request a brochure, get a free quote

72 Website basics: HTML newsletters Identify recipients who clicked on a link and visited pre-paid page Opportunity for follow up activity

73 Website basics: HTML newsletters Opportunity for follow up activity

74 Website basics: HTML newsletters You definitely need a 3 rd party solution Avoid being classed as a spammer

75 Harnessing the social web Lets look at whats out there

76 Social media: Facebook Most used social networking site Second most accessed website in the world More than half of Facebook through mobile devices Used for networking, following businesses you are interested in Marketing to people who are interested in your business

77 Social media: Facebook Become a "catch all" site Direct competitor to Google Many funeral directors now have their own corporate Facebook page


79 Social media: Facebook 1 st major shift: People tending to buy online or make their buying decisions online 2nd major shift: People share information about products and services online and form opinions about companies based on what they share online Add obituaries to your Facebook page Massive branding opportunity

80 Social media: Facebook

81 Every time an obituary is posted it is branded

82 Social media: Facebook Every time the post is liked, commented or shared then the R J Bray brand is mentioned Absolutely massive marketing and brand awareness opportunity

83 Social media: Facebook The branding has a character limit but may be able to say… XYZ Funeral Directors & Pre-Paid Funeral Plans

84 Social media: Facebook Comments can be moderated For relatively little effort massive brand awareness can be built in the community Likely that high percentage of friends will be within your catchment area Sensitive posts regarding pre-paid can also be made via social media

85 Social media: Facebook Add Facebook buttons to your website which will link back to your Facebook page

86 Social media: Google+ Googles version of Facebook Likely to be held in high esteem by Google



89 Social media: Twitter Match look and feel of your website


91 Social media: Twitter Link back your tweets to your website

92 Social media: YouTube Use to promote pre-paid


94 Social media: YouTube Put the video into website pages


96 Social media: YouTube Strong call to action at end of video Set up a YouTube channel to hold all videos Will attract likes to strengthen brand

97 Social media: YouTube Google often places video in search engine results

98 Social media: YouTube SEO benefit Google is working on indexing the audio content of video

99 Social media: YouTube Networking for professionals Can have corporate page on LinkedIn



102 Whats changed in SEO… The old way of SEO Get meta data right Get words on page right Build links Why isnt this working as well?

103 Whats changed in SEO… The new way of SEO Attract traffic, enquiries and links with content Robust Sustainable

104 What is Content Marketing? Nearly all sales and buying decisions are now made online Your ideal customers are all ready reading: blog posts articles checking Facebook, Twitter and LinkedIn profiles

105 What is Content Marketing? Your ideal customers are forming opinions about what you share online Before they get to know your company better they turn to the web & social media for answers and information

106 What is Content Marketing? If a competitor appears smarter, more interesting or more reliable than you, your buyers will reach out to them first and not you. FACT !

107 How Content Marketing works… your customers make their buying decisions online constantly have content that informs, entertains and supports your customers

108 Content pillars Downloadable Free Branded Not self promoting Sets you out as the industry expert Makes you the automatic go to people

109 Content pillars How to organise your home betterHow to get a better work life balanceTime & Money Saving TipsSecrets to Maximising Family Time

110 Why Content Marketing works… Provide content that people will want to engage with by liking, sharing, commenting on and linking to. This will: drive more traffic and enquiries to you promote and strengthen your brand help you in search engines as you will naturally attract links and social media activity which are ranking factors on Google

111 Content marketing Content pillar Blog post Social media activity Likes, Comments & Shares

112 Content marketing Content pillar Blog post Push content out to all your followers with link back to website What will likes, comments and shares do?

113 QR codes Add to all printed ads QR code can link to pre-paid page Trackable through analytics

114 Thanks for listening Will be here for lunch and happy to talk to anyone interested in what we do: Printed advertising service Web design Social media Online marketing

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